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Pandora zīmola vadība
2021–2025 гг.
| Nr. | Название главы | Стр. |
| 1. | BRAND DESCRIPTION | 3 |
| 2. | STRATEGIC ENVIRONMENTAL ANALYSIS | 4 |
| 3. | BRAND POSITIONING AND STRATEGY | 6 |
| 4. | MARKETING MIX | 7 |
| 5. | BRAND MARKETING COMMUNICATION | 8 |
| REFERENCES | 10 | |
| ANNEX | 11 |
PANDORA was founded in 1982 in Denmark as a jewelry manufacturer and retailer and now is one of the leading and most popular jewelry fashion brands in the world. PANDORA is one of the largest jewelry brands in the world and is in more than hundred countries in six continents. The company uses a vertical business model, from internal design to global marketing and direct distribution in most markets. (8) PANDORA is a manufacturer of women's jewelry, which designs, manufactures, and sells hand – finished and modern jewelry products made of high – quality materials at affordable prices. The uniqueness of the company is bracelets, the design of which can be improved individually, choosing from an assortment of exquisite, sterling silver (it consists of 92,5% silver), 14k yellow gold or 18k gold. They mostly use recycled silver. Also, they use in production pearls, stones, and gemstones (quartz, amethyst, crystal etc.) to add sparkle and color to the jewelry. (7)…
Marketing MIX or 4P model (product, price, place, promotion) analyzes and explains PANDORA's marketing strategy and goals. (1) Product. The content of the product is much wider, because without the product themselves there is also different quality, packaging, information provided on the product or packaging of the product, instructions for usage, design, warranty etc..... Price. PANDORA is a universal and unique jewelry brand that is aimed at privileged high – income women. Recently, the company has changed its policy and has also started aiming at men as its potential customers, because men can buy gift items for their women..... Place. PANDORA is an international company headquartered in Copenhagen, Denmark. Currently, the company sells its products in more than a hundred countries. From Europe, PANDORA entered the North American market in 2003 and a distribution deal with China was concluded in 2015....
