16 / 143
14 • BUSINESS STRATEGY
PANDORA ANNUAL REPORT 2016
FOUR STRATEGIC PILLARS
In order to become the world’s most loved jewellery brand,
we have designed our strategy around four strategic pillars.
These form the basis of our work, and we are convinced
that we can achieve our aspiration by executing on these
pillars in all we do.
1. FULL JEWELLERY PRODUCT OFFERING
PANDORA offers a full assortment of jewellery. Charms
and Bracelets are still our strongest products and we
will continue to protect and grow this category. At the
same time, however, we are continuing to develop other
jewellery categories, one at a time.
2. ONE BRAND – TARGETED SEGMENTS
We maintain one brand across the globe that is
instantly recognisable and known to offer a full range
of jewellery products. However, we also employ a
segmented approach that addresses consumers in a
more targeted way.
3. BRANDED RETAIL EXCELLENCE
We offer our consumers a unique PANDORA shopping
experience through excellent retail execution. In some
cases, stores are run by franchisees; in other cases, we
own and operate stores ourselves.
4. BALANCED GLOBAL BUSINESS
We ensure balance in our geographical footprint by
sustaining strong performance in developed markets
while also increasing our revenue share in new and
emerging markets.
Read more about our four pillars on the following pages.
Over recent years, PANDORA has become one of the world’s
most recognised jewellery brands. Today, 8 out of 10 women
in our defined target group around the world recognise the
PANDORA brand, and in some markets the number is even
higher. While brand recognition has increased, PANDORA
has also changed significantly. We have grown in size,
expanded our global presence, and significantly developed
the design and complexity of our jewellery.
Our vision is to become the world’s most loved
jewellery brand. Recognition remains important in new
and emerging markets, but we want to create a stronger
emotional bond with our consumers wherever they are in
the world. Many consumers already love the PANDORA
brand and products. We build on this by putting the
consumer at the heart of everything we do, from product
development and design through to manufacturing,
marketing and retail.
BUSINESS STRATEGY
THE PANDORA VISION
To become the world’s most loved
jewellery brand
THE PANDORA MISSION
To celebrate women by offering them
the opportunity for personal expression
through our universe of high-quality and
contemporary jewellery at
affordable prices