This is a repositioning proposition we have created in IE Business School to counteract the effects of their Christmas advertisement in Milan which was branded to be 'sexist'

1. Brand
Repositioning

2. Affordable and
High-Quality Jewellery
1982 – Copenhagen
+100 Countries
+7600 Points of Sale

3. “An iron,
pyjamas, an
apron, a
Pandora
bracelet. In
your opinion,
what would
make her
happy?”

4. “Dear Pandora, for
Christmas
LeFanfarlo would
like respect, rather
than a beautiful
bracelet.”

5. “To strong and independent women who want
to feel creative in their self-expression,
PANDORA is a brand that delivers the most
personal jewellery experience thanks to its
permanent development of contemporary
design and personal storytelling.”

6. Brand
Associations
• Affordable Luxury
• Personal Storytelling
• Contemporary Design
• Sexism (?)
01
Brand Biography
• Danish jewellery
manufacturer and
retailer founded in
1982
02
Product Portfolio
• Charms & Bracelets
• Necklaces &
Pendants
• Rings
• Earrings
03
Brand Purpose
• Inspire women around
the world to express
their individuality
04

7. Brand Associations
• Jewelry, Telling the Story of Their Owners
• Target Audience 25-49
• Inspiring Store Environment

8. Brand
History
• The Early Years
• 1887 first PANDORA store
• 2003 Path to International Presence
• PANDORA Now

9. Product Portfolio

10. Brand
Purpose

11. Repositionin
g Plan
Objectives
• Counteracting effects caused by the
Christmas Advertisement
• Restoring the brand image
• Increasing PANDORA’s sales

12. Recommendations

13. Understanding The Customers

14. Creating a
Strong Brand
Positioning
• Enhance their unique selling proposition
• Create an emotional connection with its
consumers

15. Redefining the Marketing Mix
Products
• Contemporary Design
• Adding Personal
Touch
01
Price
• Affordable Mass
Market Prices
02
Promotion
• Highlight Point of
Difference
• Intertwining with
Psychographics and
Motivational Tensions
03
Placement
• Distribution Channels
• Increase Brand
Recognition
04

16. The 3 Extra P’s by Jerome McCarthy (1960)
People
• Employee Training
• Experiencing the
Change
01
Process
• Child Labour
Accusiations
• “Behind the Scenes”
Documentary
02
Physical Evidence
• Brand Experience in
Stores
• Sense of Creativity and
Uniqueness
03

17. Expanding the Target
Market
• Increasing Fitness Trend
• Active Lifestyle Collection
• Activity Tracking Bracelets

18. Advertisements
Create commercials that
show strong and
independent women in
environments considered
‘unusual’ for women.
Created For Strong Women
by

19. Broadening Focus
• Increasing Their Product Portfolio
• Customize Your Watch With Charms
• Collection of Charms Which Are Dangling Clock
Faces

20. Conclusion
Opportunity for Pandora to
“refresh” their brand.
Understanding their consumer,
the behaviour and motivation to
buy the product is key
Stand out in a very fierce and
competitive market to increase its
sales and satisfy stakeholders.