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.