SERVICIO NACIONAL DE APRENDIZAJE

Actividad de aprendizaje 3

Evidencia 6: Segmentation “Describing Potential Clients”

Questions and Answers

1. Where do you usually buy your cleaning products?

Yes, I do

2. Do you consider yourself as a neat person? Why?

Yes, as for personal hygiene, but in household chores, I tend to be something forgotten.

3. Do you feel satisfied with the cleaning products you buy? Why?
Yes, because it fulfills its function.

4. What kind of cleaning product would you like it to be improved? Why?

Chlorine, I would like your scent to be softer.

5. Mention 5 cleaning product brands you consider as the best ones

Rexona, Ariel, Vanish, Protex, Colgate.

6. Which are the most important aspects to be taken into account to choose a cleaning product
brand?
 the utility of the product and the way to use it.
 labeling data such as (dosage, application, composition and mode of use)
 Fragrance
 If I have already used the product, experience in the use
 Price

7. Imagine you are promoting a new product. Describe it and write in ten lines the reasons to
convince your potential clients to buy your product.

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Yesica Andrea Noriega Rincón
 SERVICIO NACIONAL DE APRENDIZAJE

We are a Colombian company that offer quality flowers with high

production and service standards. The best flowers you get in our
company, with striking colors and really pigmented, unparalleled
fragrances and with great duration. Quality and service is our priority.
If you want to give an unforgettable gift, or brighten up the environment in which you live,
work or a special place, our flowers are the best option, our variety of species, colors and
branches, will allow you to have different options, we also offer services and / or additional
products such as chocolates, homes, stuffed animals, etc., that will make your product unique.
In addition, we have a nice website that will let you know more about us, our products,
promotions, online advice and buy from the comfort of your home or wherever you are.

GERMAN POPULATION

Germany ended 2018 with a population of 82,886,000 people, which represents an increase of
93,649 inhabitants compared to 2017, in which the population was 82,792,351 individuals, of
which, in 2017, the female population was the majority, with 41,948,786 women, representing
50.67% of the total, compared to 40,843,565 men, which is 49.33%.

One of the largest markets for flower consumption in Europe is Germany, with rose being the most
important cut flower, with more than 5 billion stems imported from other countries. The supply of
developing countries like Colombia is gradually increasing, and it is expected to grow even more
in the coming years. As there is economic growth in many European countries it is foreseeable
that the demand for cut flowers creates new opportunities for producers, professionals and
exporters from developing countries, of which 65% of exports correspond to the rose trade. For its
part, the carnation represents about 11% of this market. On the other hand, chrysanthemums, tulips,
lilies and gerbera are produced in large quantities, mainly in the Netherlands, which is why they
constitute only a small fraction of extra-community imports.

The German market is characterized by relatively high levels of per capita spending on flowers.
The size of these markets tends to be stable and sometimes even decreases. Consumers tend to
spend a relatively high share of spending on flowers for personal use. They are familiar with
flowers and are interested in new and interesting products.

2
Yesica Andrea Noriega Rincón
 SERVICIO NACIONAL DE APRENDIZAJE

Colombian flowers have earned the status to be one of the most appreciated gifts among foreign
lovers, and is currently one of the products that has gradually entered the German market with
greater success, although it has also faced some ups and downs, without However, German buyers
demand that the product complies with the regulations of the European Union. It is also important
to take into account the selection criteria of importers to choose their suppliers, among which are
the price, product quality, product availability, communication skills and consistency in the supply.
In the case of flowers, a number of conditions related to quality, protection and presentation must
be satisfied in the packaging.

SURVEY

1. Have you bought or would you like to buy flowers?

Yes ____ No ____

2. How important is it for you to buy flowers?

____ Very important ____ Nothing important
____ Something important ____ Do not know or does not answer
____ Less important ____ I do not buy flowers

3. What is your motivation at the moment of buy flowers?

____ Special dates ____ Anytime I want it
____ Home / office decoration ____ Do not know or does not answer
____ Condolences ____ I do not buy flowers
____ Events ____ other, what? __________________

4. What kind of flowers have you bought or would you like to buy? you can select several options.
____ Roses ____ Gerberas
____ Carnations ____ Sunflower
____ Chrysanthemums ____ Daisies
____ Tulips ____ olives
____ Lilies ____ Do not know or does not answer

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Yesica Andrea Noriega Rincón
 SERVICIO NACIONAL DE APRENDIZAJE

____ I do not buy flowers ____ other, what? __________________

5. Where do you usually buy flowers?

____ Supermarket ____ Webpage or APP
____ Florist ____ Do not know or does not answer
____ Marketplace ____ I do not buy flowers
____ Street ____ other, what? __________________

6. What is the most important factor for you when buying flowers? you can select several options.
____ Price ____ Quality
____ Design ____ Do not know not answer
____ Packing ____ I do not buy flowers
____ Color ____ other, what? __________________
____ Fragrance

7. How would you rate the product and experience of previous purchases?
____ Excellent ____ Appalling
____ Good ____ Do not know or does not answer
____ Regular ____ I do not buy flowers
____ Bad ____ other, what? __________________

8. How willing are you to buy our product (flowers)?

____ Fairly willing ____ I'm not interested
____ Somewhat willing ____ Do not know or does not answer
____ Unwilling ____ I do not buy flowers

9. How can we improve our product?

___________________________________________________________________________

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Yesica Andrea Noriega Rincón
 SERVICIO NACIONAL DE APRENDIZAJE

10. How much would you be willing to pay for an innovative product based on your previous
experiences?
____ Less than € 50 ____ More of € 150
____ € 50 - € 100 ____ Do not know or does not answer
____ € 100 - € 150 ____ I do not buy flowers

REFERENCES
Panagiotis Karanikas. (2017, July 26). El mercado de las flores en Europa. Retrieved June 21,
2019, from http://www.metroflorcolombia.com/el-mercado-de-las-flores-en-europa/

Instituto Boliviano de Comercio Exterior (IBCE). (n.d.). El mercado de la UE para flores y

follajes. Retrieved June 21, 2019, from https://www.infoagro.com/flores/flores/flores_UE.htm

REDACCION EL TIEMPO. (2000, August 25). ALEMANIA, TODO UN MERCADO POR

CONQUISTAR. Retrieved June 22, 2019, from
https://www.eltiempo.com/archivo/documento/MAM-1292589

PROCOLOMBIA. (n.d.). Oportunidades de Negocio en el Sector Flores y plantas vivas.

Retrieved June 22, 2019, from http://www.procolombia.co/node/1242

LINA MARCELA MOSCOSO RODRIGUEZ. (2012). DIAGNÓSTICO Y ANALISÍS PARA

LA PROPUESTA DE FORMULACIÓN ESTRATÉGICA DE UNA FLORISTERÍA EN
BOGOTA. Retrieved June 22, 2019, from
https://repository.ean.edu.co/bitstream/handle/10882/4125/MoscosoLina2012.pdf?seque

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Yesica Andrea Noriega Rincón