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?"

Ch. 14 - Marketing Channels and Retailing

                Montblanc started selling their product in the United States through wholesale accounts such as; Staples, Costco, Office Max, Saxs Fifth Ave, Bloomingdale. They had individual wholesale agents that had quarterly quotas. Montblanc began to excel in the states, so the headquarters in Germany  decided to begin to pull Montblanc product from these wholesalers, and began to open boutique. This action allowed the company to focus more on the consumers, and have a direct line to their needs. Montblanc replaced their employees from wholesalers to retail employees, this caused the vision from bulk orders, to individual sales based on consumer needs.



                Montblanc products are known as achievement products, meaning that it is an items usually received, or purchased once a company or personal goal is met. Most corporate clients purchase the products at the end of quarter or fiscal year to reward their employees. Since Montblanc doesn't have as many wholesale accounts the price is as is, and non negotiable, which in turn keeps the product at an esteem position. The only exception to this has been Duty Free Montblanc retailers, but they are still required to keep an upscale shopping environment.

Ch. 6 - Consumer Decision Making

          Montblanc has always been more acknowledged by the higher social class, as well as in the business working individuals(accounting, wall street), Doctors, and Lawyers. People with higher incomes that have previously been introduced to the product tend to have on average three to five Montblanc, one of the main reasons they purchase a Montblanc is to compete with their co-workers, Montblanc shows levels of success and achievements.

         When clients are not familiar with the history of the products they tend to go through an extensive decision making process. One of the main factors to this is price, accompanied by style(make/model/type of pen).

         Overall one of the most important tools Montblanc uses in selling the product is making an emotion connection. since Montblanc products have a back story of success that follows it, the company uses that to their advantage. When you buy a Montblanc it's because you believe in your own success. When you give a Montblanc is because you believe in the person you're gifting it too; a prime example of this is the Past/Present/Future monologue I've heard from multiple sales professional. The three rings on every Montblanc represent

    1. Past- The hard work being put into achieving a goal.
    2. Present- The achievement of that goal.
    3. Future- The support you show the person you are gifting the item to buy giving them this product, you know they will continue to accomplish their goals and continue to succeed.

Ch. 5 - Developing a Global Vision

Montblanc has develop a Global following with their products. Most places around the world have come to respect what Montblanc represents. In many places including the United States of America the 149 Meisterstuck fountain pen has become a symbol of accomplishment. A tradition practiced in the U.S.A. that many do not know of is the gifting of a Meisterstuck 149 to the newly appointed president after their inauguration.


All over the world Montblanc image follows. In china it is the preferred writing utensil, because the majority of the people use ink pens, the classic 146 fountain pen is found all over the elites of china. The success of the products have even pushed them to open up a flagship store in Beijing, China where hosted a international gala event and flew in their best clientele including a few of Hollywood's elite guests such as actors Jessica Alba, Naomi Watts, Nicolas Cage, Amber Heard and award-winning actor Maggie Cheun to name a few. This brings world recognition to the brand and what they have accomplished over the past 100 years, and just proves that they are and will continue to be timeless.The Art of Writing will continue and Montblanc will also continue to unites fine European craftsmanship with time-honored designs, bringing pieces to life that emanate classic heritage and refined creation.

.