Just Add Ice Orchids - Consumer Report 2012

Orchid Industry

It’s Just That Simple.

JustAddIceOrchids.com

Consumer Report January 2012


Just Add Ice phalaenopsis orchids are grown and supplied by Green Circle Growers,

one of the largest greenhouse operations in the Midwest. The Just Add Ice Orchids® brand is

committed to introducing fresh new ideas to the market place while utilizing production

methods that are efficient and environmentally conscious.

IntrOductIOn

1

www.justaddiceorchids.com

www.facebook.com/justaddiceorchids

www.youtube.com/justaddiceorchids

www.twitter.com/justaddice

JustAddIceOrchids.com2

Year over year, consumer research and surveys show how the Just Add Ice Orchids® brand

continues to grow and become better known across various demographics and geography.

This report highlights many interesting value points that were collected in the recently

completed second annual Consumer Survey.

Key Points:

•Brand awareness is growing in younger demographics

•Customers are overwhelmingly happy with their purchase

•Customer engagement results in repeat orchid purchases

•Economic factors have little impact on sales

EXCLUSIVE Consumer surVeY resuLTs


The Just Add Ice Orchids® buyers profile has remained strong among married woman, 50-65 years old. Compared to 2010 figures, recent survey data show an increase in purchases from buyers aged 18-49.

GEndEr & AGE

21% INCREASE in Orchid Owners Aged 18-49

Age grOup

18-25 4%

26-35 11%

36-49 17%

50-65 42%

66+ 26%

86%14%

gender


HOuSEHOLd & EducAtIOnCompared to previous year data, there has been a 6% increase in buyers without a higher-level of education. The brand continues to effectively communicate that caring for orchids is simple.

High School Diploma 37%

Associate Degree 21%

Bachelor’s Degree 24%

Master’s Degree 14%

Doctorate Degree 2%

Medical Degree 2%

educAtIOn LeveL

number In HOuseHOLd

1 14%2 53%3 17%4 9%5 3%6 3%7 1%

Own 81%Rent 19%

rent Or Own HOme

Yes 68%No 32%

mArrIed

is Appealing to Buyers at Different Education LevelsSIMPLE OrchId carE


Over half (55%) of our customers prefer traditional or modern/contemporary design aesthetic. Orchid pot preference data reveal a 4% increase for “earthy/Organic” and a 5% decrease for “country” with the majority of buyers still preferring to match orchid pot colors to their home décor.

BuYEr PrEFErEncES

I prefer both 47%

Match to current décor 50%

Match season/holiday 3%

cHOOsIng OrcHId pOt cOLOr

Traditional 34%

Modern/Contemporary 21%

Earthy/Organic 18%

Country 10%

Antiques 8%

Victorian 5%

Funky 2%

Bohemian 2%

preferred desIgn AestHetIc

BUYERS PREFER POTS THAT Complement Home Décor


Living Room 40%

Kitchen 24%

Dining Room 15%

Other 8%

Bath/Sunroom 6%

Bedroom 4%

Study 3%

wHere dO YOu dIspLAY YOur OrcHId?

My orchid from last winter is just about ready to bloom. This is so exciting, I want to have one of every color in the house. Thank you.

- Ann Fahl


Just Add Ice Orchids® have a brand loyalty that exceeds a particular orchid color. While most orchid owners report plans to purchase additional Just Add Ice Orchids®, the next orchid they purchase can be any shade. Consumers, however, have shown an increased interest in patterned plants, with unusual colors and extraordinary markings.

BuYEr PrEFErEncES cont.

of Orchid Owners Have No Color Preference for Their Next Orchid Purchase

42% Doesn’t Matter 42%

Bi-color 13%

Purple 11%

Salmon 9%

Yellow 8%

White 6%

Pink 6%

Patterned 5%

cOLOr Of OrcHId YOu wOuLd purcHAse next:


EXPErIEncE WItH JuSt Add IcE OrcHIdS®

rAte tHe AttrIbutes tHAt prOmpted YOur OrcHId purcHAse

Care 60% 37% 3%

Website Support 23% 60% 18%

Price 53% 43% 4%

Flower Color 57% 36% 7%

Packaging Color 18% 35% 47%

Store Support 10% 26% 64%

1 Most Important 2 Important 3 Not Important

In the buying decision process, there was a 5% increase on the impact from flower color and packaging color, and 83% of buyers say that website support is important.

86%

of Just Add Ice Customers Rate Their Experience with Just Add Ice Orchids as “Excellent” or “Good”

Scan this QR code to watch a video on how to care for your orchid.


EXPErIEncE WItH JuSt Add IcE OrcHIdS®

65%have a “Beginner” Level of Orchid Knowledge. 36% have Purchased 3+ Orchids

Watering is the most important care step in keeping our orchid plants flourishing and in bloom for months. Orchid care has never been more simple with Just Add Ice Orchids®. Our orchids need 3 ice cubes once a week - It’s Just that simple.

Excellent! 47%Good 39%

Not So Good 8%

No Opinion 5%

Bad 1%

rAtIng YOur experIence

Beginner 65%Intermediate 30%

Advanced 5%

OrcHId KnOwLedge LeveL

3+ 36%

2 19%

1 38% 0 7%

HOw mAnY OrcHIds dO YOu currentLY Own?

Yes 78%No 22%

wAs tHIs YOur fIrst OrcHId?

3+ 27%

2 23%

1 30% 0 20%

OrcHIds purcHAsed In 12 mOntHs

Our brand community continues to contributes large volumes product photos, friendly comments and suggestions throughout our social channels. The typical buyers continue to become more technology-savvy and have engaged regularly on Facebook, Twitter and YouTube.


Store 75%Website 9%Other 8%Word of Mouth 5%Social Media 2%Newspaper/ 1%Magazine

HOw dId YOu LeArn AbOutJust Add Ice OrcHIds?

I’m really proud and happy that @justaddice shared my picture on their FB page. All the nice comments, wow!!! Thanks!

- Meluzynn


66% of Orchid Buyers Have Purchased an Orchid for a Gift

More consumers are purchasing orchids at home improvement and wholesale stores, while big box and grocery stores remain popular places to buy orchids.

PurcHASInG JuSt Add IcE OrcHIdS

Grocery Store 33%Home Improvement 26%

Big Box Store 21%

Wholesale 13%

Greenhouse 2%

Florist 1%

Other 4%

pLAce Of purcHAse

Grocery Store 28%Home Improvement 24%

Big Box Store 22%

Wholesale 10%

Greenhouse 7%

Florist 5%

Other 4%

wHere dO YOu expect tO buY A Just Add Ice OrcHId?

33%

26%

21%

13%

4%

28%

24%22%

10%

7%

4%5%


GIFtInG

OccAsIOn fOr OrcHId gIft

Birthday 27%Everyday Gift 23%Other 16%

Holidays 17%House Decoration 8%Get Well 5%

Condolences 1%Congratulatory 2%Wedding 1%

Orchids are popular gifts for any occasion, for birthdays, holidays or “just because.”

of Gift Recipients Purchase Additional Orchids

59%

Purchased 59%Received as Gift 41%

AcquIrIng Our OrcHIdsA gIft41%

purcHAsed59%

So.....excited!!!! Got a Just Add Ice Orchid for Mother’s Day and not only have I not killed it, it is still alive and just re-bloomed!!!! Beautiful!!!! - Jennifer Uttermohlen


LIFEStYLE

Gardening 16%Reading 12%

Cooking 12%

Music 11%

Traveling 10%

Crafts 9%

Interior Decorating 6%

Shopping 7%

Entertaining 6%

Collecting 5%

Athletics 4%

Other 2%

HObbIes

Dog(s) 34%

Cat(s) 33%

No Pets 19%

Fish 8%

Other 6%

pets

with 88% of orchid owners displaying plants in the home, Just Add Ice Orchids® are the highlight of a simple elegant lifestyle. We have made it easy to care for the orchids, so consumers can focus on creating the perfect environment for themselves, their family and their friends.

wHere dO YOu sHOpfOr HOme décOr?


Just Add Ice Orchids are beautiful and so easy to care for! The numerous colors and styles are delightful and add a spark of beauty wherever they are placed!

- Kay Wallis

33%

big box store

19%

discount store

18%

specialtystore

15%

HomeImprovement

15%

departmentstore

SuStAInABILItY

Yes 57%No 43%

do You buy Organic products?

Very Important 63%Somewhat Important 28%A Little Important 5%Not Important 4%

How Important is it to You to buy American-made products?

Just Add Ice Orchids® are produced in a state-of-the-art growing

facility modeled after those found in Holland where sustainability

practices are a top priority. Following European production methods, Just Add Ice Orchids® are grown in an environmentally friendly way using highly efficient growing techniques, water conservation and a sustainable heat source.


Somewhat Important 39%

Very Important 34%

A Little Important 14%

Not Important 13%

How Important is a Recycled or Biodegradable Pot Option to You?

Somewhat Important 42%

Very Important 41%

A Little Important 10%

Not Important 7%

How Important Are Green Initiatives to You?

$20 Million + investMent

in Particulate Removal Technology Exceeds EPA Standards by 95%


I do not have much of a green thumb; however, hubby got me my first JAI orchid back in September …and lo and behold … it’s still quite alive! - Sherri Chatterton

Just Add Ice Orchids® has made orchid care simple with online resources, including email and text watering reminders, videos, blogs and forums. supporting our growing community encourages repeat purchases, with some fans purchasing 40 orchids or more.

uSInG tEcHnOLOGY tO GrOW Our cOMMunItY

Watering Emails 34%

Website 29%

Facebook 16%

Blog 5%

Forums 5%

Monthly Wallpaper 5%

YouTube 4%

Twitter 2%

Online resources usedsocial network most used

Facebook 52%

Do Not Use 41%

Other 3%

LinkedIn 3%

YouTube 1%

?


Text ORCHID TO 44040 for reminders to

water your orchid

Thank you Just Add Ice Orchids for the videos and tips! - Ary Jean Taylor Silas

Just Add Ice Orchids® uses social media connections to continually grow our

online community. Ongoing contests and sponsorships allow fans to promote the Just Add Ice Orchids® brand to millions of potential customers.

11,000 Fans on

2.8 million Friends of Fans


Facebook & Twitter Users Can “Ask the Grower”and Watch Video Responses on YouTube

Frank PaulHead Orchid Grower


51051 US Hwy 20, Oberlin, Ohio 44074Office: 440.775.1411

Just Add Ice Orchids - Consumer Report 2012

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