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Calyx & Corolla
Essay specific features
Written by:
Earlene H
Date added:
October 12, 2014
Level:
University
Grade:
A
No of pages / words:
2 / 351
Was viewed:
2208 times
Rating of current essay:
Essay content:
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...
displayed 300 characters
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the traditional FTD retail shop. Calyx & Corolla also targets a more planned purchase, whether from an individual or company account. Although positioned to be affordable, the extra care and service for the product and customer does reinforce the slightly higher prices versus the retail shop.
Calyx & Corolla will continue to target its traditional customer, the slightly affluent, age 30-55 female, but from the Flower Industry Market Map, Calyx & Corolla's strategic positioning is well placed to reach the following NEW target markets:
Proactive Males Slightly more affluent, active males comfortable with scheduling, but time pressed to order flowers...
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