Baylor Balloons and Flowers
Background Information
History
 Originally established
on Speight Avenue/11th St.
 Acquired by Kathy Dove in 2000
 Moved to Bagby Ave./4th Street
 Hours: M-F 9 a.m. to p.m.
Sat 9 a.m. to 12 p.m.
Closed Sunday
Scope & Purpose
 Meet unsatisfied niche of student population
 Mission statement: To provide quality, beautiful
floral arrangements to members of the Baylor and
Waco community.
 Also offers other merchandise that complement
floral purchases.
 100% satisfaction guarantee on all floral and gift
items.
Major Products and Services Offered
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Cut flowers
Floral arrangements
Potted plants
Helium latex/Mylar balloons
Gourmet fruit baskets
Plush animals
Candles
Sorority paraphernalia
Chocolate truffles
Delivery service
Retail Establishment Layout
 Main cut flower displays
 Refrigerated cooler
 Merchandise displays
 Payment counter
 Design area
 Consultation area
Managerial Structure
Owner
Student Employees
Delivery
Designers
Customer Environment
Target Markets
 Baylor Students
 Most homogeneous group
 Baylor Faculty
 Parents of Baylor Students
About the Purchase
 Two ways to purchase
 In Store
 Online
 Primary use
 Gifts
 Decoration
Trends
 Internet
 Social Media
Increase interaction with customers
 Easy and free
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Online ordering
Increase retail range
 Customers see products
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Contact With Customers
 Social Media
 Interaction via Facebook
 Daily & Weekly promotions
 CRM
 Gather information from online sales
 In store
Competitive Analysis
Major Competitors
 Other Florists in Waco
 Grocery Stores
 Online Flower Shops
Waco Florists
 Competition based on history and internet
presence
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Baylor Flowers, 35 years
Reeds, 80 years
Croziers, 50 years
Rosetree, 20 years
Bloomingals, 8 years
 Specialized arrangements, typically more
expensive
Grocery Stores
 Simpler, less expensive arrangements that
customers must put together themselves
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HEB
Wal-Mart
Target
 Not always the high quality that can be provided by
a florist
 No internet presence
Online Florists
 Similar arrangement styles and pricing as brick-
and-mortar stores
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1 (800) Flowers
ProFlowers
FTD
TeleFlora
 Allows customers to order anytime and provides an
easy, efficient system
 Cuts down on human error in information input
Market Position
Specialized
Croziers
Bloomingals
Reeds
Rosetree
Baylor Flowers
1 (800) Flowers
ProFlower
s
Expensive
FTD
Inexpensive
HEB
Target
Wal-Mart
Generic
Market Position
 Similarly placed with other
Waco florists and online
ventures
 More expensive than a
supermarket
 Overall position is positively
placed among competitors
External Environment
Economic Stability
 Floral industry as a whole falling by approximately
3.6% yearly for the past 5 years
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Threats by supermarkets and online ventures
Diminishing disposable income due to economic recession
and cutting spending on non-necessities
 Florists cutting prices by up to 70%, creating a
ripple effect on loss of revenue
 Need to keep up with change in technology and
stay price sensitive to stay in operation
Political Issues
 International tariffs with Colombia, who holds 65%
of imported flower market, and Ecuador
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US/Colombia FTA signed April 2011 will phase out tariffs
over next 10 years
 National Floriculture and Nursery Research
Initiative
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$6.25 million per year
Improve product quality and enhance competitiveness
Improve crop production tools
Provide protection against pests and diseases
Promote environmental stewardship
Legal Issues
 National Antitrust laws
 Americans With Disabilities Act
 Taxes & transport fees
Regulatory Issues
 Quarantine 37
 Targets horticulture and livestock that could bring invasive
diseases and pests at port
 Florists must deal with reputable growers to insure they get
the supplies they need
SWOT Analysis
STRENGTHS
- Name
-Location
-Quality
-History
-Sponsor of Baylor Athletics
WEAKNESSES
-Advertising
-Lack of Baylor Directory
-Small Market
-Grandfather Clause
SWOT Analysis
OPPORTUNITIES
-Social Media
-Online Presence
-Unified Appearance
-US/Colombia FTA
THREATS
-Loyalty to Other Florists
-Online Retailers
-Grocery Stores
-Reliance on Disposable Income
Strengths
 Name with “Baylor” in it
 Provides affiliation with school
 Location
 In “Baylor Bubble” furthering
school connection
 Quality
 History
 In business for 35 years with a
solid reputation
 Sponsor of Baylor Athletics
Weaknesses
 Advertising
 No strong, effective advertising campaign to draw in new
customers
 Lack of Baylor Directory
 Hard to target parents with direct mail
 Small Market
 Strong competition from local florists
 Grandfather Clause
 Forced to keep “Balloons” in name which could convey the
idea of lower quality service
Opportunities
 Social Media
 Reach largest target market, students, more successfully
 More options than traditional advertising
 Online Presence
 Unified Appearance
 Current logos not cohesive
 US/Colombia FTA
 Pass tariffs on to customers
Threats
 Loyalty to Other Florists
 Many historical florists in Waco that clients have stronger
loyalties to
 Florals are a relationship business
 Online Retailers
 Pricing and convenience
 Grocery Stores
 Reliance on Disposable Income
 Cannot control economy but can price to continue to attract
customers
Major Marketing Issues
Product Mix
 Wide range of products,
not just flowers
 Website increases variety
of flowers carried
 Offers inexpensive and
highly priced flowers
Advertising
 Difficulty marketing to students and faculty
 Heavy advertising during Homecoming and Parents
Weekend
 Lack of uniformity in advertisements
Research Needed
 Facebook statistics
 Twitter statistics
 Web site statistics
 Market research
Recommended Changes
 Word of mouth campaign by Utilizing Facebook and
Twitter more efficiently
 Reach students and faculty more aggressively
 Create homogeneous advertisements
 Handcuffed by lack of funding
Priority of Issues
Confronting the Company
Company Name
 One of few with “Baylor” in title
 Remove “Balloons”
 Make name simply: “Baylor Flowers”
Technology
 Company website
 Established Facebook
account
 In process of setting up
Twitter account
Action Areas and Solutions
Product Issues
 Products vary all the time
 Need to have staple
products
Pricing Issues
 No set prices
 Based on shipping costs and tariffs
 Be more “student-friendly”
Advertising and Promotion Issues
 No access to Baylor
students’ home addresses
 For online purchases,
suggest e-mail list
 Facebook, Twitter
 The Lariat, Waco TribuneHerald
Specific Promotion and Marketing Strategies
 Facebook
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Increase number of fans
Utilize page to dost daily deals and specials
Post pictures
 Twitter
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Updated more frequently than Facebook
Daily deals
Trivia questions
Retweets
 Lariat
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Advertisement
Coupon Thursday
 Direct e-mail
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Newsletter
Promotions
Reminders
Ad Concepts – New Logo & Print Ad
Ad Concepts - Newsletter
Promotional Strategy for Each Segment
 Social Media
 Students
 Print Media
 Students & Faculty
 Customer Database
 Parents
 New Logo
 All Segments
Goals and Expectations
 Higher in-store traffic
 Larger promotions
 Increase orders by 10% for next year
Questions?