A Comprehensive Marketing Report on the Pandora Jewellery Company

This report provides a comprehensive overview of the marketing strategies employed by Pandora Jewellery. It begins with an introduction that highlights the importance of marketing in promoting brands and attracting customers. The report then delves into Pandora's company structure, emphasizing its global presence and product offerings, including customizable jewelry. A significant portion is dedicated to defining the role of marketing within the company, emphasizing its function in developing customer relationships and supporting the firm's mission. The report also details the key responsibilities of the marketing department, such as creating promotional content and managing online presence. Furthermore, it explores the relationships between the marketing department and other departments like research & development, operations, finance, and human resource management, illustrating how these departments collaborate to achieve organizational objectives. The report concludes by summarizing the crucial role of marketing in enhancing brand awareness and fostering long-term customer relationships, supported by references to relevant academic research.

MARKETING ESSENTIALS

Table of Contents
 INTRODUCTION
 Overview of company structure
 Role of marketing
 Responsibilities of marketing
 Relationship of marketing with other department
 CONCLUSION
 REFERENCES

INTRODUCTION
 Sales techniques, publicity and advertising are considered as marketing, which is
essential to promote specific brand within target marketplace to gain attention of
people.
 The present report is based on Pandora jewellery company.
 This study explains the role of marketing, its key responsibilities.
 Furthermore, this report justifies the relationship of marketing with other department.

Overview of company structure
 Pandora is a global Danish jewellery manufacturer, they known for their customizable
designer rings, watches and charm necklaces.
 It founded by Per Enevolden in 1982, firm has manufacture sites in Thailand and sells their
products over 100 nations on six regions with more than 7,800 points of sale.
 It is one of the biggest jewellery brands in the world, with goods sold in more than 70
nations effectively.
 They design, markets and produce hand finished as well as contemporary jewellery create
from high quality materials at reasonable prices, they have more than 2,400 concept outlets.
 Pandora established their headquartered in Denmark, Copenhagen, firm employs over
27,300 workers globally of whom around 13,200 are located in Thailand, where firm
produced their jewellery.

Role of marketing
 Marketing is management procedure through which services and products move from concept
to number of consumers, it includes coordination of four essential elements such as
identification, development and selection of goods.
 Marketing plays vital role in developing relationship between consumers and company
through communication.
 It supports while promoting mission of firm and its business within marketplace.
 Marketing serves as face of organization, coordinating and manufacturing all materials that
represent business in effective manner.
 It is one of the most common term used in Pandora jewellery company, it confuses people in
other managements who want to know what marketer do.
 Marketing help to develop better sales and products presentations, it helps to drive new
consumers through business via advertising and publicity.

Responsibilities of marketing
 Producing promotional and marketing context is the key responsibility of marketing in
context of business.
 Marketing management is responsible for creating appropriate content that promote and
described specific services or products, they always keep update as those things evolve.
 Organizational websites is the first touch point where most people go for collecting
information about business practices and products they offered to large number of
consumers.
 Marketing team is accountable for keeping web content appropriate, while also
performing to assure that sites comes up quickly when its consumers searches for same
type of firm.
 Marketing department is also responsible for managing and monitoring social media
sites or platforms, they contribute to maintain and well managed firm social media
pages in gain traffic rather than before

Relationship of marketing with other
department
Marketing department of company like Pandora work closely with research &
development, operations, finance and HRM to check their strategies and plans are suitable
or possible.
Relation of marketing with operations-
 Operations department use sales forecasts effectively produced by marketing team to
plan their manufacturing schedules.
 Marketing department communicate with operations function to carry out current and
further activities of company effectively.
 They always function as key voice of target market and thus help to centre operations
to gain clients satisfaction in systematic manner. Because productions sometimes direct
contact to consumer, it will often be able to help guide marketing towards expanded
business chances.

CONT….
Relation of marketing with finance-
 Sales forecasts also an essential part of budgets produced by finance department, for
marketing as well as human resource section.
 Marketing work more closely with finance management because they allocate budget
according to the activities conducted in order to gain attention of people.
 Connection between both of them is arguable one of the significance within company.
Relation of marketing with human resource management-
 HRM and marketing department work together and have very close relationship.
 They both drive towards gaining attention of skilled people who are able to achieve business
objective throughout their hard-working performance.

CONT..
Relation of marketing with Research and development-
 Marketing section work very closely with research & development team in order to
understand needs of target market and to test outputs of research department.
 By conducting overall investigation about consumers needs and market trends, R&D
section communicate with marketing department to provide findings of research that
help to plan advertising or promotional strategies.

CONCLUSION
 From above analysis, it has been summarized that marketing department plays crucial
role in Pandora jewellery company, they help to generate awareness of products that
gain attention of people and retain potential clients for long term period.
 Furthermore, while working with functional and operational department , marketing
section effectively achieve organizational objectives.

REFERENCES
 Chen, Y.H., Ho, M.C. and Wu, H.C., 2016, May. Adding value by semi-automatic craft
with thai sense of quality and aesthetics: Foundation of PANDORA charms. In 2016
International Conference on Applied System Innovation (ICASI) (pp. 1-4). IEEE.
 Eteokleous, P.P., Leonidou, L.C. and Katsikeas, C.S., 2016. Corporate social
responsibility in international marketing: review, assessment, and future
research. International Marketing Review. 33(4). pp.580-624.
 Fortenberry Jr, J.L. and McGoldrick, P.J., 2016. Internal marketing: A pathway for
healthcare facilities to improve the patient experience. International Journal of
Healthcare Management. 9(1). pp.28-33.
 Mishra, S. and Modi, S.B., 2016. Corporate social responsibility and shareholder
wealth: The role of marketing capability. Journal of Marketing. 80(1). pp.26-46.
 Yim, S and et.al., 2019. The role of marketing capability in linking CSR to corporate
financial performance. European Journal of Marketing.