Calyx & Corolla Case Report
Introduction
Calyx & Corolla was a new entrant into the $8 billion flower industry in the United States in 1991. Through the use of overnight air freight (Fed Ex), information technology, an 800 number, and a catalog, Calyx & Corolla was able to bypass three layers of distribution and provide fresh flowers directly from growers to consumers. As a result of their efficient distribution system, Calyx and Corolla changed the way flowers were distributed to consumers.
Strengths and Weaknesses
I. Strengths
A. Good niche and mission. Calyx and Corolla filled a consumer need. Consumers wanted very fresh and long lasting flowers and the company delivered it. Efficient distribution was the key to flower
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B. Implementation
Send out catalogs to these types of companies and follow up with phone calls and meetings. Calyx and Corolla should research to find out who is responsible for ordering the flowers at these companies and address the catalogs and calls to that person/people. In addition, have meetings with the person/people in charge. These methods will not only add a personalized touch, but more likely to encourage sales because the person will be able to make decisions for the companies instantly.
II. Target group with the highest percentage of after tax disposable income, which is 30+ year olds, especially mothers.
A. Description
This group tends to have children. Since they spend the majority of their time caring for their kids, they will have less time to work in their gardens. However, mothers still enjoy fresh flowers. Fresh flowers helps relaxes them after a hard day of caring for their children. Fresh flowers is good for the children because it exposes them to allergens and helps kids develop better immune systems to prevent allergies later on in life. Flowers also give off oxygen which people need to live. In addition, mothers will appreciate the flowers that Calyx and Corolla has to offer because the flowers will make them feel special and bring them longer lasting joy.
B. Implementation
Advertise on home and garden television shows and magazines and
In The Chrysanthemums, Elisa is a woman who is trapped at her husband Henry’s ranch by her gender and society’s idea of what a woman can manage. She is a very strong, capable woman who works all day to make the house spotless and the garden thrive. Elisa is good at her work, “behind her stood the neat white farm house… it was hard swept looking little house, with hard-polished windows, and a clean mud-mat on the front steps”. That show just how much work she puts into keeping the house clean. Elisa knows she is capable of successfully accomplishing any number of what society labels as men’s work and being held back makes her bitter and resentful. In an attempt to feel freedom, Elisa gifts some of her chrysanthemums to a traveling solicitor. She is devastated when she spots the flowers dumped on the road on her way to town with Henry. Elisa, like her flowers, feels discarded and devalued by men and society.
Because flowers go in cycles of life and death, we can look to them as archetypes. The cycle is really closely related to the circle which is a very prominent archetype in the world today and the past. The other thing I think of when I hear the word flowers is gardens. When I looked for the garden archetype I found that gardens symbolize love and fertility (YourDictionary 2). Flowers and gardens also have many symbols associated with them depending on who you ask.
The two housewives have a passionate love for gardening and bestow their love and appreciation towards their gardens. In the twentieth century, gardening was advocated as beneficial to one’s life and family. In the New England Quarterly, the journal, “Gardening as ‘Women’s Culture’ in Mary E. Wilkins Freeman’s Short Fiction,” states,“The time women spent in
The potential consumer target markets fall into two categories; the segments will be referred to as “Suburban Select” and “Young & Active”.
She felt that her husband wasn’t taken enough care of her personally so she took care of herself in the form of her chrysanthemums. She meticulously trimmed them and transplanted them with intense care. The type of care that she felt was missing form her marriage. Later on in the story when she gives the
The garden was something she built with her own hands just like her home that she cherishes and accomplished something that only men were viewed in the society as being able to complete such a feat. Her building and taking care of the garden shows her passion and determination in life, as it is something she crafted and learned on her own with no ones
Whom are we talking to? 18 to 34-year-old men and women, $75,000-$99,000 income for single person homes, $100,000-$149,000 multiple adult homes, Bachelor’s degree or higher, upper middle class, Non-Hispanic Whites, who live in areas where the brand has locations
Visually flowers are beautiful plants created by nature. Unless one is a gardener or a farmer, one may forget how much flowers undergo to maintain their beauty. Nor do people ponder on the life cycle of plants. It then takes a strong flower to withstand such environmental and physical change. But the support of its roots, photosynthesis, and possibly the help of a gardener or farmer allow the flower to sustain life. In Sapphire’s Push, Claireece “Precious” Jones was a sixteen-year- old mother and daughter who experienced numerous obstacles such as physical, sexual, mental, verbal, emotional, and socioeconomic abuse in the projects of Harlem, New York. Once Precious received the opportunity of attending an alternative school, her teacher, Blu
"The Chrysanthemums" introduces us to Elisa Allen, a woman who knows she has a gift for growing things, but it seems to be limited to her garden. Diligently working in her garden, Elisa watches as men come and go, living their lives unconfined, wondering what it must feel like to have that freedom. That emotion is revealed as Elisa gases at her husband and acquaintances talking, "she looked down toward the men by the tractor shed now and then." As she tills the soil for her chrysanthemums Elisa tills the thoughts in her head. The garden she so desperately maintained represents her world. A world that will only flourish if nourished. Emotional nourishment and stimulation is what Elisa lacked and longed for. The garden is limited in space to grow and so is her marriage. The garden is safe, non-threatening and so is her world. The garden contains many different elements that make it what it is, although unseen, and if the proper nourishment is not given it will die, as with Elisa.
Oftentimes, small floral shops don't need a full load of product in order to meet their customers needs. Instead, they need a small quantity of a variety of cut flowers, flowering plants and foliage plants. This time of the year, foliage consolidation options are very attractive to these businesses. They can share the cargo space of a temperature controlled trailer with other businesses, thus reducing their expenses. What's more, they are able to depend on a reliable delivery schedule so they can order as little, or as much, as they need and rest assured it will arrive on time. The transportation company also benefits because their trucks are more likely to be fully loaded, which is more cost-effective.
The flowers are a perfect representation of Pretty Town and the people living there. They are modified to fit a standard of beauty that cannot be achieved naturally and over time, it will begin to get too hard to control. There will always be someone to challenge the system. One of the Rangers who saved Tally from a burning fire, whilst they were trying to cut the amount of flowers said
Flowers are seen as beautiful and represent nature as the same as love when you give them to someone special. is unjust to lack someone to feel appreciation to natural things and lack them from education.
Ceres Company, backed by its innovative GetCeres program, has been capitalizing on a previously untouched segment of the organics market. In capturing a key demographic of consumers, those causal gardeners who demand instant gratification, rather than the extended gardening period, Ceres is eager to expand quickly to capitalize on this opportunity before its competitors. This strategy is putting extensive strain on the company’s resources and its relationship with suppliers. The exciting growth in sales have eclipsed the company’s sustainable growth rate and Ceres is hampered by cash deficits.
The target consumers are people still in or just out of college, therefore in their late teens to their late twenties. With a pale
Demographics: over 55 years old, as well as small group of women aged between 25 and 45