All In Bloom Marketing Plan 04.12.12

IanMcAuliffeJeffreyMerrillMollieMiller

JohnNewsomeChristineNorgard

April12,2012MarketingPlan

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TableofContents

TableofContents......................................................................................................................................................1

ExecutiveSummary.................................................................................................................................................3

Introduction................................................................................................................................................................4

SituationalAnalysis.................................................................................................................................................5

ArticleI. Collaborators.......................................................................................................................................5

ArticleII. Competition......................................................................................................................................5

Section2.01 CustomerValueAnalysis...................................................................................................6

ArticleIII. SWOTAnalysis................................................................................................................................9

Section3.02 Strengths..................................................................................................................................9

Section3.03 Weaknesses..........................................................................................................................11

Section3.04 Opportunities......................................................................................................................12

Section3.05 Threats...................................................................................................................................13

MarketStrategy......................................................................................................................................................14

ArticleVIII. Price.............................................................................................................................................17

ArticleIX. Product............................................................................................................................................18

ArticleX. BrandElements...........................................................................................................................19

ArticleXI. Promotions....................................................................................................................................26

Section11.02 SecondaryAssociations.................................................................................................34

ArticleXII. Place.................................................................................................................................................35

Conclusion................................................................................................................................................................37

Appendix...................................................................................................................................................................38

References................................................................................................................................................................40

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ExecutiveSummaryTwinsisters,SueandSteph,createadynamicandcompellingpartnershipwhichisattheheartoftheircompany,AllInBloom’s,success.Theirfloralbusiness’currentprimaryfocusisonretailsalesandweddings.However,themostprofitableandpreferredtypeofaccountarecorporateeventcenteraccountswithTheOhioStateUniversityandlocalcountryclubs.Thecompany’sgreatestassetsarethecharisma,energyandattentiontodetailthatthesistersprovidetoeveryclient.Basedontheinformationgivenandamarketanalysis,wedeterminedthatthecorporateeventmarketistheoptimaltargetforAllInBloom’snewmarketingstrategyanddirection.Wesurveyedtwenty‐fivehotels/conferencecentersintheGreaterColumbusarea.Fromtheinformationcollectedduringtheseinterviews,surveysandresearch,weformulatedananalysisofthecurrentstateofAllInBloomincludingtheircurrentstrengthsandweaknessesaswellasopportunitiesforgrowthandthreatstotheirbusiness.ThemarketingplanforAllInBloomfocusesontheirprevioussuccessinthehospitalitymarketandexpandstheirreachthroughbothdirectandindirectsalestechniquesanduniqueproductlinelaunch.Further,ourrecommendationscanbeachievedthroughrealisticsales.Weperformedabreak‐evenanalysisforeachrecommendationprovidedlaterintheplan. RecommendedAllInBloomMarketingPromotions:

SpreadTheLove:Freegiftarrangementwith6monthcontract; AllInNetwork:NetworkingwithotherColumbusareabusinesses; FindMyVan:FindingtheAllInBloomvanequalsfreeflowers; SocialStems:hostedsocialhour&teachingevent; BuckeyesinBloom:AtargetedOhioStateUniversitythemedarrangementfor

BuckeyelovingColumbusnatives.

ThroughthesepromotionsAllInBloomwillshowthatitisthefloristwithoptimalcustomerservicethatcanexceedcustomerneeds.Thefollowingdocumentdetailsourfindingsandrecommendationsbeginningwithananalysisofthecurrentsituationofthecompany,theircompetition,thehotel/eventcentermarketandthefloralmarketinColumbusandacrosstheworld.

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IntroductionAllInBloom,runbythesisterduoofSueandSteph,isaflowercompanythatwasoncepartofthenationalfranchiseKaBloom.Thetwowomen,alongwiththeirfamily,haveinvestedasignificantamountoftimeandmoneyintothebusiness,includingtakingonthefinancialburdenofamortgageontheirparents’homeinordertoobtainthecapitalforthecompany.ThestorewasoriginallylocatedinthePolarisarea,butduetohighrentalcosts,theyrecentlymovedtoawarehouselocationintheWorthingtonarea. Thecompanyhasthreecustomersthatitconsidersessentialtoitsbusiness:NorthPointCountryClub,BrooksideCountryClubandtheBlackwellatTheOhioStateUniversity.Inaddition,thecompanymaintainsacashandcarrystorefrontwhich,bytheowner’sadmission,isnotitscorebusinessnorisittheirdesireforthistargettobeitscorebusiness.Accordingtotheowners,theirpreferredtargetmarketiscorporateevents,yetthereappearstobealackofresearchandadvertisementtothistarget.Pastadvertisementpracticesconsistofprintadsinbridalmagazines,couponswithinvaluemealsofafastfoodchaininthevicinityoftheAllInBloomlocation,andpostcardsmailedquarterly.Withinthecompany’stargetmarket,accountshavebeenobtainedbywordofmouthanddirectcommunicationswithfacilityowners.FurtherresearchintoAllInBloom’swebsiterevealsthatitstargetaudienceisnotmentionedasaservicetheyprovide. TheproductlineofferedbyAllInBloomappearstobeconsistentwiththoseofferedbyotherflorists.However,whereAllInBloomattemptstodifferentiateitselfiswithitsspecialtyarrangements.ItappearsthatthegeneralarrangementsofferedbyAllInBloomareofhigherqualitythanthoseofferedbyothersinthelocalindustry.ThereputationofthecompanywascompiledbyreadingreviewsfrompostingsonInternetsearchsites.SourcesincludeYelp,Yahooandweddingsites.AllInBloomratedhighamongclientsthatusedtheirservicesandcustomersconsideredtheserviceofhighvalue. Withregardtostoreoperations,staffinglevelsvarybasedonseasonalneedsanddemands.AllInBloom’sbusiesttimeofyearisbetweenthemonthsofAprilandOctober.Ataminimum,theAllInBloomstaffconsistsofapproximatelyfivehighschoolstudentsandonedesigner.Duringpeaktime,staffingcanconsistof12to15individuals.Theonlytwofulltimestaffmembersarethetwoowners,whodealwiththemanagementofthebusiness.Whilethecompanyboastsacreativeproductandtheownershavegreatdriveanddedication,afinancialanalysisrevealsthatAllInBloomhasreportedanetlossineachofthepastthreeyears.

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SituationalAnalysis

ArticleI. Collaborators AllInBloomhasawell‐establishedprocessoforderingflowersdirectlyfromsupplierstoavoidwholesalesellersandadditionalcosts.Thisprocesstakesplaceonaweeklybasistokeepitssupplyfreshandstocked.PurchasingdirectlyfromthegrowersiskeytoAllInBloom’ssuccessinprovidingatopquality,longlastingarrangementforitsclients.Mostproductpurchasesaremadeonlineandaredependentonthegrowingseasonandwhatisavailableataparticulartimeofyear.Productisshippedfrombothdomesticandinternationalsources. AllInBloom’srelationshipwithFTDisanotherimportantlinkfordifferentareasofcollaboration.FTDcontrolsanonlinesystemthatallowsdirectbuyingfrominternationalfarms.ThisallowsAllInBloomtobypasswholesalers,whichholdscostsdownandincreasestheprobabilityoffreshflowersonarrival.ThearrangementwithFTDincludesanaddedbenefitofassistanceinresolvinganyproductorqualityissuesthatmayarise. TheFTDagreementalsoprovidesAllInBloomadditionalordersfromoutoftownthatitwouldnotnecessarilygeneratefromdirectshoptraffic.ItalsoallowsAllInBloom’slocalcustomerstobeabletosendfloralarrangementsanywhereamongFTDfloristservices.AlthoughFTDchargesafeefortheservice,thesendingshopreceivesrevenueofapproximately20%ofthetotalorderprice.Theshopfillingtheorderreceives80%ofthetotalrevenuegeneratedbytheorder.Withoutthisservice,theshopcompletingtheorderwouldnototherwisereceiveanyrevenue.Marginsarelowerbutthisagreementhelpstoincreaserevenueonbothends.

ArticleII. Competition TheflowerindustryinColumbus,Ohiocanbeclassifiedasamonopolisticcompetition.Withregardtomarketattractiveness,wefindthatsegmentrivalryexistsandthattherearemanystrongcompetitorsintheindustry.Thereisamediumthreatofpotentialnewentrantsandmiddleexitbarriers.Exitbarriersconsistofmainlylossoffixedcosts.Thereisahighthreatofsubstitutes,whichmakesthemarketunattractive.Whilecompanycreativityismoredifficulttoreplicate,customerscanobtainasimilarproductfromcompetitors.Thiswillrequirecompaniestofocusspecificallyondifferentiationtoensuretheymaintainapercentageoftheavailablemarket.Finally,supplierpowerisathreattocompaniesinthismarketbecausesupplierscandetermineproductprices.

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Company

All In Bloom

Bloom‐tastic

Christine's Garden

Daisy Basket

DeSantis

Oberer's

Scale

Service

E

G

G

E

E

E

Note: E = excellent, G = good, F = fair, P = poor.

Present‐ation

G

F

F

E

G

G


Quality Product

E

G

G

E

E

E


Custom‐ization

E

G

G

E

G

G


Price

($ Per Week)

E : $100

F : $175

E : $60 – 70

P : $180

P : $180

F : $120


Section2.01 CustomerValueAnalysis Wecontacted25samplevenuesacrosstheColumbusmetropolitanareaandsurveyedthemaboutwhatflowershopstheycurrentlyhadavendorcontractwithand/orwhatvendortheyrecommendedtotheirclients.Thefivecompetitorslistedbelowwerethetopfivecompaniesrecommendedacrossoursample. TheCustomerValueAnalysisassessesAllInBloom’scompetitionbaseduponthefollowingfivecriteria:1) Service:Relatestocompanyflexibilityandafterhoursavailability,setupandtear

downservice.2) Presentation:Relatestooverallappearanceandtheuseofvaseandbows.3) ProductQuality:Relatestoflowerdurabilityandhowlongtheproductlasts.4) Customization:Relatestohoweasilytheproductcanbeadaptedtoclientdesiresand

needs.5) Price:Relatestothecostforathreepiecelobbydisplay,includingonemain

centerpieceandtwosidearrangements.Arrangementsarechangedweekly,freshenedorcheckedonceadditionallyperweek,foraonemonthtrialperiodandpossiblyforaoneyearservicecontract.Themaintableinthelobbyisafourfootroundtableandtwosidecredenzasthatareapproximatelytwofeetbytenfeet.Creativityiswelcome.

Thefollowingtable(Table1)presentsasummaryanalysisofAllInBloom’sprimarycompetitionbaseduponthecriterialistedabove:

(i) Table1.CustomerValueAnalysisAllInBloomvs.FiveCompetitors

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Bloomtastic:

Bloomtastichasasimplephilosophy:keepitsimple,funandtrendy.OperatingfromaveryaccessiblestoreonArlingtonAveinUpperArlington,theyspecializeineventsandweddings,aswellaswalkintrafficatthestore.Bloomtasticisaformidablecompetitorofferingsimilarlytrendy,creativeproductsandservicecomparabletoAllInBloom.Theowner,HeatherWaits,isalsovibrantandhandson,whichhelpstogenerategoodwillandincreasedbusiness.

Pricingforourtargetserviceisaminimumof$175perweek.ThisiscomparabletoAllInBloomforsimilarservices,howevermaybealittlehighwhencomparedtothemarketaverage.Customizationisencouragedforspecialguestsorseasons.Forinstance,theweeklybudgetforagivencontractmaybe$175butcanbeincreasedforonetimespecialeventsorvisitors.Productpresentationasviewedonthewebsiteisexcellent,andthewebsiteisveryuserfriendlyforcustomers.

Christine’sGarden:

Christine’sGardenisalocallyownedandoperatedfloristcompanyinthedowntownBexleyarea.Christine’sGardencurrentlyhasthreelocations:themainBexleybranch,adowntownshopandashoponthecampusofTheOhioStateUniversity.Cateringtomanyfloralneeds,Christine’sGardenisaonestopfloralshopforon‐lineorders,walkin,bouquetdelivery,weddings,specialeventsandmore.Christine’sGardenspecializesineventcenters,corporatecompanies,hospitalsandchurchesastheirmainrevenuesource.Christine’sGardencurrentlyservicestheHyattDowntownRegencyHotel,ColumbusMarriottAirportlocation,Children’sHospitalGiftShop,andseverallocalchurchesweeklyfloraldisplays. Forthecorporatepurchasersthereisnodeliveryfeeortransportationfeeonfloralarrangements.Alldisplaysareguaranteedforaminimumofninedays.Thethreelocationsarealsoabletoserviceseveralofthecurrentservicecontractsforlastminuteneedsanddisplayrefreshments.CorporatevendorsthatcurrentlyutilizeChristine’sGardenspeakveryhighlyofthepersonalizationandservicetheyhavereceivedovertheyearsfromownerRickandhisfloralteam.Christine’sGardenquotedthetargetserviceatapriceof$60to$70dollarsaweek.Thisservicealsoincludedfreedeliveryandguaranteesninedaylifespan.Thepresentationanddesignofthearrangementswasonthelowerend.However,thisarrangementdidmeettheverybasicneedsofthegoalforthecorporatedisplay.Thesuggesteddisplaysarenotmodernandareverysimpleinnature.Theownerwasverywillingtogivesuggestionsandadviceondisplayneedsandnegotiatepricesbasedonwantsandneedsforalobbydisplay.

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TheDaisyBasket:

TheDaisyBasketpresentsitselfasafloraldesignstudiothatspecializesinproductcustomizationspecifictothepreferencesofitsclientele.LocatedinUpperArlington,thiscompetitorpridesitselfonitsuniquedesigns,creativity,andflair,allofwhichmakeitadirectcompetitortoAllInBloom. TheDaisyBasketfocusesonprovidingoutstandingservicetoitsclients.Thiscompanyprovidescomplimentaryfloralconsultationstopotentialclienteleforeventstoensurethattheyunderstandtheclient’sneedsandwishesbeforeproceeding.Theirwebsitepresentslikeadesignstudio,whichcreatesanupscaleimagefitonlyforahighqualityproduct.TheDaisyBasketadvertisesaqualityanddurableproductthatwillmeetandexceedtheexpectationsofanycustomer.

Incomparisontootherfloristsexaminedinthecurrentanalysis,TheDaisyBasket’sservicesaremoreexpensive.However,thequalityproductandextremecustomizationbyadesignerarepositivepointstothishighendflowercompany.

DeSantisFlorist:

DeSantisfloristandgiftsisafamilyownedandoperatedbusiness,whichstartedin1927.Theirfocusisonservice,qualityandfreshness,whichleadsthemtobeamoretraditionalfloristfocusedprimarilyonthecustomer.TheyareinnorthwestColumbustoutingdeliverytoRiversideHospitalin5minutesandTheOhioStateUniversityin10minutes. Theirpromptservicetoawebrequestwithatargetserviceof$60perweekperbouquetplacestheminthelowerendofcoststocustomer.Theyareabletorefreshweeklywithoneoftheirfourcoolervans,whichmaintainflowerqualityuntildelivery. Asforcreativity,theycarryatraditionallookanygrandmotherwouldlove.TheirstandardarrangementsareFTDdesignedwhichleavelittlecustomization,butstilllookfantastic.

Oberer’sFlowers:

Oberer'sFlowersbeginninggoesbacktothe1890swhenCarlOberer,animmigrantfromGermany,boughtaplotoflandnorthofDaytononTroyPikeandstartedgrowingvegetables.AlongwiththeproduceCarlandhisfamilygrewflowersthatwerealsosoldatmarket.In1921thedecisionwasmadetosolelygrowflowers.Thefamilystudiedgrowingflowersandlearnedthetradeofflowerdesigning.TodayOberer'sFlowershastwosubsidiarycompaniesandfiveoperatingdivisionswithretailoperationsspanningthreestatesintheMidwest

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servingcustomersinCincinnati,ColumbusandDaytonMetroareainOhio,Indianapolis,IndianaandNorthernKentucky. Oberer’sprimaryfocusisonthecustomers’desiresandhasexperienceddesignersonstaffthatfocusonprovidingacustomizedproduct.Thewebsitealsohasacustomizationlinkforspecificrequestsinanarraignmentandiseasytofollowanduse.Pricingforourdefinedtargetservicevariedbasedonthedesiresandarrangementsofeachspecificcustomer.Withthis,pricingcouldvaryfromalowof$120perweekto$420perweek.

ArticleIII. SWOTAnalysis Thefollowingtable(Table2)presentsasummarySWOTanalysisofAllInBloom:

(i) Table2.SWOTAnalysisforAllInBloom

Section3.02 Strengths 1) Owners

ThegreateststrengthofAllInBloomistheenergy,attentiontodetailanddedicationtothecustomerthattheownersbring.Thetwins,StephanieandSue,aredriventobethebestintheirfieldandhavededicatedthemselvestoprovidethebestpossibleserviceandproductavailable.Theirpersonaandvibrancypresentsadynamicandmemorable

Strengths

•Owners

•Service Quality

•Customization

•Quality Product

•Suppliers

•Distribution

•Owner Connections

Weaknesses

•Finances

•Dependencies

•Human Capital

•Website

•Location

•Loss of Suppliers

•Broken Franchise Agreement

Opportunities

•Industry

•Technology

•Target Market

•Alternate Goods

Threats

•Political Instability

•Weather Instability

•Substitute Goods/Gifts

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packageforcurrentandpotentialcustomers.Marketingthemselves,alongwithprovidingexcellentserviceandproducts,hasbeensuccessfulinlandingandmaintainingseveralkeyaccounts.

2) ServiceQuality

AllInBloomhasdemonstratedastrongdrivetoservecustomer’sneedswithflexibletimeschedulesandon‐siteserviceatallhours.ThewillingnessoftheownerstobeonsiteatalleventstoassurequalityofproductandcustomersatisfactionhaslandedbigaccountssuchastheBlackwellatOSU.Theseaccountshaveallowedforstabilityincashflowandprovideareputablereferencefortheirtargetmarketofcorporateaccounts.NumeroustestimonialsonthecompanywebsiteextoltheexcellentproductandservicesuppliedbytheAllInBloomstaff.

3) Customization

WorkingwiththeAllInBloomdesigners,customersareencouragedtochooseandcustomizethestandardproductsbyaddingoptionslikesize,colororanyflowerstheywantinabasket,bouquetorvase.Customizationoptionsallowcustomerstobeascreativeastheywishtobeortoallowcompanydesignerstotailortheproducttothecustomer’sneedsandwishes.

4) QualityProduct

Asdemonstratedonthecompanywebsite,thedesignersatAllInBloomprovideauniquelycreativeproduct.Thedurabilityandqualityoftheflowersiscriticalandisthecompany’shighestpriorityfrompurchasingtopresentation.

5) Suppliers

StrongrelationshipsbuiltwithsuppliersboththroughKaBloomaswellasFTDhaveallowedthecompanytobuydirectlyfromfarmsallovertheworld.Thispurchasingabilityhelpstoassurequalityandfreshnessoftheflowersandhelpstolowercostsbyavoidingthemarkupthatwholesalerswarrant.

6) Distribution

AllInBloom’srelationshipwithFTDallowsforincreasedordersthroughtheinternationaltieswithotherfloralshopsaroundtheU.S.andtheworld.Theabilitytoservicetheirlocalcustomer’s“outoftown”needsaswellasreceiveordersfromoutoftown,producesrevenuethatmayotherwisebeunavailable.

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7) OwnerConnections

Oneoftheowners’husbandshasconnectionstoapublishingfirm.Havingthisasaresourceforfutureadvertisementscouldprovideavaluablebenefitinexpandingthecompany.

8) ExistingClients

SinceAllInBloomhasanestablishedrelationshipwithTheOhioStateUniversity,specificallytheBlackwellandFawcettCenter,furtherexpandinguponthisrelationshipcouldenhancetheirbusiness.

Section3.03 Weaknesses 1) Finances

Whiletheownersareveryversedandeducatedinthefloralmarketandprovideexcellentservicetotheirclients,thecompanyhasreportedalossforthelastthreeyearsinbusiness.Gainingagreaterunderstandingoftheircurrentfinancialsituationwillbenefittheownersinmanagingrevenuestreamandcompanyoperations.

2) Dependencies

Currentlythecompanydependsononlyafewmajorcorporateaccountsforthelargestportionofitsrevenuestream.Forexample,the$35,000annualcontractwithOSUprovidesover25%ofAllInBloom’sannualrevenues.LosingthisaccountcouldbedetrimentalnotonlytoAllInBloom’sfuturefinances,butalsotoobtainingfuturebusinesscontracts.

3) HumanCapital

Thesistersaresoconcernedwithcustomerserviceandperfectionismtheyneglecttodelegatethenecessaryworkamongotheremployeesandbetweenthemselves.Attimes,itappearstheyarenotusingtheirtimeandresourceseffectively.Byinsistingthatbothownersbeon‐siteforeventscreatesunneededstress,bottlenecksandpressureontheotherclients/customersbeingneglected.

4) Website

CurrentlythereisnotacorporateportalorinformationontheAllInBloomwebsitethatfocusesonitsdefinedtargetmarket.Thewebsiteistargetedtowardson‐linebouquetssingleorders,whichtheownersagreeisnottheirtargetmarket.Thewebsiteappearsverygenericandmade‐to‐orderanddoesnotshowcasehowtrulyspecialtheowners’personalitiesshine.

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5) Location

Thecurrentstorefrontisnottrulyastorefront.Thelocationishardtofindandoffthebeatenpath.Forfuturepotentialclientsintheweddingandcorporatemarket,thefacilityishardtolocate.Inaddition,theownerscurrentlymarketthemselvesasbeinglocatedinWesterville,whentrulytheirnewlocationisinWorthington.Thiscancauseconfusionforclientsandcustomers.

6) BrokenFranchiseAgreement

Withthecurrentfranchisedisputeandpossiblependinglawsuittheownerscouldfacehardrealitiesahead.ByseveringthosetieswiththeKaBloomfranchiseagreement,theownershaveplacedthemselvesinasituationthatcouldhavebothfinancialandprofessionalrepercussions.Alawsuitcouldplacefinancialburdensandsupplierconstraintsonthecompanythattheownersarenotpreparedtofaceorbeabletosurvive.

7) LossofSuppliers

AllInBloomcurrentlymaintainspositiveworkingrelationshipswithitssuppliers.However,theimpendinglawsuitandbrokenfranchiseagreementcouldimpactfuturesupplieragreementsmadethroughthefranchiseandcouldsignificantlyimpactthecompany’sabilitytoobtainthesamelevelofproductqualityatcurrentprices.

Section3.04 Opportunities 1) Industry

Theflowerindustryhasshownstablegrowthatanannualincreaseofapproximately$1billionperyearoverthelast10yearsmakingthisagrowingmarketeventhroughperiodsofeconomicdecline.Thevastmajorityoftheflowerindustry,84%,isassociatedwith“non‐calendar”eventssuchasholidaysorweddings.Giventhisinformation,thereisthepossibilitytoexpandthebusinessintothesenon‐calendarevents.

2) Technology

Giventhecommonuseofwirelessdevices,smarttabletsandsmartphones,theadditionoftechnologytotheflowermarketisapotentialopportunityforflowershops.Itwillallowcompaniestostaycloserincontactwithcustomers,whichwillincreaseoverallservicequality.

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3) TargetMarket

BasedonresearchintheCentralOhioarea,thereappearstobeestablishedfloristprovidingservicestothedefinedtargetmarket.However,thetargetmarketclienteleisdemandingcustomizedproductswithqualityservices.Therecurrentlyappearstobeavoidinthefloralindustrytothistypeofspecializedtreatmentandarrangements.

4) ComplementaryGoods

Theflowermarketiscloselylinkedtoothercomplementarygoods,suchascandyandstuffedanimals.Thereareopportunitiestointegratecomplementarygoodsintoafloralbusinesstoexpandpotentialcompanyservicelinesandrevenues.

5) Non‐TraditionalCustomers

Therearemanylocationswithinourdefinedtargetmarketwhichmayfindfloralarrangementsofbenefitwhicharecurrentlynotusinganyfloralservice.

Section3.05 Threats 1) PoliticalInstability

Flowersuppliersexistinareasacrosstheglobe.Politicalinstabilityincertainareas,includingSouthAmerica,couldimpactacountry’sabilitytoconsistentlyexportproductinatimelymanner,andthefutureavailabilityofcertainflowerproducts.

2) WeatherInstability

Risingtemperaturesworldwideposeathreattogrowingconditionsacrosstheglobe.Increasesintemperatures,evenbyseveraldegrees,canhaveanimpactonflowergrowingseasonsandtheviabilityofproductgrownindeterminedareas.Damagedproductandlimitedgrowingseasonscoulddecreaseproductsupply,anddriveupproductpricesforflowercompanies.

3) SubstituteGoods

Withtheemergenceofsubstitutegoods,including“EdibleArrangements”,strawberriesdippedinchocolateandbambooarrangements,theflowerindustry’smarketshareisthreatened.Futuredevelopmentofthesesubstitutegoodscouldcausereduceddemandforflowersandprovidecustomerswithsubstantivealternativesforflowerservice.

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MarketStrategy

ArticleIV. Segmentation ConsideringAllInBloom’sstrengths,theowners’preferreddirectionfortheirbusiness,andtheaboveanalysisofthecurrentmarketplace,wehavedeterminedthatAllInBloomshouldpursuecorporatecustomersinthehotelswithmeetingroomsand/orconferencecentersmarketplace.Weresearchedthesecustomersinthetargetmarketusingthefollowinglink:http://www.eventective.com/USA/Ohio/Columbus/Corporate‐Meetings.html.

ArticleV. TargetingFromourresearchwefound245potentialtargetclientsinthecentralOhiomarketplace.Thesepotentialclientshaveadistinctneedtosetthemselvesapartintheirmarketplaceandarelookingtoadda“wowfactor”totheirfacility.Inordertoanalyzethispotentialmarket,wetookalookatafewofthenumberswealreadyknow.AllInBloomiscurrentlyincontractwiththeBlackwellCenter,creatingapproximately$35,000inannualrevenueforAllInBloom.ToanalyzetheCentralOhiomarket,weusedthebenchmarkoftheBlackwellCenter’scapacityof250peoplealongwiththeannualrevenuefigureof$35,000.Bydividingtotalrevenue($35,000)bytotalcapacity(250people),wefindthattheBlackwellspendsapproximately$140perpersononflowersannually.

ArticleVI. UnderstandingInanefforttoassesstheColumbusmarket,weassumethateachvenueonaveragehasa150‐personcapacity.Acrossthe245venueswefound,thereisapotential36,750annualindividualcapacity(150capacitymultipliedby245venues).Withatotalannualcapacityof36,750and$140spentannuallyperpersononflowers,wevaluetheCentralOhiocorporatehotelwithmeetingorconferencecentermarketat$5.145milliondollars.

ArticleVII. PositioningPositioningStatement:AllInBloomisthepremierecustomerserviceproviderofcreativeandqualityflowerarrangementstohotelandmeetingcentersinthegreaterCentralOhiomarketplace.Thecompany’sgreateststrengthisitsowners.SueandStephanieareinnovativeandcommittedtoprovidingaqualityandlastingcustomerserviceexperiencefortheirclients.Theyalsocantakeadvantageofbeingtwinstouseasasellingpointforpotentialclients.

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Pursuingthehotelandmeetingcentermarketisalsotheirpreferreddirectionforthecompany.ThisnewpositioningreflectstheinterestoftheclientandissubstantiatedwithmarketresearchandadeterminedneedandopportunityforAllInBloom.Thereisagreatpotentialforgrowthgiventhe$5milliondollaropportunityinthehotelandmeetingeventcenterindustry.AllInBloomhasalargeopportunitytopursuevenuesacrossCentralOhio.Inaddition,notonlydohotelandeventcentersneedcenterpiecesfortheirlobbyareas,theymayalsoneedflowerservicesforothereventsinthehotel.Establishingthemselveswithaflowercontractforlobbyservicesmayhavethepotentialtoexpandtootherareaswithinthehotel.Thisstrategyalsopromotesfinancialstabilityandcompanygrowth.Giventhestructureofservicecontracts,AllInBloomcanpursuecontractswithpotentialclientswhichwillallowthemtohaveamorepredictableandconsistentincomestreamthaniftheypursuedthelesspredictableweddingmarket.Theweddingmarketdoesnotgenerallylenditselftorepeatcustomers,whileinthehotelandmeetingcentermarket,servicecontractsarerenewedonaperiodicbasis,whichprovidesanopportunityforprovidingrepeatservice.

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MarketingMix/Tactics(i) Diagram1.MarketingMixforAllInBloom

•Design

•Features

•Variety

•Guarantee

•Sizes

•Service

• Retail Store

•Service Area/ Transportation

•Discounts

•Payment Terms

•Fixed Costs

•Margins

•Spread The Love

•All In Network

•Find My Van

•Social Stems

•Buckeyes in Bloom

Promotion Price

ProductPlace

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ArticleVIII. PriceGiventheavailableinformation,itisdifficulttoaccuratelyanalyzeeachindividualproductandservicewithinthecompanypricingstructure.However,themarginsprovidedatinitialbriefingwereextremelylowornon‐existentandAllInBloom’scurrentpricescomparedtothemarketappeartobelowerthantheaveragecompetitor.Inouranalysisofthecompetitionprovidingsimilarservicestothehotel/eventcentermarket,AllInBloomfellinthemidtolowrangeofpricing.Basedonthequality,serviceandpersonaltouchthatSueandStephanieoffer,werecommendreviewingallproductsandconsideringacommensuratepriceincrease.GiventheleverageofanaccountsuchastheBlackwell,werecommendnochangeinpricingforcurrentclientsatthistime.Forfutureclients,werecommendathreetieredpricingstructurethatallowshotelsandeventcenterstochoosebetweenthreelevelsofserviceand/orproduct.Wehaveillustratedthe“Corporate”,“Presidential”and“Chairman”pricingoptions.AllInBloomchoosesthelevelofserviceandintricacyof“designer’schoice”producttoofferateachlevel,beingcarefultosetreasonablemarginstocovertheexcellentqualityandserviceprovided.However,marketingstudieshaveshownthat,whengiventheoption,clientswillmostoftenchoosethemiddletierofthree.ThistendencywouldincreaseAllInBloom’saveragepricefrom$100asreportedintheCustomerValueAnalysistoamorecompetitive$175.

(i) Diagram2.ProposedPricingTierforAllInBloom

Corporate $125

Presidential $175

Chairman $250

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ArticleIX. ProductFreshflowerproductisinandofitselfveryflexibleandcustomizabletoeverycustomer’sindividualdesires.Atthesametime,theownershavetheabilitytoarrangecontractswithdesigner’schoiceparameters,whichallowthemtodeterminewhichproducttobeusedandhavebetterinventorycontrol,usesandmovement.ThebelowStackedVennDiagram(Diagram3)illustratestheAllInBloomproductprocessflow.ThecorebenefitandbasicproductareattheveryfirststepsofwhatAllInBloomprovidestoeverycustomer.Fromthere,theexpectedproductofcustomerservice,highqualityandfaircostissomethingthatAllInBloomexcelsatandisoneofthemainreasonsfortheirsuccess.However,inordertobetrulydifferentiatedinthetargetmarket,theaugmentedandpotentialproductcirclesdemonstratehowAllInBloomcanachievethehighestaccomplishment.AllInBloomcurrentlyoffersa“designerschoice“arrangement,inwhichthefloristhastheultimatedecisionforthecustomer’sorder.ThisallowsAllInBloomtouseinventoryalreadyinstockandtobecreativeintheirdesignelementsaswell.Designer’schoicealsokeepscostdownfortheclient,duetothefactthatinventoryusedistypicallyitemsalreadyinseasonandnotcustomordered.Thecustomerdesignstudiowouldalsoallowclientstofeelliketheirexperienceisuniqueandexclusivelydesigned.Theideaofadesignstudioratherthanafloralshopelevatesthelevelofartisticexpression.WerecommendforAllInBloomtofocusonthe“designer’schoice”,customdesignstudioandeventsponsoringlevelsoftheVennDiagramintheaugmentedandpotentiallevelsillustratedinthediagrambelow:

(i) Diagram3.StackedVennDiagramforAllInBloom

Potential:Custom design studio, event sponsoring

Augmented:

Modern design or "designers choice"

Expected:

Customer service, high quality, & fair cost

Basic Product:

Beautiful Floral Arrangements

Core Benefit:

Arrangments that Enhance Atmosphere

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Section9.02 BrandElementsColorWheel&Design:GiventhatAllInBloomisafloralcompanyspecializinginfreshcutflowers,wearerecommendingabrandre‐organizationforallaspectsofthecompany.Thefirststepwillbetohighlighttheowners’charismaticenergyandupbeatattitude.Thefollowingfiguresillustrateacolorfulwheelpaletteanddesignthatwillhelptoestablishtheownersnotonlyasafloralcompany,butonethatshouldbetakenseriouslybythecleanlines,whitespacingandexcitingstylingreflected.

(i) Figure1&2.ProposedColorWheel&DesignforAllInBloom

(Lang,18338494)Logo:Representativeoftheowners’funandcharismaticnature,wehavedesignedalogothatreflectstheirpersonalitiesandcreativeattitudes.Thenewlogofocusesontheword“bloom”andallowsclientstorecognizethebrandofAllInBloomwithonelook.

(ii) Figure3.ProposedLogoforAllInBloom

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Printed Materials:Inconjunctionwithalogore‐design,theownersshouldreflectthisre‐brandingacrossallprintedandon‐linematerials.Belowareourproposedexamplesofanewbusinesscard,postcardandabrochurefordistribution.Allmaterialscharacterizetheofficiallogoaswellasauniquesinglefreshflower.

(i) Figure4.ProposedBusinessCardforAllInBloomFront Back

(Lang,20460073)

(ii) Figure5.ProposedPostCardforAllInBloom

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(iii) Figure6.ProposedBrochureforAllInBloom

Signage& Uniforms:Inkeepingwiththenewbrandtrend,wealsorecommendnewsignageforthestorefront(ifcurrentlocationismaintained)andwindowsoftheAllInBloomlocation,aswellasanyvehiclesfortransportation.Thismaybeincorporatedintothe“FindMyVan”promotionoutlinedinthepromotionssection.Newuniformswillgivethestaffandemployeesacohesiveandunifiedlook.Wesuggestsolidshortsleevepolo’s,withasmallembroideryofthelogostitchedoverthebreast.Again,theuseofauniformwillshowcasetheAllInBloomlogoandmakeemployeeseasilyidentifiableandprofessional.

(i) Figure7.ProposedPolo&EmbroideryStitchingforAllInBloom(White&Navy)

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WebsiteUpgrades:Inanefforttobuildwebtraffic,itisimportantthatAllInBloomhaveawell‐developedwebsitethatthoroughlyrepresentsitsownersanditsproducts,anddisplaysthestrongcreativitybroughtforthinitsproduct.WethereforerecommendthatAllInBloomupgradeitswebsite,andsuggestthefollowingitemsasareasforimprovement.First,itisessentialtoensurethatallwebpagesareconsolidatedandthatthecompanyisoperatingoffofonewebsite.Thiswillensurethatthecustomersareseeingaconsistentimageandreceivingqualityinformationfromonesource.Inaddition,AllInBloomshouldsimplifytheinformationbarontheleftsideofthewebpage.Thereisalotofvaluableinformationonthewebsite,however,itwouldhelpclarifythecontentforthecustomerifAllinBloomweretogrouptheinformationunderlargeumbrellaheaderstoensurethecustomercanfindtheinformationneededasquicklyaspossible.ThewebsitemustbeatoolforsellingproductforAllInBloom.WerecommendthatAllInBloomaddinformationspecifictoitshotelandmeetingcentertargetmarket,delineateservicesoffered,pricingofservices,andmostimportantly,displayproductavailableforpurchase.Inadditiontocreatingaphysicalportfolioofavailableproduct,werecommendthatAllInBloomalsocreateanonlineportfoliothatcontainsexamplesofcreativeproductdisplaysdesignedbytheowners.

(i) Figure8.ProposedWebDesign&LayoutforAllInBloom

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SocialMediaPresence:Withthehighpresenceofindividualsthatusesocialmediawebsitesdaily,itisimperativethatAllInBloommaintainandcontinuetodevelopitspresenceonFacebookandjoinTwittertoreachmorepotentialtargets.Currently,AllInBloomhastwoFacebookpages.Thiscreatesconfusionforindividualswhensearchingforaccurateanduptodateinformation.WerecommendthatAllInBloomestablishoneofthecurrentpagesasitsprimarypage,anddeletethesuperfluousaccount.Facebookisacostfreewaytoadvertiseproductandcurrentpromotions.WerecommendthattheownersuseFacebooktoshareinformationaboutavailableproductanduploadphotosofproductoptionstodisplaytheircreativity.Facebookshouldalsobeusedtoupdateinformationaboutpromotions,suchastheproposed“FindmyVan”,locationandhours,websiteaddressandTwitteraccountinformation,inordertoprovidecustomerswithanyandallinformationforAllinBloom.

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WealsorecommendthatAllInBloomcreateaTwitteraccountandupdateitdailywithinformationaboutnewproductlines,postpictures,andprovideinformationaboutpromotions.BelowisasamplescreenshotofpossibleTwitterpoststhatAllInBloomcanuseforitscommunications:

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Arrangement PhotographyPortfolio:Whenmeetingwithapotentialclient,theownerswouldbenefitgreatlyfromtheutilizationofamid‐sizeprintedandboundprofessionalphotographyportfoliospeciallydesignedtoshowcasearrangementsdesignedforcurrentorpastclientele.ThesephotoswillserveasaplatformforfutureclientsandemphasizethestandardsandservicetobeexpectedfromAllInBloom.Theportfolioshouldconsistofonlyhighleveldesignarrangements,well‐keptlocationsanduptodatephotographs.Thefocusofallthephotographsmustemphasizenotonlythearrangementsbuthowthearrangementsenhanceandcomplimentthespaceinwhichtheyreside.Theportfolioshouldconsistofnotlessthan10andnomorethan20individualarrangementphotographs.Duetochangesintrendsandstyles,thephotographsshouldbeupdatedatleasteverytwoyears.Thiswillensurethatafresh,moderndécorisestablishedandportrayedtopotentialclients.Someexamplesofprofessionalphotographsofarrangementsinalobbysettingareshownbelow:

(RichardCalhoun,2010)

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ArticleX. Promotions

(i) Table3.BreakEvenAnalysisTableofPromotionalIdeas

RecommendationFixedCost

(inDollars)Dollars

(tobreakeven)

NumberofCorporateEvents

(toBreakeven*)

Notes

SpreadtheLove $480 $1,200 2 24Weekprogram,250businesscards

AllInNetwork $1,750 $4,375 6ChamberofCommercemembership,6displaysforeventsatcost

FindMyVan $4,200 $10,500 13 Vanlogo,bouquetsandupdatestowebpage

SocialStems $225 $2,250 3 Foodandwine,flowersandsupplies

BuckeyesInBloom $400 $1,000 2OhioStatelicenseagreementandFairLaborAssociationagreement

*BasedoninformationprovidedbyOwnersat$800percorporateevent

Allcostsassumedusing40%margin NOTE:Forallrecommendations,totalbreakevendollarsequals$19,325.

SalesrevenuetobreakevenforallpromotionscanbereachedwithanexclusivecontractforaneventscentertoprovidearrangementssimilartotheBlackwellaccount.

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“SpreadtheLove”

1) Purpose:TospreadthewordofAllInBloomtomorecontactsinmarket,leadingtonamenotorietyandnewcontracts.

2) Description:Witheverynewcontractsigned,thecustomerwillreceiveafree“Spread

theLove”flowerarrangementtogifttoafriend.Everyonelovesreceivingflowers,andnowthattheyarefreetogive,customerswilllovetogivethemaswell.

3) Howtobuildthe“SpreadtheLove”marketingcampaign:Spreadingthelovewillbe

easy;withevery24‐weekcorporatecontractsigned,thecustomerwillreceiveaspecialcardwithagiftcodeprintedonit.Whencustomerchoosestoredeemthe“SpreadtheLove”arrangement,theywillcallinandorderthebouquetwithprovidedgiftcodesotheycantracktheparticipation.

4) Cost:

a) BouquetofFlowers–1FreeSpreadtheLoveDesignerschoiceflowerarrangementper24week,minimumcontractvalue$50/week(Giftvalue$50.00+freedeliveryvalueof$10.00.Totalgiftvalue$60,totalcosttoAllinBloomis$30)

b) PromotionCards‐abusinesscardwithexpirationdateandadditionalrandomcode

printedboxof250$21.48.

5) Breakeven: Basedon40%margin

Onenew(24week)$1200accountpaysfor15“SpreadtheLove”giftredemptionsat$30costeach.

6) Goal:Togrowtheweeklycontractcustomerbase.WefeelthataFREEgifttogiveisthe

BESTgifttogive.Asyoudeliverthisfreegiftyouwillhavethechancetowinanotherclienttoeitherasingletimefloweruseoracontractbaseclient.

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“AllInNetwork”

1) Purpose:TakeadvantageofSueandStephanie’seffervescentpersonalitiesandsuperiorsellingskillsbynetworkingwithotherColumbusareabusinesses.

2) Description:EnrollAllInBloomintheColumbusChamberofCommerce.Potentially

enrollintheOhioChamberofCommerceinthefuture. 3) BenefitsofandopportunitiesgeneratedbyChambermembership:Dozensof

eventsareheldeachyearthatpresentopportunitiestomeetpotentialclients.Someeventsmayyieldopportunitiestoprovidecenterpiecesorflowerarrangementsthatcouldleadtofutureorders.Thesearrangementscouldbediscountedtocost,withrecognition,andconsistofoverstockflowerstominimizethecost.Alloftheotherpromotionalideascouldbeopeneduptochambermembersandpromotedthroughthechambersystem.Membershiplistsofferdirectcontactsinourtargetmarketwhomaybemorewillingtotalktoafellowmember.ManybusinessesusetheChambercontactstofindlocalvendorsforproductsandservices.Chambermemberscouldbeoffereda10%discountforusingAllInBloom’sservices.

4) Cost:

MembershipduestotheColumbusChamber‐$250peryearArrangementsforuptosixeventsperyearat$250each‐$1500


Addingone$625accountpaystheyearlyduesof$250 Addingone$1250accountpaysforoneChambereventat$500 Addingone$4375accountpaysfortheyearlyduesof$250andsixevents

totaling$1500 6) Goal:TogenerateleadsfornewcontractsandopportunitiestodemonstrateAllIn

Bloom’sexpertiseandcreativity.

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FindMyVan”

1) Purpose:IncreaseexposureofAllInBloomtoneweventcoordinatorsacross

ColumbuswhilesimultaneouslybuildingwebtrafficandpresenceonFacebookandTwitter.

2) Description:Oncepermonth,AllInBloomwillparkthecompanyvan(withcompany

logo)atarandomlyselectedhoteland/oreventcenterinavisiblelocationaroundtheColumbusmetropolitanarea.Oncethevanisplaced,aTweetandFacebookpostwillbesentouttosaythatthe“FindmyVan”contestison.EventcoordinatorsregisteredtofollowAllInBloomonTwitterorFacebookwillreceivethisupdate.ThefirstparticipanttofindthevanandpostapictureofitonAllInBloom’sFacebookpagewillreceivea“SpreadtheLove”coupon(designer’schoiceproductatavalueupto$60)courtesyofAllInBloom.Usingthe“SpreadtheLove”couponwilllinktwopromotionstogether,creatingcontinuityofbrandingwhilealsoincreasingwordofmouthadvertisingandcompanynamerecognition.

3) Howtobuildwebpresencetomakeaneffectivecampaign:Fromitsmembershipin

theColumbusChamberofCommerce,AllInBloomwillobtainalistofeventplannere‐mailaddressesfromtheColumbusmetropolitanarea.Eventplannerswillreceiveane‐mailaboutthepromotion,aswellasaboutthecompany’sFacebookpageandTwitteraccount.Participantswillhavetogotothecompanywebsiteandregister(name,company,phone,andemailaddress)toreceiveinformationabouttheTweets/Facebookpostsforthepromotionandbeabletofollowthecompanyonbothsocialmediasites.CollectingthisinformationwillalsoallowAllInBloomtobegintobuildalistoftargetstopursue.

4) Cost:

BouquetofFlowers–1permonthx12months@$50value=$600Listofemailaddresses=freeduetomembershipwiththeColumbusChamberVanlogo/wrap=$2100Updatestocompanywebsitetorunthepromotion=Totalof$1,500

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5) Breakeven: Basedon40%margin Addingone$3750accountpaysforthefirstyear’scostsof$1500updateto

website Addingone$6250accountpaysforthevanlogo/wrap(onetime)costof$2100 Maintainingone$1500accountpaysforthe$600yearlyexpenseafteryearone

6) Goal:Thecostofthispromotionishigherthantheaveragepromotionpresentedinthis

marketingplan.However,thispromotionincludeswebsiteupgradesthatwillallowAllInBloomtobegintogatheritsowntargetedlistofeventcoordinators.Thiscampaignwillalsohelptheclientbegintobuildawebpresence,whichwillbeinvaluableinthefuture.Anothergoalofthispromotionistoengageemployeesinthepromotion.WewouldsuggestthatanemployeeotherthanSueorStephanierunthispromotionandberesponsibleforsocialmediaupdates.ThispromotionalsointegratesthenewbrandingthemeforAllInBloomthroughthevanwrapupgrades.Usingthevanwrap(onetimecost)willincreasenamerecognition,aswilluseofthe“SpreadtheLove”couponastheredeemableprizeforwinningthe“FindmyVan”contest.

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“SocialStems”

1) Purpose:Actascustomerappreciationeventandnetworkingopportunityofcurrent

clientbaseandpotentialclients.Reallyallowtheownerstoshowcasetheirtalentasdesignersandfocusontheircustomerserviceandpositiveattitudes.

2) Description:OneFridayeveningperquarter(afterhours)from7‐9p.m.,AllInBloom

willhostasocialhour&teachingeventforalltheircurrentclientsandanyoutsidevendorsofeventcenters.Cheese,veggiesandwinemaybeservedtoactasanicebreaker.Clientswillbeinvitedtocometoaworkshopandparticipateinatutoringsessionofsmallfloralpiece,suchasaboutonniereorcorsage.Eacheveningwillfocusonadifferentdesignelementandallowtheownerstointeractwiththeircustomersandpotentialclientsonamorepersonallevel.

3) Howtobuildthe“SocialStems”marketingcampaign:AllInBloomwillsendout

notificationthroughitscurrente‐maildatabase,Facebook,andTwitteraccounts.Similartothe“FindMyVan”promotion,eventplannerswillreceiveanemailabouttheFridayevents,whichwillalsocontaininformationaboutthecompany’sFacebookpageandTwitteraccount.AllInBloomwillcreateaneventonFacebooktotrackRSVPs.Attendeescanalsoregisterviaemail.

4) Cost:“SocialStems”

Food&Wine=$75.00Flowers=10participants(vary)x$10perperson=$100.00Supplies(non‐floral)=10participants(vary)x$5perperson=$50.00Total=$225.00


Addingone$563accountpaysforone“SocialStems”event Addingone$2250accountpaysforayearofQuarterly“SocialStems”events

6) Goal:Thecostofthispromotionisverylowincomparisontootherpromotionalideas.

However,itdoesruntheriskoflosingcustomersduetotheknowledgeofflowerarrangementsbeingtaught.Thereforewesuggestthatthedesignaspectoftheeventnotbetooadvancedorincludeitemsthatcouldpotentiallytakeawayfromthetargetmarketniche.Theultimategoalistostrengthenthecurrentcustomerbaseandgainothereventcentersasnewclientsthroughwordofmouthrecommendationsbysatisfiedclientsandbyshowcasingtheowners’personalitiesanddesigntalents.

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BuckeyesInBloom

1) Purpose:TomaximizeonitscurrentrelationshipwiththeBlackwell,andgainappealtothemajorityofresidentsintheColumbusarea,webelieveestablishingaclosertiewithTheOhioStateUniversitybydevelopingofficialOhioStatemerchandisewillprovideanicheinthetargetmarket.Withthis,werecommendpotentialcomplimentarygoodstothefurtherenhancethisbrand.

2) Description:TolegallycreateofficialOhioStateUniversitymerchandise,AllInBloomwillneedtogetalicensepermitthroughTheOhioStateUniversity.Theapplicationforalicenseisfreeandthelicensefeeitselfisfaircomparedtothecoststhatwereinitiallyanticipated.Whenthecompanyisfirstlicensed,AllInBloomwillpaya$300advanceonroyalties.Theroyaltyrateis12%,figuredonthewholesaleprice.Saleswouldneedtobereportedquarterlyandroyaltiesduearedeductedfromtheinitial$300andthenroyaltiesarepaidasduegoingforward.The$300advanceisdueannuallywhenthelicenserenews.OthercoststhatwouldberequiredforthelicensingincludejoiningtheFairLaborAssociationwithanannualcostof$100andproductliabilityinsurance,ifneeded.

3) BenefitsofandopportunitiesgeneratedbyOSUlicense:Basedonthesupportfor

TheOhioStateUniversitybrandintheCentralOhioarea,havingadirectlicensedaffiliationwithTheOhioStateUniversityprovidesavenuesforAllInBloomcurrentlynotbeinggarneredbyotherfloralcompanies.ThiscouldprovideAllInBloomwithacompetitiveedgeinitstargetmarketduetothisaffiliation.

AllInBloomcanaddcomplimentarygoodstoitsdisplaysthatothercompetitorsdonotcurrentlyprovide,inadditiontocreatingdisplaysthatincorporatetheOhioStateUniversityscarletandgraycolors.OhioStateUniversityitemssuchasbuckeyeleaves,BrutusBuckeye,helmetsandmemorabiliaareanicheitemforitstargetmarket.ItisanticipatedthatourtargetmarketmayfindthisitemofinterestyearroundwithparticularhighinterestduringtheOhioStateUniversityvs.UniversityofMichiganfootballweek,bowlgames,andbasketballNCAAtournament.

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4) Cost:Abreakevenanalysisofthisrecommendationwouldneedtobesummedbased

ontheinitial$400investmentthentakinga12%percentagediscountoffthewholesalecostofthemerchandisesold.Forthebreakevenanalysis,onlythe$400wascalculated.Tooffsetthe12%royaltyfeetoOhioState,AllInBloomcouldaddanadditionalchargeonitsretailpricetoaccommodateforthismarkup.


Addingone$1000accountpaysforthelicenseforoneyear. 6) Goal:ThispromotionwillprovideAllInBloomwithastrongnicheinthefloralindustry

andmoreimportantly,ourdefinedtargetmarket,intheCentralOhioarea.

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Section10.02 SecondaryAssociationsOneofthesecondaryassociationsthatcouldbeusedtothebenefitofAllInBloomisthroughitscurrentconnectionswithTheOhioStateUniversityattheBlackwellandFawcettCenterandbyobtainingalicenseagreementwiththeuniversity.WithregardstotheBlackwellandFawcettCenter,AllInBloomshouldobtainatestimonialfromarepresentative(s)ofbothclientsdescribingthequalityandservicethatAllInBloomhasprovided.AsfortheOhioStateUniversitylicenseagreement,includedinAppendixAandB,associatingtheAllInBloomnamewiththeOhioStateUniversitywillprovideinstantcredibility,evenforthosenotfamiliarwiththefloralindustry.Tofurtherenhancethisassociation,specialplacardscouldbecreateddepictingthisassociation.Further,theseplacardscouldbesentontootherentitieswithintheUniversitywhichuseflowerarrangementstofurtheradvancebusiness,mostnotablythemedicalcenterandallitsaffiliates.

(i) Figure9.ProposedadvertisementforAllInBloomPartnershipwithTheOhioStateUniversity

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ArticleXI. Place

Section11.01 RetailStore

CurrentlyAllInBloomislocatedataretaillocationwithintheWorthingtonarea.ThestorefrontisopenMondaythroughFridayfrom9amto6pmandSaturdayfrom9amto3pm.BasedonpasttaxrecordsprovidedbyAllInBloom,rentappearstobearound$1045amonth.Forthetargetmarket,aretaillocationofthestoreisnotasimportantastheservicethatisanticipatedforthecompany.Asopposedtoatheircurrentspace,whichisahybridretail/warehousearrangement,thereispotentialcostsavingstolocatethefacilitytoamoretraditionalwarehouselocationwhererentcouldpotentiallybelowerinadditiontotheeliminationofmaintainingatraditionalstorefrontandtheassociatedoverheadinvolved.ThekeycomponenttoalocationforAllInBloomistobegeographicallylocatedintheCentralOhioarea,sothatitmayservethemarketwithlittledelay.Inadditiontomovingtoawarehouselocation,itcouldalsopotentiallyreducetaxesonthecompanybasedontheareawherethewarehousewouldbelocated.AnotherfactorinlocationforAllInBloomisitsemployeebase.Manyofitsdesigners,part‐timeandseasonalhelpcomefromcollegestudents,predominantlyfromTheOhioStateUniversity.AllInBloomshouldconsideralocationwherethesepotentialemployees,inparticulardesigners,wouldconsiderAllInBloomoveranotherfloristduetothisconvenience.

Section11.02 ServiceArea/TransportationThelocationselectedbyAllInBloomshouldalsotakeintoconsiderationeaseofaccesstomajorthroughwaysthroughouttheCentralOhioarea.Beinglocatedclosetooneofthemajorinterstatescouldleadtoaquickerdeliverytimeandaddedcustomersatisfaction.Asimportant,AllInBloomshouldtakeintoconsiderationlocationsinthecitywheretrafficcongestionisroutine.Pickingafacilitylocationwheretrafficdisruptionsareroutinecouldpotentiallyleadtoelongateddeliverytimes.

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FinancialAnalysisWhenwefirstmetwithSueandStephaniewefoundtheyhadamarketingbudgetofapproximately$7,500.Wehavecreatedamarketingpromotionproposalthatwouldcomeinundertheirbudgetby$445.However,webelievethatourmarketingplanwillreturntheirinvestmentinaveryshorttimeandgrowtheirbusiness.Byaddingonlythree(3)newclientswithayearlycontractat$800permonth,$28,800inrevenueisgeneratedwhichmorethanpaysfortherecommendedpromotions.

(i) Table4.FinancialAnalysisTableforAllInBloom

Recommendation FixedCost(inDollars)

Dollars(tobreakeven)

SpreadtheLove $480 $1,200

AllInNetwork $1,750 $4,375

FindMyVan $4,200 $10,500

SocialStems $225 $2,250

BuckeyesinBloom $400 $1,000

TotalCosts $7,055 $19,325 NewClients 36 AverageNewClientContract $800 TotalMarketingPlanRev $28,800 TotalMarketingPlanProfit $9,475

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ConclusionAllInBloom’scustomerserviceandownerinvolvementisthecornerstoneofitsbusiness.Itprovidesthebestpossibleopportunityforbusinessdevelopmentandmaintaininglongtermcustomersatisfaction.AllInBloommusttakeadvantageofthisstrength,anduseittopursueandmaintainlongtermcontractsinthehotelandmeetingcentertargetmarket.Charismaandpersonalityprovideampleopportunityforgrowingbusinessandobtainingmarketshare.Bypursuinginteractivepromotionsthatplaytodisplayingtheowners’personalities,dedication,andinvolvementindevelopingcreativeproduct,AllInBloomwillshowtheCentralOhiohotelandmeetingplanningmarketplacethatcustomerserviceandqualityproductisitsnumberonepriority.CharismaandhighqualitycustomerserviceiswhereAllInBloomdifferentiatesitselfandwhatitmustrelyontogrowitsbusiness.

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AppendixAppendixA.

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AppendixB.

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References1. Clipartdaisyflowersfromwww.shutterstock.com,editedandre‐designedfor

marketingprojectandusedforeducationalpurposesonly.Nottobeusedforbusinesspurposes;unlesspurchasedbyAllInBloom.

Lang,N.18338494.Colorfuldaisyflowervector,oneofaseries.ShutterstockImages

LLC,http://www.shutterstock.com/pic‐18338494/stock‐vector‐colorful‐daisy‐flower‐vector‐one‐of‐a‐series.html.

Lang,N.20460073.ShutterstockImagesLLC.Colorfuldaisyflowervectorpossible

businesscard,oneofaseries,http://www.shutterstock.com/pic‐20460073/stock‐vector‐colorful‐daisy‐flower‐vector‐possible‐business‐card‐one‐of‐a‐series.html.

RichardCalhoun.(2010).OldTownFlorists.Retrieved042012,fromRichard

Calhoun:OldTownFloristInthePearlDistrict:http://www.oldtownflorist.com/about‐corporate.aspx

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