What is I.M.C?
An approach to achieving the objectives of a marketing
campaign, through a well coordinated use of different promotional methods that
are intended to reinforce each other.
As defined by the American Association of Advertising Agencies, integrated marketing communications " ... recognizes the value of a comprehensive plan that evaluates the strategic roles of a variety of communication disciplines advertising,
public relations, personal selling, and sales promotion and
combines them to provide clarity, consistency, and maximum communication
impact."
Tiffany & Co. has a competitive advantage. In order to
stimulate consumers' purchasing, company uses sales promotions such as coupon
codes, promotion codes and discount deals. One of the other promotional methods
that company uses are special membership discounts for their loyal customers.
There are three types of membership: silver, gold and diamond. Silver
membership gives 15%. Holders of gold membership receive 18% off all orders.
Diamond membership gives 20% to their holders. 
Tiffany & Co. distributes advertising through
television, internet, catalogs, newspapers, magazines, and campaigns. However,
the company spends only 6% of revenues on advertising.Tiffany advertising is
focused on brand, and specifically on sending a consistent brand image. Tiffany
is synonymous with famous wrappings. All of its gifts come wrapped in exclusive
blue boxes. Tiffany is trying hard to remind people of connection between color
and brand. The company's strategy for enhancing potential customers' awareness
is to advertise and expand its public relations programs. This would include
activities like educating customers about the brand and its fine products. For
example, Tiffany has advertised its products via posters on telephone kiosks as
well as full-page advertisements in special publications around the world. The
company aims to maintain a strong voice to customers that they can experience
the joy of shopping at Tiffany.
Marketing Strategies:
Positioning:The Tiffany Home Collection exists to provide
men and wome,age 25 to 40 ,with income of less than $100k a year,with the
experience of”Make Every Day More Wonderful”.In doing so,the Tiffany Home
Collection delivers pleasure,serenity,and exclusivity to our customers,Toward that
end,it exceeds expectations by offering timeless home accessories o
extraordinary beauty and enduring quality.
Strategy:
New Message:”Make Every Day More Wonderful”. Their message for advertisement.
What Does Tiffany & co.sell?
They sell expensive,high class jewelery such as sunglasses,bracelets,engagement rings and necklances.The main material that is used by Tiffany & co. are gold,White gold,silver and Diamond.
How much are the products sold for?
Tiffany Products have a massive price range,it ranges from $75 for the most basic keyring design,to a priceless 184 carat yellow diamond necklace.
A new successful advertisement from Tiffany & Co:
Tiffany & Co. (Tiffany), a jewelry brand famous for its
lavish diamonds, is hoping to connect with gay and lesbian consumers by
showcasing a gay couple for the first time in its latest engagement ad
campaign. However, industry participants think Tiffany could have done better
with LGBT marketing.
The Spring 2015 ad campaign, titled "Will You?", features a selection of couples at different stages of their relationship, including a same-sex couple who is about to commit to marriage. The global campaign includes video, digital, and social components designed to reach Tiffany consumers across different channels.
