Tiffany & Co Marketing Plan

MARKETING PLAN I. exe curtailive summary3 A. History of Tiff each &038 Co. 3 II. Current swoping send 7 A. grocery everyplaceview.. 7 i. food market demographics and needs. 6 ii. Market trends and locate market develop custodyt. 10 B. drudgery digest11 i. Strengths . 11 ii. Weaknesses.. 2 iii. Opportunities 12 iv. Threats13 C. emulous and industry analysis . 14 D. returnion overview 17 E. Keys to success and critical issues20. III. Environmental analysis 23 A. Macroenvironmental accompanimentors . 23 B. Microenvironmental factors . 24 C. Competitive strategy 24 IV. trade scheme25 A. Mission25 B. Marketing objectives.. 25 C. Financial objectives26 D. identify market. 27 E. Positioning 27 V. Marketing Mix. 28 A. Product .. 28 B. Pricing 30 C. promotional material . 1 D. Channel 32 E. emolument 34 VI. Marketing research .. 35 VII. Financials 37 A. sales/gross h date of referenceld. 37 B. outgo budget39 C. Break-even analysis40 D. Profit and mischief analysis. 41 VIII. References.. 42 I. exe interruptive summary A. History of the po illumeical partyThe 1830s in sweet York City were a succession of dynamic growth, extravagant tastes and golden fortune for each unmatchable with a little capital and an abundance of imagination. In 1837, wise York became the proving ground for twenty-five-year-old Charles Lewis Tiffany and legerdebriny B. Young, who opened a stati onenessry and heart goods retention with a $1,000 advance from Tiffanys father. On their way to the new emporium at 259 Broadway, trend- pointting ladies in silks, satins, and beribboned bonnets faced a gauntlet of narrow streets teeming with horses and carri mount ups and the hurly-burly of metropolis conduct.At Tiffany &038 Co. they discovered a impudently emerging Ameri s pass away dah that go away from the European normal aesthetic, which was rooted in religious and ceremonial patterns and the Victorian eras mannered opulence. The young entrepreneurs were stir by the natural foundation, which they interpreted in exqui site patterns of simplicity, harmony and lucidness. These became the h tout ensemblemarks of Tiffany design, offset printing in atomic hail 47 hollowwargon and flatw be, and later in jewelry. Tiffany for the turn outset time achieved foreign recognition at the Paris Ex rate Universelle in 1867.The fraternity was pillageed the grand prize for silverish craftsmanship, the first time that an Ameri screwing design sept had been so honored by a foreign jury. Tiffany was the first American attach to to employ the 925/ coulomb0 trite of silver purity. Largely through with(predicate) the efforts of Charles Lewis Tiffany, this ratio was adoptive by the linked States Congress as the American sterling silver standard. The silver studio of Tiffany &038 Co. was the first American civilize of design and, as one percipient remarked, a teacher of art progress. Apprentices were further to observe and sketch nature, and t o explore the Brobdingnagian assemblages of sketches and artwork assembled by Edward C. Moore, the head of the studio. By 1870 Tiffany &038 Co. had become Americas necropsy purveyor of jewels and timepieces as substantially as extravagance table, personal, and household accessories. At the turn of the 20th nose candy the alliance had to a greater extent than one thousand employees and branches in London, Paris, and Geneva. In 1878 Tiffany acquired one of the orbits largest and finest fancy yellow infields from the Kimberley diamond mines in South Africa.nether the guidance of Tiffanys eminent gemologist, Dr. George Frederick Kunz, the diamond was cut from 287. 42 carats to 128. 54 carats with 82 facets ( al nearly brilliant-cut diamonds arrive at tho 58), which gave the stone its legendary dismiss and brilliance. Designated the Tiffany Diamond, the stone became an exemplar of Tiffany craftsmanship. In 1886 Tiffany introduced the passage of arms shout out as we k presen tly it like a shotthe Tiffany induct an innovation that lifts the diamond to a higher roam the band with sextette platinum prongs, allowing a much(prenominal) assembleed return of crystalise from the stone and maximizing its brilliance.Today the Tiffany Setting continues as one of the just more than or less of all timeyday dispute ring styles and shining sign of the jewelry makers diamond authority. During immature Yorks Gilded Age, Tiffany was prospering as never onwards. At the same time, the earth had embarked on the Age of Expositions, the era of show-stopping extravaganzas that took place in the last decades of the 19th century and into the 20th in Paris, Chicago, Buffalo and St. Louis. At e truly venue, Tiffany won the highest honors and recognition as the undisputed leader in the world of jewels.The clubs exhibit at the 1889 Paris fair was heralded as the just about extraordinary collection of jewels ever elevated by an American jewelry house. Tiffan y produced an as praiseworthy collection for the 1900 Paris fair, along with magnificent silver pieces ground on Native American pottery and wicket designs. The unprecedented commendation and number of awards beatowed on the jeweler led to Tiffanys assignment as Imperial Jeweler and olympian Jeweler to the cr receiveed heads of Europe, as easy as the Ottoman Emperor and the czar and Czarina of Russia.With the death of Charles Lewis Tiffany in 1902, Louis cling to Tiffany, the fo unders son, became Tiffanys first right awayor of Design. An entire floor of Tiffany &038 Co. was wedded to merchandise crafted in the Tiffany Studios, Louis Comfort Tiffanys atelier. His position as Americas leading designer was substantially formal by 1882, when President Chester Arthur invited him to redecorate the sporting House. By 1900 the younger Tiffany was a world leader in the Art Nouveau and liberal arts and Crafts movements. The famed artist created a noteworthy range of designs, f rom technically brilliant lead lass to pretextful Tiffany favrile glass, and enameled and painterly jewels based on American plants and f scorns. Throughout the jewelers history, the around prominent members of American society were frequent Tiffany nodes. Vanderbilts, Astors, Whitneys and Havemeyers, as tot likewiseme as J. P. Morgan, F. Scott Fitzgerald and Paul Mellon, com missioned Tiffany to produce gold and silver run. Admirers of Lillian Russell indian lodgeed a sterling silver bicycle. President capital of Nebraska acquired a seed pearl necklace for his wife, bloody shame Todd Lincoln. And a young Franklin Roosevelt purchased a Tiffany engagement ring in 1904.As the ordinal century progressed, Tiffany designs captured the spirit of the times, from the extravagance of the middle-twenties to the modernism of the 1930s and the aerodynamic age of the 1940s and 1950s. Tiffany china set the decimal point for sportsmanlike House dinners and Tiffany jewels accented the delightful c laphes of the worlds most glamorous women, including Jacqueline Kennedy Onassis, Babe Paley and Diana Vreeland. Very a with child(p) deal world-renowned jeweler Jean Schlumberger created their jewelry. Hired in 1956 by then Tiffany chairman Walter Hoving, Schlumbergers lavish, nature-inspired jewels remain the pride of Tiffany &038 Co.Throughout Tiffanys history, the unite States and foreign governments consent called upon the confederation to create special commissions. Among them ar the congressional Medal of Honor, the get together States highest military award and the 1885 redesign of the Great Seal of the United States, which can be seen on official government documents as well as on the one-dollar bill. bloodline and master copy fundamental laws have in like manner called on Tiffany design expertness through Tiffany Business Sales. The most historied of these commissions is the Vince Lombardi Trophy for the National Football unify extremely Bowl Cham pionship.Tiffany has had the distinction of creating this master and well-known(a) design since the first Super Bowl in 1967. The legendary style of Tiffany design is perhaps best represent by the annual Blue hold back Collection, featuring Tiffanys and the worlds most spectacular and glamorous jewels. Initially published in 1845, the Tiffany Blue Book was the first much(prenominal) catalogue to be distri furthered in the U. S. Todays version showcases the elect of diamonds and colored gemstones in custom-designed settings, crafted with time-honored jewelry techniques and inspired by jewels in the Tiffany &038 Co. Archives. everyplace the past two centuries, Tiffany has built an international spirit as a premier jeweler and the ultimate source of gifts for lifes most cherished occasions. Whether its a milestone in the life of a company or a family, or an soulfulnesss crowning achievement, Tiffany gifts wrap up in the signature Tiffany Blue calamity symbolize the rich inhe ritance and infrequent reputation Tiffany &038 Co. has enjoyed as one of Americas great institutions. II. Current marketing situation A. Market overview i. Market demographics and needs Official estimates put the population of Kazakhstan at 15. million as of 1 July cc8, of which 47% is rural and 53% urban population. The 2008 population estimate is 4. 8% higher than the population reported in the last census from January 1999 (slightly less than 15 million). Kazakhstan underwent remarkable urbanization during the first 50 years of the Soviet era, as the donation of rural population declined from more than 90% in the 1920s to less than 50% since the 1970s pic Next table summarizes knowledge more or less Kazakhstani market and gives more point in timeed understanding of current market situation. Year (January) Population (000) Opportunities Threats Currently isnt widely presented Logistics problems consolidation in lower equipment casualtyd segments Threat of fakes Luxur y niche is under scourge of crisis Low shuffle sentience Strengths 1. Customer service. Operating by its mission statement to be the worlds most respected seller, Tiffany focuses heavily on client service. New employees complete six to eight weeks of training in knowledge, skills, and product training. They must also pass a written test before they ar allowed to meet with customers. Once in the field, gross revenue representatives work for two years to complete a rigorous evidence process. match to John Peterson, senior vice electric chair of corporate sales, the process helps the company preserve its unique tradition and culture. 2. Unique bore.Tiffany also places extreme time nurture on the tonicity of its products, paying charge to every detail of the Tiffany experience. Charles Lewis Tiffany began this practice with his original selection of the mordant color for Tiffany turning pointes, shopping bags, and catalogs. Tiffany focused on the final, and oft times neglected, step in imperfection positioning giving customers something symbolizing Tiffany quality, commitment, consistency, respect, and reputation long afterwards they have walked out of the stock certificate. According to Denise Meyer, creative director of Frenchman Marketing, an advertising agency that specializes in jewelry marketing, Tiffany hopes you to result the product and remember where it came from. 3. Recognition.As one of the worlds most recognizable commemorate symbols, Tiffany takes all of its savory strokes components, from the quality of the blue bankers bill to the way the ribbon is tied, very seriously. Because the blue box represents the Tiffany experience, the company even sends their employees to a class to perfect the art of fasten the white satin ribbon so the box lays flat. According to James Mansur, principal of Mansur Design, a retail shoping consultancy in New York, The blue box represents refinement, luxury, elegance, good taste, qua lity, and it confers status on both the person who gives it and the person who receives it. Weaknesses 1. nock positioning problem Tiffany &038 co is positioned as luxury brand, for people with high income.yet tiffany introduces middle cost items, which is part of company strategy. But people cant realize that tiffanys jewellery becomes more low-cost and think that starting price for tiffany peal is 3000$, piece of music really it is only 900$. The same positioning problem can occur in Kazakhstan. In order to prevent this company should inform Kazakhstan populating about their prices by means of publicizing, PR and some separate activities. Opportunities 1. Currently isnt widely presented in all over the Kazakhstan there is only one Tiffany store, located in Almaty. This store is a franchise. Assortment is not great, and silver products finagle absolutely not presented. Also very poor assortment of yellow gold. . Integration in lower priced segments Tiffany adopts new strat egy, in order to attract new customers. expression of 100$ and below items in tiffany products lit lead attract new customers, for whom brand name is master(prenominal). So in fast(a) competition with well-known brands like Bvldary, Cartier and Chopard Tiffany offers luxury goods for cheap prices. Threats 1. Logistics problems Tiffany &038 Co is American company and jewelers should be transported from US. Almaty franchise transports goods from US. However, because of big exceed orders whitethorn come not in time, or breakage rate whitethorn be high. Also during transportation goods whitethorn be stolen. 2.Threat of fakes In Kazakhstan patents and copyrights atomic number 18 almost not of import, so in case of good promotion and append brand sense faces from mainland China could be easily broad to the market and brand reputation will be damage 3. Luxury niche is under threat of crisis Nowa eld monetary crisis is on the peak and people suffer from lack of silver , so they will rather like to save capital than to spend them on luxury goods 4. Low brand aw arness Besides Tiffany &038 Co is extremely pop in the west in Kazakhstan brand aw arness is very low, and a lot of funds should be spend for advertizing B. Competitive and industry analysis Competitors Signet crowd (SIG) is the worlds largest specialty jewelry retailer in terms of sales, with $3. 3 billion of revenue in 2008 the company is based in the United Kingdom and operates 1,959 stores in the U. K. and the U. S. , including Kay Jewelers and J atomic number 18d The genus Galleria of Jewelry chains in the United States. Signet Group exceeds Tiffanys in revenue and surface however the company currently lacks a presence in Asia. Tiffany, on the other hand, is in a good position to take advantage of new wealthiness developing in Asia due to the fact it al construct has stores in that region. Zale (ZLC) specializes in diamond jewelry and operates mostly mall-based stores as well as mall kiosks only in sexual union America.It lacks an international presence, however makes up for it through volume in North America The company has 2,135 locations throughout the United States, Canada and Puerto Rico. Both Zale and Tiffany sell low-priced jewelry, merely Zale only extends to moderately-priced pieces while Tiffany seeks to entertain a high-low approach by change $200 pieces next to $50,000 ones. Blue Nile (NILE) is the largest online-only retailer of certifiable diamonds and fine jewelry. The companys 2008 sales were much smaller than Tiffanys. The fact that the company sells its goods exclusively online makes it easy to a wider audience than Tiffanys, whose goods must be purchased through its own stores. caller-out shekels Sales (mm) Increase in store sales 9-10% Increase in Direct Marketing Sales 10% Expense growth 13% Advertising expense 6% In terms of financial objectives for the wide-cut year 2009, Tiffany &038Co ar now projecting sales g rowth of almost 15% which holds comparable store sales increasing 9-10% in the US and in the high single digits internationally on a constant turn rate basis. For the fourth quarter, that implies a mid single digit comp increase in the US, strong comp growth in the European and Asia/Pacific regions and a modest increase in total Japan sales. Tiffany now half way through the all important November/December holiday selling season, although the vast majority of sales occupation is still ahead of company in the next several weeks. C. Target Markets 1) Women of age(p) 34- 54 years old 2). Middle-High income, upper berth class in KZ $2000 and more 3). Status-oriented- Business women 4). Discerning customers who appreciate the finer things in life and the emotional pleasure of owning the best there is. ). Women, knowing that mostly men will be making the purchases. go start at relatively affordable level ($ gm) and go up to over a million dollars. It is known that about 39% of sales atomic number 18 right(prenominal) the United States. in that respect are stores in Brazil, Europe, Australia and Asia. hold ons are located in big cities while the catalog and internet make home the bacon to non-urban customers. D. Positioning People who pay much attention to the fashion world whitethorn know that Tiffany&038 Co is one of top three jewelry producers in the world. Among those fashionable and exquisite ornaments, tiffany rings are doubtlessly the one that gains more attention than any other ones.When dissever by mathematical theatrical role and occasion, tiffany rings can be divide into three major categories that are tiffany jubilance rings, engagement rings and nuptials rings. all(prenominal) kind of them has its own unique and unexpendable functions. both the tiffany rings are attractively crafted pieces of remarkable elegance. Tiffany &038 Co rings are unequaled in quality, with close attention to detail. I. Marketing Mix A. Product. Tiffany an d Co. s offerings include diamonds, gemstones, necklaces, pendants, rings, bracelets, charms, brooches and earrings. In addition to the classic items, Tiffany and Co. collection reflects unique items like their elegant decorative paints, jeweled boxes, heart-shaped lockets, letters of the first principle and crosses.Also for men, Tiffany and Co. has a range of rings, watches, necklaces and money clips. Among those fashionable ornaments, tiffany rings are doubtless the one that gains more attention than any other ones. When divided by function and occasion, tiffany rings can be divided into three major categories that are tiffany celebration rings, engagement rings and wedding rings. severally kind of them has its own unique and unexpendable functions. To take celebration rings as an example, there are so galore(postnominal) important occasions and moments in ones life to celebrate. To capture and play along down these lofty and important moments and occasions is so important for every person.Therefore, Tiffany celebration rings are just specially designed and brisk for you these people to come. pic Tiffany engagement rings are perfect for those young lovers who are to be engaged. Also it will make the whole ceremony full of joy and rapture and give off the flavor of shapeliness and magnificence. picTiffany wedding rings are the extremity for every bride and groom who are envisage of a grand and luxurious wedding ceremony. Tiffany wedding rings are especially distinctive, with designs ranging from classic solitaires to elaborate multi-stone arrangements. Each ring is accompanied by detailed certification as proof of its superior quality.It is accepted that tiffany rings are perfect for every occasion. It is prized for its quality, sophistication, and beauty. The four Cs of diamond quality have the greatest effect on the stones price kt The weight of a diamond is measurable in carats. The more carats, the heavier the stone, and the more dearly-w on it is. Color . A diamonds color grade is a key quality evaluation, but often misleading. This is because the precedent engagement diamond is characterized by a lack of color. Diamonds can be testing ground treated to reduce their color. At the Tiffany Gemological Laboratory, the color of each diamond is determined by comparing it to authenticated master diamonds. pellucidness A diamonds clarity rating has a direct effect on a diamonds beauty and price. The clearer a diamond is, the more costly it will be. Cut The cut and shape of the diamond affects its price depending on the difficulty involved. Emerald and princess cuts are among the least expensive because they follow the crystalline shape of the stone, while heart-shaped, pear, and oval cuts are more expensive. Tiffany diamonds are always cut for beauty, not size. otherwise Factors in Engagement Ring court Metal Yellow gold is the most common choice for engagement rings, and it is in the mid-range for prices. Silver is l ess expensive, while top-grade karats of yellow and white gold are pricier.Platinum, titanium and tungsten are broadly more expensive. Design Simple solitaires are often the least expensive design because they lack elaborate side stones or other embellishments. More intricate rings, such as Celtic patterns, bridal sets, or three stone rings are more costly. B. Pricing. Today, tiffany settings are one of the most popular choices for ring settings. company offers different ring designs, including channel set bands and stripped-down setting diamond bands that emphasize the stones.. three stone engagement rings are increasingly popular, and Tiffany engagement rings often use fancy shapes such as ovals, hearts, pears, and tapered baguettes for exquisite arrangements. Rings harm ranges Sterling silver rings $100 -$1000 Gold rings $250 over $ 5000 Platinum rings $250 over $ 5000 genius carat diamond ring $95,00-$35,000 White gold rings $500 over $5000 Every ring is u nique, each with its own precise gemological characteristics, pricing will vary. All rings meet Tiffanys relentless quality requirements and Tiffany engagement ring prices are offered C. Promotion. Tiffany &038 Co periodically conducts product promotional events and regularly advertises, primarily in intelligence operationpapers and magazines.. In Fiscal 2007, 2006 and 2005, company spent approximately $174 million, $162million and $137million, respectively, on worldwide advertising, which includes be for media, production, catalogs, promotional events and other related items. worldly concern Relations (promotional)activity is a significant asp viperect of Registrants transmission line. Management believes that Tiffanys image is compound by a program of charity sponsorships, grants and merchandise donations. For example, Tiffany &038 Co. serves as the Awards Sponsor of the inaugural Pasadena Marathon organization presented by Kaiser Permanente. The organizations mission is to p romote an enhanced quality of life for those who work, live, or assure school in the Pasadena area. Thus, company offers financial and logistical fill-in to local civil and tender-hearted agencies. In addition ,in support of its mission to preserve the natural heritage that distinguishes great urban centers, The Tiffany &038 Co.Foundation denote grants on September 25, 2008 to three organizationsHermann honey oil Conservancy in Houston, Parkways Foundation in Chicago, and The Vizcayans in Miamifor the restoration of parks and gardens in their individual cities, totaling $2,750,000. These grants expand the Foundations urban parks program that originated with support for New York Citys parks Donations are also made to The Tiffany &038 Co. Foundation, a individual(a) foundation organized to support the charitable organizations with efforts concentrated in environmental preservation and support for the decorative arts. Tiffany also engages in a program of retail promotions and med ia activities to maintain consumer awareness of the club and its products.Each year, Tiffany publishes its well-known Blue Book which showcases jewelry and other merchandise. Registrant considers these and other promotional efforts important in maintaining Tiffanys image. D. Channel of distribution. The Company operates in three segments Americas, Asia-Pacific and Europe. Americas includes sales in TIFFANY &038 CO. stores in the United States, Canada and Latin/South America. Tiffany distributes a selection of its products in the United States and Canada through its Websites at www. tiffany. com and www. tiffany. ca. Tiffany also distributes catalogs of selected merchandise to its total of customers in the United States and to mailing lists rented from trio parties.In addition, Business account holders may make gift purchases through the Companys website at http// pedigree. tiffany. com . Price allowances are given to eligible business account holders for certain purchases on the Tiffany for Business website. Moreover, products and operate are marketed through a sales organization, through advertising in newspapers and business periodicals and through the publication of special catalogs. The retail sales in Asia-Pacific region consists of sales transacted in TIFFANY &038 CO. locations in Japan, China, Korea, Hong Kong, chinaware, Australia, capital of capital of Singapore, Macau and Malaysia. The Company does business in Japan through its wholly-owned subsidiary, Tiffany &038 Co. Japan, Inc. The Company offers a selection of TIFFANY &038 CO. erchandise for purchase in Japan and Australia through its Websites at www. tiffany. co. jp and www. tiffany. com/au. Selected TIFFANY &038 CO. merchandise is sold to independent distributors for resale in Asia-Pacific markets, predominantly in the Middle eastwardern region. As for Europe , retail sales consists of sales transacted in TIFFANY &038 CO. stores in the United Kingdom, Germany, Italy, France, Austria, Swi tzerland, Belgium, Spain and Ireland. The Company offers a selection of TIFFANY &038 CO. merchandise for purchase in England, Wales, Northern Ireland and Scotland through its Website at www. tiffany. com/uk International Retail The quest tables set locations operated by Tiffany &038 Co Europe Austria capital of Austria Italy Milan France Paris, Galeries Lafayette Italy Rome France Paris, Printemps incision retentivity Switzerland Zurich France Paris, sorrowfulness de la Paix United Kingdom London, Harrods Germany capital of Kentucky United Kingdom London, Old confederation Street Germany Hamburg United Kingdom London, munificent Exchange Germany Munich United Kingdom London, Selfridges Italy bologna United Kingdom London, Sloane Street Italy Florence Canada and underlying/South America Canada Toronto Mexico Mexico City, Palacio stock, Perisur Canada Vancouver Mexico Mexico City, Palacio come in, Polanco Brazil Sao Paulo, Jardins Mexico Monterrey, Palacio retentivity Brazil Sao Paulo, Iguatemi Shopping bear on Mexico Puebla, Palacio Store Mexico Mexico City, Masaryk Mexico Santa Fe Asia-Pacific Excluding Japan Australia Brisbane Australia Melbourne Australia Sydney China Beijing, The Peninsula palace Hotel China Beijing, Oriental property China Shanghai, Jiu Guang City Plaza China Shanghai, Plaza 66 China Tianjin Hong Kong Elements Hong Kong Hong Kong International airdrome Hong Kong International Finance Center Hong Kong The marches Center Hong Kong Pacific Place Hong Kong The Peninsula Hotel Hong Kong Sogo surgical incision Store Korea Busan, Lotte plane section Store Korea Seoul, Galleria Luxury Hall East Dept.Store Korea Seoul, Hyundai Department Store Korea Seoul, Hyundai Coex Department Store Korea Seoul, Lotte Downtown Department Store Korea Seoul, Lotte beingness Korea Seoul, Shinsegae important Macau The Venetian Resort Macau Wynn Resort Malaysia Kuala Lumpur, KLCC Malaysia Kuala Lumpur, Pavillion Singapore ChangiAirport Singapore Ngee Ann City Singapore Raffles Hotel Taiwan Kaohsiung, Hanshin Department Store Taiwan Taichung, Sogo Department Store Taiwan Taipei, The Regent Hotel Taiwan Taipei, Sogo Department Store Taiwan Taipei, Taipei Financial Center E. Service pic Customer service is a companys most effective tool, therefore, they strive to keep customers happy. Tiffany representatives are available for telephone and netmail support twenty-four hours a day. There are numerous informative FAQs and articles on their website. Email customer service.Any customer who has question or assistance can complete the special form. They can beat this form in the web site of company. Jewelry make do. Professional cleanings are recommended as often as once a year. For this reason company encourage customers to bring their Tiffany &038 Co. jewelry back to us for professional servicing. Company staff is knowledgeable and see in all aspects of jewelry care cleaning gemstones, restringing pearls and repairing clasps and earring backs. Due to the fact that our items are bought over the Internet, cannot be tried on ahead of time and are bought site unseen, company have developed the sideline return and transpose policy for customer service purposes. For ReturnsAll returns must be postmarked within 7 days of address and must be in resalable conditions. purchaser is responsible for the cargo ships charges to return. The $9. 99 transport payment and a 15% restocking fee will be deducted from the refund get along For Exchanges Exchanges are only allowed for the items which are uncollectible or damaged upon receipt or the items do not fit and are not subject to a restocking fee. Items must be returned within 15 days of delivery and the customer is responsible for shipping charges to return. All items can only exchange for equal price replacement Tiffany also arranges to have items resized. All purchases through Tiffany&038 Co. s website include a 30 day, full refund, satisfaction guarantee. II. Marketing Research acquittance into Kazakhstany market is a market cultivation for company Tiffany, so managers of Tiffany need discipline in order to introduce products and services that create value in the instinct of the customer. But the perception of value is a subjective one, and what customers value this year may be quite different from what they value next year. As such, the attributes that create value cannot simply be deducted from common knowledge. Rather, entropy must be collected and analyzed. The polish of marketing research is to provide the facts and pedagogy that managers need to make their more important marketing decisions.In order to bury the market, our group made a standard test research, we created the questionnaire, that helps to identify if the population of Kazakhstan is ready to buy Tiffany products, sum of money, that people want to pay and fina lly the product mix, that will be appropriate in this country. The questionnaire has the following form ?????? ??? ??????? ??????? ? ????? ?????? 1. ??????? ??? ???. ( ?????? ????????) ??????? ??????? 2. ??? ??????? ?) 18-24 b) 25-32 ?) 33-39 d) 40-46 e) ?????? 46 3. ??? ????? ?) ?? $1000 b) ?? $1000 ?? $2,500 ?)?? $2,500 ? ?????? 4. ?????? ?? ?? ? ???????? Tiffany? ?????? ???????????. ?? ??, ?? ?? ???? ??? ??? ?????????? ??? 5. ?????? ?? ?? ??????????? ? ??? 6. ????? ????? ?? ?????? ????????? ?? ????????? ???????? ?) $100-$250 b) $250-$500 ?) $1,000-$5,000 d) ? ?? ????? ??????? ?? ??? ????? ?????? 7. ??? ??????? ????????? ??????? ????? ?? ??? ??? ????????? ?????-?????????????? ?????? ???????????. ???, ?????? ?? ????? ??? ?????? ?????? ????????? ???? ??, ??? ????? ????? 8. ???????? ?? ?? ????? ?????? ????????? ???????? Tiffany? ?? ??? ???? ??, ?? ??????????, ?????????? ?????????? ?????? 9. ??? ?? ????????? ???????? a) ? ?????????? b) ?? ???????? ? ????????? ????????? c) ? ??????? ? ??????? d) ? ????????? 10. ?? ????? ????? ?? ???????? ????????? ????? Tiffany? ?)??? ??????? b) ??? ???? c) ? ????? ???????? ??????? 11. ???????? ?? ?? ????????? ????????? ???????? Tiffany? a) ??, ????? ??????? b) ??, ?? ???? ????????? ????????? c) ??????? ???????? ????????? d) ???, ?? ??????? ??????? ?? ??????? ? ????? ??????, ???? ?????? ????? ????? ??? ??? Our group made a research, 50 random respondents have answered questionnaire, and after the survey we received following results 27% of respondents doesnt know anything about Tiffany 48% are ready to buy Tiffany products, but have never done it before 18% know about Tiffany and already have use its production % are not interested in Tiffany products III. Financials A. Sales/revenue forecast(s) By territory eld Ended January31, (in thousands) pull in sales $ By Products (in thousands) Net sales $ 2 , 8 5 9 , 9 9 7 (in thousands) Expenses (in thousa nds, except per share amounts) Net sales $ Net Income $ 220,022 $ 323,478 $ 272,897 References 1. Kotler P. (2003) Marketing Management. eleventh edition. New Jersey, Pearson education Inc. 2. www. Gazeta. kz, (02. 01. 09), ????? ??? ??????????. Online. lendable from http//www. gazeta. kz/art. asp? aid=124611 Accessed June 21209 3. ???????, (03. 02. 09), ????? ??? ??????. Online Available from http//www. rosbalt. u/2009/02/03/614987. html Accessed June 21 2009 4. Tiffany , Shareholder information Online Available from http//investor. tiffany. com/faq. cfm? SH_No_JavaScript=yes Accessed June 21 2009 5. www. Murman. ru,(05. 02. 09) ????? ????????? ??????? ?????? Online Available from http//business. murman. ru/research/33/473/? id=108 Accessed June 21 2009 6. Export. by, ????? ?????????? ????? ??????????, Online Available from http//export. by/? act=s_docs=view=1615=by_country=58=archive=64 Accessed June 21 2009 7. http//www. tiffa nyandcofoundation. org/news/article/08%20Urban%20Parks%20Program. spx Tiffany &038 CO foundation 8. http//sec. edgar-online. com/tiffanyco/10-k-annual-report/2006/03/31/Section3. aspx -Annual report of Tiffany &038 Co 9. http//www. tiffany. com/ the main website 10. http//online-jewelry-review. toptenreviews. com/tiffany-amp-co-review. html Online Jewelry Review &8212&8212&8212&8212&8212&8212&8212 pic pic pic pic World Wide Scale Increase the number of loyal users Attract new customers assorted loyalty programs Make the products more affordable The price range starts from $100 Discounts, Coupons Tiffanys lamp Charles Lewis Tiffany First Tiffany Store Tiffany Store in Tokio Wedding Rings Bvlgari rings Cartier rings