Pandora Bell is a business set up by Nicole Dunphy making luxury gourmet sweets. These include handmade lollipops, fruit jellies and chocolates. They can be bought individually, in gift hampers or made to order for special occasions. Pandora Bell has a number of marketing USPs (unique selling points). One is that the business has an unusual product range. Another is that it only uses natural ingredients. For instance, all jellies are made with 70% real fruit and have no added colours or artifi cial preservatives. A further USP is that the business takes its environmental responsibilities very seriously. Nicole is very committed to sustainable development and is proud that over 99% of factory waste goes for recycling. In addition, product packaging is easily recyclable for consumers as it is nearly all glass bottles, paper bags and cardboard boxes. The business uses palm oil in some products but only if it is from environmentally sustainable sources and is not contributing to deforestation or the endangerment of orangutans or other species. The eggshells used in Pandora Bell’s ‘Real Eggshells fi lled with Praline Chocolate’ all come from free range hens to avoid any animal cruelty. The business is also a strong supporter of local charities. Pandora Bell puts a lot of emphasis on packaging to emphasise the quality and uniqueness of its products. The products are sold at a premium price and sold through retailers and also directly to consumers online. Marketing promotion is mainly done through the business website, Internet advertising, public relations and direct selling to retailers.
Discuss your answers to the following questions: 1. What are Pandora Bell’s unique selling points? 2. Explain what is meant by sustainable development. 3. Prepare a marketing mix for Pandora Bell. 4. Compare the marketing mix you’ve prepared with the marketing mix prepared by another pair of students.
