MARKETING
By Nils Klemm
How to Promote Cut Flowers?
A look into neighboring industry segments: Marketing and Promotion Initiatives of Pot and Bedding Plants.
O
ne of the challenges of our industry com- pared to others that produce so called fast moving consumer goods (FMCG) is the fact
that our industry is comparatively fragmented. This is true for all segments, whether we are looking at cut flowers, potted, or bedding plants. This is surely not helping, when we think about marketing and promotion activities. Marketing and promotion is one of the areas where size matters. As an industry we battle for a share of the consumer’s wallet. The choices are numerous: flowers compete against per- fume, candy, clothes and decoration accessories, and gift items, many of them stemming from large multinational consumer goods companies with deep pockets when it comes to marketing and pro- motion budgets.
S I
electa is one of the breeding companies’ active in all three segments: pot and bedding plants as well as cut flowers. In all segments we are
faced in various product classes with flat or slightly shrinking markets, which says these products are losing consumer interest. Hence it might be worth- while to learn of marketing and promotion activities that have managed to overcome this situation.
n that regard I would like to introduce to you the Stars for Europe campaign. Stars for Europe is an initiative of the leading Poinsettia breeders fo- cused on the European market. Selecta is market leader, followed by others such as Dümmen, Ecke, Syngenta, and a few other breeders. The promo- tion is currently running in 16 European countries.
Stars for Europe promotion is currently running in 16 European countries. It focuses in particular upon the versatile options for using poinsettias (such as gift item or decorative item for home and business).
16 FloralNews
www.SelectaCutFlowers.com
All images © Stars for Europe
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