Patraporn Thienkosol Andy Lindenburger. VERTU Born from an obsession First established in 1998 by...

Patraporn Thienkosol

Andy Lindenburger

VERTU Born from an obsession

First established in 1998 by

Frank Nuovo, father of Nokia-

branded exclusive handsets

Headquartered in the United

Kingdom with offices in Paris,

New York, Beverly Hills,

Singapore and Hong Kong

VERTU Launch first product “MMII

Stainless Steel” in 2002

Vertu go on sale at Harrod’s

in 2003

Launch of Signature

Diamond Collection in 2005

Constellation is launched for

the world’s most demanding

travelers

Target Market

Business sector

Celebrities

High end customers

Marketing Mix

Product Luxury Mobile Phone

handcrafted in UK Signature

Ascent

Signature Diamond

Constellation

Limited Edition

Marketing Mix

Price Metal case from

Stainless, Gold, and

Platinum to bejeweled

$4900 - $310000

Marketing Mix Place

Exclusive Distribution Channel

San Francisco Shopping Centre, San Francisco

Neiman Marcus, Beverly Hills

Barneys New York, New York

Marketing Mix

Promotion Online

Sport Car

Magazine

Strength Weakness Opportunity Threat

Strengths Masterpiece of design,

engineering, and craftsmanship

Vertu Concierge Customer service

Weaknesses Extremely high prices Exclusive distribution

Missing opportunities for new customers.

Not able to buy online Gray marketing

Opportunities Product Placement Mix Vertu styling with

Nokia for less expensive versions

Increase Distribution At what risk?

Threats Increasing Quality of

Competing Products Possible short PLC Emergence of PDA’s,

multi-use devices Blackberry iPhone

Store Layout & Design Store image is very luxurious and exclusive Vertu outlets convey message customers

are expecting from the brand

Circulation Free-Flow Store

Layout is common Allows for customers

to browse & wander Increases visual

appeal of Vertu products

What does your store say? Ambiance

Is the overall feeling or mood projected by a store through its aesthetic appeal to human senses

Lifestyle graphics Convey the image of the product to the consumer

Thank You!

Bibliography http://www.vertu.com http://www.ebay.com http://www.youtube.com http://www.brandchannel.com http://www.mobile-review.com http://mobile14.com