In the period leading to the 2018 edition of the IFTEX flower show, Dümmen Orange shared with us a unique push and pull marketing strategy. 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. Visitors to the Dümmen Orange stand at IFTEX got a chance to learn more about this strategy and also sample Dümmen Orange and Jan Spek rozen roses that were in colorful display at the booth.
Some Dümmen Orange moments at IFTEX 2018
some Dümmen Orange and Jan Spek varieties showcased at the show