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 $ $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!

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