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Integrated Marketing Communications Project - Tiffany & Co.

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

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  • Nice presentation. It would be great if this case study was featured on www.integratedbrands.org It's easy to upload case studies, instructions are here: goo.gl/yhyf0 it's set up as a wiki for the marketing community (and it's free).
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Integrated Marketing Communications Project - Tiffany & Co.

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

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