An Analytical Study of Marketing Mix of Cut Flower Producers in Pune District

Abstract

The floriculture industry in India has experienced significant growth in recent years, with cut flowers emerging as one of the key segments. Pune, a district known for its agricultural potential and favorable climate, is an important hub for cut flower production. This paper aims to analyze the marketing mix of cut flower producers in Pune district, focusing on the critical elements of Product, Price, Place, and Promotion (4Ps) that influence their business success. Through a combination of primary research (surveys and interviews) and secondary data, the study evaluates the strategies adopted by flower producers to cater to local, national, and international markets. The findings indicate that while producers leverage the region's climatic advantages and the growing demand for flowers, challenges such as fluctuating prices, seasonal demand, and marketing inefficiencies persist. The paper concludes with recommendations for optimizing the marketing mix to enhance competitiveness and profitability in the floriculture sector.