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FIRST PROSPECT OF FLOWER

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EXECUTIVE SUMMARY

Flowers symbolize beauty and serenity. Right from the Garden of Eden down to the green grocers' basket, flowers have been regarded as an embodiment of human taste and aesthesis. Flowers inspire great songs to be composed, great souls to be unfolded and great feelings to be expressed. This unique and unparalleled nature of flowers has given rise to its commercial transaction all over the world and Bangladesh has ventured to enter this expanding export market. In recent years, in Bangladesh, it seems that a revolution is being taking place in the peoples attitude towards flowers. A new outlook is evidenced in the widespread interest shown by the citizens of this nation. On the occasions of marriage, birth and wedding anniversaries or, in fact, on any big functions, presentation using flowers is indispensable. For such and many other purposes, the transactions in the flower market have mushroomed exponentially There are several areas in the city which bear witness to the new interest in flowers. More prominent among them are the Shahbagh, Katabon and High Court Mazar areas. These are regarded as the hub of the city's flower market where business worth thousands of taka is conducted every day. In the past, the area in front of the High Court Mazar was the initial venue of the flower trade. Now it has spread to other specific areas of the city. A little distance away from the Shahbagh road corner, towards the west, lies the Katabon area where the flower shops have clearly outnumbered the flower shops in any other area in the city. The neighborhood around the Mahila Samity theatre in Shiddeshawari, is embellished by the presence of some flower shops. At present, on almost every busy roads and lanes of Dhaka city, a flower outlet or a roadside vendor is a common sight. In view of the marketing prospect, a vast agricultural land could be turned into a flower growing area and the Bangladeshi farmers can easily be in a position to make available any quantum of flowers for export, according to market requirements and to earn a healthy living. Moreover, the weather and the climate of Bangladesh provide best conditions for growing and nurturing top quality of flowers. This is encouraging for both the exporters and the importers to strengthen their contacts and stimulate commercial operations of flowers. On an average the big shops, having spaces to store flowers, sell flowers worth around Tk. 20,000 daily, while the roadside shops vend around Tk. 5,000 per day. Therefore, government should establish few large green houses to produce excellent flower. Security for the traders is necessary to run their

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business smoothly. There should be a section is all commercial bank to give loan for flower business purpose at a low bank rate. All the shop should participate in association, which will make them strong, and unity to fulfill demand when it is necessary.

What is marketing?
Marketing is the process by which companies create value for customers and build strong customer relationships in order to capture value from customers in return. Sellers must search for buyers, identify their need, design good market offerings, set prices for them, promote them and store and deliver them.

Company (Marketer)

Suppliers

Competito rs

Marketing intermediari es

Final Users

The marketing process

The following figure presents a simple five-step model of the marketing process. In the first four steps companies work to understand consumers, create customer value, and build strong customer relationships. In the final step, companies reap the rewards of creating superior customer value.

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Understanding the marketplace and customer needs

We are now discussing some customer and marketplace concepts: a) needs, wants and demands; b) marketing offerings (products, services and experiences); c) value and satisfaction; d) exchanges and relationships; and e) markets.

Customer Needs, Wants and demands

Needs are states of felt deprivation.Wants are the form human needs takes as shaped by culture and individual personality.Demands are human wants that are backed by buying power.

Market Offerings
Customers needs and wants are fulfilled through a market offering. Market offerings are some combinations of products, services, information or experiences offerd to a market to satisfy a need or want. Market offerings include physical products, intangible services e.g. banking , airline, hotel and homerepair services. Market offerings also include experiences such as Walt Disney World, Fantasy Kingdom are experiences.

Customer value and satisfaction

Customer value and customer satisfaction are key building blocks for developing and managing customer relationships. Customers form expectations about the value and satisfaction that various market offerings will deliver and buy accordingly. Satisfied customers buy again and tell others about their good experiences. Dissatisfied customers often switch to competitors and disparage the product to others.

Exchanges and relationships

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Exchange is the act of obtaining a desired object from someone by offering something in return. Marketing consists of actions taken to build and maintain desirable exchange relationships with target audiences involving a product, service, idea or other object.

Markets
A market is the set of actual and potential buyers of a product. Marketing means managing markets to bring about profitable customer relationships.

Designing a customer-driven marketing strategy

To design a winning marketing strategy, the marketing manager must answer two important questions: what customers will we serve and how can we serve these customers best?

Selecting Customers to Serve

The company must decide who it will serve. It does this by dividing the market into segments of customers and selecting which segments it will go after. Thus marketing managers must decide which customers they want target and the level, timing and nature of their demand. Simply put, marketing management is customer management and demand management.

Choosing a Value Proposition

A companys value proposition is the set of benefits or values it promises to deliver to consumers to satisfy their needs. Such value propositions differentiate one brand from another. Companies must

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design strong value propositions that give them the greatest advantage en their target markets.

Marketing Management Orientations

There are five alternative concepts under which organizations design and carry out their marketing strategies: the production, product, and selling, marketing and societal marketing concepts.

The production concept: The product concept holds that

consumers will favor products that are available and highly affordable. Therefore management should focus on improving production and distribution efficiency. This concept is one of the oldest orientations that guide sellers.

The Product Concept: The product concept holds that

consumers will favor products that offer the most in quality, performance and innovative features. Under this concept, marketing strategy focuses on marketing continuous product improvements.

The Selling Concept: Many companies follow the selling

concept, which holds that consumers will not buy enough of the firm products unless it undertakes a large scale selling and promotion effort. The concept is typically practiced with unsought goods-those that buyers do not normally think of buying such as insurance.

The marketing concept: The marketing concept holds that

achieving organizational goals depends on knowing needs and wants of target markets and delivering the desired satisfactions better than competitors do.

The societal Marketing concept: The societal marketing

concept questions whether the pure marketing concept overlooks possible conflicts between consumer short-run wants and consumer long-run welfare. The societal marketing concept holds that marketing strategy should deliver value to customers and societys welfare.

Preparing an Integrated Marketing Plan and Program

The marketer develops an integrated marketing program that will actually deliver the intended value to target customers. It consists of

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the firms marketing mix. The major marketing mix tools are classified into four broad groups, called the four Ps of marketing: product, price, place, and promotion. To deliver on its value proposition, the firm first must create a needsatisfying market offering (product). It must decide how much it will charge for the offer (price) and how it will make the offer available to target consumers (place). Finally, it must communicate with target customers about the offer and persuade them of its merits (promotion).

Building Customer Relationships

The three steps in the marketing process-understanding the marketplace and customers needs, designing a customer-driven marketing strategy, and constructing marketing programs-all lead up to the fourth and most important step: building profitable customer relationships.

Customer Relationship Management

Customer relationship management [CRM] is perhaps the most important concept of modern marketing. More recently, however, customer relationship management has taken on a broader meaning. In this sense customer relationship management is the overall process of building and maintains profitable customer relationship.

Relationship Building Blocks: Customer Value and Satisfaction

The key to lasting customer relationships is to create superior customer value and satisfaction. Satisfied customers are more likely to be loyal customers and to give the company a larger share of their business. Customer value: Attracting and retiming customers can be a difficult task. Customers often face a bewildering array of products and services from which to choose. Customer satisfaction: Customer satisfaction depends on the products perceived performance relative to a buyers expectations.

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If the performance exceeds expectations the customer is highly satisfied or delighted.

Customer Relationship Levels and Tools

Companys can build customer relationships at many levels, depending on the nature of the target market. At one extreme, a company with many low-margin customers may seek to develop basic relationships with them. For example Tide consumers to get to know them personally.

Relating with More Carefully Selected Customers

Few firms today still practice true mass marketing-selling in a standardized way to any customers who come along. Today most marketers realize that they dont want relationships with every customer. For example ING DIRECT selects accounts differently. It seeks relationships with customers who dont need a want expensive pampering while firing those who do.

Relating for the Long Term

Just as companies are being more selective about which customers they choose to serve, they are serving chosen customers in a deeper, more lasting way. Todays companies are going beyond designing strategies to attract new customers and create transactions with them. The new view is that marketing is the science and art of finding, retaining, and growing profitable customers.

Relating Directly
Beyond connecting more deeply with their customers, many companies are also connecting more directly. In fact direct marketing is booming. Consumers can now buy virtually any product without going to a store by telephone, mail-order catalogs, kiosks, and online. Business purchasing agents routinely shop in the Web

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for items ranging firm standard office supplies it high-priced, hightech computer equipment.

Partners inside the company

Traditionally marketers have need charged with understanding customers and representing customer needs to different company departments. The old thinking was that marketing is done only by marketing side

Capturing value from customers

The four steps in the marketing process involve building customer relationship by creating and delivering superior customer value. The final step is capturing value in return, in the form of current and future sales, market share, and profits. By creating superior customer value, the firm creates highly satisfied customer who stay loyal and buy more which give greater long run return for the firm.

The four steps given below:

Creating customer loyalty and retention

Growing share of customer

Building customer equity

Building the right relationship with the right customer

Creating Customer Loyalty And Retention:

Good customer relationship management creates delight which make customer loyal and talk favorably to others about company and its Product. There is big difference among less satisfied, somewhat satisfied and completely satisfied customers. If any customer is not completely satisfied with product his loyalty will decrease. So, the main target of

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customer relationship management is to create not just customer satisfaction, but customer delight. Firms or company know that losing a customer means losing more than a single sale. By this the entire stream of purchase that the customer would make an over a lifetime of patronage. Though company can lose money on a specific transaction but get great benefit from a long term relationship. So customer delight creates an emotional relationship with a rational preference which we can get by building strong customer relationship. Growing share of customer: to increase the share of customer is a main goal of every organization. Every firm wants to be a market leader by capturing most of the market share and retaining good customers. To offer greater variety to current customers by providing training their employees, to cross sale and up sell in order to market more products and services to existing customer.

Building customer equity:

Only after acquiring the customers, the dusty of the organization are not completed they need to keep and grow them as well. Creating profitable customers are not the only target of organization, but to own them for life, capture their customer lifetime value, and earn a greater share of their purchase. The ultimate aim of customer equity is the total combined customer lifetime values of all of the companys customers .customer equity may be a better measure of a firms performance because the more loyal the firms profitable customers, the higher the firms customer equity.

Building the right relationship with the right customer:

Every company should manage customer equity carefully, because the entire customer are not same important for organization .not all customer, not even all loyal customers, are good investments. Surprisingly some loyal customers can be unprofitable and some disloyal customer can be profitable. A company can classify customer according to their potential profitability and manage its relationship with them accordingly.

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SECOND PROSPECT OF FLOWER

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Flowers of Bangladesh

A thing of beauty is joy forever. And a flower is a symbol of beauty and purity. Its sweet smell attracts one to all. There is hardly any person who does not love flower. Its sweetness and softness charms everyone, provides a fresh touch in everyone heart. We all love flowers for their beauty and sweet scent. Its a symbol of love and respect to us. As poet writes Jodi jote ekti paisa khaddo kino khudar lagi Jodi jote duti paisa phool kino hey onuragi Our country is a land of flowers. Many flowers bloom all year round. They differ in colour, size and shape. Rose is the most popular among all the flowers. Its called the queen of flowers. Colorful flowers are blown in the spring. Krishnochura, Palash, Shimul are well known for spring. The Sheuli is called the queen of autumn. The Rajanigandha, Bokul, Gandharaj and Jui are called the flowers of night. They all are very common and popular in our country. Flowers have a great demand to all of us. Decorating houses, Ceremonial places without flowers cannot go think off. The demand for flower is rising day by day. As the demand rising, people throw their concern for cultivating flowers. To deliver flower to all sort of people living at different places in our country, businessman starts the marketing process of flowers. This business is increasing and has a great demand also. In our Dhaka city, the number one flower market is at Shaghbag. They sell local as well a foreign flowers. They take orders for decoration also. Other places such as Dhanmondi, Uttara, Bailyroad are also popular for flower business activities. Ferns N Petal, Roses N Petal are popular outlets for flower business. They sell all sort foreign flowers in the city. Flowers are closely related to our heart. We, the Banagalies use flowers in all our festivals. Girls and women use flowers as a symbol of beauty. At Pahela baishakh they use flower as a beauty element on their head. Flower garland are very much popular to them. We give flowers to our close ones as a pure gift from heart. Flowers are considered the most beautiful object in the world. So, flower marketing has a sunny path in our business arena.

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Flower Market In Dhaka City

Flowers symbolize beauty and serenity. Right from
the Garden of Eden down to the green grocers' basket, flowers have been regarded as an embodiment of human taste and aesthesis. Flowers inspire great songs to be composed, great souls to be unfolded and great feelings to be expressed. This unique and unparalleled nature of flowers has given rise to its commercial transaction all over the world and Bangladesh has ventured to enter this expanding export market. In recent years, in Bangladesh, it seems that a revolution is being taking place in the peoples attitude towards flowers. A new outlook is evidenced in the widespread interest shown by the citizens of this nation. On the occasions of marriage, birth and wedding anniversaries or, in fact, on any big functions, presentation using flowers is indispensable. For such and many other purposes, the transactions in the flower market have mushroomed exponentially. There are several areas in the city which bear witness to the new interest in flowers. More prominent among them are the Shahbagh, Katabon and High Court Mazar areas. These are regarded as the hub of the city's flower market where business worth thousands of taka is conducted every day. In the past, the area in front of the High Court Mazar was the initial venue of the flower trade. Now it has spread to other specific areas of the city.

A little distance away from the Shahbagh road corner, towards the west, lies the Katabon area where there are many flower shops. There about 20 flower shops at Katabon. Among them Malancha is most renowned. The neighborhood around the Mahila Samity theatre in Shiddeshawari, is embellished by the presence of some flower shops.

At Dhanmondi area there are several flower outlets. There are both aristocratic and normal flower shops. Among them Ferns N Petals and Rose N Petals are most famous.

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At present, on almost every busy roads and lanes of Dhaka city, a flower outlet or a roadside vendor is a common sight.

Marketing of flower business at Dhanmondi

There are many flower shops at Dhanmondi. It is not possible for us to work with all shops. So we have selected one flower shop naming Ferns N Petals. It is the most renowned flower shop at Dhanmondi, that why we have selected it.

INTRODUCING FERNS N PETALS

A flower a day makes the problem go away. Everybody gives flowers. Everybody gets flowers. Ferns N petal, a renowned flower shop in Dhaka City, paves the way of getting flowers. It was established at Dhanmondi in 2003.In a country like Bangladesh, a shop like Ferns N petal, which sells mostly foreign flowers is difficult to start and continue in 2003. The reason, behind this, is the high price of the flower. But the effort to sell the flowers in low price helps the business to continue and gain a market demand. Because of the market demand it was established its new branch at Gulshan in Dhaka city. Most of its products are imported from china and Thailand. It has its own agent who imports flowers by plane. In Dhaka city it is the only shop which sells these kinds of flowers. In different occasions Ferns N petal also provides the service to decorate the house in different occasion. Now a days it is a familiar name which gives quality service to decorate with flowers.

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Marketing Process of Ferns N Petal

Customers and Markets:

It has various kinds of customers. Its main customers are high class corporate and govt. employees and businessmen. Most of its customers are male but females are also their customers.

Customer Needs, Wants and demands

Needs: Customer needs are needs for flower. Wants: Wants are needs of different flowers and products in different occasions that are shaped by individual personality. For Example: a person needs one kind of flowers in birthday, another type of flower in marriage ceremony. Someone likes rose, someone likes tulip. Demands: Demands are wants for different types of flowers that are backed by purchasing power.

Market offerings and products:

Its products are Hand Bouquet, Basket of flowers, Different gift items and showpieces; lose flowers. It sells different kinds of flowers. All of its flowers are brought from abroad. It sells rose, carnation, lily, Gravari, tulip and different kinds of orchids etc.

System of selling:
Ferns N Petals sells products at fixed price. There is no option of bargaining.

Occasions on which selling booms:

There are some occasions on which their sales boom. These are two Eids, 31st night, Pahela Boishakh, Valentines Day, Xmas day and 21st February.

Special offers in various occasions:

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They give no special offer in various occasions like Eid Day, 21 st February, Valentines Day, 31st night and Xmas day.

Services given by it:

Besides selling product it also renders some special services for its customers. It decorates house on special occasions like wedding day, birthday and other ceremonies. It also garnishes cars on occasion of marriage.

Suppliers of Ferns N Petals:

Ferns N Petals doesnt buy any product from domestic market. It imports all kinds of flowers from abroad. Most of its products are brought from China and Thailand.

Relation with suppliers:

It has a good relation with suppliers. As it is direct importer of its products it has a direct contact with suppliers. It regularly contacts about products. Suppliers send products by parcel service once a week.

Emphasis on product quality or price:

Price is the main aspect of a product. It must be considered before buying and displaying a product. But price is not the main subject of thinking for Ferns N Petals. It mostly emphasizes on product quality before buying products. As most of its customers are from higher class they consider product quality first then price. So it has to buy and display quality products and best products. As a result price of its products is relatively high than the price of products in other shops in Dhaka City.

Strategy followed to retain customers:

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Customer is the life of a business firm. Every organization follows some strategies to retain its customers. Ferns N Petals also follows some approaches to retain customers. Its main strategy to retain customers is its quality of products. It sells high quality products. Another strategy is good pricing. Amiable behavior of its employees is also another strategy retaining customers.

Special offers given to increase sales:

It gives special offers to its customers. It gives one rose for free if anyone buys 20 roses. It provides special packaging for products sold. It sometimes gives discount offer to increase sales. No other offers are given by it to increase sales.

Emphasize on customer satisfaction:

Customer satisfaction is very necessary for the success of a business firm. Customer satisfaction has a great value to a firm. Realizing this Ferns N Petals greatly emphasizes on customer satisfaction. Besides its own profit it keeps an eye on the satisfaction of customers. It satisfies customers by providing good quality product and services. It also provides services at any time of the day at any place in the Dhaka City. It never cheats with its customers in counting products or giving spoiled flowers into good ones. We can measure the result of its efforts to satisfy customers by seeing the sales volume of it. Its sales volume is 5000 to 15000 per day. It has a service income of Tk.50000 per month.

Marketing Promotion:
Promotion stands for the various activities the company undertakes to communicate its products merits and to persuade target customers to buy them. Marketing promotion consists of the activities (e.g. advertising, sales promotion, public relations, personal selling and direct marketing) that the company uses to persuasively communicate customer value and build customer relationships.

Ferns N Petals does not use all this promotion tools. It gives advertisement only when it opens new branch. It gives advertisement by

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means of wall-writing and poster. Its main marketing promotion tool is personal selling. Personal selling is personal presentation by the firms sales force for the purpose of making sales and building customer relationships.

Prices of Products:
Ferns N Petals determines different prices for its different products. Prices of its different products are given below.
Name of product Rose Carnation Lily Gladiolus Tulip Orchids Hand Bouquet Basket of flowers Price Tk.30-Tk.50 Tk.30 Tk.50-Tk.150 Tk.20 Tk.5 Tk.20-Tk.100 Tk.100-Tk.1000 Tk.200-Tk.2000

Plan for expansion:

Every business organization needs to expand its activities for growth. Ferns N Petals has also some plans for expansion and growth. It has already opened its one branch at Gulshion. It has opened two braches at Dhanmondi. It has a plan to open another branch at Uttara.

Sales Volume:
Sales are the result of companys activities for creating superior customer value. By taking initiatives for marketing promotion and building relationships with customers it milks its sales. Its sales volume is 5000 to 15000 per day. It has a service income of Tk.50000 per month.

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THIRD PROSPECT OF FLOWER

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SHAHBAGH FLOWER MARKET

Shahabag flower market is the biggest flower market at Dhaka city. About 40 shoppers are conducting their flower business in this market. They collect flowers by buying from different local areas ( Savar, Gazipur, Narayongonj, Jessore, etc.) and some shoppers collect flowers by importing from different countries. Various types of flowers (including local and foreign) are sold in this market such as rose, rojoni gondha, gondha raj, marigold, china bell, Bokul, dolon chapa, kathal chapa, carnation, belly, lily, cosmos, Jervera, rongon, gladiolus, orchid. They also sell bouquet and garland of flower.

Some shopper sell at some sell at bargaining price that means if you want to buy flowers you have to bargain with them for a reasonable price. Comparing with other seasons in winter season they sell more flowers. Specially, they sell more flowers on some special occasions like wedding ceremony, wedding anniversary, birthday party, political occasion and other ceremonies. Shahbagh flower market is controlled by a Co-operative society named Shahbagh Bat Tala Chinnomul Ful Babasae Bohumukhi Samabay Samiti.

Generally a shopper sells tk.5000 to tk. 20000 per day but there are some special days like Chand Raats, Pahela Baishakh, 21st February, 16th December, Valentines day, Friendship day, such days their daily sells become almost double. They also provide home service facility, decorating houses or rooms and decorating car. For such service they charge from tk. 1000 to tk. 10000 depending on the nature and time.

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Marketing of Flower business at Shahbagh

We know that, Shahbagh intersection is the largest flower market in Dhaka City. There many flower shops at Shahbagh area. Most of the shops at Shahbagh follow same marketing procedure for their business. So we have selected one flower shop as representative of others. At below we are introducing the flower shop and then describing the marketing procedures followed by it.

Introduction To Ahona Fulkutir

Ahona Fulkutir is one of the renowned flower shops in Shahbagh. It is an old flower shop. Mr. Habibur Rahman, an energetic and promising person, took initiatives to establish a flower shop observing increasing demand of flower. He established the floral business in 1992. Ahona Fulkutir has no branch.

Marketing Process Of Ahona Fulkutir

Ahona Fulkutir does not follow any bookish and conventional marketing strategies. But here we have tried to match its marketing procedures with our bookish procedure. Marketing procedures followed by it are described below.

Customers and Market:

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We know a market is the set of actual and potential buyers of a product. People from all classes are customers of it. A person who needs flower and come to buy flower in Shahbagh is a customer of it. He may be a businessman or a professional or a day laborer. Flowers are purchased for different occasions. People buy flowers for their wedding ceremony because flower is the most desirable item in a wedding ceremony. People purchase flowers for decorating cars, houses, beds used in a wedding ceremony. Besides, flowers are also purchased for birthday ceremony, political execution and for other occasion.

Customer Needs, Wants and demands

Needs: Customer needs are needs for flower. Wants: Wants are needs of different flowers and products in different occasions that are shaped by individual personality. For Example: a person needs one kind of flowers in birthday, another type of flower in marriage ceremony. Someone likes rose, someone likes tulip. Demands: Demands are wants for different types of flowers that are backed by purchasing power.

Market offerings and products:

Different types of floral products are available at Ahona Fulkutir e.g. Hand Bouquet, Basket of flowers, garland, lose flowers. It sells different kinds of flowers. It collects most of its products from local market. It also imports flower from India, China and Thailand. It sells gondha raj, marigold, china bell, Bokul, dolon chapa, kathal chapa, carnation, belly, lily, cosmos,

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Jervera, rongon, gladiolus , marigold, tuberose, rose, tulip and different types of orchids etc.

Process of selling:
Flowers are sold here through bargaining process that means if you want to buy flowers you have to bargain with them for a reasonable price. Through this process it finds potential customers and customers finds potential seller for their own convenience.

Occasions on which selling booms:

Flowers are sold more on some special occasions. Flowers are sold more on Eid days, Pahela Baishakh, 21st February, Valentines Day and Friendship Day. In winter seasons flowers are sold more because in winter seasons different types of programs are held more than that of other season.

Home service by this shop:

The shop also provides home service facility. It means decorating houses or rooms. It also garnishes the car of bridegroom. Its service charge costs from tk. 1000 to tk. 10000 depending on the nature and time.

Suppliers of Ahona Fulkutir:

Ahona Fulkutir purchases most of its products from domestic market. It purchases flowers from Savar, Gazipur, Jessore and Narayongonj. It also imports some flowers from abroad. Most of its imported flowers are brought from India, China and Thailand.

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Relation with suppliers:

It has a good relation with suppliers. As it directly buys products from it has a good relationship with suppliers. It regularly contacts with suppliers in abroad.

Emphasis on product quality or price:

Price is the main aspect of a product. It must be considered before buying and displaying a product. But price is not the only aspect of thinking for Ahona Fulkutir. It emphasizes on product quality as well as price before buying products. As its customers are from different class it has to keep products of different price level.

Strategy followed to retain customers:

Customer is the life of a business firm. Every organization follows some strategies to retain its customers. Ahona Fulkutir also follows some approaches to retain customers. Its main strategy to retain customers is its quality of products and services. Another strategy is low pricing. Prices of its products are lower than any other shop in this area. Amiable behavior of its employees is also another strategy retaining customers.

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Emphasize on customer satisfaction:
Customer satisfaction is very necessary for the success of a business firm. Customer satisfaction has a great value to a firm. Realizing this Ahona Fulkutir greatly emphasizes on customer satisfaction. Besides its own profit it keeps an eye on the satisfaction of customers. It satisfies customers by providing good quality products at a low price. It also satisfies customers by providing good quality product and services. It provides services at any time of the day at any place in the Dhaka City. It never cheats with its customers in counting products or giving spoiled flowers into good ones.

Marketing Promotion:
Promotion stands for the various activities the company undertakes to communicate its products merits and to persuade target customers to buy them. Marketing promotion consists of the activities (e.g. advertising, sales promotion, public relations, personal selling and direct marketing) that the company uses to persuasively communicate customer value and build customer relationships. Ahona Fulkutir does not use all this promotion tools. It does not give any advertisement. Its main marketing promotion tool is personal selling.

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Personal selling is personal presentation by the firms sales force for the purpose of making sales and building customer relationships.

Prices of Products:
Prices of different products of Ahona Fulkutir are given in the following table.

Name of Product Rose Rajanigondha (Tuberose) Gondhoraj Carnation Tulip

Price/Piece. Tk.3-TK.5 Tk.3 Tk.5 Tk.10 Tk.5

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Orchid Dolon-Chapa Jervera Lily Marigold garland Belly Garland Rajanigondha Garland Hand Bouquet Flower Basket Tk.10-Tk.20 Tk.5 Tk.5 Tk.10-Tk.30 Tk.5-Tk.15 Tk.5 Tk.5 Tk.50-Tk.500 Tk.100-Tk.700

These are the price of readymade products. You can order as your necessity at higher price.

Plan for expansion:

Every business organization needs to expand its activities for growth. Ferns N Petals has also a plan for expansion and growth. It has a plan to open another branch at Shahbagh.

Sales Volume:
Sales are the result of firms activities for creating superior customer value. By taking initiatives for marketing promotion and building relationships with customers it milks its sales. Its sales volume is 3000 to 10000 per day. It has a service income of Tk.30000 per month.

FOURTH PROSPECT OF FLOWER

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Online flower business in Dhaka City

Nowadays flower business severs its boarder of traditional buying products from suppliers and selling products to customers whoever come in the shop. Dhaka City has already got the experience of flower business in online. This is a new aspect of floral business in Dhaka City. There are three online flower outlets in Dhaka City. One is Dhaka Flower, another is Bangladesh Gift Center and the other is Gifts With Love.com. They supply floral products in any area of Dhaka City. You can order in online at any time from any place of the Dhaka City. You can customize your demand or order from the bundle of products.

The price of products in these online outlets is relatively high, because they provide you ordered items at any time. The decoration of floral products like hand bouquets, garland is exclusive. So they charge you accordingly. The prices of these products range from $5 to $100. Most of the customers of these outlets are foreigners.

These new aspect of floral business has unveiled a new horizon for flower business. Other flower shoppers can follow this new strategy of flower business. They can market their products through online. It can be their new marketing strategy. This will increase their sales volume and profit. You can reach to them through their websites. Their websites are. Dhakaflower.com, giftswithlove.com bangladeshgiftcenter.com and

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CONCLUSION
A flower a day makes the problem go away. Everybody gives flowers. Everybody gets flowers. Nobody is branding flowers. Criminal! Here are three very important facts about Flower Branding In

Bangladesh
In occasions people give a bunch of flowers - not just one, wrapped in some paper, plastic or other form of packaging. And where there is packaging, there is scope for branding. Why not a distinct colored package (Like Tiffany does with their diamonds), that will stand out and immediately anyone will recognize that it is from that Brand? When people receive beautifully packaged flower, they dont throw away the package - rather they keep it as it is. So - long term visibility of your flower brand. Flower is the universal symbol of love. So any flower company can broaden their scope from being in the flower business to being in the love business and most importantly - DEMAND A PRICE PREMIUM.

Organizations that can benefit from this idea We have flower stores like FERNS N PETALS in our country, but they are hardly into branding. Is there any difference from a FERNS N PETALS

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flower than any other flower? There could have been - if they had branded themselves. The same applies for any aspiring flower business in the country.

OTHERS:

Marketing policy needed to be changed In different occasions flower shops also can give some offer as promotion. Structural development is needed.

BIBLIOGRAPHY

Sales assistant of ferns N petal at Dhanmondi. Zahangir hossain apon ,director of Adarsha flower shop in Shahbagh. Md. Monir hossain mukul , owner of fresh flower shop in Shahbagh. Websites , Dhakaflower.com, bangladeshgiftcenter.com and giftswithlove.com Md. Habibur Rahman, Proprietor of Ahona Fulkutir.

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2008
Principles of Marketing, Philip Kotler and Gary Armstrong.

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