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Patraporn Thienkosol Andy Lindenburger

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.

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Patraporn Thienkosol Andy Lindenburger

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  1. Patraporn Thienkosol Andy Lindenburger

  2. 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

  3. 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

  4. Target Market • Business sector • Celebrities • High end customers

  5. Marketing Mix • Product • Luxury Mobile Phone handcrafted in UK • Signature • Ascent • Signature Diamond • Constellation • Limited Edition

  6. Marketing Mix • Price • Metal case from Stainless, Gold, and Platinum to bejeweled • $4900 - $310000

  7. Marketing Mix • Place • Exclusive Distribution Channel • San Francisco Shopping Centre, San Francisco • Neiman Marcus, Beverly Hills • Barneys New York, New York

  8. Marketing Mix • Promotion • Online • Sport Car Magazine

  9. Strength Weakness Opportunity Threat

  10. Strengths • Masterpiece of design, engineering, and craftsmanship • Vertu Concierge • Customer service

  11. Weaknesses • Extremely high prices • Exclusive distribution • Missing opportunities for new customers. • Not able to buy online • Gray marketing

  12. Opportunities • Product Placement • Mix Vertu styling with Nokia for less expensive versions • Increase Distribution • At what risk?

  13. Threats • Increasing Quality of Competing Products • Possible short PLC • Emergence of PDA’s, multi-use devices • Blackberry • iPhone

  14. Store Layout & Design • Store image is very luxurious and exclusive • Vertu outlets convey message customers are expecting from the brand

  15. Circulation • Free-Flow Store Layout is common • Allows for customers to browse & wander • Increases visual appeal of Vertu products

  16. 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

  17. Thank You!

  18. 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

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