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Internship presentation 1.0 Internship presentation 1.0 Presentation Transcript

  • Catalogue Analysis III Summary and Overall Comparison Catalogue Analysis III Product Matrix Catalogue Analysis II Rename Vs Highlight Catalogue Analysis I Buy & List
  • XueJuan Zhang Business Intelligence Intern April – June 2013 Supervisor:Willa You
  • Content Preface Company Case study – Catalogue analysis • Buy’n List • Rename Vs Highlight • Product Matrix – Summary – Overall Comparison Question
  • Preface -Main Projects -Project Summary -Objectives Of Main Projects
  • Main Projects
  • Our Goals Our goal is not only to be ahead of competition, but also to build strong relationship with our customers, form network and strengthen our brand by various marketing strategies.
  • When we understand our customers’ interests, it is easier to persuade them to list our products Rudy Raes Volmary FPS 2014 Vinca-Titan Combinations
  • Company Cases Services and Selection Bedding assortment…Let’s get it started! How to flower, but not how to select flowers The logo says everything!
  • Not Buy Buy List Celosia Cut Flower (Bombay, some colors are purchased, all are listed) Coreopsis Grandiflora-Early Sunrise Isotoma –Tristar Lavatera Twins Vinca Cooler Pink Campanula Campana Silvcerdust Celosia Ice Cream Mix Cosmos Sonata (Except Mix only bought) Delphinium Guardian (Except mix) Dianthus Amazon, Sweet (cut flower) Gazania New Day (Except Mix Strsh, Mix Sunny sideup) Lavandula ellagance (Purple and Ice) Myosotis BOBO Easy Wave (Burgundy Star; Plumvein) SnapDragon Rocket Mix Vinca Cooler Sorbet partially bought partially listed Not List Alyssum Clear Crystal Angelonia Serena;Serenita Aquilegia Barlow; Clementine;Songbird; Swan; Winky Begonia Baby Wing Bellis Bellissima Celosia Kosmo Color grass: Carex Corepsis: Rising sun and Sunfire Dianthus Dash; Ideal; Ideal Select; Noverna;Dynasty Gazania : daybreak || Gerbera Revolution Impatiens Expo; Impreza; Swirl; Divine Marigold Taishan; Lady; Marwel; Boy Pansy Matrix ; Promise; Panola; Frizzle; Petunia Ez Rider Petunia Dreams Carpet; Mirage; Waves Snapdragon Cutflowers: Apollo Axiom; Maryland Vinca first kiss; Viola skippy; Sorbet Zinnia Zahara (Except Zahara double mix/Mix) Begonia Dragon Wing Celosia Glow Celosia Cut Flowers (star trek, sunday) Impatience superElfin XP Loberlia Rivera ( Partially purchased,not list at all) Marigold Taishan (Orange yellow); Vanilla; Bonanza (orange); Durango (except mixes) Osteospermum Akila (Purple, White) Coolwave (partially purchased, not listed) Putunia Double Duo (partially purchased, not listed) ; Pirouette Putunia Dreams (pp; nal) Vinca Pacifica; Titan (partially listed) Zahara Mix, Mix duo Buy & List Chart To Buy ToList
  • Not Buy Buy List Heuchera Palace Purple Begonia- Dragon Wing Cosmos Sonata SilverFall Pansy Frizzle Sizzle Viola Sorbet Coreopsis GrandiFlora Early Sunrise; Sunfire Not List Osteosperum Akila Petunia Ez Rider Aquilegia Winky Coolwave Zahara Dianthus Dynasty Delphinum Guardian Alyssum- Snow Crystal Coleus Wizard Dianthus Sweet Impatiens Divine Marigold Boy; bonanza Putunia Dreams Aquilegia Clementine Pentemon Tubular Bells Lavandula Ellagance, Mini Blue Echinacea Cheyenne Spirit Buy & List Chart To Buy ToList
  • Not Buy Buy List Heuchera Malachita Palace Purple Angelonia Serena (Except mix) Angelonia Barlow Mix Dragon Wing Bellis Bellissima (except mix) Celosia Icecream (renamed) Celosia Cut Flower Bombay (Partially) Color Grass (Partially) Coreopsis Grandiflora Early Sunrise, Sunfire Cosmos Sonata Gazania New Day Mix & Orange Clear Impatiens Super Elfin (Partial) Divine (Partial) Lobelia Regatta (Partial) Pansy Promise (Partial) Tidal Wave Portulaca Happy Hour Mix Viola Sorbet (Partial) Not List Dianthus Dash, Dynasty Gerbera Revolution Pansy Matrix ; Baby Bingo Penstemon Tubular Bells Petunia Dreams [Competitor: Sublima] Petunia Ez Rider [Competitor:Limbo] Petunia Carpet Petunia Shock wave [Competitor: Sky Dancer] Aquilegia Clementine (Except Mix is not bought at all) Digitalis Dalmatian Gazania Daybreak Red Stripe Lavandula ellagance Marigold Taishan, Bonanza Cool Wave [Competitor:Volaja] Easy Wave ( Mysticpink, Red, Salmon) Vinca Cooler; Pacifica; Titan Viola Skippy Zinnia Zahara Buy & List Chart To Buy ToList
  • Not Buy Buy List Gallardia Mesa Yellow Angelonia Serena (Angelita) Begonia Dragon Wing Ethinacea Cheyenne Spirit Impatiens Divine (Divaro) Lavandula Ellagance Lobelia Riviera Marigold Bonanza (Texana) Marigold Durango (Solena) Osteo Akila Cool Wave (Volante/Ice Tennie) Portulaca (Macarena) Verbena Quartz Vinca Pacifica (Atlantis) Vinca Titan Viola Sorbet (Twix) Not List Gazania New Day Marigold Taishan Petunia Ez Rider Petunia Waves Zinnia Zahara Double Zahara (except Rose Starlight) Alyssum Clear Crystal Celosia Kosmo Fantastic Foliage & Color Grass Dianthus Dynasty Heuchera all Isotoma Telstar Cut Flowers Buy & List Chart To Buy ToList
  • Not Buy Buy List The Reasons For ‘List no Buy’ - Price? - Inventory? - No demand? - Testing for potential? The Ideal Mode List, renamed, or promote - Product type & brand recognition Not List The Reasons For ‘No Buy No List’ - History? - Own Assortment ? - No knowledge? - Trial failure - Price? - Demand of competing series? The Reasons For ‘ Buy No List’ - One time order? - Trading business? - Sub for the listed brand? - Without a right picture? To Buy ToList Buy & List Questions and Solutions Action - Understand true reason - Set trials and/ or special pricing -Keep communication --Content Marketing
  • Will be discussed after the catalogue analysis
  • No Highlight Highlight Breeders Brand Viola Sorbet Silverdust Lavandula Ellagance Begonia Dragon Wing Petunia Easy Wave Vinca Pacifica & Cooler & Titan Celosia Bombay Cosmos Sonata (Can be better) Snapdragon Cut Flowers (Cool, Potomac) Pansy Cool Wave Renamed Snapdragon Snapshot Mix (Lions) Petunia Dreams (Prelude) Rename & Highlight Chart To Highlight
  • No Highlight Highlight Breeders Brand Heuchera Melting fire Penstemon Tublar Bell Silverfall Dragon Wing Impatiens Divine( Flower trial) Cosmos Sonata Lavandula Color Grass Echinacea CHEYENNE SPIRIT Renamed Diahlia Figro (Fresco) Marigold Bonanza (Aton) Viola Sorbet (Rocky) Rename & Highlight Chart To Highlight
  • No Highlight Highlight Breeders Brand Begonia Dragon Wing Cosmos Sonata Angelonia Serena Armeria Ballerina Osteospermum Akila Impatiens Divine( Almost one page) Petunia Tidal Wave Color Grass Lobularia Snow Crystal Verbena Quartz Silverdust Renamed Lavandula Ellagance (Monatagnac) Dianthus (Ideal Select) Celosia Ice Cream (Kisha) Impatiens Super Elfin (Cupido)—The best impatiens Viola Sorbet (Butterfly) Marigold Bonanza (King) Marigold Durango (Queen) Rename & Highlight Chart To Highlight
  • No Highlight Highlight Breeders Brand Alyssum Snow Crystal Penstemon Tubular Bells Silverdust Petunia Tidal Wave Osteospermum Akila Begonia Dragon Wing Snapdragon Rocket Lavandula Ellagance Verbena Quartz (Verino) they use the name for multiple products Vinca MEDITERRANEAN Pansy Cool Wave (Volante) Petunia Dreams (Musica) Pansy Panola (Lubega) Pansy Frizzle Sizzle (Orchi) Renamed Portulaca Happy Hour ( MACARENA) Angelonia Serena (Angelito) Viola Sorbet (Twix) Impatiens Divine (Divaro) Pansy Cool Wave (Volante) Marigold Bonanza (Texana) Marigold Durango (Solena) Rename & Highlight Chart To Highlight
  • Product Matrix SONATA DRAGON WING CHEYENNE SPIRIT; COOLWAVE SORBET;MARIGOLD VINCA ZINNIA LAVANDULA PETUNIA WAVES DIVINE AKILA DREAMS SNAPDRAGON DIANTHUS SMALL PERENIALS COLOR GRASSES BrandRecognition Uniqueness Strong Commodity Existing Unique New and Unique Medium Weak (generic)
  • SONATA DRAGON WING CHEYENNE SPIRIT; COOLWAVE SORBET MARIGOLD VINCA ZINNIA LAVANDULA PETUNIA WAVES DIVINE AKILA DREAMS SNAPDRAGON SMALL PERENIALS COLOR GRASSES BrandRecognitio Uniqueness Strong Commodity Existing Unique New and Unique Medium Weak (generic)
  • Comparison of information style DIVINE Not listed Flower Trial
  • Comparison of information style DRAGON WING
  • Comparison of information Style COSMOS SONATA
  • Comparison of information Style COSMOS SONATA-COMBINATIONS
  • Most compact cosmos series Ideal for packs and pots Very uniform and perfect for high density production Comparison of information Style COSMOS SONATA FPS
  • Comparison of information Style COSMOS SONATA RUDY RAES
  • Comparison of information Style COSMOS SONATA-VOLMARY
  • Comparison of information Style GAZANIA NEW DAY/DAY BREAK Description: The “New Day” series is a little more compact than “Kiss” and flowers earlier
  • Comparison of information Style GAZANIA NEW DAY/DAY BREAK
  • Kiss One Page Comparison of information Style GAZANIA NEW DAY/DAY BREAK
  • Comparison of information Style GAZANIA NEW DAY/DAY BREAK Kiss (More than half Page)
  • Comparison of Information style MARIGOLD TAISHAN/BONANZA/DURANGO Not listed; Competitors’ Products:
  • Comparison of Information style MARIGOLD TAISHAN/BONANZA/DURANGO Taishan Not listed; Bonanza/Durango Renamed Competitors’ Products:
  • Comparison of Information style MARIGOLD TAISHAN/BONANZA/DURANGO Taishan Not listed; Bonanza/Durango Renamed Competitors’ Products: King: The best Tagetes with round flower heads, The colors have been selected with great care Queen: The best Tagetes with “anemone-shaped” flower heads, The colors have been selected with great care
  • Comparison of Information style MARIGOLD TAISHAN/BONANZA/DURANGO Taishan Not listed; Bonanza/Durango Renamed
  • Comparison of Information style MARIGOLD TAISHAN/BONANZA/DURANGO Competitors’ Products:
  • Comparison of Information style PANSY COOL WAVE Presented On New Catalogue Not Presented Not Presented
  • Comparison of Information style Vinca Pacifica/Titan Combinations FPS Not listedRudy Raes Volmary
  • Comparison of Information style Osteospermum Akila Combinations Not listed; Asti also not listed FPS Not Listed Rudy Raes
  • Comparison of Information style Osteospermum Akila
  • Comparison of Information style Petunia Dreams Combinations
  • Comparison of Information style Petunia Dreams Rudy Raes FPS Not listed
  • Comparison of Information style Petunia Dreams Volmary
  • Comparison of Information style Petunia Waves Combinations
  • Comparison of Information style Petunia Waves FPS Not listed
  • Comparison of Information style Petunia Waves Rudy Raes
  • Comparison of Information style Petunia Waves Volmary-easy Wave
  • Comparison of Information style CHEYENNE SPIRIT Combinations:No list FPS
  • Comparison of Information style CHEYENNE SPIRIT Volmary: Website List Rudy Raes: Not listed
  • Comparison of Information style Viola Sorbet Combinations
  • Comparison of Information style Viola Sorbet FPS Renamed Rocky but not in the newest Catalogue
  • Comparison of Information style Viola Sorbet Volmary
  • Comparison of Information style Viola Sorbet Rudy Raes Carrera
  • Combinations Weaknesses: – Listed products do not all have pictures – Too much written description and lack of listing for our key products (OSTEOSPERMUM, marigold, petunia, impatiens) • Biased emphasis on the listing products
  • Rudy Raes Strengths – Not only listing our key products: Lobelia Regatta – Technical Flowering Information on the catalogue : (E.g. Categorization of the height, seed flowering timeline) – Not always prefer competitor’s products (Antigua’s description is plain)
  • Rudy Raes Weaknesses – Our important products are not highlighted (zahara— No List) – Not aware of our new & unique products? (CHEYENNE SPIRIT ) – Renaming of our important products (Dianthus Ideal—Dichi) – Listed plant information is not positive enough • Dragon Wing “Although dragon wing” is not the most attractive of all plants we still offer it for sale…. Page 15( it is the Georgia Gold Medal Winners) Sales 2011 $81,566 2012 $30,266 2013 $39,900
  • Rudy Raes Possible Solutions – Improvement on the unique selling points. (Dragon Wing; Montagnac; New Day) – Selling services (packages) to them instead of products – Consistency of picture emphasis and description emphasis – Inform them better with our key and new products
  • An example Bellis-Bellissima
  • Volmary Strengths – User-friendliness • Informing of the important dates • Timeline of flowering information for similar series – Emphasis on important product (Viola Twix)P21 (Viola Sorbet is well presented in the catalogue (colors, varieties and new products) – Cover page presentation of our flowers –Viola (even in the newest catalogue)
  • Volmary Weaknesses – Lack of listing purchased products • Purchased the most however does not list everything – Renaming – Strong Emphasis on their own brands (Volante is both one type viola and one type vinca) Company Name Total Purchase of varieties Total List (No rename) Total Rename Total Trial 2012- 2013 Combinations Very High Level Very High Level Very Low Level Very Low Level Volmary Very High Level High Level Very High Level Medium FPS Medium Very Low Level Low Level High Level Rudy Raes High Level Very High Level High Level High Level
  • FPS as our customer Strengths – Concise verbal description of the product – Distinctive Emphasis – Uniform photo formats (Landscape, close-up, detailed)
  • FPS as our customer  Weaknesses – Lack of listing – Renaming – Using our products to complete their assortment  double sword – Outdated pictures Check – Lack of purchasing our key products (Coolwave, Sorbet) Company Name Total Purchase of varieties Total List (No rename) Total Rename Total Trial 2012- 2013 Combinations Very High Level Very High Level Very Low Level Very Low Level Volmary Very High Level High Level Very High Level Low Level FPS Low Level Very Low Level Low Level High Level Rudy Raes High Level Very High Level High Level High Level
  • FPS as our competitor What do we need to take caution with them? – Purchasing our products to complete their assortment – Their marketing strategies  eye catching – Renaming
  • FPS marketing strategies
  • FPS as our competitor What can we learn from them? – Facebook Usage • Increasing interaction between customers and the company – Linking flowers with holidays – Website • Up-to-date catalogues – Flower trial • Marketing strategies (E.g. Lavendula) • Good use of social media: After movie, after pictures, Facebook page of Syngenta, use of events on Facebook
  • FPS as our competitor What can we learn from them? – Facebook Usage • Increasing interaction between customers and the company – Linking flowers with holidays – Website • Up-to-date catalogues – Flower trial • Marketing strategies (E.g. Lavandula) • Good use of social media: After movie, after pictures, Facebook page of Syngenta, use of events on Facebook
  • Social media Usage Syngenta Photography Competition Linking flowers with holidays Syngenta FPS Facebook Page
  • Overall Comparison Area for comparison Combinations FPS Rudy Raes Volmary Catalogue •Unique selling point Not overall listed Listed Well Neutral Apparent emphasis •Flowering information Icons representation General information Technical Information(seed ing chart) General Infomation •Icons Lack explanation Complete icons No award icons More verbal communication (height) •Pictures of Our products Not perfect (Blurred, Small pictures exist) Good pictures Pictures cannot show the unique selling points (Lavandula; DayBreak) •Company information Lacking Team Representation Lacking Good Presentation •Other content of the catalogue - New Pelargonium at the beginning Series at the back( Fabulous Foliage) Chart Representation of Major events
  • Overall Comparison Area for comparison Combinations FPS Rudy Raes Volmary General Marketing Strategies •Marketing channels Website; No Facebook Website; Social Media Website (No Facebook) Website; Social Media •Website information Average Website and Informative Interesting website and informative Plain but informative website Interesting Website and Informative •Level of Content Marketing Low level Proactive attitude; Linking products with stories (FashionShow) Technical Company Proactive attitude to sell packages of Flowers (BrandCamp)
  • My suggestions on the future project Catalogue analysis: – Use this framework (Buy&list, Rename&Highlight, Product Matrix) for other catalogues. – When going details, look at • Verbal description neutrality • Page division of our products Vs. Competitors’ • Picture Size • The way they rename
  • My suggestions (cont’d. ) Naming tricks – Antigua vs. Taishan • Antigua starts with A, the first of Alphabet • Taishan: People cannot associate with the name directly – For new products: Naming it with alphabetical benefit (A.B.C. better than D.E.F)
  • My suggestions (cont’d. ) Content Marketing -Flower Awareness Day -Zahara Project -Gardening Workshops
  • My Questions Product Selling Vs. Services Selling – Has the company considered the option for our customers (e.g. to Combinations and Rudy Raes) Is highlight (but renamed) good enough? – It is obvious that our direct customers are trying hard to differentiate themselves and prioritizing on their own assortments.
  • Change of competition strategy necessary? – Why don’t we target the less competitive products to gain market? (in case of fierce competition as marigold french • Orange boy unique Fleuroselect gold medal boy series: very unique in flowering time : same as honey comb and orange jacket • Durango  super strong and super-shippable  combined service with Taishan necessary? My Questions (Cont’d.)
  • Do we worry too much? – Our customers are aware of the quality of and the potential for our seeds. (FPS: not so much emphasis on profusion, but one page emphasis on zahara double) – It is very important to build strong relationship between Rudy Raes & Combinations. • Clearly these two companies are not very specialized in marketing their flowers (Combinations has problems in the knowledge of flowers); So we can help them out. My Questions (Cont’d.)
  • The End…. Questions…?