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20 • BUSINESS STRATEGY
PANDORA ANNUAL REPORT 2016
2013
2015
2014
2016
Outdoor
Online
TV and Cinema
29%
28%
33%
10%
34%
31%
25%
10%
30%
33%
15%
22%
42%
32%
19%
7%
100
80
60
40
20
0
%
ONE BRAND –
TARGETED SEGMENTS
The PANDORA brand is unique. Through our people,
products, stores, marketing and everything else we do,
we have created a brand that not only celebrates the
individuality of every woman, but lets her express this
uniqueness in her own special way.
To preserve the strength of our brand and ensure we
maintain a unique connection with our consumers, we
maintain one brand across the globe that is instantly
recognisable. However, our target group of women between
18 and 49 years of age is broad, and there are several
different consumer segments within this target group,
each with individual characteristics. We adopt a segmented
approach to marketing that addresses these consumer
segments in a way that is relevant to them.
Increased focus on marketing
During 2016, we strengthened, expanded and reorganised
our marketing team to ensure greater focus on listening
to and learning from our consumers. As part of this work,
we boosted our social and digital focus and added new
expertise across our marketing team during the year.
In order to increase the relevance of our global
campaigns, we established a Marketing Board in 2016
that includes our regional marketing vice presidents. The
Marketing Board meets regularly to ensure we capture
feedback from all our markets, listen to their needs and
wishes, and understand regional consumer differences.
We spent 9% of our revenue on marketing in 2016, a
nominal increase of 14% compared with 2015. Our global
marketing spend was further increased by the marketing spend
of franchisees, multibrand retailers and third-party distributors.
PANDORA MARKETING
SPEND PER MEDIA
INCREASINGLY ONLINE
We constantly assess the media landscape
and adjust our media spread to increase the
effectiveness of campaigns and ensure we
connect with consumers in the most effective
way. In recent years, we have shifted some of
our media spend from traditional print media to
online media and TV.
Online media gives us an opportunity to
connect and interact with consumers in a unique
way. We create online spaces where consumers
can meet and share their passions, jewellery
designs and fashion tips – and monitor consumer
feedback. We enjoy a close relationship with
consumers, and this is enhanced by continuous
online engagement via a variety of social media
platforms such as Facebook, the PANDORA Club
and Instagram. The digital news feed, PANDORA
Universe, has more than 2 million readers per
year and our Facebook page sees around 1.8
million interactions per month.