EXPLORING THE

MARKETING
STRATEGIES OF A
FLORIST COMPANY
BLOEMEN CLUB
Prepared by : xxxxxxxxxxxx

ABSTRACT

Flowers are mostly used as gifts to people; it creates a simple smile to

anyone who receives it. Flowers are needed to be taken care of in order
to blossom beautifully.Bloemen Club Flower Shop provides that kind of
purpose by staying in the business industry for almost 9 years with its
presence and specializes in flower arrangements for birthdays, concerts,
debuts, and other occasions.

The following report is based on develop and implement market

strategies on the business of Bloemen Club, Saudi Arabia. The report will
explore and outline the fundamental elements of Bloemen Club market
Strategies and its marketing mix, and also monitor and improve its
marketing performance. Recommendations will be made on how to
improve on each marketing element of the organization.

Bloemen Club was established in 2008 by Norah Samman and Anas

Alhashimi, it is a retail florist that is located in Al Hamrah, Jeddah, Saudi
Arabia. They specialize in Weddings, Engagements, Anniversaries,
Birthdays and Special Events. They also send Flowers internationally and
deliver Flowers locally. They offer same day delivery to selected areas,
but usual delivers within 24 hours of an order. The business is still

INTRODUCTION

Floristryis the production, commerce and trade inflowers. It

encompassesflowercare and handling, floral design or flower arranging,
merchandising, and display and flower delivery. Wholesale florists sell
bulk flowers and related supplies to professionals in the trade. Retail
florists offer fresh flowers and related products and services to
consumers. Floristry can involve the cultivation offlowersas well as
their arrangement, and to the business of selling them. Much of the raw
material supplied for the floristry trade comes from thecut
flowersindustry. Florist shops, along withonline storesare the main
flower-only outlets, butsupermarkets,garden supplystores andfilling
stationsalso sell flowers.

Floral designor floral arts is theartof creating flower arrangements in

vases, bowls, baskets or other containers, or making bouquetsand
compositions from cutflowers,foliages,herbs, ornamentalgrassesand
otherplantmaterials. Often the terms "floral design" and "floristry" are
considered synonymous. Florists are people who work with flowers and
plants,
generally
at
theretaillevel.
Floristry
also
differs
fromhorticulture, which more broadly relates to the cultivation of

Ikebana(Floral Arrangement Method)

It is theJapanese artofflower arrangement, also known askad(the

"way of flowers"). More than simply putting flowers in a container,
ikebana is a disciplined art form in which nature and humanity are
brought together. Contrary to the idea of floral arrangement as a
collection of parti-colored or multicolored arrangement of blooms,
ikebana often emphasizes other areas of the plant, such as its stems
and leaves, and draws emphasis towardshape,line, andform.
Though ikebana is a creative expression, it has certain rules
governing its form. The artist's intention behind each arrangement is
shown through a piece's color combinations, natural shapes, graceful
lines, and the usually implied meaning of the arrangement.

Another common but not exclusive aspect present in ikebana is its

employment ofminimalism. That is, some arrangements may consist
of only a minimal number of blooms interspersed among stalks and
leaves. . The container can be a key element of the composition, and
various styles of pottery may be used in their construction. The
spiritual aspect of ikebana is considered very important to its

Ikebana(Floral Arrangement Method)

Objectives of the Project

The main aim of the study is to explore and

analyze the marketing strategies of the
Bloemen Club. The following report is based
on develop and implement market strategies
on the business of Bloemen Club. The report
will outline the fundamental elements of
Bloemen Club's market Strategies and its
marketing mix, and also monitor and improve
its marketing performance. Recommendations
will be made on how to improve on each
marketing element of the organization.

COMPANY PROFILE

BloemenClub is an reliable, high quality, and on-time online florist servicing

Saudi Arabia. We have helpful Customer Care representatives and staff who
are honest and reliable. We are very thankful and lucky that our business has
experienced continual success of steady and fast growth since starting the
business in 2008. Bloemen is a Saudi Company that specializes in providing
floral services to Wedding, Events, Exhibitions and Conference Management
and Supervision, in addition to a Website that sells flower bouquets for retail
and wholesale at a competitive price. Bloemen is considered to be the first
Saudi Company that specializes in flowers by using science ikebana and are
devoted to achieve a high degree of excellence in flower arrangement that
goes beyond the "norm." We are also proud to be the largest Arabic Research
Centre in the world of flowers for every researcher interested. The
Administration sought to provide an accessible website for each user access to
maximize customer satisfaction scores in all the following aspects:
Quality products
Speed of execution and delivery
Price competitive products
Easy checkout
Communication with customer service

Objectives

Mission

To provide a nice arrangements of flowers for any occasions

ordered by the clients.
To establish good relationship between our clients.
To ensure the quality of our products.
Their mission is to deliver high quality products and services
guaranteed to please their customers at competitive prices,
and being actively involved with the community.

Vission

Bloemen Club vision is to become a recognized Florist in the

area, renowned for its high customer service and
affordability.

Different types of Products Available on

Bloemen club website (www.bloemen.com):

Flower Bouquets:

Ikebana:

Bridal Bouquets:

Standing Flowers :

MARKETING ANALYSIS

SWOT Analysis

Strengths
The customers are able to select and customize the products by
choosing to add option like size, color or type of flowers and the
way that they want it presented in a basket, bouquet or vase.
Customers can view products online via a directory and call to
make an order
Located on a busy street
High exposure with street frontage
Competitive Pricing
The only florist in the area

Weaknesses
Bloemen Club is still a new business.
Time to gain experience and build reputation.
Customers perceiving that flowers are only limited to special
occasions

Opportunities
To establish a strong customer base in the area.
The customization of customer orders leading to more sales
To expand advertising to other medias
Sponsoring local community groups
To expand the brand into other sectors such as chocolates and
sweets
To close the gap in the market

Threats
Competitors in the market such as saudiflorist.com, and other
famous brands
Customers preferring the high end brands
Customers not spend their money on gifts due to economy
Another retail florist shop opening in the area
Home based florist business

Market Segmentation
Bloemen Club has identified that its target market will be individuals or
organizations that have the need or desire for fresh flowers. The market
can be categorized into four main market segments for Bloemen Club.
These are
Funerals,
Weddings,
Birthdays,
Special Occasions.
The below list represents each of the segments and the reasons why a
customer chooses the service from Bloemen club.
Timely Delivery
Customized Ease of Ordering
Planning Process Researched
Quality of Product
Timeliness of Delivery
Product Quality
Respectable Service

Demand for Flowers

The retail value of cut flowers in Saudi Arabia will
generate around SAR 35 Million in 2014-15, and the
floral retailers generating strong revenue of SAR 65
million. There is always a constant demand for
fresh flowers as they play a role in people's lives.
They are used celebration and sadness to represent
a person's affection or just a general "thank you".
The demands for fresh flowers are now perceived
as a fashion trend and are being used as centre
pieces in homes. There is always a high demand
during functions , weddings, anniversary
celebrations, corporate functions and meetings, Eid
celebrations.

Customer Profiling
The customers that regularly use florists are categorized into two main target market profiles which
are;

Business Customers Profiles

Male
Works in Corporate Business Divisions
25-60 years of age
Married, engaged or in a long-term relationship
High income earner
Quality Importance
Occupation: banker, real estate agent, lawyer or accountant
Consumer Customer Profile
Male/Female
25-60 years of age
Works locally
Married, engaged or in a relationship
Family/with children
Average Income Earner
Customer services important
Prefers a reasonable or expected pricing
Occupation: salesmen, retail store person, banker, and customer service rep.

Competition

Bloemen Club does not have any direct competitors in their

location, as they are the only retail florist shop in the
Jeddah area. With close analysis of the area there are some
home based florists operating from home in other western
region around jeddah. This can be seen as a threat as they
may offer cheaper prices because they don't have to pay
for rent and lease expenses such as a shop does. There is
also an increase of competition from other surrounding
retailers such as supermarkets, online stores and Service
Stations. The competition that Bloemen Club facing is
online competitors. These online florists go beyond with
their service where customers are able to purchase floral
arrangements on the internet. These services are offered
by www.saudiflorists.com.
They also offer next day
delivery, but lack when it comes to customers choosing
and customizing there orders. Often what is seen online

Marketing Objectives
The Marketing objectives that Bloemen Club wants to
achieve to ensure that it is a market
leader is to;
Increase its sales over 12 months by 20%
To build a stronger brand relationship with our customers
To expand the brand name into other areas such as
chocolates, and sweets
To open more shops in surrounding areas by 2018
To have well established brand image
To achieve the objectives Bloemen Club will need to
adjust its marketing mix to ensure that it can increase its
market share and it overall sales. Building relationships
with regular customers such as business customers is

Marketing Strategies
The business that Bloemen Club Saudi Arabia wants to establish is
having a customer value approach giving the customers a good
quality services and going beyond their expectation to satisfy the
needs.

Products
Fresh flower arrangements ,Bouquets, Gift Baskets & Hampers,
Sweets
Wreaths, Vases, Plants, Available in 3 different sizes Small,
Medium, Large
customers able to design and customize to their specifications

Price
Prices offered at competitive prices, Prices displayed on display
products
Package Deals, Prices can vary dependant on what the customer
requests when customizing an order

Place
One retail store operating in a busy street, High exposure to potential
customers
Easy to access, and front of shop parking
Promotion
Shop front floral displays, Outdoor signage
Local radio station advertising, Flyers and business card distributed in the
area through letter box drop
Sponsoring events, Local publicity, In store product displays
Social networks, The delivery van
Marketing Mix
The marketing mix of Bloemen Club Saudi Arabia will focus on targeting the
Wedding and Special Occasions segment, and also focusing on establishing
ties with organizations to supply them with a ongoing service.
Product Mix
The product mix shows that the two main items that are in demand are
bouquets and gift basket & hampers. This shows the trend that customers are
buying items that are ready for gifting to someone, it's seen as more
convenient for the customer.

Distribution Channels
Currently Bloemen Club has one main distribution channel
which is its retail shop. It has also other ways to reach its
customers. They have established a online service where
customers are able to view their products, select and order
what they want and get it delivered. This bring another
advantage to the business, as the competitors are trading
online it puts Bloemen Club on a level playing field to market
its product outside of its current demographic.

Customer Service Level

Bloemen Club aim to give customers a high level of service,
and taking customer service to the next level by getting to
know certain details of a customer to make them feel more
valued, for example remembering a customer's birthday or
anniversary, gives the impression that you have taken time
to listen to the customer. Also offering regular custom store

Customer Service Standards

As outlined above Bloemen Club's main concern is to deliver
the highest quality of customer service, staff are encouraged
to make the customer feel welcomed and valued by meeting
and greeting them as soon as they enter the shop. They are to
liaise with the customer and direct them to the product that
they desire. Staffs are advised to inform customers on special
promotions and discounts that might be on offer.

Promotional Activities
The promotional activities that Bloemen Club has undertaken
are having indoor floral displays for customers in store to give
them visual choices. There is also the use of outdoor signage
and window displays to be visual enticing to people walking
past the shop front. Bloemen Club has expanded its
advertising to local radio station and newspapers to get a
better coverage on its target customers. They have also

THANK YOU