Tiffany & Co. Marketing Plan:
Working with a team of 6 students, we looked at Tiffany & Co. through the eyes of marketing professionals, seeking to connect the Tiffany brand with the experience of wonder for people 25-40 years old, making less than $100,000 per year. Throughout the process we conducted primary and secondary research, interviewing people about the concept of wonder, and their current impressions of the Tiffany brand and offerings. The end goal was to recommend growth opportunities that connected to the experience of wonder.

Through our research, we found that wonder was created often when a product exceeds a person’s expectations, and those experiences that take an extra moment to enjoy can cause a person to pause and reflect – “to be caught in the moment”. Especially interesting are those experiences that engage the whole body.

We preformed a marketing audit, and discovered opportunities in the “affordable luxury” market segment. Tiffany’s market location as an aspirational brand offers them a perfect pedestal to launch a line of affordable products and create customers for life.

Ultimately, our recommendation was to increase Tiffany & Co.’s presence in the home goods segment, building on their already strong representation in categories such as crystal and china. We propose an extension of this collection to include household linens, branded as the Tiffany Home Collection. The marketing message builds on Tiffany’s mission statement – “Making Every Day More Wonderful.”

We developed a new positioning statement and strategy for Tiffany & Co. in addition to some supporting tactics, including: enhancing customer service to include personal shoppers and stylists focused on home products, hosting special home decorating in-store events, and establishing partnerships with boutique hotels and spas who will exclusively use the Tiffany Home Collection products.

This project was purely speculative, and included no contact with Tiffany & Co by the team.

Marketing Plan presentation available upon request.

Date: Spring 2009
Class: Market Insight Studio
Contributed to: Primary and Secondary Research, Competitive Analysis, Persona Development, Ideation, Concept Development, Project Management

Routes to Health:
Developed with a small group of students, a patient-centered service, Routes to Health provides one-on-one home visits by traveling pharmacist in collaboration with community pharmacists and referring physicians, serving individuals whose medical conditions are impacted by Low English Proficiency.

By returning to the house call, Routes to Health provides patient-centered medication support, and expands the reach of community based pharmacies. With over 13,000 community pharmacists in the United States, over 40% of nation’s retail prescription drugs are dispensed through them. These pharmacists are critical to ensuring optimal medication therapy outcomes and contribute to the lowering of overall healthcare costs.

In addition, there is an opportunity space surrounding Low English Proficiency (LEP) adults in the U.S. Currently they number over 22 million, with a growth rate of 2.5 million new LEP adults each year. These 22 million patients account for 336 million prescriptions annually. We find that LEP and low health literacy leads to high risk of unsafe use of prescription medicines, especially when health care providers do not provide adequate time or verbal communication to these patients.

Routes to Health addresses this need through the one-on-one home visit, allowing pharmacists to spend time with patients and help them understand how to properly take their medicines, and following up on side effects and environmental factors that may contribute to their condition.

Lastly, as part of an integrated technology solution, Routes to Health monitors disease tracking indicators over time in neighborhoods. Research shows that prescriptions are often the first indicator of a disease epidemic within a community – heart disease, diabetes or otherwise. Through careful monitoring, pharmacists can know when an education and intervention campaign should be launched for a particular community.

Date: Fall 2008
Class: Innovation Studio
Contributed to: Primary and Secondary Research, Concept Development, Logo Design, Persona Development