1. 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

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

3. 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.

4. Marketing information for pot and cut flowers in Germany and Holland

5. Marketing information for pot and cut flower in Germany and Holland

6. 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.

7. 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

8. TISSUE CULTURE PLANT- Inoculation room

9. 5-CM banana plug plants grown in the greenhouse

10. 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.

11. MEDICINAL PLANT

12. Musa tropicana (pot banana plant)

13. ORNAMENTAL PINEAPPLE

14. SPATHIPHYLLUM

15. SYNGONIUM

16. 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

17. 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