Swarovski vs. Pandora Marketing Essay - 435 Words
Swarovski vs. Pandora...
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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译者/闫东升 编辑/Tang 图片/神话塔罗
本文节选自《神话塔罗》 由自在园授权
神话塔罗让我们把视线转向塔罗牌本身，更好地理解这些古老的图案所描绘出的精妙原型设计、故事或神话。
走过了摧毁老旧模式的高塔牌，我们来到了在废墟上憧憬未来的星星牌。
朱丽叶·沙曼-伯克 丽兹·格林
出版日期：
星星对应的希腊神祗
潘多拉·魔女
诸神送给人类的礼物
星星牌描绘的是一个留着金色长发的年轻美女，跪在一个打开的箱子前面，从箱子中飞出了一群有毒的昆虫，它们散入到黑暗的天空中。这个女人全神贯注地看着一颗盘旋于她上方的明亮的星星，在星星的中心处可以看到一个身穿白袍的女性形象。
潘多拉（Pandora，也译作潘朵拉）：和夏娃（Eve）一样是个众所周知的女人，她们象征着人类的女性层面，包括感受、情感、本能、想象力和直觉，无论将要面对什么样的结果，人类都必须去了解她的真相。
宙斯（Zeus）让潘多拉送到人间的箱子：就像伊甸园里的苹果，被禁止窥视却又无法抗拒。它包含着关于人类生命的现实性的知识，意即纯真和孩童般幻想的终结（死亡）和人类的心灵（精神）力量，那是人类最宝贵的东西。
昆虫：和常温动物不同，它们和人类的意识距离较远，关系也不太密切，我们几乎无法和它们沟通，却常常被它们叮咬伤害。
被诅咒的潘多拉魔盒
星星牌中我们遇见了潘多拉，神话中她打开了宙斯不怀好意地让她带到人间的盒子，所有的怨恨和恶意都被释放了出来。泰坦巨神普罗米修斯（Prometheus）把圣火从神界偷到人间之后，众神之王决定给人类施以最严厉的惩罚，引发了灭世大洪水之灾，我们在倒吊人牌中阐述了这个故事。在大洪水之前，宙斯的怒火并没有那么大， 当然也是心怀不满。
他命令铁匠之神赫菲斯托斯（Hephaistos）用水和泥土塑造了一个女性身体，又注入了生命力和人类的声音，这个少女（处女之身）倾国倾城，可以和不朽的女神们媲美。所有的神祗都给了她一份特别的礼物，并为她取名为潘多拉。赫密士给她的心中注入了背叛，又让她的嘴巴善于诉说谎言。
宙斯把潘多拉送给了厄皮米修斯（Epimetheus，这个单词还有“后知后觉”的意思），还附带了一个箱子，在此之前厄皮米修斯的哥哥曾警告他不要接受宙斯的礼物，只要用委婉的借口拒绝就好了。但是厄皮米修斯看到宙斯报复普罗米修斯的残忍手段后，就没敢拒绝这个礼物，很快和潘多拉结合了。
普罗米修斯被束缚在悬崖上之前，曾经警告过厄皮米修斯不要去碰那个箱子，厄皮米修斯也告诉了潘多拉，而且严厉地威胁她一定不能打开箱子。但是赫菲斯托斯在制作潘多拉的时候，把愚蠢、懒散和喜欢恶作剧的特质注入到了她的体内，就像那迷人的美貌一样。
厄皮米修斯警告她没多久，她就打开了箱子，宙斯收集到的所有苦难都释放了出来，包括年老、劳苦、疾病、疯狂、粗暴和色欲，它们散布到了地球的各个角落，影响了所有的人类。但是希望却没有飞出来，还留在箱子中，闪着珍贵的光芒。
夜空中最亮的星
从内在的层面来看，潘多拉和希望之星的意象是我们每个人内在某些部分的象征，尽管有失望、失落和沮丧，我们还是能够紧紧拥抱着希望和意义，有机会从痛苦过去中走出来。星星并不是象征着一个已经成型和完整的计划、解决方案和行动指南。就像和一样，星星牌告诉我们的是等待，希望和星星一样闪耀着微弱的光芒，它指引我们方向，但却不能照亮整个夜空。
牌中星星的中心位置呈现出女性的形象，它象征着我们内在非理性的一面——直觉，这也是希望的特质。星星不能驱逐附近的有毒昆虫，也不能让宙斯撤回报复的行动。但是从某种神秘意义上来说，它给人们带来信念，因此潘多拉的眼睛一直盯着它，而不是那些带来不幸的昆虫，这种模糊的、非理性的、无法解释的光芒，意味着黎明已经不再遥远。
希望的特质和已经计划过的期待完全不同。它和我们内心深处的某种力量有着很深的联结，我们有时候称它为求生意志（will to live），尽管是一种主观感受，也没有具体的原因，却能够彰显出生与死的区别。医师们对此非常了解，有些病人一直怀揣希望和求生意志，因而找到了内在的某些资源，和疾病顽强作战，最后从重大的疾病中杀出一条血路。
同样地，有些人能够坚强面对苦难的境遇和极其困难的挑战，远远超过常人承受的极限，例如第二次世界大战期间德国和波兰集中营里的幸存者，还有1948年俄国入侵捷克斯洛伐克和1956年入侵匈牙利期间战火中的幸存者，他们表达出某种内在的信仰和意义，而不仅仅只是为了求生。希望是非常深奥和神秘的东西，因为它似乎能超越命运带给我们的重大灾难。它也不是一种有意识的行为，就像潘多拉箱子里的希望，她事先并不知道。
只要人们看到希望那微弱闪动的光芒，他们对待困难和挑战的态度就会改变。星星牌象征着希望和承诺的引导之光，它出人意料地从高塔（牌）的废墟中升起，让愚人在面对一片狼藉的迷茫中有了等待的勇气。老旧的结构坍塌之后，愚人一定会经历迷茫和困惑，此时希望就像夜空中的星辰，光芒虽微弱摇曳，却能点亮他的信仰和意志。
星星，迷茫与困惑中的希望之光
从解牌的角度来看，星星牌出现的时候，预示着当事人会在困境中体验到希望、意义和信仰。当然星星牌也有它的两面性，所以当事人要防止盲目的希望，也不应该只是被动地面对一切，任何希望都需要有必要的行动来支撑。星星牌也意味着承诺，它告诉愚人要坦然面对老旧模式被颠覆的经验，也要坚守自己生命的价值和意义。
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