moleskine-ipo-report-04-03-2013-mediobanca

Moleskine
Brand protection through a very tight trademark registration policy and by monitoring
potential IP threats. Today the Moleskine brand is registered in almost each of the 92 countries
where the company operates. Design protection has been obtained for Writing, Travelling and
Reading collections, while for notebooks and diaries Moleskine products cannot be protected,
since it corresponds to the product features of books in general;
Communication: since its foundation the company has chosen to use “Word of Mouth” and
the Internet as its major below-the-line communication tools (blogs, ad hoc events, workshops,
social networks). The B2B channel also represents an additional communication initiative.
Examples of below-the-line communication initiatives include:
a) Detour since 2008, with 8 main editions in major cities (London, NY, Paris, Berlin,
Istanbul Tokyo, Venice, and Shanghai) and 3 special editions in Milan, Venice and
Bologna with a total number of visitors estimated at 21,000;
a) MyDetour with 8 main editions and 13 special editions;
b) In-store events: with 22 editions in 2012 with 7,700 active participants and 42,000
people exposed to the event and 440,000 online active participants;
c) Special editions (Moleskine SMS) in April 2012;
d) Viral videos: with 48 videos over the last three years, which received 1.9 million views
over the period Jan 2012-Jan 2013.
b) Marketing
This department works in close cooperation with all the other functions to grant effective new product
launches and development. A direct relationship with key retailers is essential to stay close to final
customers and remain successful. The activity consists of:
Product marketing which includes both new product development and the renewal of
existing products, taking account of the results of market research on the competitive
environment and on consumers’ behaviours;
Trade marketing that develops the group strategy for merchandising and in-store display. To
better understand clients’ tastes and preferences it is essential to carry on a direct interaction
with distributors and key retailers;
Visual merchandising which executes the in-store display strategy, leveraging interaction
with key retailers. The tools adopted are:
a) Displays – tools for an entry strategy in small locations or to support limited edition
campaigns. They have a display capacity of 150-500 pieces on average. In 2012 there
were a total of 15,111 displays in the group distribution network;
b) Walls/Islands – can be considered an upgrade of displays, with a maximum capacity
of 1,500 pieces, they total 453 at YE12;
c) Ateliers – positioned in high-potential locations as they have a much bigger capacity,
with a maximum of 3,000 pieces. The first one was opened in 2011, and now there are
89 Ateliers in total.
THIS DOCUMENT MAY NOT BE DISTRIBUTED IN THE UNITED STATES, CANADA OR JAPAN.
IPO
04 March 2013 ◆ 22