Swarovski vs. Pandora Marketing

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Marketing Communications Home Assignment 2
Written by: Kacsák Kitty
Seminar Leader, Group: Tom Owens, Tuesday 10.00 am


1. Positioning
Swarovski positioning itself as a luxury fashion brand by creating a consumer experience that embodies Swarovski's brand values of innovation and modernity. They would like to position themselves as creating premium, high-quality products with many features for the high-value customers. They are working hard on the continuous innovation to be a market leader in the luxury and travelling jewellery segment. Their products are truly multifaceted and as multifaceted as that product is, so is the customer base. This gives Swarovski a unique advantage in the current economic climate to reach out to a broad spectrum of people and provide them with a luxurious yet affordable product

2. Target Group
The common favour in most of the luxury and lifestyle brands is the travelling person, which is a prime marketing target group for Swarovski. Every single female consumer, from 17 to 71, in terms of buying or gift receiving is a target person for Swarovski. The company think themselves as a global and all-encompassing brand. They have targeted four major sections in the women fashion with sophisticated, business, classical and bridal collections. Very recently, they have discovered that one of their crystal pendants (Fiorella) is very successful in the children’s pages of in-flight catalogues. Originally they have not targeted this segment but it has made them aware to consider the further development of this marketing segment.


1. Positioning
Pandora designs, manufactures and markets hand-finished and modern jewellery made from genuine materials at affordable prices. High quality, hand-finished, modern and genuine jewellery products at affordable prices, thereby inspiring women to express their individuality. All women have their individual stories to tell – a personal collection of special moments...
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