1. MC 7080
DIGITAL MARKETING & SOCIAL MEDIA
PANDORA – Fashion Jewellery
Image Source – net.pandora.uk
Group - Digital Dream
2. Introduction
Pandora a B2C e-commerce platform
(https://uk.pandora.net/en/)
Image source : Annual report 2022
Products -
• Charms & Bracelet
• Rings
• Earrings
• Necklaces
Services –
• Smart Gifting
• Click & Collect
• Jewellery size guide
• Buy now, pay later
• Personalisation
• Try it on
Image Source : uk.pandora.net
Pandora UK
247
Locations
5
Countries
214
Cities
Pandora is one of the leading Jewellery giant founded in 1982.
The brand's mission is to inspire women to show their personality by providing them
with a variety of high-end, hand-finished, contemporary, and genuine jewellery
products at reasonable costs.(About PANDORA - PANDORA Concept | Pandora Jewelry, no date)
The organisation specialises in the bracelets and charms and focuses on sustainability
and personalisation. (<i>Official PandoraTM UK | Charms and Bracelets | Women’s Jewellery</i>, no date)
3. Social Media Engagement
Image Source : uk.pandora.net
SELL – Clear
focus,
Exclusive
offers
SERVE –
Click &
Collect
Jewellery
Size guide
SPEAK –
Personalised
jewellery
Fcebook
community
SAVE –
Online
discounts
offers
SIZZLE –
Celebrity
collaboration
new trends
The 5S Objectives of the site -
6. ID - 22027912
Digital Partners
Pandora jewelry has partnered with Accenture and deployed SAP technology (Staff Writer, 2022)
Ecrebo, a POS-based technology company, has also partnered with Pandora to attain client data and
develop long-term relationships (Hailes, 2017).
Marketplace Mapping: Identifying Gap
Tiffany & Co. has an Engagement Ring Finder mobile app (eTail Boston, n.d. ).
They also have a collection of 250 custom
NFTs called NFTiff (Tiffany & Co., n.d.).
Pandora jewelry needs to employ such digital partners as well.
Main Digital Micro Factor Analysis
7. ID - 22027912
Online Intermediaries
Pandora jewelry has an official website, https://uk.pandora.net/.
They also have authorized online retailers (Bridge, n.d.)
Pandora has partnered with IBM Sterling Supply Chain Software (Koenkyto, 2021).
Pandora has official social media accounts on Facebook, Instagram, TikTok, and YouTube (Pandora, n.d.)
Main Digital Micro Factor Analysis
8. Main digital micro factor Analysis
ID - 22027912
They also have a social gallery on their website (Pandora social gallery, n.d.).
Marketplace Mapping:
Tiffany has a retail affiliate list that includes affiliates in North America (Tiffany affiliates, n.d.).
Pandora jewelry needs to employ such digital intermediaries as well.
9. ● According to annual reports, the main customers of Pandora
are female gifters, self-purchasers, and male gifters.
● According to Gerstel et al. (2021), consumers love the
website experience of Pandora as it is elegant, beautiful, and
feminine.
● Moreover, consumers also adhere to the feedback section of
the website.
● Pandora has a limited customer segment collection which
limits its scalability.
Current customer analysis
ID - 22038516
10. • KEY FACTORS OF CURRENT CUSTOMER ANALYSIS
1. Demographics: Women make up the majority of Pandora's
clientele, although they also serve men and kids (Student
Discount Plans). With an emphasis on millennials, the company
draws clients from a range of age groups. The average Pandora
user is probably well-educated, fashion-conscious, and
technologically adept.
2. Purchase behavior: With outlets located across many countries,
Pandora has a significant global footprint in the retail sector. With
its e-commerce website and other online merchants, the brand
also sells its goods online.
3. Customer satisfaction: Pandora promotes quality, affordability,
and superior customer service in order to keep customers loyal.
The business offers a hassle-free return policy and offers a
guarantee on its items for making an easy purchase they allow
their customer to buy products in an installment plan. Using its
online chat feature (Klarna), it also provides individualized client
care.
Cont.…
ID - 22038516
11. ● Pandora makes short investments in paid listing to curate
an attractive advertisement feature for customers.
● The consumer journey mainly consists of four stages
namely the landing page, search, homepage, product page,
and checkout.
● Pandora has involved itself in rewarding customers to
increase their satisfaction.
● Technological advancements are still acknowledged as
gaps in the company.
● The firm promotes its goods and reaches a larger audience
via social media, influencer relationships, and
collaborations.
Cont..
ID - 22038516
14. ● Sell: The website's goal is to promote sales of Pandora
products through a functional online store.
● Serve: The website provides thorough customer help
and assistance, as well as free shipping.
● Speak: To develop trust and establish Pandora as a
leading brand, the website features user-generated
material and a blog.
● Save: The website provides consumers with a number
of ways to save money, such as discounts and a loyalty
program.
● Sizzle: To advertise new products and generate
excitement, the website uses email marketing and a
contemporary, appealing design with high-quality
visuals.
Source : (“The 5 S Model of E-
Marketing Objectives”)
Chaffey, D. and Smith, P.R., 2022 & (Chaffey)
5Ss objectives (Sell, Serve, Speak, Save, Sizzle)
ID - 22040254
15. Digital Marketing Performance Analysis Evaluate re RACE
• Site awareness and traffic generation: With its well-known brand, strong SEO tactics, and multi-
channel advertising, Pandora's website receives a lot of traffic.
• Customer Acquisition: Pandora uses a variety of strategies, such as sales, free delivery, a loyalty
program, and collaborations with influencers, to draw in new customers
• Conversion: Although there is no precise data on conversion rates, the Pandora website's user-
friendly interface with practical features, recommendations based on your needs, free shipping, and
open return policy all work to improve conversion rates.
• Retention and Engagement: Pandora employs a loyalty program, rewards, user-generated content,
their own Club, email marketing, and social media to promote customer retention and engagement.
Source : (“Official Pandora Designer Jewellery UK | Silver, Rose
Gold & Gold”) & Chaffey, D. and Smith, P.R., 2022.
ID - 22040254
16. Digital Marketing Strengths and Weakness
Strengths:
• Strong brand presence, social media promotions, and SEO
techniques for site awareness/traffic generation and
customer acquisition.
• User-friendly interface, filters, sorting options, and detailed
product descriptions for improving conversion rates.
• Loyalty program, incentives, user-generated content, email
marketing, and social media promotions for encouraging
retention and engagement with customers.
• Wide range of products and collections, including
customizable jewelry, and free shipping with a clear return
policy for improving customer satisfaction.
• Mobile-friendly website with easy navigation and fast
loading times.
Weakness:
• Limited product information and selection for
some items, and limited
personalization/customization options beyond
certain categories
• Limited payment and shipping options, with
high shipping costs for some regions
• Reports of issues with order fulfillment and
customer service.
Source: analyse of website give my self opinion and googlr
review ID - 22040254
17. • Product: Pandora sells a variety of customized jewellery such as
charms, bracelets, rings, earrings, and necklaces.
• Price: Pandora's pricing strategy is based on the quality and
uniqueness of their goods, They provide a variety of price points
in order to appeal to a wide spectrum of customers.
• Place: Products are available both online and in physical stores
all over the globe, third-party sellers like department stores and
boutiques.
• Promotion: Variety of digital marketing techniques, including
email marketing, social media advertising, influencer
marketing, and search engine optimization.
• People: Pandora employees are critical to delivering excellent
customer support and promoting the brand's values and
mission.
• Process: -commerce platform is intended to provide consumers
with a seamless and user-friendly experience from browsing to
purchase and beyond.
• Physical evidence: Pandora's actual stores and packaging
represent the brand's premium image and attention to detail.
● The 5Is of marketing is based on
involvement, interaction, intimacy,
influence, and individual.
● Pandora has extensively increased its
brand presence by involving customers
directly.
● It has influenced the modern generation
to develop an interest in lab-created
jewellery.
● It has increased its brand viability by
creating opportunistic differences from
other brands.
Digital Marketing Mix 7Ps & 5Is
(Source: (Carniel, “The Ultimate Guide to Marketing Mix: 4Ps,
7Ps, 8Ps, 4Cs, 7Cs”) & (Chaffey) ID - 22040254
18. Overview and Review of Current Digital
Channels & Digital Presence
• This research suggests that https://uk.pandora.net/en/ has a sizable
online presence. Here are some important specifics:
• Website design: Modern and attractive, with an easy-to-use mobile-
friendly navigation layout.
• Social media: Twitter, Facebook, Instagram, and YouTube
• Search engine optimissation (SEO): Effective use of relevant
keywords in website titles, descriptions, and content.
• Online shop: A completely functional online store with a wide
range of goods. The shop is easy to use thanks to helpful features
like filters, sorting choices, and user reviews.
• Customer assistance : The website offers customer support
throughout, and a devoted help centre contains FAQs, how-to
guides, and contact forms. Customers can get in touch with the
company by phone or email for additional help.
Account on
Instagram
Account on
Twitter
Page on
Facebook
YouTube
channel
Source : (“Official Pandora Designer Jewellery UK | Silver, Rose
Gold & Gold”) and Source : (“Official Pandora Designer
Jewellery UK | Silver, Rose Gold & Gold”) ID - 22040254
19. Strengths, Weakness and Gaps
Strengths:
• attractive and modern website design.
• active accounts on the main social media
sites, strong social media presence.
• well keyword-optimized for search
engines.
• Online store that is fully effective and
simple to use.
• complete client service and a separate
help centre.
Weaknesses:
• No live chat customer support
option.
Gaps:
• limited application of
AR/VR technologies to
improve internet shopping.
Source: analyse of website give my self opinion
ID - 22040254
20. Competencies analysis
According to the 2021
annual report of Pandora
Group, as of December 31,
2021, the book value of
the company's tangible
assets was DKK 1,791
million, while the book
value of its intangible
assets was DKK 8,473
million.
. (annual report 2021)
(annual report 2022)
In comparison, the 2022
annual report of Pandora
Group states that as of
December 31, 2022, the
book value of the
company's tangible assets
was DKK 1,765 million,
while the book value of its
intangible assets was DKK
9,690 million .
(annual report 2021)
(annual report 2022).
Shared Values
Commitment to
Sustainability
& Customer
engagement.
Structure
Prominent
search bars, easy
to navigate.
System
Social Media&
Inventory
Management.
Style
High quality
pictures, clean
design.
Staff
Dedicated digital
marketing team.
Skills
Product design,
marketing,
content
creation.
Strategy
Personalised &
affordable high
quality jewellery
McKinsey 7s Model
Review of Tangible & Intangible Assets
ID - 22028003
21. Competencies analysis
Strengths
Strong Brand Identity
Engaging Content
Commitment to Sustainability
Celebrity & Influencer
Partnerships
ID - 22028003
Limited focus on Social
Commerce
Lack of Personalisation
No Live Chat Assistance
Limited use of Instagram reels
& stories
Weakness
24. Conclusion
● The diverse and inclusive product portfolio can be considered
the major strength of the brand.
● However, the economic downturn worldwide is a major
threat to the competitor.
● The decreasing revenue rate has been a major drawback for
the company.
● The growing competition is another major factor to negate
the brand visibility among target markets.
ID – 22026995
25. References
• About PANDORA - PANDORA Concept | Pandora Jewelry (no date). Available at: https://www.memorablecharms.com/pandora-concept/about-us.html (Accessed: 27 March 2023).
• Bridge, B. (no date) 2022 Canadian Hotel Investment Report, Colliers. Available at: https://www.collierscanada.com/en-ca/research/2022-canadian-hotel-investment-report (Accessed: March 16, 2023).
• “Brexit’s Impact on Cross-Border Ecommerce Logistics in UK/EU.” En.codept.de, en.codept.de/blog/brexit-impact-ecommerce-logistics.
• Chaffey, D. and Smith, P.R., 2022. Digital marketing excellence: planning, optimizing and integrating online marketing. Taylor & Francis.
• Chaffey, Dave. “Setting Goals for Your Digital Marketing | Smart Insights.” Smart Insights, 5 Oct. 2020, www.smartinsights.com/goal-setting-evaluation/goals-kpis/goals-for-your-digital-marketing/.
• Chaffey, Dave. “Amazon.com Case Study - 2018 Update | Smart Insights.” Smart Insights, 25 May 2022, www.smartinsights.com/digital-marketing-strategy/online-business-revenue-models/amazon-case-study/.
• Chaffey, D. and Smith, P.R., 2022. Digital marketing excellence: planning, optimizing and integrating online marketing. Taylor & Francis.
• eTail Boston (no date) How Tiffany & Co.. built a diamond digital marketing strategy. Available at: https://etaileast.wbresearch.com/blog/tiffany-co-diamond-digital-marketing-strategy (Accessed: March 16,
2023).
• Hailes, S. (2017) Pandora partners with Tech Company to improve customer relationships. Available at: https://www.professionaljeweller.com/pandora-partners-tech-company-improve-customer-relationships/
(Accessed: March 16, 2023).
• Koenkyto, H. (2021) Pandora boosts online sales by transforming its Global Omnichannel e-commerce with IBM sterling supply chain software, IBM Newsroom. Available at: https://newsroom.ibm.com/2021-06-
21-Pandora-Boosts-Online-Sales-by-Transforming-Its-Global-Omnichannel-e-Commerce-with-IBM-Sterling-Supply-Chain-Software (Accessed: March 16, 2023).
• Lapsakkarn, A., 2020. Discounted cash flow valuation of Pandora A/S. https://archive.cm.mahidol.ac.th/handle/123456789/3395
• Mahdad, M., De Marco, C.E., Piccaluga, A. and Di Minin, A., 2020. Harnessing adaptive capacity to close the pandora’s box of open innovation. Industry and Innovation, 27(3), pp.264-284.
https://www.tandfonline.com/doi/abs/10.1080/13662716.2019.1633910
• Number of Pandora locations in the UK in 2023 | ScrapeHero (no date). Available at: https://www.scrapehero.com/location-reports/Pandora-UK/ (Accessed: 27 March 2023).
26. • “Official Pandora Designer Jewellery UK | Silver, Rose Gold & Gold.” Uk.pandora.net, uk.pandora.net/en/. Accessed 24 Mar. 2023
• Pandora (no date) Facebook. Available at: https://www.facebook.com/PandoraJewelry/ (Accessed: March 16, 2023).
• Pandora social gallery (no date) Pandora. Available at: https://us.pandora.net/en/social-gallery/ (Accessed: March 16, 2023).
• Pandora, 2023a. Sustainability [Online]. Available at: https://www.pandoragroup.com/sustainability [Accessed on: 03.03.2023]
• Pandora, 2023b. UNICEF partnership [Online]. Available at: https://www.pandoragroup.com/sustainability/inclusive-and-fair-culture/unicef-partnership [Accessed on: 03.03.2023]
• Pandora, 2023c. Strategy - Pandora Group [Online]. Available at: https://pandoragroup.com/about/pandora-in-brief/strategy [Accessed on: 03.03.2023]
• Pandora, 2023d. Transparency in supply chains statement [Online]. Available at: https://us.pandora.net/on/demandware.static/-/Sites-en-US-
Library/default/dw31b0c90d/document/Pandora%202021%20Transparency%20in%20Supply%20Chains%20Statement.pdf [Accessed on: 03.03.2023]
• “Sustainability.” Pandora, uk.pandora.net/en/discover/pandora-world/sustainability/. Accessed 24 Mar. 2023.
• Staff Writer (2022) Pandora partners with Accenture and deploys SAP tech as it embarks on Digital Journey, Retail Technology Innovation Hub. Retail Technology Innovation Hub. Available at:
https://retailtechinnovationhub.com/home/2022/12/5/pandora-partners-with-accenture-and-deploys-sap-tech-as-it-embarks-on-digital-journey (Accessed: March 16, 2023).
• “SimilarWeb.” Secure.similarweb.com, 2023, pro.similarweb.com/#/digitalsuite/websiteanalysis/overview/website-performance/.
• Tiffany & Co.. (no date) NFTiff by Tiffany & Co. Available at: https://nft.tiffany.com/ (Accessed: March 16, 2023).
• Tiffany affiliates (no date) Tiffany affiliates contact information for purposes of our global ... Available at: https://www.tiffany.com/Shared/PDFs/Affiliates/Affiliates_US.pdf (Accessed: March 16, 2023).
• “The Ultimate Guide to Marketing Mix: 4Ps, 7Ps, 8Ps, 4Cs, 7Cs.” Alberto Carniel, 27 Dec. 2019, www.albertocarniel.com/post/marketing-mix#viewer-6n3e1.
• “The 5 S Model of E-Marketing Objectives.” Sarah, Enda, Conor, John - Digital Marketing, Sarah, Enda, Conor, John - Digital Marketing, 8 Mar. 2015, mg337group49.wordpress.com/2015/03/08/the-5-s-
model-of-e-marketing-objectives/.
27. • https://uk.pandora.net/en/
• “Https://Pandoragroup.com/Sustainability/Resourc, pandoragroup.com/sustainability/resources/sustainability-reports. Accessed 24 Mar. 2023.es/Sustainability-Reports.” Pandora
• “Https://Pandoragroup.com/Investor/Corporate-Governance/Code-of-Conduct.” Pandora, pandoragroup.com/investor/corporate-governance/code-of-conduct. Accessed 22 Mar. 2023.
• “Https://Pandoragroup.com/Investor/Corporate-Governance/Code-of-Conduct.” Pandora, pandoragroup.com/investor/corporate-governance/code-of-conduct. Accessed 22 Mar. 2023.
28. Seminar Tutor Rohan Arora
Date of presentation 27th March
Team Members
Student No. Student Name
22028149 ADITI
22041340 ARSHPREET KAUR
22040254 DHRUV KAMLESHBHAI
22038516 KRUPA NAVADIA
22027912 MUHAMMAD IRFAN
22026995 SWEETYBEN VINODBHAI
22028003 VANSHIKA ARORA
MC7080 Digital Marketing & Social Media
Assignment covers sheet/ team Meeting Sheet
All members of the team must contribute to the presentation. To this end it is important that each team should keep a diary of team meetings, preparation, the responsibilities and
contribution of each team member. The signed and summarised team diary needs to be handed in with the team presentation. Tutors will use their discretion in deducting marks from
individuals for any non-contributing individual team member/s.
29. MC7080 Digital Marketing & Social Media
Assignment covers sheet/ team Meeting Sheet
All members of the team must contribute to the presentation. To this end it is important that each team should keep a diary of team meetings, preparation, the
responsibilities and contribution of each team member. The signed and summarised team diary needs to be handed in with the team presentation. Tutors will use their
discretion in deducting marks from individuals for any non-contributing individual team member/s.
Team Project meeting sheet
Date Team members present &
signed
Issues discussed/ Tasks allocated/ Research carried out/Date of next meeting
20.02.2023 ADITI
ARSHPREET
DHRUV
IRFAN
KRUPA
SWEETYBEN
VANSHIKA
Everyone gave their inputs about the knowledge of the brand however, some of the group
members were yet not satisfied with Pandora as their choice to carry out the research.
We decided to have a meeting with the module instructor for discussion and feedback and
fixed the meeting for 22nd of February.
(Anyone from the group present on campus were asked to join the meeting with Mr. Arora)
22.02.2023 DHRUV
VANSHIKA
We explained Mr. Arora about our brand and asked his feedback for the same.
Since it is the first assessment for all of us here, we needed a fair idea of how to go about it/
start working on it.
Our instructor helped clarifying the doubts and agreed on Pandora.
He elaborated on how we need to stick only on situation analysis of the brand and do the
research on the current market/ how it has been affected in the recent years.
All the information was passed over each group member through a group call later in the
evening, Vanshika shared the annual reports of the brand to the group which she got during
the brand research. We decided to meet next Monday post session.
30. 03.03.2023
ADITI
ARSHPREET
DHRUV
IRFAN
KRUPA
SWEETYBEN
VANSHIKA
The tasks of the whole assessment were equally divided amongst all the team members keeping the marking
criteria in mind.
Brief background of the organization digital presence of the organization – Vanshika
Digital PESTLE analysis – Aditi
Main digital micro factor analysis – Irfan
Customer analysis – Krupa
Digital competitors analysis & bench marking analysis – Arshpreet
Organisations digital marketing performance analysis – Dhruv
Competencies analysis – Vanshika
SWOT analysis/ TOWS analysis – Sweetyben
Conclusion – Sweetyben & Vanshika
The group was open for any discussion, feedback, or query; however, the next meeting time was decided to bee
20th of March with everyone ready with their parts of situation analysis project.
20.03.2023 ADITI
ARSHPREET
DHRUV
IRFAN
KRUPA
SWEETYBEN
VANSHIKA
All of us had a group meeting on google meet wherein all of us expressed the challenges each one of us were
facing.
Swetyben and Arshpreet explained the research they had worked on, and everyone gave the feedback and
suggestions.
Whosoever had a doubt or question group members tried to assist the best way possible.
With the submission date approaching near there were regular calls and chats amongst the group members
however we decided to meet at 1030hrs on the 27th of march (Monday), to prepare ourselves for the group
presentation.
31. I agree that the above team meetings tasks and discussions took place & my % contribution to the work
Students name Students number Student signature % of student
contribution
Aditi 22028149 Aditi 70%
Arshpreet Kaur 22041340 Arshpreet kaur 65%
Dhruv Kamleshbhai 22040254 Dhruv Oza 65%
Krupa Navadia 22038516 krupa 60%
Muhammad Irfan 22027912 irfan 65%
Sweetyben Vinodbhai 22026995 sweety 80%
Vanshika Arora 22028003 Vanshika 80%
32. Mc7080 Digital Marketing & Social Media
Peer Group Evalaution
Please email
SELF AND PEER EVALUATION
Please place appropriate rating for each statement for yourself & group members -
from 0-3
Rating scale
3 = Excellent/ Outstanding
2 = More than Satisfactory
1 = Satisfactory
0 = Less than satisfactory
Group member performance and contribution Self
Name: M. Irfan Afzal
Group Member Name:
Vanshika
Group member Name : Aditi Group member Name : Arshpreet Group member Name : Dhruv Group member Name: Krupa Group member Name:
Sweetyben
Communicates ideas
2 3 2 1 2 2 2
Regularly attends on line meetings
2 3 2 3 3 2 2
Participates actively and does their share of the work.
3 2 1 2 2 2 2
Uses creative problem solving techniques
2 3 2 3 2 3 2
Actively listens to other members
2 3 2 2 2 2 2
Help set goals and keeps to timetables
2 2 3 2 2 2 2
Uses appropriate time/ task management
3 2 2 3 2 2 2
Good at helping quiet team members participate fully
2 3 1 3 2 2 1
Gives constructive feedback
2 2 2 2 2 2 2
Responds well to feedback and criticism
1 3 2 2 2 2 2
Good at summarising the progress the group has made
3 2 2 2 1 3 2
Good at not letting anyone else dominate meetings
2 2 2 2 3 2 3
Does not dominate meetings
2 2 2 3 2 3 2
Comfortable with constructive disagreements
1 2 2 2 2 2 2
Helps minimise group conflict
2 3 1 3 2 2 1
33. Individual Reflective Academic Analysis
• Marketplaces like Amazon, eBay, and Alibaba serve as online intermediaries by bringing together vendors
and customers. They can aid shoppers in several ways, including streamlining the search process, establishing
industry norms, and facilitating price comparisons. They can, however, take a disproportionately large cut of
the value that a company generates. When a restaurant signs up for an online ordering service like Foodler or
GrubHub, the company takes a cut of each order, often 15%. Given that hospitality business net earnings are
often under 10%, that's a sizable outlay. These expenses are not reduced by more competition because most
marketplaces usually settle on a few dominant channels. Comparable economics can be found in several
industries (Edelman, 2015). While creating this presentation, I encountered several difficulties in
comprehending the new advancements in technology and how the digital world and intermediaries help the
corporations improve their market presence. Evaluation of the Pandora Jewelry digital partners and
marketplace mapping help in understanding how a cooperative and highly coordinating framework assists in
achieving the marketing goals of today’s contemporary businesses. For this purpose, I have visited the official
websites of Pandora Jewelry partners, and some academic sources that include Hailes, (2017), and Koenkyto,
(2021). I have also consulted the official website of Pandora Jewelry to build an understanding about the
company, and its current offerings.
Editor's Notes
Critical situational analysis of Pandora, Danish jewellery company.
Pandora does not have an app however have different websites for different locations across the world.
Online presence - https://uk.pandora.net/en/ appears to be a transactional site for the PANDORA brand. The website allows customers to browse and purchase PANDORA products, including jewellery and accessories, directly from the website. Additionally, the website provides information about the PANDORA brand, its history, and its products, which may contribute to brand building efforts. However, the primary purpose of the site is to facilitate transactions and sales, making it a transactional site.
England, Scotland and Whales are the countries with most retail stores of Pandora and London with 10 stores, is the city with highest number. (Number of Pandora locations in the UK in 2023 | ScrapeHero, no date)
The brand has accounts on most of the social media platform and is fairly active to keep the customers engaged and brand displayed.
As shown above the platform with most interactive/engaged following is Instagram followed by Facebook, LinkedIn, TikTok and YouTube; however as any other brand/organisation the purpose to have this engagement is to increase transactions and revenue and we will be discussing further as how these social media presence helps the brand.
The 6C digital market framework analysis for Pandora's digital presence on Instagram, Facebook, and their website reveals that they are effectively leveraging content, customization, community, convenience, choice, and cost reduction to engage their audience, promote their brand image, and make their products more accessible and appealing to customers. They use high-quality visual content to showcase their products, offer customization options, cultivate a sense of community through social media interactions and brand ambassador programs, provide a convenient online shopping experience, offer a wide range of product choices, and provide discounts and loyalty rewards to make their products more affordable for customers. Overall, Pandora's digital presence effectively addresses the key aspects of the 6C framework, which is crucial in today's competitive digital market.
1.The top obstacles for EU e-tailers doing business with customers in the brand Pandora digitally, and vice versa, are rising shipping prices, delivery delays, new regulations, and more paperwork.
Regulatory restrictions on data privacy and internet advertising may also impact on how Pandora offers its products online.
2. Economic uncertainty and shifts in consumer spending patterns could also impact PANDORA's business. PANDORA has been struggling with declining sales digitally due to the pandemic.
3. A greater emphasis on sustainability and ethical sources may affect the reputation of the Pandora brand .The shift to online shopping and increased digital engagement during the pandemic has created opportunities for PANDORA to expand its digital strategy. PANDORA's commitment to sustainability, which aligns with growing customer. Also, its personalized digital experiences aligns with the growing trend of consumers as they are seeking more personalized and unique shopping experiences.
4. Technology developments may open up new online marketing opportunities for Pandora . Moreover Pandora introduced customer-centric digital solutions with safety as a top priority, such as virtual queuing, in-store appointment booking, click and collect, find in store, endless aisle, faster checkout, and remote shopping assistants, Pandora was able to increase the number of transactions digitally.
5. PANDORA's commitment to sustainability, which suggests a focus on environmental responsibility but unclear how this commitment will impact PANDORA's digital strategy specifically.
6. The supply chain management and reputation of Pandora's brand may be impacted by compliance with labor laws and regulations.
Digital Partners
Pandora jewellery has partnered with Accenture and deployed SAP technology as it embarks on a digital journey to deliver "an omnichannel experience for customers across 100 markets that meet expectations for seamless and personalized shopping experiences." (Staff Writer, 2022)
Ecrebo, a POS-based technology company, has also partnered with Pandora to attain client data and develop long-term relationships. Pandora utilizes Ecrebo’s digital receipts platform to enhance in-store sales with better client insights and targeted marketing communication (Hailes, 2017).
Marketplace Mapping: Identifying Gap
Tiffany & Co. has an Engagement Ring Finder mobile app that is part of the purchasing process (eTail Boston, n.d.).
They also have a collection of 250 custom NFTs called NFTiff designed to become a digital and physical pendant of the beholders CryptoPunk (Tiffany & Co., n.d.).
Pandora jewellery needs to employ such digital partners that its competitors have employed.
Online Intermediaries
Pandora jewelry has an official website, https://uk.pandora.net/, where you can purchase their jewelry online.
They also have authorized online retailers if you prefer to purchase from other online stores. You can find the list of authorized online retailers on their website (Bridge, n.d.).
Pandora has partnered with IBM Sterling Supply Chain Software to revamp its fulfilment capabilities and customer experience to boost online sales and transform its global omnichannel e-commerce (Koenkyto, 2021).
Pandora has official social media accounts on Facebook, Instagram, TikTok, and YouTube. You can follow their official channels to stay updated on their latest collections and promotions (Pandora, n.d.).
They also have a social gallery on their website where you can get styling inspiration from their #PandoraStyle gallery and click the snaps to shop your favorite looks (Pandora social gallery, n.d.).
Marketplace Mapping:
Tiffany has a retail affiliate list that includes affiliates in North America (Tiffany affiliates).
Pandora jewelry needs to employ such digital intermediaries as well.
The consumer journey in Pandora is solely focused on providing a unique experience shopping for customers in online and offline stores. One of the core advantages that Pandora gets is that consumers are mostly attracted to its website experience which offers rapid discounts and special offers.
One of the core strengths addressed in the company that influences a superior consumer experience is its website designs and strategic offers. The structured purchase design formulates an effective outcome for customers who visit the page. The company still needs to accelerate its digital presence by developing a certain level of competitive advantage.
A race Framework displayed Pandora’s competitors analysis and Benchmarking. After analysis the digital Competitors and Bench Marking of the pandora we have seen that A lot of the consumers aware about the Pandora from Organic Search that is 53.62% as compare to its competitors tiffany.com, Swarovski.com and gnoce.co.uk that is pandora’s digital strength. However highest percentage of visitors aware for pandora from social media and mail.
As we seen the above figure pandora’s total visitors of pandora is 3.7M as to competitors but Its bounce rate is 53.92% that is also highest as compare to it’s competitors that is 47.82%, 49.61%, 45.30% and 49.06% of Tiffany.co.uk, hsamuel.co.uk, Swarovski.com and gnoce.co.uk respectively which means majority of visitors to a pandora navigate away from the site after viewing only page that is its digital weakness. Apart from that uk.pandora.net and hsamuel.co.uk have total 101,691 and 20,266 reviews respectively which is greatest number than tiffany.co.uk, Swarovski.com and gnoce.co.uk.
The Pandora website provides free shipping and customer support in an effort to increase product sales through a useful online store. User-generated content and a blog are used to build confidence and credibility. Discounts and a loyalty programme allow customers to save money, and the website's email marketing and appealing style excite visitors.
SN: Total Visits: The total number of visits to the Pandora website from UK users in the past three months, which was 15.45 million.
Visit Duration: The average time visitors spent on the Pandora website in the UK, which was 3 minutes and 35 seconds.
Bounce Rate: The percentage of visitors who left the Pandora website after visiting only one page, which was 52.77%.
Pages/Visit: The average number of pages viewed by each visitor during a single visit to the Pandora website in the UK, which was 3.73
from this Race the Pandora spared Awareness about site through-out the multi channel promotions and and offer them discount and other offer.
For the Retention and Engagement they use their loyalty program and contact them through the social media and their own club
As coin has two sides that way everything has two aspects that i.e advantages and disadvantages and strengths and weakness. In this case there are more strength than the weakness.
Here Pandora has strong social presence and traffic generation, user-friendly interface, loyalty program which helps to engagement with customer and in other sides they have their own blog website but their contact is less not much as per google review sometime costumer face issue with order fulfilment.
Overall, Pandora's marketing strategy is created to attract to a number of clients and deliver a luxurious brand experience. Pandora has become a leader in the jewellery industry by emphasising product quality, customer support, and a user-friendly e-commerce platform. The level of engagement that the brand has created over years is remarkable. It can be one of the key development areas of the brand that has accelerated a level of brand efficiency and visibility among customers in the long run.
SN: The Pandora have very strong digital presence which make them stronger in the fashion market and from those channels they analyze the current trend which is going on for example currently they have partnership with Marvel and Disney. Pandora focus is to provide good customer support and bring more customer to their digital channels.
This business supports a solid social media presence, a useful web store, and search engine optimisation. However, they don't offer live chat customer service, and they don't use AR or VR that much for online purchasing.
From the Tangible & Intangible assets comparison, we can see that the book value of Pandora Group's tangible assets decreased by DKK 26 million between 2021 and 2022, while the book value of its intangible assets increased by DKK 1,217 million during the same period. (annual report 2021) (annual report 2022)
This suggests that while the company's physical infrastructure decreased slightly, its intellectual property and brand value increased significantly in 2022 compared to 2021. This could indicate that Pandora Group is investing more in innovation and branding, which may lead to future growth and revenue generation. (annual report 2021) (annual report 2022)
Mckinsey 7s model represents that Pandora’s digital strategy focuses on offering high quality jewellery at affordable prices, personalisation, omnichannel market and social media engagement. The website is well structured with easy to locate tools accessible to the customers. Overall, the 7S model suggests that Pandora Group's digital marketing efforts on social media platforms are well-aligned with its overall brand strategy and values. The company’s profile is well-structured and consistent, and the content and messaging align with the company's overall brand identity. The company likely has a dedicated team responsible for social media accounts are executing its digital marketing strategy on the platform, and invests in the skills necessary for success on Instagram. Finally, the company’s social media content aligns with its overall values, emphasizing its commitment to sustainability, ethical business practices, and community engagement.
Pandora has a strong brand identity that resonates with its target audience. It’s social media accounts consistently features high-quality images that aligns with the company's brand values and messaging. These platforms features a mix of lifestyle imagery, product-focused, and user-generated content that helps engage its followers and build a sense of community. Pandora has successfully leveraged influencer partnerships to increase brand awareness and reach new audiences on Instagram and Tiktok. Pandora’s websites and social media accounts highlights the company's commitment to sustainability and ethical business practices, which can help build trust with its customers and differentiate the brand from competitors.
(Pandora (@theofficialpandora) • Instagram photos and videos, no date)
While Pandora’s social account features product-focused content, the company has not fully leveraged the platform's social commerce features to drive direct sales. Pandora's content is engaging; however, it can be somewhat generic and may not resonate as strongly with individual followers. There is no live chat assistance on the pandora’s website to assist the customers for making the purchase or any other issues rather the website redirects to a different page which is not so useful. As Instagram Reels is a mode of creating audience and brand awareness but Pandora's Instagram account does not appear to have fully leveraged the potential of Instagram Reels to reach new audiences and increase engagement.
The SWOT analysis accentuates different strengths and weak factors that evaluate the current condition and position of Pandora. Based on these factors, the analysis identifies different opportunities and threats. The analysis accentuates that a highly skilled workforce and a strong product portfolio are two of the core strengths of the company that can help it to reach and expand to new markets. The revenue growth of the company is -3% which can negate the growth. High competition rates can also be one of the major threats that can put the company in a risky position.
The TOWS matrix is a strategic matrix that accentuates the connection between strengths and opportunities that evaluate the position of the brand in such a competitive market. It shows how the strengths of the brand can increase opportunities for the brand in the existing market. It also accentuates how the brand can leverage its strengths to eliminate weaknesses and threats that are existent in the current market.
It can be concluded from the overall analysis that Pandora has established itself as one of the strongest brands that have increased its visibility of the brand. However, there are various weaknesses that have increased with time and it has slowed the growth of the company. The company needs to develop financial and pricing strategies that can eliminate the threat of price from competitors. It can also expand its market to countries with viable market opportunities. The overall discussion implies that despite being a reputed company in the UK, it has several threats that have compromised its position in the market.
