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Abrindo a caixa de Pandora

A estratégia de marketing da gigante dinamarquesa

Seguir + Hertha Schwartz,

De acordo com uma das versões do famoso mito grego, Pandora era uma jovem curiosa e guardadora de um baú enviado por Zeus, o deus mais poderoso do Olimpo. Mesmo sendo advertida por este, mas dotada de uma curiosidade sem tamanho, a moça decide abrir o baú, libertando todos os males da humanidade. Atordoada e arrependida, percebendo a tolice que havia feito, tratou de fechar o objeto, com tempo suficiente para que a esperança – único bom sentimento que havia naquela vastidão – fosse mantida.

A Pandora tratada neste artigo é muito diferente daquela jovem inconsequente descrita acima. Esta Pandora revolucionou o mundo das joalherias de forma inovadora e visionária. Nasceu de forma modesta nos arredores de Copenhague – Dinamarca em 1982, fruto do trabalho do ourives Per Enevildsen e sua esposa Winnie. Em 1989 com a empresa em grande momento, abriu sua primeira fábrica própria, na Tailândia. Contudo, foi no ano de 2000 que a joalheria descobriu o que de mais importante havia em seu baú e lançou tendência, ao criar o conceito “bracelete de charms”.

A criação atingiu certeiramente o coração de milhares de mulheres de todo o mundo, que passaram a colecionar as pulseirinhas com berloques – que era adicionados principalmente quando algum evento importante ocorria em suas vidas – contribuindo para o sucesso da empresa, que entre 2003 e 2005 abriu lojas físicas nos Estados Unidos, Alemanha e Austrália. O processo de expansão da Pandora foi rápido, com sua participação no mercado escandinavo aquecida principalmente pela grande capacidade de produção da fábrica situada na Tailândia.

Nos anos seguintes (até 2010), mais três fábricas foram abertas – ainda no mesmo local – o que representou um salto gigante em relação à capacidade de produção e vendagem das peças.

Atualmente, o modelo de negócio é vertical, onde a criação, produção e distribuição das peças acontece diretamente para os mercados globais. Mais de 80 países em seis continentes comercializam as belas peças que encantam as mulheres e contam história. Com mais de 10.300 pontos de venda e 900 lojas conceito Pandora em todo o globo, sua caixinha de surpresas certamente promete muitas maravilhas. 

CURIOSIDADES

Público alvo: Mulheres, 25 a 55 anos.
Principais concorrentes no Brasil: Vivara e H.Stern
Principais concorrentes mundiais:A austríaca Swarovski e a americana Tiffany´s.

Ranking mundial de vendas:
1º Cartier
2º PANDORA
3º Tiffany´s

Os principais mercados são: Estados Unidos, Reino Unido, Austrália e Canadá. O Brasil figura no TOP 10 em volume de vendas da marca, contudo a Pandora não divulga em qual colocação.

De acordo com o presidente da Pandora nas Américas, Scott Burguer, a política de expansão da empresa no Brasil será direciona às cidades interioranas, visto que a marca já se faz presente nas principais capitais do país. Ainda de acordo com o executivo, o próximo passo é focar na fabricação das linhas de anéis e brincos, com o intuito de diversificar o mix de produtos, desbancando a francesa Cartier.

De olho no sucesso dos braceletes Pandora, a paulistana Vivara lançou a linha LIFE VIVARA, com o slogan: “Monte sua pulseira e conte sua história”. A estratégia conta com a atriz global Bruna Marquezine, que desfila com seus berloques em revistas, outdoors e em propagandas no youtube.

Toda mulher tem sua história para contar. Qual é a sua?

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Tags: badulaques berloques bracelete bruna marquezine cartier copenhague dinamarca h.stern joalheria joias life vivara pandora per enevildsen pulseira swarovski tiffany´s vaidosa vivara


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