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