Consumer Behaviour Case study

Case study - Moleskine: Intergrating the techno and the retro by Kim Lehman and Gemma Lewis

Questions:

1. Describe the characteristics of the Moleskine consumer. Write down a list of the various personalities you think they might possess. Do they have anything in common with other consumers?

2. Outline the VALS program and Roy Morgan Values Segments. Where do you think Moleskin consumers fit into these systems? How could these systems assist marketers in planning the marketing mix?

3. What marketing communication tools does Moleskine use to connect with the modern consumer? What additional strategies could it use and how would these resonate with a global market?

4. Is it possible for other traditional product (paper-based or other analogue) to use similar segmentation and marketing strategies as Moleskine? If so what products could? If not, why?

Task Details: The case studies will be allocated to students by the tutor.

Student will need write answers to the questions of the allocated case study. The length of answer per question should be one page. you will also prepare a Power point Presentation of at least five slides. The answers should include current and published theory (see Research Requirements).

Research Requirements: Students need to support their analysis with reference from the text and a minimum of eight (8) suitable, reliable, current and academically acceptable sources - check with your tutor if unsure of the validity of sources

Marking Criteria: Marking rubrics follow in the next pages and are based on the following marking criteria:

Written response:

Analysis Research

extent and application

Recommendations/conclusions

Presentation

Special note:

(Please follow all the instructions and for reference to you a sample assignment is attached in PDF format to tell you that what we need in this assignment)

The required questions which are needed to be answered are at the last page of this file at the end of the case study provided. Plz follow the instructions.

Attachment:- Case Study.pdf