Promoting Tiffany Jewellery Line

Promoting Tiffany Jewellery Line Tiffany Co. is one of the most renowned luxury Jewellery companies over the world. As a successful brand that had entered into its maturity phase, to give it a new lease of life that based on its original values is an important point of its brand management issue. (Chevalier M. Mazzalovo G., 2008) On one hand, Tiffany needs to keep on to pay its attention on the earlier brand esthetics: unique and magnificent diamonds, legendary and groundbreaking design, timeless style and lasting value. (The Tiffany story, 2010). On the other hand, a new blood that could enhance Tiffanys brand equity and boost its sales would be acquired. This research proposal will find an opportunity to diversify and broaden Tiffanys product line, promote the brands reputation and also stimulate the demands of both exist customers and new customers. Background Charles Lewis Tiffany established Tiffany Co. in Manhattan in 1837. Nowadays, more than 220 Tiffany stores had founded around 22 countries over the world. As the second-largest luxury jewellery retailer in the world, Tiffany Co. offers a large-scale of fine jewellery (90% of revenue in 2009), along with sterling silverware, crystal, timepieces, china, stationery, eyewear, fragrances, scarves and other accessories. (Shareholder information, 2010). During 173-year history, Tiffany had created an appropriate esthetics for its products and made a brilliant success of its brand equity. However, confront of economic sea change and recessionary environment from 2008 to 2009, the worldwide sales of Tiffany had declined significantly. The bar chart follows shows the net sales of Tiffany Co. between 2001 and 2009. As the figure illustrated, Tiffanys net sales declined from $2.9 billion in 2007 to $2.86 billion in 2008 and $2.71 billion in 2009 gradually. The most important factor of Tiffanys downward sales was the worldwide range of recession between 2008 and 2009 which impact the whole category sales of Tiffany Co. significantly. More over, the fluctuations of foreign currency and precious metal price had also influenced Tiffanys sales internationally. (Annual report 2008, 2008) However, when the net sales decreased by degrees between 2008 and 2009, Tiffany Co. had taken some actions quickly. It includes reduced their staffs, slowed their pace of opening new stores, declined their manufacture and sell from suppliers and also closed their IRIDESSE stores. (CEOs annual letter, 2008). In terms of competitive strategies, Tiffany Co. expanded a wide range of its new product lines and triumphed appreciably in this area. For instance, Tiffany Co. launched the Tiffany KEYS collection in 2009, TIFFANY NOTES and METRO jewellery collections in 2008 respectively. (Annual report 2009, 2009; Annual report 2008, 2008). Moreover, extensive public relations activities and events had held successfully worldwide by Tiffany Co.. For example, the 2010-2011 Tiffany Blue Book collection event was celebrated at a marvelous square in Forbidden City of Beijing on October 23 2010. (Event, 2010) As the most representative historic site in China, chose this regal place could show Tiffanys peerless brand identity and earn glory reputation internationally. The 2010-2011 Tiffany Blue Book collection event was held in Beijings Forbidden City on October 23 2010. (Event, official Tiffany Co. Chinese website, 2010). Furthermore, although the net sales between 2008 and 2009 shows a downward trend, Tiffany Co. had never stopped to opening their new stores internationally but it slowed down their opening speed. For example, it opened 22 new stores in 2008 and 14 in 2009 respectively. (Annual report 2008, 2008; Annual report 2009, 2009). It seems that Tiffany took very careful operations in recession period but took enormous energy to resolve their problems. To celebrate the new flagship store had opened in Beijing in December 2010, an astounding 3D show was displayed onto the stores facade. (Office blog of Tiffany Co., 2010) To sum up, although a downturn economic trend was showed in recent two years, Tiffany Co. still has a great ambition in luxury jewellery industry. It seems that Tiffany focus on how to offer their products lasting value and a flawless shopping experience, as well as how to find new customers and expand their distribution worldwide and enhance its brand reputation in an extensive region. (2009 annual report, 2009) An Important point would be easy to noticed is that the proportion of wedding market accounted the whole Tiffanys market share remarkably. As the following chart which source from Tiffany Co. 2008 annual report shows, the category B which describes that diamond rings and wedding bands accounted for 18% in 2006 and 2007, increased to 20% in 2008. The average prices of this category was about $2500, $3000 and $3000 in 2006, 2007 and 2008 for total reportable segments. According this figure, it could be seen that as a famous luxury jewellery brand, Tiffany Co. has a great market share with wedding customers. Firstly, wedding market is Tiffanys target market. Not only supported from this sales category segment chat, it also could find evidence on the office Tiffany Co. website. The most conspicuous category of Tiffany, which people can find firstly when they opening a Tiffany Co. website, is engagement rather than jewellery. Moreover, the first essential topic in Tiffanys facebook or twitter is about wedding bands or engagement diamond rings. Furthermore, look at the large range of different advertisements of Tiffany Co. on magazines or websites, it also could deduction that a strong relationship between wedding people and Tiffanys products. Secondly, a large range of wedding people or Tiffany fans may want their wedding have a connection with Tiffany. When google the keywords of wedding or tiffany or together, a huge number of Tiffany styles wedding scenes that people did it themselves or wedding agencies did for them would be appeared; such as Tiffanys wedding dress, Tiffanys wedding banquets, Tiffanys wedding invitation cards and Tiffanys wedding cakes. Thirdly, this Tiffany blue wedding trend also could earn money for some particular business. For instance, some bridal gown companies named them products Tiffany wedding dress even an enterprise named itself Tiffany Bridal. (Tiffany bridal limited, 2010). Another thought-provoking example also could be found on a Chinese famous wedding magazine. A Chinese editor recommended and created a Tiffany blue wedding banquet pattern in Hotel New Otani which is one of the most famous five stars hotel in Beijing. Even Chinese have their own entrench traditional red colour wedding custom, this unique Tiffany blue wedding got an expressive successfulness of booking for the hotel when the press was released. DSC_4957 A Tiffany blue wedding released on a Chinese wedding magazine. (Zexy, 2008) As one of the Tiffanys famous tagline mentioned that Blue is the colour of dreams, a huge number of people who is engaged may think that Tiffany blue is also the colour of their dream weddings. For example, a significant number of girls discussed their dreaming Tiffany wedding in Tiffany Co. facebook website. It seems that the emotion part of Tiffany or Tiffanys blue may always about love, dream, beautiful and wedding. In terms of other famous brand such as Vera Wang or Cartier, they both have their specific target wedding market too. The former is renowned of its wedding dress firstly and is developing its brand to a integrate women fashion brand gradually. However, as a young brand which founded in 1990, Vera Wangs history is only 20 years old. (Company Information, 2010) It seems that the loyalty of customers is the most important factor of a successful brand. From this, the brand impart of Vera Wang may hardly to competition with Tiffanys. Cartier also has a great reputation of their wedding bands and engagement rings. But like Tiffany, they still not expand their wedding market widely for now. (Bridal, 2010) Decision According to a bridalwear market assessment in Key Note, the average wedding gowns that brides would pay has broken the  £1,000 in 2004 in the UK. This stood for 5.8% of the average cost of a wedding. (Key Note, 2005). Moreover, Key Note evaluates that UK wedding dress retail market was worth  £105.3m in 2009. (Key Note, 2009) Based on this huge wedding market situation, as a great luxury brand, Tiffany has their great background to launch their own bridal gowns and related accessories include bridal veils, tiaras, pins or other decorations. Hypotheses If Tiffany Co. launched their stunning wedding dress in the market, there are several benefit for the brand and business. Firstly, it is a great opportunity for Tiffany to attract peoples eyes. A huge number of different kinds of media will compete to release the first glance of Tiffanys bridal gown. Thats a free and fabulous advertise of brand. Secondly, if Tiffany only offered very limited quantities of their wedding dress, customers should book and wait for their gowns patiently and passionately. This is a good way to gain reputation and enhance brand equity. Thirdly, the expand product line will increase customers include both exist customers and new customers to increase revenue. At last but not least, as a long-term development strategy, this action will help to compete Tiffanys whole wedding product category in a proper way.

Declaration Of Independence :: essays research papers fc

The Accomplishments of Harriet Tubman   Ã‚  Ã‚  Ã‚  Ã‚  Harriet Tubman was a black woman born into slavery. Harriet was an abolitionist and strongly believed that all slaves should be free. Harriet learned that her master had died and that she would be sold if she did not run away. At the age of twenty-five, Harriet left her plantation and was on the run to a free state (Harriet par 1).   Ã‚  Ã‚  Ã‚  Ã‚  Harriet made her way ninety miles from Maryland to Philadelphia. There she began to work and make a living for herself. She decided that she was going to free other slaves so she began to make her journey back to the Southern states twice a year to free as many slaves as she could (Bentley 47-49).   Ã‚  Ã‚  Ã‚  Ã‚  The Underground Railroad was how Harriet freed hundreds of slaves, including her aging parents. The Underground Railroad was a route that Harriet took to free the slaves. She would have covered wagons with fixed bottoms, which were filled with slaves. She would take them to various homes of other abolitionists for food and shelter throughout the night. Once day broke Harriet would continue her journey towards the free states (Smith par 1-2).   Ã‚  Ã‚  Ã‚  Ã‚  When the government enacted the Fugitive Slave Law Harriet could not bring the slaves to Philadelphia anymore. They were no longer safe in any of the states and had to be brought to Canada for their freedom. This meant that Harriet had to extend the route of the Underground Railroad (Petry 132-133).   Ã‚  Ã‚  Ã‚  Ã‚  Harriet was nicknamed Moses by her people. They believed that she was sent from God to free them. Throughout all her trips back and forth through the Underground Railroad, the reward for the capture of Harriet was up to $40,000. This made it even more difficult for Harriet to make it safely through the woods and trails, though she was never captured (Smith par 5-6).   Ã‚  Ã‚  Ã‚  Ã‚  During the Civil War, Harriet Tubman became very prominent. She became a nurse, a scout, and a spy for the Union forces. As a nurse, Harriet found a root that helped cure the dysentery. Once again the soldiers began to call her Moses because she had saved many of their lives (Petry 220-224). While being involved in the Civil War, Harriet freed another seven hundred slaves. Harriet was said to be a well respected throughout the war. She received official commendations from many Union Army officials. Even though Harriet contributed a lot of time and hard work in the war efforts, she never received veterans’ benefits for any of of her painstaking work (Harriet par 3).

Police Suicide

Police suicide is a thing for police that has become way too common. Police as a career is very difficult job that brings along many different stresses. It is a job that comes with a lot of things that you don’t want to think about. You see the problems in society that occur every day that not everyone wants to see, things from suicide to murders to just everyday crimes that people commit. Police officers have more things that they have to deal with than most other professions. It is one of the most stressful jobs to have. Police have a large amount of helplessness. Helplessness stemming from why things are happening and why they cannot control more of what happens. It is very stressful to see things that happen on a daily, makes arrests for it then see the sentences get reduced to almost nothing. When this happens the officer feels as though they are helpless and nothing they do is worth it. Repeat offenders bring this upon them the most seeing them over and over again come back to doing the same type of stuff that got them arrested in the first place. Another thing that may lead to police suicide is just everyday duties of the job that may take a turn for the worse. No person no matter if they are a cop or not does not want to shoot someone or take another one’s life. Taking someone else’s life is terrible and something that can stick with a police officer forever. A memory like that can stick in someone’s mind forever even if the reason they did it was justified it’s still something that is hard to get out of their mind. These reasons along with many others will lead police to believe that taking their life is better than having to deal with the issues that they have in the life from police work. Knowing that they took another life is something that cannot be chocked down very easily. Another terrible thing that they have to see is suicide. Seeing someone else take there life makes them think about doing it themselves.

The Lack Of Economical Diversity - 1186 Words

Detroit since the 1950’s has gone bankrupt and has become a place where the standards of living have dropped. Detroit a once booming city has now become an unsatisfactory place to live, due to things like extreme poverty and pollution. The main reasons for the decline are the lack of economical diversity (focused on one industry), the racial tension, the unreliable politicians, and the oil crisis. These factors all took major in roles in Detroit having to declare bankruptcy in 2013; However even after the obstacles Detroit has had to overcome, it is now back on the path to success. I found the subject interesting because it seemed almost impossible how Detroit could go from such a booming city to bankrupt in only a few decades. The history of Detroit is still affecting Detroit’s situation today. The initial rise in the automobile industry is the thing that gave Detroit a name. Some of the biggest American automobile businesses including Chrysler, Ford, and General Motors. These companies employed a large percentage of the residents in Detroit. Most of them were blue collared workers with a variety of races. Detroit’s economy became reliant on the money the automobile industry was making. The automobile companies were more open to hiring different races instead exclusively white people to work for them. This created a surge of black americans moving to Detroit, especially from the south, in look of work. Although, racism was an issue everywhere in the United States at theShow MoreRelatedDiversity And Diversity Of The Australian Government Provides Educators With Curriculum, Assessment And Reporting Authority921 Words   |  4 PagesIt is important for educators to understand issues of diversit y and difference to ensure no students are disadvantaged and all students are treated equally. 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