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Cheryl & Co Case Presentation

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Nj Lopez-Tan
Nj Lopez-Tan

This is a direct marketing case analysis for Cheryl & Co.

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Cheryl & Co. ,[object Object]
Case Background ,[object Object],[object Object],[object Object],[object Object]
Case Background ,[object Object],Source: 1-800-Flowers 2010 Annual Report 2010 2009 2008 2007 2006 Total Net Revenues $667.7M $714M $739.2M $725.7M $584.8M Gross Profit Margin 39.8% 39.4% 42.2% 42.2% 40%
Case Background ,[object Object],[object Object],Source: 1-800-Flowers 2010 Annual Report
Statement of the Problem ,[object Object]
Objective ,[object Object]
Areas if Considerations ,[object Object],[object Object],[object Object]
Theoretical Framework ,[object Object]
Theoretical Framework ,[object Object],STRENGTHS WEAKNESSES ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],THREATS OPPORTUNITIES ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Alternative Courses of Actions ,[object Object],[object Object]
Recommendations ,[object Object]
Action Plan Activity Time Frame Assignees Feedback Mechanism Data Extraction 1 day 1-800-Flowers Database Manager Provide excel document listing all potential customers with complete information, mailing address and items they purchased through the 1-800-flowers.com website Data Analysis 1 Week Cheryl&Co Business Analyst Provide a list of potential customers that will fit the Cheryl&Co. target market profile. E-mail Development 3 days Cheryl&Co. E-marketing department Developed e-mail template, content and trial promo offer. Cross Promotion mechanics 2 days Cheryl&Co. Marketing deparment Create promo that will induce trial (i.e. Free Shipping, 20% off, BOGO-Buy One Get One) E-mail Dispatch 30 days (1M subscriber per day) 1-800-Flowers.com Email Dispatch Team Email Dispatch Report (success rate and total failed messages) E-mail Analysis 2 days Cheryl&Co. e-mail marketing team Analyzed open rates, bounce rate, unsubscribe rate and SPAM rate. Data Analysis 3 days Cheryl&Co. Marketing Department Analyzed how many-purchased coming from the e-mail list and converted into a buying customer.
Cheryl & Co. ,[object Object]

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Cheryl & Co Case Presentation

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  • 12. Action Plan Activity Time Frame Assignees Feedback Mechanism Data Extraction 1 day 1-800-Flowers Database Manager Provide excel document listing all potential customers with complete information, mailing address and items they purchased through the 1-800-flowers.com website Data Analysis 1 Week Cheryl&Co Business Analyst Provide a list of potential customers that will fit the Cheryl&Co. target market profile. E-mail Development 3 days Cheryl&Co. E-marketing department Developed e-mail template, content and trial promo offer. Cross Promotion mechanics 2 days Cheryl&Co. Marketing deparment Create promo that will induce trial (i.e. Free Shipping, 20% off, BOGO-Buy One Get One) E-mail Dispatch 30 days (1M subscriber per day) 1-800-Flowers.com Email Dispatch Team Email Dispatch Report (success rate and total failed messages) E-mail Analysis 2 days Cheryl&Co. e-mail marketing team Analyzed open rates, bounce rate, unsubscribe rate and SPAM rate. Data Analysis 3 days Cheryl&Co. Marketing Department Analyzed how many-purchased coming from the e-mail list and converted into a buying customer.
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