SENECA COLLEGE OF APPLIED ARTS AND TECHNOLOGY

School of Marketing and Advertising

Pandora Jewelry Ltd:

A Brief of Marketing Analysis

Johanna Ruth Gonzales

Student No. 119464154
 Pandora Jewelry Limited
http://www.pandora.net/en-ca
5535 Eglinton Ave W, Etobicoke, ON M9C 5K5

Pandora’s Target Market

Pandora Jewelry Ltd targets women ages from 22 to 50: college students who earn from their
part-time jobs; and women who are single and married with stable jobs. Women who adore affordable,
handmade, luxurious, personal (interchangeable) jewelry.

The Consumer Purchase Decision Process

The initial step is expected that the buyer have a need for jewelry ownership; to express her
style. Possessing a bracelet, ring, and/or necklace should satisfy buyer’s need and solve the problem.
Second, the buyer gathers external information; asking friends what is the best brand out there, access
online: company websites, social media, for further information read reviews of products. Third step, is
buyer compares different products and brands considering a set of criteria; price and quality of the
jewelry. Fourth step, buyer’s decision of what product to purchase, where and when to buy it. Consumer
decides which category of jewelry: ring, bracelet, or necklace; and type of jewelry: silver, gold, rose gold,
etc. The buyer chooses if the purchase would be online or in a retail store. Sales and promotions affects
consumers decision when to purchase the jewelry. Finally, after purchasing the jewelry, assessment
takes place; whether the product satisfied the need and solved the problem, or not. This final step will
determine the next action of the buyer; if satisfied, the buyer might purchase from the same brand; if
not satisfied, the buyer might return the product. Whether the buyer is satisfied or not, there is a crucial
possibility that the consumer will talk about it online or in social media.

Level of Problem Solving

Since, luxurious jewelry is very involving, the target market engaged in extended problem
solving. Consumers are evaluating products and various jewelry brands are being considered; like Tiffany
& Co., Ben Moss, and Michael Hill. Therefore, buyers respectively use the five stages of the consumer
purchase decision. These brands are evaluated on the product features: the quality, stone-cut. To
evaluate these, consumers use external information sources.
The Psychological and Social-cultural Influences of Pandora Jewelry Ltd

Psychological and socio-cultural influences greatly affect consumer behaviour. Some of these
influences are motivation and personality, where buyers respond to Pandora jewelry as a personal need
to express status and express their self-concept. The next influence is learning, where consumers
reasoning and mental-problem solving are involved from seeing Pandora's ads frequently. Other
influences are values, beliefs and attitudes, where consumers react to Pandora's jewelry attribute as
personalized. Potential buyers are affected by their beliefs and their self-expressions whichever designs
of the jewelry they purchase. The last influences are personal and social class, where buyers express
their personality, and what other thinks about them reflecting on the jewelry.

The 4 Ps: Marketing Mix

The products of Pandora Jewelry Ltd includes charms, bracelets, pendants, necklaces, ring,
watches, and earrings. As the company promotes personal expression, their products enormously varies
by designs, particularly the charms for bracelets. The luxurious jewelry are available to its consumers at
340 stores in Canada; usually located in of shopping malls, and at plaza malls. Price ranges for its
affordable jewelry from a plain leather bracelet costs CAD$40.00 to a 14k gold bracelet that costs
CAD$1,725.00. The charms adored by many women, typically ranges from CAD$40-$70. Pandora offers
limited promotions; discounted products; product giveaway, for example, free bracelet with a purchase
of CAD$150; and gift sets.

Trends and Forces

The corporate social responsibility of Pandora Jewelry Ltd has an important role to the company
itself. Their vision is to go globally which creates global competition. Having said that, Pandora Jewelry
Ltd participates to a lot of charitable events globally. For example, in 2010 Pandora donates and
supports project for women in Africa.
References:

"6 Business Lessons from Jewellry Brand, PANDORA." Denyse Whillier: Helping Business to have their
Best Year Ever. 2015, n.d. Web. 17 February 2016.

"Buyer Decision Process." Marketing Teacher. Np., n.d. Web. 17 February 2016.

"How Pandora Jewellery grew to become a mega global brand." Financial Post. Mary Teresa Bitti. 2014.
Web. 17 February 2016.

"Pandora" Pandora. Np.,nd. Web. 17 February 2016.

"Pandora" Pandora group. Np., 2013. Web. 17 February 2016.