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Case Study of Mobile Phone Brand Vertu
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©2005 Vertu
Company Confidential
Our World
Vertu’s world
Size of the opportunity
Source: Analyst reports, Arc Chart / Nokia estimate.
Estimated annual unit sales
815m
Watches
MobilePhones
520m
Volumes2005
€105bn
€16bn
Estimated annual sales value
Watches
Values2005
MobilePhones
Luxury in watches vs mobile phones
Source:, Analyst reports, Arc Chart / Nokia estimate.
Luxury (€3000+)
Volume520m
Value€16bn
Luxury share of market / watches - 2005
30-40%
Mass / Premium
Est. Luxury share of market / phones - 2010
~2.5%(2-3m units) (~€4Bn)
Volume1250m
Value€154bn
(5-10m units)
(€5-6bn)
1-2% 0.2%
©2005 Vertu
Company Confidential
Vertu’s customer
Luxury customer segments
Upper Conservatives Upper Liberals
Aspirers Postmodern
VERTU PRIMARY TARGET- Entrepreneurial /New Money - Aspire to the “upper class” class standard of living- Active luxury buyer
Social status
Value orientationConservative Liberal
Essence of the Vertu Brand
Crafted for Winners
Inspiration & design
The obsession to create a new luxury category of products combining design and technology in
a way that had never been achieved before.
Craftsmanship
Taking the finest materials from the world of watchmaking, automotive, aeronautics and jewellery, Vertu have improved them to meet our exacting standards.
Craftsmanship
There are 25 types of screw used in a handset. Some of the screws are so small that just four human hairs can fit into a single thread.
The backplate of Signature is a fusion of two powerful materials: very hard ceramic on the outside and very strong titanium on the inside.
Craftsmanship
Each of the 18 keys on the Signature keypad is supported by a ruby bearing. The hardness of ruby contributes to the smoothness of each key touch.
The 20mm speaker is 50% larger than those used in normal mobile phones.
Craftsmanship
The ceramic pillow pillow that forms the earpiece is as smooth as it is hard-wearing.
Every piece is polished for two days in a secret process.
Craftsmanship
Before leaving the factory, Vertu’s products are subjected to a number of rigorous tests, including exposure to extreme temperatures ranging from -40° to +85°c.
Each key is tested with over 2 million pushes, theequivalent of making 20 calls a day, everyday, for 25 years.
©2005 Vertu
Company Confidential
The Collections
Fine, Jewellery, Precious Sport, Automotive, Tough Classic, World citizen, Jet-Set
Signature Ascent
€7-75k €4-5k €3.5-15k
New Collection
Vertu Signature Collection
• Inspired by the world of watch making and jewellery, each handset includes 388 mechanical components
• A total of 74 patents protect its design and development
Vertu Signature Diamond Collection
• The Signature Diamond Collection is the ultimate expression of craftsmanship and exclusivity
• Each piece is made to order and is for those who desire something precious that sets them apart
Vertu Ascent Collection
• The Vertu Ascent is inspired by the design of classic sports cars and is as tough as it is elegant
• The Liquidmetal™ chassis is flexed under 55 kilograms of force to check for elasticity and ‘return to form’ in the event of being dropped
• Every component in an Ascent is Crafted for Performance
The tests
It can even withstand being run over by a racing car
Vertu Ascent Special & Limited Editions
New collection
• The first world-enabled phone to bring together premier technology with First Class service
• Boasting the widest network availability in its class and a range of product features all designed to assist an international lifestyle
World clockFlight status reportReal time currency converterGlobal weather forecast
©2005 Vertu
Company Confidential
Vertu Concierge
Vertu Concierge
• Each Vertu handset has a dedicated button connecting to the Vertu Concierge service
• Available around the world, around the clock, and in a number of local languages
Vertu Concierge - lifestyle services
Chauffeur serviceRestaurants
Personal ShoppingDomestic ServicesTravel/Holidays
Relaxation
©2005 Vertu
Company Confidential
Where we are today
Increased recognition
One of the top selling brands in our Harrods Watch Center
- Goldsmiths
“That is a Vertu isn’t it?”- HK taxi driver
“Solid Incremental Business”-Tourneau
“Now we know you are serious”- Richemont Group
Working with some of the finest retailers in the world
International presence
262 Stores34 Countries
Visual merchandising
Store design concept
Advertising
Sponsorship & PR
Sponsorship of related events & combined integrated campaigns
Instore and merchandising - Motorsport Limited Edition
Instore and merchandising - Pink Special Edition
Award winning design & communication campaigns
A leading UK Marketing trade publication have awardedVertu’s brand agency for its designs for Retail and Motorsport Advertising & sponsorship campaign.
The impact of the work on Vertu’s bottom line impressed the judges. Sales rose by 200% and web traffic by 52%.
Training
Our successful training programmes can be tailored to suit anycompany’s needs and requirements:
• Detailed Brand Overview
• Detailed Product OverviewKey features of the Products Key selling pointsBasic understanding of mobile phone technology
• Aftersales serviceHow to assess and respond to queries in the field
• Account management
©2005 Vertu
Company Confidential
2006 and beyond
2006
2006
2006 - 2008
Signature
Ascent
New Collection
Collection 4?
New Collection 2
Ascent 2 WCDMACAMERA
*COMMON ARCHITECTURE, TECHNOLOGY BASED ON ASCENT
Signature 2*
©2005 Vertu
Company Confidential
OPTIONAL SLIDES
©2005 Vertu
Company Confidential
Vertu Presentation to (Insert title)
(Insert your name) (Insert Date and Location)