Evaluation Of Communication Strategy Of Pandora

Running head: EVALUATION OF COMMUNICATION STRATEGY OF PANDORA
Evaluation Of Communication Strategy Of Pandora
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EVAUATION OF COMMUNICATION STRATEGY OF PANDORA1
Executive summary
The paper aims to evaluate the social marketing strategy of a famous jewellery brand called
Pandora. The paper elaborates on the 5s framework of digital marketing and how it has been
used by Pandora brand in order to establish them as a renowned player in the jewellery
industry. The paper also focuses on the role of content marketing and storytelling as a part of
the digital marketing strategy of the brand. The brand analyses the online communication
strategy of the brand Pandora. It also addresses certain successful campaign of Pandora
jewellery on special occasions. The paper also suggests recommendations for the jewellery
brand to improve its communication strategy.

EVAUATION OF COMMUNICATION STRATEGY OF PANDORA2
Table of Contents
Introduction................................................................................................................................3
The Relevance of the 5S framework..........................................................................................4
Role of Storytelling and Content Marketing..............................................................................4
Content Marketing in Engaging with Customer Online........................................................6
Analysis of Online Communication Strategy........................................................................7
References..................................................................................................................................9

EVAUATION OF COMMUNICATION STRATEGY OF PANDORA3
Introduction And Company Background
The decision-making process of the consumer has changed dramatically in the era of
digital marketing. The business model of today is briefer than the past. When a consumer
plans to buy a product they at fist surf the internet and choose what they want to buy. The
accessibility has created an impact on the business model (Leeflang et al 2014). This is where
digital marketing comes in. 5s is an effective digital marketing strategy designed to attain
goals by adopting various measures which will help to set, review and control the
performance (Tiago and Veríssimo 2014). The first S of the model stands for sale. The main
aim of digital marketing is to generate attention for the brand, which will eventually help the
brand to grow. The distribution of digital marketing campaigns is multi-channel like SEO,
PPC, Display ads and many more. The second S stands for speak. A relational builder or a
breaker is the personality of the brand; therefore, the brand should always be consciously
presented. Communication is a key to success and the personality of the brand is always
presented in the communication. The third S stands for serve. The websites and the social
media channel are the tools of the brands to connect to the customers so that they can meet
the queries and serve them (Jutkowitz 2014). The fourth S stands for saving. Digital media is
less expensive than the other traditional forms of media therefore the brand gain value
through online cost-saving (Kannan 2017). The last S of the model stands means building the
brand online.
One of the world’s loved brand is Pandora Jewellery which is a Danish international
brand founded in 1982 (Uk.pandora.net 2020). Its headquarter is in Cophenhagen, but it is
presented is more than 100 countries. The brand sells affordable, luxurious and handmade
jewellery (Uk.pandora.net, 2020). The target audience for the brand is women, especially
who earn through their jobs.