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Calyx & Corolla

Calyx & Corolla. Mar – 5805 Problems and Methods in Marketing Management HBS Case# 9-592-035 EMBA 11 - Team 7. Who are Calyx and Corolla's main competitors?. Conventional Gift Retailers, Online Gift Retailers Conventional and Online Florist, Supermarket Chains

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Calyx & Corolla

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  1. Calyx & Corolla Mar – 5805 Problems and Methods in Marketing Management HBS Case# 9-592-035 EMBA 11 - Team 7

  2. Who are Calyx and Corolla's main competitors? • Conventional Gift Retailers, Online Gift Retailers • Conventional and Online Florist, Supermarket Chains • Other Direct Marketing startups (Stillwater, Floral Gift Express)

  3. How should Calyx and Corolla be positioned vis-a-vis the competition? Leverage • Direct Marketing • Efficient Distribution • Superior Pricing Deliver • Exceed competition quality and service • Reliable freshness • Meet consumer demands

  4. Whom should Calyx and Corolla target? • Traditional brick and mortar customers • Online/Telephonic customers • Holiday customer market • Year round floral consumer market • Corporate Customers • Specific target markets

  5. How does Calyx and Corolla fare in terms of sustainable competitive advantage? Pro’s • Resource relationship path dependency • Brand/Reputation • Pricing Con’s • Complex and fragile system • Easily copied • Skills Maintenance • Variety challenges

  6. How should Calyx and Corolla grow? Current Customers • Related Products • Parallel Products • Continuity Programs New Customers • Targeted Marketing • Unrelated Products

  7. How fast does Calyx and Corolla need to grow? Summary P&L Statement (000) • Market Penetration • Name Recognition • Sustain projected growth • Improve operational efficiencies • Sales and Marketing cost

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