Ch. 12-Services and Nonprofit Organization Marketing

The core service Montblanc offers its clients is the prestige associated with the brand. The brand's logo is pictured on all merchandise, providing the consumer with a recognizable status symbol. Every piece of merchandise Montblanc sells comes with a two year warranty. One of the supplementary services available at Montblanc is their repair services for writing instruments and time pieces, with the assurance that it will be seen by a master craftsmen. Another supplementary service offered is personalization of leather goods and writing instruments. Clients are seen by the same sales specialist every time they do business with the boutique in order to create a relationship between the sales specialist and client to ensure reliability  and prompt responsiveness of the service.

As all employers in the U.S are required to provide their full time employees with health insurance, Montblanc applies internal marketing in this respect.

Ch. 11- Developing and Managing Products

product development
Montblanc started off as the Simple Filler Co. in 1906, by 1914 the company renamed its self Montblanc and released an array of products that would remain timeless until today. Heritage is at the core of all of Montblanc's product, from writing instrument, time pieces and leathers the heritage of the company is engraved into it. 2016 is Montblanc's 110 year anniversary so for this year Montblanc has released new product that intertwines 110 years of product history. Rouge Et Noir collection just launched and is almost completely sold out in the USA, you can try calling boutiques around the country and you'll get the same answer 'out of stock', why? Well the piece is almost an exact replica of their rouge et noir collect from 1914, it also has a lot so similar features as the Agatha Christie which is one of Montblanc's most iconic pieces. Montblanc of course innovated the product a modern twist and more updated uses such as ballpoint and roller ball versions but still kept the heritage at the core of the piece. Their product development has created 9 pieces that has been in the making for 110 years by reinventing a classic piece. Along with this the company release a series of leather to go with the collection. The pieces are not limited in number yet limited in production. With these pieces Montblanc has shown the even thou it has shown a maturity level of success throughout the years in the luxury world, you don't have to give up your company's heritage in order to continue to grow as a company.

Ch. 8 - Segmenting and Targeting Markets

Montblanc has always marketed their product to the upper middle, and above classes making it a demographic segmentation based on class, and income. Their target market has evolved to also include the middle class (with pieces such as the cruise collection). Since 1906 Montblanc has understood the values, needs, and lifestyles of the wealthy and has provided their services throughout the years around their clients. They also understood the benefits of having a writing instrument that wouldn't leak and would last a lifetime, these values the company has would incorporate psycographic, and benefit segmentation. One of their most iconic advertisement Montblanc release was of a gentleman, who is seen as upper middle class (you can tell by his attire) placing a fountain pen into his vest's front pocket, which back then was unheard of because it would damage you attire, especially white attire. This of course set pleased the consumers of that time period, they no longer had to worry about damaging their clothing, along with the fact that the product was made with the best sourced materials, gold, precious resin, sterling sliver, ebonite, and platinum. The creative product changed that industry, and the way people looked at writing instruments. Montblanc attributes their continued success to their products being produced with the highest quality of craftsmanship, precision, innovation and creativity, as they evolved into a more premium pricing points. Montblanc grown into an iconic symbol of success, it is considered a prestige symbol of high status that only a few get the pleasure of signing with.

Ch. 15- Marketing Communications

Recently Montblanc has used a promotional mix selling. Using multiple forms of promotional selling strategies such as many different social media platforms and print work. Their products have been shown in almost every timepiece magazine, and they current update their Instagram, Facebook, and twitter accounts on a daily basis, as well as their YouTube biweekly. They also allowed a handful of celebrities show off their products at events such as Oscars, Emmy's, Grammy's, Red carpet movie premiers, and hopefully a few at the Met Gala this year (in 2015 celebrities such as Chris Hemsworth, Hugh Jackman were spotted wearing a Montblanc timepiece). This helps them reach out to many different generations. This allows Montblanc to receive publicity since these outlets have such a board following.

Ch. 10 - Product Concepts

Huge Jackman is the current Ambassador for Montblanc, he perfectly depicts the quality of Montblanc products, as well as paint a beautiful picture of the brands history. Montblanc is a  consumer product, it's a product that people purchase to satisfy an individual want, and personal needs. Montblanc has a following of millions of people around the entire world, there clients swear by Montblanc products. They have brand loyalty  for over 100 years, currently celebrating their 110th year with their newest launch the 'Rouge et Noir', it's Montblanc emblem is one of the most recognizes logos in the world. Their considered a brand equity, when you think about a writing instrument Montblanc is the number image that comes to mind, especially the Meisterstuck Collection.

Ch. 17 - Personal Selling and Sales Management

            Montblanc's sells items on a personal level using relationship selling. When you walk into a Montblanc boutique you are greeted and guided through every purchase decisions you make, this allows the sales person to learn about the client. Once you make a purchase you get a account and are categorized into a tier (you fall into a tier depending on how much you spend). This affects your follow up process. If your make multiple purchases in a year, it will show in your account on the POS (point of sales). This allows the sales person who is helping you to know your preferences. Afterwards your are contacted on a regular basis depending on what your preferences are. It is up to the sales person to make a note of who you are, and to follow up regularly.

One of the largest campaign Montblanc currently has is its Men's fragrance campaign. Montblanc uses celebrities in international campaigns, and a model in America. The main reason this is one of the companies most successful campaigns is because of how easily it is to place the product. It can be found in Macy's, Sephora, Saks Fifth Avenue, and unlike many of their other products fragrances don't require extensive product knowledge. In the boutique itself these fragrances aren't a highlight but can be found in the best seller sections of department, and private sellers.
                                                

Ch. 16 - Advertising, Public Relations and Sales Promotion

               As an overall company Montblanc doesn't do a lot of advertising. When they do, they advertise their products on more luxury outlets, such as Dolce Vita, Architectural Digest, Rob Report because the people who subscribe to these magazines(which range at $40-$100 per issue) are their target audiences. They also relay on institutional advertising methods, but what really sells the product, is the multiple generations of Montblanc enthusiast. These products are so well crafted that they can be passed down generation to generation. That is what the company advertises and sells. Montblanc's current CEO Jerome Lambert was quoted saying
                          "Montblanc is a lifetime companion, a company that can take you from day to night, allowing you to discover the pleasures of the brand on a daily basis."

                Montblanc's products unlike many of its competitors carry out the day with you, from putting your cuff links and tie bar on in the morning, to signing your name on the million dollar contract you just signed, to having the most talked about timepiece at the dinner table. Montblanc's products are design to spark conversation and through word of mouth within certain target audiences. For many of Montblanc's clients it becomes an emotional decision to purchase the products.

             Montblanc also uses product placement strategies. It is no question that Montblanc's emblem is world recognized, so when it pops up on your screen even for a second Montblanc will appear into your head, an example I have experienced of this was watching DareDevil season 1 episode thirteen, when is getting dressed and he opens his cuff links draw and there was a lag over his collection and in that 7 seconds I found myself counting as many Montblanc cuff links as I could find, about a third of the product was Montblanc. In real life situations Montblanc usually offers their products out on loan to celebrities for red carpet premiers, or events such as the Oscar's and Emmy's, where celebrities are constantly asked "Who/What are you wearing?"