2. Agenda
Brand Overview
CBBE Model
Issues and problems
Limitations
Recommendations & Q&A
3. Tiffany &Co.
Brand Overview
• By Charles Lewis Tiffany &
Teddy Young,
• New York, 1837
• 76 best global company
• Prominent Tiffany Blue box
• Introduced 925 silver
standard and metric carat
• Initiator of 6-prong
diamond
16. Brand Elements-Logo
Luxury and classic Simple 3 Quality &
Not meaningful and outstanding 2 Reputation
1
Luxury Classic
Image
Meaningful Outstanding
Should they add some
elements in logo to
differentiate?
17. Brand Elements- Slogan
Have you ever heard any Slogans of Tiffany & Co.‟s ?
60
50 “There is only one True
40
Love.”
30
Have a consistent
20
slogan for the whole
10 brand
0
Yes No
18. Brand Personality
• Sophisticated and upper class
• Competent and reliable
• Lack of Excitement and sincerity
• Not rugged at all
Be more fun!
19. Users Profile
25-45 female
In a relationship or married
Middle-upper class
Elegant and charming
20. Brand quality
Quality ranking between the two
9.0 brands are similar
8.0
7.0
6.0 Price are more acceptable than
5.0 Cartier
Brand credibility
4.0
3.0
2.0 In customer‟s mind, the
1.0 perceived reputation and
0.0 design of Tiffany are lower than
Tiffany & co
Cartier
Cartier
Reinforce
Reputation & quality
Improve designing
21. Leveraging 2nd Association
Product Placement
Movies
Breakfast at Tiffany‟s
Bride War
Series
Gossip Girl
Desperate Housewives
23. Leveraging 2nd Association
Sponsorships
Tiffany & Co.
sponsors skate at
Somerset House in
London during 2010
Christmas
Tiffany light their
Christmas Tree in
Hong Kong
24. Leveraging 2nd Association
40 percent of possibility they would
buy Tiffany & Co.
35
30
25
20
15
10
5
0
least 20% 40% 60% most
likely likely
25. Feelings
Social approval, romantic
Middle warmth & sense of security
Low fun and excitement towards Tiffany & Co.
Need to enhance
2.5
fun/excitement and
warmth/sense of security
Romantic
2 Social
approval Pride
Esteem
1.5
Sense of
1 Warmth security
Excitement
0.5
and passion
0
-0.5 Fun
27. Variation of
Purchase And Non-purchaser
Purchaser
Non-Purchaser
Make the store more
2.5
welcoming
2
1.5
1
0.5
0
Popularity among Store's Welcomeing
Reference Group
29. Tiffany & Co. & Facebook
Over 2 million LIKEs, 3 times over Cartier
Over 50 thousand TALKING about the brand, 5 times over Cartier
Maintain social
media interaction
30. Overall Attitude
Average in Neutral
Need to be improved
Overall attitude towards to Tiffany & Co.
Very Very
Unfavorable Neutral favorable
32. Recommendations
Beware of the importance of
cultural elements in products
Strengthen awareness of men‟s
collection
Increase brand breath
Market supervision
Store more welcoming
Consistently use a same slogan
particularly for the brand
Maintain social media
interaction
33. Localisation of Products
Tutti Frutti
Indian
Cartier launches localised accessories into different markets
Consider this, tiffany could
Hire local designers
Incorporate cultural elements into products
Panda - China
Eiffel tower - France Dragon
China
35. Extend Brand Breath
“ While a ring on the left hand symbolized
love and commitment, a ring on right-hand
is a statement of individuality. ”
Marilyn Knight
Mosaic 2008 analysis: 51.4% of women are opting singles
Lifestyle as their preferred lifestyles.
Australia is experiencing the rise of the single
Person urban dowelling (SPDU).
Wear it on your right hand
Independent Ring
36. Recommendations
Beware of the importance of Alter customers‟ perceived
cultural elements in products association towards Tiffany
Strengthen awareness of men‟s & Co.
collection Improve the perceived
Increase brand breath reputation and design in
Market supervision customers‟ mind
Store more welcoming Products associated with
different feelings
Consistently use a same slogan
particularly for the brand Be more fun and warm
Public relationship management
37. Challenge Faced by
Tiffany & Co
The introduction of „Return to Tiffany‟ collection
From1997 to 2002, Sales rose by 2/3
57% are most familiar with silver collection
Fundamental threat raised, Tiffany &
Co is loosing its identity as a high-end
luxury brand
38. Recommendations
TIFFANY YOUNG
Beware of the importance of Alter customers‟ perceived
cultural elements in products association towards Tiffany
Strengthen awareness of men‟s & Co.
collection Improve the perceived
Increase brand breath reputation and design in
Market supervision customers‟ mind
Store more welcoming Products associated with
different feelings
Consistently use a same slogan
particularly for the brand Be more fun and warm
Public relationship management
40. Branding Strategy
• Silver collections
• Sincere, fashionable, youthful
• Slogan – A Start of Your Dream
Celebrity Endorsement Similar Package
<Pics>
41. Pros & Cons
For:
• Opportunity to reposition numbers of products and remain the
corporate brand image
• Develop new target market with a lower risk
Against:
• Uncertainty for being the first
• Cost of developing and launching a different set of
marketing/branding strategies
Notes de l'éditeur
Tiffany is not strongly perceived as a luxurious brand by customer (Cartier has a stronger associations with prestige/royal
Tiffany & co. is popular for celebrity and also sponsor celebrity through some social events.-In William and Kate’s first official arrival in U.S., Tiffany sponsor the Tiffany Blue® flags raised along the road to welcome them.-KeiraKnightley loves Tiffany & Co. Elsa Peretti Round Pendant, she wears it with everything-Tiffany also on Red Carpet
Tiffany & co. sponsor the Christmas events in other different countriesIn 2010, Tiffany & Co. sponsors skate at Somerset House in London during 2010 Christmas. Tiffany also light their Christmas tree in Hong Kong.
‘Return to Tiffany’ Collection was introduced in 1997. ‘Please return to Tiffany & Co, New York’ symbol was well known by consumers, and this simply and well-designed bracelet sold fantastically well. However, this short term sales success raised a fundamental threat to Tiffany & Co (Too many numbers of silver customers) Tiffany & Co is loosing its identity as a high-end luxury brand
-Focus on the young, such as student and people just start working. -competitors: pandora and swarovski