Essay About Better Quality Product And Better Quality Milk

Senior Marketing Manager
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Summary of the Company:
Company founded in 1989 at Cabot, VT revenue in 1989 $100,000.
1999 revenue 13 million.
Very large expenses in Admin and Freight.
Net Income 1999 2% or $260,000. Not a lot.
Difficulty to keep steady profits till 1997 after VC money injection (Now 1999 they want their money back).
Two products 8oz and 32oz.:
– 8oz 86% of revenue or 11.18 millions.
– 12 different flavors.
– 32oz 14% of revenue or 1.82 millions.
– 4 different flavors.
Company started to explore different presentations like multipack.
Company advantage:
– Longer shelf life 50 days to 30 days.
– Better quality product due to better quality milk.
– No artificial thickeners.
Strong relationships with leading natural food retailers.
Organic market 1999 $6.5 billion, expected growth to $13.3 billion by 2003.
Marketing expense for $390,000
Time Line
1989 Founded company at Cabot, VT revenue $100,000
1997 Infusion of capital from Venture Capital
1999 Revenue of $13 million, VCs want to cash out
2000 produce 12 refrigerated yogurt flavors in 8oz cups