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Case Study Questions

Is it possible for other traditional products (paper based or analogue) to use similar segmentation and marketing strategies as Moleskine?

Case Synopsis

Yes. Provided that the product and service have an established reputation & history. They must be constantly linking to modern technology to keep up with the competitors edge.

Examples: Nike

  • It is a well-established brand, long history and willingness to adapt and keep up with the rapidly changing environment
  • For instance, consumers fit into 'Look at Me' and 'Young Optimism segments

  • Moleskine, an established and traditional brand
  • Products include bags, office folders and tools, photo albums, planners and writing accessories
  • List the characteristics & personalities of Moleskine’s consumers
  • Outline the VALS Program and Roy Morgan Value Segments and to identify the specific consumers targeted
  • Types of modern communication strategies Moleskine use in today’s digital era
  • Future marketing communication strategies Moleskine will use
  • Traditional products that use similar segmentation and marketing strategies as Moleskine

Recommendations

Recommendation

  • Moleskine should innovate new ideas for instance technological accessories
  • Moleskine can expand more products to reach out to wider range of segments

Case Study Questions

Describe the characters 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 ?

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?

Marketing Tools

Common Personality

  • Looking for products with reputable brand image and quality
  • Accessibility to purchase the products

  • Using social media such as Pinterest , Instagram, Facebook, YouTube, Vimeo to connect with their customers

  • Digital form of their books to let the consumers showcase their creativity into the world.

  • Create an interactive websites like MSK 2 to cater to the consumers' preference

Case Study Questions

Personality Of Moleskine Consumers

  • Uniqueness – Stand out from the crowd.

  • Brand Image – To show the high status of themselves when they purchase the products as it is considered a luxury brand.

  • Fashion Trend – For those who appreciate art such as professional artists and writers

Characteristic of Moleskine Consumers

Creativity - Fashion & trend conscious people looking for products that are customized and designed to suit their preferences.

Lifestyle Choices - Their products are categorized for consumers who loves to travel, write and read.

Interest - Professional Artists and writers will purchase Moleskine for the quality of products.

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?

Additional strategies

  • Innovate new products to extend their target audience

  • Get recognized bloggers to promote their brand and do review on their blog to attract more potential customers

  • Collaboration with art schools to use Moleskine products as writing or drawing materials

VALS FRAMEWORK

Roy Morgan Values Segments

Thinkers (motivated by ideals)

  • Mostly well educated & in professional occupation
  • Their incomes allows them many choices. They are conservative and practical consumers. They are concerned on functionality value durability in what they buy.

Believers (motivated by ideals)

  • Conservative
  • Predictable consumers

Achievers (motivated by achievements)

  • Favour established products that demonstrate success to their peers.
  • Image important to the professionals to show their statuses

1. Young Optimism

  • Young professionals interested in technology
  • Ambitious, progressive thinking eg. people who travels

2. Real conservatism

  • Willing to pay more for products that guarantees

consistent value & quality

  • Prefer traditional things

3. Look at me

  • Stand out, seek recognition
  • Active socially high conscious of image and fashion

Consumer Behavior

Name

Student ID

Hoe Chau Wei Joel 31625455

Lim Yew Siang Calvin 32575131

Tan Swee Joon Charlotte 32572811

Cheung Zhimin Eunice 32580366

Ng Kai Ming 32567599

Naadira Binte Mohamed Shafeeoutheen 32583801

Gum Dan Zau 32582162

Case Study 2.1

Moleskine: Integrating the techno and the retro

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