BIS homework

1. H O N G M I N D U
2 2 9 9 8 6 7
PANDORA
Company Logo: “O”
(PANDORA, 2017)

2. INTRODUCTION
• Pandora Jewelry, which was found
in 1982 by Per Enevoldsen, now has
built a world-leading international
Danish jewelry brand in few years by
providing its high quality, hand-
finished, modern and genuine
jewelry products at affordable prices,
with sales in more than 70 countries
(PANDORA, 2017).
(Lieber, 2016)
Charms: commemorate
unforgettable moments

3. PANDORA’S MANUFACTURE
• 1. PANDORA Charms
• It is obvious that the popularity of Pandora Jewellery
depends on those varieties of gorgeous PANDORA
charms.
• Those collectable charms in different shapes contain a
large amount of meanings and are treated as souvenirs of
unforgettable moments.
• However, the foundation of hand-finished distinctive
PANDORA charms is semi-automatic craft with Thai
sense of quality and aesthetics, and that is mainly
supported by more than 10,000 highly skilled craftspeople
who bring their hearts and minds to work every day
(Chen, et al., 2016).
(PANDORA, 2016)

4. BRAND STRATEGIES
• 2. Consumers' Brand
• "A blank identity is kind of intentional. They
manage to reach a wide array of audiences by not
representing anyone (Lieber, 2016)."
• PANDORA would like to pay more attention to
consumers’ choice. When consumers begin to
design their own jewelry, it’s much easier to
encourage consumers to buy PANDORA products.
• Consumers are more likely to adopt a new brand
that appeals to a unique social self, because of
brand identity complexity (Orth & Gregory, 2017).
(Lieber, 2016)

5. MARKETING
• 3. Affordable Luxury
• Pandora’s consistent pursuit of the affordable jewellery
strategy, which helped the company built a bold and
innovative market approach, represents the path to
success by offering a wide range of products which are
accessible to a wide target audience (Bucuta &
Balgaradean, 2016).
• The biggest effect of this strategy is that it increases the
possibility for people to buy a PANDORA product.
• "Jewelry used to be segmented, where stores either sold
fine jewelry or affordable silver pieces, but jewelers were
desperate for anything and so a lot of them started selling
Pandora (Lieber, 2016)."
(Lieber, 2016)

6. CONCLUSION
• Because of PANDORA’s affordable price,
successful marketing and outstanding
design, the recent gross profit margin of
PANDORA has been up to 70.5% (Chen,
et al., 2016).
• Even though PANDORA is a very
successful jewellery company, different
targets suit different products.
(Lieber, 2016)
It's hard to predict whether the heart of the business will
always be charm bracelets in the future (Lieber, 2016).

7. REFERENCE
• 1. PANDORA, 2016. BEAUTY ESSENTIALS FOR 2016. [Online]
• Available at: http://www.pandora.net/en-us/universe/magazine/the-january-issue/beauty-essentials
• [Accessed 29 January 2017].
• 2. PANDORA, 2017. PANDORA | About PANDORA - Jewellery Brand Values and History. [Online]
• Available at: http://www.pandora.net/en-ie/company/about
• [Accessed 29 January 2017].
• 3. PANDORA, 2017. PANDORA History - Brand Heritage and Evolution | PANDORA. [Online]
• Available at: http://www.pandora.net/en-ie/company/about/the-story
• [Accessed 29 January 2017].
• 4. Chen, Y.-H., Ho, M.-C. & Wu, H.-C., 2016. Adding value by semi-automatic craft with thai sense of quality and
aesthetics Foundation of PANDORA charms, Yunlin: National Yunlin University.
• 5. Orth , U. R. & Gregory, R., 2017. Consumers' Brand Identity Complexity Conceptualization and Predictive Ability.
European Journal of Marketing, 29 January, Issue Vol.51.
• 6. Bucuta, A. & Balgaradean, C. M., 2016. Affordable Luxury. The Newest Trend in the Fashion Industry Case Study
Pandora Jewelry. International Conference Marketing, 22 October, pp. 61-62.
• 7. Lieber, C., 2016. The Charmed Life of Pandora. [Online]
• Available at: http://www.racked.com/2016/8/23/12525316/pandora-jewelry-charm-bracelets
• [Accessed 29 January 2017].