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.

1. Moleskine
Wenqian Zuo (Carrie)
178138
Daoshu Luo (Rex)
178318
Erjok Apech
122370

2. Brief Background of Moleskine
 Over 200 years history and became
a official brand in 1997.
 Based in Milan.
 Production includes notebooks,
planners, diaries, sketchbooks, and
albums.
 ‘Legendary notebooks’ – used by a
lot of famous artists and novelists. E.g.
Vincent van Gogh, Pablo Picasso and
Ernest Hemingway.
 The Moleskine brand is synonymous
with culture, travel, creativity, memory,
imagination and personal identity.
 Earned €200 million turnover in 2010,
and is now sold through over 22,000

3. Questions helps you to have a better
understanding of Moleskine
1. Describe the characteristics of the Moleskine consumer. Write down a
list of the various personalities you think they might possess. Do they
have anything in common with other consumers?
2. Outline the VALS program and Roy Morgan Values Segments. Where do
you think Moleskine consumers fit into these systems? How could these
systems assist marketers in planning the marketing mix?
3. What marketing communication tools does Moleskine use to connect
with the modern consumer? What additional strategies could it use,
and how would these resonate with a global market?
4. Is it possible for other traditional products (paper-based or other
analogue) to use similar segmentation and marketing strategies as
Moleskine? If so, what products could? If not, why?

4. Question 1
characteristics of the Moleskine consumer:
able to appreciating arts
Literate
creative
interests, attitudes and adventures

5. Question 1
Personalities of Moleskine consumer:
Uniqueness
Confident
Outgoing
Common traits
Brand loyalty
High needs of cognition

6. Question 2
 VALS Program  Roy Morgan Values
Segments
Basic
needs
Fairer deal
Traditional
family life
Conventio
nal family
life
Look at me Something
better
Real
conservati
sm
Young
optimism
Visible
achieveme
nt
Socially
aware

7. Question 2
Moleskine consumers fit into…?
 VALS Porgram
• Innovators – creative;
usually have wide range of
interest.
• Believers – strong
attachment of traditional
things. E.g. notebooks;
journals.
• Experiencers – outdoor
recreation; social media;
technologies.
 Roy Morgan Values
Segments
• look-at-me – active
and creative.
• real conservatism –
like believers, ‘old ways’.
• young optimism - like
overseas travel; having a
sense of fulfilment to
enjoy an outgoing
lifestyle.

8. Question 2
How could these systems assist marketers in
planning the marketing mix?
 Price
Use information gathered from different segments to evaluate customer’s
income level and purchase power to set up the most profitable price.
e.g. the believers income are modest but sufficient to meet their
needs.
 Product
Use information to develop a wider range of their product to enlarge their
potential market.
e.g. they provide traditional product for real conservatism and
believers, and the cutting-edge product , like MSK2 for innovators
and experiencers.
 Promotion
Use different promotion channels to attract different segments customer.
e.g. use social media to promote to experiencers.
 Place
Determine the approximate brick-and-mortar stores and online channel

9. Question 3: Marketing
Communication tools
Promote their products and brand to the modern
consumer.
contemporary tools such as social media and
interactive, as well they been using technology
and fashion brands with young audience as their
target consumers.
However, it sound understanding of consumers it
is possible for a brand to ‘break the rules’.

10. Question 3: Marketing
Communication tools
 But Moleskine is one of such brand, been
successfully grown its brand by concentration on
products that have an old fashioned appeal that
harks to a traditional way of doing things, while
simultaneously linking to the technology of today
(Schiffman, O’Cass, Paladino & Carlson 2014).
 connect with consumers, by making extensive
use of social media, interactive websites and
online or offline integration.

11. Question 3: Marketing
Communication tools
 Moleskine has been good example of a brand that fully
grasps the concept of the market segmentation.
 been using an effective approach to target their consumers
which share the desires of the product that allow them to
be creative in a sophisticated way(Schiffman et al 2014).
 Marco Beghin, who is Moleskin president in America speak
to the New York Times said, “we let our fans speaks for
themselves. We wanted to create a relay of stories to
become the ambassadors, interpreting the message”
(Jason 2011).
 Today,” moleskine has been recognising as a company that
is interacting with customers in existing new ways” (Jason
2011).

12. Question 3: other strategies
According Schiffman et al (2014) other strategies of moleskine are
the centred around style and a way of life that is inspirational’’.
Additional strategies that moleskine could uses to engage with its
customer in a branded way ;( Jason 2011).
Moleskine has many social Medias for example; Facebook, twitter,
YouTube, flictr and tumlir, each of them are active for the
communities and lots of user-generated content, from either artwork
to fiction to video. E.g. Facebook itself got 91,000 fans as well twitter
with 12,000 fans follows them.
The old fashioned one content, which integrates many of its social
efforts while also providing unique.
Has also launched a mobile app that will allow users to write or draw
on their iphone and ipad as they would in an actual notebook.
With these social Medias, moleskine has been encouraging its fans
to post their sketches, paintings and collages, in order to creating a
community of user-generated content and supportive feedback.

13. Question 4
why
Strong brand imagine
Long history
Combine new technologies
How
Core competitiveness
Well adapted

14. Questions?