-expand target customer base beyond upscale women to the broader umbrella of upscale. Proposed changes to Tactics: Re-brand Calyx to an offering that is more in line with the descriptive naming conventions of the rest of the Vermont Teddy Bear Company offering. Build that brand through mass communication that clearly identifies the value proposition of fresher, longer-lasting flowers. Create incentives (percentages off, free vase, free delivery) that drive consumers to consider and choose Calyx at the time of flower purchase.
-alter communications (ie cease catalogs to flower recipients and demographic lists)
-improve service to better serve our target customer/differentiate ourselves
Rationale: Calyx can direct their current catalogue funds to build brand awareness through mass marketing and to use for pricing incentives. These tactics will make Calyx a contender in the decision of what kind of flowers to purchase, while their value proposition will make them the right fit for the more discerning buyer. Conclusion: Calyx can build brand awareness through mass marketing that will present