Pandora

Pandora

Anca Bucuta / Cristina Maria Balgaradean / Dan-Cristian Dabija

32,95 €
IVA incluido
Consulta disponibilidad
Editorial:
KS OmniScriptum Publishing
Año de edición:
2023
Materia
Ventas y marketing
ISBN:
9786206426448
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Una caratteristica importante dei giovani consumatori è il desiderio di essere alla moda e di stare al passo con gli amici e le tendenze della società. In questo modo possono individualizzarsi, sentirsi unici e dimostrare la loro appartenenza a un particolare gruppo sociale. Il loro aspetto fisico, rappresentato dal modo in cui si vestono e dagli accessori che indossano, gioca un ruolo importante. Per i consumatori moderni, il prezzo è spesso il fattore principale nella scelta dell’abito o del gioiello più adatto, poiché cercano di trovare gli abiti, i gioielli e gli accessori più fantasiosi al prezzo più accessibile. Il presente studio mette in evidenza la strategia di assortimento e di prezzo di Pandora, un attore globale nel settore della gioielleria, che si sta concentrando soprattutto sui giovani consumatori. Il design innovativo, le collezioni costantemente rinnovate, le innovazioni, l’attenzione alla promozione online e il personale molto cordiale sono gli elementi chiave grazie ai quali questo 'killer di categoria' ha ottenuto un grande successo su diversi mercati internazionali. L’azienda persegue un’efficace strategia di targeting rivolta ai consumatori più giovani, rafforzando il proprio vantaggio competitivo e guadagnando attrattiva e consapevolezza tra i propri clienti.

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