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Tiffany & Co. Maranda Gorr-Diaz, Connor Childers, Danielle Sobczak and Michelle Pavlack

“China is expected to surpass the United States as the largest jewelry market in the world over the next five to 10 years.� Forbes

SWOT Analysis Strengths


•  American brand •  Currently in China’s luxury market •  Second tier luxury brand

•  Brand awareness •  Lack of adaptation •  Narrow minded

SWOT Analysis Opportunities •  Collaborate with French Designers •  Male buying power •  Chinese luxury market expansion •  Social media

Threats •  Competitors •  Generation gap •  One-child policy

金玉良元 jin yu liang yuan

Campaign •  Gold & jade •  Ring boxes •  Gift to parents •  “Your Tiffany Moment”

Message Track

Persona l growth

Who: Young Chinese consumer What: 金玉良元


When: Now Where: Tier one/tier two couples Why: To fulfill the wants and needs of Chinese consumers

Confucian dyads

Objectives •  Increase brand awareness to tier one and tier two cities

•  Bridge generation gap

•  Becoming less Westernized

Strategies •  Advertise to rising middle class in tier one and tier two cities •  Offer gold and jade options •  Address Confucian notions

Tactics •  “Your Tiffany Moment” photo campaign •  Mining new materials, distributors, CSR •  Educate Tiffany & Co. on Confucius dyads

Media Platform •  Social media •  Weibo •  Actress Yao Xingtong (姚星彤)

•  WeChat •  Yuku •  Out of home •  Billboards •  Buses •  News outlets •  Financial Times •


Doctoroff, Tom. Billions: Selling to the New Chinese Consumer. New York: Palgrave Macmillan, 2005. Print. "March 2006." Harvard Business Review. N.p., n.d. Web. Atsmon, Yuval, Max Magni, LiHua Li, and Wenkan Liao. "Meet the 2020 Chinese Consumer." Http:// McKinsey Consumer & Shopper Insights, n.d. Web. Tracker, China. "China's Growing Problem Of Too Many Single Men." Forbes. Forbes Magazine, 13 May 2011. Web. Chen, Yougang, Daniel Hui, and Jeongmin Seong. "Click by Click: How Consumers Are Changing China's E-commerce Landscape." Click by Click: How Consumers Are Changing China's E-commerce Landscape. McKinsey & Company, n.d. Web. Jing Daily: The Business of Luxury and Culture in China. N.p., n.d. Web. "Loving China: Romance, Dating & Weddings." Thoughtful Media Group. N.p., n.d. Web. "Graff Diamonds to Use Planned IPO Proceeds on Asia Stores." N.p., n.d. Web. "China International Boat Show - Gap Is Narrowing among the Mainland Luxury Markets." China International Boat Show - Gap Is Narrowing among the Mainland Luxury Markets. N.p., n.d. Web. "Tiffany & Co. - Company Profile." Tiffany & Co. - Company Profile. N.p., n.d. Web. "Building Brands Beyond Tier One in China." N.p., n.d. Web. "China Market: The New Frontier." N.p., 18 Feb. 2013. Web. "China Targets Corruption, Luxury Brands Mourn." The New Yorker. N.p., n.d. Web. "The Middle Blingdom." N.p., 17 Feb. 2011. Web. "Best Branding Practices in China: Luxury Industry." Best Branding Practices in China: Luxury Industry. N.p., n.d. Web. "The Global Diamond Industry: Portrait of Growth." - Bain & Company. N.p., n.d. Web.

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