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Calyx & Corolla (C&C) should primarily target customers in the age range of 30 to 55 with disposal income in excess of $35,000. This segment consisted of the most active customers according to C&C’s marketing research and FTD’s historical sales data. There were 584,000 such households, about 43% of the total households, in Minneapolis/St. Paul market. Given that a larger portion of the population in the area were immigrants of west Europeans who typically were more favorable to flowers, the area should be significant for running a modest test campaign. The objectives of the test campaign were to improve the cost efficiency in acquiring new customers and justify the expansion of the test program beyond the test area.
Approximate Word count = 405
Approximate Pages = 1.6
(250 words per page double spaced)
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