Marketing Management: Pandora Communication Strategy Analysis

This report provides an in-depth analysis of Pandora's communication strategy, examining its application of the 5S framework in digital marketing. The report explores the roles of storytelling and content marketing in engaging customers online, highlighting specific examples of Pandora's content marketing initiatives, such as its digital magazine, blog, and social media campaigns. It analyzes Pandora's online communication strategy, including its presence on platforms like Facebook, Instagram, and YouTube, and evaluates the effectiveness of its mobile and online advertising efforts. The report also offers recommendations for improving Pandora's content marketing and storytelling to further enhance customer engagement and brand visibility. The report references academic sources to support its findings and conclusions.

Running head: EVALUATION OF COMMUNICATION STRATEGY OF PANDORA
Evaluation Of Communication Strategy Of Pandora
Name of the student:
Name of the university:
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1EVAUATION OF COMMUNICATION STRATEGY OF PANDORA
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.

2EVAUATION OF COMMUNICATION STRATEGY OF PANDORA
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

3EVAUATION OF COMMUNICATION STRATEGY OF PANDORA
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.

4EVAUATION OF COMMUNICATION STRATEGY OF PANDORA
The Relevance of the 5S framework
Developed by Dave Chaffey, the 5s of digital marketing offers a simple point to start
checking whether the company has covered the whole spectrum of digital marketing. This
tool is a great way to see whether the digital marketing strategy is maximized or not (Royle
and Laing 2014). Therefore, it is necessary to know the entire process. Every successful
company should apply the 5s model in its digital strategy. As sell is one of the most
significant aspects of digital marketing the brand should effectively use this to digitised it a
brand which means the brand should make their website online so the lead will be generated
in their websites. Brands must effectively know how to handle the customers; it is
challenging to satisfy all the customers; with their quick response team to satisfy all the
customers. Communication is one of the critical components of the 5s structure framework.
Every brand should understand their customer as well. The brand should continuously try to
build a better relationship with its customers through effective communication as it would be
evident from their social media pages as well their public statement released in traditional
media. The last component of the 5s model is sizzle. Social media plays a significant role in
achieving and building the presence of the brand.
Role of Storytelling and Content Marketing
One of the significant features of online marketing communication that makes it
different from traditional communication is an inbound marketing strategy which means that
the strategy is designed in such a way that the audience or the visitor is attracted to visit the
website or the social media page of the brand (Fahy and Jobber,2015). Creating great content
for the consumer is one such way to achieve this, where consumers will read the content as
well as share the content on their social, media pages thus intensifying the effect (Du Plessis
2017). Many brands are choosing content marketing strategy so that they can promote their
brand with great content as a result in the online community there is a various multitude of

5EVAUATION OF COMMUNICATION STRATEGY OF PANDORA
the brand (Baltes 2015). The scenario is becoming extremely crowded as well as noisy for
social media users (Järvinen and Taiminen 2016). Brands are fighting with each other to get
the space in the audience mind.
Storytelling is considered as a powerful tool because stories are actually intertwined
with human history. It is used as a means to pass information by people for thousands of
years. These people used to belong to different backgrounds, cultures as well as communities.
Humans relate to the stories as stories are used to mould behaviour and thinking of
individuals. Storytelling actually converts abstract ideas into an understandable idea. One of
the example from the business standpoint is Apple’s original iPod. In the advertisement
instead of using technical jargon, the advertiser uses a simple image to reflect how using the
product can make life better of the user. Storytelling is also used to creates trust by produces
connection, intimacy and understanding.
Great storytelling and marketing help to build a loyal customer base for the brand as
the customer gets attached and began to form an opinion about the brand (Kee and
Yazdanifard, 2015). Brands update their social media regularly to keep connected with the
customer as more presence of a brand in the online world suggests that target audience start
seeing the brand as a leader of the industry (Rancati and Gordini 2014).
Content Marketing in Engaging with Customer Online
Content marketing is a useful tool for engaging customers, and Pandora Jewellery has
effectively used content marketing as a part of their online communication strategy (Todor
2016). The goal of Pandora Jewellery is to build a global brand strategy that will focus on
creating consistency for the brand in all the media channels with a substantial effect on social
media and internet marketing plan. The digital magazine of Pandora is a brilliant example of
the content marketing strategy. In the year 2011, they launched their digital magazine which

6EVAUATION OF COMMUNICATION STRATEGY OF PANDORA
aimed to take advantage of the Facebook followers and establish digital customer relations.
There were several interactive features of the magazine which includes comments, wishlist,
online ordering and information about the store location, which engaged their digital
customer.
Pandora has en effective blog to generate user-based content. The review section of
the Pandora blogs publishes content from numerous users who review pandoras new
jewellery collection and their experience with the Pandora jewellery (Uk.pandora.net 2020).
The latest blog on the blog section of the Pandora which was published on 19th of February
talks about the frog charm of Pandora (The Art of Pandora | More than just a PANDORA
blog, 2020). The characteristics of the Pandora blog is that they address the mass, and they
make their content fun by incorporating several images and also posting hyperlink of the
products so that they can generate leads in the websites (Lidia 2018). They have an online
catalogue section which is not included only in the websites but Facebook and Instagram as
well to generate customer interest and entice them with the pictures. Their collection also has
a personalised name to make the brand more relatable to the customer.
Pandora has also used Snapchat for content marketing and generates engagement. The
brand used Snapchat to showcase its newly launched products. The brand has also used its
filter tool to target users and send messages within their geographical proximity. One of their
campaign which has integrated both online and offline communication is the mothers day
campaign. Pandora offered an opportunity to the customer at its flagship store to receive a
shopping spree if they upload their best selfie using the geofilter via #JustLikeMum hashtag
on twiiter. The cohesive content marketing strategy of Pandora is at its peak, which enables
the brand to be in the limelight throughout the year( Luís 2015).

7EVAUATION OF COMMUNICATION STRATEGY OF PANDORA
One of the highest viewed video on the pandora’s official youtube channel is “ the
unique connection” (The unique connection, 2020). The company has done an experiment
which celebrated the mother and child relationship. Through this experiment, children were
blindfolded and guided towards a group of women and were asked to find out their real mom.
The children eventually succeeded. Pandora has cleverly used the art of storytelling in
creating a content that reached a more extensive base evident from nearly sixty thousand likes
on the video.
Analysis of Online Communication Strategy
Pandora has an enormous communication strategy especially in content marketing to
reach their customers (Tiffany, Pandora, Swarovski Named Most Desirable Jewelry Brands
in New Study, 2020). Through its websites, Pandora company leads the consumer to the
social media channel. Pandora has a powerful presence in social media including Facebook,
Instagram, Youtube and many more. The brand aims to create a global brand strategy. The
company declares in their websites that the main aim of the brand is to attract as well as
retain customers by meeting their needs through Pandora club and Facebook Fan Page
(Forouzandeh, Soltanpanah and Sheikhahmadi 2014). The brand personality of Pandora is an
affordable luxury brand with the customisation and the brand target women aged 25-39. The
social media platforms of the brand are covered with astounding pictures of Pandora
jewellery as well as celebrity endorsement to appeal to its audience. Pandoras Pinterest
account features an “ as worn by…” board.
The rise in new media has given them more opportunities to explore this medium for
Pandora jewellery as the brand as always been criticized for poor communication strategy in

8EVAUATION OF COMMUNICATION STRATEGY OF PANDORA
the traditional medium (Elena 2016). The company is known to lose visibility. Pandora has
used several mobile campaigns to boost their sales and increase their brand awareness
(Chevrel 2018). Their customers can keep up to date to reach their customers. Pandora has
also used mobile advertising as a part of their online communication strategy. For example, in
2012, pandora encashed the Superbowl event and run advertisement on websites as well as
their mobile application to target men and widen their customer base. A thirty-second
national advertisement commercial cost around $342,000 while an online display
advertisement cost around $1500/week which proved to be cost-effective for the brand
(Liaukonyte, Teixeira and Wilbur 2015).
Pandora jewellery, however, has not utilised specific online communication tool, for
example, online banner advertisement. They can target the tech-savvy consumers using the
online banner advertisement (Dauriz, Remy and Tochtermann 2014). Additionally, the
banner advertisement can be used to direct the potential customer to the official website of
Pandora jewellery with the help of the hyperlink The banner advertisement could be used as
an effective tool for attracting consumers through multiple animated images.

9EVAUATION OF COMMUNICATION STRATEGY OF PANDORA
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Jutkowitz, A., 2014. The content marketing revolution. Harvard Business Review, 1.
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agenda. International Journal of Research in Marketing, 34(1), pp.22-45.

10EVAUATION OF COMMUNICATION STRATEGY OF PANDORA
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11EVAUATION OF COMMUNICATION STRATEGY OF PANDORA
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