Discover the company which makes you feel the author of the upcoming best-selling book or creator of the fascinating masterpiece. Find out about Moleskine strategic marketing; core values; distinctive competencies; target audience, etc.

Strategic intent

Moleskine’s vision is to create a global, multi-category, multi-channel brand.

Core values

Value creation. Moleskine undertakes to combine financial and social value to satisfy, over time, the legitimate expectations of all parties with which it entertains a business relationship. 

Innovation. Moleskine undertakes to contribute to the development and wellbeing of the community in which it operates, pursuing the objective to introduce wide-ranging innovation at all levels of the organization, constantly acting to maintain and continually improve the way it does business. 

Social and environmental responsibility. Moleskine has always paid close attention to sustainability issues, from which some of its fundamental values are derived. Moleskine is active daily reducing the direct and indirect environmental impact of its routine activities, both in the office and in connection with the production processes it manages. 

Safety, quality, and aesthetics. Quality combined with a certain style in appearance and product safety represents Moleskine’s primary commitment. The Group considers product beauty, quality and safety to represent innate values of the items it makes. 

Distinctive competencies/core skills

Every Moleskine notebook has its ID number, which might be found when it’s lost. By its ID number, it made the process of overlooking defects and improving quality issues a lot easier. 

Competitive positioning/ differential advantage

Moleskine’s business model perfectly aligns with the company strategy, being in control of the key functions that are supporting its three operational pillars.

The company has been able to define its market segment and create a strong competitive advantage by continuously innovating its product line, leveraging on partnerships, both in the design area and the communication/brand equity area and by developing and rolling out a consistent and strong retail model. 

Market differentiation

Innovative, creative, inner-directed, confident, trendy people-Who are thinkers and experiencers, demanding something different and interesting. 


Our brand archetype is “The Creator”. Moleskine notebook was never just a notebook, but rather, a tool for self-expression. The brand infused identity, expression and meaning to products previously viewed only as functional tools. In the words of the founder, the notebook is “the book yet to be written” which makes its customers feel that they are respectable authors writing their next best-selling book, or prominent artists making their sketching book.

Target audience

The brand’s target audience is “contemporary nomads” who use the emerging technology of mobile phones, internet, and email, to live, work and travel wherever they want. These people have the spirit of artists who still believe in the power of the written word, appreciate the handwritten letter, organize their stuff and write there every day to-do lists and goals to be accomplished.

As the brand’s audience is people who are busy-workers, creative artists and travelers who’d like to have their notebook with them, our product is designed to suit and satisfy their lifestyle needs. Rounded-corners and an elastic strap keep the notebook and its papers safe.

Background Story

Rather than being a product surrounded by a story, our brand enjoyed the authenticity of a story materializing into a product. Everything started in the mid-1990s when Maria Sebregondi (co-founder of Moleskine) wanted to create something valuable for “contemporary nomads”.

At that time she was reading Bruce Chatwin’s book “The Songlines” and came across the information that her favorite notebook maker French firm had gone out of the business. Later she discovered that famous artists and writers such as Ernest Hemingway, Henri Matisse, Van Gogh, and Picasso used the same style, black notebooks with waxy black covers. This inspired her to start and create Moleskine as a love mark.

Current Problem


  • Rising wages of manufacturing workers in China may impact gross margins
  • Fluctuating foreign currency exchange rates may impact sales margins, especially for companies operating in countries that do not use the Euro.
  • The loss of market share by traditional bookshops and boutiques to e-commerce platforms could impact sales
  • Trends towards sustainability in the pulp and paper industry could impact margins as companies must seek compliance with new rules and regulations (CSR issue)


  • Although a successful business, the company lacks formal managerial systems and professional managers
  • The company chose to outsource its distribution and therefore loss direct contact with points of sale
  • Higher prices than its competitors

Current opportunities:

  • Technology advancements have allowed companies to produce new goods while reducing production, marketing costs
  • Globalization has made it easier to increase the flow of information between geographically disconnected regions
  • Increased income levels among the growing middle class
  • Existence of a “contemporary nomads” all over the world

Our recommendations:

  • Blogs– Create a place where our consumers can upload their Moleskine collection 
  • Newsletters– Give consumers personalized offerings, make them feel that they are valued and special. For example: “Have you written your best-selling book already?” 
  • Presentations– Hold presentations of new products 

See other company reviews Glossier , VEJA 

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