Montblanc is one of the most prestigious global brands. The white star of Montblanc symbolizes the commitment to use high quality materials, and to perform workmanship of great finesse and craftsmanship to provide a highly distinctive style.
It is a strong company which has survived the century without forgetting to modernize and expand its range of smart products. Indeed, in the year 1990, Montblanc also diversified into the segments of jewelry, watches, fragrances, eyewear and other leather accessories. Mont Blanc has become a purveyor of exclusive products, seamlessly blending stylish design and tradition, to respond to a demanding request. Thus, today Montblanc has become a global brand represented in 70 countries.
For nearly 100 years, Montblanc has been associated with the art of writing, with reference to the highest mountain in Europe. The name is a metaphor symbolizing the highest level of quality of products offered. Montblanc represents the pinnacle of refinement and quality. The white star, which is the company logo, is nothing but a stylized representation of the snowy mountain peak seen from above.
Montblanc belongs to one of the great major luxury groups, Richemont (Switzerland), which has over 10,000 employees with prestigious brands like Cartier, Lancel and Van Cleef & Arpels.
[...] Montblanc in history: The Meisterstück 149, the oldest and largest pen, has written the story of the powerful and important treaties signed worldwide. Trivia: In 1963 General Adenauer gifted a Montblanc President Kennedy when on a trip to Berlin. Sponsorship (see homepage of the site) http://www.montblanc.com/index.php?version=flash Montblanc helps UNICEF fight against illiteracy in the country, with "Sign up for The Right to Write." At the request of Montblanc, three works of art were created around the Meisterstuck 149 by three renowned artists, Tom Sachs, Andrée Putman, and Helmut Jahn. [...]
[...] Thus, through this new collection, Montblanc hopes to refresh the brand image and capture an audience which is more diverse and younger. The "bourgeois bohemians" are the target at the heart of this collection, insofar as they embody a customer who is easy, hedonistic, and carefree. Similarly, the launch of the lines Starwalker and Timewalker, respectively pens and watches, follows the same logic. They aim to attract the elite of tomorrow. To acquire a brand product, is the sign of a strong desire to stand out from the average consumer. [...]
[...] "Everybody knows Montblanc because of the said Norbert Platt, the CEO of Richemont. However, the greatest strength of the brand could also become its greatest weakness. " Montblanc might wither away. This is the downside of the identification of a trademark with a single product. The risk became even stronger when the famous black resin pen began to falter commercially. The 1980s had made his fortune, but ten years later, the situation was already bitter. Sales plummeted, particularly following the Asian crisis. [...]
[...] "From the core values the brand that are culture, power, craftsmanship, elegance, authenticity and the relationship to another, we sought to develop a territory," says Thomas Rix, general manager of Montblanc France since 2003, a spirit that would be found both in the watches in perfumes. After a few attempts in leather products in addition to pens in 1992, the first watches were sold in 1997. The launch has left some observers skeptical or ironic. But the following year, glasses were sold before the perfumes, in 2001. [...]
[...] Our discussion will focus on four major areas: product offering, pricing policy, promotion of products and finally the study of the distribution network Products Montblanc is famous, and is known worldwide for its range of pens. However, despite the meteoric dominance in this market, its growth seems to be faltering. Thus, it decided to direct its policy towards a new global offering while remaining within the spirit of "Montblanc". Thus, to the long list of its products in the range of "writing instrument", are added: Office accessories (ink, paper cutters) Suitcases Watches Glasses Jewelry Parfums The offer of Montblanc pens is particularly rich, but each piece is conceived as a work of art. [...]
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