Tiffany & Co Marketing Plan

merchandising PLAN I. Exe blowive succinct3 A. History of Tiffany & Co. 3 II. Current merchandise situation 7 A. securities industry everywhereview.. 7 i. Market demographics and needs. 6 ii. Market trends and target market place growth. 10 B. SWOT analysis11 i. Strengths . 11 ii. Weaknesses.. 2 iii. Opportunities 12 iv. flagellums13 C. free-enterprise(a) and industry analysis . 14 D. Product overview 17 E. Keys to victory and critical issues20. III. Environmental analysis 23 A. Macroenvironmental f typifyors . 23 B. Microenvironmental factors . 24 C. Competitive strategy 24 IV. merchandising Strategy25 A. Mission25 B. Marketing objectives.. 25 C. Financial objectives26 D. Target market. 27 E. placement 27 V. Marketing Mix. 28 A. Product .. 28 B. Pricing 30 C. Promotion . 1 D. Channel 32 E. utility 34 VI. Marketing research .. 35 VII. Financials 37 A. Sales/gross forecast. 37 B. Expense budget39 C. Break-even analysis40 D. Profit and loss analysis. 41 VIII. References.. 42 I. Executive summary A. History of the confederationThe 1830s in overbold York City were a while of dynamic growth, extravagant tastes and meretriciousen opportunity for anyone with a little great(p) and an abundance of imagination. In 1837, impudently York became the proving ground for twenty-five-year-old Charles Lewis Tiffany and John B. Young, who opened a stationery and fancy goods livestock with a $1,000 advance from Tiffanys father. On their stylus to the new emporium at 259 Broad vogue, fashionable ladies in silks, satins, and beribboned bonnets faced a gauntlet of narrow streets teeming with horses and carriold ages and the hurly-burly of city flavour.At Tiffany & Co. they discovered a newly emerging Ameri cease style that de inciteed from the European chassis aesthetic, which was rooted in religious and ceremonial patterns and the Victorian eras mannered opulence. The four-year-old entrepreneurs were inspired by the natural ground, which they interpreted in exquisite patterns of simplicity, harmony and clarity. These became the h allmarks of Tiffany design, offset in smooth-spoken holloww ar and flatw ar, and later in jewellery. Tiffany first achieved international recognition at the Paris description Universelle in 1867.The company was awarded the alarming prize for silver craftsmanship, the first conviction that an American design house had been so honored by a foreign jury. Tiffany was the first American company to employ the 925/1000 measu call rod of silver purity. Largely by the efforts of Charles Lewis Tiffany, this ratio was adopted by the joined States Congress as the American sterling silver standard. The silver studio of Tiffany & Co. was the first American school of design and, as one beholder remarked, a t from each oneer of art progress. Apprentices were upholdd to observe and sketch nature, and to search the vast arrays of sketches and artwork assembled by Edward C. Moore, the head of the studio. By 1870 T iffany & Co. had be grapple Americas phase modulation purveyor of jewels and timepieces as well as luxury table, personal, and household accessories. At the function of the 20th blow the company had much than one thousand employees and branches in London, Paris, and Geneva. In 1878 Tiffany acquired one of the benas largest and finest fancy sensationalistic infields from the Kimberley baseball field mines in reciprocal ohm 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 ( to the highest degree intense-cut diamonds sustain save 58), which gave the perdition its legendary fire and brilliance. functionated the Tiffany Diamond, the stone became an exemplar of Tiffany craftsmanship. In 1886 Tiffany wrapd the struggle ring as we k at one time it instantlythe Tiffany Setting an innovation that lifts the diamond above the band with six platinum prongs, allowing a more complete return of light from the stone and maximise its brilliance. straightaway the Tiffany Setting continues as one of the nearly popular battle ring styles and shining symbol of the jewelers diamond authority. During brisk Yorks Gilded Age, Tiffany was prospering as never before. At the akin time, the world had embarked on the Age of Expositions, the era of show-stopping extravaganzas that took place in the stretch out decades of the 19th century and into the 20th in Paris, Chicago, Buffalo and St. Louis. At either venue, Tiffany won the highest honors and recognition as the undisputed leader in the world of jewels.The companys exhibit at the 1889 Paris fair was harbinger as the most extraordinary collection of jewels ever realised by an American jewelry house. Tiffany produced an equally praiseworthy collection for the 1900 Paris fair, a farseeing with majestic silver pieces based on Native American pottery and basket designs. The unprecedented commendation an d number of awards bestowed on the jeweler led to Tiffanys appointment as Imperial Jeweler and Royal Jeweler to the crowned heads of Europe, as well as the Ottoman Emperor and the Czar and czaritza of Russia.With the death of Charles Lewis Tiffany in 1902, Louis simplicity Tiffany, the founders son, became Tiffanys first Director of Design. An entire floor of Tiffany & Co. was devoted to merchandise crafted in the Tiffany Studios, Louis Comfort Tiffanys atelier. His position as Americas leading decorator was well established by 1882, when death chair Chester Arthur invited him to redecorate the snowy House. By 1900 the younger Tiffany was a world leader in the Art Nouveau and humanities and Crafts movements. The famed artist created a remarkable range 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 America n fiat were frequent Tiffany customers. Vanderbilts, Astors, Whitneys and Havemeyers, as well as J. P. Morgan, F. Scott Fitzgerald and Paul Mellon, commissioned Tiffany to produce gold and silver services. Admirers of Lillian Russell ordered a sterling silver bicycle. President Lincoln purchased 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 1930s and the aerodynamic age of the 1940s and 1950s. Tiffany china set the stage for White House dinners and Tiffany jewels bracing the elegant c the great unwashedhes of the worlds most glamorous women, including Jacqueline Kennedy Onassis, child Paley and Diana Vreeland. Very often world-renowned jeweler Jean Schlumberger created their jewelry. Hired in 1956 by then Tiffany chairman Walter Hoving, Schlumbergers lav ish, nature-inspired jewels re chief(prenominal) the pride of Tiffany & Co.Throughout Tiffanys history, the join States and foreign politicss have called upon the company to create special commissions. Among them atomic number 18 the Congressional Medal of Honor, the coupled States highest military award and the 1885 redesign of the swell Seal of the unite States, which can be seen on official government documents as well as on the one-dollar bill. Business and professional organizations have also called on Tiffany design expertise through and through Tiffany Business Sales. The most famous of these commissions is the Vince Lombardi Trophy for the National Football League Super bowlful Championship.Tiffany has had the distinction of creating this original and well- crawl inn design since the first Super pipe bowl in 1967. The legendary style of Tiffany design is perhaps best stand for by the annual unforgiving Book Collection, featuring Tiffanys and the worlds most spectac ular and glamorous jewels. Initially published in 1845, the Tiffany Blue Book was the first such(prenominal)(prenominal) catalogue to be distributed in the U. S. Todays version showcases the elite of diamonds and colored gemstones in custom-designed telescopes, crafted with time-honored jewelry techniques and inspired by jewels in the Tiffany & Co. Archives.Over the past two centuries, Tiffany has built an international reputation as a premier jeweler and the net source of gifts for lifes most cherished occasions. Whether its a milestone in the life of a company or a family, or an individuals crowning achievement, Tiffany gifts wrap in the signature Tiffany Blue Box symbolize the rich hereditary pattern and unparalleled 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 community of Kazakhstan at 15. million as of 1 July 2008, of which 47% is agricultural and 53% urban population. The 2008 population estimate is 4. 8% higher than the population report in the last census from January 1999 (slightly less than 15 million). Kazakhstan underwent significant urbanization during the first 50 old age of the Soviet era, as the sh ar of rural population declined from more than 90% in the 1920s to less than 50% since the 1970s pic Next table summarizes testifyation about Kazakhstani market and gives more detailed understanding of current market situation. Year (January) state (000) Opportunities Threats Currently isnt widely presented Logistics problems Integration in lower priced segments Threat of fakes luxury niche is under threat of crisis downcast brand sensory faculty Strengths 1. Customer service. Operating by its mission statement to be the worlds most respected retailer, Tiffany focuses heavily on customer service. New employees complete six to eight weeks of training in knowledge, skills, and fruit t raining. They moldiness also pass a written test before they are allowed to witness with customers. Once in the field, gross sales representatives work for two years to complete a rigorous certificate process. According to John Peterson, old vice president of corporate sales, the process helps the company uphold its alone(predicate) tradition and culture. 2. Unique graphic symbol.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 choice of the blue color for Tiffany boxes, shopping bags, and catalogs. Tiffany focused on the final, and often neglected, footstep in brand positioning giving customers something symbolizing Tiffany quality, commitment, consistency, respect, and reputation long after they have walked out of the strain. According to Denise Meyer, creative director of Frenchman Marketing, an advertising agency that specialize s 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 paper 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 ideal the art of tying the white satin ribbon so the box lays flat. According to James Mansur, principal of Mansur Design, a retail brand consultancy in New York, The blue box represents refinement, luxury, elegance, good taste, quality, and it confers status on some(prenominal) 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.However tiffany introduces middle cost items, which is part of company strategy. But people cant realize that tiffanys jewellery becomes more affordable and think that drop deading price for tiffany ring is 3000$, while really it is precisely 900$. The same positioning problem can occur in Kazakhstan. In order to prevent this company should inform Kazakhstan populating about their prices by means of advertizing, PR and differentwise activities. Opportunities 1. Currently isnt widely presented all over the Kazakhstan there is only one Tiffany store, set in Almaty. This store is a franchise. Assortment is non great, and silver products solicitude absolutely not presented. excessively very poor assortment of yellow gold. . Integration in lower priced segments Tiffany adopts new strategy, in order to curl up new customers. Appearance of 100$ and below items in tiffany products lit allow attract new customers, for whom brand name is all important(predicate). So in healthful competition with well-known brands like Bvldary, Cartier and Chopard Tiffany offers luxury goods for affordable prices. Threats 1. Logistics p roblems 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 forward motion and change magnituded brand sentience faces from mainland China could be easily broad to the market and brand reputation will be damaged 3. Luxury niche is under threat of crisis Nowa eld financial crisis is on the rush and people suffer from pretermit of money , so they will preferably 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 industry 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 linked res publica and operates 1,959 stores in the U. K. and the U. S. , including Kay Jewelers and Jared The Galleria of Jewelry chains 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 advantage of new wealth maturation in Asia due to the fact it al organise has stores in that portion. 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 necessitates up for it through leger 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 ap proach by selling $200 pieces beside 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 smaller than Tiffanys. The fact that the company sells its goods exclusively online makes it available to a wider audience than Tiffanys, whose goods mustiness be purchased through its own stores. troupe Net Sales (mm) add 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 individual(a) digits internationally on a constant exchange rate basis. For the one-fourth quarter, that implies a mid single digit comp increase in the US, dependable comp growth in the European and Asia/Pacific regions and a modest increase in total japan sales. Tiffan y now half way through the all important November/December holiday selling season, although the vast absolute majority of sales body process is still ahead of company in the next several weeks. C. Target Markets 1) Women Aged 34- 54 years old 2). Middle-High income, focal ratio class in KZ $2000 and more 3). Status-oriented- Business women 4). Discerning customers who appreciate the fine things in life and the emotional pleasure of owning the best there is. ). Women, wise(p) that mostly men will be making the purchases. Rings 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. cut ins are laid in larger cities while the catalog and internet cater to non-urban customers. D. Positioning People who pay much attention to the fashion world may know that Tiffany& Co is one of top tercet jewelry producers in the world. Among those fashionable and exquisite ornaments, tiffany go are undoubtedly the one that gains more attention than any other ones.When divided up by function and occasion, tiffany sound can be divided into three major categories that are tiffany solemnisation ring, engagement sound and spousal go. Each kind of them has its own comical and irreplaceable functions. alone 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 addition to the authorised items, Tiffany and Co. collection reflects unique items like their elegant nonfunctional keys, jeweled boxes, heart- make upd lockets, earn 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 solemnisation rings, engagement rings and wedding rings. Each kind of them has its own unique and irreplaceable functions. To take celebration rings as an example, there are so many important occasions and moments in ones life to celebrate. To capture and keep down these rarefied and important moments and occasions is so important for every person.Therefore, Tiffany celebration rings are just specially designed and prepared 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 luxuriance and magnificence. picTiffany wedding rings are the necessity for every bride and groom who are dreaming of a grand and luxurious wedding ceremony. Tiffa ny 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 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 Carat The weight unit of a diamond is measured in carats. The more carats, the heavier the stone, and the more high-ticket(prenominal) 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 interact 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 surface Yellow gold is the most common choice for engagement rings, and it is in the mid-range for prices. Silver is less expensive, while high-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 offer s different 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, hearts, pears, and tapered baguettes for exquisite arrangements. Rings Price ranges Sterling silver rings $100 -$1000 Gold 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, pricing 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 cosmopolitan advertising, which includ es costs for media, production, catalogs, promotional events and other related items.Public Relations (promotional)activity is a significant aspect of Registrants billet. Management believes that Tiffanys hear is enhanced by a program 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 choke to local civic and human agencies. In addition ,in support of its mission to preserve the natural inheritance that distinguishes great urban centers, The Tiffany & Co.Foundation announced grants on September 25, 2008 to three organizationsHermann Park Conservancy in Houston, Parkways Foundation in Chicago, and The Vizcayans in Miamifor the restoration of place and gardens i n their individual cities, totaling $2,750,000. These grants expand the Foundations urban place program that originated with support for New York Citys parks Donations are also made to The Tiffany & Co. Foundation, 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 Ca nada 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 triplet parties.In addition, Business account holders may make gift purchases through the Companys website at http//business. tiffany. com . Price allowances are given to suitable 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, capital of 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. erch andise 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, predominantly 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 supranational Retail The following tables set locations operated by Tiffany & Co Europe Austria capital of Austria Italy Milan France Paris, Galeries Lafayette Italy Rome France Paris, Printemps division lay in Switzerland Zurich France Paris, Rue de la Paix United Kingdom London, Harrods Germany Frankfurt 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 Mexico 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 heart China Shanghai, Jiu Guang City Plaza China Shanghai, Plaza 66 China Tianjin Hong Kong Elements Hong Kong Hong Kong multinational 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, lotte 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 Seoul, Lotte World Korea Seoul, Shinsegae Main 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 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 electronic mail support twenty-four hours a day. There are numerous informative FAQs and phrases on their website. Email customer service.Any customer who has q uestion or assistance can complete the special form. They can find this form in the web site of company. Jewelry care. Professional cleansings are recommended as often as once a year. For this reason company encourage customers to bring their 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 create the following return and exchange policy for customer service purposes. For ReturnsAll returns must be postmarked within 7 days of delivery and must be in resalable conditions. Buyer is responsible for the shipping charges to return. The $9. 99 shipping fee and a 15% restocking fee will be deducted from the pay back amount For Exchanges Exchanges are only allowed for the items which are defective 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& Co. s website include a 30 day, full refund, satisfaction guarantee. II. Marketing Research Going into Kazakhstany market is a market organic evolution 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 learning 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 calm and analyzed. The goal of marketing research is to provide the facts and direction that m anagers need to make their more important marketing decisions.In order to screen the market, our convocation made a standard test research, we created the questionnaire, that helps to identify if the population of Kazakhstan is ready to taint Tiffany products, sum of money, that people want to pay and finally 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 anyt hing 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 long time Ended January31, (in thousands) Net sales $ By Products (in thousands) Net sales $ 2 , 8 5 9 , 9 9 7 (in thousands) Expenses (in thousands, tho 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. addressable 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 Avail able 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 vex the products more affordable The price range starts from $100 Discounts, Coupons Tiffanys lamp Charles Lewis Tiffany offshoot Tiffany Store Tiffany Store in Tokio Wedding Rings Bvlgari rings Cartier rings