Flower Lover Sales And Benefits Guide 11032012
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Transcript of Flower Lover Sales And Benefits Guide 11032012
Flower Lover Sales and Benefits Guide
11th March 2012
David Hama
E-mail: [email protected]
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
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
2
Product Range OverviewFlower 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
Sizes: From 18x18x18 to 34x34x32Material: PP (polypropylene)
This shape is comparable to Lechuza shape and sizes
Sizes: From 9x9x9 to 27x27x42Material: ABS (Acrylonitrile
butadiene styrene)
This shape is unique!
Sizes: From 14x14x14 to 27x27x42Material: ABS (Acrylonitrile
butadiene styrene)
This shape is unique!
Elementary Colors Elementary Colors Elementary ColorsSeasonal SeasonalSeasonal
3
• 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
Unique Material and Construction Quality (1)ABS Material avoids any additional paint, therefore no cracks and evenly distributed color
No Paint – No cracks!
4
• 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
frame fits the core almost seamlessly. Other products with a
frame usually have over 1mm of uneven gap between the
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
both implosion as well as explosion
Stable, integrated and seamless before and after use!
Unique Material and Construction Quality (2)Integrated frame, teeth-lock construction and ABS material keeps the shape intact
Stable shapeEarth and
water
weight = 45
kg !!!
Lechuza = frame on top
Flower Lover = integrated
seamless frame
Thick 3-layer
construction with
“Teeth-lock”
5
• 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
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
quality and minimum scrap
• Experience: Plastkon product s.r.o. has 20 years experience
in developing molds for highest quality plastic products from
automotive to high quality toys
Guarantee of original and difficult-to-copy design!
Unique Material and Construction Quality (3)Puzzle mold construction and beryllium cooling requires substantial investment
and mold-making experience
Original Design Beryllium
cooling
Original right-angled
design made by puzzle
mold
Chrome finish
6
Sub-irrigation SystemYears 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
naturally find their way to the
water source
• For: larger sizes
• Passive system: the roots do
not need to do anything, the
textile leads the water up
• For: smaller sizes
• Active system: the roots
naturally find their way to the
water source
• Switch plants easily: Possible to
pull out the liner from the cover
• For: larger and tall sizes
Filling hole
Extra convenient space so that the
water does not spill over around
Water level indicator
Includes two spacer plates to make sure the
indicator is always in upright vertical position
7
Flower Lover PLAY! ConceptCombine shapes to form geometrical or random patterns, change and move various sizes,
colors and shapes. Switch the color of the frame!
Switch Frame Color!
Create Combinations!
• 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
• 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
Packaging DesignThe 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
• Main photo: shows there are other shapes available and informs
customers that buying more than one item adds value – the
whole is more than the sum of its parts!
• Profile of available sizes: puts the sizes into a perspective!
Photo –
promotes
cross-selling
Available colors
Volume of earth
and water
Key benefits
Window to
see color
Available sizes
Logo for in-store
display
List of content
Key information
• Available colors
• 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!
To attract customers from further distance using the logo
To explain key benefits
To promote cross-selling
To show color
To advise and provide key parameters
1
2 3 4 5
12345
9
Shelf Design (1)Increasing the revenue and profit per m2 on the shopping floor!
Quadrato Promotion Cubico
100cm 100cm 100cm
175cm
Height
Wid
th
Depth
37cm
57cm
46cm
46cm
37cm
Item
5. Q18x18x34 2 2 2 4
4. Q18x18x17 4 4 4 8
3. Q22x22x21 6 6 6 6
2. Q25x25x24 4 4 4 4
1. Q22x22x41 2 2 2 2
Total in RRP EUR 1583,00
Quadrato – units in shelf
Quadrato – units on stock
Item
5. Q18x18x34 4 4 4 2
4. Q18x18x17 20 20 20 16
3. Q22x22x21 0 0 0 0
2. Q25x25x24 2 2 2 2
1. Q22x22x41 1 1 1 1
Total in RRP EUR 1727,00
Item
5.C9x9x9 12 12 12 12 12
C9x9x13 9 9 9 9 9
4. C14x14x14 8 8 8 0 0
3. C21x21x21 4 8 4 0 0
2. C27x27x27 1 1 1 0 0
1. C33x33x33 1 1 1 0 0
Total in RRP EUR 1792,49
Cubico – units in shelf
Cubico – units on stock
Item
5.C9x9x9 0 0 0 0 0
C9x9x13 7 7 7 7 7
4. C14x14x14 8 8 8 0 0
3. C21x21x21 0 0 0 0 0
2. C27x27x27 1 1 1 0 0
1. C33x33x33 1 1 1 0 0
Total in RRP EUR 903,35
Total order in RRP: EUR 3310,00 Total order in RRP: EUR 2695,84
10
Shelf Design (2)Increasing the revenue and profit per m2 on the shopping floor!
Cubico and Triangle
100cm 100cm
210cm
Item
6.Q22x22x41 2 2 0 0
Q34x34x32 1 1 1 1
5. Q18x18x34 6 3 6 6
4. Q25x25x24 6 6 6 12
3. Q22x22x21 10 10 10 10
2.Q22x22x41 2 2 0 0
Q18x18x17 12 12 12 12
1.Q22x22x41 2 2 0 0
Q34x34x32 1 1 1 1
Total in RRP EUR 3292,41
Cubico and Triangle - in shelf
Cubico and Triangle - in shelf
Quadrato – units in shelf
Quadrato – units on stock
Total order in RRP: EUR 5988,59Total order in RRP: EUR 3718,14
11
Item
Q18x18x17 4 4 4 4
Q22x22x21 2 2 2 2
Q25x25x24 0 0 0 0
Q34x34x32 0 0 0 0
Q18x18x34 0 0 0 3
Q22x22x41 0 0 0 0
Total in RRP EUR 425,73
Item
6.C27x27x27 2 2
T27x27x27 3 3 3
5C21x21x21 4 4 4
T21x21x21 8 8 8
4.
C9x9x9 12 12 10 10 10
C9x9x13 8 8 8 6 6
C14x14x14 5 6 5
T14x14x14 14 14 14
3.C21x21x21 4 4 4
T21x21x21 8 8 8
2. C21x42x21 4 4 4
1. C33x33x33 1 1 1
Total in RRP EUR 4720,52
Item
C9x9x9 2 2 2
C9x9x13 2 2
C14x14x14 11 10 11
C21x21x21
C27x27x27
C33x33x33 1 1 1
C21x42x21
T14x14x14 14 14 14
T21x21x21 2 2 2
T27x27x27
Total in RRP EUR 1268,07
Quadrato
60cm
Shelf Design (3)Increasing the revenue and profit per m2 on the shopping floor!
Cubico Triangle
Cubico – units in shelf
Cubico – units on stock
Item
6. C33x33x33 2 2 2
5. C33x33x33 2 2 2
4.
C9x9x9 12 12 10 10 10
C9x9x13 8 8 8 6 6
C14x14x14 10 12 10
3. C21x21x21 4 4 4 4 4
2. C42x21x21 4 4 4
1. C27x27x27 2 4 2
Total in RRP EUR 2835,32
Triangle – units in shelf
Triangle – units on stock
Item
C9x9x9 2 2 2
C9x9x13 2 2
C14x14x14 6 4 6
C21x21x21
C27x27x27
C33x33x33
C42x21x21
Total in RRP EUR 240,74
Total order in RRP: EUR 3076,06 Total order in RRP: EUR 6607,31
12
Item
6. T33x33x33 2 4 2
5. T33x33x33 2 4 2
4. T14x14x14 28 28 28 28 28
3. T21x21x21 12 12 12 4 4
2. T21x21x21 12 12 12 4 4
1. T27x27x27 5 5 5
Total in RRP EUR 6047,41
Item
C9x9x9 2 2 2
C9x9x13 2 2
C14x14x14 6 4 6
C21x21x21
C27x27x27
C33x33x33
C42x21x21
Total in RRP EUR 559,90
100cm 100cm
210cm
60cm
Shelf Design (4)Increasing the revenue and profit per m2 on the shopping floor!
Item
6.Q18x18x34 3 3 3 3
Q22x22x41 1 1 1 1
5.Q18x18x34 3 3 3 3
Q22x22x41 1 1 1 1
4.
Q18x18x17 3 3 3 3
Q22x22x21 2 2 2 2
Q25x25x24 2 2 2 2
Q34x34x32 1 0 0 1
Total in RRP EUR 1563,38
Quadrato – units in shelf
Quadrato – units on stock
Item
5. Q18x18x34 4 4 4 2
4. Q18x18x17 20 20 20 16
3. Q22x22x21 0 0 0 0
2. Q25x25x24 2 2 2 2
1. Q22x22x41 1 1 1 1
Total in RRP EUR 1075,42
Cubico and Triangle in shelf
Cubico and Triangle on stock
Total order in RRP: EUR 2638,80
Total order in RRP: EUR 2137,00
13
Item
3.
C9x9x9 4 4 4 3 3
C9x9x13 4 4 4
C14x14x14 5 6 5
C27x27x27 1 1
T14x14x14 5 5 4
T27x27x27 6 5 4
2.
C21x21x21 3 3 2
C42x21x21 2 2
T21x21x21 1 1 1
1.C33x33x33 1 1
T33x33x33 1 1
Total in RRP EUR 1934,03
Item
C9x9x9 8 8 8 9 9
C9x9x13 4 4 4
C14x14x14 11 10 11
C21x21x21 1 1
C27x27x27 1 1
C33x33x33 1 1
C42x21x21
T14x14x14 23 23 24
T21x21x21 1 1
T27x27x27 2 2 2
T33x33x33 2 2
Total in RRP EUR 2387,26
100cm
60cm
RRP = recommended retail price; minimum price level we suggest to sell at
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
Item Color Quantity
Quadrato 18x18x17 Mix 54
Quadrato 22x22x21 Mix 36
Size (mm): 800x600x1200
Total in RRP EUR 1277,10
Display 1
Item Color Quantity
Quadrato 25x25x24 Mix 30
Quadrato 34x34x32 Mix 10
Size (mm): 800x600x1200
Total in RRP EUR 999,60
Display 2
Item Color Quantity
Cubico 21x21x21 Mix 20
Cubico 42x21x21 Mix 5
Triangle 21x21x21 Mix 25
Size (mm): 665x640x1130
Total in RRP EUR 1549,50
Display 3
Item Color Quantity
Cubico 27x27x27 Mix 16
Triangle 27x27x27 Mix 12
Size (mm): 815x570x1130
Total in RRP EUR 1399,72
Display 4
14RRP = recommended retail price; minimum price level we suggest to sell at
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
Item Color Quantity
Cubico 33x33x33 Mix 12
Triangle 33x33x33 Mix 9
Size (mm): 1020x705x1160
Total in RRP EUR 1469,79
Display 5
Item Color Quantity
Quadrato 18x18x34 Mix 36
Size (mm): 800x600x1200
Total in RRP EUR 1079,64
Display 6
Item Color Quantity
Quadrato 22x22x41 Mix 18
Size (mm): 800x600x1200
Total in RRP EUR 719,82
Display 7
Item Color Quantity
Cubico 21x21x21 Mix 45
Size (mm): 665x640x1130
Total in RRP EUR 1349,55
Display 8
15
Picture not
available
RRP = recommended retail price; minimum price level we suggest to sell at
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
Item Color Quantity
Quadrato 34x34x32 Mix 42
Size (mm): 1020x705x1160
Total in RRP EUR 1679,58
Display 10
Item Color Quantity
Triangle 21x21x21 Mix 20
Triangle 27x27x27 Mix 24
Triangle 33x33x33 Mix 9
Size (mm): 1020x705x1160
Total in RRP EUR 2429,47
Display 11
Item Color Quantity
Triangle 21x21x21 Mix 30
Triangle 27x27x27 Mix 24
Triangle 33x33x33 Mix 9
Size (mm): 1020x705x1160
Total in RRP EUR 2729,37
Display 12
16
Item Color Quantity
Triangle 21x21x21 Mix 75
Size (mm): 665x640x1130
Total in RRP EUR 2249,25
Display 9
Picture not
available
RRP = recommended retail price; minimum price level we suggest to sell at
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
Item Color Quantity
Cubico 42x21x21 Mix 8
Triangle 21x21x21 Mix 16
Triangle 27x27x27 Mix 12
Triangle 33x33x33 Mix 9
Size (mm): 1020x705x1160
Total in RRP EUR 2429,47
Display 14
Item Color Quantity
Cubico 42x21x21 Mix 10
Triangle 21x21x21 Mix 21
Triangle 27x27x27 Mix 12
Triangle 33x33x33 Mix 9
Size (mm): 1020x705x1160
Total in RRP EUR 2729,37
Display 15
Item Color Quantity
Quadrato 18x18x34 Mix 36
Quadrato 22x22x41 Mix 12
Size (mm): 1020x705x1160
Total in RRP EUR 1199,90
Display 16
17
Item Color Quantity
Cubico 42x21x21 Mix 30
Size (mm): 1020x705x1160
Total in RRP EUR 1199,90
Display 13
RRP = recommended retail price; minimum price level we suggest to sell at
• Shelf Design (1) without
promotion
• Includes all sizes Quadrato
except largest Q34x34x32
• Includes all sizes Cubico
except C42x21x21
• Does not include any
Triangle shape
• Complements Shelf Design
(1) by providing Quadrato
34x34x32, Cubico 42x21x21
and all major Triangle sizes
• Includes a variety of topster
designs (free of charge)
• Ideal for in-store
promotions that will guide
the customer to the main
area where Shelf Design (1)
is located
• Shelf Design (1) including
promotion in the middle
• Shows concept Flower
Lover PLAY!, sub-irrigation
system and array of print
material and presentation
• Useful for customers who
need to touch and feel the
product before purchase
Sales ConceptThe following balanced in-store product placement concept has been tested and is
recommended for partners with available shelf-space
18
+ +
Display 10 Display 15
Value on floor: EUR 3375,49
Value on stock: EUR 2630,35
Value on floor: EUR 4408,95
Value on stock: EUR 0,00
Value on floor: EUR 0,00
Value on stock: EUR 0,00
RRP = recommended retail price; minimum price level we suggest to sell at
• 1x with every pallet
• 3 types of topsters
• Possible to hang on
wall, shelf or display
• 50x with every pallet
• 1x in every package
• Includes manual
• Check for news
• See complete range
• Give us feedback!
• 2x with every pallet
Sales Support DocumentsA broad range of printed materials are available to help in marketing
Catalogue Minicatalog-flyer
Topsters Website
19
Lechuza Price ComparisonAn example of comparable Lechuza and Flower Lover products and their retail price
(all prices include sub-irrigation system)
Lechuza name Flower Lover nameLechuza Price
(EUR)
Flower Lover RRP
(EUR)% difference
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
Future Steps and InnovationThe following innovation ideas is being suggested or already in development
• Cubico and Triangle height 75cm and 90cm
• Round shape
• New seasonal colors
New products
• New packaging box in German, French and English language
• Separate packaging for Quadrato sub-irrigation system
Packaging
• Separate packaging for Quadrato sub-irrigation system
• See examples on the right
Promotion material
21
22
Flower Lover is your opportunity!