Nordic Quality, an example of cooperative marketing in pot plant

Nordic Quality is a new brand that has been created in a unique collaboration between three Danish Schlumbergera producers. The well-known cactus is being presented in a completely new context that challenges its established season, image and application, and sends the ?granny plant? image packing once and for all. The collaboration between Denmark?s three leading Schlumbergera producers, PKM, Rosa Danica and Thoruplund, is unique in that it unites the individual efforts of three competing growers behind the common goal of opening the eyes of modern consumers to the possibilities of this distinctive potted plant. The marketing arguments and actions include to highlight ??Easy Care ? Easy to look after?; ?the change of the name November / December cactus to ?Autumn Cactus?, extending the marketing period; ?Colour Party ? Colour match?. The promotion actions have as goal to market this versatile and colourful cactus under a new, joint, value-laden brand. Nordic Quality autumn cactus is on sale from the week of 30 September onwards, when it will be marketed via flyers, banners, films, etc., in a Europe-wide campaign. The pdf includes the original press release explaining the campaign.