A Critical Evaluation of Digital Marketing Strategies of Tiffany & Co.

This report critically evaluates the digital marketing strategies of Tiffany & Co., including their use of social media platforms, website, and mobile application. It analyzes their position against competitors and the influence of segmentation, targeting, and positioning on their strategies. Recommendations for the future are provided.

A Critical Evaluation of
Digital Marketing
Strategies of Tiffany & Co.
(Digital marketing)

Table of Contents
INTRODUCTION...........................................................................................................................3
PART 1............................................................................................................................................3
Background of Company........................................................................................................3
Digital Platforms Tiffany & Co..............................................................................................4
Facebook............................................................................................................................5
Twitter...............................................................................................................................5
Pinterest ............................................................................................................................6
Website..............................................................................................................................7
Mobile Application............................................................................................................7
Position against Primary Competitors....................................................................................8
Consumer engagement theory ...............................................................................................8
Strategies and Tactics of Tiffany & Co. influenced by segmentation, Targeting, and
Positioning..............................................................................................................................8
PART 2..........................................................................................................................................10
Primary keywords Tiffany & Co. could employ..................................................................10
Social Media Marketing.......................................................................................................11
Email Marketing...................................................................................................................12
Mobile opportunities............................................................................................................13
Theory of motivation............................................................................................................15
PART 3..........................................................................................................................................15
CONCLUSION....................................................................................................................15
RECOMMENDATION........................................................................................................16
REFERENCES..............................................................................................................................19

INTRODUCTION
The report contains a critical evaluation of the Digital Marketing Strategies of Company
in India. This project is in three parts; the first part includes an introduction, digital platforms
used by the company to attract customers towards products, position against its primary
competitors, and strategies influenced by segmentation, targeting, and positioning. Part two
consists of primary keywords, social media marketing, Email Marketing, and Mobile
opportunities. The third part includes a conclusion and recommendation for the company in the
future (Chaffey and Ellis-Chadwick, 2016). The Chosen company in this project is Tiffany &
Co.; it is an American-based organization that deals in luxury jewellery of diamond and silver.
The products of Tiffany are sold at stores or by corporate merchandising and direct mail. It is a
retail industry founded by Charles Lewis Tiffany and John B. Young in 1837. In this evaluation,
the comparison and contrast of Tiffany & Co. with its competitor Harry Winston is also
discussed.
PART 1
The Part 1 includes critical evaluation of various digital marketing strategy that is used by
Tiffany & Co. The part consists of the company's position against its Direct and Indirect
Competitors—the strategy and tactics that could be influenced by targeting, segmentation, and
positioning.
Background of Company
Tiffany & Co. sells crystal, water bottles, personal accessories, sterling silver, fragrances,
leather goods, and watches. There are 326 stores of Tiffany in various countries such as Canada,
the United States, India, Europe, Japan, and many others. Blue Book was the first mail-order
catalog that was published in 1845. When Charles Lewis Tiffany was expired, the first official
director of the Organisation was Louis Comfort Tiffany.

Illustration 1: Tiffany & Co.
(Source: Tiffany & Co., 2021)
Tiffany launched the Hard wear collection in April 2017. The company opened a cafe in
New York which was named Blue Box in July 2017. The organization also conducts an
Innovation and Jewellery Design Workshop to attract customers to buy its products. The official
colour of the brand is decided by one portrait which Charles Tiffany saw. When the company
was formed, they didn't sell jewellery, and they deal with fancy goods and stationery. Tiffany
introduced the engagement ring in 1886. The firm also creates trophies for sports events. Tiffany
& Co. had also created World Championship Baseball Trophy in 1888. The organization has
more than 300 stores and employees around 14,200. The company has various competitors in the
market. They are Blue Nile, Pandora, Cartier, and many others. Tiffany has maintained its profit
with consistency. The operation strategy of the organization is the processing and refinement of
metals and gemstones. They purchase diamonds from Canada, Russia, Australia, Namibia, and
Sierra Leone. The company's corporate strategy is to create brand awareness among customers to
meet their goals and objectives.
Digital Platforms Tiffany & Co.
Tiffany uses various digital platforms, such as Facebook, Pinterest, Instagram, Twitter,
and its website. The customers can visit social media platforms, avail information related to
product descriptions and prices, and book their social media platforms' orders. Mostly, people
prefer Tiffany's mobile application to purchase products because they feel it is the safest mode
(Chaffey and Smith, 2017). With Social media platforms' help, the company attracts a large

audience to visit the store and buy them. Tiffany can target any audience and makes business
profitability increased. The digital platforms used by Tiffany & Co. are-
Facebook
Facebook is a platform in which a large number of audiences are active per day. Tiffany
& Co. has its account on Facebook, having four million fans. The social media platform's page
consists of an image of products, price, detailed information, and pictures of celebrities who
wear Tiffany's jewelry. By having a page on Facebook, they can easily interact with a large
number of people. The company also replies to users' comments and doesn't make conversation
with customers on social media platforms. Tiffany uploads their new collection of images to
attract customers to their products. The organization has social teams that manage sites with
effectiveness and efficiency (Cova, Kozinets and Shankar, 2007). Tiffany also rewards their
customers who have excellent content, making them feel excited to buy the products.
(Source: Tiffany & Co. Facebook Page, 2020)
Illustration 2: Tiffany & Co. Facebook Page

Twitter
Twitter is another social media platform which Tiffany uses to promote their products
and services. There are only two accounts of Tiffany, one for Brazil and one for the U.S. The
Company post tweets per day related to product suggestion, links, offers, discounts, promos and
links of their other social accounts. Tiffany & Co. also responds to users' tweets, and its primary
purpose is to broadcast marketing messages instead of interacting with customers.
Illustration 3:Tiffany & Co. Social Media
(Source: Tiffany & Co. Social Media, 2010)

Pinterest
Pinterest is one of the known social networks which Tiffany uses. People use Pinterest to
identify new trends and wedding ideas, so Tiffany uses this social media platform to share
engagement ring and jewelry designs due to its high demand. Tiffany has 274,775 followers on
its Pinterest account (Dahl, 2015). But in comparison to its reputation, the entity has fewer
followers on social media as per expectations due to Tiffany's lack of efforts. They posted 350
pictures on nine boards despite having an account for several months. The organization uses
Pinterest for Promoting its Bluebook. Tiffany also promotes their Pinterest page in various other
social media sites by which more customers get attracted and follow the page of Pinterest.
Illustration 4: How Tiffany & Co. uses Facebook, Twitter, Pinterest and Google+
(Source: How Tiffany & Co. uses Facebook, Twitter, Pinterest and Google+)
Website
Website is a social networking site through which customers can purchase products of
Tiffany. The company has its website, which is easy and straightforward for customers to order
items. Consumers can find suitable products which they like most and place them by adding in
Shopping bag. For completing the order, customers have to go through the checkout process.
After this process, customers receive their payment on their Mobile number and official mail id.
The Customers can avail of the item when products get dispatch and deliver (Ryan, 2017).

Mobile Application
Mobile Application is one of the platforms through which customers can avail
information of products in better aspects. Tiffany has its Mobile application by which people can
gain the virtual experience of putting rings on their hands. With the help of Mobile applications,
the profit margin and sales of the company get enhanced. It becomes easy for customers to
choose among several varieties of products available by Tiffany. The customer can purchase
goods from a mobile application, and it is a safe and secure process. There are various features in
a mobile application that people can use according to their tastes and preferences (Das, 2018).
Tiffany's mobile application helps in boosting the sales and growth of the company. People feel
comfortable while buying products from the application as they don't need to go to an outlet to
purchase goods and services.
Position against Primary Competitors
Tiffany has primary competitors, which are classified into direct and Indirect
Competitors. The direct competitors are divided based on the size of the business and price of
products, so, according to it, the competitors are the Blue Nile, Harry Winston, and Pandora. The
Blue Nile is one of the largest retailers of Online Diamond. The Company target tech-savvy men,
whereas Tiffany target both men and women. The strength of Blue Nile is its affordability,
through which customers face easy-to-buy products as they offer a low cost compared to Tiffany.
The other competitor of Tiffany is Pandora, and the company keeps there focus on women.
Pandora's advantage is that they provide the customer with personalized jewellery and design the
product according to people's tastes and preferences. The strength of Pandora is its unique selling
point and reputation, which they have created in the market. Harry Winston is also a competitor
of Tiffany, and it is an American-based company that deals in jewellery. Tiffany and Harry
Winston's price is similar, but the customer prefers Tiffany products due to their high quality.
The indirect competitors of Tiffany are Swarovski, Cartier, and Bvlgari.
Consumer engagement theory
Consumer engagement theory This theory is applied for assessing the position of
competitors. Based on customer's preferences and demands, a company can find its competitive
place in the market. The customer gets attracted to firms that provide goods at an affordable
price with high quality. They can also pay a premium amount if the product is up to the mark,

satisfying customers' needs and requirements (Ajzen, 1991). Tiffany provides premium goods
with high quality, and its competitors offer products with low quality. Here Tiffany can avail the
advantage of producing goods of high quality.
Strategies and Tactics of Tiffany & Co. influenced by segmentation, Targeting, and Positioning
Segmentation is a process of dividing a group of people based on different
characteristics. The First customer segment of Tiffany is male and female of varying ages, and
the company understands the needs, demographics, personality, and lifestyle of the customer.
Tiffany sells their products from Outlet or its official Websites (Booth, and Matic, 2011). The
organization's second customer segment target is the wealthy class family who can afford its
price. The market segments are divided into various types they are Geographic, Behavioural,
demographic, psychographic segmentation, etc. Tiffany's demographic segmentation is based on
income, religion, education, and occupation. According to these demographic segmentation
factors, Tiffany targets high-income people who earn a high income and can afford its products.
The organization targets both the female and male gender. The behaviour segment includes
loyalty, usage, occasions, engagement, and any special events. Tiffany may influence the
decision of customers by providing offers and discounts so that more customers get attracted.
This also helps in creating a solid customer base as they prefer products of High quality.
Geographic segmentation means dividing groups based on Country, Region, City, population
density, and Weather. Tiffany deals in various countries, including India, Europe, Canada, Japan,
and many other countries in World. Tiffany generally opens its stores in Crowded area so that
more and more customers can easily visit its Outlet. With the help of segmentation, Tiffany can
fulfil the needs of customers and focus on retaining them. The Market segmentation helps in
increasing profit and growth of Company by gaining share of the Market segment. But Market
segmentation also increases the cost of Organisation as they offer products to different market
segment through which cost of production get enhanced. By Targeting different market
segments, Tiffany must focus on maintaining large inventory.
Targeting is a strategy that divides the large market into small segments to concentrate
on particular sectors. Targeting affects the customer's experience, business operation,
advertising, and branding of the company. It is essential to choose the right segment that could
lead an organization to earn a high-profit margin with an increase in its growth. The correct
target market helps achieve its goals and objectives, whereas a wrong target market can make

business productivity and profit decrease (Hoffman and Fodor, 2010). Tiffany targets male and
female gender who live a luxurious life and afford the price of its products. Targeting is essential
for a company as it attracts and generates high-quality leads. By targeting the right person, the
company can differentiate its brand from its competitors. Targeting also have disadvantage as
sometimes company target wrong market which reduces its profit margin.
Positioning is another strategy through which the company can influence its customers'
perception regarding its products and services. The positioning's primary purpose is to create a
positive image of its development in front of Customers. There are various types of positioning
such as Product price, quality, use and its application, competitors, and product benefits. As
Tiffany targets affluent customers, its products are expensive with premium quality. The
Competitors of Tiffany are Pandora, Harry Winston, and Blue Nile; they are direct competitors
that could impact Tiffany's performance. Tiffany's position is close with Harry Winston in terms
of price as both brands sell their products at a similar price. Still, Tiffany also gains the
advantage of producing high-quality items. The company is already beating Harry Winston, and
for other competitors, Tiffany creates a strategy that could help gain a competitive advantage in
the market. The firm can earn a competitive advantage by providing superior services from its
competitors to prefer its brand and become loyal. Tiffany is active on Social media sites to reach
maximum audiences. With the help of positioning, organisation can create a good image in front
of people.
By applying segmentation, targeting and positioning strategy, Tiffany & Co. can increase
their sales by targeting particular market and position its product in market. This strategy also
helps in identifying the gap in market so that company can work accordingly. But Tiffany have
to use various distribution channel to reach people of different segment for applying this
strategy.
PART 2
In Part 2, the evaluation is of primary keywords through which the company can increase
its growth and profitability. The part also evaluates social media marketing, mobile
opportunities, and email marketing that the company could engage in. In this part, a consumer
theory is also used to increase the analysis of Tiffany's Digital Marketing Strategies

Primary keywords Tiffany & Co. could employ
There are other primary keywords through which a website can look more creative and
attractive. Currently, The slogan of Tiffany is. Beautiful designs make a beautiful life. The
company deals with beautiful jewelry collections that attract people to buy the product and make
their life attractive with its elegant pools. Tiffany can also use a tag line that could attract
customers is "A Friend of Every Individual- Jewellery." This line can make the customer feel
valued as the line only indicates its meaning. The organization needs to make their customer feel
special to gain a solid customer base.
Social Media Marketing
Social Media Marketing is a platform through which an organization can increase its
profit and growth. Social media is known for networking platforms through which they could
reach more and more customers. There are various Social media platforms such as Facebook,
Instagram, Pinterest, Twitter, YouTube, Whatsapp, Snapchat, and many others. Social media
marketing increases brand awareness among customers. It is essential to create brand awareness
that only a company can interact with their audiences to increase their brand reputation. The
organization has its page on social media platforms. They invest few hours per week and hire
employees, sponsors, and business partners to make their page popular on Social Media. The
pages on Social Media increase the exposure of Tiffany (Kannan, 2016). The company must
provide a personalized message on comments which customers post on pages. Replaying each
word reflects that the company is attentive to customers' needs and offers the best experience.
Social media helps gain valuable customer data. Many people are active on social media
platforms; the company can grab information related to customers and use the data to create a
solid customer base. Social Media Marketing is a cost-effective method for advertising their
products. Tiffany could engage in Social media marketing by considering the following points
they are-
Choosing an effective social media platform is a method through which Tiffany could
engage in social media marketing. The company can focus on social media platforms to spread
brand awareness and grab user engagement. Social Media Marketing helps in increasing sales of
Tiffany as the products reach more and more customers. Each social media platforms have
different features which Tiffany must assess. Facebook is an online platform that has the most
significant active users across World (Kozinets, 1999). With the help of this online mechanism,

Tiffany can interact with customers regarding selling their products. The organization must hire a
team that can manage and maintain the page on Facebook. Tiffany has its Facebook accounts
with Four million fans and updates posts per day or frequently. Tiffany puts an ad on Facebook
to attract customers, but they make sure that the audience must tag in a position so that product
may reach them. If the company provides any discount and offers it, it is shared with the general
public via Facebook and other platforms. The Caption on the post is attractive and influences
customers to purchase the products. YouTube is another online platform that has created its
presence in World. By YouTube, Tiffany shares videos related to its products and services and
creates a solid customer base. But the company must make sure that video must be for 2 to 4
minutes as people get bored watching lengthy videos. The description of products must be
compelling and informative.
Communicate with Customers is very important for any business. For communicating
with people, Tiffany must stay active on social media platforms. For example, if any customer
tweets, posts, or comments on social media, it is critical to reply to their position. It shows
company have value for its audiences and treat them as a family member. If Tiffany is
continuously active on social media, it can gain customers' trust and loyalty towards business
(Mangold and Faulds, 2009).
Email Marketing
Illustration 5: E-Mail Marketing
(Source: Email Marketing, 2021)
Tiffany uses email marketing to promote its products and services and gain the loyalty of
its customers. Email Marketing is. One type of marketing through which Tiffany can provide
information related to its new products, services, offers, and discounts. It is a straightforward
form of Marketing by which a company could reach many people at the same time. A good list

of people must be maintained to become accessible for a company to send mail. Email Marketing
is famous for increasing the growth of organizations. Tiffany makes customers engage with their
mail by using email marketing and take action whether to read, archive, or delete. It is one of the
cost-effective methods to share information related to its brand. Tiffany engages in Email
marketing by focusing and maintaining the list of target people, helping maintain a relationship
with people. There are few tips through which Tiffany can make an effective email marketing list
for treating customers right and provide valid information.
The organization didn't buy an email list from any marketing company; they focus on lead
magnets. Tiffany must offer customers discounts on signing up in the email list, which an
organization provided via the custom sign-up form. The other effective method for making
people sign up for their email list is providing free shipping on orders or distributing prizes when
signing on an email list. Tiffany must be aware of national or international rules and regulations;
laws are framed to protect data related to the customer's personal information. They are General
Data Protection Regulation in European Union and CAN-SPAM Act in U.S. Tiffany can use
email marketing to grab people's attention and have conversations with them. The company must
maintain dignity and trust among customers as they have also trusted the firm by providing an
email address, so it is better not to abuse that trust. Thus, email marketing is an easy method by
which the company may reach many people and send a personalized message based on different
segments (Tiago and Verissimo, 2014).
Mobile opportunities
The company can utilize Mobile opportunities by connecting with customers as mobile
application helps to know more about people and company. The organization gets information
about a person who installs their mobile apps. Tiffany can also enhance its number of
installations by providing offers and discounts. Mobile application helps a company to increase
its brand image and reputation in the market. Tiffany & Co. has purchased a mobile application
to give better experiences to its customers. In this application, people can experience diamond
ring collection virtually and find the quality of the ring.

Illustration 6: Tiffany & Co. Introduces Engagement Ring Finder App
(Source: Tiffany & Co. Introduces Engagement Ring Finder App)
The consumer can select the perfect ring for any occasion or ceremony. With this feature,
it becomes easy to decide without visiting the outlet. Customers can also make an order through
Tiffany's official websites. This application is created due to the interest of people in growing
online mobile shopping. Tiffany has created the first application within the Jewellery Industry
through which the audience can grab an opportunity to experience its product virtually. In this
application, customers can use various features to change their skin tone, designs, shape, metal,
carats, and size of the ring (Liu, and Zhang, 2019). The customer can also look at the product by
zooming and also avail detailed information. Tiffany has also paired its application with various
social media platforms by which people can share a collection of products that they most like.
The application's main aim is to boost the sale of its products and allow customers to choose
their favourite jewellery. The Mobile application gives excellent support in making a business
successful in the market.

Theory of motivation
According to Maslow, there are five needs of human which they want to fulfill. They are
Physiological needs, safety needs, social needs, Esteem needs, and Self-actualization needs. The
products in which Tiffany deals in jewellery meet customers' needs as people prefer jewellery to
showcase in front of other people. The target market of Tiffany is male and female gender. They
provide goods with proper safety and security. This helps in fulfilling the needs of people
(Muljono, 2018). Its branding strategy can fulfill the social conditions of customers as customers
want attention and value. This can be done by getting active on social media sites. Tiffany is one
of the reputed organizations in the market. If customers purchase its product, they are considered
premium consumers, as its primary focus is on high-class people. The customers make purchase
premium quality products which help in achieving self-actualization needs.
PART 3
Part 3 consist conclusion that assesses digital marketing strategies and recommendation,
which helps Tiffany improve its plan to remain competitive in the market and increase its Profit
Margin.
CONCLUSION
From the above information, it is concluded that various digital platforms can help
businesses increase their presence and reputation in the market. These digital platforms enhance
the growth and productivity of the company. The digital platforms are Facebook, Instagram,
Twitter, Pinterest, Quora, and many others. Using digital media, an organization can reach the
maximum number of audiences through which their sale could be enhanced. With the help of a
digital platform, a business can improve its efficiency and Scale. The company has several
competitors, which might create a problem for business and also affect its performance. It is
essential to identify the competitor's position in the market to make a strategy to improve its
product quality and make changes in its price accordingly.
The market is divided into three sectors they are segmentation, targeting, and positioning. The
firm gets influenced by segmentation based on age, gender, income, and education. The
company divides its segment based on age, income, and gender, impacting its strategies. The
organization chooses to target a particular segment through which they can earn high profits with
increment in their growth. The positioning can also affect the process of the company. They must

identify its current position in respect of Competitors. The part of a business helps in deciding
whether the company could compete with their rivalry or not. There are various ways an
organization could engage in Social Media Marketing, Email Marketing and utilize mobile
opportunities. With this, a business can achieve its goals and objectives and remain competitive
in the market. These ways help in building a solid customer base and increase the sale of the
company. Social Media Marketing is a platform through which a firm can enhance its reach by
focusing on many customers. It is a platform where billions of people get active. By having a
page on social media sites company can interact with more and more people. There are different
types of Social media sites. Each has its uniqueness and features (Zhu and Chen, 2015). The
organization can use various social media platforms to promote its products and services and
prefer a suitable venue that they like most. The Social Media sites that companies can use to
promote their brand are Facebook, Instagram, Pinterest, Quora, and many others. Firms could
also engage in email marketing. It is a simple and easy way to interact with customers by
providing valid information about the company, products, offers, and discounts. For sending mail
to people, the organization must maintain a proper mailing list by which they can find people to
whom they could send mail. The company must focus on new and existing customers as both can
help increase the business's sales.
RECOMMENDATION
To increase business growth and productivity, it is essential to capture the right customers
as they help make the organization successful. Few recommendations help Tiffany to take their
business forward. They are as follows-
Strategies Recommendation
Recapture Existing
Customers
Tiffany must recapture its existing customers as only new
consumers cannot make a business profitable. It is essential to
retain customers to increase the reputation and value of the
organization. Tiffany must focus on people who have purchased
their products, as they are the ones who can repurchase items if
they are satisfied with the customer services provided by the firm.
The company must gather information of people who have
purchased items for one time and provide offers or discounts to
make them visit in-store. To run business activities for a long

time, it is essential to create strategies for both customers,
targeting new ones and retaining existing people.
Increase Market Reach Market reach is essential to take a company towards a path of
success. Tiffany must extend their marketing reach by opening
new stores in different locations, and it is not necessary to open a
new outlet. It could be virtual also. Organizations can tie up with
various online websites that can increase Tiffany's products'
visibility for increasing virtual dealing. Expanding market reach
can increase the growth and productivity of the company.
Trade shows Trade shows help increase organization growth as many people
visit in the front. Tiffany can show their products to grab an
opportunity to expand its customer base. By taking part in trade
shows, a company can directly market its products to many
customers. The firm can increase its network with other industry
businesses by linking with other companies, finding new
opportunities, collaborations, and promotional campaigns.
Diversify Product For leading success in Business, Tiffany must diversify its
products. The goods and services offered to customers must be of
high quality and fulfill customers' needs and requirements. The
company can also research people's needs and requirements and
produce products according to customers' tastes and preferences.
Diversify goods and services can increase the growth and
profitability of Tiffany.
Tapping into a new
market
Tiffany can also tap into the new market for getting success in
their business. Expanding its operation activities can lead to an
increase in growth and reputation. Tiffany can identify the new
location in which they can establish their business and generate
more sales. The company can also attain a new customer base if
they set up their activities in a competitive country. The location
must be selected based on market culture, exchange rate, market
growth, and domestic competition.

Use Social Media Social media is one of the best platforms to showcase products
and services which Tiffany offers. Through social media, Tiffany
can promote their business and gain a solid customer base. Social
media helps companies reach many people as billions of people
are using social media platforms. It is one of the advantages of
social media. Tiffany can also connect directly with people. They
can know audiences better and deliver more valuable products.
The organization must provide better customer service to increase
its sales. There are various social media platforms through which a
business can increase its growth and productivity.
 Facebook is a platform with having a large number of
active users.
 Instagram is one of the social media platforms that engage
people easily. It helps in extending the reach of Companies
and people.
Target new customers Tiffany can also focus on targeting new customers as it helps in
increasing sales and brand awareness. To target new customers
firstly, the company must learn about customer's tastes and
preferences. The company must know market position and
scenario before targeting new customers. For focusing on new
customers, Tiffany must identify the needs and requirements of
Customers. By finding the audience's needs, they can offer
products that could satisfy them and create a solid customer base.
Customize Product For Moving forward in the Market, Tiffany can also produce
customized products. Nowadays, people prefer more customized
products as compare to goods which the company itself makes.
Customize items fulfils the needs and requirements of the
audience and boosts the profitability of the organization. It also
increases the loyalty among people and the company. They can
stand out from the market competition. Customize products can
make the company different from other competitors.

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