Week 11: Integrated Marketing Communications

Tiffany & Co. has a competitive advantage. In order to stimulate consumers' purchasing, company uses sales promotions such as coupon codes, promotion codes and discount deals. One of the other promotional methods that company uses are special membership discounts for their loyal customers. There are three types of membership: silver, gold and diamond. Silver membership gives 15%. Holders of gold membership receive 18% off all orders. Diamond membership gives 20% to their holders.
Tiffany & Co. distributes advertising through television, internet, catalogs, newspapers, magazines, and campaigns. However, the company spends only 6% of revenues on advertising.Tiffany advertising is focused on brand, and specifically on sending a consistent brand image. Tiffany is synonymous with famous wrappings. All of its gifts come wrapped in exclusive blue boxes. Tiffany is trying hard to remind people of connection between color and brand. The company's strategy for enhancing potential customers' awareness is to advertise and expand its public relations programs. This would include activities like educating customers about the brand and its fine products. For example, Tiffany has advertised its products via posters on telephone kiosks as well as full-page advertisements in special publications around the world. The company aims to maintain a strong voice to customers that they can experience the joy of shopping at Tiffany.