GARDEN FLOWER

Cristian Colim a – Gianfranco Zattera

Qualitative questionnaire
1. Can you describe how you first learned about Garden Flower and what your initial impressions were?

2. How can Garden Flower engage with you more effectively to help you become a more successful
gardener, and what sort of regular content or support would you appreciate most?

3. What elements or features can we introduce to make Garden Flower more than just a place to buy
plants, but a destination you would want to visit regularly?

4. Reflecting on your previous visits, what has been the most memorable aspect of your experience with
Garden Flower, and what could be improved?

5. How important is it for you that Garden Flower provides delivery services, and what would your
expectations be regarding delivery options and logistics?
Qualitative questionnaire
1. Would you be interested in attending educational workshops or classes about plant
care and gardening? What specific topics would you be most interested in?

2. Are there seasonal trends in your plant or flower purchases that you think Garden
Flower could cater to more effectively?

3. How would you feel about the use of a mobile app or website feature that helps you
track your plant's growth, reminds you of care schedules, or even allows you to
visualize new plants in your space using AR?
Research Methodology
We recommend employing a Mixed Method Research Strategy, combining both
qualitative and quantitative data collection approaches to gather rich, comprehensive
insights.

Qualitative Data Collection:

In-Depth Interviews: Conduct face-to-face interviews with existing customers to
explore their motivations, preferences, and expectations in detail.
Quantitative Data Collection:
Online Surveys: Utilize online platforms to reach a broader audience, collecting
statistical data on customer and potential clients preferences, expectations and
potential customers
Ideal Service Provider
We propose engaging Nielsen, a globally recognized market research firm with both
international and local expertise.
Key Offerings:
Comprehensive Research Services: From data collection to analysis, offering end-to-end
solutions tailored to Garden Flower’s objectives.
Customized Approaches: Tailored research methodologies to ensure relevant and
actionable insights.
Global and Local Expertise: With its presence in over 100 countries, Nielsen combines global
best practices with local market insights.

Justification
• Choosing Nielsen ensures a comprehensive research partner beyond a mere platform. Their
extensive experience and adaptability meet Garden Flower's specific needs effectively.
Business Objective
• Increase sales by 15% in 2024 in relation to the average sales of 2021 and 2022.

• It is a seasonal business that depends on plant growth, weather.

• The business corresponds to a secondary need, so in months that people have less
income they tend to buy less.

• We will not compare ourselves in comparison to 2023 since external problems to the
company dramatically affected sales in the first months of 2023
Strategic Marketing
Objective
• Improve the awarness of Garden
Flower
Market Research General Objective
We want to know what people like to have in garden
flower
• Understand the drivers that make people visit nursery.
 Specific Objectives of Marketing
Reseach
Ask garden flower customers and people with a garden If they would like
to have a guide and constant suggestions to take care of his plants, to
make loyal clients and be more recommended to other people

Ask garden flower customers and people with a garden what other
plants they would like to add to the catalog to encourage a greater
flow of customers in the plant nursery

Ask garden flower customers and people with a garden what they
would like to add to the plant nursery to make it more attractive

For these three objectives we plan to apply this survey throughout the
month of March 2024 to clients and people with a garden.
Clients

The most common clients that he has in her store are:

Women who have more than 20 years, workers who are really
interested in ornamental flowers and plants

Gardening Enthusiasts: Men and women of various ages

who have a passion for gardening and seek a variety of
plants and flowers to cultivate and nurture.

Also, they wanted to start going to fairs or start a Plant-Truck

but now he doesn’t have the time for the Plant-Truck.
Customer needs:
Decorative
• Ornamental plants to decorate the home, either
indoor or outdoor plants.

Practical
• Maintenance and production of a volume of plants.
 MOTIVATORS:
A beautiful, liv ely env ironm ent to im prov e the quality of life at hom e or at work.
 MOTIVATORS:
Need to create beautiful env ironm ents that uplifts the m ood and am biance
Feedback
• We told him everything about the
previous presentation, the theme of
rodeos, the plant truck, the theme of
combining flowers with a coffee or
other experience and he liked the
comments.

• We also plan to generate a survey to

determine what the public would like to
have garden flower

• And he also told us that he does not

have the trademark registered in inapi
Why are they
environmentally friendly?
• They are environmentally friendly because they use
substrates, pest and disease control and fertilizers
that are organic.
Accountability
• It's going to be necessary to go to the nursery during the week to obtain the
information of the sells.
• See the list of plants they produce and their timelines
Competitors

• Vivero tierra bella

• Orquideas Biobio
• Vivero San Pedro
What it is?

Garden Flower is a PYME (small company) that produces and maintains

outdoor and indoor plants and flowers.

Created by Iván González a forestal engineer with a landscaper degree in

Olds College in Canada who started in Arauco with the production of
flowers in 2004
Mission and vision

Mission: Our goal is to provide a landscaping and production of good quality plants, for
this, we import the seeds and select our best plant material as mother plants, obtaining
first class plants.

Through this plant material, we incorporate colors and shapes to the urban environment,
incorporating innovative, vanguardist and a high quality landscaping concepts, with
eco-friendly methods, delivering quality of life to the habitants of each city.

Vision: We are committed to the care of the environment, we want to bring nature
closer to the places of residence and urban centers. For this we have qualified personnel
Instagram
Pictures
 1 Leader

2 Gardeners
Structure
1 Driver

1 Foreman
Current Situation
• He sells flowers individually in his plant nursery.

• He is in charge of maintaining the indoor plants of Arauco and

he also works for Alto Jardin who is in charge of maintaining
and placing flowers in Chiguayante.

• He wants to grow in one of these areas or implement another

one related to the plants and flowers.

• He also has limits with the logistics because he doesn’t have a

truck that can move a lot of plants for orders who needs a lot of
plants.
Future
• Attract the public in Concepción and incentivize them to go to Hualqui, empowering the plant
nursery and publicize the touristic activities that Hualqui has like swimming pools, fairs, and
rodeos.

• Finding more companies that need his services of producing and maintaining plants and
flowers.
Clients
The most common clients that he has in her store are:

Women who have more than 20 years, workers or

housewives who are really interested in ornamental flowers
and plants

Also, they wanted to start going to fairs or start a Plant-

Truck but now he doesn’t have the time for the Plant-Truck.