University Consumer Behavior Analysis: Moleskine Marketing Strategies

This assignment analyzes the consumer behavior of Moleskine, a company known for its notebooks and stationery. It applies the VALS framework to segment Moleskine's customers, identifying them as 'believers' and 'survivors' due to their loyalty to the brand and acceptance of traditional products. The analysis further explores Moleskine's current communication strategies, including its use of social media platforms like Facebook, Twitter, and Flickr, as well as its official website for customer engagement and customization. The assignment also proposes additional strategies for the global market, such as tailoring social media campaigns to local preferences and employing personalized marketing and pay-per-click advertising to reach potential customers effectively. The paper highlights the importance of understanding consumer behavior for designing effective marketing strategies and maintaining brand loyalty.

Running head: CONSUMER BEHAVIOR
Consumer behavior
Name of the student
Name of the university
Author note

1CONSUMER BEHAVIOR
Question: 2
According to the VALS program, customer segment of Moleskine can be terms as the
believers. This is due to the reason that, believers refer to the people who believe in society and
social cultures along with accepting the innovation accordingly (Garcia-Penalvo et al. 2014).
Thus, in the case of the Moleskine, customers are buying the traditional and analog products.
However, they are using the digital mediums to buy those, which are denoting their level of
acceptances. Thus, they can be termed as believers.
On the other hand, customers of Moleskine can also be included in survivors. This is due
to the reason that, customers of them are loyal to the brand and thus, they are being attracted to
the traditional products being offered by the company Thus, the loyal customers are the one who
are the key contributors in generating revenue for the company. Moreover, these customers are
having least acceptance towards the innovation and thus, they accept the traditional products of
Moleskine.
Segmenting the customers according to the VALS framework will assist the marketers in
designing the products and price accordingly. In the case of the Moleskine, the segment of the
customers enables them to offer their traditional products in digital format along with initiate the
price accordingly (Lee et al. 2015). The customers of Moleskine are less acceptable towards the
innovation and latest technologies and thus, Moleskine offers traditional products without having
huge improvements. This strategy is being initiated in order target the loyal customers to their
brand.

2CONSUMER BEHAVIOR
Question: 3
Slide 1
Current communication strategies of Moleskine
 Currently Moleskine use various social media platforms in order to communicate with
their target customers (Ashley, Christy and Tracy Tuten 2015).
 Platforms such as Facebook, Twitter and Flikr are being initiated by them to cover more
market segments.
 Official website of Moleskine also serves as communicating tool by providing the
customers customization options.
 It helps in enhancing the loyalty and the level of satisfaction among the customers.
Slide 2
Effective use of the social media
 Determining the feedback from the customers regarding the existing products.
 Communicating the arrivals of the new products through social media.
 Providing the customers with advice, tips and hints in using the products Thus, it helps in
increasing the level of satisfaction and user experience of the customers.
 Initiation of their brand communication with the help of different social media platforms
is helping them to determine the diverse market requirements (Luo, Xueming and Zhang
2013).

3CONSUMER BEHAVIOR
Slide: 3
Additional strategies for global market
 Global market will be more diverse and competitive in nature. Thus, more effective and
efficient strategies are required to cater to the global customers.
 One of the key strategies will be to design the approach of the social media campaign
according to the local taste and preferences.
 Personalized marketing campaign will help to cater to the target market more effectively.
 Pay per click marketing can also be initiated by them in the global market. This will help
them to identify the potential customers willing to have their products.

4CONSUMER BEHAVIOR
Reference
Ashley, Christy, and Tracy Tuten. "Creative strategies in social media marketing: An exploratory
study of branded social content and consumer engagement." Psychology & Marketing32, no. 1
(2015): 15-27.
García-Peñalvo, Francisco J., Juan Cruz-Benito, Dai Griffiths, Paul Sharples, Scott Wilson, Mark
Johnson, George Papadopoulos et al. "Developing win-win solutions for virtual placements in
informatics: The VALS case." In Proceedings of the Second International Conference on
Technological Ecosystems for Enhancing Multiculturality, pp. 733-738. ACM, 2014.
Lee, Stacy Hyun-Nam, HaeJung Kim, and Kiseol Yang. "Impacts of sustainable value and
business stewardship on lifestyle practices in clothing consumption." Fashion and Textiles 2, no.
1 (2015): 17.
Luo, Xueming, and Jie Zhang. "How do consumer buzz and traffic in social media marketing
predict the value of the firm?." Journal of Management Information Systems 30, no. 2 (2013):
213-238.