Tiffany & Co. aims to establish itself in Minsk, Belarus by positioning its jewelry as a luxury must-have brand. Its target customers are locals aged 15-30 with above average incomes interested in jewelry. Tiffany will promote its attributes of quality, luxury, and trustworthiness. It will convince consumers that authentic Tiffany jewelry provides affordable fashion and prestige compared to locally produced or costume jewelry. Tactics include partnering with local media and influencers, hosting launch events, and participating in industry exhibitions to build credibility and market share in Belarus.

1. TIFFANY & CO
IN MINSK
Made by Kate Varaksa

3.  Tiffany & Co. Foundation‟s Mission- To protect the
beauty of nature and the creativity of human nature.
 Tiffany & Co. „sMission- Seeks to enrich the lives of
customers by creating enduring objects of
extraordinary beauty that will be cherished for
generations.
Mission Statement


4. Our customers are:
Our customers are:
• Sex – Man/woman
• Age - 15-30 years old
• Location – Minsk, Belarus (may
be tourists)
• Interests –Jewerly
• Wage level – above the low -
average.

5. Strengths-
• Founded in 1837, well known
• Ethical and professional
• Well-developed website
• Technologically up-to-date, apps
for the iPhone
Weaknesses-
• Too focused on expanding rather
than on the competition with
current products
• Exclusive locations: can work for
and against the company
• High prices
Opportunities-
• Men‟sgrowing interest in fashion
• Expansion of other product lines
• Advances in technology
• Sales and new promotions
• New lines for men
• New lines for special occasions:
Religious celebrations, birthdays,
newborns
•Rather than expanding locations
expand in length, width, and depth
through product lines
•Have sales on product lines while
introducing new ones
•Expand into different markets that
appeal to more people
Threats-
•Product substitution
•High-end equals a high price
•Consumer spending declining due to the
recession
•Other competitors allow for customization
• Increase their outreach to customers
• Create more convenient locations
• Highlight that their company is eco-
friendly and ethical in magazine ads,
new trend of green living
•Create a customization link on the
website to base an order off of a specific
jewelry line and then customize details
to it
SWOT Analysis

6. Objectives
• Position Tiffany jewelry as a must-have
o More fashionable and exclusive than locally produced jewelry
o Promote brand attributes: quality, luxury, trust
• Convince consumers that authentic, non-traditional jewelry is affordable
and more desirable than costume jewelry
o Possible to balance price with fashion, quality and prestige
o Distribute information about 18 kt, white gold and sterling silver Tiffany
products
• Be seen as a recognized player in the Belorusian jewelry industry
o Bringing modernization and design to the market
o Participate in industry events

8. Messages & Strategies
You can trust the timeless beauty and exceptional quality of Tiffany’s jewelry to express
the depth of your love and commitment
• Establish brand essence about the store, jewelry and the blue box in local press
Tiffany’s is a modern, global enterprise with connections with top-notch designers, and
can transform the Belarusian
• jewelry industry Participate in industry events and distribute information about the
company
Tiffany's can be trusted to provide high-quality, fashionable products, and is committed
to building valuable relationships with its customers
• Be viewed as high-quality, credible and trustworthy by influential TV and press
journalists
Tiffany’s jewelry is an expression of the modern woman’s independence, strength and
impeccable taste
• Partner with local women’s/fashion magazines to promote the brand

9. Tactical programs
Consumers: Men & Women
• Partner with local women’s/fashion magazine and health spa to hold “pamper
yourself sweepstakes”, sponsored by Tiffany’s
• Gain a presence on local reality TV programming
• Provide jewelry for TV news anchors to wear
• Tactical Programs
Media
• Hold an extravagant launch party with blue carpet, local celebrities, exclusive
collections, locally inspired collections (Silver Coast/Blue Coast?), and local
cuisine/wines
• Distribute press kits
• Provide regular press releases on new collection launches
• Release quarterly editorial newsletter to share company information
• Hold 1-on-1 press outreach events
Industry
• Participate in exhibition (annual international jewelry expo held ) with a booth,
information materials, seminars
• Develop reports on industry trends, to gain credibility with trade media, e.g. how
changing lifestyles are affecting jewelry consumption trends

10.  World wide
 Direct distribution channels
 Engaged in product design, manufacturing, and
retailing activities
 Distributes in physical stores, from business-to-
business, as well as online
 Direct Marketing- U.S. internet, direct mail, and catalog
 Exclusive Distribution- A situation in which only
certain dealers are authorized to sell a specific product
within a particular territory. The reason why they are
an exclusive distribution is because you
cannot get Tiffany‟sand Co.‟sjewelry at any jewelry
store or retail store.
Distribution


11.  Jewelry price ranges from $125 - <$20,000
 Firm believer in maintaining their luxury prices
 Offers no discounts
 Provides free shipping with any online purchase
 Pricing strategy aids Tiffany‟sin upholding a
competitive value in the high-end jewelry market
Price
