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11 30 Marketing

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  • 1. Floral Design Plant: Amaryllis Term: Marketing
  • 2. Amaryllis
    • Genus: Hippeastrum
    • Availability: year-round
    • Color: red, orange, pink, apricot, salmon
    • white and bicolors (shown)
    • Stem is hollow and leafless with 4-6 trumpet-shaped florets in an umbellate pattern; florets continue to open;
    • Large form flower: Showy mass of florets provides drama.
    • Longevity: varies, depending on maturity stage of buds
    • Sold by stem: $4.00
    • Available as a forced bulb at Christmas time
  • 3. Marketing
    • the business activity of presenting products or services in such a way as to make them desirable
    • “There is only one valid definition of a business purpose: to create a customer”
  • 4. Basics of Marketing
    • 4 Ps Target Market
    Product Placement Promotion Price
  • 5. Product
    • What are you trying to sell?
    • What is the quality of the product?
    • What is the availability of the product?
    • What differentiates this product from all of the other products in the world?
  • 6. Placement
    • How a product flows from producer to consumer
    • Where will the customer buy the product?
  • 7. Promotion
    • How will the public know what you have to sell?
    • Will people trust your business?
    • Will people believe they are getting good value?
  • 8. Pricing
    • Supply & Demand
    • Introductory prices
    • Sales
    • Loss leaders
    • Premium pricing - link
    • Attractive numbers ($9.89)
  • 9. Marketing
    • Who are the customers I want to find, develop, & keep?
    • What products and services must I offer to develop these customers?
  • 10. Marketing Mix
    • Unique for each product
    • Need to correctly identify the correct market for the products
  • 11. SWOT
    • SWOT analysis is a tool for auditing an organization and its environment.
    • It is the first stage of planning and helps marketers to focus on key issues.
    • Strengths
    • Weaknesses
    • Opportunities
    • Threats
    } Internal } External
  • 12. Guerrilla Marketing
    • Guerrilla marketing is an unconventional system of promotions that relies on time, energy and imagination rather than a big marketing budget.
    • Guerrilla marketing tactics are unexpected and unconventional.
    • The term was coined and defined by Jay Conrad Levinson in his 1984 book Guerrilla Marketing .
  • 13. Guerilla Marketing Examples
  • 14. Market Survey
    • Identify Customer
      • Age
      • Gender
      • Purchase history
    • Likelihood to purchase
    • Product preferences
      • Flower Arrangements
      • Single Flowers
      • Flowers to wear
      • Balloons
    • Price limitations
    • We conducted several teacher surveys last fall
    • Results:
      • Most of the teachers and students do not buy flowers here
      • Concentrate efforts on those who do
  • 15. Marketing Project
    • Today - Select 5 floral or related products to market
    • Identify the Placement of the products
      • Who will you sell them to?
      • How will you sell them?
    • Plan a promotion for them
      • How will you convince people that they should by them
    • Pricing
      • What pricing strategy will you use?
    • Tomorrow – Make a sign for your business to highlight your products
  • 16. Example
    • Product 1: -
      • Romantic Rose bouquet
      • Good quality flowers – not discount – not OTT
    • Placement –
      • Selling in a busy shopping center,
      • Selling to adults on their way home from work
      • Packaged and ready for pick-up without waiting
    • Promotion –
      • Signage with happy couples
      • Catchy slogan about flowers make my day
      • Bright – noticeable colors
    • Pricing
      • Moderate – above grocery store – below HE florist