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
EXPERT
ADVICE
EASIER
ACCESS
“LIVE
LONG..AND
PROSPER”
FAST
DELIVERY
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 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 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:
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
(Data from MRI database Spring 2013, W=Women)
(Total W sample population 121,967)
Mag Ad
•
Purpose – promote catalog sales
through targeted magazines
•
Lead generation strategy (mailing
form at bottom)
•
Purchase behavior introduced with
catalog choices