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


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


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 order in RRP: EUR 3310,00 Total order in RRP: EUR 2695,84

10


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


Cubico and Triangle - in shelf

Cubico and Triangle - in shelf



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


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


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


Quadrato

60cm


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


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 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


Item

C9x9x9 2 2 2

C9x9x13 2 2

C14x14x14 6 4 6

C21x21x21

C27x27x27

C33x33x33

C42x21x21


100cm 100cm

210cm

60cm


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




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


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


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


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


Size (mm): 800x600x1200


Display 1

Item Color Quantity



Size (mm): 800x600x1200


Display 2

Item Color Quantity

Cubico 21x21x21 Mix 20


Triangle 21x21x21 Mix 25

Size (mm): 665x640x1130


Display 3

Item Color Quantity



Size (mm): 815x570x1130


Display 4

14RRP = recommended retail price; minimum price level we suggest to sell at



Item Color Quantity



Size (mm): 1020x705x1160


Display 5

Item Color Quantity


Size (mm): 800x600x1200


Display 6

Item Color Quantity


Size (mm): 800x600x1200


Display 7

Item Color Quantity


Size (mm): 665x640x1130


Display 8

15

Picture not

available




Item Color Quantity


Size (mm): 1020x705x1160


Display 10

Item Color Quantity




Size (mm): 1020x705x1160


Display 11

Item Color Quantity




Size (mm): 1020x705x1160


Display 12

16

Item Color Quantity


Size (mm): 665x640x1130


Display 9

Picture not

available




Item Color Quantity





Size (mm): 1020x705x1160


Display 14

Item Color Quantity





Size (mm): 1020x705x1160


Display 15

Item Color Quantity



Size (mm): 1020x705x1160


Display 16

17

Item Color Quantity


Size (mm): 1020x705x1160


Display 13


• 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






• 1x with every pallet

• 3 types of topsters

• Possible to hang on

wall, shelf or display


• 1x in every package

• Includes manual

• Check for news

• See complete range

• Give us feedback!


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!

flower lover sales and benefits guide 11032012

Documents

unique material

flower lover frame isinside

layer construction

productscompare flower

integrated frame youdo

unique product

construction qualitypage

tool construction