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11
Retail Ready Retail Ready Sales TrainingSales Training
““Defending Margins by Defending Margins by Compressing the Supply Chain”Compressing the Supply Chain”
Oberlin, OhioOberlin, OhioFebruary 8,9, 2005February 8,9, 2005
22
Confronting Reality with Confronting Reality with Retail Ready ProgramsRetail Ready Programs
Product Development Group (PDG) Product Development Group (PDG) Established to “Compress” the Supply Established to “Compress” the Supply ChainChain
Group of Five BreedersGroup of Five Breeders– Paul Ecke RanchPaul Ecke Ranch– Goldsmith SeedsGoldsmith Seeds– Sakata SeedsSakata Seeds– DummenDummen– Kieft SeedsKieft Seeds
33
PDG ObjectivePDG Objective
Develop “Retail Ready” Programs For Develop “Retail Ready” Programs For The Growers That Service The Large The Growers That Service The Large National RetailersNational Retailers
– Utilize Industry Leading Genetics From The Utilize Industry Leading Genetics From The Five Breeding Companies To Offer Five Breeding Companies To Offer Complete Package Complete Package
– Maximize Seasonal OpportunitiesMaximize Seasonal Opportunities
44
Grower Marketing Grower Marketing OpportunitiesOpportunities
PDG will develop programs for all Four PDG will develop programs for all Four SeasonsSeasons – SpringSpring– SummerSummer– FallFall– WinterWinter
55
OpportunitiesOpportunities
Increase Space UtilizationIncrease Space Utilization Increase Cash FlowIncrease Cash Flow Staying Closer To The CustomerStaying Closer To The Customer Working Closer With The Supply Working Closer With The Supply
ChainChain Offer Programs Not Just ProductsOffer Programs Not Just Products
66
PDG Operational Guidelines PDG Operational Guidelines
Programs Created For Programs Created For GrowersGrowers To To Offer To RetailersOffer To Retailers– This is A Grower to Retailer Interface ONLYThis is A Grower to Retailer Interface ONLY
PDG Will Support Growers at their PDG Will Support Growers at their RequestRequest
77
Retail Ready Program Retail Ready Program StructureStructure
Suggested VarietiesSuggested Varieties Container SizesContainer Sizes LabelingLabeling Point of Purchase (POP) MaterialsPoint of Purchase (POP) Materials Suggested Retail & Wholesale PricesSuggested Retail & Wholesale Prices Estimated Gross Margins & Cart ValueEstimated Gross Margins & Cart Value Cultural and Technical SupportCultural and Technical Support
88
Retail Ready Program Retail Ready Program OfferingOffering
Program Name Program Type Region(s)Region(s)
Garden Accents Ornamental Grass All
Lasting Color Perennials N4-6; S7-10
Patriot Red/White & Blue All
Summer Sizzlers Summer Annuals All
Wal*Mart – Summer ‘05
99
An “Every Day Low Price” Grass Program that can sell in high volume using only the most popular
varieties. 5” Label with Program Name5” Label with Program Name 4” Pot, 10 per shuttle tray4” Pot, 10 per shuttle tray Suggested PricingSuggested Pricing
Retail Retail $ 1.97$ 1.97 Wholesale Wholesale $ 1.30$ 1.30
Cart ValueCart Value $ 702.00$ 702.00
Wal*Mart Wal*Mart Garden AccentsGarden Accents
4” Pot - 10 per Shuttle Tray
Key Selling Points• Lowest Price Retail Grass Program• Great Availability• Unusually Good Grower Margins
1010
Wal*Mart-Garden AccentsWal*Mart-Garden Accents
The most value price grass programThe most value price grass program High quality grass varietiesHigh quality grass varieties Offers form & textureOffers form & texture Boost summer salesBoost summer sales Great shelf lifeGreat shelf life
1111
Product Class Variety
CarexAmazon
Mist
Carex Bronco
Carex Prairie Fire
CarexRed
Rooster
Corynephorus Spiky Blue
Festuca Festina
Stipa Pony Tails
Wal*Mart Wal*Mart Garden AccentsGarden Accents
12124.5” Pot - 8 per Shuttle Tray
Wal*Mart Wal*Mart Lasting ColorLasting Color
An “Every Day Low Price” Summer An “Every Day Low Price” Summer Perennial Program.Perennial Program.
4.5” Pots, 8 per shuttle tray4.5” Pots, 8 per shuttle tray 5” Label With Program Name5” Label With Program Name Suggested PricingSuggested Pricing
Retail Retail $ 2.47$ 2.47 Wholesale Wholesale $ 1.70$ 1.70 Cart ValueCart Value $ 571.00$ 571.00
Key Selling Points• Regionally Specific• Heat Tolerant Varieties• Sold in Full Color
1313
Wal*Mart-Lasting ColorWal*Mart-Lasting Color
Value price 4.5” perennialValue price 4.5” perennial Selection of popular varietiesSelection of popular varieties Region specific varietiesRegion specific varieties Fast growing categoryFast growing category Attractive high impact labelAttractive high impact label
1414
Wal*Mart Wal*Mart Lasting ColorLasting Color
Product Class Variety
Campanula Advance White
Chrysanthemum White Knight
Delphinium Blue Mirror
Dianthus Arctic Fire
Heuchera Palace Purple
Hyssopus Nectar
Lavandula Purple Ribbon
Nepeta Pink Cat
Papaver Moondance
Polemonium Bambino Blue
PrimulaNoverna Deep-
Blue
Salvia Purple Volcano
Scabiosa Blue Diamond
1515
Wal*Mart Wal*Mart PatriotPatriot
An “Every Day Low Price” High Value Patriotic Theme.
5” label with the program name Suggested Pricing
Retail: $ 5.97 Wholesale: $ 4.25
Expected Cart Value: $ 535.50
Product Class Variety
Celosia Prestige
Scarlet
Petunia Explorer Blue
Petunia Explorer White
8” Square Pot
Key Selling Points• Seasonal Theme• Easily Grown Varieties• EDLP Product Form
1616
Wal*Mart-PatriotWal*Mart-Patriot
Patio container featuring Red, White Patio container featuring Red, White & Blue& Blue
Capture 4Capture 4thth of July sales of July sales EDLP retail price pointEDLP retail price point Garden center traffic builderGarden center traffic builder
1717
Wal*Mart Wal*Mart Summer SizzlersSummer Sizzlers
An “Every Day Low Price” Large Potted Annual Quart Pot, 10 Per Shuttle TrayQuart Pot, 10 Per Shuttle Tray 5” Label5” Label No POPNo POP Suggested PricingSuggested Pricing
Retail Retail $ 0.99$ 0.99
Wholesale Wholesale $ 0.72$ 0.72 Cart ValueCart Value $ $
390.00390.00
Quart Pot, 10 Per Shuttle TrayQuart Pot, 10 Per Shuttle Tray
Key Selling Points• Great Tolerant Varieties• Lowest Price Quart Annual• Good Summer Grower Margins
1818
Wal*Mart-Summer SizzlersWal*Mart-Summer Sizzlers
Large potted annuals at a value Large potted annuals at a value priceprice
Provides competitive price Provides competitive price differentiationdifferentiation
Heat tolerant varietiesHeat tolerant varieties Great consumer valueGreat consumer value Keep consumers interested for Keep consumers interested for
improved summer salesimproved summer sales
1919
Product Class Variety
Petunia Storm Blue
Petunia Storm Pink
Petunia Storm White
Petunia Storm Red
PhloxGrammy Pink &
White
PhloxGrammy Purple &
White
Platycodon Miss Tilly Blue
Portulaca Sunseeker Pink
Portulaca Sunseeker Red
Portulaca Sunseeker White
Portulaca Sunseeker Yellow
Wal*Mart Wal*Mart Summer SizzlersSummer Sizzlers
Product Class Variety
Begonia Queen Pink
Begonia Queen Red
Begonia Queen White
CapsicumPeppa Rose &
White
CapsicumPeppa Purple &
Orange
Celosia Ice Cream Cherry
Celosia Ice Cream Mango
Celosia Ice Cream Peach
Dianthus Charms Pink
Dianthus Charms Scarlet
2020
Wal*Mart Wal*Mart Summer SizzlersSummer Sizzlers
Product Class Variety
Salvia Saluti Purple
Salvia Saluti Lilac
Salvia Saluti Red
Salvia Saluti White
Salvia Saluti Pure White
Torenia Duchess Blue & White
Torenia Duchess Burgundy
Torenia Duchess Pink
Vinca Victory Grape
Vinca Victory Red
Vinca Victory White
Vinca Victory Pure White
Zinnia Profusion Mix
Product Class Variety
Dianthus Charms White
Gazania Kiss Mix
Gomphrena Gnome Purple
Hypoestes Confetti White
Hypoestes Confetti Red
Impatiens Xtreme Lavender
Impatiens Xtreme Mix
Impatiens Xtreme Red
Impatiens Xtreme Rose
Impatiens Xtreme White
2121
Retail Ready Program Retail Ready Program OfferingOffering
Program Name Program Type Region(s)Region(s)
Color Grass Ornamental Grass All
Perennial Beauty Perennials N4-6; S7-10
Fireworks Red/White & Blue All
Summer Sensations Summer Annuals All
Home Depot – Summer ‘05
2222
Home Depot Home Depot Color GrassColor Grass™™
A High Quality Grass Program That Is More Profitable Than Traditional Programs
One Gallon Printed with LogoOne Gallon Printed with Logo5” label with Program Logo5” label with Program LogoPOP – 11”x12” bench card & 18”x14”poster POP – 11”x12” bench card & 18”x14”poster Suggested PricingSuggested Pricing
Retail Retail $ 4.97$ 4.97 Wholesale Wholesale $ 3.50$ 3.50
Cart ValueCart Value $ 661.00$ 661.00
One GallonOne Gallon
Key Selling Points• Value Priced 1 Gallon• High Summer Gross Margins• Good Cart Value
2323
Home Depot-Color GrassHome Depot-Color Grass
Totally new to the marketTotally new to the market Array of colors & texturesArray of colors & textures Best shelf life of all annuals & Best shelf life of all annuals &
perennialsperennials 18 X 24 Color Grass poster18 X 24 Color Grass poster Color grass pricing cardColor grass pricing card Upscale program labelUpscale program label
2525
Product Class Variety
Carex Amazon Mist
Carex Bronco
Carex Bronzita
Carex Prairie Fire
Carex Red Rooster
Corynephorus Spiky Blue
Festuca Festina
Koeleria Coolio
Luzula Lucius
Luzula Starmaker
Stipa Pony Tails
Home Depot Home Depot Color Grass™Color Grass™
2626
Home Depot Home Depot Perennial Perennial BeautyBeauty
A Perennial with a differentiated price point that does not compete with the 1-Gallon SKU.
5” label with the program name POP: 18” x 24” poster Suggested Pricing:
Retail: $ 2.97Wholesale: $ 2.00
Expected Cart Value: $ 576.00
Quart Pot - 8 per Shuttle Tray
Key Selling Points• Creates Competitive Price Point• Improve Revenue per Sq. Ft.• Heat Tolerant, Easy to Flower
2727
Home Depot- Perennial BeautyHome Depot- Perennial Beauty
Region specific varietiesRegion specific varieties Combination of heights and texturesCombination of heights and textures Good summer marginsGood summer margins Separate price point from 1 GallonSeparate price point from 1 Gallon 18 X24 POP poster18 X24 POP poster Attractive upscale labelAttractive upscale label
2828
Red, White & Blue Mixed Container Using Heat Tolerant Varieties
5” label with flagOne Gallon Pot, 3 per traySuggested Pricing:
Retail: $ 3.97Wholesale: $ 2.75
Cart Value: $ 519.75
Home Depot Home Depot FireworksFireworks
Saluti Pure White Saluti Red Saluti Lilac
One Gallon Pot – 3 per Shuttle Tray
Key Selling Points
• Different Approach to RWB
• Maximize July Sales
• Good Summer Margins
2929
Home Depot-FireworksHome Depot-Fireworks
Unique Red, white & Blue programUnique Red, white & Blue program Sell three (3) 1- G pots for a color Sell three (3) 1- G pots for a color
combinationcombination Increase aver ticketIncrease aver ticket Sell in full colorSell in full color Competitively pricedCompetitively priced
3030
Home Depot Home Depot Summer Summer SensationsSensations
Varieties that have outstanding consumer performance in extreme heat.
1 Gallon Pot 11” X 12” bench card 5” Label Suggested Pricing:
Retail: $ 3.97Wholesale: $ 2.75
Expected Cart Value: $ 371.25
One GallonOne Gallon
Key Selling Points• Complete Marketing Package• Outstanding Heat tolerant
varieties• Reduce Crop Time with 2
Plug Sizes
3131
Home Depot-Summer Home Depot-Summer SensationsSensations
Outstanding heat tolerant varietiesOutstanding heat tolerant varieties Combinations of seed & vegetativeCombinations of seed & vegetative Makes compelling retail displaysMakes compelling retail displays Stimulate summer salesStimulate summer sales POP pricing cardPOP pricing card Upsacale program labelUpsacale program label
3232
Retail Ready Program Retail Ready Program OfferingOffering
Program Name Program Type Region(s)Region(s)
Grass Décor Ornamental Grass All
Perennial Magic Perennials N4-6; S7-10
Celebration Red/White & Blue All
Beat the Heat Summer Annuals All
Lowe’s – Summer ‘05
3333
Lowe’s Lowe’s Grass DécorGrass Décor
A compelling grass offering at a compelling price point. Quart Pot - 8 per Shuttle Tray 5” label with the program name POP: 12” x 24” poster & bench wrap Suggested Pricing:
Proposed Retail Price: $ 2.97 Proposed Wholesale Price: $ 2.00
Expected Cart Value: $ 864.00
Quart Pot - 8 per Shuttle Tray
Key Selling Points• Extreme Value Cart• Differentiated price point
from 1G SKU• One of Best Grower Margins
3434
Lowe’s-Grass DécorLowe’s-Grass Décor
Interesting colors & texturesInteresting colors & textures Fast growing categoryFast growing category Value priced for fast turnoverValue priced for fast turnover 18 X 24 POP poster18 X 24 POP poster Grass Decor’ bench wrapGrass Decor’ bench wrap Upscale labelUpscale label
3535
Lowe’s Lowe’s Perennial MagicPerennial Magic
Summer Flowering Perennials With Regional Specific Varieties
One GallonOne Gallon 5” Label with Program Name5” Label with Program Name POP – 11” x 12” Bench CardPOP – 11” x 12” Bench Card Suggested PricingSuggested Pricing
Retail Retail $ 3.97$ 3.97 Wholesale Wholesale $ 2.75$ 2.75
Cart ValueCart Value $ 661.00$ 661.00
One GallonOne Gallon
Key Selling Points• Perennials that Flower in
Heat• Regional Specific Varieties• Incremental Summer Sales
3636
Lowe’s Lowe’s Perennial MagicPerennial Magic
Great flowering perennials for Great flowering perennials for summersummer
Region specific varietiesRegion specific varieties Sell in full colorSell in full color Fastest growing categoryFastest growing category Competitively pricedCompetitively priced Upscale labelUpscale label POP pricing cardPOP pricing card
3737
Product Class Variety
Campanula Advance Blue
Campanula Advance White
Chrysanthemum White Knight
Delphinium Blue Mirror
Dianthus Arctic Fire
Dianthus Arctic Fire
Heuchera Palace Purple
Hyssopus Nectar
Lavandula Purple Ribbon
Nepeta Pink Cat
Papaver Moondance
Polemonium Bambino Blue
Primula Noverna Deep Blue
Salvia Lyrata Purple
Volcano
Salvia Moondance
Salvia Select Rose
Lowe’s Lowe’s Perennial MagicPerennial Magic
3838
Lowe’s Lowe’s Beat the HeatBeat the Heat
A heat tolerant program using upscale seed varieties.
8” Pot 5” label with logo POP: 11”x 12” bench card,
12”x 24” poster Suggested Pricing
Retail: $ 4.97 Wholesale: $ 3.50
Expected Cart Value: $ 378.00
8” Pot
Key Selling Points• Keeps with Lowe’s Summer
Theme• Complete Marketing Package• Increases Summer Sales
Revenue
3939
Lowe’s-”Beat the Heat’Lowe’s-”Beat the Heat’
Upscale premium varietiesUpscale premium varieties Extremely heat tolerantExtremely heat tolerant Good gross marginsGood gross margins Adds tremendous color to the Adds tremendous color to the
garden centergarden center Large POP program posterLarge POP program poster Large colorful program labelLarge colorful program label
4040
Lowe’s Lowe’s CelebrationCelebration
Product Class Variety
Gazania Kiss White
Platycodon Miss Tilly
SalviaPicante
Red8” Pot
Red, White & Blue Mixed Container Using Heat Tolerant Varieties.
8” Pot5” label with flagSuggested Pricing:
Retail: $ 4.97Wholesale: $ 3.50
Expected Cart Value: $ 441.00
Key Selling Points• Varieties that
Perform in the Heat
• Increases Summer Product Portfolio
• Provides Incremental July Sales
4141
Lowe’s-CelebrationLowe’s-Celebration
Build July sales with Red, white & Build July sales with Red, white & BlueBlue
Patriotic themePatriotic theme Good summer gross marginsGood summer gross margins Upscale program labelUpscale program label Potential to increase average salePotential to increase average sale
4242
Retail Ready Program Retail Ready Program OfferingOffering
All Retailers – Summer & Fall ‘05
Program Name Program Type Region(s)Region(s)
Autumn Xtras Annuals, Per, GrassesNE, Midwest, SE,West & NE, CA
Summer Bloomers Summer Geraniums All
"Frostbitters" Over Wintering Pansy NE, Midwest
Ger & N. G. Imp. Florida Program Florida
Summer Traditions Zinnias All
4343
Autumn XtrasAutumn Xtras
A Fall Program without Branded Program A Fall Program without Branded Program ExpenseExpense
– One Gallon & 4.5” PotsOne Gallon & 4.5” Pots– 5” Label With Program Name5” Label With Program Name– POP – Bench Wrap & 11” X 12” Bench CardPOP – Bench Wrap & 11” X 12” Bench Card– Suggested PricingSuggested Pricing
One Gallon: One Gallon: Retail $4.97 Wholesale $3.50Retail $4.97 Wholesale $3.50 4.5” Pot:4.5” Pot: Retail $2.97 Wholesale $2.00Retail $2.97 Wholesale $2.00
OR
4.5” Pot – 8 per tray One Gallon
Key Selling Points• Value Priced Inputs• Regional Specific
Programs• Unique Fall
Positioning
4444
Autum XtrasAutum Xtras
Low cost high value fall programLow cost high value fall program Specific perennials, cool weather Specific perennials, cool weather
annuals & ornamental grassesannuals & ornamental grasses POP bench wrapPOP bench wrap Upscale label Upscale label Provided great fall colorProvided great fall color Makes fall more than mums & Makes fall more than mums &
pansiespansies
4545
Product Class Variety
Agastache Pink Pop
Argyranthemum Bright Carmine
Argyranthemum Comet White
Argyranthemum Sunlight
Armeria Joystick Mix
Bellis Galaxy Mix
Calibrachoa Cat's Eye Calico
Calibrachoa Canary
Calibrachoa Electric Red
Carex Bronco
Carex Red Rooster
Chrysanthemum White Knight
Corynephorus Festina
Dianthus Diamond Purple
Dianthus Diamond Scarlet
Dianthus Diamond White
Autumn XtrasAutumn Xtras
4646
Product Class Variety
DiasciaS. Chime
Terracotta
Diascia S. Chime Peach
Diascia S. Chime Red
Digitalis Carillon
Erysimum Goldshot
Heuchera Place Purple
Hibiscus Disco Bells Red
Lamium Orchid Frost
Lavanduala Spanish Eyes
Nemesia S. Berries & Cream
Nemesia Sachet White
Nepeta Pink Cat
Product Class Variety
Osteospermum
Crescendo Orange
Osteospermum
Crescendo White
Osteospermum
Crescendo Yellow
Penstemon Navigator
PetuniaRamblin' Burgundy Chrome
Petunia Ramblin' Red
PetuniaRamblin' Salmon
Capri
SalviaLyrata Purple
Volcano
Salvia Select Blue
Salvia Select White
Verbena Toronto Silver Pink
Autumn XtrasAutumn Xtras
4747
Summer BloomersSummer Bloomers
A high impulse planter with heat tolerant geranium varieties.
Suggested Pricing Retail: $9.97 Wholesale: $7.00
Expected Cart Value: $336.00
10” Color Pot
Key Selling Points• Best Heat Tolerant
Varieties• Tremendous Summer Color• Great for Impulse Sales
4848
Summer BloomersSummer Bloomers
Selected heat tolerant varietiesSelected heat tolerant varieties A mass of summer colorA mass of summer color Consumers love geraniumsConsumers love geraniums Nice patio potNice patio pot Increase summer average saleIncrease summer average sale
4949
TraditionsTraditions
An array of the best hybrid ZinniasAn array of the best hybrid Zinnias Proven heat toleranceProven heat tolerance A consumer favoriteA consumer favorite Massive summer colorMassive summer color Summer traffic builderSummer traffic builder
5050
““Frostbitters”Frostbitters”
An “Over-wintering” Pansy Program for the Midwest & An “Over-wintering” Pansy Program for the Midwest & NortheastNortheast
Consumer Guarantee ProgramConsumer Guarantee Program
– 4” Pots, 10 Per Tray 4” Pots, 10 Per Tray – 5” Label With Logo5” Label With Logo– POP – 15” X 20” Sign Board, 11” X 12” Pricing Card And POP – 15” X 20” Sign Board, 11” X 12” Pricing Card And
Bench TapeBench Tape– Suggested PricingSuggested Pricing
Retail $1.49Retail $1.49 Wholesale $1.00Wholesale $1.00
4” Pot, 10 per Tray
5151
Florida-Geranium & New Guinea Florida-Geranium & New Guinea ImpatiensImpatiens
Most heat tolerant varietiesMost heat tolerant varieties The most popular fall productsThe most popular fall products Great colorsGreat colors Makes fantastic displaysMakes fantastic displays Increase sales revenueIncrease sales revenue Consumer favoritesConsumer favorites
5252
Retail Ready Program Retail Ready Program SummarySummary
As Of Today – 17 Programs Proposed As Of Today – 17 Programs Proposed For Summer And Fall Of ’05For Summer And Fall Of ’05
Additional Programs Will Be Developed Additional Programs Will Be Developed For Winter ’05-’06 and Spring ’06For Winter ’05-’06 and Spring ’06
Support Is Available To Customize Any Support Is Available To Customize Any Program To Meet Specific Grower NeedsProgram To Meet Specific Grower Needs