In our flower industry, we mainly use push marketing. We aim to push new varieties into the market, showing them to the growers and telling how well they perform. But what if there is a way to support this Push marketing by Pull marketing? During the last year, Dümmen Orange, used this tactic on their new and improved retail varieties.
New rose varieties, specially bred for the retail bouquets. In the show house in Kenya, these varieties are showing off their potential to the growers who can see their fantastic production and vibrant colours. To support this, the Category Managers of Dümmen Orange used Pull marketing to help the sales of these varieties. By sending samples of the retail varieties to the end user, the retailer or supplier of the retailer, and telling the story of the varieties, they create ‘Pull’.
The retailers come into contact with the varieties, long before the grower has planted them, and they get convinced of the quality and improvements of the assortment.
These retailers then offer suggestions that their growers make trials or even plant the particular varieties they have tested. Giving the growers confidence that the new variety already has a route to market.
When you work in this way, you’ll speed up the process of marketing and at the same time created a perfect joint effort.
¨Our first Pull marketing success story is Patz® (Bred by Jan Spek Rozen) a grower has planted this after an English retailer reacted very positively to the variety following a Flower Focus Day and that helping the grower make their final decision.¨ Rick Minck - Category Manager, Dümmen Orange.
Retailers and growers alike will be able to view Dümmen Orange and Jan Spek Rozen assortment at the IFTEX Show (Booth B2.12.) to be held at the Oshwal Center in Nairobi June 6 - 8.
¨Meet our dedicated team and experience the beauty of Dümmen Orange roses and Jan Spek Rozen BV. They are presented alongside Summer Flowers, Chrysanthemums and Carnations.¨ Some Dümmen Orange and Jan Spek Rozen varieties to be showcased at IFTEX 2018 include: Cherry Tree+, H30+, Jessy®, Lizz@, Muru@, Patz® ,Pink Arrow+, Red Dragon, Smiley@, Jackpot+, Snowstorm+, Sombrero®, Alpe D Huez®, Classy Alison®, Dilek+, Times square@