Calyx & Corolla

Calyx & Corolla Group 7

MARKET EVALUATIONC & C needs to begin to see a steady profit margin

•Cut back on everything but catalog marketing (where most revenue is derived)•Build off catalog media, with memorable tagline & magazine ads

the ENVIRONMENT

EASIER ACCESS

FAST DELIVERY

“LIVE LONG..AND PROSPER”

EXPERT ADVICE

PERSONALIZED

TARGET MARKET• Focus marketing strategy on Home Decor

• Focus on continuity programs that bring in steady incomeo Active buyers that purchase 2-10 times a year, (pg. 105) 85% of these

customers:

Primary Target: Working women

• Disposable income

• Ages 30-55

Strengths Weaknesses

Quick delivery Small market share

Extensive catalog selection Extensive marketing expenses

Opportunities Threats

Longevity of plants Stiff competition (FTD)

Focus catalog marketing Weak brand image

Brand Image / Magazine AdsNew Tagline: C & C – Catalog. Choose. Create.C & C must gain brand awareness (1800FLOWERS does it better)

Use specified magazines to reach more catalog subscribers:

(Data from MRI database Spring 2013, W=Women)

(Total W sample population 121,967)

Magazines Audience (W) Median Age (W) Median HH Income (W)

Glamour 11,050 37.4 $65,388

Good Housekeeping 17,057 55.4 $63,272

Hearst Magazine Gr. 116,550 48.2 $62,041

Reader’s Digest 14,558 54.7 $55,102

People 30,176 44.2 $65,997

Mag Ad• Purpose – promote catalog

sales through targeted magazines

• Lead generation strategy (mailing form at bottom)

• Purchase behavior introduced with catalog choices