Marketing Plan proposal - Tiffany & Co.

1. Tiffany & Co.
X Sustainability
By Stephane Boghossian

2. “Food. Water. Diamonds.
You know, the essentials”

3. INSIDE
Tiffany & Co

4. Tiffany today
PROMOTIONPLACE
Offline:
Flagship store
Pop-up stores
Online:
E-commerce website
JEWELRY: Campaign with Elle Fanning
HOME: Life of a party
PRODUCT
• Jewelry collections: NEW Paper flower
• Engagement Rings
• High Jewelry: The Art of Wild
• Watches
• Fragrance
• Home & Accessories
Online: Social Media,
email marketing
Offline: Print: Press

5. • Strong Brand Awareness in the US and Europe
• Strong savoir-faire and craftsmanship
• Strong clientele réseau
• On-going clear sustainability plan
• On-Trend with on-going campaigns
• Very strong identity on visual merchandising
• Targeting the millennial
S W
O T
• Distribution Strategy
• Online e-commerce
• Traditional engagement rings
• Lack of customisation options
• Highly competitive market
• Poor creative collections
• Low awareness of the HOME collection
• Sustainability as trend
• Booming of Asian markets
• Venue of new generations
• Booming of the vintage jewelry market
• Innovation in 3D printed
• Lab grown diamonds
• Boom of experiential services
• Boom of coloured gems and gemstones
• Brand’s heritage at a core of branding
P
E
S
T
Global warming
Rarity of Diamonds
Blood Diamond
becomes a concern
E
L
High price of Gold
Unstable economical
situation due to
political problems
Lack of Innovation on
materials
Mining and
distribution of
Diamond restricted to
DeBeers
Investments in other
luxury fields
(hospitality)

6. Jewelry 1.0
The jewelry supply chain can be quite complex, it can be
explained by multiple different ways and can be
interested also in different ways

7. Understand the Jewelry Supply Chain
Mining raw
materials
Miners
Cutting
Diamond Cutter
Planning & Preparing
Rough traders
Manufacturing
Craftsmanships
Design
Designers
Marketing
Creative Agencies
http://www.simplexdiam.com/for-buyers-how-to-reach-us
Nature Rough to Gems
Jewelry Collection Campaign Client sale
Finalising Return in Investment
Wholesalers, Retailers
After-sales
Consumers
Grading
Diamond Trader

8. To be green
or not to be?

9. 1. Meaningful brands = brands that matters to people – by
collaboration or marketing strategies (Nike, Patagonia)
2. Slow Movement (Mass-customisation) = customise
products for a specific demand (Cartier)
3. Shared Economy (Flont, Vente Privée)
a. Closed economy cycle = They know what to do with
whatever you have --> buy services instead of
product
4. Cradle to Cradle = Reuse and repurpose = A product to
another life product (Nespresso, Freitag)
5. Mining the cities = Using what is readily available
instead of taking resources from nature - up cycling (Eva
Zingoni)
There are many ways
to be sustainable
https://hbr.org/2016/02/luxury-brands-can-no-longer-ignore-sustainability
https://www.buro247.my/watches-and-jewellery/buro-loves/sustainable-luxury-jewellery.html

10. Understanding
competitors

11. Understand the competitors
Manufacturing
& Premium
Prime, Craft
& luxury
Monique Pean
Matters Print
Honest By
Made Uk
Well made
MHT
Arabelle Brusan
Toby Pomeroy
Eva Zingoni
SeeME
Sarah’s Bag
Sharon Khazzam
Full Sustainable
Synthetics
“Sustainable”
messaging
Chopard
Sourcing and supply chain
Cartier
Responsible Jewelry Council
Tiffany & Co.
Supply chain
Selin Kent
recycled metals
& conflict free diamonds
Forever Mark
& Ara Diamonds
full traceability
Vrai & Oro
direct-to-consumer
recycled 14 kt
Bario Neal

12. Case #1: CHOPARD
https://www.chopard.com/uk/diary/journey-sustainable-luxury/
Program structure: « The Journey to Sustainable
Luxury »
• Consulting with Eco-Age with the creation of
« The Green Carpet Challenge »:
• Alliance for Responsible Mining (ARM) and
utilises Fair-mined gold from South America,
diamonds strictly sourced under the Kimberley
Process, and coloured gemstones mined in
partnership with Gem-fields.

13. Case #2: CARTIER
https://eluxemagazine.com/jewellery/cartier-sustainable-luxury/
https://www.greenbiz.com/blog/2009/11/09/cartier-taps-green-mining-firm-responsibly-
sourced-gold
http://jacquescartierchamplain.ca/our-corporation/sustainable-developpement-new/?lang=en
• Joins the Responsible Jewelry Council
• Regulated and controlled sourcing of gems and metals
• Working and environmental standards
• Committed to the Kimberly Process
• Ensure fair trade of the diamond sourcing
• In 2009, Cartier also joined the Sustainable Luxury
Working Group, comprised of socially responsible companies
with a commitment to promoting sustainable practices in
business operations.

14. Case #3: LVMH
Introduction of the project Life 2020
1. Aim for a high level of environmental
performance;
▪ Since 2010, the Perfumes & Cosmetics Houses
and Sephora have been using CEDRE, a
platform to sort, recycle and recover waste.
2. Foster a collective commitment;
3. Control environmental risks;
4. Design high-quality products by integrating
environmental innovation and creativity;
5. Pursue commitments beyond the company.
https://www.lvmh.com/group/lvmh-commitments/environment/cedre-recycling-platform/
https://www.lvmh.com/group/lvmh-commitments/environment/

15. Understanding clients
and the world around
them

16. Boomers
Gen X
Gen Y
Millennial
• Appearance of the gay community
• Creation of lab grown diamonds
• Online Shopping
• Customisation is crucial
• The world of start ups, social media
• No logo brands
• Freedom of speech
• Women’s right
• Boom of the Art nouveau and Art Deco
movement
• Technology advancements: 3D printing
• Synthetic stones appeared (Swarovski is born)
• Internet of things
• Global Warming

17. Extreme min Majority Extreme max
Sustainable thinking Shares his/her life on instagram Influencers
Healthy life / meditation / Yoga Balance between work life and personal life Be ahead of themselves
Family and friends first Family and friends are important Be always on the newest trend
Backpackers Travel frequently Showcase themselves
Learn more by doing Self education Workholic
Freedom of speech Shops regurly online Shopholic
Zen life Busy working life with some time for themselves Always busy life – lives in NY, Paris, Milan, Shanghai
Couple’s life and stable Stable couple life with no commitment Always on dates – not a stable life
Wants to be young Lives as of everyday Wants to be old
Lives in a house with a garden, a dog Lives in new areas (Le Marais, Brooklyn) Lives in a penthouse in central city
work from home Work in start ups / entrepreneurs Work in office in district areas
Takes commute everyday to go to big cities Takes commute everyday to work BUT uses Uber for long
travels or with friends
Own a car, motorcycle, ubers
Understand the Millennial (Y)

18. Understand the Generation YZ
We travel a lot
We live freely
We want to discover things
We are constantly connected to the world
We are educated
We have a job or we are owners in a company
We are young and wild
We love family
We love unique and individual products
We love emotions & storytelling
We are citizens of the world
We backpack
We like good quality products
We are CEOs during the year
and backpackers during most summers.
This is our generation…YZ

19. What new generations would like to believe?
Social Buffs
•Social Media
•Curated life
(sharing on social
media)
•Everyone is their
own influencers
Tech Navy
•Latest trends to
follow
•Gadgets
shopping
•Mobile phones
Community
•Family and
Friends first
•Create new
networks
Ambitious &
dreamers
•Entrepreneurs
•Expressive: DIY
•Doing what they
love
•Creative with
customisation
•Try to do it is
better than failing
Emotionally
Charged
•On the spot
behaviour and
actions
•Spontaneous
shopping: Online
shopping
•Flexibility: order
online and pick
up at store
Care for others
•Sustainable
•Social conscious
•Human centered
•Waste
management
Multi tasking
• Self education
• Go beyond their
limitation
• Explore with
travels
Transparency
• Collaborations
• Back to their
roots
• Storytelling
• No logo brands
Experience to satisfy
their dreams
• Intangible
products
• 5 senses
• Try on before
bying
Fast & Moving
• Short attention
spam: 8 sec
• Access to
information
No commitment
• Not religious
• Subscription
box
• Free will
• Freedom to
vote
• Gay wedding

20. Understanding
trends

21. Understanding the trends
to better design the future
• You Define You – be yourself - ex: plus sized models, emerging gay community
• Be Real - tired of the falseness, the same old, the fakeness – ex: Socalitybarbie
• The New Standard - Design with a difference is the new standard – ex: SeeMe
• Playing Nice - We are becoming more socially conscious – ex: Crack & Cider, Good hotel, Empathy Museum
• The Fear Factor - Fear is an important part of life, individualism, our limitations
• Virtual Presence - The intangible becomes more tangible – ex: online and offline barrier
• New Feelings - Technology has changed us. It has redefined the world and rewired our brains – ex: MiN, Department Store for the Mind, The
Institute of New Feeling
• Escape Routes - Escapism is the next new luxury – ex: Tomek Michalski, Cinnamon Projects
• Sparks of Serendipity - In our tech-dependent times, we are losing the tendency to explore – ex: Metadrift, Let It Fly, Lucky Trip
• Considering Value - Value is reconsidered – ex: Marlies Kolodziey, Page Thirty Three
• The New Experience - What's next for the experience economy? – ex: Van Alen Institute, Icelandair, Blink
• In Touch - 2018 is the year of touch and tactility – ex: Flint House, Studioi
• The Empathy Evolution - 2018 will also make way for compassionate, human-centred design – ex: Matter-Mind Studio, Museum for Healing
• Repair The World - A/W 17/18 Design Matters noted that design will increasingly serve the greater good – ex: Designer Maxime Benvenuto
• Alone Time - rise of the solo sojourner – ex: Quiet Revolution, Sacred Introvert
• Nostalgia is Now – back to old days fonts – ex: Shell and MasterCard logo
• Techtopia - Techtopia is a place of reprieve / marks the emotional capacity of the virtual world. – ex: Camp Calm
• Brain Drain - With Microsoft research showing dwindling attention spans thanks to digital overload – less products for a wider range of
consumers - customisation
• Poetic Intelligence - the year computers get creative – rise of AI – ex: Categories include DigiLit for short stories, PoetiX for sonnets and
AlgoRythms for dance music DJ sets.
• Remember, Remember - emerging forms – ex: Palimpsest in VR experience

22. • Sustainability as a core drive to every luxury brand
• Concierge Jewelry / Customisation
• 3D Printing as a prime technology
• The boom of the Men’s jewelry with the hit of the same
sex marriages
• Mobile Shopping: faster purchases
• Subscription Services wins over products
• Storytelling as a prime marketing storytelling
• Transparency through marketing
• Entry of the Lab Grown diamonds
• Virtual stock
Understanding the jewelry trends
to better design the future

23. Understanding
sustainability

24. •Image: Conflict Diamonds
Trace, control and distribute all our rough diamonds
Diamonds are a source of positive economic and social development
•Craftsmanship: Supply Chain and its vertical integration
Climate Change: Reduce greenhouse gas emission to net-zero by 2050
Creating Protecting Areas, Protecting wildlife, Reversing deforestation
•Quality: Educating Customers
CSR communications
•Innovation: Adapting to Demographical (trends) changes as an
opportunity
Gender Equality: Diversity with Same sex marriage, Women Empowerment
https://hbr.org/2017/03/tiffanys-ceo-on-creating-a-sustainable-supply-chain
https://www.tiffany.com/csr/aboutreport/Sustainability_Report_2015.pdf
Tiffany & Co’s current strategy

25. Tiffany as the reference of
Ethical Jewelry Brand
CSR Strategy https://hr.blr.com/whitepapers/HR-Administration/Workplace-Ethics/Which-
corporate-social-responsibility-CSR-strategy
• Source Carefully*
• Improve Jewelry collections
• 4C Redefined*
• Improve relationships with
other Jewelry businesses
• Preserve Nature: plant seeds
• For the other 90% of the
world*
• Diversify consumers
• Focus on future sales
• Improve After-sale
services*
• Be part of the world*
• Share the cause with key
leaders
Environment Service
Economical Social

26. Environmental
= Innovate and use resources to greener the world

27. 93% of the stones are either
stocked, on hold or unused…
We can use it all !
—> Reuse stones stock
Cut tells the savoir-faire
4C redefined
Carat tells the price
Clarity tells quality Color tells the environment
Below the ground
(natural)
Lab-grown stones
Above the ground
(lab-grown)
Quality tells the origin
Origin tells a story
> product journey
>Full Traceability
>Use Quality Stones
ex: Colombian miners in Muzo
Create partenariat with famous gem
cutters, create our own gem cut
Local revolts*
ex: Collaboration with local
green projects, with deBeers
Central Stone
Price creates standards
Natural Diamonds and
gemstones

28. Chapter 2:
Global Contract
Global Jewelry Protection Summit
Protect mother nature
Vertically Integrated Supply Chain
Control emission of gaz
Unity in Distribution
Fight the important causes
Control Innovation
Create the trend of the future
Innovate and create
Control the stone market, though the price
Chapter 1:
Global Summit

29. Rapaport for all Gemstones
Create the standards
Create the price list
Like DeBeers for Diamonds,
Tiffany & Co. for Gemstones
Control the trends
Control the distribution
Africa
South America
Asia
Bangkok
Antwerp
New York
Direct Distribution to
jewelry brands
Eliminate middle manSites Supplier
4C for Gemstones Colours, Size, Kind
Create new trends
Birthstones rings, Engagement rings

30. Economical= Make profits out of innovation
+ Save money using innovation

31. Sourced Carefully
Use fair-minded gold
ex: Fair mined Standard for Gold
and Associated Precious Metals
Mining our cities
Legal
True Gold
ex: Use 100% 18kt recyclable gold
Prime local crafts & savoir-faire
ex: Local Materials
Ecologique & smart*
ex: Organic packaging that connects
with the story of the jewelry

32. Invest in Research & Development
Mass customisation Innovative materials Invest on start up potentials
3D printing
Online customisation
Blue Gold
Lab Grown diamonds
Synthetic pearls
Technology as a power

33. Service
= Create a service out of the creation of new products

34. for the other 90% of the world
Fair trade wages
ex: Finance schooling system for
children of craftsman
others: full-time employment,
healthcare, education, business
mentorship, training
Improve the causes
Community Involvement
+
Full trace of the workflow
Full Transparency
Create craft relationship with the
company
• Local & Global, small scaled
workshops & artisans
• Discover local savoir-faire
• Preserve culture
Create local crafts contract
Create a friendly environment
• Charitable business
ex: War Veterans, Women’s empowerment
Share everything publicly
and use it as an assets
ex: Transparency Certificates*
Holistic Development Model

35. Fight Transparency & the Blood Diamond
It’s more than a certificate,
it is a life saved
It’s more than a certificate,
it is an origin
FOCUS: Traceability of the stone
a client is purchasing -
Storytelling from Rough to Gems
FOCUS: Save live buy financing
the school of a kid
ex. TOMS, RED by Apple
YOU ARE A
DIAMOND
IN A ROUGH
FOCUS: Supply chain of the
gems
Storytelling from Rough to Gems

36. Cradle
to Cradle= Reuse and repurpose a product
Give a product to another life product

37. Improve After-sale services
Jewelry is emotions, though is clients
Vintage
Current
Trendy
New Collection
Increase immaterial
value
Broken
Missing stones
Old
Out-of-fashion
Get Better value
Price of Gold
Give a New life
Build an Archive
Long term Investment
Gain old client’s trust
Design New Collection
Gain new clients
Improve old clients
Promote new collections
CLIENT
“The Afterlife of Branded Jewelry” by Stephane Boghossian
https://issuu.com/stephaneboghossian/docs/final_stephaneb.compressed
12
3 4
BRAND

38. Acquire & Learn collection from old clients and value them
Design ”Hunting for treasures”: design new collections inspired by old collections
Aware ”Pour memoire” : Showcase Tiffany and their creations over the years - Teach clients
Aware It’s time to take grandma’s jewels out of the vault - Marketing Strategy
Experience Live sessions - showcase the real savoir faire of Tiffany
Action The after-sale service itself - propose an Online/Offline plan
Strategy

39. Get inspired by other cases
Case #1 The Grima Effect
THE BIG SALE
Refurbish
Aquire
Archives
Past design
= modernised
High Risk:
Price go down as
trends goes down
It’s not unusual to see famous designers long
passed away revive. Future generations usually
take over the empire then as soon as they can’t
hold the company anymore, they sell it to a big
corporation that will define the future of the
empire and probably the trans- formation to a
mass luxury company.
Fortunately, It is not over yet for this flourished
family business, as the daughter’s revival of the
brand has just began.
Auction houses such as Christie’s and Tajan has
been at war with London-based Bonhams being
not able to reach any Grima jewelry from foreign
investors or clients. Grima has been buying back
the archives pieces re- covering its collection for a
mega 80 pieces sales happening in the heart of
Bond Street in London. The biggest private
collection sale has attracted many press releases,
de- bates and has been the core of the revival of
the brand.
A strategy that could lead to a complete revival of
the company inspired by its heritage. This
strategy has been an inspiration for my capstone
among it’s marketing strategy.

40. Case #2 The Bulgari B.zero 1
Its iconic spiral is a metaphor for the
triumphant harmony of past, present and
future.
First released in 1999 and later on revisited by
the brand for the 2016 launch, the B.Zero1 is
one of the most iconic jewelry piece revisit- ed
by archives, homaged to Bulgari’s ancient
Greek and Roman heritage.
In 2010, the artist and sculptor Anish Kapoor
was asked to create a new iteration of the
B.zero1 to commemorate the ring’s 10th
anniversary. The new B.zero1 is an example
that Bulgari is able to seamlessly blend respect
for history and aesthetic values with innovative
techniques. The use of marble (from the
ancient Greek word meaning “shining stone”)
as a material tribute that morphs an ancient
stone long associated with enduring luxury and
sculptural beauty with the modernity and
industrial lines of the B.zero1.

41. Mining
the cities
= Use what is readily available instead of taking resources from nature

42. Be a partner for the world
Community Design
Use local contacts
One piece at a time
Made-to-order
Handmade
Reduce transport
Green Office life
Quality control
Innovative
Improve production capacity
at least 70% green by the 1st year
Reduce Carbon foot-print
Slow Movement
Use local contracts
Global design
Lab-grown diamonds
New techniques
Tech oriented

43. Tiffany & Co X Mexico
• Embrace Mexican crafts
• Engage new consumers boosting visibility of the brand
• Give back to the community
GOAL
• Pop-up store in Mexico City
• Social Media campaign with Latino singers
• Introduction of the E commerce platform in South American market
HOW
Tiffany & Co has the opportunity to target different countries with their innovative
designs and their colourful High jewelries. Why not Mexico? Like Karl Lagerfeld did
between Chanel and Cuba, Chaumet with Africa, it could be a good opportunity to
enter into a virgin, yet welcoming market
Chanel X Cuba Van Cleef X Animals Chaumet X Africa

44. Tiffany & Co X Moda Operandi
• Increase visibility of the brand around the globe through
the open source database of prime clientele
• Boost e-commerce platform
GOAL
The trend of today is to collaborate with a Fashion Brand. Why not a NY based?
HOW
• Co-create a jewelry collection suitable for the clientele
• Pop-up store during Fashion Week & Cannes Festival

45. Thank you for reading this marketing proposal plan. These different marketing strategies, which can be
implemented at different rate, will ultimately boost traffic, improve the brand’s image which will
hopefully lead to both an increase in conversion rate and sales.
If you wish for a more complete plan (include omitted informations + full strategies instead of bullet
points) please do send me an email.
Stephane Boghossian
stephanemboghossian@gmail.com
+33-6-51787891