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Essay / Research Paper Abstract
This 7 page report discusses Tiffany & Company, its reputation for
quality and style, and how a marketing plan should be crafted to attract consumers who
do not know anything about Tiffany. Increasing awareness is the primary focus for the
campaign. Issues associated with marketing luxury products are addressed. Bibliography
lists 4 sources.
Page Count:
7 pages (~225 words per page)
File: D0_BWtifjew.rtf
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Unformatted sample text from the term paper:
purchase jewelry but who are unaware of the existence of "Tiffanys." After all, hasnt everybody a movie or read a book in which some character virtually swoons with delight upon
being handed a famous Tiffany-turquoise jewelry box. Apparently not! Therefore, a new marketing strategy for Tiffany to reach those consumers who are not aware of the company and its products,
requires a different set of strategic considerations than those used in the past. For example, it will be impossible to talk about whats "new" at Tiffany if the consumer is
completely unaware of the company. Likewise, falling back on the history of the company is of limited use other than to establish how long Tiffany has been a leader in
the jewelry business. Therefore, creativity and innovative market penetration techniques will need to be employed. It will undeniably be a challenge to all involved. Explaining Tiffany
It is important that a student studying the fundamentals of the 21st century marketplace and the behavior of 21st century consumers to understand that purchases of virtually any product are
not necessarily about the item or service purchased. Of far greater interest to the consumer are the costs, the utility, and the popularity of any given item . .
. but not necessarily in that order. Shopping and consumption have become tied up with far more factors than need, utility, or amusement. Complicated issues such as sexuality, status,
and self-esteem are connected to the purchases of everything from cars to handbags to membership and participation in certain organizations. Regardless of whether or not an individual finds that sad,
an example of moral decay, or a sad commentary on the neediness of Western society . . . it is a fact of modern life in much of the "developed"
...