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This is my paper for examining the moleskine's strategy from IMC perspective
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Integrated Marketing Communication
Final Paper
Case Analysis: Moleskine
Harry Febrian
A1128445
Graduate School of Journalism
Chinese Culture University
I. Introduction
Moleskine is a brand of design objects manufactured by Moleskine SpA, an Italian company
based in Milan. In the beginning, Moleskine product is mainly focused on notebooks and it’s
companion such as planners, diaries, sketchbooks and albums. But later, in 2011 the company
expanding their products and now also designs other objects connected to reading, travelling and
writing, including bags, reading glasses, pens, pencils, cases for digital devices, book lights, and
reading stands.
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One of the most notably feature about this brand is its history. The company claims that
Moleskine is the heir of the legendary notebook used for the past two centuries by artists and
thinkers, from Vincent Van Gogh to Pablo Picasso from Ernest Hemingway to Bruce Chatwin.
This claim drew some controversy. As Jason Horowitz noted in The New York Times, the brand
itself was officially registered in 1996. The company claims that it’s merely continuing the
notebooks tradition as the great writers mentioned above. Based on the company official website,
the story goes like this:
In the beginning, the anonymous and essential little black notebook, with its unique rounded
corners, elastic closure, and expandable inner pocket, was originally produced for more than a
century by a small French bookbinder that supplied Parisian stationery shops frequented by the
international literary and artistic avant‐garde.
In the mid-1980s, these notebooks became increasingly scarce, and then vanished entirely. In his
book The Songlines, Chatwin tells the story of the little black notebook: in 1986, the
manufacturer, a small family-owned company in the French city of Tours, went out of business.
"Le vrai Moleskine n'est plus," are the lapidary words he puts into the mouth of the owner of the
stationery shop in the Rue de l'Ancienne Comédie, where he usually purchased his notebooks.
Chatwin set about buying up all the notebooks that he could find before his departure for
Australia, but there were still not enough.
Eventually, in 1997, a small Milanese publisher, Modo & Modo SpA brought the legendary
notebook back to life, choosing for it this literary name, thus restoring an extraordinary tradition.
Following Chatwin’s footsteps, the company claims that Moleskine notebook as a tool to
capturing reality on the move, preserving details, impressing the unique aspects of experience
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upon paper. Moleskine, therefore, is an accumulator of ideas and emotions which are then
released over time. In this first year they sold around 5.000 of notebooks to Italian distributor. A
year later, the number already ballooned to 30.000.
Thus, in 1999, the distribution started to moves beyond Italy. First in United States of America
and Europe, eventually to Asia with its first stronghold in Japan. As the demand growing, Modo
& Modo SpA can no longer keep up with the production, so in August 2006, they was purchased
by French investment fund Societe Gerenale at price of 60 million Euros and change the name
into Moleskine SpA. Now, Moleskine productions were distributed in 22,000 stores acoss 95
countries. Today, the company promote Moleskine brand to be synonymous with culture, travel,
memory, imagination, and personal identity, both in real life and the digital world. It is a brand
identifying a family of notebooks, journals, planners and innovative city guides, adapted to
different functions. With a variety of page layouts, the company sells Moleskine notebooks as
the partners for the creative professions and the imaginary of our time: they are a worldwide
symbol of contemporary nomadism, closely connected to the digital world through a network of
websites, blogs, online groups and virtual archives.
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II. Current Marketing Situation
There are huge gaps in market situation for analog notebooks in the years that Moleskine was
invented at 1997 and today’s 2013 digital eras. In 1997, internet are still considering as a baby
and not even a mobile phone are considered to be an important things for society. But less than
two decades, the situation are upside down now. The advanced of technology has changes a lot
of human way of interaction, and notebooks are not free from it.
Now days, we see there are a lot of more convenient tools to do what the previously notebooks
task: writing, taking a notes, drawing and sketching. Forget about the Personal Computer and
laptop. Now smartphones and tablets devices are taking away the role of notebooks. With it
digital promises of convenience and efficiency, the devices provide a huge challenges for
traditional notebooks. Why still carry a traditional notebooks when you already have an Ipad or
Samsung Galayx Notes that can do more? Thus, we can say the first biggest challenge for current
marketing situation for Moleskine is the inevitable coming of the digital era.
Beside of the technological advancement, the already small and specified market in traditional
notebooks also coming with high-style competitors such as Guildhall and Markings. Although
Moleskine is still the market leader, with stabile revenue growth. For example the company
revenue in 2006 was around $100 million, but in the 2010, it risen up to $250 million. Another
data from Industry research organizations IBIS world showed that Moleskine revenue in 2011
was up as high as 25%. Beside of revenues, the annual sales also still having a good time beside
of high challenge, it is consistently up for average 26% for the past five years. To give
Moleskine financial performance a context, it it important to note that at the same time, in year
2012, the revenue from stationary manufacturing industry are predicted to down as much as
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2,1%. But nonetheless, it is undeniable that the competition situation now must not be taken
lightly or Moleskine might suffered a loss in financial performance.
The third challenge also come from the variety of more cheaper notebooks that available in
market now. Although they target a different market segmentation, but if Moleskine are not
careful enough it its branding, they might loose some potential market whose see that cheaper
notebooks are more reasonable in this digital era. If Moleskine don’t pay attention, this cheaper
company might reduce the already high sales of Moleskine notebook, which now exceeding 10
million notebooks per year.
Last but not least, current marketing situation that coming from external factors that needed to be
paid attention by Moleskine is the economic crisis that still happen in Europe and America. This
can indirectly have an effect on Moleskine, since it’s a tertiary product that is more likely be last
priority when the economic situation is difficult. Because in this hard situation, people tend to
prioritize their primary and secondary need, rather than tertiary and premium items such as
Moleskine product. Because Moleskine was sold to international market, especially in Europe
and America, this situation deserved a high attention from Moleskine
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III. SWOT and Market Analysis
One of the most useful tool on in Integrated Marketing Communication is SWOT analysis or
Strengths, Weaknesses, Opportunities, and Threats. This analysis, both from internal or external,
help to evaluate the further strategy to strengthen Moleskine as a brand and also as market leader
in traditional notebooks. So the very basic or essence question that must be addressed first it:
a) Where Moleskine stands?
It stands on iternational brand which focus on notebooks and its companions for people who care
for culture, travel, memory, imagination and personal identity.
b) What is Moleskine goal?
Since the brand is already pretty well known by people especially for its community fans, one of
the most important goal is to keep the Moleskine brand relevant in this digital era. Beside of
maintaining the brand as a premium traditional notebooks, it’s also important for Moleskine to
adapt itself into more technological savvy. They also trying to attract new costumer, the later
generation who already born in the iPad and other tablet era and don’t have too much connection
with the traditional notebooks.
c) How to reach the desired Moleskine goal?
There are several creative ways in branding strategy, community development, and also selling
strategy to achieve the goal mentioned above. Several strategy was developed after doing the
analysis. In here some brief strategy will be mention and later will be elaborate more in and after
SWOT analysis sections. One of the most urgent strategies is to develop a hybrid between
technological and traditional tools to grab the attention of both of generation. One vivid example
is the Moleskine Evernote. It combine the traditional Moleskine notebooks character with the
augmented technology that help the user to transfer the content to the digital devices.
d) How to evaluate Moleskine performance?
Evaluation for the Moleskine performace can be done in several ways. First, of course by the
financial performace such as number of annual sales and a revenue and profit. Second is by the
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number of engagement in several Moleskine digital devices such as a number of site visitor and
applications download. And the least measurable but also important is the satisfaction feedback
from the user that can be seen in Moleskine social medias and other interactive and internet base
services.
Now to take more detailed information for Moleskine SWOT strategy analysis, we will look
down each of the aspect from Moleskine situation.
1) STRENGTH
a) Strong Brand Awareness
Moleskine already well known as a cultural icon for writer, artist, and other creative profession.
For at least 16 years with historical romanticizing that goes into Pablo Picasso and Ernest
Hemingway. In boosting their brand values, Moleskine also do a lot of event for this creative
community. For example, they created a travelling exhibiton called Detour, which features a
notebook creations by internationally recognized artists, architects, film directors, graphic
designers, illustrators and writers. This event already held in eight cities worldwide including
New York, Istanbul, and Shanghai. Furthermore, they introduced their brand new product and
design at the prestigious Milan Design Week. Moleskine also work together with the famous
Museum of Modern Art (MoMA) in New York to collaborate to make a new design. Moleskine
also make a special edition to commemorate the 40 th anniversary of the cultural icon music
concert, the Woodstock.
b) Excellent Quality
As a premium products, Moleskine are well known for its quality. All of the Moleskine product
are design it Italia and some manufacturing is done in China. First of all, Moleskine are famous
for its quality control over a very complex manufacturing process, a mixture of hand
craftsmanship and industrial production. To guarantee the quality, every piece of the Moleskine
notebook has an identification number that lets customer to trace its production history, so they
can address any quality issue that may arise. They also set an internet system that let customer to
fill the online form and the customer just need to fill it and attached the digital photo that shows
the problem and the Moleskine will contact them to arrange changes it with the new product.
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For the material, Moleskine notebooks utilized from all around the world. Certain components
come from Italy and France, others come from Japan and from South Korea, Vietnam, China and
Taiwan. Beside of that, all of Moleskine notebooks are made with acid-free paper; the
manufacturing process of that variety of paper is environmentally friendly.
c) Market Leader
Although there’s no specific market research for traditional notebooks, based on its financial
performance, Moleskine still considered as the market leader and still leaving the competitor
such as Guildhall and Markings behind
d) Technological Adaptive
Moleskine can be said as the first traditional notebook company that see the threats and also
opportunity that came along with the digital era. This make them swift in making the survival
strategy for digital era. Beside of the Moleskine Evernote products that already mentioned
above, they also make several product to make a strong impression of their technological savvy-
ness, such as a cover for the new iPad and Amazon Kindle, notebooks applications for Android
user, and also application development for digital devices. Moleskine also make a full use of the
internet and social media. They have dozen of fans blog and more than 50 Facebook groups, all
dedicated to the fans of Moleskine.
2) WEAKNESSES
a. High Price
A common problem for premium items is the price that are more expensive than a normal one.
Indeed, for a price of $20-$40 dollar for its product, it is very expensive for a traditional
notebook.
b. Piracy
Moleskine actually have a patent for it exclusive design. But you can find some illegal product in
market that imitate the Moleskine with cheaper prize and lower quality.
c. China’s Manufacture Controversy
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Moleskine decision to move some of it manufacture process to China in around 2006-2007 made
a quite controversy for user who care for its quality. Indeed, in some website and and fans base
community, this decision is considered a disappointment and some suggesting to leave the brand
for other similar product that are more cheaper.
3) OPPORTUNITIES
a. Increase in Asia market
In Asia, especially in China, India, Indonesia and another market who enjoyed a good financial
performance. This can be an opportunity for Moleskine to boost it performance. And some move
are already been made for the company. For example they already set the website for Asia
market with several language such as Chinese, Indonesian, Japanese and others. They also
expand several promotional event to focus in Asia market.
b. Room for diversification
Moleskine also have an opportunities to grab more diversify market. For example, up until 2011
the sales from non paper product only contribute 6% to company annual sales. Since Moleskine
also starting to expand their product not only a notebooks, but also others such as reading light,
iPad cover etc. this can be a good chances to boost it performance.
4) THREATS
a. Decline in western market
In the same time as the opportunity in Asia increase, the market in western is doing the other
way around. The effects of financial crisis in Euro zone and America, still give a threat for
Moleskine performance since this was their original market. Logically, in time of economic
difficulty, people will focused more on their primary needs, and not the tertiary and premium
thing such as Moleskine.
b. More advancement of technology.
The iPad are only introduce in late 2010, but only in 2-3 years, the impact is already very big.
There also some prediction in the near future that people will be more rarely use the paper based
book.
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IV. IMC Strategy/Positioning Strategy
The purpose of the IMC strategy is to maintain, develop, boost distribution basis for outlet scale.
Initially, the company applied the communication strategy in order to make the potential buyers
to be more familiar with the products and its packages. In this IMC strategy, the approach is
more comprehensive and holistic. Now days, it is not enough only doing promotion and
advertising in fragmented way.
As a creative company, Moleskine has also been implementing IMC strategy, it is especially
obvious through Promotional Mix which is considered able to do more comprehensive
promotion strategy for Moleskine. The promotional mix is done by several ways, as followed:
1) Advertising
As a mass product, Moleskine is targeting a mass consumer market. One of the common way to
strengthen the brand awareness up to succeed customer loyalty is doing advertising in several
media both internationally or globally. Advertising by definition is any paid form of nonpersonal
communication about an organization, product, service, or idea by an identified sponsor. They
mainly do it in various media, but with emphasize in printed and electronic. Although the main
focus of Moleskine is to strengthen the community of its user, advertising is not treated as a
secondary tools. As a company who deals in creative industry, Moleskine do make their
advertising very seriously. For example, the image below is one of advertising of Moleskine
which is published in several media.
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As we can see, the first two images are representing several values of Moleskine that are
translated into advertising. The ski image and flying books are representing the spirit of freedom
and personal journey that are fun. In the right side of each picture there are one black line which
represent the very unique features of Moleskine notebooks, the black rubbery elastic closure.
In the third and fourth image, it represent the value of Moleskine as notebooks that help creative
people to get an idea, represented by lasso and box trap made from Moleskine notebooks as the
metaphor of catching an idea.
2) Direct Marketing
Direct selling is applied by the company to bring the messages to the public easier and faster
since the potential customers do not have to go or visit the outlets for seeing whether there are
new products or not. One of the most basic way to do this is by providing a newsletter and
catalog, which is already done by the Moleskine. For example, if we registered to get the
newsletter, Moleskine will deliver us an update for their every new collection or any event or
promotion.
3) Publicity/Public Relations
The company uses publicity and public relations as the tool for delivering the messages and
positive images to the public. Moleskine is known for its creativity to create some events which
involve the community participation, the company usually give a press release that announces to
the media both internal and external.
One of the famous event that attracts a lot of coverage in press is Moleskine Detour. Curated by
Raffaella Guidobono, this travelling group show features notebook creations by internationally
recognized artists, architects, film directors, graphic designers, illustrators, and writers. Some
works contain extensive stories; others are turned into pieces of contemporary art and design.
This Detour events have already taken place in London (2006), New York(2007), Paris(2008),
Berlin (2008), Istanbul (Spring 2009), Tokyo(Fall 2009), Venice (Summer 2010) and Shanghai
(Fall 2010), Sao Paulo (Fall 2012). Beside of that, this event also become an opportunity for
Moleskine to support lettera27, a non-profit Foundation.
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4) Sales Promotion
Moleskine sometimes also used this tools to boos it selling. For example, in their program
Addicted to Moleskine, give an insentive and discount for heavy user of Moleskine notebook
who usually use and need the notebook in large quantity. Beside of discount, user who registered
in this program can also have an value added service such as automatic delivery according to the
quantity and interval we already decided.
5) Interactive/ Internet
To proves their adaptiveness in digital era, Moleskine make a full use of internet and another
interactive way to engage with their consumer. For example, their website give a feature of
online shopping in which custumer can select and browse all of the Moleskine collection. Beside
of this, Moleskine also give some free downloadable template for Moleskine notebook and also
some downloadable bookmark design by various designer.
Beside of the website, the company also set several community blog, which run by and for the
Moleskine fans such as Moleskinerie.com. Beside of that, they have a official account in almost
all major social media such as Facebook, Twitter, Google+ and others services. The company
make use all this social media to promote their new product or program, engage the audience and
also to give a direct service for customer. The Moleskine staff will immediately answer or reply
any question from customer regarding their product and event.
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V. Tactics and Action programs
1) Specific tactic (s)
As the creative company, Moleskine make sure that they apply several tactics and action
program to achieved their goal.
a. One of the tactic and action program the company are applying is Experimental
Marketing. This kind of method are giving the privilege for consumer to customize the
product as they like the most. For Moleskine, this means give the consumer an
opportunity to design the cover and also the layout of their notebooks, without
eliminating the unique features of Moleskine. They executed this through the My
Moleskine MSK program. With this, Moleskine give several downloadable and
customize-able template of the notebooks pages and encourage the customer to share
their design. In doing this, the company are benefited for at least two things. First, they
can get a lot of free ideas of design and layout that might help them to create the new
products. Second, they can grow the sense of belonging and community in their customer
mind.
b. Just like mentioned before, the company also very diligent in making several creative and
cultural event such as Detour. This is very important to keep and maintain their value of
personal identity, spirit of freedom and sense of culture and travel.
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VI. Evaluation
Considering some IMC strategies that already applied by Moleskine, they actually already do it
in a good way and in the track. This claim can be supported by the financial performance of the
Moleskine, which show a good result compare to the competitor and also industrial
performance .But still, after analyzing the strategy that already applied by them, there are several
evealuation and suggestion so the company can maximize what that already considered as a good
IMC program. These suggestion are:
a. To maintain the quality despite of the China manufacture controversy.
For the premium brand such as Moleskine, who sold product with much more expensive than
average price, the quality that consumer needs is very important. People are willing to pay more
price because they believe they got a better product quality than the average one. So the decision
to move some of the manufacturing to China are understandably give some doubt for the
consumer about the quality it will produce in the future times. Although the company reason that
they chose China because its long history with paper making (China is considered as the first
country which invented the modern-like paper), they still have to deal and make sure of the
quality control..
b. To be more adaptive to the technological advancement.
The biggest problem for Moleskine also come from the external factor. Technological
advancement that become more faster now days, must got a big attention from Moleskine as a
traditional notebooks maker. Until now, it can be said that the company is already have a good
adaptation skill with diversification of their product and engage more in the digital application.
But if they don’t pay attention enough, it will be very likely that they are lacking the speed to
follow the digital trend. This might made them become more irrelevant and obsolete in this
digital era.
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VII. Conclusion
Seeing the brand financial performance and also the reception from consumer and marketing
industry, it can be said that Moleskine are still successful in doing their branding. People
sometimes dubbed their brand as the Apple of the Notebooks, referring to the Apple Inc with
considered have a very premium and good reputation as the brand. This success mainly came
from their ability to control their product quality and also guarding their fundamental value that
highlight the consumer sense of personal identity, spirit of freedom, culture and travel. Their
adaptive ability to deal with the digital advancement is also the main strength of Moleskine is
preserving their brand. Although there are some controversy and difficulty, Moleskine still can
prove that their presence as a traditional notebooks is still relevant in this digital era. This are the
good start up for the company to maintain their dominance in the market. To make sure the
continuity of this right direction, Moleskine must maintain and also improve their strategy and
continue to adapt with the ever changing environment
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VIII.References
Belch, George, and Michael Belch (2009), Advertising and Promotion: An
Integrated Marketing Communications Perspective, 8th Ed., NYC: McGraw-Hill
Irwin.
www.moleskine.com
www.moleskinerie.com
http://www.fastcodesign.com/1663497/unify-simplify-amplify-how-moleskine-gets-
branding-right
http://www.thedailybeast.com/newsweek/2011/06/12/resurrecting-moleskine-
notebooks.html
http://www.onewomanmarketing.com/moleskine-creative-marketing-for-the-internet-age
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