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Calyx & Corolla
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Calyx & Corolla . Group 7 . MARKET EVALUATION. C & 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. PERSONALIZED . EXPERT ADVICE.
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Calyx & Corolla
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Calyx & Corolla Group 7
MARKET EVALUATION C & 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 PERSONALIZED EXPERT ADVICE EASIER ACCESS “LIVE LONG..AND PROSPER” FAST DELIVERY
TARGET MARKET • Focus marketing strategy onHome Decor • Focus on continuity programs that bring in steady income • Active buyers that purchase 2-10 times a year, (pg. 105) 85% of these customers: Primary Target: Working women • Disposable income • Ages 30-55
Brand Image / Magazine Ads New 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)
Mag Ad • Purpose – promote catalog sales through targeted magazines • Lead generation strategy (mailing form at bottom) • Purchase behavior introduced with catalog choices