 |
Rural Industries Research & Development Corporation |
|
Rural Industries Research & Development Corporation |
|
The
|
 |
Report
|
No. 88: Wildflower marketing
strategy being developed
The full reportThis is a summary of a full report Domes-tic market analysis for wildflowers pub-lished by RIRDC (Pub. No. 00/42, AFP-1A) by C. Horsman; Phone/Fax: 08 8389 3057’ Email: tctv@bigpond.com The report is available in hardcopy (under wildflowers) or downloadable from this site.
A research project commissioned by the Rural Industries Research and Development Corporation (RIRDC) has developed a blueprint for wildflower marketing strategies.
Two projects were involved. The first aimed at identifying consumers’ attitudes to wildflowers while the second used that information to identify strategies to increase the wildflower market share.
Although production of cultivated wildflowers has increased dramatically over the last 20 years, sales on the domestic market have not kept pace with this increase.
To determine the reasons for this there was market research in 1999 that assessed the attitudes of florists and the general public to wildflowers. Perceptions were that wildflowers are dull coloured, lack variety, are expensive, masculine and old-fashioned. The research was led by the Australian Flora andProtea Growers’ Association (AFPGA), and supported by RIRDC under its Wildflowers and Native Plants R&D program.
The study concentrated in Sydney where there is a flourishing wholesale market, with a small number of Melbourne florists included because of their different marketing system.
AFPGA researcher Christine Horsman reported to RIRDC that this study was followed up by a workshop of industry representatives that aimed to share market research information, gain the required industry support, and plan the implementation of identified strategies.
The Study
The strategic planning workshop, which was facilitated by Dr Stuart de Jong attracted 25 industry leaders from around Australia including representatives of grower organisations in all states, exporters, researchers, wholesalers and florists.
The industry representatives received a copy of the final research report before the workshop so that they could discuss it with their peers. The issues were:
- industry fragmentation – there are more than 500 growers in an industry with an estimated $45 million turnover, and numerous sellers including florists, wholesalers, supermarkets, petrol stations and roadside stalls;
- the declining domestic market share for wildflowers – an export focus has neglected the domestic market, where wildflowers have lost their novelty and so compete more directly with traditional flowers;
- poor market signals – a large number of growers are part-time, and some 20–30 per cent grow other flowers as well, meaning less commitment to marketing either the industry or their own products;
- the shorter supply chain – electronic commerce has opened up new distribution channels;
- market segments – it is estimated that florists move the majority of wildflowers, with only a fraction sold through the mass market, which offers significant potential;
- style – some growers report increasing interest in undersized flowers, with long stems and small heads, but wholesalers prefer larger flowers;
- image – native flowers and proteas have an image problem domestically and in export markets and need to be promoted up-market. Periodic product rejuvenation appears critical to the industry.
- availability – wholesalers say to increase the sales of flowers domestically, a continuous supply of flower species is needed.
The ResultsIndustry representatives regarded the workshop as extremely worthwhile, with different points of view exchanged and general agreement reached on ways forward.
Discussion during the preparation of a SWOT Analysis highlighted the dearth of accurate Industry statistics. Until statistics are readily available, the industry cannot be described as "established", and will lack credibility with governments and the domestic and overseas markets.
None of the ideas put forward are seen as Beyond the capacity of the industry and some of the strategies suggested – particularly promotion – are already being applied by some groups.
The SWOT Analysis
Education for florists needs to be fully explored and offers the most potential for short-term impact. Working more closely with florists should also give growers a better idea of the type of product required – florists are interested in more things than just flowers – e.g. buds, nuts, branches.The workshop agreed on a vision of "Growing and processing wildflowers in Australia is a profitable and sustainable industry"; a mission
'"To develop a commercially driven profitable industry"; and an objective "To increase sales of Australian wildflowers and proteas".
Ways of increasing exposure to target markets were discussed through the following mecha-nisms:
- Working with TAFEs to ensure florist courses provide positive education on wildflowers;
- Providing similar education to wire service networks, and individual florists, through training workshops held in each state, and a new training video;
- Preparing and continual presentation of promotional material at events, to the press, in catalogues and via a new website;
- Improving the supply chain through addressing availability, continuity and supply quality (collecting industry statistics will improve market signals of price, style, quality).
Education was ranked number one in priority. Successful promotion will rely on supply being available in the market, and the promotional material should reflect this.A preliminary federal industry organizing committee was elected at the workshop: James Frew, grower from Victoria; Derek Byrne, wholesaler NSW; Grace Sedgley, Flowerswest WA; Nola Parry, florist and former grower, NSW; AFPGA nominee; Chris Salter PIRSA Industry Development Officer, SA; Geraldine Meiburg, Industry Development Officer, or QFGA nominee, QLD.
The committee’s is to refine, set targets and prioritise the strategies and activities listed, and to start implementing the plan devised at the workshop.
State committees might also be formed from existing state industry associations to develop contacts with TAFE and florists to increase the exposure of wildflowers and proteas.
Summary
The strategies identified give the industry both short and long-term goals.
These should help focus and coordinate the efforts and money which various groups currently have at their disposal.
If groups work together sharing the resources they have duplicated effort should be avoided and the public will receive consistent and frequent messages about wildflowers.
This workshop importantly brought together a diversity of industry people who shared their knowledge and opinions freely.
With fragmentation identified as one of the industry’s main weaknesses, this is a big step in the right direction, with useful networks beginning to form.
The next steps include developing and distrib-uting a priority list addressing the issues of responsibilities, reporting and funding.
The national committee should discuss what current resources – including people, actual funds, promotional material, and information – are, or need to be available.
Other RIRDC related reports:
 
|