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Floral Design Plant: Amaryllis Term: Marketing
Amaryllis <ul><li>Genus: Hippeastrum </li></ul><ul><li>Availability: year-round </li></ul><ul><li>Color: red, orange, pink...
Marketing <ul><li>the business activity of presenting products or services in such a way as to make them  desirable   </li...
Basics of Marketing <ul><li>4 Ps Target Market  </li></ul>Product Placement Promotion Price
Product <ul><li>What are you trying to sell? </li></ul><ul><li>What is the quality of the product? </li></ul><ul><li>What ...
Placement <ul><li>How a product flows from producer to consumer </li></ul><ul><li>Where will the customer buy the product?...
Promotion <ul><li>How will the public know what you have to sell? </li></ul><ul><li>Will people trust your business? </li>...
Pricing <ul><li>Supply & Demand </li></ul><ul><li>Introductory prices </li></ul><ul><li>Sales </li></ul><ul><li>Loss leade...
Marketing <ul><li>Who are the customers I want to find, develop, & keep? </li></ul><ul><li>What products and services must...
Marketing Mix <ul><li>Unique for each product </li></ul><ul><li>Need to correctly identify the correct market for the prod...
SWOT <ul><li>SWOT  analysis is a tool for auditing an organization and its environment.  </li></ul><ul><li>It is the first...
Guerrilla Marketing <ul><li>Guerrilla marketing  is an unconventional system of promotions that relies on time, energy and...
Guerilla Marketing Examples
Market Survey <ul><li>Identify Customer </li></ul><ul><ul><li>Age </li></ul></ul><ul><ul><li>Gender </li></ul></ul><ul><ul...
Marketing Project <ul><li>Today - Select 5 floral or related products to market </li></ul><ul><li>Identify the Placement o...
Example <ul><li>Product 1: -  </li></ul><ul><ul><li>Romantic Rose bouquet </li></ul></ul><ul><ul><li>Good quality flowers ...
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11 30 Marketing

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11 30 Marketing

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

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