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

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

3. Environmental Scan

 Economic Impact-
 Competition-

4. Environmental Scan
Continued

 Technology Trends-
 Political Contributions-

5. Environmental Scan
Continued

 Social Culture Trends-

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

7. Mission Statement

 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.

8. 

9. Direct Competition


10. Substitutions

 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

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

12. Target Market

Segmented by Income

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

14. Price

 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

15. Distribution

 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

16. 

17. Distribution Continued

 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.

18. Promotion

 Magazine Ads
 Seventeen
 Glamour
 Self
 Product Placement in Movies
 Word of Mouth

19. Promotion

 http://youtu.be/BM89EgWx_Gs
 http://youtu.be/NkZaVS0wrI8
Overall
Message:

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

21. Recommendations
Continued

 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

22. Recommendations
Continued

 Place:
 Online-
 All of Tiffany‟s products are not displayed online
therefore making it harder on consumers

23. Recommendations
Continued

 Promotion:
 Sponsor Miss U.S.A. pageants
 Crowns and jewelry could be
made from Tiffany‟s diamonds
Sponsor Miss Universe
pageants

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

25. Works Cited
