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Calyx and Corolla

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Calyx & Corolla

Calyx & Corolla, a brainchild of Ruth Owades, was a phenomenal success owing to an innovative concept involving a direct delivery of plants and flowers from growers to consumers, eliminating all middlemen such as florists, shopping malls and other distributors. While Ruth Owades’ model has worked beautifully, it is imperative to adopt new approaches to building and leading organizations to be in-sync with changing times and stay competitive.
Calyx & Corolla’s year-long test advertising campaign should ideally spread out advertisements throughout the year; during non-holiday seasons as well as the peak holiday seasons. It is recommended that the campaign kicks-off with an approaching holiday because this is the time when people look for promotional offers, discounts etc. This is the time they start evaluating different deals on offer, and making comparisons. Just before a holiday is a good time for Calyx & Corolla to focus aggressively on advertising. These are the times when sales volumes are high and consequently, the chance of delivering a low quality product is high from less care in mass production. If Calyx & Corolla manages to deliver high quality during holidays, it would gain a lot of credibility among customers and recipients alike. People would always remember how fresh and beautiful the flowers from Calyx & Corolla were. It would have a longer lasting impact on their minds. The following are other recommendations for Calyx & Corolla to successfully grow their business: 1. More Efficient Infrastructure: Calyx & Corolla operates from a 4000 square feet office. This space may be more-than-sufficient during most of the year, but come Valentine’s Day, Mother’s Day or Christmas, there is not enough space. . The peak times for business demand high levels of tireless performance with zero margins for error. Renting additional space during these times will be a good idea so that the organisation does not gasp for basic infrastructure. With potential grown in mind, it may not be a bad idea to even acquire a bigger office where the operations can be headquartered.

2. Yellow Pages Advertising: FTD member shops spend 35% of their advertising costs in Yellow pages. Calyx & Corolla currently advertise in business publications but may miss out on a segment of the market that does not read those publications. Advertising in the Yellow-pages will give them exposure to a broader scope of consumers.

3. Online advertisements: With rising paper costs, using the web to reach out to audiences is highly recommended. For example, in present times Facebook is an important social media tool, very popular among the younger generation. There are a host of advantages of using web based advertising. * It is cost effective * It is much faster than traditional advertisements * It offers much more information than regular paper based advertisements. The online advertisements usually contain a link to the parent website where online viewers can view the entire range of products/services on offer. * The younger generation among web users could be targeted with Mother’s Day and Valentine’s Day approaching because these days attract the highest business volumes for Calyx & Corolla.

4. Target working women: Since most of the clients are working women, holding some kind of workshop among executive women may help Calyx & Corolla to reach out to other employees of their companies. For example, Calyx & Corolla could offer some serious discounts to customers who recommend its brand to colleagues, who in-turn end up ordering from Calyx & Corolla. 5. Product Placement on television: Ruth Owades can, together with FEDEX try and get the name Calyx & Corolla mentioned in a popular TV show such as Desperate Housewives. A character in the show could order some flowers and a scene shows a FEDEX truck delivering Calyx & Corolla flowers. For example, one of the episodes of a popular TV series Seinfield is named The Soup Nazi. This was based on a real-life character who owned a Soup Place in New York City. The Soup Kitchen – the actual place owned by Al Yeganeh became hugely popular.

6. Collaboration: The efforts spent towards rented mailing list names yield very low returns (1% – 2%). It is recommended that Ruth forms some kind of alliance with strategic businesses like Bloomingdale to get more reliable and focused mailing list so that the returns could be improved.
The demands of competing in a complex landscape require leaders to not only adapt, but thrive in ever-changing scenarios. It may not be long before a new competitor emerges from the horizon and betters the services provided by Calyx & Corolla. It is therefore imperative for Ruth Owades to aggressively pursue the marketing campaign and increase the market share.

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