1 retail ready sales training “defending margins by compressing the supply chain” oberlin, ohio...

11

Retail Ready Retail Ready Sales TrainingSales Training

““Defending Margins by Defending Margins by Compressing the Supply Chain”Compressing the Supply Chain”

Oberlin, OhioOberlin, OhioFebruary 8,9, 2005February 8,9, 2005

22

Confronting Reality with Confronting Reality with Retail Ready ProgramsRetail Ready Programs

Product Development Group (PDG) Product Development Group (PDG) Established to “Compress” the Supply Established to “Compress” the Supply ChainChain

Group of Five BreedersGroup of Five Breeders– Paul Ecke RanchPaul Ecke Ranch– Goldsmith SeedsGoldsmith Seeds– Sakata SeedsSakata Seeds– DummenDummen– Kieft SeedsKieft Seeds

33

PDG ObjectivePDG Objective

Develop “Retail Ready” Programs For Develop “Retail Ready” Programs For The Growers That Service The Large The Growers That Service The Large National RetailersNational Retailers

– Utilize Industry Leading Genetics From The Utilize Industry Leading Genetics From The Five Breeding Companies To Offer Five Breeding Companies To Offer Complete Package Complete Package

– Maximize Seasonal OpportunitiesMaximize Seasonal Opportunities

44

Grower Marketing Grower Marketing OpportunitiesOpportunities

PDG will develop programs for all Four PDG will develop programs for all Four SeasonsSeasons – SpringSpring– SummerSummer– FallFall– WinterWinter

55

OpportunitiesOpportunities

Increase Space UtilizationIncrease Space Utilization Increase Cash FlowIncrease Cash Flow Staying Closer To The CustomerStaying Closer To The Customer Working Closer With The Supply Working Closer With The Supply

ChainChain Offer Programs Not Just ProductsOffer Programs Not Just Products

66

PDG Operational Guidelines PDG Operational Guidelines

Programs Created For Programs Created For GrowersGrowers To To Offer To RetailersOffer To Retailers– This is A Grower to Retailer Interface ONLYThis is A Grower to Retailer Interface ONLY

PDG Will Support Growers at their PDG Will Support Growers at their RequestRequest

77

Retail Ready Program Retail Ready Program StructureStructure

Suggested VarietiesSuggested Varieties Container SizesContainer Sizes LabelingLabeling Point of Purchase (POP) MaterialsPoint of Purchase (POP) Materials Suggested Retail & Wholesale PricesSuggested Retail & Wholesale Prices Estimated Gross Margins & Cart ValueEstimated Gross Margins & Cart Value Cultural and Technical SupportCultural and Technical Support

88

Retail Ready Program Retail Ready Program OfferingOffering

Program Name Program Type Region(s)Region(s)

Garden Accents Ornamental Grass All

Lasting Color Perennials N4-6; S7-10

Patriot Red/White & Blue All

Summer Sizzlers Summer Annuals All

Wal*Mart – Summer ‘05

99

An “Every Day Low Price” Grass Program that can sell in high volume using only the most popular

varieties. 5” Label with Program Name5” Label with Program Name 4” Pot, 10 per shuttle tray4” Pot, 10 per shuttle tray Suggested PricingSuggested Pricing

Retail Retail $ 1.97$ 1.97 Wholesale Wholesale $ 1.30$ 1.30

Cart ValueCart Value $ 702.00$ 702.00

Wal*Mart Wal*Mart Garden AccentsGarden Accents

4” Pot - 10 per Shuttle Tray

Key Selling Points• Lowest Price Retail Grass Program• Great Availability• Unusually Good Grower Margins

1010

Wal*Mart-Garden AccentsWal*Mart-Garden Accents

The most value price grass programThe most value price grass program High quality grass varietiesHigh quality grass varieties Offers form & textureOffers form & texture Boost summer salesBoost summer sales Great shelf lifeGreat shelf life

1111

Product Class Variety

CarexAmazon

Mist

Carex Bronco

Carex Prairie Fire

CarexRed

Rooster

Corynephorus Spiky Blue

Festuca Festina

Stipa Pony Tails

Wal*Mart Wal*Mart Garden AccentsGarden Accents

12124.5” Pot - 8 per Shuttle Tray

Wal*Mart Wal*Mart Lasting ColorLasting Color

An “Every Day Low Price” Summer An “Every Day Low Price” Summer Perennial Program.Perennial Program.

4.5” Pots, 8 per shuttle tray4.5” Pots, 8 per shuttle tray 5” Label With Program Name5” Label With Program Name Suggested PricingSuggested Pricing

Retail Retail $ 2.47$ 2.47 Wholesale Wholesale $ 1.70$ 1.70 Cart ValueCart Value $ 571.00$ 571.00

Key Selling Points• Regionally Specific• Heat Tolerant Varieties• Sold in Full Color

1313

Wal*Mart-Lasting ColorWal*Mart-Lasting Color

Value price 4.5” perennialValue price 4.5” perennial Selection of popular varietiesSelection of popular varieties Region specific varietiesRegion specific varieties Fast growing categoryFast growing category Attractive high impact labelAttractive high impact label

1414

Wal*Mart Wal*Mart Lasting ColorLasting Color


Campanula Advance White

Chrysanthemum White Knight

Delphinium Blue Mirror

Dianthus Arctic Fire

Heuchera Palace Purple

Hyssopus Nectar

Lavandula Purple Ribbon

Nepeta Pink Cat

Papaver Moondance

Polemonium Bambino Blue

PrimulaNoverna Deep-

Blue

Salvia Purple Volcano

Scabiosa Blue Diamond

1515

Wal*Mart Wal*Mart PatriotPatriot

An “Every Day Low Price” High Value Patriotic Theme.

5” label with the program name Suggested Pricing

Retail: $ 5.97 Wholesale: $ 4.25

Expected Cart Value: $ 535.50


Celosia Prestige

Scarlet

Petunia Explorer Blue

Petunia Explorer White

8” Square Pot

Key Selling Points• Seasonal Theme• Easily Grown Varieties• EDLP Product Form

1616

Wal*Mart-PatriotWal*Mart-Patriot

Patio container featuring Red, White Patio container featuring Red, White & Blue& Blue

Capture 4Capture 4thth of July sales of July sales EDLP retail price pointEDLP retail price point Garden center traffic builderGarden center traffic builder

1717

Wal*Mart Wal*Mart Summer SizzlersSummer Sizzlers

An “Every Day Low Price” Large Potted Annual Quart Pot, 10 Per Shuttle TrayQuart Pot, 10 Per Shuttle Tray 5” Label5” Label No POPNo POP Suggested PricingSuggested Pricing

Retail Retail $ 0.99$ 0.99

Wholesale Wholesale $ 0.72$ 0.72 Cart ValueCart Value $ $

390.00390.00

Quart Pot, 10 Per Shuttle TrayQuart Pot, 10 Per Shuttle Tray

Key Selling Points• Great Tolerant Varieties• Lowest Price Quart Annual• Good Summer Grower Margins

1818

Wal*Mart-Summer SizzlersWal*Mart-Summer Sizzlers

Large potted annuals at a value Large potted annuals at a value priceprice

Provides competitive price Provides competitive price differentiationdifferentiation

Heat tolerant varietiesHeat tolerant varieties Great consumer valueGreat consumer value Keep consumers interested for Keep consumers interested for

improved summer salesimproved summer sales

1919


Petunia Storm Blue

Petunia Storm Pink

Petunia Storm White

Petunia Storm Red

PhloxGrammy Pink &

White

PhloxGrammy Purple &

White

Platycodon Miss Tilly Blue

Portulaca Sunseeker Pink

Portulaca Sunseeker Red

Portulaca Sunseeker White

Portulaca Sunseeker Yellow



Begonia Queen Pink

Begonia Queen Red

Begonia Queen White

CapsicumPeppa Rose &

White

CapsicumPeppa Purple &

Orange

Celosia Ice Cream Cherry

Celosia Ice Cream Mango

Celosia Ice Cream Peach

Dianthus Charms Pink

Dianthus Charms Scarlet

2020



Salvia Saluti Purple

Salvia Saluti Lilac

Salvia Saluti Red

Salvia Saluti White

Salvia Saluti Pure White

Torenia Duchess Blue & White

Torenia Duchess Burgundy

Torenia Duchess Pink

Vinca Victory Grape

Vinca Victory Red

Vinca Victory White

Vinca Victory Pure White

Zinnia Profusion Mix


Dianthus Charms White

Gazania Kiss Mix

Gomphrena Gnome Purple

Hypoestes Confetti White

Hypoestes Confetti Red

Impatiens Xtreme Lavender

Impatiens Xtreme Mix

Impatiens Xtreme Red

Impatiens Xtreme Rose

Impatiens Xtreme White

2121



Color Grass Ornamental Grass All

Perennial Beauty Perennials N4-6; S7-10

Fireworks Red/White & Blue All

Summer Sensations Summer Annuals All

Home Depot – Summer ‘05

2222

Home Depot Home Depot Color GrassColor Grass™™

A High Quality Grass Program That Is More Profitable Than Traditional Programs

One Gallon Printed with LogoOne Gallon Printed with Logo5” label with Program Logo5” label with Program LogoPOP – 11”x12” bench card & 18”x14”poster POP – 11”x12” bench card & 18”x14”poster Suggested PricingSuggested Pricing



One GallonOne Gallon

Key Selling Points• Value Priced 1 Gallon• High Summer Gross Margins• Good Cart Value

2323

Home Depot-Color GrassHome Depot-Color Grass

Totally new to the marketTotally new to the market Array of colors & texturesArray of colors & textures Best shelf life of all annuals & Best shelf life of all annuals &

perennialsperennials 18 X 24 Color Grass poster18 X 24 Color Grass poster Color grass pricing cardColor grass pricing card Upscale program labelUpscale program label

2424

Home Depot Home Depot Color Grass™Color Grass™

2525


Carex Amazon Mist

Carex Bronco

Carex Bronzita

Carex Prairie Fire

Carex Red Rooster

Corynephorus Spiky Blue

Festuca Festina

Koeleria Coolio

Luzula Lucius

Luzula Starmaker

Stipa Pony Tails

Home Depot Home Depot Color Grass™Color Grass™

2626

Home Depot Home Depot Perennial Perennial BeautyBeauty

A Perennial with a differentiated price point that does not compete with the 1-Gallon SKU.

5” label with the program name POP: 18” x 24” poster Suggested Pricing:

Retail: $ 2.97Wholesale: $ 2.00


Quart Pot - 8 per Shuttle Tray

Key Selling Points• Creates Competitive Price Point• Improve Revenue per Sq. Ft.• Heat Tolerant, Easy to Flower

2727

Home Depot- Perennial BeautyHome Depot- Perennial Beauty

Region specific varietiesRegion specific varieties Combination of heights and texturesCombination of heights and textures Good summer marginsGood summer margins Separate price point from 1 GallonSeparate price point from 1 Gallon 18 X24 POP poster18 X24 POP poster Attractive upscale labelAttractive upscale label

2828

Red, White & Blue Mixed Container Using Heat Tolerant Varieties

5” label with flagOne Gallon Pot, 3 per traySuggested Pricing:


Cart Value: $ 519.75

Home Depot Home Depot FireworksFireworks

Saluti Pure White Saluti Red Saluti Lilac

One Gallon Pot – 3 per Shuttle Tray

Key Selling Points

• Different Approach to RWB

• Maximize July Sales

• Good Summer Margins

2929

Home Depot-FireworksHome Depot-Fireworks

Unique Red, white & Blue programUnique Red, white & Blue program Sell three (3) 1- G pots for a color Sell three (3) 1- G pots for a color

combinationcombination Increase aver ticketIncrease aver ticket Sell in full colorSell in full color Competitively pricedCompetitively priced

3030

Home Depot Home Depot Summer Summer SensationsSensations

Varieties that have outstanding consumer performance in extreme heat.

1 Gallon Pot 11” X 12” bench card 5” Label Suggested Pricing:




Key Selling Points• Complete Marketing Package• Outstanding Heat tolerant

varieties• Reduce Crop Time with 2

Plug Sizes

3131

Home Depot-Summer Home Depot-Summer SensationsSensations

Outstanding heat tolerant varietiesOutstanding heat tolerant varieties Combinations of seed & vegetativeCombinations of seed & vegetative Makes compelling retail displaysMakes compelling retail displays Stimulate summer salesStimulate summer sales POP pricing cardPOP pricing card Upsacale program labelUpsacale program label

3232



Grass Décor Ornamental Grass All

Perennial Magic Perennials N4-6; S7-10

Celebration Red/White & Blue All

Beat the Heat Summer Annuals All

Lowe’s – Summer ‘05

3333

Lowe’s Lowe’s Grass DécorGrass Décor

A compelling grass offering at a compelling price point. Quart Pot - 8 per Shuttle Tray 5” label with the program name POP: 12” x 24” poster & bench wrap Suggested Pricing:

Proposed Retail Price: $ 2.97 Proposed Wholesale Price: $ 2.00


Quart Pot - 8 per Shuttle Tray

Key Selling Points• Extreme Value Cart• Differentiated price point

from 1G SKU• One of Best Grower Margins

3434

Lowe’s-Grass DécorLowe’s-Grass Décor

Interesting colors & texturesInteresting colors & textures Fast growing categoryFast growing category Value priced for fast turnoverValue priced for fast turnover 18 X 24 POP poster18 X 24 POP poster Grass Decor’ bench wrapGrass Decor’ bench wrap Upscale labelUpscale label

3535

Lowe’s Lowe’s Perennial MagicPerennial Magic

Summer Flowering Perennials With Regional Specific Varieties

One GallonOne Gallon 5” Label with Program Name5” Label with Program Name POP – 11” x 12” Bench CardPOP – 11” x 12” Bench Card Suggested PricingSuggested Pricing




Key Selling Points• Perennials that Flower in

Heat• Regional Specific Varieties• Incremental Summer Sales

3636


Great flowering perennials for Great flowering perennials for summersummer

Region specific varietiesRegion specific varieties Sell in full colorSell in full color Fastest growing categoryFastest growing category Competitively pricedCompetitively priced Upscale labelUpscale label POP pricing cardPOP pricing card

3737


Campanula Advance Blue

Campanula Advance White


Delphinium Blue Mirror



Heuchera Palace Purple

Hyssopus Nectar

Lavandula Purple Ribbon

Nepeta Pink Cat

Papaver Moondance

Polemonium Bambino Blue

Primula Noverna Deep Blue

Salvia Lyrata Purple

Volcano

Salvia Moondance

Salvia Select Rose


3838

Lowe’s Lowe’s Beat the HeatBeat the Heat

A heat tolerant program using upscale seed varieties.

8” Pot 5” label with logo POP: 11”x 12” bench card,

12”x 24” poster Suggested Pricing

Retail: $ 4.97 Wholesale: $ 3.50


8” Pot

Key Selling Points• Keeps with Lowe’s Summer

Theme• Complete Marketing Package• Increases Summer Sales

Revenue

3939

Lowe’s-”Beat the Heat’Lowe’s-”Beat the Heat’

Upscale premium varietiesUpscale premium varieties Extremely heat tolerantExtremely heat tolerant Good gross marginsGood gross margins Adds tremendous color to the Adds tremendous color to the

garden centergarden center Large POP program posterLarge POP program poster Large colorful program labelLarge colorful program label

4040

Lowe’s Lowe’s CelebrationCelebration


Gazania Kiss White

Platycodon Miss Tilly

SalviaPicante

Red8” Pot

Red, White & Blue Mixed Container Using Heat Tolerant Varieties.

8” Pot5” label with flagSuggested Pricing:



Key Selling Points• Varieties that

Perform in the Heat

• Increases Summer Product Portfolio

• Provides Incremental July Sales

4141

Lowe’s-CelebrationLowe’s-Celebration

Build July sales with Red, white & Build July sales with Red, white & BlueBlue

Patriotic themePatriotic theme Good summer gross marginsGood summer gross margins Upscale program labelUpscale program label Potential to increase average salePotential to increase average sale

4242


All Retailers – Summer & Fall ‘05


Autumn Xtras Annuals, Per, GrassesNE, Midwest, SE,West & NE, CA

Summer Bloomers Summer Geraniums All

"Frostbitters" Over Wintering Pansy NE, Midwest

Ger & N. G. Imp. Florida Program Florida

Summer Traditions Zinnias All

4343

Autumn XtrasAutumn Xtras

A Fall Program without Branded Program A Fall Program without Branded Program ExpenseExpense

– One Gallon & 4.5” PotsOne Gallon & 4.5” Pots– 5” Label With Program Name5” Label With Program Name– POP – Bench Wrap & 11” X 12” Bench CardPOP – Bench Wrap & 11” X 12” Bench Card– Suggested PricingSuggested Pricing

One Gallon: One Gallon: Retail $4.97 Wholesale $3.50Retail $4.97 Wholesale $3.50 4.5” Pot:4.5” Pot: Retail $2.97 Wholesale $2.00Retail $2.97 Wholesale $2.00

OR

4.5” Pot – 8 per tray One Gallon

Key Selling Points• Value Priced Inputs• Regional Specific

Programs• Unique Fall

Positioning

4444

Autum XtrasAutum Xtras

Low cost high value fall programLow cost high value fall program Specific perennials, cool weather Specific perennials, cool weather

annuals & ornamental grassesannuals & ornamental grasses POP bench wrapPOP bench wrap Upscale label Upscale label Provided great fall colorProvided great fall color Makes fall more than mums & Makes fall more than mums &

pansiespansies

4545


Agastache Pink Pop

Argyranthemum Bright Carmine

Argyranthemum Comet White

Argyranthemum Sunlight

Armeria Joystick Mix

Bellis Galaxy Mix

Calibrachoa Cat's Eye Calico

Calibrachoa Canary

Calibrachoa Electric Red

Carex Bronco

Carex Red Rooster


Corynephorus Festina

Dianthus Diamond Purple

Dianthus Diamond Scarlet

Dianthus Diamond White


4646


DiasciaS. Chime

Terracotta

Diascia S. Chime Peach

Diascia S. Chime Red

Digitalis Carillon

Erysimum Goldshot

Heuchera Place Purple

Hibiscus Disco Bells Red

Lamium Orchid Frost

Lavanduala Spanish Eyes

Nemesia S. Berries & Cream

Nemesia Sachet White

Nepeta Pink Cat


Osteospermum

Crescendo Orange

Osteospermum

Crescendo White

Osteospermum

Crescendo Yellow

Penstemon Navigator

PetuniaRamblin' Burgundy Chrome

Petunia Ramblin' Red

PetuniaRamblin' Salmon

Capri

SalviaLyrata Purple

Volcano

Salvia Select Blue

Salvia Select White

Verbena Toronto Silver Pink


4747

Summer BloomersSummer Bloomers

A high impulse planter with heat tolerant geranium varieties.

Suggested Pricing Retail: $9.97 Wholesale: $7.00

Expected Cart Value: $336.00

10” Color Pot

Key Selling Points• Best Heat Tolerant

Varieties• Tremendous Summer Color• Great for Impulse Sales

4848

Summer BloomersSummer Bloomers

Selected heat tolerant varietiesSelected heat tolerant varieties A mass of summer colorA mass of summer color Consumers love geraniumsConsumers love geraniums Nice patio potNice patio pot Increase summer average saleIncrease summer average sale

4949

TraditionsTraditions

An array of the best hybrid ZinniasAn array of the best hybrid Zinnias Proven heat toleranceProven heat tolerance A consumer favoriteA consumer favorite Massive summer colorMassive summer color Summer traffic builderSummer traffic builder

5050

““Frostbitters”Frostbitters”

An “Over-wintering” Pansy Program for the Midwest & An “Over-wintering” Pansy Program for the Midwest & NortheastNortheast

Consumer Guarantee ProgramConsumer Guarantee Program

– 4” Pots, 10 Per Tray 4” Pots, 10 Per Tray – 5” Label With Logo5” Label With Logo– POP – 15” X 20” Sign Board, 11” X 12” Pricing Card And POP – 15” X 20” Sign Board, 11” X 12” Pricing Card And

Bench TapeBench Tape– Suggested PricingSuggested Pricing

Retail $1.49Retail $1.49 Wholesale $1.00Wholesale $1.00

4” Pot, 10 per Tray

5151

Florida-Geranium & New Guinea Florida-Geranium & New Guinea ImpatiensImpatiens

Most heat tolerant varietiesMost heat tolerant varieties The most popular fall productsThe most popular fall products Great colorsGreat colors Makes fantastic displaysMakes fantastic displays Increase sales revenueIncrease sales revenue Consumer favoritesConsumer favorites

5252

Retail Ready Program Retail Ready Program SummarySummary

As Of Today – 17 Programs Proposed As Of Today – 17 Programs Proposed For Summer And Fall Of ’05For Summer And Fall Of ’05

Additional Programs Will Be Developed Additional Programs Will Be Developed For Winter ’05-’06 and Spring ’06For Winter ’05-’06 and Spring ’06

Support Is Available To Customize Any Support Is Available To Customize Any Program To Meet Specific Grower NeedsProgram To Meet Specific Grower Needs

1 retail ready sales training “defending margins by compressing the supply chain” oberlin, ohio...

Documents

request slide

pricing retail

retailers programs

supply chain offer programs

technical support slide

retail wholesale prices

mart summer

day low price grass