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