Pandora Jewelry: A Marketing Project for Indian Market Entry

This project investigates the potential for Pandora Jewelry to enter the Indian market. It begins with an overview of Pandora's global presence and highlights the opportunity presented by the Indian jewelry market, particularly its focus on gold and diamonds and the growing influence of Western cultur...Read More

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Slide1:
Pandora Jewelry is the largest international jewelry maker and it has covered many countries
around the world through its online and offline store. The company was found by a Danish
goldsmith in Copenhagen in 1982. The company has more than 10,000 retailers in 70 countries.
The sales data from the year 2011 was astonishing as more than one piece of the company’s
product was being sold every second. The growth story of the company is appreciable. However,
one crucial jewelry market company has ignored till date is India.
Slide2: Introduction
To attain the sustainability and the competitive edge along with the maximization of profitability
for the longer period of time, the organizations have to change their way of working and further
explore the new opportunities to expand their business and create a strong market presence.
Furthermore, Pandora is planning to enter the market of India as it is one of the greatest market
of jewelry across the globe. The Pandora wants to open around 50 shops in the coming four years
in order to expand the business. Pandora is targeting the market of India because the country is
focusing on the diamond and gold and the youngsters of the country are highly influenced by the
western culture and the brands and they are more attracted towards the silver jewelry.
Slide3: Background
The project’s aim is to understand the opportunities which are being available for the Pandora
jewelry in order to enter the market of India by understanding the environment of jewelry in that
particular country. Also, by analyzing the competitive edge of Pandora as compared to the
international and the national jewelry organizations in the country.

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RESEARCH QUESTION
What are the opportunities available for Pandora Jewelry to enter into Indian market directly?
Slide4: objectives
The objectives of this particular research are given below:
1. To assess the current situation of the company in the International market.
2. To understand the Jewelry environment of India.
3. To analyze the competitive advantage of Pandora in comparison to other national and
international jewelry companies in India.
4. To identify strategies that will be suitable to enter and expand in the Indian Jewelry
market.
5. To recommend improvements based on the overall assessment.
Slide 5: methods
In this research project, the two types of the methods are being used in order to gather the
information i.e. secondary and the primary method of research. Further, the primary method of
research includes the collection of the data along with the assessment in order to reach the
realistic results for the better understanding of the client. Moreover, the secondary research is
known as the desktop research in which the various sources through online are being accessed in
order to meet the objectives of the research. The combination of the secondary and the primary
methods of research ensured that the objectives of the research are successfully met. This
enabled the approach of flexibility to collect the data and achieve the objectives. Also, the data
was gathered from the survey and was analyzed by using the statistical tool i.e. MS excel and

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were further represented in the form of charts and the graphs for the better understanding of the
client. This approach helped in determining the factors which are closely connected to the failure
or the success of the businesses in the jewelry market of the country i.e. India. The analysis of
the data was conducted relying on the kind of method which was used to gather the data. It is
being observed that the strategy of gathering the data and the responses is appropriate for this
project and help the company Pandora to enter the jewelry market of India by satisfying the
younger generation.
Slide 6: findings
The key findings of our research project are as follows:
 The internal and the external analysis supported in evaluating the understanding the
environment for the Pandora in order to expand the business and enter the Indian market
of jewelry to target larger segment of the audience. The analysis was done by using
PESTEL and SWOT.
 The information which is collected from the primary source is helpful for the company as
it helps in understanding and analyzing the perception of the customers towards the silver
jewelry which is offered by Pandora through online and offline.
Slide7: continue
 It can be understood from the above interpretation that 27 respondents agreed to the
question that people prefer lightweight and the fashionable silver jewelry in comparison
to the diamond and the gold jewelry. Further, 6 respondents strongly agree to it. Whereas,
14 respondents disagreed to the questions and 4 of them were neutral.

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 It can be understood from the above interpretation that 24 respondents agreed to the
question that they follow the western culture more in the country i.e. India as in
comparison to the traditional culture. Further, 7 respondents strongly agree to it.
Whereas, 8 respondents disagreed to the questions and 6 of them were neutral.
Moreover, the key responses of the customers are presented graphically in the next slide for the
better understanding.
Slide8: results
The results shows the perception of the customers towards the silver jewelry which will help the
company Pandora to expand the business and enter the market.
1. I follow western culture more as compared to the traditional culture in India.
Number of responses Number of respondents
Strongly agree 7
Agree 24
Neutral 6
Disagree 8
Strongly disagree 5

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strongly agree agree neutral disagree strongly disagree
0
5
10
15
20
25
30
follow western culture more in comparison to traditional
culture
number of respondents
It can be understood from the above interpretation that 24 respondents agreed to the question that
they follow the western culture more in the country i.e. India as in comparison to the traditional
culture. Further, 7 respondents strongly agree to it. Whereas, 8 respondents disagreed to the
questions and 6 of them were neutral. Therefore, this factor can be considered by the company to
a great extent.
Slide 9: continue
1. I prefer lightweight and the fashionable silver jewelry more as compared to gold and
diamond jewelry.
Number of responses Number of respondents
Strongly agree 6
Agree 27
Neutral 4
Disagree 14
Strongly disagree 5

6
strongly agree agree neutral disagree strongly disagree
0
5
10
15
20
25
30
prefer silver jewelry more in comparison to gold and
diamond
number of respondents
It can be understood from the above interpretation that 27 respondents agreed to the question that
people prefer lightweight and the fashionable silver jewelry in comparison to the diamond and
the gold jewelry. Further, 6 respondents strongly agree to it. Whereas, 14 respondents disagreed
to the questions and 4 of them were neutral. Therefore, this factor can be considered by the
company as this is the advantageous factor.
Slide10: continue
1. I like a silver necklace and earrings more as compared to silver bracelets.
Number of responses Number of respondents
Strongly agree 7
Agree 19
Neutral 8
Disagree 11
Strongly disagree 5

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strongly agree agree neutral disagree strongly disagree
0
2
4
6
8
10
12
14
16
18
20
preference to silver necklace and earrings more as
compared to bracelets
number of respondents
It can be understood from the above interpretation that 19 respondents agreed to the question that
they prefer necklaces and the earrings more in comparison to the silver bracelets. Further, 7
respondents strongly agree to it. Whereas, 11 respondents disagreed to the questions and 8 of
them were neutral. Therefore, this factor should be considered seriously as the company mainly
deals in the silver bracelets.
Slide11: conclusion
It can be understood from the above-given analysis and the results that the perception of the
consumers plays the essential role when it comes to expansion of the business by entering the
new market of another country. Moreover, it is essential for the company Pandora in order to
take the responses of the customers seriously to further enter the market of jewelry in India.
Also, the objectives of the research project are completely met. Firstly, the present situation of

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the company i.e. Pandora is being analyzed by using the SWOT analysis. Secondly, the
environment of the Indian market of jewelry is being analyzed and observed through the
PESTEL analysis which helped in giving a clear view that what actually happens in the country
and how the market is being governed by the government of India and the customers. Thirdly,
the competitive edge of the company Pandora is being analyzed through gathering the responses
of the people through online. Lastly, the strategies are being identified through the primary
method of data collection which will be appropriate for the company in order to expand its
business by entering the Indian market.
Slide 12: recommendations
 The company should start offering the silver necklace and the earrings as it presently
deals in silver bracelets only. But, the people of India prefer necklace and the earrings
more as compared to the silver bracelets.
 The company should market the products of jewelry by showcasing them to the
customers through online by using the help of social media platform. This will help the
people of the country to become familiar with the jewelry products of the company which
they are going to offer in the country.
 The company should ensure that they are providing lightweight and the fashionable
products of the jewelry along with the high quality as the silver jewelry is mainly
preferred by the young generation and they are conscious about the brand and the style
while making a decision in order to purchase the jewelry.
 The company can use the schemes of discount at the initial stage after entering the market
of jewelry in order to attract the customers. Further, it is being observed that the people

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are attracted to the companies which offer discounts or some various other schemes if
they make the purchases.