Professional Documents
Culture Documents
Competition
Direct competitors - Other garden centers: Jardiland, Vive le jardin, Jardinerie Truffault, Gamm vert & Hermes Jardinerie (focused on ecological gardening) Tree nurseries
Market segmentation
Target: - people who like nature - people who like gardening - people who care about the environment - people who want natural, ecological and organic products
Principally, people who are 30 to 70 years old, they like gardening and live mainly in houses, and finally they have enough leisure time.
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Marketing-mix
Product: Products related to the garden, the pets and the biological food. Promotion: Development of the customers loyalty with a club, flyers and catalogs in recycled paper, internet website. Place: 59 shops in France and 6 companies in Italy
Positioning
We found out that our business was perceived by our existing clients as having a quite good ecological positioning and a quite good services to customers in comparison to most of our direct competition. But we have to develop a better services to the customers in order to be better than the tree nurseries. (graphic in annex).
SOURCES OF INFORMATIONS: The web site of the company : http://www.botanic.com Interview with the director of the shop Botanic in Troyes, Miss GUYONNEAU.
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Marketing strategy
See annex 1
Next year Botanic will develop a landscape gardeners service, mainly for our existing customers, as well as to attract new customers. In parallel, Botanic will promote the existing services and products. Furthermore, we will open our own garden training center in the last quarter of next year.
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Desired marketing-mix
Product: Create a new service: department of landscape gardening in each Botanic shop. Place: In each of the 59 shop of Botanic. Promotion: - Recycled paper flyers to be handed-in to the customer within the shops. - Banners on company website and advertising in gardening magazines like Rustica Price: - Less expensive that traditional landscape gardener. - Different options are available.
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Position gaps
See annex 2
We will keep our ecological position and try to improve it. We will also improve our customers loyalty and the contact with our customers in order to minimize the perceptual gap with our new service because its customized. For example, we will emphasize the politeness and contact of our employees towards our customers: Employees will ask to be called by their first name in order to create a better relationship with the customer (They will know and trust our employees).
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Sales forecast
Our landscape gardening service will be approximately 20 or 25% cheaper than the traditional gardening service. The average price of this service is: 3,000 Euros for the all inclusive options for an average garden. We are expected to operate 5 gardens per months. Next year, our revenue with our new service is expected to be: 115,000 Euros.
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We are going to revise the following quality of service standards: o the quality of our employees (politeness as an example). o how to increase clients satisfaction rates.
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Gantt scheme
See annex 3
WHAT
WHO
COST
COMMENTS
Flyers in postal boxes of Marketing households towards year-end Manager Sales In-store sales promotion Manager Marketing Articles in garden magazines Manager
3 000 Database in France Distribute near the 5 000 department of plants In the local newspaper 15 000 or in garden magazine
23 000
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Feb
Mar
Apr
May
June
July
Aug
Sep
Oct
Nov
Dec
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Activity
Mon
Tue
Wed
Thu
Fri
Sat/ Sun
All the employees in the shop to take care of the customers Gardening workshop Weekly meeting
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Criteria of success
Based on this years results and performance, we would achieve a new ecological engagement label.
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