Calyx & Corolla

The Fresh Flower Industry in USA, prior to Calyx and Corolla 

$9B business in United States, growth rate of 7.7% since 1985. Flower Industry Grower

$5

Distributor

Wholesaler

$30$40

Retailer

$15-$20

$7.5

Customer

Florists

SuperMarkets

Misc

Calyx and Corolla, what separated it from others 

Direct involvement with Growers.

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Greater compensation to growers as they doubled up as retailers.

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Delivery time of 2-3 days as compared to 1-2 weeks of FTD, following cutting.

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Closer relationship with FedEx enabled over-night delivery for perishable flowers.

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United parcel service with FedEx for non-perishable flowers.

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Friendly and effective customer service

Customers and Communication 

Catalogs, which contributed for 70% of revenues, defined as per seasonal variations, including continuity programs.

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85% of “Active Buyers”, were women, age ranging from 30 to 55.

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Special care to Corporate Clients, for use in reception, conference rooms, incentive program etc.

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Promotional tie-in with Bloomingdale’s

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To help promote selection of vases on Mother’s day offering 5 dendrobium orchids for free.

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Full Page Ad in “The New Yorker” at Bloomingdale’s expanse.

Promotional tie-in with SmithKline Beecham 

$10 discount coupons given to store employees

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Newspaper freestanding coupons - $5 w/o purchase of Contac and 2*$10 with proof of purchase of Contac

Ultimate Positioning 

Based upon past experience, ~12.5% of audience are potential “Active Buyers”



43.2% population falls into high income buyers range

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Higher ment cost can be compensated by compact supply chain.

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Good relationship with FedEx will enable them timely delivery in peak holiday durations.