Floral Design

Plant: Amaryllis

Term: Marketing

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

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”

Basics of Marketing

• 4 Ps Target Market

Product Placement Promotion Price

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?

Placement

• How a product flows from producer to consumer

• Where will the customer buy the product?

Promotion

• How will the public know what you have to sell?

• Will people trust your business?

• Will people believe they are getting good value?

Pricing

• Supply & Demand

• Introductory prices

• Sales

• Loss leaders

• Premium pricing - link

• Attractive numbers ($9.89)

Marketing

• Who are the customers I want to find, develop, & keep?

• What products and services must I offer to develop these customers?

Marketing Mix

• Unique for each product

• Need to correctly identify the correct market for the products

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

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.

Guerilla Marketing Examples

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

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

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