The paper "Promotion and Key Competitors of Pandora Brand" is a great example of a marketing case study. Pandora is a Danish jeweller company that deals with high quality, hand-finished modern jewellery that is also affordable. Pandora’ s portfolios include silver and gold necklace, pendants, bracelets and charms. The product in focus is Pandora’ s gold or silver necklaces. This is one of Pandora’ s products that is quite famous in the market (Bitti, 2017). Most jewel retail stores globally stock this brand since it’ s a classy product that covers a great variety of exquisite designs and materials which has also contributed to it being the main product of focus.
In line with this, the fact that Pandora’ s necklace jewellery products are made from either a mix of sterling silver or a 14-carat gold with a sparkling Pandora designer sign which expresses some aspect of style is also another reason why this is the brands' main product. Current target audience In this particular product by Pandora, the company has chosen the affordable product segment. Thus, the company targets the affordable high end and luxury jewellery market. Evidently, the company, target audience are the Urban upper-middle and upper-class women.
This audience forms a customer base of high-end customers who seek high-quality, hand finished and modern jewellery at affordable prices (Raja and Ponramu, 2012). Its current target audience comprises of customers who love luxuries like silver, diamond and gold jewellery. On the other hand, this particular group is also characterized by being enthusiastic about unique and versatile jewellery, just what Pandora offers. Brand Image / Brand perception Pandora’ s brand image is quite distinctive due to its vertically integrated business model. Additionally, its brand image is characterized by its high quality, hand-finished, genuine and modern jewelry product which are sold at affordable prices.
Its tag line, ‘ inspiring women to express their individuality’ complements its image among its customers. Consequently, leading to a very intimate connection with customers and creating a wide and loyal customer base (Moraes et al. , 2015). Pandora’ s brand objective is to ensure that each piece of the company’ s jewelry evokes emotion and is special to the buyer. This helps it as a brand to target women who want to feel special and embrace different desires. Brand Positioning Positioning helps a company occupy a special place in the mind of the consumers and help differentiate a company’ s products from those of its competitors. Pandora’ s marketing mix entails; Product The company has a great variety of products ranging from charms, rings, earrings, necklace, pendants and bracelets.
Its products are known to be of high quality and also hand-finished jewelry made from either gold or silver. Price The prices of Pandora’ s jewelry are known to be affordable. These prices for their jewelry range from £ 15 for a silver charm to roughly £ 2,300 for a 15-carat gold necklace.
However, most of Pandora jewelry products range around £ 200 (Kumar, 2011, pp. 1-4). Place Pandora has an estimated 9,500 sales points which entail an estimated 1,600 concept stores spread across over 90 countries. This helps communicate a strong message to its customers' availability and dependability, travelling customers prefer specific brands it’ s a relief once they are able to purchase them in global markets