Ruth Owades INTRODUCING THE FOUNDERS Ann Hayes Lee o Marketing Head - Involved in selection of inventory and pricing o Strategist - Devised the catalog mailing plan Fran Wilson o Creative Head - Created six catalogs per year o Responsible for Oversees merchandising development‚ marketing programs and indirect mail initiatives. o Operations - Created unique yet crucial systems; in charge of customer orders and service and day to day communications with growers‚ systems development
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quality of flowers required‚ and level of service required to cater to the respective market. Calyx & Corolla‚ with its exclusive contracts with thirty quality flower suppliers and delivery with FedEx‚ is uniquely positioned to cater to “flowers for regular décor” segment by providing high levels of quality and service for a customer who plans their purchases in advance. Refer to Exhibit 1. Calyx & Corolla should increase sales in its continuity program by x% over the next x years through
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Calyx & Corolla Case Report Introduction Calyx & Corolla was a new entrant into the $8 billion flower industry in the United States in 1991. Through the use of overnight air freight (Fed Ex)‚ information technology‚ an 800 number‚ and a catalog‚ Calyx & Corolla was able to bypass three layers of distribution and provide fresh flowers directly from growers to consumers. As a result of their efficient distribution system‚ Calyx and Corolla changed the way flowers were distributed to consumers
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Universitat Pompeu Fabra Barcelona School of Management Master of Science in Management CALYX & COROLLA Study Case for Practical Session October – 2012 Background history Calyx & Corolla is a company that sells fresh flowers by mail‚ which was founded in 1988 by Ruth Owades. She had 18 investors who had provided her $2 million in capital to launch the company. By 1990‚ they raised $10 million in sales. The major point of success behind the company was that they have changed the way
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of the Calyx & Corolla formula is that they enhance the delivering speed so that customers get fresher flowers. Also‚ it lowers the cost of delivery from growers to C & C‚ from wholesellers to retailers‚ and from retailers to customers. But there are also problems in the formula. For example‚ it is hard to control the quality of the products. C & C has to monitor the growers and Fed‚ and spend extra money to maintain the high quality of the products. 2. Calyx & Corolla has been
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AGRI-BUSINESS MANAGEMENT ASSIGNMENT I CASE ANALYSIS CALYX AND COROLLA Submitted to: Submitted by INSTITUTE OF RURAL MANAGEMENT ANAND INTRODUCTION Calyx and Corolla (C&C) is a company started by a entrepreneur‚ Ruth‚ M. Owades in 1988 which delivers flowers to the end customers using the courier service provided by Fed ex. Customers are provided with an option to order fresh flower and bouquets from a four-color catalogue by placing an order to the company‚ which also shows floral
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Calyx Flowers: Managing Profitable Growth This analysis focuses on Calyx Flowers‚ a subsidiary of Vermont Teddy Bear Company. It is a flower delivery service that ships fresh flowers direct from 18 growers in Florida and California. This permits Calyx & Corolla to provide fresher‚ longer-lasting flowers to consumers. This distribution channel gives them an edge over other conventional companies like 1-800-FLOWERS.COM and FTD. This also helps them to sell them at premium with 50% gross margin.
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Decision Mr. Gilbert‚ CEO of the Vermont Teddy Bear Company is going to choose a strategy for Calyx Flowers‚ one of its subsidiaries‚ in order to reach the full financial performance. There are three possible options proposed by marketing team: ‘Increase the number of catalogs’‚ ‘Increase mass-media advertising’ and ‘Increase Internet advertising’ I strongly recommend that Calyx Flowers choose ‘Increase Internet advertising’ option. I believe this option could not only be compatible with the company’s
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is the key actionable reason for the weak performance? The root cause of Calyx’s lower than expected financial performance is lack of proper segmentation. Currently they have divided their marketing between customers‚ recipients‚ and rented lists. They have bypassed value based segmentation and proceeded directly to demographic profile based segmentation by grouping prospects by purchase history and demographics. This categorization is not sufficient in identifying key differences between customers
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Calyx & Corolla 1 2 3 4 7 The Product: Fresh Flowers • May need arrangement‚ especially for weddings and funerals; • Many varieties and combination possibilities. • Highly perishable for both sellers and end users; – Delivery and logistics are particularly challenging. 8 10 FTD’s Channel Customers Florist Customers Florist FTD Florist Florist Customers Florist Florist This channel is useful for flowers sent as gifts remotely. 11 13 C&C Strengths and
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