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THE FLOWER DESIGN AWARD 2013

THE FLOWER DESIGN AWARD 2013. 30 September 2013 Anett Madsen. The Flower Design Award. The Flower Design Award – TFDA – was launched in 2012 TFDA is a cooperation between Danish Horticulture, Danish Ornamentals and Designskolen Kolding

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THE FLOWER DESIGN AWARD 2013

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  1. THE FLOWER DESIGN AWARD 2013 30 September 2013 Anett Madsen

  2. The Flower Design Award • The Flower Design Award – TFDA – was launched in 2012 • TFDA is a cooperation between Danish Horticulture, Danish Ornamentals and Designskolen Kolding • The aim is to re-launch the pot plants (NOT CUT FLOWERS) so that they once again become a natural part of interior design • First prize is a travel scholarship of DKK 25,000 • 5 second prizes – travel scholarships – each of DKK 5,000 • Read more at flowerdesignaward.com

  3. TFDA-winner 2012 - URBAN PLANTING

  4. Facts • Export value – approx. 3 billion DKK • Market – primarily Europe – has to be in truck distance • Competition – Holland's flower production is 20 times greater compared to Denmark

  5. Challenges • Our product has not increased in price over the last 25 - 30 years • Those who know the most about flowers today are women + 50 years • We have lost the consumers from 25 years and up • How can we bring pot plants back into homes and gardens?

  6. More challenges • The product must go through sales companies and retailers BEFORE the consumer can buy it in the sales channels • The sales channels are responsible for presenting and branding our product

  7. Theme – TFDA 2013 “How to present pot plants to the consumer in the sales channels, defined as flower shops, garden centers and/or supermarkets” • Presentation in general • Caretaking in the sales channels • Customer expectations • Packaging solutions • Differentiation of the product

  8. 1 • Presentation in general – this refers primarily to supermarkets where the plants are placed at boring containers, but could also be new ideas for the garden centers and flower shops

  9. Supermarket

  10. Garden centre

  11. Flower shop

  12. Focus on - 2 • Caretaking in the sales channels – this refers to the fact that flowers are often placed close to fruit and vegetables in the supermarkets, but flowers do not thrive next to fruit (ethylene). Some plants should be kept cool while others need higher temperatures, and of course most plants need to be watered now and then

  13. Focus on - 3 • Customer expectations – how to increase customer satisfaction by making sure that the customer knows - in advance - how to care for the plant and what to expect (watering, shelf life, flowering, lifetime, etc.)

  14. Focus on - 4 • Packaging solutions – mainly supermarkets and garden centres, how to make it easy for the customer to transport the product, find inspiration, care instructions, etc.

  15. Focus on - 5 • Differentiation of the product – How can - for instance - a flower shop differentiate the product from the same product offered in the supermarket next door, so that the customers find it okay to pay a higher price if they choose to buy the product in the flower shop?

  16. THE FLOWER DESIGN AWARD 2013 30 September 2013 Anett Madsen

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