Moleskine based in Malian Italy created the brand in 1997 based on traditional styled notebooks made from quality materials with unique creative designs .Used by artists, writers and thinkers for recording their inspirations. Moleskine also produces diaries, planners, organisers, stationary and accessories.

Moleskine satisfies a ego need because the product is considered to be a luxury item

• Stand out from a crowd. Status • Successful, professional Achievement• designer, artistic Creativity • Planner, idealist Thinkers

Moleskine Vals Segmentation

High Resource/High Innovators

Primary Motivation: Ideas AchievementThinkers Achivers

Target segments for Moleskine

Young Optimism

Visible achievement

Real conservatism

Young optimism Visible Achievement

Look at me now Conventional family

Traditional family A Fair Deal

Real conservatism Socially Aware

Something Better Basic needs

Product

• elegantly packaged and built with quality materials & innovative design

place

• Corporate stores, bookstores, online,

price

• The price high to represent quality to attract high end buyers.

promotion

• target print media, corporate stores, emails, social media, online.

• Confident, successful, creative, InnovatorPsychographic Segmentation

• Professional with high disposable income Demographic Income level

• High society , conservative, professional artists and writers, Technology savvy SocialCultural Segmentation

• High quality, High value, non price

sensitive Differentiation

• Note books still have value Unique

• Published books, Fine timber furniture Can strategy be replicated

Moleskine utilises lifestyle segmentation by producing a unique product that represents high quality, value, and harnesses creativity.

Diversifies communications through traditional and modern technology.

Will Molskine differentiation work in the future remains to be seen.

In the meantime Moleskine strategy is effective.

References

Maslow AH 1954, Motivation and Personality, Harper and Brothers, New York Moleskine.com 2014. Moleskine company information about us Moleskine, Date viewed 31st August 2014<http://www.moleskine.com/au/about-us>. YouTube 2014, Moleskine:The Official Channel. Date viewed 31/08/14, <https://www.youtube.com/user/moleskineart>. Schiffman, L, O’cass, A, Paladino, A & Carlson, J, 2014, Consumer Behaviour, 6th ed, Pearson, French Forest, NSW, Australia.  Roymorgan.com 2014, Roy Morgan Values Segments: Innovative Market Segmentation, Roy Morgan Research, Date viewed 3rd Sep 2014, <http://www.roymorgan.com/products/values-segments>.  Neal, C, Quester, P & Hawkins, D, 2004, Consumer Behaviour: Implications for marketing strategy, 4th ed, Mcgraw Hill Australia, North Ryde, NSW, Australia.  Strategicbusinessinsights.com 2014. VALS Strategic Business Insights, 3rd Sep 2014, <http://www.strategicbusinessinsights.com/vals/>.

Lehman, K & Lewis, G, 2014, Case study 2.1: Moleskine: Integrating the techno and the retro, Schiffman, L, O’cass, A, Paladino, A, Carlson, J, 2014, Consumer Behaviour, 6th ed, Pearson, French Forest, NSW, Australia.