Post on 14-Feb-2016
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Calyx & Corolla Group 7
MARKET EVALUATIONC & 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 incomeo 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 AdsNew 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)
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
Mag Ad• Purpose – promote catalog
sales through targeted magazines
• Lead generation strategy (mailing form at bottom)
• Purchase behavior introduced with catalog choices