Wednesday, March 23, 2016

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?"

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