1. Flower Lover
Sales and Benefits Guide
11th March 2012
David Hama
E-mail: david.hama@flowerlover.eu
Tel: +420 603 803 779
www.flowerlover.eu
Confidential! Please do not redistribute this
document outside of your company without
previously informing David Hama
1
2. Purpose of this document
• To explain more details about the benefits and the quality of Flower Lover products
• To suggest shelf and display design
• Give overview of what marketing material is available to promote the products
• Compare Flower Lover with competition
• Suggest and discuss future innovation ideas
Note: This document assumes the reader knows Flower Lover and competitors’ products. It is suggested this document is read
together in company with the Product Catalogue, Minicatalog-Flyer and a Pricelist
Table of content:
Page 3. Product range overview
Page 4. Material and construction quality
Page 7. Sub-irrigation system
Page 8. PLAY! Concept
Page 9. Packaging design
Page 10. Shelf design
Page 11. Display designs
Page 13. Sales support documents
Page 14. Price comparison
Page 15. Future steps and innovation
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3. Product Range Overview
Flower Lover currently boasts over 100 product variations in 3 shapes,
3 sub-irrigation system types, 4 to 5 colors and around 7 sizes
Quadrato Cubico Triangle
Elementary Colors Seasonal Elementary Colors Seasonal Elementary Colors Seasonal
Sizes: From 18x18x18 to 34x34x32 Sizes: From 9x9x9 to 27x27x42 Sizes: From 14x14x14 to 27x27x42
Material: PP (polypropylene) Material: ABS (Acrylonitrile Material: ABS (Acrylonitrile
butadiene styrene) butadiene styrene)
This shape is comparable
to Lechuza shape and sizes This shape is unique! This shape is unique!
3
4. Unique Material and Construction Quality (1)
ABS Material avoids any additional paint, therefore no cracks and evenly distributed color
No Paint – No cracks!
• Flower Lover does not use any additional painted layer on the
products. The ABS material can achieve glossy chromatic
surface by itself and therefore the color is mixed inside the
material, thus avoiding any design cracks during freezing
temperatures or when customers handle the products in
shops
• ABS plastic has been used in the hi-tech industry, especially in
electronics (Apple, Sony) and in durable kitchen appliances
such as electric kettles (Braun) or high-end coffee machines
(Nespresso)
• The ABS material is about twice as expensive as PP
(polypropylene)
• It is more durable and has evenly distributed color across the
whole area
4
5. Unique Material and Construction Quality (2)
Integrated frame, teeth-lock construction and ABS material keeps the shape intact
Earth and
Stable shape water
weight = 45
kg !!!
• Combination of the tool construction and use of ABS material
we aimed to have very thick walls up to 7mm with three-
layer construction. Thick walls ensure that even at the
biggest sizes the shape does not change. Competitors' shapes
usually implode during transport or change its shape and
become “fat” when filled with mass of earth and water. Our
products maintain the shape all the time.
• Teeth-lock: The thick walls enable to create “teeth” on the
top of the core so that we can attach the top frame. This
Thick 3-layer
frame fits the core almost seamlessly. Other products with a construction with
frame usually have over 1mm of uneven gap between the “Teeth-lock”
frame and the core which is not aesthetic. We are the only
manufacturer with a seamless integration of the frame to the
core.
• Integrated Frame: Flower Lover has an integrated frame (you
do not see the frame when looking from the side). Unlike
Lechuza where the frame is on top, Flower Lover frame is
inside. When the flower pot is filled with water and earth (up
to 45kg of weight) only the integrated frame can prevent Lechuza = frame on top
both implosion as well as explosion Flower Lover = integrated
seamless frame
Stable, integrated and seamless before and after use!
5
6. Unique Material and Construction Quality (3)
Puzzle mold construction and beryllium cooling requires substantial investment
and mold-making experience
Original Design Beryllium
cooling
• Puzzle mold construction: The right angled shapes are
difficult to produce because the mold has four additional
moving parts and it looks like a puzzle. Have a look at Lechuza
flower pots and ask a question: Why Lechuza does not have
any right angled shapes? Why do they have only rounded or
conic shapes? This has its obvious advantages – no one else
has it or will have it. It is financially and technically very Chrome finish
demanding to produce such a shape
• No Copy!: A copycat would need at least EUR 2 million
investment to copy the shapes! The competitors do not have
money or experience and therefore you can be sure you are
buying a unique product that does not have a match on the
market. Just have a look at Lechuza shapes, they are now
everywhere. Every Polish, Italian and even Chinese
manufacturer copies their shapes!!! This will not happen with
Cubico and Triangle
• Beryllium cooling and chrome finish: ensures long-term Original right-angled
quality and minimum scrap design made by puzzle
• Experience: Plastkon product s.r.o. has 20 years experience mold
in developing molds for highest quality plastic products from
automotive to high quality toys
Guarantee of original and difficult-to-copy design!
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7. Sub-irrigation System
Years of research, testing and experience define the sophisticated Flower Lover sub-irrigation
system. Please note: keramzite or plant are not part of the package
Separator Small liner Large liner
• Active system: the roots • Passive system: the roots do • Active system: the roots
naturally find their way to the not need to do anything, the naturally find their way to the
water source textile leads the water up water source
• For: larger sizes • For: smaller sizes • Switch plants easily: Possible to
pull out the liner from the cover
• For: larger and tall sizes
Filling hole Water level indicator
Extra convenient space so that the Includes two spacer plates to make sure the
water does not spill over around indicator is always in upright vertical position
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8. Flower Lover PLAY! Concept
Combine shapes to form geometrical or random patterns, change and move various sizes,
colors and shapes. Switch the color of the frame!
Switch Frame Color!
• It is possible to change the color of the frame and
create vivid color combinations where the core color
is different from the color of the frame
• The customer needs to buy two products in the same
color in order to do that
Create Combinations!
• The true sophistication of Flower Lover is best
expressed in the product line as a whole
• Customers want to buy more than just 1 product, they
want to own the complete range of Flower Lover
• This promotes cross-selling
8
9. Packaging Design
The packaging has been specifically designed to help to market the product in the stores,
promote cross-selling and explain key benefits to the customer
Cross-selling Promotion
Photo – Volume of earth Logo for in-store
promotes and water display
• Main photo: shows there are other shapes available and informs cross-selling Window to
List of content
customers that buying more than one item adds value – the see color
Key benefits
whole is more than the sum of its parts! Available colors Available sizes
• Profile of available sizes: puts the sizes into a perspective!
1
Key information
• Available colors
2 3 4 5
• Transparent window to check color
• Volume of earth and water reservoir
In-store marketing
• Turn around the packaging to fit its purpose on the shelf!
1 To attract customers from further distance using the logo
2 To explain key benefits
3 To promote cross-selling
4 To show color
5 To advise and provide key parameters
9
10. Shelf Design (1)
Increasing the revenue and profit per m2 on the shopping floor!
Quadrato Promotion Cubico
Quadrato – units in shelf Cubico – units in shelf
Item Item
5. Q18x18x34 2 2 2 4 C9x9x9 12 12 12 12 12
Depth 5.
4. Q18x18x17 4 4 4 8 C9x9x13 9 9 9 9 9
37cm
3. Q22x22x21 6 6 6 6 4. C14x14x14 8 8 8 0 0
2. Q25x25x24 4 4 4 4 3. C21x21x21 4 8 4 0 0
1. Q22x22x41 2 2 2 2 37cm 2. C27x27x27 1 1 1 0 0
1. C33x33x33 1 1 1 0 0
Total in RRP EUR 1583,00
Total in RRP EUR 1792,49
Height
46cm
175cm
Cubico – units on stock
Quadrato – units on stock
46cm Item
Item
C9x9x9 0 0 0 0 0
5. Q18x18x34 4 4 4 2 5.
C9x9x13 7 7 7 7 7
4. Q18x18x17 20 20 20 16 4. C14x14x14 8 8 8 0 0
3. Q22x22x21 0 0 0 0
57cm
3. C21x21x21 0 0 0 0 0
2. Q25x25x24 2 2 2 2 2. C27x27x27 1 1 1 0 0
1. Q22x22x41 1 1 1 1 1. C33x33x33 1 1 1 0 0
Total in RRP EUR 1727,00 Total in RRP EUR 903,35
Width
100cm 100cm 100cm
Total order in RRP: EUR 3310,00 Total order in RRP: EUR 2695,84
10
11. Shelf Design (2)
Increasing the revenue and profit per m2 on the shopping floor!
Cubico and Triangle Quadrato
Cubico and Triangle - in shelf Quadrato – units in shelf
Item
Item
C27x27x27 2 2
6.
T27x27x27 3 3 3 Q22x22x41 2 2 0 0
6.
C21x21x21 4 4 4 Q34x34x32 1 1 1 1
5
T21x21x21 8 8 8
5. Q18x18x34 6 3 6 6
C9x9x9 12 12 10 10 10
4. Q25x25x24 6 6 6 12
C9x9x13 8 8 8 6 6
4. 3. Q22x22x21 10 10 10 10
C14x14x14 5 6 5
T14x14x14 14 14 14 Q22x22x41 2 2 0 0
2.
C21x21x21 4 4 4 Q18x18x17 12 12 12 12
3.
T21x21x21 8 8 8
Q22x22x41 2 2 0 0
2. C21x42x21 4 4 4 1.
Q34x34x32 1 1 1 1
1. C33x33x33 1 1 1
Total in RRP EUR 4720,52 210cm Total in RRP EUR 3292,41
Cubico and Triangle - in shelf
Item
Quadrato – units on stock
C9x9x9 2 2 2 Item
C9x9x13 2 2
C14x14x14 11 10 11 Q18x18x17 4 4 4 4
C21x21x21 Q22x22x21 2 2 2 2
C27x27x27 Q25x25x24 0 0 0 0
C33x33x33 1 1 1 60cm Q34x34x32 0 0 0 0
C21x42x21 0 0 0 3
Q18x18x34
T14x14x14 14 14 14
Q22x22x41 0 0 0 0
T21x21x21 2 2 2
Total in RRP EUR 425,73
T27x27x27
Total in RRP EUR 1268,07 100cm 100cm
Total order in RRP: EUR 3718,14
Total order in RRP: EUR 5988,59
11
12. Shelf Design (3)
Increasing the revenue and profit per m2 on the shopping floor!
Cubico Triangle
Cubico – units in shelf Triangle – units in shelf
Item Item
6. C33x33x33 2 2 2 6. T33x33x33 2 4 2
5. C33x33x33 2 2 2 5. T33x33x33 2 4 2
C9x9x9 12 12 10 10 10 4. T14x14x14 28 28 28 28 28
4. C9x9x13 8 8 8 6 6 3. T21x21x21 12 12 12 4 4
C14x14x14 10 12 10 2. T21x21x21 12 12 12 4 4
3. C21x21x21 4 4 4 4 4 1. T27x27x27 5 5 5
2. C42x21x21 4 4 4 Total in RRP EUR 6047,41
1. C27x27x27 2 4 2
210cm
Total in RRP EUR 2835,32
Cubico – units on stock Triangle – units on stock
Item Item
C9x9x9 2 2 2 C9x9x9 2 2 2
C9x9x13 2 2 C9x9x13 2 2
C14x14x14 6 4 6 C14x14x14 6 4 6
C21x21x21 C21x21x21
C27x27x27
60cm C27x27x27
C33x33x33 C33x33x33
C42x21x21 C42x21x21
Total in RRP EUR 240,74 Total in RRP EUR 559,90
100cm 100cm
Total order in RRP: EUR 3076,06 Total order in RRP: EUR 6607,31
12
13. Shelf Design (4)
Increasing the revenue and profit per m2 on the shopping floor!
Quadrato – units in shelf Cubico and Triangle in shelf
Item Item
C9x9x9 4 4 4 3 3
Q18x18x34 3 3 3 3
6. C9x9x13 4 4 4
Q22x22x41 1 1 1 1 C14x14x14 5 6 5
3.
Q18x18x34 3 3 3 3 C27x27x27 1 1
5.
Q22x22x41 1 1 1 1 T14x14x14 5 5 4
T27x27x27 6 5 4
Q18x18x17 3 3 3 3
C21x21x21 3 3 2
Q22x22x21 2 2 2 2
4. 2. C42x21x21 2 2
Q25x25x24 2 2 2 2 T21x21x21 1 1 1
Q34x34x32 1 0 0 1 C33x33x33 1 1
1.
Total in RRP EUR 1563,38 T33x33x33 1 1
Total in RRP EUR 1934,03
Quadrato – units on stock
Cubico and Triangle on stock
Item
Item
5. Q18x18x34 4 4 4 2 C9x9x9 8 8 8 9 9
4. Q18x18x17 20 20 20 16 C9x9x13 4 4 4
3. Q22x22x21 0 0 0 0 C14x14x14 11 10 11
C21x21x21 1 1
2. Q25x25x24 2 2 2 2
C27x27x27 1 1
1. Q22x22x41 1 1 1 1
C33x33x33 1 1
Total in RRP EUR 1075,42 C42x21x21
T14x14x14 23 23 24
Total order in RRP: EUR 2638,80 60cm T21x21x21 1 1
T27x27x27 2 2 2
T33x33x33 2 2
Total in RRP EUR 2387,26
Total order in RRP: EUR 2137,00
RRP = recommended retail price; minimum price level we suggest to sell at
100cm
13
14. Display Design (1)
The following items are not suitable for shelf design and therefore are in displays. The displays
should not be stacked on top of each other to avoid destroying them
Display 1 Display 2 Display 3 Display 4
Item Color Quantity Item Color Quantity Item Color Quantity Item Color Quantity
Quadrato 18x18x17 Mix 54 Quadrato 25x25x24 Mix 30 Cubico 21x21x21 Mix 20 Cubico 27x27x27 Mix 16
Quadrato 22x22x21 Mix 36 Quadrato 34x34x32 Mix 10 Cubico 42x21x21 Mix 5 Triangle 27x27x27 Mix 12
Triangle 21x21x21 Mix 25
Size (mm): 800x600x1200 Size (mm): 800x600x1200 Size (mm): 665x640x1130 Size (mm): 815x570x1130
Total in RRP EUR 1277,10 Total in RRP EUR 999,60 Total in RRP EUR 1549,50 Total in RRP EUR 1399,72
RRP = recommended retail price; minimum price level we suggest to sell at
14
15. Display Design (2)
The following items are not suitable for shelf design and therefore are in displays. The displays
should not be stacked on top of each other to avoid destroying them
Picture not
available
Display 5 Display 6 Display 7 Display 8
Item Color Quantity Item Color Quantity Item Color Quantity Item Color Quantity
Cubico 33x33x33 Mix 12 Quadrato 18x18x34 Mix 36 Quadrato 22x22x41 Mix 18 Cubico 21x21x21 Mix 45
Triangle 33x33x33 Mix 9
Size (mm): 1020x705x1160 Size (mm): 800x600x1200 Size (mm): 800x600x1200 Size (mm): 665x640x1130
Total in RRP EUR 1469,79 Total in RRP EUR 1079,64 Total in RRP EUR 719,82 Total in RRP EUR 1349,55
RRP = recommended retail price; minimum price level we suggest to sell at
15
16. Display Design (3)
The following items are not suitable for shelf design and therefore are in displays. The displays
should not be stacked on top of each other to avoid destroying them
Picture not
available
Display 9 Display 10 Display 11 Display 12
Item Color Quantity Item Color Quantity Item Color Quantity Item Color Quantity
Triangle 21x21x21 Mix 75 Quadrato 34x34x32 Mix 42 Triangle 21x21x21 Mix 20 Triangle 21x21x21 Mix 30
Triangle 27x27x27 Mix 24 Triangle 27x27x27 Mix 24
Triangle 33x33x33 Mix 9 Triangle 33x33x33 Mix 9
Size (mm): 665x640x1130 Size (mm): 1020x705x1160 Size (mm): 1020x705x1160 Size (mm): 1020x705x1160
Total in RRP EUR 2249,25 Total in RRP EUR 1679,58 Total in RRP EUR 2429,47 Total in RRP EUR 2729,37
RRP = recommended retail price; minimum price level we suggest to sell at
16
17. Display Design (4)
The following items are not suitable for shelf design and therefore are in displays. The displays
should not be stacked on top of each other to avoid destroying them
Display 13 Display 14 Display 15 Display 16
Item Color Quantity Item Color Quantity Item Color Quantity Item Color Quantity
Cubico 42x21x21 Mix 30 Cubico 42x21x21 Mix 8 Cubico 42x21x21 Mix 10 Quadrato 18x18x34 Mix 36
Triangle 21x21x21 Mix 16 Triangle 21x21x21 Mix 21 Quadrato 22x22x41 Mix 12
Triangle 27x27x27 Mix 12 Triangle 27x27x27 Mix 12
Triangle 33x33x33 Mix 9 Triangle 33x33x33 Mix 9
Size (mm): 1020x705x1160 Size (mm): 1020x705x1160 Size (mm): 1020x705x1160 Size (mm): 1020x705x1160
Total in RRP EUR 1199,90 Total in RRP EUR 2429,47 Total in RRP EUR 2729,37 Total in RRP EUR 1199,90
RRP = recommended retail price; minimum price level we suggest to sell at
17
18. Sales Concept
The following balanced in-store product placement concept has been tested and is
recommended for partners with available shelf-space
+ +
Display 10 Display 15
• Complements Shelf Design
(1) by providing Quadrato • Shelf Design (1) including
• Shelf Design (1) without
34x34x32, Cubico 42x21x21 promotion in the middle
promotion
and all major Triangle sizes • Shows concept Flower
• Includes all sizes Quadrato
• Includes a variety of topster Lover PLAY!, sub-irrigation
except largest Q34x34x32
designs (free of charge) system and array of print
• Includes all sizes Cubico
• Ideal for in-store material and presentation
except C42x21x21
promotions that will guide • Useful for customers who
• Does not include any
the customer to the main need to touch and feel the
Triangle shape
area where Shelf Design (1) product before purchase
is located
Value on floor: EUR 3375,49 Value on floor: EUR 4408,95 Value on floor: EUR 0,00
Value on stock: EUR 2630,35 Value on stock: EUR 0,00 Value on stock: EUR 0,00
RRP = recommended retail price; minimum price level we suggest to sell at
18
19. Sales Support Documents
A broad range of printed materials are available to help in marketing
Catalogue Minicatalog-flyer
• 50x with every pallet
• 2x with every pallet • 1x in every package
• Includes manual
Topsters Website
• 1x with every pallet
• Check for news
• 3 types of topsters
• See complete range
• Possible to hang on
• Give us feedback!
wall, shelf or display
19
20. Lechuza Price Comparison
An example of comparable Lechuza and Flower Lover products and their retail price
(all prices include sub-irrigation system)
Lechuza Price Flower Lover RRP
Lechuza name Flower Lover name % difference
(EUR) (EUR)
Quadro 21 Quadrato 18 24,95 12,99 48%
Quadro 21 Quadrato 22 24,95 15,99 36%
Quadro 28 Quadrato 25 34,95 19,99 43%
Quadro 35 Quadrato 34 47,95 39,99 17%
Source: Dehner Frankenthal, 3/3/2012
20
21. Future Steps and Innovation
The following innovation ideas is being suggested or already in development
New products
• Cubico and Triangle height 75cm and 90cm
• Round shape
• New seasonal colors
Packaging
• New packaging box in German, French and English language
• Separate packaging for Quadrato sub-irrigation system
Promotion material
• Separate packaging for Quadrato sub-irrigation system
• See examples on the right
21
