Target Markets of Tiffany & Co and Pandora
A fashionable style is great and all. However, an inseparable part of a good style is the use of accessories. You can put together the most boring outfit but with the right jewelry, dress it up pretty quick. Some jewelry pieces are so universal that owning one piece can get you through multiple days and events. Whether it be a bracelet with numerous charms or a heart necklace stamped with the signature brand name. I am sure that the last sentence gave away the companies that we are going to discuss today. With that being said, Tiffany & Co, and Pandora are the topics of this blog.
Let’s start by discussing one of Tiffany & Co’s Campaigns.
In fact, it is a recent one, much more in touch with our current reality.
The campaign is titled ‘Stand for Love’ and revolves around pride month.
The message that this campaign spreads is closely connected to the insignificance of outsider judgment. Around fifty years ago, for instance, people were not as welcoming and understanding as they are these days.
However, there is still some work and improvement that needs to be done in our society. And it is impressive when companies as big as Tiffany & Co go out of their way to speak up about these issues. Because, evidently, the approach to solving considerably large issues is one step closer.
Who are we when we’re lonely? Of course, it is important to know how to be self-reliant. To go through days where you give yourself love, support, and affection. Because at the end of the day, you’re the most important person in your life.
However, life gets a tiny bit more exciting and joyful when you have people in your life to share your days with.
This campaign speaks for the LGBTQIA+ community. It is a short video that has gathered people from the community. They each talk about their morals and values. More importantly, they all end up with a statement that it all comes down to love. Of course, the community is much bigger than what is shown in the video. But the creators of the video have done a good job gathering influential and powerful human beings.
The idea of love differs for everyone. Regardless of gender identities and expressions, love is essential.
It takes a great deal and power to stand up for oneself and be who you are regardless of what people will think. Despite that, it is something most people strive for these days.
The video talks about how people have much more in them than the gender they possess. It mentions how it is not shameful to be vulnerable.
How it is alright to be different, and have a signature trait about yourself. It speaks about the greatness of self-love. Because ultimately, all of that brings you to your happy place. It brings us all to love. Our own perception of it.
The company’s LGBTQIA+ Employee Resource Support Group alongside the company itself has made donations to the Ali Forney Center, and SAGE.
Ali Forney Center is a non-profit organization providing housing for the homeless in the community. SAGE, on the other hand, is an academic publisher.
Tiffany & Co shows great support to the LGBTQIA+ community. That support lasts much longer than just the pride month.
Next, we are going to be looking at the communication strategy of Tiffany & Co.
What better way to do it than to analyze one of the slogans of the company.
“Beautiful design makes a beautiful life”. So simple, and straightforward. It is not about becoming insecure for not having a ‘good’ style. It is not about feeling incomplete without putting on a million pieces of jewelry each morning.
But, it is much more than that. This slogan is for empowering people, not letting them down.
The idea is the good feeling of having a put-together look. Looking at yourself in the mirror and liking what you see. But adding up to it, and making your self-confidence flourish even stronger.
Self-care and self-love are incredibly large factors of a fulfilled life. Life is short as it is, so we have got to make the most of it by making it worthwhile and beautiful.
The last discussion topic about Tiffany & Co is the segment that it has chosen to target.
Let’s watch this video to help us do so.
The video is during the time of a New York Christmas. The busy city where traffic is so common, yet, we all love it. The characters are a couple getting ready to meet up to celebrate the holidays.
The man is stuck in traffic, still, it does not give him a reason to lose his positivity.
Instead, he just thinks of a solution. Heading to his destination on foot.
The woman, on the other hand, is in her house getting ready. Putting on gorgeous pieces of jewelry along with her enchanting dress. This shows how important it is for her to look her best.
Despite the fuss and the calmness through stress, these two come together at the end.
The man surprises her with a Tiffany and Co box. We never see what is inside but I am sure we all have our guesses.
The descriptions that I just listed lead us to believe that the segment that Tiffany & Co has chosen to target is Chardonnays.
What do we know about Chardonnays?
Lifestyle and values:
Chardonnays are generally really positive people. It’s the small things in life that make them happy. They love living memorable moments with their loved ones.
This segment cares deeply about their looks. So, they have a diverse wardrobe enabling them to put together lovely outfits every day.
Chardonnays believe in a higher power. Whether it is God, or the Universe, or anything else they believe in.
Staying up-to-date with news and being informed about different cultures is a reasonable curiosity for this segment.
Chardonnays typically like going for jobs that allow them to put their personalities to use.
They are impulsive buyers and tend to waste a lot of money. This leaves them in a condition where they are disposed to live a paycheck to paycheck lifestyle.
Brand usage.
Of course, if they care about their looks, they spend a lot of money on clothing. Chardonnays like to follow new trends and style choices.
Trendy clothing items are usually of good quality, thus also pricey. So, this segment spends a great deal of money on clothes.
Chardonnays generally like advertisements that spread a good message and include influential people that one can look up to.
Other interesting facts:
Chardonnays are a segment that likes spending their free time on a large variety of things. Such as shopping, going out during the night, or simply just hanging out with their families.
To the next company. We are going to discuss one of the campaigns of Pandora.
‘An Exploration of Love’ is the title of the campaign.
The pandemic changed a lot in people’s lives. It was a huge challenge for all of us. A point where completing even small everyday activities seemed unbelievably effortful.
We all had to stay home to protect the people around us. We had to find a way to get along with people we saw non-stop on a daily basis.
An approach that helped us all cope with it was following those Tik Tok trends. Making the whipped coffee, or the cloud bread. But what about love? What about the relationships that underwent a considerable change and an unplanned test?
The topic of this campaign is exactly that. Pandora gathered around people involved in romantic relationships. Ones that already had a connection before the pandemic, strengthened it. But surprisingly enough, new relationships also emerged.
Dating apps took over. Yet, there is nothing more valuable than human connection. No matter how good we are at texting or communicating over video, in reality, human bonds are only possible with physical contact. Nowadays, it is more than appreciated because we have gone months without seeing our loved ones.
Pandora surveyed 11000 people for this video. 70% of them believe that, at present, relationships are more appreciated. At a time where no one knew what was going on in the world, what did we have to rely on?
The love, care, and support of our loved ones. Again, the form of love is different for everybody. It did not have to be a significant other but it could be a friend, a cousin, a cousin’s friend so to say, etc.
As a result, 64 percent of the participants of the survey have stronger connections centered around communication. As a matter of fact, quality time is one of the five love languages.
We have all heard that it’s the little things in life that make the biggest difference. Good thing, couples help each other out by small, traditional acts of service. Chores such as giving a hand cleaning out the house, cooking meals for the other, and so on.
Gift-giving is also a way of showing love. It is one of the most common love languages of today. This is why Pandora has created a film series that revolves around real love stories.
Alongside the campaign, Pandora launched a Valentine’s Day collection. The latter includes a Heart T-Bar Snake Chain Bracelet, Round Sparkle Halo Necklace, Sparkling Wishbone Heart Ring, and so on.
All of the pieces of the collection are made with 71 percent recycled silver.
The communication strategy of Pandora is the next topic that we are going to cover.
One of the slogans of the company is called ‘Unforgettable Moments’. At the same time, it is also the title of a bridal and Valentine’s Day collection. It is no secret that one’s wedding is one of the most special and important days of their life.
Aside from the wedding dress, Jewelry is what makes the look complete. You know, because no wedding happens without signature rings.
“One for every unforgettable and charmed moment in your life” is the completed version of the slogan. The view behind it is the importance of the time spent with loved ones. And, of course, we all know the special and famous pandora bracelet on which you can collect charms. The ‘charmed’ in the slogan represents the company’s signature product.
Last but not least, we are going to unravel the segment that Pandora has chosen to target.
But first, let’s watch this video.
This video, again, is about a couple during the Christmas Holidays. We see a man walk outside of a Pandora store having bought something. In the meantime, his significant other is ice skating. He is so positive and full of sunshine that he smiles at everyone on his way to his girlfriend. He makes an effort for every single second to be memorable.
Also, it is safe to assume that he is probably daydreaming about the moment that is about to happen.
We see the couple finally come together as he hands her the gift bag. After she opens it, we learn that it is a ring. A once in a lifetime unique moment down the path. Of course, she said yes!
At the end of the video, we see ‘Something about you’. Which is exactly what it is. These jewelry pieces allow you to hold a part of yourself in them.
Forming a family speaks about the importance of love and family in one’s life.
All of the details that I just laid out, lead us to believe that the segment that Pandora has chosen to target is Sharers.
What do we know about them?
Lifestyle and values:
Sharers like to make every moment count. They are not ones to live a boring lifestyle. They will go on adventures that involve risk-taking and a crazy approach.
Being around family and feeling their love as well as giving it back is a priority in this segment’s life. They like spending time at home doing simple things, such as cooking and having dinner.
Sharers regularly go shopping, usually spending their money smartly. However, here and there when coming across products they can’t resist getting, they will not think about the damage they do to their wallet.
This segment is a daydreamer, turning off and visiting the imaginary world.
Sharers pursue a career both for enjoyment and the money, a motivator.
Sharers gravitate towards a healthy lifestyle. They eat healthy foods and exercise regularly.
Brand usage:
If they can, Sharers purchase from higher quality brands.
They like to follow trends not for staying in fashion, but because of their curiosity. This segment also regularly tries new brands.
Sharers look for discounts and sales to not let their money go to waste.
Even shopping can turn into quality time spent with family. Sharers enjoy doing it in their free time.
Other interesting facts:
Sharers love spending time at home and around family, engaging in various activities. Visiting cafes, bars, and restaurants is what they enjoy doing when they’re out.
To sum up, Tiffany & Co and Pandora are two huge jewelry companies that show a particular approach to every customer. Offering a wide range of products, they make it possible for consumers to pick something personal. In this blog, we discussed these brands’ marketing strategies focusing particularly on a campaign, slogan, and the targeted segment. Hopefully, this motivated you to check out our main website full of other really fascinating and engaging blogs.
