Table of Contents I.
THE CREATIVE BRIEF
Overview of Tiffany & Co. Company History Mission/Vision Statement Ownership Structure & Revenue Growth Plans SWOT Analysis Current Positioning in the Market Price/Accessibility Map Unique Point of Difference Current Placement Channels of Distribution Sales Volume Distribution Distribution Models Communication & Promotional Initiatives Annual Advertising Expenditures Advertising Activities CRM Activities Business Issues & Objectives Current Problems/Obstacles Strategic Initiative Goals
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II.
Market overview 28 Retail Sales Volume Cooper Hewitt Initiative Target Customer Identification Porter’s 5 Forces Analysis 29
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15
III.
THE NEW STRATEGIC INITIATIVE Key Objectives 27 Distribution Marketing & Communications Justification Benefits Technology & Implementation 30
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MARKET ANALYSIS
IV.
COMMUNICATION PROMOTIONAL FINANCIAL & PLANS 3