Calyx And Corolla
Calyx & Corolla
Marketing Case Study
Background
Calyx & Corolla has pioneered the use of express shipping to deliver a highly perishable and fragile product. Through effective marketing and high level of service (both to the customer and with the product), the company has positioned itself as an affordable alternative to the traditional wire service (FTD) and local flower shop. However, the competition is well entrenched, as are the habits of the traditional consumer, who do not necessarily equate ordering flowers with the traditional dry goods /clothing catalog channel.
Positioning / Targeting / Product Differentiation
Calyx & Corolla has positioned themselves as a slightly upscale provider of flowers vs. the traditional FTD retail
Marketing Case Study
Background
Calyx & Corolla has pioneered the use of express shipping to deliver a highly perishable and fragile product. Through effective marketing and high level of service (both to the customer and with the product), the company has positioned itself as an affordable alternative to the traditional wire service (FTD) and local flower shop. However, the competition is well entrenched, as are the habits of the traditional consumer, who do not necessarily equate ordering flowers with the traditional dry goods /clothing catalog channel.
Positioning / Targeting / Product Differentiation
Calyx & Corolla has positioned themselves as a slightly upscale provider of flowers vs. the traditional FTD retail