Mont Blank vs Poenari

This  post  about the people who are advising this 2 companies who have in common the Fountain Pen.It is a bout their marketing and advertising campaigns (if they have one).

A short history about Poenari -In 1872 Petrache Poenaru invents the fountain pen (as we use id today) and brevets his invention in France.

Short history about Montblanc : The business started in 1924 with the creation of Meiserstruck .

We all have heard about Montblanc ,about their perfect craftsmanship,handmade using luxury materials and of course expensive prices .

Montblanc prices : from 200 euro
Poenari prices : from 70 euro to 140 euro .

So why everyone heard about Montblanc and no one of Poenari (i recently discovered the brand when it was mentioned in a branding seminar).They know Montblanc because of their marketing and advertising campaigns. I mean they know how to reach their targets -ads in lifestyle magazines ,outdoor media in wellness centers, etc.Also segmentation is a good tool which Montblanc uses ,because in my opinion their clients are from the upper social class,people who can afford to pay 200 + euro for a pen .Also their segment considers self esteem and social position when they buy a product .There is a difference in buying a Sharpie ( no offense ,I totally like the Sharpie) for which you pay 20 euro max and buying a Montblanc for 200 euro.First of all you must have a knowledge about the history of the product,about what it stands for.If you are a high school kid probably you wont by a Montblanc but for sure it will be on a desk of a company director.
Plus they are present on the high street through exclusive stores which emphasises their products .Their stores are like Apples stores compared to a normal IT store. Montblanc products are put in a spotlight are presented in a way that takes out in evidence their luxury lines and finishes .This fountain pens are not made of cheap plastic but with resins ,platinum,gold,diamond ( some editions) and other expensive materials.


Poenari on the other hand has no marketing or advertising campaigns (from what I know) and they aren't on the high-street with shops or boutiques.This is a big minus for the company because possible clients have no idea that they can buy a quality ,unique pen and a low price  .