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For my consumer behavior class, we were prompted to target a group that was the opposite of our personality type. As extroverts, my group targeted introverts. We had to create advertisements and rationalize our choice of moleskines as a viable product for our target audience.
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Charles DeRupe
Hannah Fleishman
Lucia Guerra
Jaime Hutkin
Michael Perotto
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
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
What are Moleskines?
• Moleskine journals are designed to
be a companion.
• Outlet for people who spend
time reflecting on their
interests, passions, and feelings.
Consumer Decision
Making Process
Need Recognition
• target reads blogs and print magazines
• want a way of individual, personal self
expression
• absence of a way to document passion
Information Search
• External Search
– online recommendations
• Susceptible to Moleskine Ads
• Evoked Set
Alternative Evaluation
• Recommendations from friends
• Distrust Advertising
• Survey
Purchase
• Online or In-Store
• Specific To Interests
• Beginning of Year
• Start of Something New
Post Purchase Evaluation
• Worth the hype?
• Social Media
– Twitter, Blogs
• Satisfied?
New Value Proposition
• well-made, quality notebooks
• Moleskine Passion Books are an
outlet for individual expression
• wide variety of passions
Culture
• Mono-Passion.
• One interest leads them.
• Many Vs. One
Consumer Satisfaction
• Ad Campaign:
– Friendly
– Trustworthy
– Shows usefulness and quality
• Hedonic Value
• Utilitarian Value
Limited Cognitive Dissonance
• Hedonic Value
– personalized, special product
• Utilitarian Value
– outlet for expression
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)
