Product Related Decisions

• Determining the most effective product mix (species, cultivars, sizes, etc.) to serve each market segment (should be based on costs and buyer demand).
• Branding the products in the product line, if possible (plant patents, etc.)
• Using attractive and efficient containers that hold up during storage.
• Provide attractive and informative labels for plant materials.
• Provide guarantees for each product in the product line. Modifying the existing product mix as the need arises.
• Planning and introducing new products (cultivars, sizes, etc,) when possible.
• Provide information on the care of the plants after they are sold.
• Service considerations - delivery, credit, convenient business hours.

• Select and prioritize target groups and geographical marketing areas.
• Determine whether advertising is required for the target markets selected. If so:
  • Determine advertising appeals and specific messages to use in those campaigns.
  • Select appropriate advertising media such as radio, television, newspaper, road signs or direct mail.
  • Determine the size of the ads to be used.
  • Determine the duration of the advertising campaign.
  • Determine the frequency of advertising.
  • Determine how advertising effectiveness is to be measured.
• Select appropriate sales promotional media such as point-of-purchase materials, samples, demonstrations, or trade shows.
• Develop a logo that is colorful and prominent.
• Public relations events - donate to charities, community meeting place, sponsor festivals, etc.

• Determine base prices for each product in each market served
• Determine the appropriate types and sizes of volume discounts used, if any.
• Determine the use of psychological pricing tactics such as prestige pricing, promotional pricing, etc.
• Determine credit policies.
• Allow consumers to buy the quality of plants they can afford.

• Provide protective packaging for goods in transient and storage.
• Determine the modes of transportation to be used.
• Determine inventory requirements and maintain these requirements.
• Provide frequent small shipments, even on weekends, if necessary.

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