Strategy and Positioning at Calyx and Corolla

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Strategy and Positioning at Calyx and Corolla

• Kung Chiao
• Ken Otani
• Seema Sangari
• Donald Smith
• James Sun

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Project Goals

• Understand and interpret Calyx Corollas
  marketing plan, in order to provide strong
  recommendations.

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1990 Vital Statistics

• CC
• 2 years old
• 10.3M annual sales
• 255 sales growth
• Unified purchasing
• New model
• Short lead time from grower to consumer.

• Industry
• 9B annual sales
• 7.7 sales growth
• Fragmented, with multi-tier markup
• Traditional model
• Long lead time from grower to consumer.

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Choosing the Value

• We deliver the freshest and finest cut flowers
  directly from growers to customers on any
  specific day.
• Competition
• Retail florists
• Wire services (FTD)
• Grocery store floral department

• Target segments
• Corporate purchasers
• Traditional Presence
• Service Industry
• Existing retail florists customers

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Choosing the Value

• We deliver the freshest and finest cut flowers
  directly from growers to customer on any specific
  day.
• Meaningful
• Provides value that competitors lack.
• Different
• Convenient, fresh-cut flowers, overnight
  delivery.
• Deliverable
• Flower loving employees, FedEx service, and the
  best growers.
• Convincing
• Detailed Satisfaction Guarantee

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Providing the Value

• Risk free transaction
• Exact day delivery service
• Personalized handwritten card
• Flower care card
• 800 plant doctor line
• Streamlined Channel distribution
• Growers?distributors?wholesalers?retail
  florists?consumers
• Growers?consumers
• See value

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Communicating the Value

• Direct Mail catalogues
• Promotions and incentives
• Corporate Gifts
• Press Releases
• Telemarketing
• Joint marketing product tie-ins

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Issues
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Recommendations