A Critical Evaluation of Tiffany & Co.'s Digital Marketing Approach

This report provides a critical evaluation of Tiffany & Co.'s digital marketing strategies, examining the digital platforms they utilize, including Facebook, Twitter, Pinterest, their website, and mobile applications. It assesses their position against primary competitors like Harry Winston, Blue Nile, and Pandora, using consumer engagement theory to understand their market placement. The report also delves into the strategies and tactics influenced by segmentation, targeting, and positioning, highlighting how Tiffany & Co. caters to different customer segments based on demographics, behavior, and geography. Furthermore, it identifies primary keywords, social media marketing techniques, email marketing strategies, and mobile opportunities for Tiffany & Co. while touching on the theory of motivation in marketing. The report concludes with recommendations for future improvements in Tiffany & Co.'s digital marketing efforts.

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