 5) Using the key concept of creativity, analyse how MB has used three elements

(P’s) of their marketing mix to differentiate from rival firms like Bic. [6]

MB is a unicorn in a mass market pen industry, and creativity played a crucial role
differentiating this brand from its competitors. For product, Mont Blanc offers the highest
quality from iterating the pen technology and offering personal customisation, they offer a
sense of status and luxurious feeling from its creative design. Additionally, MB employs a
creative storytelling in its marketing campaigns to convey the brands herritage, values and
craftsmanship to attract high-income customers. However the marketing campaigns only
work because of the premium pricing of the product, The higher price point contributes to the
perception of exclusivity and luxury associated with Mont Blanc products, appealing to
affluent consumers who value quality and status. Therefore MB undeniably and successfully
use creativity with their 3 P's to persuade and attract customers