Moleskine

Xi Yang 177670 Courtney Gould 191507Yiyun Liu 183667

Traditional Products• Notebooks• Journals• Dairies• City guides• Sketchbook• ……

New Product• Photo book• Laptop &tablet writing• Instrument• More online service

Customer

Abundant economic base

Like photography, painting, travelling &enjoy with others

High optimal stimulation level “look at me”

Literature or respect to arts

Enjoy their life , art-loving

Self-value system (inner-related)

Openness & optimistic (like sharing )

Aspirational & creativity(a positive attitude to life and an exciting way to release and control the mood)

Careful & nostalgic (leave some traces in their life to memory)

Find commons

More focus on self- identity--Prefer to customized

More open-minded – accept foreign product and globalization

Extend their information channel– website, mobile device

Spend more on entertainment and pay more attention on the quality and value

Psychology of brand preferences

Value segmentVALS Roy

Morgan Mixed

CharacteristicActivities

Innovator Something betterLook at me

1. Enjoy challenges and risks

2. Care for self-identity 3. Like diversity and

richness life

1. DIY photo books

Thinker Conventional family life

1. Highly associated with families

2. Like to broaden eyes

1. City guides2. Travelling journal

Achiever Visual achievement

1. Imaged-focused2. Show the success

1. Photo book 2. Journal

Experiencer

Young optimism Seek excitement

1. Always find some interesting

2. Less time keeping enthusiasm

3. High-risk taking

1. MSK2

• Moleskine uses opinion leadership to connect with audiences.

• Schiffman et al define opinion leadership as “the process by which one person (the opinion leader) informally influences the actions or attitudes of another"

• Moleskine’s community emerged on Flickr in 2004.

• The "What's in your bag" Facebook campaign in 2012.

Communication

• Moleskine has developed MSK-Templates that consumers cancreate, share and print to put in their Moleskines

• Has also developed widgets for online creators toput on their own sites

• However, Moleskine could further connect with the modern consumer by strengthening its brand awareness.

• This would include setting up an official Moleskine online store, which they currently do not have.

Segmentation Strategy

Hybrid Segmentation

Demographic

Age, gender

Psychographic

Personality

Expand market

• Need from nature of daily, not limited by the difference of countries

• Brand partnerships and limited edition products

• Can be accept easier by the global market with the help of these brand, traditional, famous people and cartoon image elements

DevelopmentMoleskine Book, Magazine,

NewspaperCalendar

Paper-based note book, etc.

Paper-based Wall calendar, desk calendar

Digital derivatives and online service

Electronic edition Event records can share with their mobile phones and computers through the network

• Must develop with time, for avoiding is sifted out by the market

• Communicate with customers via the media, get feedback faster and ensure the message has been received.

• Products can be known rapidly, the users could be the reference groups for the potential customers and enhance their word-of-mouth

QuestionsThank you