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Ball Horticultural Company: Ball FloraPlant and Selecta One Internship


WHO I AM

Fourth generation to pursue a career in horticulture  

UGA Marketing, professional selling emphasis, major Agribusiness and Management minor

Marketing and Product development


STRATEGY

Marketing

Retail

Name Selecta 2018 introductions: Series, Varieties and Combinations Photograph coordination

Marketing campaign for Meijer 2017 exclusive 2018 intro Life style photography

Projects

Product Development Document Selecta 2018 introductions summer trial at Mast Young Plants Document Bounce, made for the shade, trial New Data Variety sheet entry Product Positioning-Pain, Claim, Gain


Marketing

BRAINSTORMING

NAMING PROCESS

RESEARCH AND CLEARING

SELLING THE NAME


Marketing

PHOTO COORDINATION

Worked with Mark Widhalm, Barbara Terrell in office for bloom shots and other plant shots Retrieved photos for plant material from Stuttgart, Daniela Lenk


Product Development

SELECTA 2018 TRIAL AT MAST  YOUNG PLANTS

Worked with Gary Vollmer and Reid Snyder to flag 2018 intros, 2019 intros, commercials and drops at trial. Went 4 times to document the progress of products


PROCESS

O R G A N I Z E

D O C U M E N T

C O N F I R M A T I O N


Components Alphabetical

Photography

Selecta Code

Proposed name

Notes


Product Development

Bounce

Made for shade

Goal: Document Bounce interspecific impatiens shade trial with photography, flower power and height and spread

Problem: Used chemical enhancement to help expedite growth process

Correction of errors: More specific culture recommendation to trial site and follow ups. Communicate.Communicate. Communicate.


Product Development

GROWERS

PAIN CLAIM GAIN

RETAILERS

CONSUMERS


Retail

BLUE BERRY SWIRL PETUNIA  

MEIJER EXCLUSIVE PASSION FRUIT DAHLIA RASPBERRY SWIRL PETUNIA


INVESTIGATE Visit several stores in surrounding area, notes on product selection, programs and end caps

RETAIL AND PRODUCT MANAGERS

Met with Stacey Nobel to better understand the needs and current programs of Meijer stores Met with Gary Vollmer to understand the product offering

UNDERSTAND GROWERS Better understanding of grower pains and how this program can solve them from the Product Representative, Jason Twaddell


Marketing Plan­Dessert Swirls 1. Program "Dessert Swirls"

2. PRODUCT

Dessert resemblance, cross merchandising with grocery store- bringing in a new market of customers, creating an experience for shopper

Hanging baskets "Ice cream cones", Potted " Scooped", Tags with recipes(Meijer brand ingredients) and product info

3. CONTENT

4. GROWER INFO

Photography (lifestyle and artistic), social media push (Instagram and Pinterest), Recipe on tag with link to social media

Same habit as Headliner(fit well with current program), would be ready for mid may launch, 7-8 weeks from rooted cutting, holds up on retail bench


PHOTOGRAPHY

LIFE STYLE

ARTISTIC

LIFE STYLE


Marketing Plan­Passion Fruit Dahlia 1. Program Chic and fun product, bright colors, focus on home and garden Pinterest push

2. PRODUCT Potted Dahlia but has garden performance!

3. CONTENT

4. GROWER INFO

Photography (lifestyle and artistic), social media push, Pinterest logo/ Meijer's handle on tag

Similar habit as Hypnotica, distinctive and unique color. Perfect early spring-late spring production.


Marketing

Communication

KEY TAKE AWAYS 

Retail

Presentation


INNOVATE SOCIALLY

RESOURCES

PEOPLE


u o y k n a h T


Ball horticultural ball floraplant and selecta one internship (1)