The Little Blue Box

The thing Tiffany's is known for the most, is not the quality of the product, or the many different jewelry designs they have to accommodate many different customers taste. The are most recognized by what their expensive jewelry comes in.... A little Blue Box.

Now its obviously not actually the fact of just owning the box, or that its made out of really good quality, and people will use it for other things. Its what this little blue box represents. It represents the quality you are getting, the high taste level that tiffany's is known for and most importantly, the high status it represents. The level of class and sophistication.

I went to an expensive private school in high school where I learnt to understand what getting a "tiffany's necklace from daddy" really meant. And how that if it didn't come in the little blue box, it wasn't worth getting as a present. Don't get me wrong, I would have loved to get a tiffany's necklace from my Dad, but it just wasn't something I knew was important. I remember girls in high school would not put on the necklace until after they had brought it to school in the blue box, and have all the others girls see this box and show them what's inside.

Tiffany's is a prime example of how marketing something so simple as the package it comes in to create brand awareness. How something so simple can convey the brands place in the market, the culture surrounding the brand and the idea of the brand itself.

Customer Service

So easily in our highly automated, fast pace society does customer service get lost in the shadows. Now everything must have a predetermined set time and no longer can you just waltz right into a place and expect the same quality of service, or service at all.

That is, except apparently customer service at Mr. Lube. By playing on the growing annoyance of not being able to get service when you needed for Car Troubles, and having to make an appointment when sometimes you don't even know your car needs it, Mr. Lube has separated itself from its competitors. By keeping promises to its consumers that can get service even if you just walk into any Mr. Lube, no appointment required, its conveying a message that their consumers mean more then a highly structures system that may (or may not) end up in higher productivity.

Making Winter "Fabulous"

This week in class we started to discuss Segmenting a market, and then appealing to your segments needs. As I was just looking at online fashion magazines, I started to think, this is opportunity to both provide a service and good in one.

So I went on youtube and starting looking for fashion advertisements that had to do with Geographical Segmentation. I realized something that I had never really noticed before... How many apparel companies segment their markets based on the amount of seasons which location occurs.

I then came across this ad for Gap Coats. I investigated further and realized that this online magazine had high "viewership" in the Northern States, and mainly in the east coast. So the first thing I realized is that for this particular online ad, they were appealing to this geographical segment, those who need winter coats.

However, I quickly realized that was not the only thing they were using to segment their market... They were also, in this ad, particular, using psychological segmentation as well. The idea, that most customers of GAP want to look fashionable. So they took this good that they were marketing, and showed them step by step as to how to make is fashionable for the fall/winter seasons.

Joga TV

I was having a tough time with this post, trying to decide which video exactly to put up. Not because I was hard finding the right one to fit what I was trying to say about this amazing way Nike has reached its consumers, but it was the exact opposite, I had no idea which one to choose. So i decided to go with the first one.

Before Yoga TV, soccer equipment commercials were just that. Impressive soccer players, putting on whatever company's gear that they were sponsored by and shooting a goal (or saving one if it was for goalie stuff). It kind of got old, and boring, and predictable and all those things that you would expect from a typical commercial. Until one day, some one in the depths of the Nike Marketing offices (I'm just guessing, it potentially could have been anyone) thought of a new way to connect with their consumers. Talking about the game, what is loved, what is not.

By doing this Yoga TV become very popular among the soccer world. It was commericials you would find online and show your friends. It was something that you could watch on your own and enjoy.

In a way, Nike found a connection with its consumers. A way to share a whole culture that they were previously just those who provided the equipment, to now those who share the same ideals, and beliefs.