Marketing on the Internet: a case study of Interflora's on-line floral delivery service

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During the last part of this decade, the Internet has exerted a major influence on the business environment. To compete effectively, more and more companies use the Internet in their daily business and are present on the World Wide Web, with the result that traditional ways of performing marketing activities no longer apply. This thesis aims to explore and describe the objectives for companies to conduct on-line marketing and the effects the Internet will have on the marketing mix. We have made a qualitative case study of the on-line floral delivery service offered by Interflora AB and conducted two personal interviews and one telephone interview with three persons within the company. We found that Interflora AB only set one clear objective for marketing the floral delivery service "Blommogram" on-line and that was to increase the sales by attracting new customers. The main function of Interflora's Web site is to be a sales channel and the "Blommogram" was found to be a service well suited for being sold on-line, using a standardized pricing strategy. To Interflora, the focus has been to create a qualitative Web site and most efforts have been concentrated on the Web site as a communication and promotion medium. As a distribution and transaction medium, the Web sit...