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Semillas fito; growth in the spanish market

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Anneliese Niebauer
Anneliese Niebauer

This document provides an overview of Hobby Seeds Division's growth plan for the Spanish market. It includes a history of the division's marketing mix, objectives to increase brand awareness and market share, and a project plan to research the Spanish market and competitors. A methodology section outlines macro and micro analysis of four key home and garden markets to develop recommendations for Semillas Fit坦. The document concludes with suggested actions for Semillas Fit坦 to consolidate leadership in Spain, including investing in brand, promotion, and addressing competition in price and channels.

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Hobby Seeds Division Growth Plan for the Spanish Market
List of Contents 1. History 2. Objectives 3. Methodology 4. Project Plan 5. Macro Analysis Summary 6. Micro Analysis Summary 7. Spanish Market Research 8. Fit坦 Value Curve 9. Conclusion 10.Next Steps 11.Recommendations 12.Annex 2
History Hobby Seed Division Marketing Mix Product EuroGarden & Semillas Fit坦 Price Semillas Fit坦 1,50/sachet + VAT EuroGarden 1,00/sachet + VAT Promotion Exhibition Point-of-Sale Education Place Modern Channel Traditional Channel This is a brief overview of the Hobby Seeds Divisions current Marketing Mix the key being the strategy diversification between Eurogarden and Semillas Fit坦
Objectives Engineer Growth Plan for the Spanish Market Increase Brand awareness Increase market share Increase revenue Create Recommendations for Semillas Fit坦s Marketing Mix Compare prices with competitors Suggest new products Compare CSR and Online Marketing Tactics Find innovative new channels Recommend actions for Semillas Fit坦 to consolidate market leadership in Spanish market. 4
Project Plan Phase 1 Phase 2 Research 4 major countries macro Research Spanish Phase 3 and micro situation market and Analyze Phase 4 competitors successful strategies taken by Create competition recommendations based on findings By analyzing the four top Home & Garden markets, we created recommendations based on the successes and weaknesses of the major global competitors 5
Methodology Macro Analysis: Current Situation & Marketing Prioritization: Trend in Countries: Proposal for Consumer Inhibitors Macro trends Fito: lifestyle Drivers Major Brand Indicators Competition Promotion Channel Creativity Analysis: and Price Prioritization: Micro Analysis: Top Analyze online Market share companies policy Top Marketing Compare Product competitors Mix Selection Current Situation In Fito Business Understanding: Spain Analyze Fit坦s current Marketing Mix Observe Spanish consumer behavior We divided the Methodology into 2 parts, The Macro & Micro. Then we develop the marketing proposal based on our insights. 6
Macro Analysis Hobby Garden (USD Millions) Seeds Market Drivers: 7 12 8 10 Trend in Healthy Eating School Gardens Inhibitors: Global Recession Available Growing Space Growth Social trends are driving growth, while macro economic pressure is threatening it. Source: Nursery & Garden Stores in the US. IBISWorld Iexport Industry Summary 44422. November 2012 Gardening in Japan. Euromonitor International. May 2012 Gardening in France. Euromonitor International. October 2012.
Micro Analysis Burpee Takii Suttons Vilmorin/ Oxadis Product Variety Matching 478 Vegetable seeds 99 Vegetable Seeds 427 Vegetable seeds unknown with Fito 296 flower 70 Flower Seeds 463 Flower seeds Different 5 Seed Categories 2 categories 11 Seed Categories unknown Products/ 4 Families 8 Families Families New varieties 29 vegetable 12 Flower 14 Vegetable unknown 19 flower 23 Home garden 10 Flower Price Levels .70-1.5 euros Not found 賊 2.5 euros Varies unknown Depends on Location upon seed Sales Channel Walmart and garden Not found Garden Centers and unknown centers online Marketing Product Variety and Marketing activities plays important roles in consumer market to increase brand awareness. 8
Spanish Competitors Product Variety Batlle Rocalba Productos Flower Matching with Fito 222 Vegetable seeds 327 vegetable seeds 73 vegetable seeds 160 flower seeds 173 flower seeds 36 Flower 13 grass 26 grass 4 grass Different Products/ 6 seed categories 3 seed categories 7 Seed categories Families 2 families 4 families Price Levels 1.5-1.8 2 2 Sales Channels Las Ramblas Las Ramblas Las Ramblas Bordas (Hospitalet) Marketing Capillarity in Country Productos Flower has the most comprehensive marketing strategy of all the Spanish companies they are Semillas Fit坦s most direct competition in the Spanish market.
Spanish Market Research Company: FIT Company: BATLLE Where: El Corte Ingl辿s Where: Jardineria Bordas (Hospitalet) Price: 2,00 Price: 1,50 El Corte Ingl辿s is selling only Fit坦 seeds (for 2,00) and Jardineria Bordas (Hospitalet) is selling only Batlle seeds (for 1,50). 10 Source: Stores visits
Spanish Market Research Company: FIT Company: BATLLE Where: El Corte Ingl辿s Where: Jardineria Bordas (Hospitalet) Price: 9,40 (30m2) Price: 9,95 (40 m2) El Corte Ingl辿s is sellling Turf grass from Fit坦 for 9,40 (30m2) and Jardineria Bordas is selling it for 9,95 (40m2) 11 Source: Stores visits
Value Curve Reduce Raise Create 120 Semilla Fito 100 High 80 Burpee 60 Suttons 40 Vilamorin 20 Takii Low 0 Price Channels Product Social CSR Lines Media Semillas Fitos competitive strength lies in its high quality product, however, Semillas Fito could redirect efforts to become more consumer oriented.
Conclusions We recommend that Semillas Fito invest in Brand Rebrand Product Lines (ex.: Mediterranean Kitchen, Kids Line, Christmas Line) CSR Policy Employee welfare School/Public gardens Community Activities Update Point-of-Sale To maintain competitive advantage, focus on Promotion Loyalty Programs and Gift Certificates Update your marketing merchandise to remain global Buzz Gardening to develop Gardening Market Beware of competition in Price and Channels Online presence Online Sales Social Media (Facebook, Twitter, YouTube) Store Locator SEO Price Promotional Prices & Discounts Suggestion for the future recommendation, Marketing Strategies and Competitive advantages, and Pricing and Distribution 13
Next Steps Sell online Product Diversification Develop CSR Activities Community Outreach From all the marketing analysis that we obtain from competitor, we suggest Semillas Fit坦 to conduct several strategies to be able to compete in global market 14
Recommendations Sell online Suttons Put catalog online Make products easily searchable Create Shopping Cart & Checkout Offer personalized recommendations Social Media Marketing using a contracted intern 4% of Home & Garden Sales in Spain are online, but 60% of consumers conduct online research Burpee before purchasing Online search for home & garden grew 49% year over year from 2011 to 2012 The top priority for Semillas Fito should be to establish a new online sales channel in order to meet customers where they are and stay up-to-date with new trends. Sources: http://www.consumerbarometer.com/#?app=home&viewMode=0, http://www.google.com/trends/
Recommendations Product Diversification Selling gifts, flowers, and other peripherals Rebranding product lines to be more consumer oriented (Mediterranean Kitchen, Kids Garden) Suttons has Fun to Grow- Seeds for Kids! to encourage life long gardening and educate in line with Stage 1 of National Curriculum Burpee & Suttons have Seasonal Gift Offerings to capture the holiday spikes in sales By rebranding product lines & focusing on consumer demands, the Hobby Seed Division can become more consumer-oriented 16
Recommendations Develop CSR Activities Educate students Create an Employee Wellness Program Provide the how to plant videos Build the good brand image to the public Gives employees a clear understanding of what is their responsibility and welfare. Gives the users directly information and show it visually A strong CSR Policy benefits companies in branding and retaining happy customers and employees 17
Recommendations Community Outreach Sponsor Patio Competition in Southern Spain Partner with a Social Outreach Class to develop gardening programs in residence and prisons Buy a packet of seeds, donate a packet of seeds to a developing country C坦rdobas Batalla de Las Flores is government sponsored competition attracting citywide participation and tourism Schools participate in student outreach programs & need projects Allowing your customers to do good by consuming your product is huge CSR trend (TOMS, Warby Parker) Community Outreach builds brand, contributes to social responsibility, and generates goodwill 18
Thank you! 19
Country Summary Competitors Environment Overall, the Opportunities & Strengths outweigh the Threats & Weaknesses of the U.S. market, because although you must have a strong consumer brand to be a player, consumer trends are favorable to a growing gardening market. 20 Gardening in the United States. Passport. Euromonitor International. July 2012. Gardeners Supply Customer Service. Direct Email. 12.11.2012.
Country Summary Competitors Environment The use of technology allow the UK company own special strategies when competing with other competitors, but the limited of gardening space and low consumer confidence can bottleneck these companies growth. 21 Source: Gardening in the United Kingdom. Passport. Euromonitor International. July 2012.
Country Summary Competitors Environment The traditional retail marketing make the France company close to their consumers, but the lack of official website and online store are the most seriously problem when they are competing in the global market. 22 Gardening in France. Passport. Euromonitor International. July 2012.
Country Summary Competitors Environment Because of the focus on CSR and the shifting of targeting market, the JAPAN company exist unique strategies. But the increased taxes is a huge barrier to new entrants. 23 Gardening in Japan. Passport. Euromonitor International. July 2012.
Main Competitors Online marketing is provided by the way of e-Commerce Similarities Across country network to provide directly information to their customer Increased competition situation Expiration of key product patent CSR activities Differences The investment on marketing as well as brand image Global partnership is different from company to company The abilities of manage CPR(crisis public relation ) The specialist of products and solutions that different companies provide American companies invest heavily in patenting, marketing and advertising, and e- Commerce, but they have varying degrees of global partnership & CSR 24
Main Competitors Similarities Take advantage of social media especially on the use of website and e-Commerce abilities Online store as well as traditional Retailer store Increased competition situation CSR activities The investment on market research and market activities Differences Global partnership Independent & Subsidiary The U.K. companies are quite advanced in the online marketing, sales, and social media, but they invest less on product development 25
Main Competitors Gift Certificates & Loyalty card Similarities The investment on marketing and creative marketing solutions are needed Increased competition situation CSR activities Differences No Official Website & No Online Store The investment on market research and market activities Global partnership The abilities of manage CPR(Crisis Public Relation ) Vilmorin is currently re-vamping its Oxadis brand to increase their consumer oriented marketing and web promotion 26
Main Competitors Similarities Take advantage of social media especially on the use of website and e-Commerce abilities Emphasis on the credibility of its product by showing both the companys longevity and the seeds renowned The values of sustainability, longevity, innovation, and social wellbeing in its PR strategy Global partnership when facing the expanding issues Differences SKATA Specialized in online shopping for home gardeners Across country network to provide directly information to their customer The Japanese companies emphasize CSR and their responsibility to their communities and employees 27

More Related Content

Semillas fito; growth in the spanish market

  • 1. Hobby Seeds Division Growth Plan for the Spanish Market
  • 2. List of Contents 1. History 2. Objectives 3. Methodology 4. Project Plan 5. Macro Analysis Summary 6. Micro Analysis Summary 7. Spanish Market Research 8. Fit坦 Value Curve 9. Conclusion 10.Next Steps 11.Recommendations 12.Annex 2
  • 3. History Hobby Seed Division Marketing Mix Product EuroGarden & Semillas Fit坦 Price Semillas Fit坦 1,50/sachet + VAT EuroGarden 1,00/sachet + VAT Promotion Exhibition Point-of-Sale Education Place Modern Channel Traditional Channel This is a brief overview of the Hobby Seeds Divisions current Marketing Mix the key being the strategy diversification between Eurogarden and Semillas Fit坦
  • 4. Objectives Engineer Growth Plan for the Spanish Market Increase Brand awareness Increase market share Increase revenue Create Recommendations for Semillas Fit坦s Marketing Mix Compare prices with competitors Suggest new products Compare CSR and Online Marketing Tactics Find innovative new channels Recommend actions for Semillas Fit坦 to consolidate market leadership in Spanish market. 4
  • 5. Project Plan Phase 1 Phase 2 Research 4 major countries macro Research Spanish Phase 3 and micro situation market and Analyze Phase 4 competitors successful strategies taken by Create competition recommendations based on findings By analyzing the four top Home & Garden markets, we created recommendations based on the successes and weaknesses of the major global competitors 5
  • 6. Methodology Macro Analysis: Current Situation & Marketing Prioritization: Trend in Countries: Proposal for Consumer Inhibitors Macro trends Fito: lifestyle Drivers Major Brand Indicators Competition Promotion Channel Creativity Analysis: and Price Prioritization: Micro Analysis: Top Analyze online Market share companies policy Top Marketing Compare Product competitors Mix Selection Current Situation In Fito Business Understanding: Spain Analyze Fit坦s current Marketing Mix Observe Spanish consumer behavior We divided the Methodology into 2 parts, The Macro & Micro. Then we develop the marketing proposal based on our insights. 6
  • 7. Macro Analysis Hobby Garden (USD Millions) Seeds Market Drivers: 7 12 8 10 Trend in Healthy Eating School Gardens Inhibitors: Global Recession Available Growing Space Growth Social trends are driving growth, while macro economic pressure is threatening it. Source: Nursery & Garden Stores in the US. IBISWorld Iexport Industry Summary 44422. November 2012 Gardening in Japan. Euromonitor International. May 2012 Gardening in France. Euromonitor International. October 2012.
  • 8. Micro Analysis Burpee Takii Suttons Vilmorin/ Oxadis Product Variety Matching 478 Vegetable seeds 99 Vegetable Seeds 427 Vegetable seeds unknown with Fito 296 flower 70 Flower Seeds 463 Flower seeds Different 5 Seed Categories 2 categories 11 Seed Categories unknown Products/ 4 Families 8 Families Families New varieties 29 vegetable 12 Flower 14 Vegetable unknown 19 flower 23 Home garden 10 Flower Price Levels .70-1.5 euros Not found 賊 2.5 euros Varies unknown Depends on Location upon seed Sales Channel Walmart and garden Not found Garden Centers and unknown centers online Marketing Product Variety and Marketing activities plays important roles in consumer market to increase brand awareness. 8
  • 9. Spanish Competitors Product Variety Batlle Rocalba Productos Flower Matching with Fito 222 Vegetable seeds 327 vegetable seeds 73 vegetable seeds 160 flower seeds 173 flower seeds 36 Flower 13 grass 26 grass 4 grass Different Products/ 6 seed categories 3 seed categories 7 Seed categories Families 2 families 4 families Price Levels 1.5-1.8 2 2 Sales Channels Las Ramblas Las Ramblas Las Ramblas Bordas (Hospitalet) Marketing Capillarity in Country Productos Flower has the most comprehensive marketing strategy of all the Spanish companies they are Semillas Fit坦s most direct competition in the Spanish market.
  • 10. Spanish Market Research Company: FIT Company: BATLLE Where: El Corte Ingl辿s Where: Jardineria Bordas (Hospitalet) Price: 2,00 Price: 1,50 El Corte Ingl辿s is selling only Fit坦 seeds (for 2,00) and Jardineria Bordas (Hospitalet) is selling only Batlle seeds (for 1,50). 10 Source: Stores visits
  • 11. Spanish Market Research Company: FIT Company: BATLLE Where: El Corte Ingl辿s Where: Jardineria Bordas (Hospitalet) Price: 9,40 (30m2) Price: 9,95 (40 m2) El Corte Ingl辿s is sellling Turf grass from Fit坦 for 9,40 (30m2) and Jardineria Bordas is selling it for 9,95 (40m2) 11 Source: Stores visits
  • 12. Value Curve Reduce Raise Create 120 Semilla Fito 100 High 80 Burpee 60 Suttons 40 Vilamorin 20 Takii Low 0 Price Channels Product Social CSR Lines Media Semillas Fitos competitive strength lies in its high quality product, however, Semillas Fito could redirect efforts to become more consumer oriented.
  • 13. Conclusions We recommend that Semillas Fito invest in Brand Rebrand Product Lines (ex.: Mediterranean Kitchen, Kids Line, Christmas Line) CSR Policy Employee welfare School/Public gardens Community Activities Update Point-of-Sale To maintain competitive advantage, focus on Promotion Loyalty Programs and Gift Certificates Update your marketing merchandise to remain global Buzz Gardening to develop Gardening Market Beware of competition in Price and Channels Online presence Online Sales Social Media (Facebook, Twitter, YouTube) Store Locator SEO Price Promotional Prices & Discounts Suggestion for the future recommendation, Marketing Strategies and Competitive advantages, and Pricing and Distribution 13
  • 14. Next Steps Sell online Product Diversification Develop CSR Activities Community Outreach From all the marketing analysis that we obtain from competitor, we suggest Semillas Fit坦 to conduct several strategies to be able to compete in global market 14
  • 15. Recommendations Sell online Suttons Put catalog online Make products easily searchable Create Shopping Cart & Checkout Offer personalized recommendations Social Media Marketing using a contracted intern 4% of Home & Garden Sales in Spain are online, but 60% of consumers conduct online research Burpee before purchasing Online search for home & garden grew 49% year over year from 2011 to 2012 The top priority for Semillas Fito should be to establish a new online sales channel in order to meet customers where they are and stay up-to-date with new trends. Sources: http://www.consumerbarometer.com/#?app=home&viewMode=0, http://www.google.com/trends/
  • 16. Recommendations Product Diversification Selling gifts, flowers, and other peripherals Rebranding product lines to be more consumer oriented (Mediterranean Kitchen, Kids Garden) Suttons has Fun to Grow- Seeds for Kids! to encourage life long gardening and educate in line with Stage 1 of National Curriculum Burpee & Suttons have Seasonal Gift Offerings to capture the holiday spikes in sales By rebranding product lines & focusing on consumer demands, the Hobby Seed Division can become more consumer-oriented 16
  • 17. Recommendations Develop CSR Activities Educate students Create an Employee Wellness Program Provide the how to plant videos Build the good brand image to the public Gives employees a clear understanding of what is their responsibility and welfare. Gives the users directly information and show it visually A strong CSR Policy benefits companies in branding and retaining happy customers and employees 17
  • 18. Recommendations Community Outreach Sponsor Patio Competition in Southern Spain Partner with a Social Outreach Class to develop gardening programs in residence and prisons Buy a packet of seeds, donate a packet of seeds to a developing country C坦rdobas Batalla de Las Flores is government sponsored competition attracting citywide participation and tourism Schools participate in student outreach programs & need projects Allowing your customers to do good by consuming your product is huge CSR trend (TOMS, Warby Parker) Community Outreach builds brand, contributes to social responsibility, and generates goodwill 18
  • 20. Country Summary Competitors Environment Overall, the Opportunities & Strengths outweigh the Threats & Weaknesses of the U.S. market, because although you must have a strong consumer brand to be a player, consumer trends are favorable to a growing gardening market. 20 Gardening in the United States. Passport. Euromonitor International. July 2012. Gardeners Supply Customer Service. Direct Email. 12.11.2012.
  • 21. Country Summary Competitors Environment The use of technology allow the UK company own special strategies when competing with other competitors, but the limited of gardening space and low consumer confidence can bottleneck these companies growth. 21 Source: Gardening in the United Kingdom. Passport. Euromonitor International. July 2012.
  • 22. Country Summary Competitors Environment The traditional retail marketing make the France company close to their consumers, but the lack of official website and online store are the most seriously problem when they are competing in the global market. 22 Gardening in France. Passport. Euromonitor International. July 2012.
  • 23. Country Summary Competitors Environment Because of the focus on CSR and the shifting of targeting market, the JAPAN company exist unique strategies. But the increased taxes is a huge barrier to new entrants. 23 Gardening in Japan. Passport. Euromonitor International. July 2012.
  • 24. Main Competitors Online marketing is provided by the way of e-Commerce Similarities Across country network to provide directly information to their customer Increased competition situation Expiration of key product patent CSR activities Differences The investment on marketing as well as brand image Global partnership is different from company to company The abilities of manage CPR(crisis public relation ) The specialist of products and solutions that different companies provide American companies invest heavily in patenting, marketing and advertising, and e- Commerce, but they have varying degrees of global partnership & CSR 24
  • 25. Main Competitors Similarities Take advantage of social media especially on the use of website and e-Commerce abilities Online store as well as traditional Retailer store Increased competition situation CSR activities The investment on market research and market activities Differences Global partnership Independent & Subsidiary The U.K. companies are quite advanced in the online marketing, sales, and social media, but they invest less on product development 25
  • 26. Main Competitors Gift Certificates & Loyalty card Similarities The investment on marketing and creative marketing solutions are needed Increased competition situation CSR activities Differences No Official Website & No Online Store The investment on market research and market activities Global partnership The abilities of manage CPR(Crisis Public Relation ) Vilmorin is currently re-vamping its Oxadis brand to increase their consumer oriented marketing and web promotion 26
  • 27. Main Competitors Similarities Take advantage of social media especially on the use of website and e-Commerce abilities Emphasis on the credibility of its product by showing both the companys longevity and the seeds renowned The values of sustainability, longevity, innovation, and social wellbeing in its PR strategy Global partnership when facing the expanding issues Differences SKATA Specialized in online shopping for home gardeners Across country network to provide directly information to their customer The Japanese companies emphasize CSR and their responsibility to their communities and employees 27

Editor's Notes

  1. Wisnu
  2. Add gantt
  3. Wisnu
  4. 18% of people purchasing online in Spain4% Garden Equipment, DIY, and tools are purchased online