Сегментация российского цветочного рынка
TRANSCRIPT
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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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