Research project on Mont blanc

1. Research project on

2. Presented by-
Karishma Sharma
Sybms (B)
Roll no 91.

3. INTRODUCTION
• Montblanc pens have been known for generations as
sophisticated, high-quality writing instruments
• Founded by the stationer Claus-Johannes Voss, the banker
Alfred Nehemias and the engineer August Eberstein in 1908.
• The company was acquired by Dunhill in 1977, following
which lower price pens were dropped and the brand was used
on a wide range of luxury goods other than pens.
• Today Montblanc forms part of the Richemont group.
• Montblanc is owned, through Richemont, by the South
African Rupert Family.
• Its sister companies include luxury brands Cartier, Van Cleef
& Arpels, Chloé, and Baume et Mercier

4. HISTORY
• First model was the Rouge et Noir in 1909 followed in 1910 by the
pen that was later to give the company its new name, Montblanc.
• The first Montblanc Boutique opened in Hamburg, (1919) followed
by others in Berlin, Leipzig, Breslau, Hanover and Bremen.
• The legendary Montblanc Meisterstück fountain pen was
launched(1924) . As its name proudly proclaimed, it was a
masterpiece of precision craftsmanship.
• The Meisterstück Solitaire Royal (1994), painstakingly set by hand
with 4,810 diamonds, became the world's most expensive fountain
pen.

5. HISTORY (CONTD.)
•1st Mont blanc catalogue
•August Eberstein (1909)
•1st airplane of Mont blanc
•1st pen- rouge et noir.

6. 1ST MONT BLANC FACTORY

7. PRESENT SCENARIO
• Lutz Bethge, the CEO
Montblanc International.
• Today, Mont blanc
company has more than
3000 employees.
• There are 450 boutiques
all over the world, in
Mumbai Mont blanc
boutique is located in taj
hotel.
• There are more than 5000
outlets of this brand.

8. SPECIAL AND LIMITED
EDITIONS.
• Limited Editions like the Patron of
the Art Series (e.g. Francois 1er) with
only a few hundred of them being
produced around the world.
• These models are intricately adorned
in diamonds, rubies, and other
precious stones into precious metals
typically in 18K gold. A signature
mark on these include a Mother of
Pearl Montblanc Star adoring the cap.
• Special Editions include Patron of
Art, Writers Edition, Great
Characters, Diva Line, Donation Pens
and Artisan Editions.
• The Donation series includes some
limited Editions like the 2009
released Signature for Good limited
edition

9. PRICE RANGE
• Montblanc begun
their business about 100 years
ago producing fountain pens.
All the others products just
have a few years since they´re
produced by Montblanc.
• Price range in INR:
• Fountain Pen' s Prices -
Range: 20,000 | 1,83,000
• Roller ball Pen's Prices -
Range: 10,500 | 62,000
• Ballpoint Pen's Prices -
Range: 15,000 | 26,000

10. UNICEF SOCIAL CAUSE
• Mont blanc had donated 1.5
million dollars for education
programmes.
• They announced the launch of
‘SIGNATURE FOR GOOD
COLLECTION’ which was a
special range of products
which would raise the charity
money.
• The signature for good
campaign was run to support
UNICEF worldwide education
and literacy programmes.

11. COMPETITORS
• Mont blanc faces competition
mainly from limited edition
luxurious pens.
• A few brands are as follows:-
• Aurora
• Visconti
• Omas
• Waterman
• Duke
• Caran d’ ache limited editions

12. MARKETING STRATEGY
• Montblanc currently commands 70 percent of the world market in fine writing
instruments, according to Jan-Patrick Schmitz, president and CEO of Montblanc
N.A.
• The company has achieved it by focusing on creating "deep positioning and
meaning" in the luxury market instead of targeting everyone who writes.
• This depth in the luxury market helped Montblanc maintain its position throughout
the recession. "Luxury is not about price; it's about longevity and trust in a brand.
It's about the emotional experience more than the function."
• Function, however, and craftsmanship are core elements of Montblanc’s brand
proposition-essential to building that trust. That's one reason the company focuses
on products meant to last.
• Its website, offers an audiovisual experience designed to have customers dive
deeply into the site.
• Ultimately, Montblanc's goal is to create bonds as long-lasting as its products.
"We're building relationships, not just aiming for today's sale," Schmitz said. Those
relationships hopefully will bring "multiple sales over many years," he said.

13. SWOT ANALYSIS
• It is a structured planning
method used to evaluate the
strengths, weakness,
opportunities and threats
involved in a research
process.
• A swot analysis can be
carried out for a person,
company or product.

14. SWOT ANALYSIS FOR MONT BLANC
STRENGTHS:
•Its strengths are in jewellery, luxury
watches and writing instrument.
•2nd largest luxury goods company in the
world by turnover.
•One of the top 10 biggest company in the
Swiss market index.
WEAKNESS:
•Needs to promote its brands aggressively.
•Limited global presence specially
emerging economies.
OPPORTUNITIES:
•A joint venture of Richemont and polo
Ralph Lauren inc.
•Its free from recession as it is a luxury
good producer.
THREATS:
•Huge investment is needed to maintain
the brand image.
•Competitor brands producing limited
edition pens are a threat to the company.

15. MONT BLANC TRIBUTES.
• Mont blanc tributes to the
greatest scientist Albert
Einstein
• The Albert Einstein® Limited
Edition is limited to 3000
fountain pens and 3000
convenient modes.
• Montblanc, the Swiss pen
maker, has unveiled a gold and
silver fountain pen to
commemorate Mahatma
Gandhi, the ascetic former
leader of India's independence
movement.

16. CONCLUSION
• The report is based on all the relevant facts and details of Mont blanc
pens.
• With respect to my personal view about the product, the brand needs to
come up with more marketing and promotional activities.
• There is major share of people who are unaware of the exclusive brand.
• The main question that arises is that “Is this product really worth of
the money ?”
• My answer to this question would be, YES, the limited editions are the
exclusive products for the people who admire luxury items or collectors
items. It also adds on the status value of a person.
• At the same point of time looking on the other side the company needs
to expand its price range to avail the product to the buyers who wish to
buy the product but are not that willing to pay this huge amount.
• Thus , I come to an end on the research project on Mont blanc.