Marketing Simulation

UNIT -BSBMKG523A: ELEMENT 1,2,3,4 & 5
UNIT –BSBADV507B: ELEMENT 1, 2, 3, and 4


Creative Brief
By Elizabeth Marshall-McCormack

Table of Contents
Overview of Pandora 3
Deliverables Needed 4
Primary Audiences 4
Tone and Image 4
Messages: Features, Benefits and Value 4
Budget and Schedule 6

Overview of Pandora
  * Originally from Copenhagen in Denmark, PANDORA jewellery began as a husband and wife import business in the early 1980's. The couple would travel to Thailand in search of the perfect gemstones.  As it turned out they developed a talent for this and consumer demand for their stones increased. The company made the decision to shift their focus to wholesale. A few years later they opened their own factory in Thailand and kept to a tighter focus on the design aspect of the jewellery they had collected over the years.
  * Thirty years later, after expanding dramatically and becoming a leading brand sold in over 65 countries, PANDORA owes much of its success to the company’s iconic charm bracelet. Launched in 2000 and initially only sold in Denmark, it was an instant hit. By 2004 the company had begun selling in the United States, Germany and Australia, with their charm bracelets coming to represent the brand as a whole.
  * PANDORA claims the charm bracelet was created to celebrate the 'unforgettable' moments in a woman's life, with each charm symbolising a memorable point in their lives. Through adding new charms, women are able to create a piece of jewellery that is representative of their personalities and experiences while combining it with PANDORA’s matching earrings and necklaces. 
  * While charm bracelets had started to dwindle in popularity over the latter half of the 20th century, PANDORA has successfully modernised this historic concept with their combination of interchangeable decorative beads and themed charms. Through their versatility, charm bracelets are once...