This document provides an overview of Tiffany & Co., a leading jewelry company. It discusses the company's products, target segments, financial performance, physical and human assets. It also outlines Tiffany's social responsibility efforts including its foundation which donates 2% of pre-tax earnings to charity. The company operates globally and its new business environment includes a smartphone app and expanding into markets like Russia.
Tiffany & Co. wants to target upper middle-class women and those looking for special occasion gifts by launching a digital strategy focused on user-generated content and a mobile app. Their goals are to appear more relatable to non-millionaires and inspire people to gift Tiffany products through shareable social media content that highlights meaningful life moments. They will measure success based on engagement, signups, app usage, sales, and social media interactions.
Founded in 1837, Tiffany & Co began as a "fancy goods" purveyor before focusing on fine jewelry and silverware in 1845. Key events include Charles Tiffany's buyout of partners in 1853 and renaming to Tiffany & Co, the opening of their flagship Fifth Avenue store in 1940, and going public on the NYSE in 1987. Tiffany is known for iconic pieces like the Tiffany Diamond and engagement rings, and for collaborations with designers like Jean Schlumberger, Elsa Peretti, and Paloma Picasso. The company produces 60% of products in-house and is innovative with new alloys like their secret-formula Rubedo metal.
Ceci est un projet fictif réalisé par Blandine DARRIEUTORT, Victoire ELLES, Louise GILLOT, Gladys PORTHAULT et Mustafa YILMAZ dans le cadre du cours Stratégies de distribution à l'INSEEC. Ce document est donc protégé par le droit de la propriété intellectuelle. Aucun plagiat ne sera toléré.
The document discusses trends in the jewelry industry and consumer preferences. It covers topics like sustainability becoming more important to consumers, especially younger generations; a demand for customization, unique designs, and storytelling from brands; an emphasis on transparency around sourcing and supply chains; and a focus on experiences over just products. Emerging trends mentioned include solo traveling, nostalgia, using technology to provide escapism, and designing with empathy and compassion. The trends suggest consumers want brands that align with their values and provide meaningful products and stories.
This document provides an overview of Tiffany & Co., a leading jewelry company. It discusses the company's products, target segments, financial performance, physical and human assets. It also outlines Tiffany's social responsibility efforts including its foundation which donates 2% of pre-tax earnings to charity. The company operates globally and its new business environment includes a smartphone app and expanding into markets like Russia.
Tiffany & Co. wants to target upper middle-class women and those looking for special occasion gifts by launching a digital strategy focused on user-generated content and a mobile app. Their goals are to appear more relatable to non-millionaires and inspire people to gift Tiffany products through shareable social media content that highlights meaningful life moments. They will measure success based on engagement, signups, app usage, sales, and social media interactions.
Founded in 1837, Tiffany & Co began as a "fancy goods" purveyor before focusing on fine jewelry and silverware in 1845. Key events include Charles Tiffany's buyout of partners in 1853 and renaming to Tiffany & Co, the opening of their flagship Fifth Avenue store in 1940, and going public on the NYSE in 1987. Tiffany is known for iconic pieces like the Tiffany Diamond and engagement rings, and for collaborations with designers like Jean Schlumberger, Elsa Peretti, and Paloma Picasso. The company produces 60% of products in-house and is innovative with new alloys like their secret-formula Rubedo metal.
Ceci est un projet fictif réalisé par Blandine DARRIEUTORT, Victoire ELLES, Louise GILLOT, Gladys PORTHAULT et Mustafa YILMAZ dans le cadre du cours Stratégies de distribution à l'INSEEC. Ce document est donc protégé par le droit de la propriété intellectuelle. Aucun plagiat ne sera toléré.
The document discusses trends in the jewelry industry and consumer preferences. It covers topics like sustainability becoming more important to consumers, especially younger generations; a demand for customization, unique designs, and storytelling from brands; an emphasis on transparency around sourcing and supply chains; and a focus on experiences over just products. Emerging trends mentioned include solo traveling, nostalgia, using technology to provide escapism, and designing with empathy and compassion. The trends suggest consumers want brands that align with their values and provide meaningful products and stories.
Tiffany & Co. is a luxury jewelry brand founded in 1837 that is known for its high quality silver jewelry and engagement rings. The brand's iconic blue boxes and logo are highly recognizable symbols of luxury. Tiffany became very successful by clearly marking prices on all goods and only accepting cash payments, which established it as a high-end brand. The company continues to market primarily to wealthy customers around the world and has adapted to new digital strategies to appeal to younger generations.
This document summarizes a proposed advertising campaign for Swarovski from May 2012 to April 2013 by the Blue Wave Advertising agency. The campaign aims to engage younger customers aged 20-30 in Northern Ireland and increase awareness, change perceptions, and boost sales of Swarovski jewelry. It involves three separate campaigns around major occasions and uses magazines, billboards, social media, and product giveaways. The majority of the £100,000 budget is allocated to communications and advertising, with promotions and public relations also featured. Research on the target audience and effectiveness measurements are incorporated.
Hermes targets high-income customers interested in luxury fashion. It focuses on mature, female customers who value designer brands and status symbols. Specifically, Hermes aims for wealthy individuals, dignitaries, and celebrities who can afford its exclusive, high-priced leather goods and waitlists. While selling in low volumes, Hermes maintains high profit margins. It positions itself through symbolic and experiential marketing that emphasize the brand's values of creativity, uniqueness, and craftsmanship. This strong brand positioning has made Hermes iconic and gained customer loyalty.
This document provides an overview of LVMH, the world's leading luxury group. It operates 70 luxury houses across five major sectors: wines and spirits, fashion and leather goods, perfumes and cosmetics, watches and jewelry, and selective retailing. Key figures for 2017 show revenue of €46.8 billion and profit from recurring operations of €10 billion. LVMH is a family-run group led by Bernard Arnault and has a long-term vision focused on creativity, craftsmanship, and responsible business practices.
Christian Dior was founded in France in the 1940s specializing in apparel, fragrances, and jewelry. It targets the middle and upper classes through stores and retailers. Dior recognizes the need to improve its digital marketing strategy, allocating over half its budget to social media like Facebook, Twitter, and YouTube which have a global reach at lower cost. An improved website integrated with social media could help drive visibility and sales through easy navigation and responsiveness.
Cartier was founded in Paris in 1847 and established as a luxury brand worldwide in the early 20th century. As a luxury brand, Cartier targets consumers who spend heavily on famous brands to enhance their image. It positions itself through legacy, elegance, and fine craftsmanship. Cartier's marketing mix emphasizes superior experience through performance, paucity, persona, and association with public figures. While known predominantly as a jeweler, opportunities exist in the growing luxury watch segment in emerging markets.
This PR campaign outlines Tiffany & Co.'s objectives and strategies for the Belarussian market. The key objectives are to position Tiffany as a must-have luxury jewelry brand compared to local options, convince consumers that authentic Tiffany jewelry is affordable and desirable, and establish Tiffany as a recognized player in the Belarusian jewelry industry. Tactics include partnering with women's magazines and TV shows, hosting industry events, and distributing press releases and newsletters about new collections. The overall strategy is to promote Tiffany as a modern global brand offering timeless, high-quality jewelry and exceptional customer service.
Cartier is a luxury brand founded in Paris in 1847 known for jewelry worn by royalty. The document outlines Cartier's plan to target young professionals and influence social media by photographing influential customers wearing Cartier products at exclusive events to create envy and desire among others to emulate celebrities and attain higher social status. The goal is for Cartier to become strongly associated with social class distinction.
Strategic Brand Management covers topics such as the history of watchmaking, key figures like Patek Philippe and Adrien Philippe, and the development of Patek Philippe into the premier luxury watch brand known for craftsmanship, heritage, and accomplished individuals. The lecture discusses the brand's values like tradition, excellence in design and manufacturing, and balancing craftsmanship with innovation to produce highly complicated watches and jewelry to this day. Patek Philippe has established itself as one of the most prestigious watch brands in the world through over 175 years of watchmaking expertise, accomplished owners and artisans, and upholding traditions while embracing modern times
This document analyzes collaborations between Céline and artists FOS and Sabine Marcellis. It discusses how Phoebe Philo, as creative director of Céline, chooses collaborators that align with her vision of minimalism, functionality, and empowering women. The collaborations enhance Céline's brand identity and exclusivity through store designs and runway shows. While the collaborations help promote the brand, they could also be seen as elitist due to the preference of all involved for privacy.
Tiffany & Co. has a long history in fine jewelry but has struggled in the luxury watch market. This document proposes a new watch concept and strategy for Tiffany. It involves focusing on women's watches that resemble jewelry, creating them through a joint venture with an experienced watchmaker, and positioning the brand as the only mechanical women's watch that combines craftsmanship and elegant design. The strategy segments the market as independent women seeking luxury, and sets objectives to outperform market growth and become the most coveted women's watch brand. It outlines product collections, pricing, placement in Tiffany stores and an omnichannel approach, and a promotion strategy using events, sponsorships, social media and augmented reality to increase awareness
Swiss watch manufacturer founded in 1851, located in Geneva and the Vallée de Joux. Manufactures timepieces and movements, including some of the most complicated mechanical watches.
Les Stratégies Marketing du Luxe : Le Kelly d'Hermès, du sac à main à l'icône...Kim Przybyla
Mémoire de fin d'études sur les stratégies marketing entourant le fameux sac Kelly d'Hermès
Sciences Po Toulouse
Présenté par Kim Przybyla
Sous la direction de Jean-Marc Décaudin
Note : 17/20
ouis Vuitton Malletier – commonly referred to as Louis Vuitton (French: [lwi vɥitɔ̃], commonly /ˈluːiː viːˈtɒn/), or shortened to LV – is a French fashion house founded in 1854 by Louis Vuitton. The label is well known for its LV monogram, which is featured on most of its products - this ranging from luxury trunks and leather goods to ready-to-wear, shoes, watches, jewellery, accessories, sunglasses, and books. Louis Vuitton is one of the world's leading international fashion houses; it sells its products through standalone boutiques, lease departments in high-end department stores, and through the e-commerce section of its website.[2][3]
Tiffany & Co. is a luxury jewelry brand founded in 1837 that is known for its high quality silver jewelry and engagement rings. The brand's iconic blue boxes and logo are highly recognizable symbols of luxury. Tiffany became very successful by clearly marking prices on all goods and only accepting cash payments, which established it as a high-end brand. The company continues to market primarily to wealthy customers around the world and has adapted to new digital strategies to appeal to younger generations.
This document summarizes a proposed advertising campaign for Swarovski from May 2012 to April 2013 by the Blue Wave Advertising agency. The campaign aims to engage younger customers aged 20-30 in Northern Ireland and increase awareness, change perceptions, and boost sales of Swarovski jewelry. It involves three separate campaigns around major occasions and uses magazines, billboards, social media, and product giveaways. The majority of the £100,000 budget is allocated to communications and advertising, with promotions and public relations also featured. Research on the target audience and effectiveness measurements are incorporated.
Hermes targets high-income customers interested in luxury fashion. It focuses on mature, female customers who value designer brands and status symbols. Specifically, Hermes aims for wealthy individuals, dignitaries, and celebrities who can afford its exclusive, high-priced leather goods and waitlists. While selling in low volumes, Hermes maintains high profit margins. It positions itself through symbolic and experiential marketing that emphasize the brand's values of creativity, uniqueness, and craftsmanship. This strong brand positioning has made Hermes iconic and gained customer loyalty.
This document provides an overview of LVMH, the world's leading luxury group. It operates 70 luxury houses across five major sectors: wines and spirits, fashion and leather goods, perfumes and cosmetics, watches and jewelry, and selective retailing. Key figures for 2017 show revenue of €46.8 billion and profit from recurring operations of €10 billion. LVMH is a family-run group led by Bernard Arnault and has a long-term vision focused on creativity, craftsmanship, and responsible business practices.
Christian Dior was founded in France in the 1940s specializing in apparel, fragrances, and jewelry. It targets the middle and upper classes through stores and retailers. Dior recognizes the need to improve its digital marketing strategy, allocating over half its budget to social media like Facebook, Twitter, and YouTube which have a global reach at lower cost. An improved website integrated with social media could help drive visibility and sales through easy navigation and responsiveness.
Cartier was founded in Paris in 1847 and established as a luxury brand worldwide in the early 20th century. As a luxury brand, Cartier targets consumers who spend heavily on famous brands to enhance their image. It positions itself through legacy, elegance, and fine craftsmanship. Cartier's marketing mix emphasizes superior experience through performance, paucity, persona, and association with public figures. While known predominantly as a jeweler, opportunities exist in the growing luxury watch segment in emerging markets.
This PR campaign outlines Tiffany & Co.'s objectives and strategies for the Belarussian market. The key objectives are to position Tiffany as a must-have luxury jewelry brand compared to local options, convince consumers that authentic Tiffany jewelry is affordable and desirable, and establish Tiffany as a recognized player in the Belarusian jewelry industry. Tactics include partnering with women's magazines and TV shows, hosting industry events, and distributing press releases and newsletters about new collections. The overall strategy is to promote Tiffany as a modern global brand offering timeless, high-quality jewelry and exceptional customer service.
Cartier is a luxury brand founded in Paris in 1847 known for jewelry worn by royalty. The document outlines Cartier's plan to target young professionals and influence social media by photographing influential customers wearing Cartier products at exclusive events to create envy and desire among others to emulate celebrities and attain higher social status. The goal is for Cartier to become strongly associated with social class distinction.
Strategic Brand Management covers topics such as the history of watchmaking, key figures like Patek Philippe and Adrien Philippe, and the development of Patek Philippe into the premier luxury watch brand known for craftsmanship, heritage, and accomplished individuals. The lecture discusses the brand's values like tradition, excellence in design and manufacturing, and balancing craftsmanship with innovation to produce highly complicated watches and jewelry to this day. Patek Philippe has established itself as one of the most prestigious watch brands in the world through over 175 years of watchmaking expertise, accomplished owners and artisans, and upholding traditions while embracing modern times
This document analyzes collaborations between Céline and artists FOS and Sabine Marcellis. It discusses how Phoebe Philo, as creative director of Céline, chooses collaborators that align with her vision of minimalism, functionality, and empowering women. The collaborations enhance Céline's brand identity and exclusivity through store designs and runway shows. While the collaborations help promote the brand, they could also be seen as elitist due to the preference of all involved for privacy.
Tiffany & Co. has a long history in fine jewelry but has struggled in the luxury watch market. This document proposes a new watch concept and strategy for Tiffany. It involves focusing on women's watches that resemble jewelry, creating them through a joint venture with an experienced watchmaker, and positioning the brand as the only mechanical women's watch that combines craftsmanship and elegant design. The strategy segments the market as independent women seeking luxury, and sets objectives to outperform market growth and become the most coveted women's watch brand. It outlines product collections, pricing, placement in Tiffany stores and an omnichannel approach, and a promotion strategy using events, sponsorships, social media and augmented reality to increase awareness
Swiss watch manufacturer founded in 1851, located in Geneva and the Vallée de Joux. Manufactures timepieces and movements, including some of the most complicated mechanical watches.
Les Stratégies Marketing du Luxe : Le Kelly d'Hermès, du sac à main à l'icône...Kim Przybyla
Mémoire de fin d'études sur les stratégies marketing entourant le fameux sac Kelly d'Hermès
Sciences Po Toulouse
Présenté par Kim Przybyla
Sous la direction de Jean-Marc Décaudin
Note : 17/20
ouis Vuitton Malletier – commonly referred to as Louis Vuitton (French: [lwi vɥitɔ̃], commonly /ˈluːiː viːˈtɒn/), or shortened to LV – is a French fashion house founded in 1854 by Louis Vuitton. The label is well known for its LV monogram, which is featured on most of its products - this ranging from luxury trunks and leather goods to ready-to-wear, shoes, watches, jewellery, accessories, sunglasses, and books. Louis Vuitton is one of the world's leading international fashion houses; it sells its products through standalone boutiques, lease departments in high-end department stores, and through the e-commerce section of its website.[2][3]
Pourquoi faire appel à Petits Trésors ?
Pour offrir un cadeau personnalisé afin de fidéliser, féliciter, remercier ou promouvoir.
À qui ? À ceux qui comptent pour l’entreprise, en interne comme en externe.
N'hésitez plus, contactez-nous !
Ce n'est pas tout d'avoir un projet qui tient la route, encore faut-il le porter à la connaissance des autres. Le marketing et la communication ne sont pas réservés aux grandes entreprises. Voici comment aborder votre projet d'un point de vue marketing.
Mai 2014
Votre personnalité vous prédispose à vivre certaines émotions universelles : joie, surprise, colère, peur, tristesse et dégoût. La segmentation psychographique Émotitudes permet d'identifier les émotions de la catégorie et des propriétés médias. L'utilité consiste à obtenir une cohérence entre l'émotion du message, l'émotion du médium et l'émotion du consommateur.
Old Spice, aidée de l’agence Wieden & Kennedy, a su transformer son image, jugée auparavant ringarde, en révolutionnant le marketing viral et en s’adressant à chacun des internautes. Véritable révélation publicitaire de l’année 2010, la campagne « the man your man could smell » lui a permis de rajeunir son image, d’augmenter sa notoriété … mais également ses ventes. Utilisant l’humour et un ton totalement décalé, elle a, grâce à cette campagne 360° (print, digital et télévision) et interactive, changé son image et rejoint de nouveaux publics avec lesquels elle entretient des échanges privilégiés.
Étude de cas réalisée en 2013 par des étudiants du Master 2 Marketing Communication Culture de l'IAE de Lille. Ce plan de communication a pour concept "can't touch this" et les créations vidéos sont disponibles sur https://www.facebook.com/agencealterego.
La veille de Né Kid du 07.09.11 : Les représentations du plaisir alimentaireNé Kid
Cette semaine, dans la veille de Né Kid :
L’actu mise à nu :
• Les femmes françaises boudent la mode
• La TV reste la forme de pub la plus efficace
• Les Français et l’environnement
Point de vue : les représentations du plaisir alimentaire
Innovations et tendances :
• Une bête dans son frigo
• Le salivateur…
• Assiette visuelle
L'Avènement du "Consauditeur" | Ou comment les marques peuvent profiter de la...AS MUSIC
Le temps de la musique purement illustrative ou fonctionnelle est révolu. Dans un environnement saturé d’images et de messages, une approche pragmatique et stratégique du son par les entreprises s’impose pour se faire entendre et capter l’attention du consommateur. Car ce dernier, toujours à l’affut des nouvelles tendances, a un porte-monnaie et des oreilles : c’est un « consauditeur » : sa culture musicale s’est développée rapidement et il perçoit désormais la marque au travers du prisme de la musique.
Comment l’entreprise peut profiter de cet engouement pour générer adhésion et préférence ?
3. ü Institution américaine
ü Pionnière du design
ü Accent sur l’innovation
ü Créations uniques et
surprenantes
ü Distinction suprême dans le
milieu sportif
ü La protection de l’environnement
ü L’écologie
ü L’utilisation de papiers recyclés
pour le packaging
ü Le développement durable
ü La protection des droits de
l’homme
ü Le soutient à des associations à
but non lucratif
ü L’utilisation de pierres et métaux
de qualité noble
ü Un professionnalisme
irréprochable des conseillers et du
reste de l’équipe
✓ Valeurs de conduite
(implication du personnel,
tradition, passion etc)
✓ Valeurs sociétales
(environnement, responsabilité
sociale etc)
✓ Valeurs de compétence
(qualité, satisfaction client,
savoir-faire, excellence, service
etc)
✓ Valeurs relationnelle (
Confiance, relation clients etc)
ADN Valeurs
Territoire de
communication
Présentation de la marque
8. -> Entreprise : Tiffany & Co : marque américaine basée à NY, spécialisée dans l‘univers de la joaillerie depuis 1837.
-> Contexte : La collection Mariage de T&C « Dit Moi Oui». Cette collection tourne autour des bagues de fiançailles et des alliances.
C’est une campagne publicitaire tournée autour de différents types de couples.
-> Problématique : Comment T&Co peut se différencier à travers leur campagne de pub et devenir une référence en bijoux de
mariage ? Comment Tiffany peut vous accompagner dans les moments les plus importants de votre vie ?
-> Objectifs : Adresser un message à tous les types de couples, rendre la demande en mariage un moment clé de votre vie, symbolique.
Tiffany rend ces moments magiques. Susciter l’envie de se marier, et de porter une bague Tiffany.
-> Cible : Homme et Femme, de 28 à 40 ans. CSP + à ++. Destinés à tous les types de couples (jeunes sans enfant, avec des enfants,
homosexuels, etc).
-> Positionnement : Première marque mondiale en joaillerie de luxe,se veut une référence en bijoux de mariages.
-> Message : Si vous achetez une bague Tiffany pour vos fiançailles, vous allez vivre un moment parfait. Offrez une bague Tiffany et la
personne vous dira oui. La marque et son ouverture d’esprit : une des seules campagne publicitaire où apparaissent des homosexuels,
prouver qu’elle est donc dans l’ère du temps.
-> Preuve : Pack shot, le texte explicatif, le logo Tiffany, photo représentative du mariage et exprimant un moment symbolique dans la
vie des couples (lien mariage), éléments du mariage (bouquet de fleurs, costumes et robes de mariée et les bagues). Photo exclusivement en
noir et blanc qui signifie et renforce l’image ancestrale de la marque.
-> Ton : Joyeux, romantiques, classique
-> Bénéfices : Transformer l’univers du mariage en moment inoubliable, susciter l’envie de se marier. Possibilité d’avoir l’assortiment de
bagues de mariage (bague de fiançailles adaptées à l’alliance).
-> Contraintes : Le logo imposant, des photos en noir et blanc, le texte explicatif et le « Will You » en majuscule, pack shot.
Notre copy strategy
9. Objectifs de communication
OBJECTIF
COGNITIF
• Faire connaitre l’offre mis en
place
• Faire connaitre les produits de
la marque et la campagne
symbolique « Will You»
• Rappeler que la stratégie de
marque se concentre beaucoup
sur le mariage et les fiançailles
10. Objectifs de communication
OBJECTIF
AFFECTIF
• Susciter l’intérêt
• Créer l’envie d’avoir une bague
de mariage
• Créer un sentiment
d’appartenance à l’univers de
Tiffany en aimant leurs bagues
de mariage
12. Les messages
ü La jeunesse & l’amour
ü Modèle de réussite américain
ü L’ouverture d’esprit : couple
homosexuel pour « Will You »
ü La légitimité d’une marque joaillère
américaine sur le marché de la
joaillerie
14. Le bilan strategy online
•Facebook 9 000 000 abonnés
•Instagram 5,4 millions
followers
•Pinterest 158 900 followers
•Twitter 1,48 millions
followers
•Tumblr
•Youtube 30 800 abonnés
•Google + 340 000 abonnés
15. Le bilan strategy online
Google ad words /
Search :
Joaillerie : Non
Bijoux : Non
Alliance : Non
Bague de fiançailles :
Oui 6ème résultat
Will you : Non
Haute Joaillerie : Non
Mariage : Non
Bague mariage : Non
16. Conclusion
On observe une complémentarité de la communication
offline et online pour offrir une visibilité optimale à la marque.
On peut également nuancé ce propos avec une augmentation de
sa présence sur les réseaux sociaux (Snapchat et Instagram). Cela
est en adéquation avec la cible de la maison et l’augmentation de
l’influence du online. Pour finir Tiffany met principalement ses
produits en avant dans le but de promouvoir ses collections
mythiques.