Moleskine Presentation
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Transcript of Moleskine Presentation
![Page 1: Moleskine Presentation](https://reader031.fdocuments.in/reader031/viewer/2022020217/5484d3975906b594158b4802/html5/thumbnails/1.jpg)
Charles DeRupe
Hannah Fleishman
Lucia Guerra
Jaime Hutkin
Michael Perotto
![Page 2: Moleskine Presentation](https://reader031.fdocuments.in/reader031/viewer/2022020217/5484d3975906b594158b4802/html5/thumbnails/2.jpg)
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
![Page 3: Moleskine Presentation](https://reader031.fdocuments.in/reader031/viewer/2022020217/5484d3975906b594158b4802/html5/thumbnails/3.jpg)
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
![Page 4: Moleskine Presentation](https://reader031.fdocuments.in/reader031/viewer/2022020217/5484d3975906b594158b4802/html5/thumbnails/4.jpg)
What are Moleskines?
• Moleskine journals are designed to
be a companion.
• Outlet for people who spend
time reflecting on their
interests, passions, and feelings.
![Page 5: Moleskine Presentation](https://reader031.fdocuments.in/reader031/viewer/2022020217/5484d3975906b594158b4802/html5/thumbnails/5.jpg)
![Page 6: Moleskine Presentation](https://reader031.fdocuments.in/reader031/viewer/2022020217/5484d3975906b594158b4802/html5/thumbnails/6.jpg)
Consumer Decision
Making Process
![Page 7: Moleskine Presentation](https://reader031.fdocuments.in/reader031/viewer/2022020217/5484d3975906b594158b4802/html5/thumbnails/7.jpg)
Need Recognition
• target reads blogs and print magazines
• want a way of individual, personal self
expression
• absence of a way to document passion
![Page 8: Moleskine Presentation](https://reader031.fdocuments.in/reader031/viewer/2022020217/5484d3975906b594158b4802/html5/thumbnails/8.jpg)
Information Search
• External Search
– online recommendations
• Susceptible to Moleskine Ads
• Evoked Set
![Page 9: Moleskine Presentation](https://reader031.fdocuments.in/reader031/viewer/2022020217/5484d3975906b594158b4802/html5/thumbnails/9.jpg)
Alternative Evaluation
• Recommendations from friends
• Distrust Advertising
• Survey
![Page 10: Moleskine Presentation](https://reader031.fdocuments.in/reader031/viewer/2022020217/5484d3975906b594158b4802/html5/thumbnails/10.jpg)
Purchase
• Online or In-Store
• Specific To Interests
• Beginning of Year
• Start of Something New
![Page 11: Moleskine Presentation](https://reader031.fdocuments.in/reader031/viewer/2022020217/5484d3975906b594158b4802/html5/thumbnails/11.jpg)
Post Purchase Evaluation
• Worth the hype?
• Social Media
– Twitter, Blogs
• Satisfied?
![Page 12: Moleskine Presentation](https://reader031.fdocuments.in/reader031/viewer/2022020217/5484d3975906b594158b4802/html5/thumbnails/12.jpg)
New Value Proposition
• well-made, quality notebooks
• Moleskine Passion Books are an
outlet for individual expression
• wide variety of passions
![Page 13: Moleskine Presentation](https://reader031.fdocuments.in/reader031/viewer/2022020217/5484d3975906b594158b4802/html5/thumbnails/13.jpg)
Culture
• Mono-Passion.
• One interest leads them.
• Many Vs. One
![Page 14: Moleskine Presentation](https://reader031.fdocuments.in/reader031/viewer/2022020217/5484d3975906b594158b4802/html5/thumbnails/14.jpg)
Consumer Satisfaction
• Ad Campaign:
– Friendly
– Trustworthy
– Shows usefulness and quality
• Hedonic Value
• Utilitarian Value
![Page 15: Moleskine Presentation](https://reader031.fdocuments.in/reader031/viewer/2022020217/5484d3975906b594158b4802/html5/thumbnails/15.jpg)
Limited Cognitive Dissonance
• Hedonic Value
– personalized, special product
• Utilitarian Value
– outlet for expression
![Page 16: Moleskine Presentation](https://reader031.fdocuments.in/reader031/viewer/2022020217/5484d3975906b594158b4802/html5/thumbnails/16.jpg)
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)
![Page 17: Moleskine Presentation](https://reader031.fdocuments.in/reader031/viewer/2022020217/5484d3975906b594158b4802/html5/thumbnails/17.jpg)
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