Montblanc is a leading international brand that manufactures luxury writing instruments such as pens as well as watches, jewellery and leather goods.
Founded in Germany in 1906, the company started out with a simple product: the pen. After introducing the slogan, “manufacturers of high-class gold and fountain pens” along with its logo, the star emblem designed to represent the highest peak in the Alps: Mont Blanc, the Montblanc legacy began.
The company, which is owned by the Swiss holding company, Richemont, has built a reputation for accuracy, craftsmanship and precision in design. Today, it is regarded as one of the world's most diversified and reputable luxury brands.
The idea of ‘luxury’ is something that is inherently subjective, so how did Montblanc come to be perceived as a global luxury brand? Read on to find out…
Follow the 4 Ps of Marketing
The company focuses on the 4 Ps of Marketing to maintain interest in their dominant product and also to introduce new lines at strong price points. These are:
- Product: A focus on high-quality, beautiful products with a particular emphasis on colour & design
- Price: Montblanc pens are on the expensive side whilst remaining within the reach of their target audience: professionals. Therefore the Montblanc pen is marketed as a luxury purchase that’s definitely worth investing in
- Place: Montblanc has established a huge, global distribution network that’s supported by a network of repair shops and licensed retailers
- Promotion: Create a targeted, consistent marketing campaign that appeals to the heart of their target audience.
Keep up with the times
Things have changed a great deal since Montblanc first launched onto the scene and today the company faces the enduring challenge of appealing to a market that doesn’t truly appreciate the value of a beautiful pen.
With the rise in technology, Montblanc understood the importance of rebranding itself to appeal to the modern market. To do this, the company shifted its focus. Rather than focusing on selling pens, it focused on selling class, sophistication and the slow elegance of times gone by.
All of its advertising campaigns are infused with the nostalgia of old-school cinema, while its website is absolutely stunning in its presentation, offering references to old Hollywood glamour to complement their line of beautiful products.
Use celebrity endorsements
Another strategy adopted by the brand was to use celebrities to invoke old-school glamour. In January 2014, Montblanc announced that Hugh Jackman was to become their Global Ambassador. Regarded as an elegant, talented, committed and pioneering individual, it was felt that Hugh Jackman represented all the attributes of the Montblanc brand.
Focus on Quality and Elegance
Since its inception, this internationally renowned luxury brand has been able to consistently appeal to a wide segment of the luxury market by focusing on quality and elegance. To do this, the company emphasises that every product sold is a companion for life that will one day be handed down to the next generation. This invokes trust in their customer base, thus encouraging them to remain committed to the brand for life.
Thanks to successful marketing, Montblanc continues to market its products at the high-end price spectrum and achieve outstanding profits in the process.
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