Calyx & Corolla

Calyx & CorollaThe Fresh Flower Industry in USA, prior to Calyx and Corolla$9B business in United States, growth rate of 7.7% since 1985.Calyx and Corolla, what separated it from othersDirect involvement with Growers. Greater compensation to growers as they doubled up as retailers.Delivery time of 2-3 days as compared to 1-2 weeks of FTD, following cutting.Closer relationship with FedEx enabled over-night delivery for perishable flowers. United parcel service with FedEx for non-perishable flowers.Friendly and effective customer service Customers and CommunicationCatalogs, which contributed for 70% of revenues, defined as per seasonal variations, including continuity programs. 85% of Active Buyers, were women, age ranging from 30 to 55. Special care to Corporate Clients, for use in reception, conference rooms, incentive program etc. Promotional tie-in with BloomingdalesTo help promote selection of vases on Mothers day offering 5 dendrobium orchids for free.Full Page Ad in The New Yorker at Bloomingdales expanse.Promotional tie-in with SmithKline Beecham$10 discount coupons given to store employees Newspaper freestanding coupons - $5 w/o purchase of Contac and 2*$10 with proof of purchase of ContacUltimate PositioningBased upon past experience, ~12.5% of audience are potential Active Buyers 43.2% population falls into high income buyers rangeHigher advertisement cost can be compensated by compact supply chain. Good relationship with FedEx will enable them timely delivery in peak holiday durations.