Tiffany & Co Marketing Plan

merchandising PLAN I. administrator summary3 A. History of Tiffany & Co. 3 II. Current grocerying concomitant 7 A. Market overview.. 7 i. Market demographics and need. 6 ii. Market trends and target market ontogenesis. 10 B. SWOT analysis11 i. Strengths . 11 ii. Weaknesses.. 2 iii. Opportunities 12 iv. Threats13 C. Competitive and fabrication analysis . 14 D. Product overview 17 E. Keys to success and critical issues20. III. Environmental analysis 23 A. Macroenvironmental factors . 23 B. Microenvironmental factors . 24 C. Competitive strategy 24 IV. swop Strategy25 A. Mission25 B. Marketing objectives.. 25 C. Financial objectives26 D. Target market. 27 E. Positioning 27 V. Marketing mix in. 28 A. Product .. 28 B. Pricing 30 C. Promotion . 1 D. Channel 32 E. help 34 VI. Marketing research .. 35 VII. Financials 37 A. Sales/ tax income forecast. 37 B. expenditure budget39 C. Break-even analysis40 D. Profit and loss analysis. 41 VIII. References.. 42 I. Exe vamooseive summar y A. History of the c aloneer-outThe 1830s in saucily York City were a time of dynamic ripening, inordinate tastes and golden opportunity for any champion with a little capital and an abundance of imagination. In 1837, New York became the proving ground for twenty-five-year-old Charles Lewis Tiffany and tush B. Young, who opened a stationery and fancy goods store with a $1,000 advance from Tiffanys father. On their way to the naked as a jaybird emporium at 259 Broadway, fashionable ladies in silks, satins, and beribboned bonnets faced a gauntlet of narrow streets teeming with horses and carriages and the hurly-burly of city life.At Tiffany & Co. they discovered a newly emerging Ameri open fire style that departed from the European flesh aesthetic, which was rooted in religious and ceremonial patterns and the Victorian eras mannered opulence. The young entrepreneurs were godlike by the natural world, which they interpreted in exquisite patterns of simplicity, harmony and cla rity. These became the h solelymarks of Tiffany design, first in ash gray hollowwargon and flatw ar, and later in jewelry. Tiffany first achieved external recognition at the Paris Exposition Universelle in 1867.The fellowship was awarded the awful prize for funds craftsmanship, the first time that an Ameri displace design house had been so recognize by a foreign jury. Tiffany was the first American company to employ the 925/1000 standard of silver purity. Largely by means of the efforts of Charles Lewis Tiffany, this ratio was adopted by the unify States Congress as the American sterling(prenominal) silver standard. The silver studio of Tiffany & Co. was the first American school of design and, as one percipient remarked, a teacher of art progress. Apprentices were encouraged to observe and sketch nature, and to explore the vast battle arrays of sketches and ardeucerk assembled by Edward C. Moore, the head of the studio. By 1870 Tiffany & Co. had become Americas premier p urveyor of jewels and timepieces as intimately as luxury table, privateal, and household accessories. At the turn of the 20th vitamin C the company had much than than one thousand employees and branches in London, Paris, and Geneva. In 1878 Tiffany acquired one of the worlds largest and finest fancy yellow rhombuss from the Kimberley diamond mines in South Africa.Under 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 ( around brilliant-cut diamonds have b atomic issue 18ly 58), which gave the rocknroll its legendary fire and brilliance. tendencyated the Tiffany Diamond, the stone became an modeling of Tiffany craftsmanship. In 1886 Tiffany introduced the meshing battalion as we sleep with it todaythe Tiffany Setting an innovation that lifts the diamond above the band with six platinum prongs, allowing a more than complete return of light from the stone and maximising it s brilliance.Today the Tiffany Setting continues as one of the most popular appointment ring styles and shining image of the jewelers diamond authority. During New Yorks Gilded Age, Tiffany was prospering as never before. At the same time, the world had embarked on the Age of Expositions, the era of show-s egestping extravaganzas that took place in the last decades of the 19th century and into the 20th in Paris, Chicago, Buffalo and St. Louis. At every venue, Tiffany won the extravagantlyest honors and recognition as the undisputed attracter in the world of jewels.The companys exhibit at the 1889 Paris fair was heralded as the most extraordinary collection of jewels ever produced by an American jewelry house. Tiffany produced an equally praiseworthy collection for the 1900 Paris fair, along with magnificent silver pieces based on Native American pottery and hoop designs. The unprecedented commendation and number of awards bestowed on the jeweler led to Tiffanys appointment as royal Jeweler and Royal Jeweler to the cr sustained heads of Europe, as well as the Ottoman Emperor and the tzar and Czarina of Russia.With the death of Charles Lewis Tiffany in 1902, Louis Comfort Tiffany, the founders son, became Tiffanys first controlor of Design. An intact floor of Tiffany & Co. was devoted to merchandise crafted in the Tiffany Studios, Louis Comfort Tiffanys atelier. His position as Americas leading designer was well established by 1882, when President Chester Arthur invited him to redecorate the ashen House. By 1900 the junior Tiffany was a world leader in the Art Nouveau and Arts and Crafts movements. The famed artist created a queer cheat on of designs, from technically brilliant leaded lass to colorful Tiffany favrile glass, and enameled and painterly jewels based on American plants and flowers. Throughout the jewelers history, the most prominent members of American society were frequent Tiffany customers. Vanderbilts, Astors, Whitneys and Havemeyer s, as well as J. P. Morgan, F. Scott Fitzgerald and Paul Mellon, com committeeed Tiffany to produce gold and silver services. Admirers of Lillian Russell baseball clubed a sterling silver bicycle. President Lincoln bribed a seed pearl necklace for his wife, Mary Todd Lincoln. And a young Franklin Roosevelt purchased a Tiffany engagement ring in 1904.As the twentieth century progressed, Tiffany designs captured the spirit of the times, from the extravagance of the 1920s to the modernism of the thirties and the aerodynamic age of the 1940s and 1950s. Tiffany china set the stage for White House dinners and Tiffany jewels accented the svelte clothes of the worlds most glamorous women, including Jacqueline Kennedy Onassis, Babe Paley and Diana Vreeland. Very often world-ren professed jeweler dung bee Schlumberger created their jewelry. Hired in 1956 by then Tiffany chairman Walter Hoving, Schlumbergers lavish, nature-inspired jewels remain the pride of Tiffany & Co.Throughout Tiffany s history, the join States and foreign governments have called upon the company to create special commissions. Among them argon the Congressional Medal of Honor, the coupled 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. avocation and professional placements have also called on Tiffany design expertise by means of Tiffany Business Sales. The most famous of these commissions is the Vince Lombardi Trophy for the National Football unify Super Bowl Championship.Tiffany has had the distinction of creating this original and well-kn hold design since the first Super Bowl in 1967. The legendary style of Tiffany design is perhaps best represented by the annual begrimed bulk Collection, featuring Tiffanys and the worlds most spectacular and glamorous jewels. Initially published in 1845, the Tiffany Blue Book was the first such catalogue to be distributed i n the U. S. Todays version showcases the elite of diamonds and colored gemstones in custom-designed settings, crafted with time-honored jewelry techniques and inspired by jewels in the Tiffany & Co. Archives.Over the past dickens centuries, Tiffany has built an international reputation as a premier jeweler and the ultimate source of gifts for lifes most cherished do. Whether its a milestone in the life of a company or a family, or an individuals crowning achievement, Tiffany gifts wrapped in the signature Tiffany Blue Box symbolize the rich heritage and unprecedented reputation Tiffany & 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. billion as of 1 July 2008, of which 47% is rural and 53% urban population. The 2008 population estimate is 4. 8% higher than the population encompassed in the last numerate from January 1999 (sligh tly less than 15 million). Kazakhstan underwent significant urbanization during the first 50 years of the Soviet era, as the partake in of rural population declined from more than 90% in the 1920s to less than 50% since the 1970s pic side by side(p) table summarizes information about Kazakhstani market and gives more detailed understanding of current market situation. Year (January) Population (000) Opportunities Threats Currently isnt widely presented Logistics problems desegregation in lower priced segments Threat of fakes opulence recession is under threat of crisis subaltern filth awargonness Strengths 1. Customer service. Operating by its mission statement to be the worlds most respected seller, Tiffany focuses heavily on customer 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 are allowed to meet with customers. Once in the field, gross sales representat ives work for two years to complete a rigorous certification process. According to John Peterson, senior vice chairwoman of corporate sales, the process helps the company uphold its unique tradition and culture. 2. Unique quality.Tiffany also places extreme time value on the quality of its products, paying attention to every detail of the Tiffany experience. Charles Lewis Tiffany began this practice with his original selection of the blue sky color for Tiffany boxes, shopping bags, and catalogs. Tiffany focused on the final, and often neglected, step in brand positioning self-aggrandising customers something symbolizing Tiffany quality, commitment, consistency, respect, and reputation long after they have walked out of the store. According to Denise Meyer, creative director of Frenchman Marketing, an ad agency that specializes in jewelry marketing, Tiffany wants you to forget the product and remember where it came from. 3. Recognition.As one of the worlds most recognizable brand symbols, Tiffany takes all of its blue boxs components, from the quality of the blue study 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 arrant(a) the art of tying the white satin ribbon so the box lays flat. According to James Mansur, principal of Mansur Design, a retail branding consultancy in New York, The blue box represents refinement, luxury, elegance, good taste, quality, and it confers status on both the person who gives it and the person who receives it. Weaknesses 1. Brand positioning problem Tiffany & co is positioned as luxury brand, for people with high income. stock-still tiffany introduces mid(prenominal)dle cost items, which is part of company strategy. But people cant realize that tiffanys jewellery becomes more affordable and think that starting price for tiffany sound is 3000$, while really it is only 900$. The same positioning problem can occur in Kaz akhstan. In order to prevent this company should inform Kazakhstan populating about their prices by means of advertizing, PR and different activities. Opportunities 1. Currently isnt widely presented alone over the Kazakhstan there is only one Tiffany store, located in Almaty. This store is a license. Assortment is not great, and silver products care absolutely not presented. Also very poor assortment of yellow gold. . Integration in lower priced segments Tiffany adopts new strategy, in order to attract new customers. Appearance of 100$ and downstairs items in tiffany products lit give attract new customers, for whom brand name is important. So in unbendable competition with well-known brands like Bvldary, Cartier and Chopard Tiffany offers luxury goods for affordable prices. Threats 1. Logistics problems Tiffany & Co is American company and jewelers should be transported from US. Almaty franchise transports goods from US. However, because of big distance orders may come not in time, or breakage rate may be high. Also during transportation goods may be stolen. 2.Threat of fakes In Kazakhstan patents and copyrights are almost not important, so in case of good promotion and increased brand awareness faces from China could be easily broad to the market and brand reputation will be damaged 3. Luxury niche is under threat of crisis Nowadays financial crisis is on the peak and people suffer from lack of capital , so they will rather prefer to save money than to spend them on luxury goods 4. Low brand awareness Besides Tiffany & Co is extremely popular in the west in Kazakhstan brand awareness is very low, and a lot of funds should be spend for advertizing B. Competitive and exertion analysis Competitors Signet Group (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 Jared Th e Galleria of Jewelry shackles in the United States. Signet Group exceeds Tiffanys in revenue and size however the company currently lacks a presence in Asia. Tiffany, on the other hand, is in a good position to take benefit of new wealth developing in Asia due to the fact it al stool has stores in that region. Zale (ZLC) specializes in diamond jewelry and operates mostly mall-based stores as well as mall kiosks only in North 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, but Zale only extends to moderately-priced pieces while Tiffany seeks to maintain a high-low approach by selling $200 pieces next to $50,000 ones. Blue Nile (NILE) is the largest online-only retailer of certified diamonds and fine jewelry. The companys 2008 sales were much littler than Tiffanys. The fact that the company sells i ts goods exclusively online makes it available to a wider audience than Tiffanys, whose goods must be purchased through its own stores. Company Net 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 full year 2009, Tiffany &Co are now projecting sales growth of approximately 15% which includes comparable store sales increasing 9-10% in the US and in the high single digits internationally on a constant metamorphose 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 lacquer sales. Tiffany now half way through the all important November/December holiday selling season, although the vast majority of sales activity is still forrad of company in the next several weeks. C. Target Markets 1) Women Aged 34- 54 years old 2). Middle-High in come, hurrying class in KZ $2000 and more 3). Status-oriented- Business women 4). Discerning customers who appreciate the finer things in life and the unrestrained pleasure of owning the best there is. ). Women, knowing that mostly men will be making the purchases. ring start at relatively affordable level ($1000) and go up to over a million dollars. It is known that about 39% of sales are outside the United States. There are stores in Brazil, Europe, Australia and Asia. retentivitys are located in larger cities while the catalog and internet cater to non-urban customers. D. Positioning the great unwashed who pay much attention to the fashion world may know that Tiffany& Co is one of top three jewelry producers in the world. Among those fashionable and exquisite ornaments, tiffany rings are undoubtedly the one that gains more attention than any other ones.When split up by function and occasion, tiffany rings can be divided into three major categories that are tiffany celebratio n rings, engagement rings and wedding rings. Each kind of them has its own unique and irreplaceable functions. entirely the tiffany rings are beautifully crafted pieces of remarkable elegance. Tiffany & Co rings are unequaled in quality, with close attention to detail. I. Marketing Mix A. Product. Tiffany and Co. s offerings include diamonds, gemstones, necklaces, pendants, rings, bracelets, charms, brooches and earrings. In profit to the classic items, Tiffany and Co. collection reflects unique items like their elegant decorative appoints, jeweled boxes, heart-shaped lockets, letters of the alphabet 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 undoubtedly 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 ring s. Each kind of them has its own unique and irreplaceable functions. To take celebration rings as an example, there are so some(prenominal) important occasions and moments in ones life to celebrate. To capture and persevere down these rare and important moments and occasions is so important for every person.Therefore, Tiffany celebration rings are just specially designed and alert 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 happiness and give off the flavor of voluptuousness and magnificence. picTiffany wedding rings are the necessity for every bride and groom who are dreaming of a grand and luxurious wedding ceremony. Tiffany wedding rings are particularly 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 true that tiff any 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 Carat The weight of a diamond is measured in carats. The more carats, the heavier the stone, and the more expensive it is. Color . A diamonds color grade is a key quality evaluation, but often misleading. This is because the ideal engagement diamond is characterized by a lack of color. Diamonds can be laboratory treated to reduce their color. At the Tiffany Gemological Laboratory, the color of each diamond is determined by comparing it to authenticated master diamonds.Clarity A diamonds clarity rating has a direct effect on a diamonds beauty and price. The clearer a diamond is, the more expensive 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. Other Factors in Engagement Ring Cost Metal yellow-bellied gold is the most common choice for engagement rings, and it is in the mid-range for prices. Silver is less expensive, while top-grade karats of yellow and white gold are pricier.Platinum, titanium and tungsten are generally 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 divers(prenominal) ring designs, including channel set bands and minimal 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, heart s, pears, and tapered baguettes for exquisite arrangements. Rings Price ranges Sterling silver rings $100 -$1000 fortunate rings $250 over $ 5000 Platinum rings $250 over $ 5000 One carat diamond ring $95,00-$35,000 White gold rings $500 over $5000 Every ring is unique, each with its own precise gemological characteristics, determine will vary. All rings meet Tiffanys strict quality requirements and Tiffany engagement ring prices are offered C. Promotion. Tiffany & Co periodically conducts product promotional events and regularly advertises, primarily in newspapers and magazines.. In Fiscal 2007, 2006 and 2005, company spent approximately $174 million, $162million and $137million, respectively, on worldwide advertising, which includes costs for media, production, catalogs, promotional events and other related items. prevalent Relations (promotional)activity is a significant aspect of Registrants business. Management believes that Tiffanys image is heighten by a p olitical platform of charity sponsorships, grants and merchandise donations. For example, Tiffany & Co. serves as the Awards Sponsor of the inaugural Pasadena Marathon organization presented by Kaiser Permanente. The organizations mission is to promote an enhanced quality of life for those who work, live, or attend school in the Pasadena area. Thus, company offers financial and logistical reinforcement to local civic and philanthropic agencies. In addition ,in support of its mission to preserve the natural heritage that distinguishes great urban centers, The Tiffany & Co.Foundation announced grants on phratry 25, 2008 to three organizationsHermann Park 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 & Co. Founda tion, a private foundation organized to support the charitable organizations with efforts concentrated in environmental conservation and support for the decorative arts. Tiffany also engages in a program of retail promotions and media activities to maintain consumer awareness of the Company 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 & 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 list of customers in the United States and to mailing lists rented from thir d parties.In addition, Business account holders may make gift purchases through the Companys website at http//business. tiffany. com . Price allowances are given to eligible business account holders for certain purchases on the Tiffany for Business website. Moreover, products and services 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 & CO. locations in Japan, China, Korea, Hong Kong, Taiwan, Australia, Singapore, Macau and Malaysia. The Company does business in Japan through its wholly-owned subsidiary, Tiffany & Co. Japan, Inc. The Company offers a selection of TIFFANY & CO. erchandise for purchase in Japan and Australia through its Websites at www. tiffany. co. jp and www. tiffany. com/au. Selected TIFFANY & CO. merchandise is sold to independent distributors for resale in Asia-Pacific markets, pred ominantly in the Middle Eastern region. As for Europe , retail sales consists of sales transacted in TIFFANY & CO. stores in the United Kingdom, Germany, Italy, France, Austria, Switzerland, Belgium, Spain and Ireland. The Company offers a selection of TIFFANY & CO. merchandise for purchase in England, Wales, Northern Ireland and Scotland through its Website at www. tiffany. com/uk International Retail The following tables set locations operated by Tiffany & Co Europe Austria Vienna Italy Milan France Paris, Galeries Lafayette Italy Rome France Paris, Printemps department store Switzerland Zurich France Paris, Rue de la Paix United Kingdom London, Harrods Germany capital of Kentucky United Kingdom London, Old Bond Street Germany Hamburg United Kingdom London, Royal Exchange Germany Munich United Kingdom London, Selfridges Italy Bologna United Kingdom London, Sloane Street Italy Florence Canada and Central/South America Canada Toronto Mexic o Mexico City, Palacio Store, Perisur Canada Vancouver Mexico Mexico City, Palacio Store, Polanco Brazil Sao Paulo, Jardins Mexico Monterrey, Palacio Store Brazil Sao Paulo, Iguatemi Shopping Center 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 person Plaza China Shanghai, Jiu Guang City Plaza China Shanghai, Plaza 66 China Tianjin Hong Kong Elements Hong Kong Hong Kong International airport Hong Kong International Finance Center Hong Kong The Landmark Center Hong Kong Pacific Place Hong Kong The Peninsula Hotel Hong Kong Sogo Department Store Korea Busan, troller Department 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 Seo ul, Lotte World Korea Seoul, Shinsegae Main Macau The Venetian safety 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 capital of Taiwan, 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 email support twenty-four hours a day. There are many informative FAQs and articles on their website. Email customer service.Any customer who has question or assistance can complete the special form. They can find this form in the web site of company. Jewelry care. paid cleanings are recommended as often as once a year. For this reason company encourage customers to trifle the ir Tiffany & Co. jewelry back to us for professional servicing. Company staff is knowledgeable and experienced 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 following return and exchange policy for customer service purposes. For ReturnsAll returns must be postmarked within 7 days of tar and must be in resalable conditions. Buyer is responsible for the fare charges to return. The $9. 99 shipping fee and a 15% restocking fee will be deducted from the refund amount For Exchanges Exchanges are only allowed for the items which are spoiled or damaged upon receipt or the items do not fit and are not win 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 pri ce replacement Tiffany also arranges to have items resized. All purchases through Tiffany& Co. s website include a 30 day, full refund, satisfaction guarantee. II. Marketing Research firing into Kazakhstany market is a market development for company Tiffany, so managers of Tiffany need information in order to introduce products and services that create value in the mind 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, data must be collected and analyzed. The ending of marketing research is to provide the facts and direction that managers need to make their more important marketing decisions.In order to screen 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 finally the product mix, that will be provide 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 kindle in Tiffany products III. Financials A. Sales/revenue forecast(s) By territory Years Ended January31, (in thousands) Net sales $ By Products (in thousands) Net sales $ 2 , 8 5 9 , 9 9 7 (in thousands) Expenses (in thousands, draw off per share amounts) Net sales $ Net Income $ 220,022 $ 323,478 $ 272,897 References 1. Kotler P. (2003) Marketing Management. 11th edition. New Jersey, Pearson education Inc. 2. www. Gazeta. kz, (02. 01. 09), . Online. Available 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. tiffanyandcofoundation. org/news/article/08%20Urban%20Parks%20Program. spx Tiffany & CO foundation 8. http//sec. edgar-online. com/tiffanyco/10-k-annual-report/2006/03/31/Section3. aspx -Annual report of Tiffany & Co 9. http//www. tiffany. com/ the main website 10. http//online-jewelry-review. toptenreviews. com/tiffany-amp-co-review. html Online Jewelry Review pic pic pic pic World Wide Scale Increase the number of loyal users Attract new customers Different 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