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Montblanc brand extension, rather than adopt a multi-brand strategy?
greatest difficulty is that we must ensure that the quality of various products to maintain a unified brand Montblanc, which is a protracted battle. We are not satisfied with the current quality of the product, so constantly for new materials, new methods of testing, and continuous improvement process, and even some small parts. For example, as early as 100 years ago, began production of Montblanc pens, then people will not travel by air frequently. Now we pass the test of precision, the replacement of the pen that people do not see the internal parts, even if does not affect in-flight use. If there was a customer carrying a few decades ago the production of Montblanc pens to our store, tell the clerk the pen sometimes leak ink when in flight. We will quietly change for the customer a new leak-proof system, which he knew nothing, except that he never again missed pen ink.
First, the writing instrument is our core competence, it should be located in the center of the circle. Then we ask: what kind of product is the closest and writing tools? There is no doubt that those with the Montblanc spent two years developing the product in the region.
Second, in addition to the production of each product category separately is independent of the other, we have unified all the products in the market, marketing and so on. This means that we store in the world 350, the display and sale of all its products, Montblanc, Montblanc brand to the customer to convey meaning. Customers can shop at any Montblanc, the purchase of all his favorite products. For example, a female customer walked into our store for her husband to buy a pen as a birthday gift, she can also choose a favorite for their women's watch.
[b] Montblanc development of new products and existing products (ie, writing instruments) correlation between what?
[b] in brand extension, the Mont Blanc is how to determine what specific types of development products?
[b] the next few years, Montblanc's brand extension development goals?
As of the end of March 2007, we record the history of the Mont Blanc the best results. In Richemont (Richemont) *, we have very good results. In the Chinese market, Montblanc writing instruments market performance has been good, watches, jewelry, leather products sales are also growing rapidly.
we are not good at showing their good side, do not tell yourself: how good we are. Because that is what happened yesterday, has nothing to do with our future. The only thing we can do is continue to improve, continue to progress.
[b] practice, the Montblanc brand extension is to avoid excessive?
of course, is to implement a method of multi-brand strategy, but in practice, if properly harnessed, can indeed received very good results. But this approach as creating a new brand is not suitable for Montblanc. That is because, despite the luxury writing instruments in a very small proportion of the industry, but apparently Montblanc has a firm foothold in this market. It is like a living in the jungle (writing instrument market) weighs 400 pound gorilla, if it be moved to another jungle (jewelry, watches or leather goods market), it still can be in the new environment to live very well.
give a simple example, dates back to the Middle Ages, jewelry was originally used to display power: the king's crown and scepter, the Mayor of London (Lord Mayor) of the collar (chain), and the Pope (Pope) of the ring and so on. So naturally, we will symbolize the power of the
[b] Montblanc brand extension in the greatest difficulty encountered in what?
the issue is interesting. Whether I'm in Venezuela or Japan, or in other countries, always asked this question. Almost all of them take it for granted that their country's luxury market is different.
[b] how to brand extension
you just mentioned, Montblanc in the Chinese market and achieved good results. So compared with other countries, what is unique about the Chinese market at it?
[b] Since the market is the same, so does this mean, Montblanc in the Chinese market and marketing strategies adopted in other countries have no difference?
[b] can tell us about the target customers what people?
While in the watch industry
[i] About: Ge Wei Wei, magazine assistant editor.
in the next 5 to 10 years, our goal is in the luxury market (jewelry, watches and leather goods, etc.) with the current Montblanc has as many male clients of female customers.
Therefore, stick to their strategy and understanding of the premise of luxury, we found that truly brand extension product category is very limited.
[b] the effect of brand extension and development planning
a class of target customers first is the traditional winner (conservative achiever). Most of them had reached the pinnacle of his career, and basically realize their dreams. They have money, power, influence. The second category is tomorrow elite (elite of tomorrow), they are relatively young, waiting for his boss to step down down from the throne, the throne because it is their goal. These young people also like the Montblanc symbol of power, but they will not buy it with their boss to use the same product. So we designed for the production of tomorrow elite has the same meaning but different styles of writing instruments, watches, accessories and other products. Montblanc's third category of target customers is the wave group (Bourgeois Bohemia, Bobo) *, these customers are independent, yearning for freedom, do not like stuck in the office all day in the job. They make a lot of money, live a luxurious life. They play golf, to buy their own yacht. There are many female customers fall into this category, so we designed a unique product for them. The fourth category is the collector (collector), limited edition Montblanc Most of the products introduced is prepared for them.
Once a shareholder proposal we move a completely different direction - to develop high-tech office supplies, but am glad that we did not adopt his proposal, because it was not Montblanc's world, it was not belong to our understanding of luxury. But in the Montblanc product category, with one exception, that is perfume. Fragrance products we have developed in order to facilitate market Montblanc brand to develop female customers, although this trick really works, but from a strategic level, the fragrance itself does not meet the definition of luxury goods for Montblanc.
before the brand extension, Montblanc brand positioning? This position is suitable for the Montblanc brand extension?
Why choose
[b] be specific in explaining what you say Montblanc writing it gives new meaning to what tools?
our product diversification strategy from Montblanc's core competencies - writing tools (writing instrument). That is because the
[b] we all know, Montblanc writing instruments has always been famous, then why should the brand extension and product diversification, development of new product categories it?

[b] Montblanc brand extension strategy for the implementation of how the after-market performance?
Secondly, the Since the Middle Ages, writing and reading has been a privilege of the nobility: attendants on horseback, through every village, hand out signed and sealed by the King paper read to the villagers: the taxes! Even now, those Zige to make major decisions or sign important contracts who still follow this ancient tradition, the document autograph to show their own power. This shows that our world has long been
In addition, it is now to create a new luxury brand must pay a high price: to be like other luxury brands, to establish their own marketing channels; in the world's most expensive prime locations such as Ginza, Tokyo or New York Fifth Avenue, spent huge sums of money to open stores. For example, the top of the street in Rome, rent an area of ​​150 square meters of shops, approximately 1,200 million euros in annual rent, and shops of this size for a luxury brand, hardly luxurious. In addition, have to spend money to buy equipment, hire employees, and their training and so on. This requires that you invest all their energy to cope with everything, imagine how difficult that the!
[b] Montblanc measures by extending the product range to create synergies?
I think the key is to stick to our strategy and our consistent understanding of luxury. In our perception, like caviar, or champagne, Cuban cigars are not a luxury consumer goods such, they are only food, expensive food. As I mentioned earlier, to Montblanc, the luxury to be able to from generation to generation, it is worth repairing items that have eternal value. It may not be to repair a broken cell phone, because the high-tech products with each passing day, and then buy a new one on the line. But luxury is different - which is why there will be customers still holding a few decades ago the production of Montblanc pens to our store requires repair.
To achieve this goal, we need to improve many aspects. This stems from our The Montblanc store, for example,[link widoczny dla zalogowanych], we not only increased in the store designed for female customers of products, and spent huge sums of money to redesign the layout of the store, try to keep customers in the Mont Blanc store - that is the customer mind home - feel comfortable.
Montblanc
Then we started thinking about the third floor in a circle of products - leather goods, because many in the circle in the second layer of leather products are, so they used the 2023 Montblanc's time to develop leather products . This time things start to get somewhat complicated, because the field for leather, Montblanc no good, so we bought a professional manufacturer of quality leather products company specializing in the production of leather products for the Montblanc.
In addition, we know that in ancient times, Chinese people use a brush to write Chinese characters, while the brush tip is very small, so the Chinese market Montblanc pen, the pen is also relatively small, unlike the Europeans and Americans used to write letters the kind of rough tip, which is considered out of writing Chinese characters.
Yes. Because the market is the same, we clearly know the needs of Chinese customers is the same with other countries, so we do not need to do marketing strategy adjustment in particular.
as I understand it, luxury is linked with happiness - whether for cause luxury brands, with their respective product categories have been nothing, and they are only able to bring people happiness products.
the relationship between them lies in the following two points, first, whether Montblanc writing instruments, or jewelry, watches, and they are worth from generation to generation of luxury - which is our luxury understanding; second they are able to bring people happiness luxury.
the process of brand extension, we the only product that writing instruments, Montblanc brand positioning time is the Of our products, the eternal (timeless) than the popular (fashion) have a more long-term lifeline, that means never be a popular part of Mont Blanc.
Montblanc
First, the For example, you handwritten love letter, from your spouse must read between the lines, from your feel your handwriting in her affections. But if you use SMS instead of words, she could not pop out from the screen to appreciate the cold text of your enthusiasm. Suppose you are a romantic person, you have all the love letters are preserved, then many years later, when you untie the ribbon tied love letters, love letters in reviewing every word, how sweet will - - This is the
[b] Since Montblanc products are developed and produced around the concentric circles, which mean that Montblanc's range of products are targeted customer is the same?
Therefore, in terms of brand extension for the Mont Blanc, is the most natural is the best option.
First, we adopt a unified product design. This means that if a customer selected our pen, he will select the Montblanc watches, cufflinks, belts, and even wallets, business card holder and so on products, because they looked so harmony and unity.
                    
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[b] Montblanc never considered unrelated to the production of other products and writing instruments category?
Draw concentric circles Brand - Interview with the Executive General Manager of Montblanc International, Wu-Fu Han


how to determine the brand extension product category? How do we evaluate the performance of brand extension? How to avoid excessive brand extension? Select brand extension strategies companies executives have been struggling to search for answers to these questions. In this regard, Mont Blanc (Montblanc) may be worthy of their draw on the experience. Montblanc has a centuries-old has been in high-quality writing instruments and famous. However in recent years,[link widoczny dla zalogowanych], Montblanc writing instruments product range extended from the jewelry, watches, leather goods, eyewear, and perfumes, etc., in the brand extension has made good market performance. Why Montblanc brand extension? How to determine the extension of its product categories? In this issue of Montblanc International (Montblanc International GMBH) Executive General Manager, Han Wu-fu (Wolff Heinrichsdorff) of the interview, he told us about the Montblanc brand extension in terms of practical experience, and presented their unique understanding of luxury goods .
our initial brand positioning and is suitable for Montblanc's brand extension strategy. Because after 100 years of development, in addition to product diversification, Montblanc there has not been any change - we just from the
the fourth floor in the next circle, we decided to use writing tools in the production of precision used in metal processing, manufacturing gold, silver accessories ⋯ ⋯ men so we focus on the core of the writing instruments, been painted with concentric circles, the development of the jewelry, watch, etc. different types of products.
, people evaluate Montblanc watch dial is too thick, obsolete models, and even had us watch a reporter for the laugh to ask: Where did coming down the ink. However, we adhere to this style, because the target customers of all products Montblanc is the same group of people - they know Montblanc brand, love our writing tools; when we develop new product information to tell them, they is the most loyal listeners. Although they do not have to buy Montblanc's new product, but at least they are willing to listen to information from Montblanc.
Yes, in our view, any country in the luxury market are the same. That is because no matter which country the luxury consumer, their demand for luxury goods is the same. These luxury consumers have received a good education, they often travel, and luxury brands for different well known. From this consideration, the market where they will not have any difference.
In addition to creating new brands
answer is very simple, we draw concentric circles around the core product - as early as 1992, I gave my team painted concentric circles that - while ensuring that all of the concentric circles in the Products must be worth from generation to generation, with the eternal values ​​of luxury.
Do not underestimate such a pen, I was always around people who repeatedly stressed: Although we can now use computers, the Internet, e-mail and other tools to communicate with others,[link widoczny dla zalogowanych], but not out of date and can not been abandoned. Some people do not agree with my point of view, they cited the history trying to convince me: As early as 550 years ago, the German Johannes Gutenberg invented the printing press • *. Song Dynasty in the printing of course, not to mention the brilliant achievements on the. In the U.S., Remington Corporation (Remington) in 1874 produced the first typewriter, and then sitting in the desk next to the senior,[link widoczny dla zalogowanych], all written in ink order form, business correspondence and reports of male clerks who have been gradually replaced by female secretary ⋯ ⋯
[b] Why is the brand extension
I think it was strategic coherence (continuity), no exceptions, no compromise. This means that we will not change the temptation of short-term strategic interests; means that we will not take as some kind of brand diversification strategy, developing a series of brand name products at different price points in order to broaden the target customers; means that we must focus on the core products, step by step horizontal diversification (horizontal diversification) development.

[b], Montblanc also consider buying ready-made brand ah?
course. I can give an example to you: to begin production in 1997, Montblanc watch, and since then we watch on the design style is very similar to our pens - Montblanc pen that customers will love We watch the same feel for them, and then we have the world's 1,000 million customers use the Mont Blanc writing instruments.
[b] you think to ensure the success of brand extension Montblanc key factor in that?
[b] Is no difference between them, it?
If anything, the difference between them, it is the differences in physical characteristics. For example, relative to Europe and America as people wrist Asians to be smaller, so we designed a small, medium, dial watch - for the shape features,[link widoczny dla zalogowanych], the differences do exist between different countries.
You know, when Montblanc pen is no longer a simple writing tool, Montblanc brand also will be a shift - our hexagonal white star flag * has become a symbol of power and strength. This is very beneficial for us one thing, we have to start from scratch why bother to create a new brand?
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