Сегментация российского цветочного рынка

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Floor SchampMoskou, 8 april 2010

How can you sell more flowers

Increasing business

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Within the flowershop…

The essence of flowers

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Inhoud

The Flowercouncil

Consumergroups in Russia

Different clients – different arrangements

Shop examples

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Stimulating consumers to buy more flowers and plants

Flowercouncil of Holland, creating growth together.

Bloemenbureau Holland

The MARKETINGHEART of flowers and plants from Holland

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Categories of consumers

Middle income consumers

High income consumers

Low income consumers

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Category profile HIGH INCOME

Region: Moscow, Saint-Petersburg, Siberian cities reach with oil resources

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Media preference

Print :

top business newspaper– Kommersant

top glossy – Esquire

elite life style – Snob

TV:

This category is characterized with low level of TV involvement

They prefer to have satellite TV

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Dress

Desire impressions:

Trendy

Fashionable

Expensive brands oriented

Natural

Classical

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Interests

Hobbies:

Hunting

Yachts

Cars

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At home

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Wedding

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Category profile MIDDLE INCOME

Regional: Regional centers, big cities with million category population like Novosibirsk, Samara, Volgograd etc

Behavior: rational consuming

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Media preference

Print media:

Business media: low level of interest

Newspapers of common interests (Rossi’skaya gazeta)

Glossy – Cosmopolitan, Men’s Health

TV:

Entertainment programs

News programs

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Dress

Desire impressions: Fashionable Classical

Practical

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Interests

Hobby: Sport (Fitness/ Sport bar)Shopping

Meeting with friendsArt

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At home

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Wedding

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Category profile LOW INCOMERegional: small towns, villages

Media preference

Print media:

Business media: low level of interest

Newspapers of common interests (Zhizn’, Komsomol’skaya pravda)

Glossy – Liza, Sudarushka

TV:

Reality shows (DOM 2)

Soap operas

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Desire impressions: PracticalAccurate

Dress

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Interests

Hobby: Sport Reading

TVGardening

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At home

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Wedding

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Different consumergroups – different arrangements

(Miranda)

Outstore presentation of the flowershop

Etalage (window)

Instore

Interaction with your clients

Routing in the shop

atmoshpere

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Outdoor

Less temptation

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Outdoor

Good trigger on the pavement

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Outdoor

Lot of temptation

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Instore

Less temptation

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Instore

Less temptation

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Instore

conveniently arranged

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Instore

Modern & conveniently arranged

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Instore

inconveniently arranged

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Different clients, different styles.Add experience in your shop

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Occasion to buy flowers

Total Male Female 18-29 30-39 40-49 50-59 60-65 Moscou St Petersburg

FuneralGiftOwn use

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Occasion to give away flowers(basis; all buyers, n = 1200)

Else

Hospital visit

Julilea

Nameday

Funeral

Wedding

Visit to grave

Thanks

Valentine’s day

Other occasion

Visit to grave

No special reason

Felicitation (no birthday/nameday)

Birthday

Female day

Tota

l

M

ale

Fem

ale

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Spendings per purchase (cutflower), per city(basis; all buyers, n = 1200)

Total Male Female 18-29 30-39 40-49 50-59 60-65 Moscou St Petersburg

20 euro and more

15.00-19.99

10.00-14.99

5.00-9.99

Less than 5 euro

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