留學(xué)生市場營銷專業(yè)Essay代寫范文：Analysis of Moleskine Marketing
本文是市場學(xué)專業(yè)的Essay范例，題目是“Analysis of Moleskine Marketing（Moleskine營銷分析）”，Moleskine是由米蘭的一家小出版商于1997年創(chuàng)立的，他們想要復(fù)興這一具有悠久歷史和悠久傳統(tǒng)的產(chǎn)品。基于案例研究，我們意識到moleskine正試圖恢復(fù)一個即將消失的產(chǎn)品。了解消費(fèi)者的行為如何通過了解消費(fèi)者的特點(diǎn)和個性來幫助保持這種傳統(tǒng)產(chǎn)品的生命力是至關(guān)重要的。進(jìn)一步細(xì)分他們能夠找到一個解決方案，可以幫助營銷人員規(guī)劃他們的營銷組合，溝通工具連接現(xiàn)代消費(fèi)者，也提出新的營銷傳播策略和戰(zhàn)術(shù)。
Executive Summary執(zhí)行概要
Moleskine was founded in 1997 by a small Milanese publisher that wanted to revive a product that is rich in history and tradition. Based on the case study we are aware that moleskine is trying to bring back a product that soon to be vanished. It is critical and crucial to know that how consumer behavior can help to keep this traditional product alive by understanding characteristics personalities of consumers. Further segmenting them to be able to find out a solution that can assist marketers in planning their marketing mix, communication tools to connect with the modern consumer, also coming up with new strategies and tactics of marketing communication.
Definition of Personality
Personality might be characterized as the internal aspects which impacts a singular’s conduct and activities consistent with the social and the physical environment. Attributes contrasts one single person from an alternate singular, no two individual impart the same qualities and are precisely indistinguishable.
Neo-Freudian Theory新弗洛伊德理論
In the case of the Neo-Freudian Theory, consumers of Moleskine possess more of the detached personality, as these are the individuals who move far from others. They covet independence, freedom, individualism or opportunity from commitments. This can be seen in Moleskine as well, as it can be seen in the case study. “Moleskine launched its modern-era range of diaries in 1997, around the time laptop computers and personal telecommunication devices were breaking into the market” (Schiffman, O’Cass, Paladino and Carlson 2014, 621). This shows that moleskine’s consumers still uses analogue or old fashioned products even in times of rising technology as they do not conform to the society and uses whatever which is suitable for them.
在新弗洛伊德理論中，Moleskine的消費(fèi)者擁有更多的超然人格，因為他們是遠(yuǎn)離他人的個體。他們渴望獨(dú)立、自由、個人主義或從承諾中獲得機(jī)會。這在Moleskine中也可以看到，在案例研究中也可以看到。“Moleskine在1997年推出了現(xiàn)代日記系列，大約是筆記本電腦和個人通信設(shè)備進(jìn)入市場的時候”(希夫曼、歐卡斯、帕拉迪諾和卡爾森2014,621)。這說明moleskine的消費(fèi)者即使在科技崛起的時代，仍然使用類似產(chǎn)品或老式產(chǎn)品，因為他們不符合社會，使用任何適合自己的產(chǎn)品。
Traits Theory
In the case of the traits theory, moleskine’s consumers are those which possesses high scores for extroversion and openness to experience from the big five model as they are creative, will document their likings, personal stories and experiences. They are people who loves to travel and are interested in other cultures and are comfortable to socialize with others. Basically, these are traits which are similar to that of moleskine as they focuses on art, culture and creativity. Furthermore, their products are divided into 3 categories which are travelling, reading and writing which are again similar of their consumers. It is the similarity of the consumer and brand personality which attracts the consumers to buy and use moleskine’s products.
Personality and Consumer Behavior個性與消費(fèi)者行為
As noted from above, consumers of moleskine are those who possesses detached personality and in the case of consumer behavior. It is similar to that of the inner-directed consumers, as they depend on their internal values or benchmarks in assessing new items. Inner-directed consumers will buy products that please and perform for them and they are not concerned about what others think of the product that they are using. The consumers deem that moleskine’s notebook satisfies their inner values and performs for them. Similarly, moleskine is a product of old tradition and old fashioned in the modern age of technology where laptops and computers are commonly used. However, the consumers are susceptive to interpersonal influence as well. This is due to the fact that they feel that moleskine’s art, culture and creativity fits their social group.
如上所述，moleskine的消費(fèi)者是那些擁有超然個性的人，在消費(fèi)者行為方面。這類似于內(nèi)部導(dǎo)向的消費(fèi)者，因為他們依賴于他們的內(nèi)部價值或基準(zhǔn)來評估新項目。內(nèi)部導(dǎo)向的消費(fèi)者會購買讓他們滿意的產(chǎn)品，他們不關(guān)心別人對他們使用的產(chǎn)品的看法。消費(fèi)者認(rèn)為moleskine的筆記本滿足了他們的內(nèi)在價值，并為他們表現(xiàn)。同樣地，moleskine也是在筆記本電腦和電腦普遍使用的現(xiàn)代科技時代傳統(tǒng)和老式的產(chǎn)物。然而，消費(fèi)者也容易受到人際關(guān)系的影響。這是因為他們覺得moleskine的藝術(shù)、文化和創(chuàng)造力適合他們的社會群體。
There will definitely be commonality between moleskine’s consumers and other consumers. Contrary to having detached personality, moleskine’s consumers too have other personality traits like being modern which are common to other consumers as well. The consumers are modern even though of the analogue product that they are using, as moleskine uses new media to communicate with their consumers. Such as MSK 2 which is a digital notebook which the consumers can customize and create their own notebook. Moleskine utilizes social media, in the likes of YouTube, Vimeo, Facebook, etc.
VALS program瓦爾斯計劃
VALS is a program developed by Arnold Mitchell allowing us to better fathom about the segmentations and profile of adults American consumers. There are eight type of adult American consumers segmented by VALS based on their mindsets, using a specific set of psychological traits and key demographics that drive consumer behavior. The eight type of adult American consumers are the innovators, thinkers, believers, achievers, strivers, experiencers, makers and lastly the survivors. There are three primary motivation that drives the eight different types of consumers they are ideas, achievement and self-expression. The concept of primary motivation explains consumer attitudes and anticipates behavior. The resources of the eight type of consumers would also affect the consumer’s behavior, resources refers to a person’s age, income, education, self-confidence, health, eagerness to buy or try and its energy level this psychological, physical, emotional, demographic, socioeconomic will constrain or enhance a person’s expression of his or her primary motivation.
VALS是Arnold Mitchell開發(fā)的一個程序，它能讓我們更好地了解美國成年消費(fèi)者的細(xì)分和概況。瓦爾斯根據(jù)他們的思維方式，利用一組特定的心理特征和關(guān)鍵的人口統(tǒng)計數(shù)據(jù)，將美國成年消費(fèi)者分成八類。美國的八種成年消費(fèi)者分別是革新者、思想家、信徒、成功者、奮斗者、體驗者、創(chuàng)造者，最后是幸存者。有三個主要的動機(jī)驅(qū)動八種不同類型的消費(fèi)者，他們的想法，成就和自我表達(dá)。原始動機(jī)的概念解釋了消費(fèi)者的態(tài)度和預(yù)期的行為。這八種類型的消費(fèi)者的資源也會影響消費(fèi)者的行為，資源是指一個人的年齡、收入、教育、自信、健康、購買或嘗試的渴望和它的精力水平這心理的、身體的、情感的、人口的、社會經(jīng)濟(jì)因素會限制或增強(qiáng)一個人對其基本動機(jī)的表達(dá)。
Roy Morgan’s value segments
Roy Morgan’s value segments of Australian consumer has a segmentation of ten different type of consumers group. “The ten types of consumers are the socially aware, visible achievement, young optimism, real conservatism, look at me, conventional family life, traditional family life, a fairer deal, something better and basic needs”.(Roy Morgan 2014) This two methods shows how age, gender, marital status, income, education, occupation, social class, health and personality influence the consumer behavior.
Where would Moleskine consumers fit?Moleskine的消費(fèi)者適合哪里?
The moleskine notebook has a long history and tradition it is reputed to have been used by famous artist, thinkers and writers. The notebook was made famous by Bruce Chatwin and he was the one who gave the notebook its name. “The philosophy of moleskine products are creativity, imaginative and travelling”. (Moleskine 2014)
moleskine筆記本有著悠久的歷史和傳統(tǒng)，它被著名的藝術(shù)家、思想家和作家所使用。這本筆記本因布魯斯·查特溫而聞名，也是他給這本筆記本起了這個名字。“moleskine的產(chǎn)品理念是創(chuàng)造性、想象力和旅行”。(Moleskine 2014)
The moleskine product will fit better with the Roy Morgan’s value segmentation under the categories of young optimism and real conservatism.
Young optimism年輕的樂觀
Young optimism refers to a person seeking to improve their prospects in life and wanted to be respected in society. They are long term thinkers, careers planner, attending university and contemplating about the future. Their mindset tends to be associated with people who want to experience life to their fullest for example vacation, a career, friends, and family. They are innovative and interested in technology. Thus the moleskine products totally fits into the profile of the young optimism who are imaginative as they are constantly thinking of their future, creative as they are innovative and interested in technology and lastly they would love to travel around the to broaden their perspective of life.
年輕樂觀主義指的是一個人尋求改善自己的生活前景，希望在社會上受到尊重。他們是長期思考者，職業(yè)規(guī)劃者，上大學(xué)，思考未來。他們的心態(tài)傾向于與那些想要充分體驗生活的人聯(lián)系在一起，比如假期、事業(yè)、朋友和家庭。他們有創(chuàng)新精神，對技術(shù)很感興趣。因此，moleskine產(chǎn)品完全符合年輕樂觀主義者的形象，他們富有想象力，因為他們不斷思考自己的未來，創(chuàng)造性，因為他們創(chuàng)新和對技術(shù)感興趣，最后他們會喜歡旅行，以擴(kuò)大自己的生活視角。
Real conservatism
Real conservatism refers to people who are cautious about new things and ideas. They hold very conservative thinking and feel that things are not as good as they used to be. They are willing to pay more for products with quality and are particularly attracted to older, well established brands. Moleskine is a well-established brand as it is the successor to the legendary notebook that has been used by renowned artists and thinkers such as Vincent van Gogh, Pablo Picasso, Ernest Hemingway, and Bruce Chatwin. Thus giving it a sense of class and nostalgia as a diary that retains the old world charm which also could be a trusty and handy travel companion and it fits right into the profile of the real conservatism.
How could these systems assist marketers?這些系統(tǒng)如何幫助營銷人員?
The use of these systems will allow marketers to position or promote their products better. They can use these systems to know which specific segment of consumer that they are targeting, and it will definitely be easier for them to plan the marketing mix (4Ps) strategy with the help of these systems.
使用這些系統(tǒng)可以讓營銷人員更好地定位或推廣他們的產(chǎn)品。他們可以使用這些系統(tǒng)來了解他們的目標(biāo)消費(fèi)群，并且在這些系統(tǒng)的幫助下，他們計劃營銷組合(4Ps)策略肯定會更容易。
Integrated Marketing Communications
Integrated marketing communications (IMC) is define as the coordination and integration of all marketing communication tools, avenues, and sources in a company into a seamless program designed to maximize the impact on customers and stakeholders (Clow and Baack 2012).
It is a concept of marketing communications planning that recognizes the added value of a plan that evaluates the strategic roles of a variety of communication disciplines – general advertising, direct response, sales promotion, and public relations – and combines these disciplines to provide clarity, consistency, and maximum communication impact (Kitchen and Burgmann 2010).
Recommendations
In order for Moleskine to reach out to consumers who are less I.T savvy and resonate better with international consumers, following are some of the recommendations suggested.
Making use of advertising through television, magazines or newspapers will get the message across to audiences whom are less I.T savvy and build a repetitive and consistent approach to increase product awareness.
Moleskine can make use of celebrity endorsement for its products to reach out to international consumers. This means using brand ambassadors that are recognizable by global consumers.
The firm can participate in inter-national trade fairs or exhibitions to publicize and sell their products. This provides an effective way of meeting many existing and potential consumers from different countries (Doole and Lowe 2008).
Jenifer Aaker’s Brand Personality Dimensions
Jenifer Aaker’s brand personality framework is use to describe a brand profile which includes tangible and intangible traits and correlates to humans’ characteristic.
This includes five dimensions (Friend 2012):
Sincerity – This dimension portrays as down-to-earth, honest, wholesome or cheerful in consumer minds.
Excitement – Daring, spirited, imaginative, and on the cutting edge of technology and performance are the most exciting brands.
Competence – This refers to brands with traits such as reliability, intelligence, and success.
Sophisticated – A brand that is sophisticated is viewed as charming and fit for the upper classes.
Ruggedness – Rugged brands are seen as outdoorsy and tough.
The two dimensions that will be suitable for Moleskine are ‘Competence’ and ‘Excitement’. The company had made use of technology such as cloud, social media and iPhone and iPad apps to promote and push their products to the market. These provide consumers the convenience and reliability in terms of data storage on their smart devices. Moreover, by utilizing the various forms of social media will keep Moleskine updated with the latest trends, hence keeping up with the ever changing technology.
Moleskine’s Segmentation and Marketing Strategies
Yes, it is possible for other products to use similar segmentation and marketing strategies to Moleskine. Psychographic segmentation divides buyer into different groups based on 1) Lifestyle 2) Social Class, and 3) Personality Characteristics. Moleskine targets designers, professionals, writers, creative, imaginative people, travelers, and business people. Moleskine keeps in mind both their consumers’ lifestyle and their social classes. From working class to upper class where people need to develop new ideas, travelers who love to pen down their experiences, and business people who need to organize their schedule. Moleskine’s consumers’ personality characteristics are creative, imaginative, passionate, traditional and organized. Moleskine’s products vary from simple to stylish hard and soft cover of diaries and etc. The price setting is high. Placing is exclusive distribution. For promotion, they focus on communicating with consumers through social media and interactive websites. Moleskine’s positioning is to open platforms for people to be creative and communicative which contributes to the development of sharing knowledge and culture. Few products that used similar segmentations and marketing strategies as Moleskine are Polaroid cameras and Chanel’s products
Polaroid Corporation寶麗來公司
Targets creative people, artist, designers, photographers, and experiencers, people that see Polaroid as a status of lifestyle. Polaroid consumers’ social class are from upper to working class, some people like to instantly capture their current experience and develop the picture on the spot; people use it for their projects or special occasions. Polaroid consumers’ personality characteristics are creative and passionate. Polaroid is an exciting brand for youths. Polaroid communicates with consumers through social media and interactive websites. They have their own Facebook, Pinterest, YouTube and Twitter accounts that they constant update status, videos, and pictures. They created smartphone apps such as “Polamatic by Polaroid” where people can take pictures and edit them by applying Polaroid’s authentic frames and extra features. Polaroid Corporation has launched their new retail store called Fotobar, which is available, online as well. It serves a function where people are enabled customize their Polaroid pictures (Melanson, 2013). Polaroid has partnerships with the Andy Warhol Museum and Lady gaga. Polaroid uses global consumer segment as in every country there will be a group of people that meets Polaroid’s targeted market.
目標(biāo)人群是有創(chuàng)意的人，藝術(shù)家，設(shè)計師，攝影師和體驗者，那些把寶麗來視為一種生活方式的人。寶麗來消費(fèi)者的社會階層從上層到工人階級，有些人喜歡瞬間捕捉自己當(dāng)前的體驗，并當(dāng)場沖洗圖片;人們在他們的項目或特殊場合使用它。寶麗來消費(fèi)者的個性特征是富有創(chuàng)造力和激情。寶麗來對年輕人來說是一個令人興奮的品牌。寶麗來通過社交媒體和互動網(wǎng)站與消費(fèi)者溝通。他們有自己的Facebook、Pinterest、YouTube和Twitter賬戶，他們會不斷更新狀態(tài)、視頻和圖片。他們開發(fā)了智能手機(jī)應(yīng)用程序，如“寶麗來Polamatic”，人們可以拍照，并使用寶麗來的真實框架和額外功能進(jìn)行編輯。寶麗來公司推出了他們新的零售商店Fotobar，也可以在網(wǎng)上買到。它的功能是讓人們可以定制他們的寶麗來照片(Melanson, 2013)。寶麗來與安迪·沃霍爾博物館和Lady gaga都有合作關(guān)系。寶麗來利用全球消費(fèi)細(xì)分市場，因為在每個國家都會有一群人符合寶麗來的目標(biāo)市場。
Chanel香奈兒
Founded in the year 1909. Chanel consist of lifestyle and luxury products. Chanel is known to be a sophisticated brand for elegant women. Chanel’s products consist of fashion clothing, fine jewelry, watches, accessories, perfumes, and cosmetics. They place their products in their own boutiques. However, their cosmetics and perfumes can be found in certain specific departmental stores. Pricing is high. Their promotion is through fashion shows, celebrities, events, television, magazines, and exhibitions. Chanel uses modern technology to communicate with their consumers. Social media platforms like Facebook and Twitter, YouTube to update their new products, Videos events, and status. Chanel’s videos constantly films and emphasize on their “brand heritage” and how it still exist in their products with a fusion of modern. This strategy reinforces the relationship consumer need to have with the product. Chanel has re-designed their website to create a sleek site that shows elegance and created a few smartphone apps that features videos and looks of the latest products, fashion news, behind the scene features, and contact information for all boutiques, skin care tips using their brand’s facial products. Chanel’s Coco Shine Lipstick was first launched and sold through the social media platform, Facebook. Users were to “l(fā)ike” the page and get complimentary shipping when purchasing. It increases awareness on their online store as some consumers are unaware of it, also, by “l(fā)iking” the Facebook page will allow consumers to be involved in their future news or product launches. (Zelesny, 2011) Chanel used a male celebrity; Brad Pitt to launched their advertisement on Chanel No.5, Chanel’s female perfume that became the talk on social media. They did it intentionally to increase the popularity of the product (Carr, 2012). Chanel products are lifestyle choices and their product range will fit across in most countries and in every country, there is definitely a group of upper class, high-income people that lives a similar luxurious lifestyle allowing global consumer segmentation of products.
成立于1909年。香奈兒由生活方式和奢侈品組成。香奈兒被認(rèn)為是優(yōu)雅女性的成熟品牌。香奈兒的產(chǎn)品包括時裝、高級珠寶、手表、配飾、香水和化妝品。他們把產(chǎn)品放在自己的精品店里。然而，他們的化妝品和香水可以在某些特定的百貨商店找到。價格是高的。他們的推廣是通過時裝秀、名人、活動、電視、雜志和展覽。香奈兒利用現(xiàn)代科技與消費(fèi)者溝通。社交媒體平臺，如Facebook和Twitter, YouTube更新他們的新產(chǎn)品，視頻事件和狀態(tài)。香奈兒的視頻不斷地拍攝和強(qiáng)調(diào)他們的“品牌遺產(chǎn)”，以及它如何仍然存在于他們的產(chǎn)品與現(xiàn)代的融合。這種策略加強(qiáng)了消費(fèi)者需要與產(chǎn)品建立的關(guān)系。香奈兒重新設(shè)計了他們的網(wǎng)站，創(chuàng)建了一個時尚的網(wǎng)站，展示優(yōu)雅，并創(chuàng)建了幾個智能手機(jī)應(yīng)用程序，其中包括最新產(chǎn)品的視頻和外觀，時尚新聞，幕后功能，所有精品店的聯(lián)系信息，使用他們品牌的面部產(chǎn)品的皮膚護(hù)理提示。香奈兒的Coco Shine口紅最初是通過社交媒體平臺Facebook發(fā)布和銷售的。用戶可以“喜歡”該頁面，并在購買時獲得免費(fèi)送貨。這增加了他們在線商店的知名度，因為一些消費(fèi)者并不知道這一點(diǎn)，此外，通過“贊”Facebook頁面，消費(fèi)者可以參與他們未來的新聞或產(chǎn)品發(fā)布。(Zelesny, 2011)香奈兒使用了一位男性名人;布拉德·皮特在香奈兒5號上發(fā)布了他們的廣告，香奈兒的女性香水成為了社交媒體上的話題。他們這樣做是為了增加產(chǎn)品的知名度(Carr, 2012)。香奈兒的產(chǎn)品是生活方式的選擇，他們的產(chǎn)品范圍將適合大多數(shù)國家，在每個國家，肯定有一群上層階級，高收入的人過著類似奢侈的生活方式，讓全球消費(fèi)者細(xì)分產(chǎn)品。
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