New Product Development

Case Synopsis

Mobtown plans to release a new product in early 2018 called Cafe Matcha. A Matcha is a cold tea beverage that's different from their original core kombucha product. Mobtown is looking to analyze their competitors, identifying ideal customer segments and distribution strategies, and assess ways to launch their new product within the most ideal markets. Unlike their Kombucha, this product will not require refrigeration since it's not a probiotic. It's a caffeinated alternative to sugary coffee-based drinks like the Starbucks Latte you can buy off the shelf. With this product, the company is much more flexible with distribution, though they certainly want to leverage their existing distribution network and relationships as they think through their strategy.

Relevant Topics

Growth Strategy

Business Opportunity Research
Prospecting New Relationships
Designing & Scaling Processes


Branding Strategy/Redesign
Social Media Optimization
User/Customer Acquisition Strategy Development & Testing

Product Design & Development

User Testing/Interviewing
Requirements Planning
Product Development/Extension

Purchasing, Logistics, Supply Chain

Sourcing & Distribution Analysis
Inventory Management
Distribution Optimization

Learning Objectives

  • Students will gain exposure to the CPG product development process.
  • Students will help craft customer acquisition strategies.
  • Students will think critically about new complimentary products lines that will benefit the existing brand.
  • Students will think beyond just new product creation, but also how to launch it, establish sales channels and business development strategies.

Company Overview

NameMobtown Fermentation
TaglineMobtown Fermentation is a kombucha manufacturer based out of Timonium, Maryland.
# Employees25-50
Hiring Potential
  • Follow-on Projects
  • Formal Internship
  • Entry Level Full-Time
  • Upper Level Full-Time
Growth StageHigh-Growth Startup
Funding StatusSeed Stage
Funding Size500,000 - 1,000,000
DescriptionMobtown Fermentation is a health beverage manufacturer based out of Timonium, Maryland. Their primary product is Wild Kombucha, a cause-driven urban spin on an ancient probiotic drink. Sergio Malarin and Adam Bufano grew up making kombucha and other fermented foods including kimchi, sauerkraut, and pickles. When their parents moved to Peru, they left Adam their brewing equipment. He came across the jars and hand bottlers while cleaning out the garage one day, and decided to try brewing. He fell in love with the process and worked to perfect the family recipe over the next 5 years. First friends and family started buying his brew, then some students from Johns Hopkins, and eventually a couple stores were asking for it. Knowing that he could not do this alone, he teamed up with Sergio and their childhood friend Sid.

Project Resources

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