MARKETING STRATEGY FOR SELLING TISSUE CULTURE IN-DOOR POT PLANTS IN GERMANY Dr. Blessed Okole Technology Manager Council For Scientific and Industrial Research (CSIR) SOUTH AFRICA

Marketing strategy Definitions Statistical data of the market Competitors Products for the market Target Group and market segment Strategy and Way forward

DEFINITIONS Tissue culture plants: Plants that are grown aseptically in a container and with the help of hormones, these plants are multiplied to produce clones within a short time period. Indoor pot plants: Ornamental plants that are grown in a pot (5-50 cm) and kept in the house or placed on the balcony. They add beauty to the house.

Marketing information for pot and cut flowers in Germany and Holland

Marketing information for pot and cut flower in Germany and Holland

COMPETITORS Indian and other East European companies Holland companies that are producing pot plants through the tissue culture process Indian and other East European companies German companies that produce tissue culture plants Big companies that are using seeds Syngenta, Selecta Klemm, Westhoff, Florensis, Bode, Fisher.

PRODUCTS FOR EXPORT Tissues: Plants in gelling agent (agar or gelrite)- Washed / sent in agar Cheaper No value addition 5 -CM plugs: Plants in peatmoss/soil Wider customer range Expensive freight charges

TISSUE CULTURE PLANT- Inoculation room

5-CM banana plug plants grown in the greenhouse

COMPETITIVE ADVANTAGE Price Expertise Trust and Good track Record Delivery on schedule Reference in Holland Speak German Produce products that are not in the market e.g medicinal or new plant varieties.

MEDICINAL PLANT

Musa tropicana (pot banana plant)

ORNAMENTAL PINEAPPLE

SPATHIPHYLLUM

SYNGONIUM

Market Spread 30% in Supermarket 17 Euro 10% in Garden Centers 25 Euro 60% buy from Specialized shops 35 Euro 30% in Supermarket 17 Euro 10% in Garden Centers 25 Euro

Marketing Strategy Start with small companies Ordered a CD on German companies that are in this business Select nurseries/greenhouses that are producing the plants of interest Get more information about this companies from their websites if any Contact the companies- telephone Send samples ___ VISIT