[Dumen Orange Japan Co., Ltd.]
Rebranding of Dumen orange “Kalanchoe” premium brand “Karandiva” and announcing new marketing strategy in the Japanese market
*Dumen Orange Japan Co., Ltd.*
Press release: September 17, 2024
**
Rebranding of Dumen orange “Kalanchoe” premium brand “Karandiva” and announcing new marketing strategy in the Japanese market
Karandiva key visual that is common globally
Dumen Orange Co., Ltd. (Japanese branch: Hamamatsu City, Shizuoka Prefecture, Representative Director: Tetsuya Ohara), a global flower seed breeding company, has created a popular brand of “Kalanchoe”, a type of succulent, “Karandiva”. We will rebrand and announce a new marketing strategy to expand our share in the domestic market. This initiative aims to increase the value of Kalanchoe in the domestic market, and is the first initiative led by Dumen Orange Japan.
As the first step in the rebranding, Dumen Orange will exhibit at Flower Trial Japan 2024 Autumn, which will be held in Chino City, Nagano Prefecture from Tuesday, September 24, 2024 to Thursday, September 26, 2024. , we will introduce the charm of Karandiva. At the exhibition booth, we will use original promotional materials to once again emphasize Karandiva’s brand image.
Double-flowered type of Karandiva
Kalanchoe is a type of succulent plant that is durable, easy to grow, and easy to maintain, making it possible to meet a variety of consumer needs, making it an item with the potential to gain a new market position. They come in a wide variety of colors, and the company alone has over 50 varieties in stock.
“Unfortunately, the production volume of Kalanchoe is decreasing year by year, and the current situation is that its appeal is not fully conveyed to consumers. We would like to increase the market value of Kalanchoe by getting the people to know about it.”
(*Comment from Marketing Manager Mayuko Mito)*
Furthermore, in the first year of the rebranding, we will provide a limited number of 2-piece gift boxes free of charge as a promotional tool to retailers who carry Calandiva in their stores. By directly handling the branding, Dumen Orange will further improve Karandiva’s recognition and work to create a new image.
promotional gift box
Original sleeve/green
Original sleeve/pink
Unified variety label
“Disco Dip” is a single-flowered flower that allows you to enjoy multiple flower colors in one pot.
Double flower type “Weaver” x “Newton”
Double flower type “Seron”
In addition, Dumen Orange will not only focus on Kalanchoe, but also announce that it will focus on the following two areas and aim to expand its share of flower bed and pot seedlings in Japan.
*Brand Rebuild*
Leveraging our strengths as a global company headquartered in the Netherlands, we will introduce brand concepts of items and varieties that are popular around the world to Japan and convey their appeal to consumers.
*Strengthening retail support*
We will develop promotional materials that will naturally attract consumers and lead to the creation of a sales floor where customers can casually enjoy flower shopping with a more fashion-like feel. We will strengthen collaboration with retail partners and focus on support for in-store campaigns, etc.
* “Flower Trial Japan 2024 Autumn” exhibition information *
Period: September 24th (Tuesday) to September 26th (Thursday), 2024 Venue: Chino City, Nagano Prefecture
How to enter: This is an event for companies. The general public is not allowed to enter.
How to make a reservation: Please contact the management office.
Dumen Orange Japan Co., Ltd.
-Company Profile-
Established on November 1, 2001
location
432-8031
2F Kurokaneya Building, 60 Hirata-cho, Chuo-ku, Hamamatsu City, Shizuoka Prefecture
Representative Director: Tetsuya Obara
Director Hugo Noordhoek Hegt Dümmen Orange Supervisory Board Director Qin Zhou Dümmen Orange APAC Commercial Manager
Capital 30 million yen
Main business items
Seeds and seedlings: carnations, chrysanthemums, gerberas, pot carnations, flowerbed seedlings, potted plant seedlings, tropical plants, succulents, bulbs, and other flower production materials.