Download Marketing Greenhouse Products

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plant02.htm
Marketing Greenhouse Products
2181
Heather Dombroski
Upon Completion of This Lesson
You will be able to . . .
• Describe types of customers and their needs
• Discuss and analyze marketing strategies
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What is Marketing?
• Finding or creating a demand for your
product in the marketplace, when that is
achieved potential buyers must be able to
pay a fair price for the product
Considering Marketing Territory
for a Greenhouse
• Most greenhouses have customers which are less
than a days drive away
• They generally sent trucks on a different route
each day (Mon-north, Tues-east)
• Economical situations should be considered
(anticipated sales justify wear and tear on vehicles,
driving large distances for a small order)
Territory Continued
• Number of potential customers in the area
• Future expansion of sales in the area
• Competition, gaining buyers, having the
best product, building trust
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Marketing Plants
• With advance contracts bedding plants are produced by
large greenhouses and sold to retail outlets
• Sales are usually done in June after the main sales
period (the retailer can prepare the best selling varieties)
• When using the school greenhouse a contract should be
drawn up between both parties
• Selling to local customers gives students an opportunity
to run and manage their own business for practice and
experience
Most Sales are Made Through
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Garden stores
Flower shops
Roadside stands
Chain stores
As well as locals
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A Potential Buyer
• In order to successfully market greenhouse
crops, a grower needs to know exactly who
their customers are (retail outlets or mass
markets or both).
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Types of Buyers
• Mass market outlets are large stores that offer
limited services and specialize in low prices.
These outlets purchase large amount of
greenhouse products.
• Retail nurseries and garden centers may not be
able to grow enough greenhouse products to
satisfy their needs so they purchase finished crops
from other growers. These customers are usually
consistent buyers on a year-round basis.
Types of Buyers
• Florist shops generally purchase foliage and
blooming pot plants on a year-round basis and
seasonal crops for holiday sales. These customers
do not buy large amounts of plants but they will
purchase regularly each week.
• Retail consumers are the biggest potential buyer
for a greenhouse. Is your greenhouse interested in
selling directly to the consumer?
Customer’s Needs
• A greenhouse grower must produce crops
that will be appealing and desirable to the
predicted buyers. Successful greenhouses
survive by satisfying customers with the
products and services they desire. The type
of customer has a large effect on the type of
product grown.
Buyer Needs
• Mass market outlets generally want small
sized products that are inexpensive
– increase the price of the product 10-20%
– usually want 8- or 10- inch hanging baskets
– Very seldom will they request specific cultivars
or crops
– Cost is a major consideration
Buyer Needs
• Retail nurseries and garden centers are more
interested in quality but they are still very
price conscious
– They prefer 10 inch or larger hanging baskets
– They are concerned about how the plant will
perform for the consumer
– Specific species and cultivars are requested
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Buyer Needs
• Florist shops demand the highest quality.
Their products sell for higher prices so they
must have large, top quality plants.
– do not request specific cultivars, but will
preference colors
– prefer larger plants than other customers
Buyers Needs
• Desires of retail consumers are the most
difficult to predict. The plants and colors
preferred by consumers change from year to
year
– size of plants needed for retail consumers are
very diverse but most are 4 & 6 inch
– Perennials are big sellers in retail
– Herbs are increasing and vegetables are
decreasing
Marketing Strategies
• A marketing strategy is a written plan
telling how the business will operate.
• This plan can be modified and updated.
There will probably be mistakes to be
corrected and new ideas to be implemented.
• Without a plan the business has no goals or
direction and it cannot grow and profit
Factors in Marketing Strategies
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Intended customers
Marketing area
Sales procedure
Operating hours
Advertising
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Advertising
• Stationary with logo (ink pens, rulers,
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flower pots)
Writing gardening column in newspaper
weekly
Provide gardening tips on radio
Providing plants for community functions
Professional and effective Ad
Etc.
Is there any Questions?
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