As we recognized in our study, our first task would be to understand the market structure in Melbourne and identifying the marketing and buying trends among Australian buyers. Second aspect would be to use most appropriate techniques and methods to carry the “core business aspect of our business” to our target market. And the third would be to implement our plan to make our dream a reality.
As for our study we have found that number of marketing and promotion methods we can use in our promotional plan to get the maximum advantage for our business. We have divided the promotional methods into which are,
1. Magazine advertisements
2. Online and techno advertisements
3. Direct promotions
Here we have lined up our promotional methods in detailed:
· Creating advertisements to be published on travelling magazines and foreign magazines of interest (publish a full page advertisement on ‘Explore Sri Lanka’ & ‘Serandib’ magazines where the magazine sells inflight, tourist’s hotels & business premises in Sri Lanka & abroad. –
· Make agreements to publish our advertisements on foreign inflight magazines which are flying to Melbourne (Malaysian/ Thai/ Cathay pacific/ Qantas (the Australian way magazine)- Advertisers can extend their print advertising in the magazine into the iPad edition too (this would be more effective tool to attract the business travellers)etc.
· Creating advertisements on YouTube, Google search engine and to appear them on screen whenever Melbourne wholesale buyers/retail buyers & flower lovers search for purchasing flowers and information.
· Online shopping and putting orders for particular interest is made enable by ebay and amazon with our advertisements
· Formation of our own web site which gives all the information about products, production procedures etc.
· Making agreements with the Melbourne city council to publish our advertisement (with highlighting our brand name & logo) on a digital advertising board( Digital signage/LED digital billboards) in the Melbourne city market area and in front of the Flinders street train station where the hub of the city is established.
Ø All Digital screens (42' - 48" in size) are strategically placed above or around Point of Sale (POS) counters in busy supermarkets to optimize viewership as maximum time is spent queuing for checkouts. -An average prospective viewership of 40-50,000 per supermarket.
· Get into agreements with ‘Coles & Woolworths’ super markets to sell our products in their stores on seasonal basis. As for this agreement they would facilitate us with a separate store and we would rent it from them for a particular period. So this amount would be the payment for them, for their supply of flower stand(store).
· Our promotion method would be to highlight our product by decorating the flower stand which we rent form them and wrap the flower bunch from our company wrapping.
· Our aim is to sell the product for cheaper price, which is less than in our own store at MFM. This would attract more retail suburban customers with the backup of leading supermarket brands.
· Establishment of our own company in the vicinity of Melbourne flower market but probably with a distance less than the latter so that customers may find it comfortable to visit our place
Ø For this purpose first we have to get an Australian Business Number and register as sole trader and importer, which gives the legislative power to perform a business in Melbourne.- no money needed, can do online
Ø Then has to obtain a license for permanent stand with Melbourne flower market authority(licensor)
Ø Has to obtain the permission from Melbourne city council under the regulations to open our store.
In Our Own Store at Melbourne Flower Market
1. In our own store the products are sold with a lower price than the normal price sell at MFM.
2. Brand name “FLOREX” of our company is highlighted in every flower wrapping, and that creates a memory in customers’ mind and even they can remember it in similar occasions too
3. Leaflet is provided at every occasion when a customer comes to the shop
4. A salesman equipped (except our main dealer) with sound knowledge of the field is recruited to the shop who can understand the needs of the customer and act accordingly
5. Orders are taken at the according to various occasions
6. Studying about the products of the competitors and doing something specially than them such as “selling Foliage’s related equipment such as various vases which use for foliage dressings, containers etc.
Our Promotion Methods:
Promotion Method |
Cost |
· Advertisements on Inflight Magazines Ø Half page 12 month contract basis for ad on Explore SL Ø Half page 12 month contract basis on Serandib |
RS: 37,800
RS: 135,000 |
· YouTube Advertisements Ø Display ads ranging towards the higher end Ø In-search toward the lower end
|
RS: 36 (per click)
RS: 12 (per click) |
· Google Advertisements Ø Every time someone clicks on the ad |
RS: 300 |
· eBay & Amazon Advertisements Ø 1 month fee us$9.95 (eBay) Ø Per Click (Amazon) |
RS: 1200 RS: 90 |
· LED Billboards (per annum)
|
RS: 85,000 |
· Colse/ Woolworth agreements (per annum) |
RS: 1,440,000 |
· MFM store license
|
RS: 600,000 |
· Wholesaler store with cool room |
RS: 2,616,904 |
· TOTAL COST
|
RS: 5,614,704 |