Ferns N Petals Brand Analysis

Ferns n petals Brand Analysis:-

It’s because feelings need a language! No language could be better than a language of flowers…Vikas gutgutia, MD, Ferns and petals.

And there we say, in the realm of human emotions, flowers make business sense like nobody’s business. But in a largely unorganized market like India, where does an organized player like ferns and petals stand? Indeed, feelings and emotions are priceless. But flowers carry are priceless, but flowers carry a pricetag,don’t they? And considering frugal Indian mentality, they could very easily ignore a value preposition provided by fernsnpetals in favors of the lower prices offered by the unorganized industry in India..

Given these basic realities, Ferns and petals growth is definitely a phenomenon. From a nondescript florist shop I New Delhi’s south extension in 1994, FNP has been able to successfully transform itself into a brand that’s recognized across the country.

Vikaas hailed from a small town called vidyasagar on eh Bihar-Bengal border. He used to often see his grandfather travel supply flowers to retailers in kolkata.However, Vikaas had bigger plans.The story dated back to 1994 when vikaaas came to Delhi to meet his girlfriend and found it really tough to gift her good quality flowers, thanks to a debilitating demand-supply7 equation in those days! 

He immediately realized that there was an ominous need for a florist in Delhi who can maintain the quality and essence of the flowers. He then decided to establish Delhi’s first air-conditioned flower boutique by the name of ferns “n”petals.It all began as a small outlet in greater kailash. I and then soon established in Aurobindo market. An today, FNP boasts of around 95 put let’s spread across 25 citiese.Today the company is worth Rs. 1 billion in terms of turnover and sees an average 60% y-o-y growth rate. 

According to vikaas, Franchising was the only option to build and grow the chain and the model worked well for the company. Today, thanks to their unique brand equity, they have a high profile client list consisting of famous industrialist. Fashion designers, politicians, filmstars, etc.
The service extends to the level where the flowers are delivered to their clients in air-condition vans with a woman as the delivery person accompanied with a guitarist to play music depending on the occasion. FnP Flori also deals in designer trousseau packaging, designer wedding/party decoration and other elite services.
In addition to FNp outlets, they have a network of 65 strategic alliances in India for national deliveries and 156 vendor partners outside of India for international deliveries. Although FnP’s online site is well talked about ,it interestingly contributes just about 10% of their online business to touch a figure of rs.160 million by 2010.Fnp has developed exclusive tie –ups for their clients and in the remaining 144 countries. they have aggregator tie-ups, who provided them with services. 

For gifts and merchandise, they depend on china, Thailand, and Hong Kong both to save costs and to have a wide, exclusive and rich variety.

Going further with their focus on differentiation and creativity,FNp recently tie up with TATA sky .This enables any tata sky customers to order flowers  from the comforts of their drawing rooms.

Pawan believes that as long as they can control their expenditure and rentals, flowers will fetch decent profits. FnP has been successfully able to negotiate good prices with growers and have annual contact with these horticulture professions. This strategy helps them control costs. This also enables FnP to make Rs. 6 profit per flower sold at Rs. 10 in the market.Fnp is also providing delivery of flowerrs and gifts within 2 hours to your home, this things is reallyexpand their business.
Considering how they have grown and looking at the confidence in their expansion initiatives, one would agree that FNp Is successfully converting a number of upwardly mobile Indians to take up its services. But to remain relevant in non-peak seasons and to more mass market customers, they have to aggressively target customers through a sales and marketing blitzkrieg.


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