Calyx & Corolla Group 7. MARKET EVALUATION C & C needs to begin to see a steady profit margin Cut back on everything but catalog marketing (where most.

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Presentation transcript:

Calyx & Corolla Group 7

MARKET EVALUATION C & 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 income o Active buyers that purchase 2-10 times a year, (pg. 105) 85% of these customers: Primary Target: Working women Disposable income Ages StrengthsWeaknesses Quick deliverySmall market share Extensive catalog selectionExtensive marketing expenses OpportunitiesThreats Longevity of plantsStiff competition (FTD) Focus catalog marketingWeak brand image

Brand Image / Magazine Ads New 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) MagazinesAudience (W)Median Age (W)Median HH Income (W) Glamour11, $65,388 Good Housekeeping17, $63,272 Hearst Magazine Gr.116, $62,041 Reader’s Digest14, $55,102 People30, $65,997

Mag Ad Purpose – promote catalog sales through targeted magazines Lead generation strategy (mailing form at bottom) Purchase behavior introduced with catalog choices