Pandora Jewellery Case Study

Hong Kong is one of the world’s leading international financial center, with the greatest low taxation and almost free port trade on the value of goods and services. Global companies invested and setup headquarter office in Hong Kong for the business in Asia and present their products through the use of the same coordinated brand in Asia and greater China markets. Overlook in the marketing, new launch products and services launch in the market every minutes in Hong Kong. Companies advertise their products and service every corner on the street, even consumers are walking on the street, taking transportation, watching television at home, or browsing internet. They could receive mass of information from the different media related to the

On the essay, I would like to discuss Pandora Jewelry the world 's third-largest jewelry company after Cartier and Tiffany & Co. regarding to the marketing research and the marketing mix strategies in Hong Kong. Pandora Jewelry is a fast growing and unique jewellery company which offers consumers the opportunity to design their own distinctive fashion creations. Originally from Copenhagen, Denmark, Pandora Jewelry has quickly spread across the globe to become one of the most well-known and popular contemporary jewellery designs. Inspired by Greek mythology Pandora uses hope and inspiration as the basis for their characteristic style. Pandora is to offer women across the world a universe of high quality, hand-finished, modern and genuine jewellery products at affordable prices, thereby inspiring women to express their individuality. All women have their individual stories to tell – a personal collection of special moments that makes them who they are. That is why the company mainly focus in the charms and bracelet with the flexible mix and match offer to the consumers. The target market of Pandora jewelry at mid-high end consumers in Hong Kong. Women are probably the end users of jewellery, but it can either be purchased by female for self-consumption, or by male as gift. The purchasing power of Pandora 's

It is expected that the brand equity of Pandora Jewelry Hong Kong will be increased after implementing the marketing solutions. Although Pandora jewelry was fashionistas in the U.K and U.S, the brand recall and recognition, consumers are generally more likely to mention Tiffany & Co. as compared to Pandora when its comes to jewelry. The target market promotional effort is mainly focusing on youngsters from the mainland China whose aged between 20-40. They have high purchasing power and strong sense of personalization. It is believed that they are potential loyal customers of Pandora jewelry. To increase the brand awareness, the marketing strategies are developed base on two main streams: Product Design and Integrated Marketing Communication. The former stream will help Pandora develop a brand association with the product design other than generated from the charms and bracelet category. Pandora can look into focusing on developing its other product categories to widen possible brand associations. As for the latter stream, advertising effort is put with an endorser whose image could represent Pandora. In addition to traditional promotion channels, internet marketing and interactive marketing, including Weibo and WeChat, are used to increase the viral effect with low cost. Also, Pandora actively