Pandora Advertising Strategy

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Question 1
Pandora is the world’s third largest fine jewelry company. It is one of the few jewelry companies positioning in the segment of branded fine jewelry at affordable price. What are the successful marketing strategies leading to its success?

Pandora is founded in 1982 and headquartered in Denmark. It designs and sells contemporary jewelry materials at affordable prices. In 2010, Pandora has become the world's third largest fine jewelry company in terms of sales, which ranked after Cartier and Tiffany & Co . The success of Pandora in the fine jewelry market is mainly attributed to its successful positioning strategies in the market and appropriate pick of product and promotion marketing strategies.
Affordable fine jewelry segment …show more content…

Pandora mainly targeted at young ladies who are between the age of 25 and 40 . Young ladies generally value more about individuality and would tend to seek for more unique and customized products. They also fancy more about romance and love. Pandora well understood these needs of the young ladies, and has customized its product and promotion marketing strategies accordingly.
Marketing strategies - Products
In terms of products, Pandora emphasizes the concept of “Create & Combine”. Pandora’s core product offerings is charm bracelets and charms. It offers a wide range of charms made up of different genuine materials for customers to add to their bracelets. Customers can create a unique jewelry of their own by adding and combining different charms. They can also change the bracelet elements along with their evolving tastes and budgets. This “create & combine” concept satisfy young ladies’ needs for individuality, while allowing them to keep abreast with the latest fashion trends.
Marketing strategies -

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