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Segmentation
In my opinion it is not possible for other traditional products to use similar segmentation and marketing strategies as Moleskine.
Traditional products are many different properties from Moleskine. For example price, quality, and usage.
Definition
Market segmentation is the process of dividing a market into distinct subset of consumers with common needs or characteristics and selecting one or more segments to target with a distinct marketing strategy
What are Moleskine used?
Psychographic segmentation--Lifestyle
Most of traditional notebooks are selected by student for writing down class point. So they can segment market by career. However the high quality of Moleskine making a different, company would like segment market by lifestyle which included psychographic segmentation. Moleskine aims to help them fulfil that desire with a range of products and importantly, a range of communication strategies that resonate with such a consumer who ‘desires’ a certain lifestyle. So studying consumer’s lifestyle can forecast of their desires and help them fulfil that desire. For example artist hopes the blank page book, drawing some ideas available; or hope book can accurate drawing to illustrate some of ideas by grid/mesh and little.
Demographic---Income level
Traditional notebook companies are always attracting consumers who are low level income by promotion or special price. On the contrary, Moleskine flow among richer man. Moleskine are not cheap merchandise. Company would like build a concept of “weekly luxury” which means the products are expensive consumers can afford it weekly or monthly. So company need segment market by income level. Observation, a few of people who are low level income would like to purchase Moleskine. On the contrary, high level income people pursue high standard life, and they willing pay some money to enjoy the best experience. For example
Sociocultural segemtation—social class
Traditional notebook are always
In my opinion it is not possible for other traditional products to use similar segmentation and marketing strategies as Moleskine.
Traditional products are many different properties from Moleskine. For example price, quality, and usage.
Definition
Market segmentation is the process of dividing a market into distinct subset of consumers with common needs or characteristics and selecting one or more segments to target with a distinct marketing strategy
What are Moleskine used?
Psychographic segmentation--Lifestyle
Most of traditional notebooks are selected by student for writing down class point. So they can segment market by career. However the high quality of Moleskine making a different, company would like segment market by lifestyle which included psychographic segmentation. Moleskine aims to help them fulfil that desire with a range of products and importantly, a range of communication strategies that resonate with such a consumer who ‘desires’ a certain lifestyle. So studying consumer’s lifestyle can forecast of their desires and help them fulfil that desire. For example artist hopes the blank page book, drawing some ideas available; or hope book can accurate drawing to illustrate some of ideas by grid/mesh and little.
Demographic---Income level
Traditional notebook companies are always attracting consumers who are low level income by promotion or special price. On the contrary, Moleskine flow among richer man. Moleskine are not cheap merchandise. Company would like build a concept of “weekly luxury” which means the products are expensive consumers can afford it weekly or monthly. So company need segment market by income level. Observation, a few of people who are low level income would like to purchase Moleskine. On the contrary, high level income people pursue high standard life, and they willing pay some money to enjoy the best experience. For example
Sociocultural segemtation—social class
Traditional notebook are always