Pandora Repositioning Proposition
- 2. Affordable and High-Quality Jewellery 1982 – Copenhagen +100 Countries +7600 Points of Sale
- 3. “An iron, pyjamas, an apron, a Pandora bracelet. In your opinion, what would make her happy?”
- 4. “Dear Pandora, for Christmas LeFanfarlo would like respect, rather than a beautiful bracelet.”
- 5. “To strong and independent women who want to feel creative in their self-expression, PANDORA is a brand that delivers the most personal jewellery experience thanks to its permanent development of contemporary design and personal storytelling.”
- 6. Brand Associations • Affordable Luxury • Personal Storytelling • Contemporary Design • Sexism (?) 01 Brand Biography • Danish jewellery manufacturer and retailer founded in 1982 02 Product Portfolio • Charms & Bracelets • Necklaces & Pendants • Rings • Earrings 03 Brand Purpose • Inspire women around the world to express their individuality 04
- 7. Brand Associations • Jewelry, Telling the Story of Their Owners • Target Audience 25-49 • Inspiring Store Environment
- 8. Brand History • The Early Years • 1887 first PANDORA store • 2003 Path to International Presence • PANDORA Now
- 10. Brand Purpose
- 11. Repositionin g Plan Objectives • Counteracting effects caused by the Christmas Advertisement • Restoring the brand image • Increasing PANDORA’s sales
- 12. Recommendations
- 14. Creating a Strong Brand Positioning • Enhance their unique selling proposition • Create an emotional connection with its consumers
- 15. Redefining the Marketing Mix Products • Contemporary Design • Adding Personal Touch 01 Price • Affordable Mass Market Prices 02 Promotion • Highlight Point of Difference • Intertwining with Psychographics and Motivational Tensions 03 Placement • Distribution Channels • Increase Brand Recognition 04
- 16. The 3 Extra P’s by Jerome McCarthy (1960) People • Employee Training • Experiencing the Change 01 Process • Child Labour Accusiations • “Behind the Scenes” Documentary 02 Physical Evidence • Brand Experience in Stores • Sense of Creativity and Uniqueness 03
- 17. Expanding the Target Market • Increasing Fitness Trend • Active Lifestyle Collection • Activity Tracking Bracelets
- 18. Advertisements Create commercials that show strong and independent women in environments considered ‘unusual’ for women. Created For Strong Women by
- 19. Broadening Focus • Increasing Their Product Portfolio • Customize Your Watch With Charms • Collection of Charms Which Are Dangling Clock Faces
- 20. Conclusion Opportunity for Pandora to “refresh” their brand. Understanding their consumer, the behaviour and motivation to buy the product is key Stand out in a very fierce and competitive market to increase its sales and satisfy stakeholders.