History Of Tiffany And Company Marketing Essay

Tiffany and company was found in the 1937 in the United States government, New York City by Lewis Tiffany and John Young B. The company was started with the selling of the fancy goods and stationary. The starting capital was obtained as advance money from the father of Tiffany amounting to $ 1, 000, at this time, the condition in the city favored the growth of business because at this time the city was experiencing dynamic growth and the people had extravagant tastes, that is, people were willing to spend more money (Bishop, Freedley & Young, 2008.p78).

The Tiffany and company discovered the American style fashion that was based on the religion and ceremonies of the United States as well as the richness in the Victoria era. The major inspiration of Lewis and John was the world in its natural being that portrayed simplicity, clarity and harmony. In 1987, Tiffany and company became the first American design house to be honoured by oversees jury by winning the price of the best company in silver craftsmanship at the Paris Exposition Universelle. The ratio of 925/1000 was the standard that was first set by the Tiffany and company for silver purity, this ratio was subsequently set as the United states as the standard for sterling silver(Bishop, Freedley & Young, 2008.p79).

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Tiffany and company was the first to establish a designing school in America. In the school the apprentice were encouraged to sketch the natural beings, the sketches were then collected by Edward C Moore who was the studio head at that time, who used the sketches to obtain designs for the silver wear. With this kind of designs, the company became the best in the United States in personal and households’ accessories, jewels and timepieces in the 1870. At the beginning of the twentieth centaury, the Tiffany and Company had over 1,000 employees with branches in London, Geneva and Paris.

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The fanciest diamond was obtained by the company in 1878 from South Africa the mines that were known as the Kimberly. The company’s gemologist Dr. George Fredrick helped in cutting the diamonds with 82 facets, in 128.54 carats from 287.42. That gave the diamond the brilliance and fire. The cut diamond was referred to as the Tiffany diamond which was a one of the best craftsmanship of the Tiffany and company, with this diamond the engagement ring designated Tiffany® setting was designed in 1886(Bishop, Freedley & Young, 2008.p78).

In all the extravaganza shows of the 19th centaury and even in the 20th centaury, Tiffanies and company continued to win awards as the best in jewels. In 1889, the company had an exhibition in Paris in which the company was recognized as the one having the most exceptional collection of jewels that no other jewel house had ever produced. In the 1900 Paris fair, Tiffany did produced an equally spectacular collection of Jewels, silver pieces whose design was based on the ancient American pottery and further they exhibited basket designs. With the outstanding designs and exceptional qualities, Tiffany was appointed the best and the royal jeweler, further it was recognized as the head of Europe, Ottoman emperor, the Czar and Czarina of Russia.

Charles Lewis Tiffany died in the year 1902 and his son, Louis Comfort Tiffany became the first design director, in Louis time a floor of the company was left aside for the products that were crafted in the company’s studio. His position as a leading designer in the United States was well developed 1882 when the then president, Chester Arthur invited him to do the redecoration of the White House. By the year1900, Louis Tiffany became the leader in the world of the so called Art Nouveau and even in the movement of Arts and crafts. Basing on the American flowers and plants, he had designed the best glass design which he made colorful favrile glass, which was then named the colorful Tiffany favrile glass.

In 1904, the son to the president Roosevelt, the young Franklin Roosevelt purchased an engagement ring from Tiffany and company. The company was commissioned to produce silver and gold services. Through the lifetime of the Tiffany the United States and other governments employed its services in design and special commission creation. In 1885,the great United States seal was redesigned by the Tiffany and Company which is seen on the one dollar bill as well as on government official documents. It also received the highest award from the United States military, the Congressional Medal of Honor.

The football super Bowl medal, the Vince Lombardi Trophy, was designed by the Tiffany in the year 1967, which the company did design from the first super Bowl. The Blue Book collection, which features the best and most glamorous jewels from Tiffany and the world, reflects the great works of the Tiffany and Co. The book was first published in the 1845 was the first of a kind catalogue to be distributed in the United States, in the current version, the catalogue contain s the most spectacular designs that showcases the colored gemstones and diamond whose designs are inspires by the Tiffany and company jewels in the Archives.

Over the past two centauries, the Tiffany has established itself as the best jewelry company whose designs are the best so that they are favored during the life’s most important occasions in the gift presentations. Blue Box® is the Tiffany sign in which the gifts are wrapped and represents rich heritage, Tiffany is recognized as on e of the best American companies of all times to date.

Location

The Tiffany and Co is located in the United States, Fifth Avenue in New York City. The company was named after its founder who was Lewis Tiffany.

Company size (number of employees)

Tiffany and Co has many countries in the world occupying large squire meters in retail space. The company has over 8000 employees across the globe working in different sectors of the Co. Who are distributed in the mining sector, the processing sector, designing, the production sector, the testing and distributing sector and the retailing sector. The company has branches across the globe; major stores are located in the United States and Europe. The company had has over 64 retailing stores in the United states alone which cover an area of over 490,000 gross square feet. The company has a principle of opening at list five stores every year in the United States alone. The company has over 150 branches out of the United States (Bertsch, Wiseman, Wearhouse & James Madison University.2004).

Description of products/services

The Tiffany and Co is basically a holding company and all of its business is carried out through the subsidiary companies, Tiffany Co offers over 2,000 products, but major focus is given to the jewelry. Tiffany and company is the company’s major subsidiary which is a retailer and whose principle product offered is the pure jewelry. The company also specializes in the sells of timepieces, china, crystal, sterling silver wear, accessories and fragrance. Through the Tiffany and company and the other subsidiaries within the company, the company is further engaged in the retailing activities, the design of products, retailing and manufacturing.

The merchandise are sold under brand names of the manufacturers, the designer collection names and its own names. The Tiffany and Co offers about a hundred brands from other different companies. The brand names of the company include Atlas, American Garden, Back to Glamour, Fireworks, Lucinda, Faraone, and the 1837 collection, Tesoro, Intaglio and Truests. There are other trade names that are based on the companies name which are also used, these include, Tiffany & Co., Tiffany Blue Box, Tiffany for Men, Trueste by Tiffany, Tiffany Classics, T-C-O Letters that are overlapping and finally T & Co (Bertsch, Wiseman, Wearhouse & James Madison University, 2004).

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The designer collections of jewelry in the Tiffany and Co include, Elsa Peretti, Jean Schlumberger and Paloma Picasso the name that originated from that of the renowned artist, Pablo Picasso. The sterling flat silver wear from the Tiffany and Co carries the company name and is inclusive of a thick layer of sterling silver. The brand of china that are offered by the Tiffany are twelve and they are highly respected, they include, Audubonm, Arbor, Palm, Federal, Morderne, Trellis, Palladium, Band , Natural, Celledon and Weave. The leading crystal in the Tiffany and Co includes the safety warning of California. Most of the United States government states as well as other countries out of United States did believe that the lead exposure was properly placed within the safety limits. The crystals of lead were further considered to be of very high quality.

The timepieces in the line of Tiffany and company include, pocket watches, wrist watchers and clocks. The timepieces with the highest demand are the wrist watches. The wrist watches are assorted into the small and large sizes with designs suitable for both the male and the female. The cases of the watches can either be platinum, steel or gold. The shapes that are favored are round and rectangular shapes while the bands of the watches come in either alligator, bracelet style or buffalo skin, exotic material of other kinds may also be used. The type of movement of the watches also vary from the self winding, the battery powered type, the mechanical winding, the stop watch kid, the month/day/date kind and the moon phase feature. There is also the precision kind of watch where the watch adjusts to the pull of gravity. The Tiffany and Co further produces the spray scents and the eau de toilette, suitable for both the male and the female. The sprays are offered under three different brands that whose names are based on that of the companies (Bertsch, Wiseman, Wearhouse & James Madison University, 2004).

Some other companies in other industries which include the furniture industry, yachts and apparel use the name of the Tiffany and Co. The name of the company, its trade mark and the names of the brands are all registered, this provides protection to the company in terms of completion, possibility of producing counterfeit products in the companies name, legal protection and protects the identity of the company.

The company offers the keeping a secret of personal information, credit, gifts registry, gift certificates, return and further if offers exchange privileges, the repair of merchandise, jewelry appraisal and specific information on products. The company offers the personal shopping privilege by appointment, design work for custom product, hand engraving, and they also do shipping provided that it is within the country. They company provides customer parties under the retail chain for and they organize workshops where the customers are taught how to choose, utilize, clean and protect the fine finish of the products.

Manufacturing operations

Over fifty percent of the merchandise that is sold by the Tiffany Company is manufactured within the company, the rest of the products are manufactured by over hundred other companies. The diamond mines in Canada are partially owned by the Tiffany and Co, this provides the company with constant supply and security of supply of the raw materials.

Tiffany and Co manufactures most of its products in the United States though most of the raw materials are imported from other countries such as South Africa and Canada. The designs that are manufactured are based on the already existing designs that are unique to Tiffany with only a few modifications depending on the market demand. The materials that are majorly used in the manufacturing are majorly gold, silver, diamond and gemstone stone (Bertsch, Wiseman, Wearhouse & James Madison University, 2004).

The holding company of The Tiffany and Co handles the allocation of finances in the operation segments which include, the mining operating unit, designing, testing, processing, producing and retailing.

Marketing

The company gained access to most of the retail outlets in United States and the Caribbean, through the acquisition of the Little Switzerland Company. Further the company gains access to its produced products to the wealthy women through investing in the Temple St. Glair`s Boutiques.

The target market for the Tiffany and Co are the rich who consider the values of the products more and the price of the commodity is therefore not of much interest (Tracy, 2007.p116)

The company does market its products through, direct marketing, advertisements, personal selling and public relations. The messages that are used in the promotional appeal are well versed from the qualities of the products, the process of manufacture, the history of the company, achievements of the company and the needs of the clients. This include the information about the refinement, innovation, quality award exacts specification among others.

The benefits appeal messages include, pleasure, elegance, special reward and one of a kind comfort. Given the extra ordinary work the company has done to some of the customers, it does use them for promotion of its product, for example, the white house, celebrities, the national football team, designers, museums, royalty and the collectors of art.

The color associated with the company which is blue is used, display tables, in the its shopping bags, brochures, gift boxes and a variety of other promotional material.

The paper catalogs of the Tiffany and Co are used in the advertisement, the online catalogs are also used, and further, individual sites are also used for advertisement. The donation of funds and products to non profit making organization plays the important role of is one of the most important public relations activity that is carried out in the company that helps in the advertisement of the company. Some events that are put forth with the interest of preserving the environment are sponsored by the company, in doing so, the company advertises itself.

On the store, the buildings are contracted such that the products can be viewed through the windows; this is also of a form of advertisement taken by the company. The customer cares in the shopping stores are friendly which makes it easier for people to walk in and look at the products, display cases an d shows are organized in various [part, thus people get to learn of the products.