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Wordcount: 1184
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Calyx & Corolla
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EXECUTIVE SUMMARY
Calyx & Corolla (C&C) pioneered the concept of selling flowers though mail-order catalogs. However, because the largest group of potential buyers for C&C flowers are people used to retail florists and unaccustomed to mail-order purchases, the catalogs have minimal yields. This marginal revenue increase combined with declining margins presents a challenge for C&C to restore company profitability through an increased customer base.
To overcome this challenge, C&C should increase the number of promotional tie-ins of its products. The association of C&C products with products that the target market already purchases will increase brand awareness and cause people who normally would not think of buying C&C products to
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