Articles
MARKETING ANALYSIS OF SPRAY CARNATIONS: PRODUCT LIFE CYCLE OF THE SPRAY CARNATION (THE PRODUCT) AND OF A SINGLE CULTIVAR (THE BRAND)
Spray carnations, as a product, after penetrating grew at an annual rate of 29%, are expected to stay at the ceiling level for 15 years and, then to decline at a rate of 36%. It is expected that the product PLC’s will end after approximately 39 years, unless a new successful launch of cultivars (brands) would create a newly scaloped PLC, and thus enable the Spray carnations, as a product, to further exist in the market.
For the product’s sub-categories as specified above, the estimates infer shorter PLC’s which have – by definition – lower ceilings.
The general PLC model of a cultivar – a brand – lasts 15–16 years, of which the first 3 are the introduction period followed by 4 years of growth and 4–5 years at the ceiling level, after which comes the declining period until the PLC terminates.
These results, which are the first demonstration for a flower, the Spray carnation, also fit well the experience with other products.
The results of this study are essential for decision making to everyone involved in the flower business: breeders and researchers, nurserymen, growers, marketing managers and economists.