Tiffany & Co. Marketing Campaign

1. Tiffany & Co. Anthonia Adeyemi-Akande Kyra Liddell Jennifer Murdix Wesley Olivo Dice Reyes Katie Sexton Donsia Wilburn

2. Founded 1837 A jeweler and specialty retailer: -Jewelry -Timepieces -Sterling silverware -China crystal -Stationery -Fragrances -Accessories Headquartered in New York City, New York Introduction

3. Economic Impact- Competition- Environmental Scan

4. Technology Trends- Political Contributions- Environmental Scan Continued

5. Social Culture Trends- Environmental Scan Continued

6. Strengths- Founded in 1837, well known Ethical and professional Well-developed website Technologically up-to-date, apps for the iPhone Weaknesses- Too focused on expanding rather than on the competition with current products Exclusive locations: can work for and against the company High prices Opportunities- Men’s growing interest in fashion Expansion of other product lines Advances in technology Sales and new promotions New lines for men New lines for special occasions: Religious celebrations, birthdays, newborns • Rather than expanding locations expand in length, width, and depth through product lines • Have sales on product lines while introducing new ones • Expand into different markets that appeal to more people Threats- • Strong rivalry in the market: Zale’s, Blue Nile, Signet • Product substitution • High-end equals a high price • Consumer spending declining due to the recession • Other competitors allow for customization • Increase their outreach to customers • Create more convenient locations • Highlight that their company is eco-friendly and ethical in magazine ads, new trend of green living • Create a customization link on the website to base an order off of a specific jewelry line and then customize details to it SWOT Analysis

7. Tiffany & Co. Foundation’s Mission- To protect the beauty of nature and the creativity of human nature. Tiffany & Co. ‘s Mission- Seeks to enrich the lives of customers by creating enduring objects of extraordinary beauty that will be cherished for generations.  Mission Statement

8. Direct Competition

9. Zales : More than 1,870 stores Offers the lowest price possible Elastic customers Blue Nile: An online retailer Ease of contemporary technology Signet Jewelers: Owners of Kay and Jared Located in or near shopping malls for convenience Substitutions

10. Customers find high quality products under one roof Due to economic health consumers are more likely to want to spend less money Indirect Competition

11. Target Market Segmented by Income

12. Sold world wide Company is in the maturity stage of the product lifecycle Well established Has been around since 1837 Product & Positioning

13. Jewelry price ranges from $125 - <$20,000 Firm believer in maintaining their luxury prices Offers no discounts Provides free shipping with any online purchase Pricing strategy aids Tiffany’s in upholding a competitive value in the high-end jewelry market Price

14. World wide Direct distribution channels Engaged in product design, manufacturing, and retailing activities Distributes in physical stores, from business-to-business, as well as online Direct Marketing- U.S. internet, direct mail, and catalog Distribution

15. Exclusive Distribution- A situation in which only certain dealers are authorized to sell a specific product within a particular territory. The reason why they are an exclusive distribution is because you cannot get Tiffany’s and Co.’s jewelry at any jewelry store or retail store. Distribution Continued

16. Magazine Ads Seventeen Glamour Self Product Placement in Movies Word of Mouth Promotion

17. http:// youtu.be/BM89EgWx_Gs http:// youtu.be/NkZaVS0wrI8 Promotion Overall Message:

18. Product: Customization- Other jewelers such as Jarod offer customization Benefits the customer and the company Expansion- Men’s accessories Infant memorabilia and accessories Recommendations

19. Price: Rewards Program 20 points per $50 of merchandise purchased Once customer reaches a minimum of 100 points customer could receive $20 in Tiffany bucks to go towards their next purchase with the company Recommendations Continued

20. Place: Online- All of Tiffany’s products are not displayed online therefore making it harder on consumers Recommendations Continued

21. Promotion: Sponsor Miss U.S.A. pageants Crowns and jewelry could be m ade from Tiffany’s diamonds Sponsor Miss Universe pageants Recommendations Continued

22. Guerilla Marketing- Tie bows around major cities Create a press release stating “What’s Tiffany’s without the blue box?” Recommendations for Promotion Continued

23. Works Cited