Moleskine Presentation
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For my consumer behavior class, we were prompted to target a group that was the opposite of our personality type. As extroverts, my group targeted introverts. We had to create advertisements and rationalize our choice of moleskines as a viable product for our target audience.
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This document discusses Moleskine's traditional and new products, their target customers, and strategies for segmentation and market expansion. Moleskine's traditional products include notebooks, journals, diaries, and city guides. New products include photo books, laptop/tablet accessories, and more online services. Their target customers value self-identity, creativity, sharing experiences and have open-minded personalities. Moleskine uses opinion leadership and social media to engage customers and develop their brand awareness.
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This document discusses personality characteristics that influence consumer behavior and how marketers can segment consumers based on personality traits. It provides examples of common personality characteristics like dogmatism, innovativeness, and variety seeking. The document then discusses how Moleskine consumers display certain personality traits like being innovative and needing uniqueness. It also summarizes several consumer segmentation models like VALS and Roy Morgan that group consumers based on demographics, psychographics, values, and lifestyles. Finally, it discusses Moleskine's strategy to understand their targeted consumers and connect with them through social media and a personalized approach.
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Moleskine is a brand with over 200 years of history that produces notebooks, planners, diaries and sketchbooks. It is based in Milan and known for being used by famous artists and writers. In 2010, Moleskine earned €200 million in turnover by selling its products through over 22,000 stores globally. The document discusses marketing questions about Moleskine's target consumers and segmentation strategies, and how it connects with modern consumers through various communication tools including social media.
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The document discusses several issues facing the book trade industry. It notes that book selling brings together different players and is vital for disseminating information, but that various factors have negatively impacted bookstores. These include the recession, the decline of small independent bookshops, and an "inverted snobbery" regarding books. Meanwhile, large book chains have displaced small sellers. The document also states that books have enabled knowledge transfer and development, but that the book trade industry faces internal issues within a bookseller's control, like marketing and location, and external issues beyond control like political, economic, social and technological changes.
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This document provides an overview of Moleskine products and services, including their legendary notebooks, custom editions, events and brands they support, publishing initiatives, and digital products that hybridize analog and digital experiences. It also mentions that Moleskine has headquarters in both New York and Milan, and that in 2010 they had a presence in 60 different countries around the world. The document promotes Moleskine's brand and the experiences they provide to customers through their notebooks and related products.
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This document discusses Moleskine's traditional and new products, their target customers, and strategies for segmentation and market expansion. Moleskine's traditional products include notebooks, journals, diaries, and city guides. New products include photo books, laptop/tablet accessories, and more online services. Their target customers value self-identity, creativity, sharing experiences and have open-minded personalities. Moleskine uses opinion leadership and social media to engage customers and develop their brand awareness.
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Moleskine is a brand with over 200 years of history that produces notebooks, planners, diaries and sketchbooks. It is based in Milan and known for being used by famous artists and writers. In 2010, Moleskine earned €200 million in turnover by selling its products through over 22,000 stores globally. The document discusses marketing questions about Moleskine's target consumers and segmentation strategies, and how it connects with modern consumers through various communication tools including social media.
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This document compares Knorr advertisements from Vietnam and the US based on Hofstede's cultural dimension of individualism vs collectivism. Vietnam scores 20 on individualism, making it a collectivistic country, while the US scores 91, making it highly individualistic. The research question asks how differences in the ads can be explained by this dimension. The methodology is a content analysis of two video ads, one from each country. The results show the Vietnamese ad uses more "we" language and implicit, visual style, while the US ad uses "I" and explicit, verbal style. This difference reflects the audience's differing mindsets in individualistic vs collectivistic cultures.
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Moleskine Presentation
- 1. Charles DeRupe Hannah Fleishman Lucia Guerra Jaime Hutkin Michael Perotto
- 2. Our Target: ISFJs and INFJs • Individual passions and interests - especially those that reflect their inner life. • Inner life is very dynamic and rich. • ISFJ make sense of their world around them through their senses. Bold colors are key. • INFJ make sense of their world through intuition • Images that are abstract are more interesting than literal
- 3. Our Target: ISFJs and INFJs • Both make sense of their world with big ideas - images that captured attention quickly and sending quick associative ideas are key. • Individuality for both are self-identified and their right to express identity is important but it is focused mainly for themselves and not others. "I do this for me." • Those with high Judging levels (especially with high Feeling levels) are likely to be attracted to positive ideals that promote growth and unity
- 4. What are Moleskines? • Moleskine journals are designed to be a companion. • Outlet for people who spend time reflecting on their interests, passions, and feelings.
- 6. Consumer Decision Making Process
- 7. Need Recognition • target reads blogs and print magazines • want a way of individual, personal self expression • absence of a way to document passion
- 8. Information Search • External Search – online recommendations • Susceptible to Moleskine Ads • Evoked Set
- 9. Alternative Evaluation • Recommendations from friends • Distrust Advertising • Survey
- 10. Purchase • Online or In-Store • Specific To Interests • Beginning of Year • Start of Something New
- 11. Post Purchase Evaluation • Worth the hype? • Social Media – Twitter, Blogs • Satisfied?
- 12. New Value Proposition • well-made, quality notebooks • Moleskine Passion Books are an outlet for individual expression • wide variety of passions
- 13. Culture • Mono-Passion. • One interest leads them. • Many Vs. One
- 14. Consumer Satisfaction • Ad Campaign: – Friendly – Trustworthy – Shows usefulness and quality • Hedonic Value • Utilitarian Value
- 15. Limited Cognitive Dissonance • Hedonic Value – personalized, special product • Utilitarian Value – outlet for expression
- 16. Advertisements • Survey conducted showed the top 3 advertisement mediums were most likely to come across our target segment: – Print Ad (Magazine) – Web Ads – Transportation Ads (T)