edited mkt plan

edited mkt plan - EXECUTIVE SUMMARY Four women sit down for...

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EXECUTIVE SUMMARY Four women sit down for lunch and they are all immediately drawn to a stunning pink ring sparkling on the hand of one of them. She notices them admiring her newest piece of jewelry and decides to tell them about it with a twinkle in her eye. She excitedly explains that it is one of the newest products from Tiffany & Co.’s new breast cancer line. She recently received it as a congratulations gift from her husband for beating breast cancer after many years. We are looking to extend Tiffany’s reach to consumers on an entirely different level. While our company has a long history of delivering beautiful and timeless pieces of jewelry to our customers, our marketing team believes our product can have a personal connection with our customers through supporting the breast cancer cause. Breast cancer is a terrible ongoing issue in our society. About 1 in 8 women in the United States will develop breast cancer over the course of her lifetime (“BreastCancer.org”). In 2010 an estimated 207,090 new cases of invasive breast cancer are expected to be diagnosed in women in the U.S., along with 54,010 new cases of non-invasive breast cancer (“BreastCancer.org”). These statistics demonstrate how many lives are at risk because of this deadly illness. Our product will benefit breast cancer awareness in hopes that in the future these numbers will decrease. There are many terrible diseases in our world but for women in the U.S., breast cancer death rates are the second highest rates than those for any other cancer, (“BreastCancer.org”). We need to lend a helping hand where we can because it really does make a difference. In 2010, there are more than 2.5 million breast cancer survivors in the U.S. (“BreastCancer.org”) – in part because of brands like Tiffany’s that create products in order to give back to those in need.
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Tiffany & Co is a historical company that for centuries has delivered fine jewelry to our customers. It was founded in 1837 by Charles Lewis Tiffany and has grown into a multibillion dollar corporation (“Tiffany & Co”). The brand name of Tiffany & Co is one that holds a reputation of beautifully crafted jewelry and reliable products to our customers. Tiffany & Co. possesses a strong and influential brand name in the jewelry industry, and holds a large base of loyal customers and admirers. We believe a new product that helps widely supported and nondisputed cause, such as breast cancer research and awareness, would be well accepted among current and future customers. We envision a line of rings that, through a detailed marketing strategy, will be easily recognizable and trendy among women. Our new product line consists of three rings of different styles with different prices. Whatever price range or age, our customers can wear their support through Tiffany & Co. We hope to make $11,800,000 gross profit and donate five percent of our profit as well as
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This note was uploaded on 01/04/2012 for the course MKT 291 taught by Professor Brandabur during the Fall '08 term at Miami University.

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edited mkt plan - EXECUTIVE SUMMARY Four women sit down for...

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