Integrated Marketing Communications Project - Tiffany & Co.

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An MBA integrated marketing communications class project. Best when viewed full screen.

An MBA integrated marketing communications class project. Best when viewed full screen.

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Transcript

  • 1. Integrated Marketing Communications
    Work Sample (Abridged)
    MKTG 530 Class Project
    Management of Marketing Communications
    Eller College of Management
    The University of Arizona
    Abhay Kulkarni
  • 2. Tiffany & Co. Marketing Campaign
    All the More Reason.
  • 3. Overview
    Problem Statement
    • Sales are down 35% since 2007 at Tiffany & Co.
    • 4. Tiffany website traffic has dropped by 18% in last 3 months.
    Campaign Goal
    The goal of the “All the More Reason” campaign is to increase traffic to Tiffany stores and website.
    Integrated Marketing Campaign
    The campaign will reach the target customer through the news media, social media, print media, online television and product placements.
    Timeline
    The campaign’s timeline extends between October 2009 and May 2010 with peak activity around the Holiday Season and Valentine’s Day.
    Budget and Metrics
    The estimated cost for this campaign is $7.3 Million. The impact of the campaign will be measured through membership, traffic, number of customer visits to stores and so on.
  • 5. The Goal
  • 6. Target Consumer
    Demographics
    Psychographics
    Usage Behavior
    Consumption Constellation
    The Affluent
    Age: 25-54 Yrs
    Contented
    Physically Active
    Spending 33%
    College Graduate or above
    Image Conscious
    Use Internet
    Eat Out
    Risk Takers
    Travel
    68% married
    Shop more
    25% of All US Adults
    52% Central and Northeast USA
    Influencers
    Interested in Charity
    Upgrade Continuously
  • 7. Campaign Strategy
    “All the More Reason” to buy Tiffany!
    Customer
  • 8. News Media
    News articles in online channels that focus on the value of Tiffany jewelry with Tiffany Ad close by to direct reader to website
    For example, it might look like this…
  • 9. News Media
    News articles in online channels that focus on the value of Tiffany jewelry with Tiffany Ad close by to direct reader to website
    Or like this…
  • 10. News Media
    Plugs in news programs…
  • 11. Social Media
    Online “Tiffany Club” for customers to blog, play and download games, take quizzes etc.
    Games, Quizzes etc. on Facebook Official Page
    Twitter updates on events
  • 12. Print Media
    Sample Ad
    Ads in magazines that the target demographic read
  • 13. Online Television
    All the More Reason.
    Ads on online shows
  • 14. Product Placement
    Product placement in shows
  • 15. Timeline
    Peaking during Holiday Season and Valentine’s Day
  • 16. Budget
  • 17. Evaluation Metrics
  • 18. Thank you!