10•BUSINESS STRATEGY
PANDORAANNUAL REPORT2014
consumer-centric andmarket-led design strategy building
on analysis of consumers’ buying patterns and sales-out
data from stores.
Build a global brand
Our global brand strategy focuses on creating brand
consistency across all communication channels and
markets.We invest a significant amount of revenue in
marketing and use targetedmarketing approaches to
ensurewe effectively reach our desired audience in
each region.
We increasingly use onlinemarketing to promote our
brand, andwe attract and retain customers by fostering
consumer loyalty through channels such as the PANDORA
Club and our Facebook fan pages.
FOUR STRATEGIC PILLARS
Our vision is to become theworld’smost recognised
jewellery brand by offeringwomen across theworld high-
quality hand-finished jewellery at affordable prices. To
achieve this aspiration, we base our work on four strategic
pillars designed to strengthen our market position and
increase our revenue and profitability.
Capitalise on our product offering
We design, produce and sell affordable genuine jewellery
and continuously aim to improve our product portfolio to
meet consumer demands. To optimise the potential of our
product offering, we have seven yearly product launches
to ensure freshness in the stores and increase store traffic.
To ensure that our products stay relevant for
consumers, our product development is based on a
DESIGNAND PRODUCTS
Capitalise on our product offering
through
seven yearly product launches and consumer-centric,
data-based design of new products
BRANDANDMARKETING
Build a global brand
through the use of targeted
marketing and a consistent consumer experience
across borders
SALESCHANNELS
Focus onbranded sales channels
, particularly
increasing the number of concept stores
MARKET STRATEGIES
Adopt a tailored approach innewmarkets
, using
proven distribution andmarketing approaches from
prior market entries
