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PANDORA

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by

Maripaz Fernandez

on 24 July 2014

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Transcript of PANDORA

Target Consumer
The Opportunity
The Market
Personal Accessories Market
Jewelry Market
Costume Jewelry Market
3% (2012-2017)
"Affordable Luxury"
"Goods that are
considered luxurious
according to their marketed image, but
cost less
than proper luxury goods."
Real Jewelry
Costume Jewelry
Real metals
Gold, silver & platinum
Higher price levels (C$ 346)

Longer durability

Women > 40
Conservative design
Prestigious brands
Current fashion trends
Inexpensive materials
Glass, wood, steel, & enamel.
Competition
Lower price levels (C$ 31)

Less durability

Generation X & Y (15-49 years old)
Trendy, customizable, distinctive designs

High seasonality & peak-period sales
Valentines Day, Mother's Day, Graduation
Categories in Personal Accessories Market
"Wear your story"

PANDORA offers pieces ranging from $30 - $3000 depending on:

Design

Metals used
Geographic Segmentation
Demographic Segmentation
Psychographic Segmentation
Geographic
Originated: Denmark

80 countries

6 Continents

Current focus: Italy, France, and Russia
Generation X
Generation Y
Working women = two income families

More financial awareness
Fewer responsibilities

Few assets & less savings
Ages 34 - 49
Ages 14 - 33
"Millennials"
Style-conscious

Trendy & colorful pieces
Canadian Demographics

Wedding segment in Canada:
147,300 annual marriages

Average age:
Women: 29.1
Men: 31.1
Women
Ages 15-35
Average disposable income:
$30,411
Product
The Milestone Necklace
Portfolio
The Milestone Necklace
The Launch
Exclusive event

"Charm Club" members

Board of directors & shareholders
Online: Bloggers
Print: Magazines
Early innovators
Accept change
Above-average education
Confident
Social
High-effort decision

Hook & surprise

Categorization: memory
Generation X
"Generally disengaged, disloyal, lazy"
Anchor

Decoy

Sunk Cost
Women in business suits

Gender Equality

Fun and inspiring job
Generation Y
"Overindulged, self-absorbed agitators"
Liking norm
Authority norm

Social proof

Non-marketing source
Struggling for a job or to attend university

Change their style

Fun and inspiring job


"The
woman always carries her own personal story
- each element reminds her of a special moment."
Personalized jewelry

"Affordable luxury"

Bridal market = 40% of jewelry sales

Necklace share = 3rd (17.5%)
Price
Promotion
Place
PANDORA stores & authorized retailers
Concept
Anniversary milestones
Add on & remove gemstones
Portfolio
The Milestone Necklace
The MileStones
The MileStone
Agenda
The personal accessories market

PANDORA's target consumer

The market opportunity

The Milestone Collection

Theoretical justifications
In-store: personalized service
Justification
Justification
(Olivia Palermo)
Justification
Justification
Greek Mythology 101
“The Milestone Necklace offers the options of
customizability
,
simplicity
and
uniqueness
while tastefully displaying the
milestones of your relationship
. It takes the celebration of every anniversary and combines them, in order to showcase your own, personal love story.”
Positioning Statement
Full transcript