What is Tiffany & Co’s marketing strategy? Tiffany & Co is a company based in the United States. It was founded by Charles Lewis Tiffany and Teddy Young in 1937. Its foundation dates back more than 170 years and its main occupation is the manufacture of luxury jewelry and other specialty goods.
Like other luxury brands, to meet the needs of its target audience, the Tiffany & Co marketing strategy is guided by a marketing mix, which we will explain in this post.
Who is the target audience for Tiffany & Co?
For this company, one of its main objectives has been to enter the market as one of the best luxury jewelry stores.
Similarly, on one occasion, the brand announced that.
Regardless of the social class of women.
The idea behind their brand is that everyone can have access to their jewelry.
How does Tiffany & Co’s marketing mix help the brand succeed?
Tiffany & Co is guided by a marketing mix strategy like other exclusive brands. When carrying out an action plan, it covers the 4Ps: the product, the price, the place, and the promotion.
These are several marketing strategies that have come together to help this brand achieve considerable success. Thanks to its marketing mix, the company knows how to position itself in the fine jewelry market, surpassing the competition. Tiffany & Co has also achieved its commercial objectives through marketing.
Next, we are going to break down the Tiffany & Co marketing strategy:
Tiffany & Co is dedicated explicitly to creating luxury jewelry and other specialized items. We can find personalized water bottles, watches, silver items with different designs, quality leather items, porcelain items, and much more among its range of products.
It is worth noting that this brand has always been inclined towards a target audience with purchasing power. Their original container for their products, The Blue Box, is considered very valuable by consumers.
This brand also has handmade engagement rings, both for boyfriends and girlfriends, as well as wedding rings and a large number of jewelry collections. They offer products made by the world’s leading designers. Also worth mentioning are its gift cards and 100% premium fragrance perfumes.
Tiffany’s marketing strategy has also advised them to diversify their products, including picture frames, pet supplies, baby supplies, textiles, key chains, decorative sets, and many other high-end products.
Thanks to this variety of products, the brand has positioned itself as a supplier for premium customers who are part of high society.
The Tiffany & Co brand is dedicated to manufacturing luxury items. One of its main objectives has been to expand its income through products with the lowest cost in the market. At one point, their prices were between $35 to $60, which helped increase the volumes sold.
This strategic price marketing increased Tiffany’s product sales for a certain time. In this way, the prices of expensive items were maintained for two consecutive years, and the brand focused specifically on low-priced items.
Likewise, Tiffany & Co has been increasing revenue from its high-priced products, all by offering promotional materials, discounts, and nurturing an increased online presence.
Tiffany & Co was founded in 1837, with its official headquarters in New York, although its flagship store was established in 1940. A curious fact is that this store’s windows, floors, and interiors overflowed with such beauty that they became the best in class. Therefore, the store was a true attraction, inspiring Hollywood at the time to use the setting in many movies.
As time passed, the brand began expanding its points of sale in previously selected locations. In fact, by 1990, Virginia was home to the largest Tiffany & Co store in the suburbs of the United States.
However, this is a brand that, until today, has had its stores in privileged locations. Such as Madrid, Manchester, the United Kingdom, Australia, and other iconic places in the world. Tiffany & Co knows how to connect with its customers through its stores because it creates a sense of the elite.
In India, there are two Tiffany & Co stores. One is located in Ahmedabad, and the other in Chennai. In the same way, this brand is currently operating in more than 20 countries worldwide, generating millions of dollars in sales, especially since 2012.
Promotion and advertising strategy
By 1945, the brand began promoting itself through a mail-order catalog called “the blue book.” Likewise, by 1994 they had their first color catalog. And in addition to this, they took advantage of the use of print media for their promotion through advertisements.
Tiffany & Co has focused on commitment to its customers for some time now. So, its marketing strategy focuses on digital media, and subsequently, all its products are available online. Of course, as a luxury brand, they face a significant challenge in selling their products due to their high price. However, the brand is all about a quality content strategy, which has earned them millions of followers on its social media.
There is plenty of room for luxury brands to continue their expansion through an online business. To improve Tiffany & Co´s marketing and achieve a more significant presence, they created a Ring Finder engagement app. It offers several ring options that the consumer may like after putting their finger under their smartphone´s camera.
This way, customers can obtain the product they really want without going to a physical store. This type of digital selling is an excellent strategy for selling your products online.
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This is Tiffany & Co´s marketing strategy. It is worth noting that the brand is also committed to a more sustainable future, and since 2006, it began using solar panels in some of its factories.
Likewise, its mixed marketing strategy highlights the increase in the use of digital media to connect with the public and sell its products online. If we take a look at their social media, we can see that the company was right to begin using it:
- Twitter: 1.7 million followers.
- Facebook: 9.5 million followers.
- Pinterest: 299 thousand followers.
- Instagram: 13.30 million followers.
A mixed marketing strategy usually works very well for luxury brands.
Therefore, if you have a brand that belongs to the luxury market, at BluCactus, we have the experts to implement your brand’s strategies.
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