Retailvertu.ppt
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Transcript Retailvertu.ppt
Patraporn Thienkosol
Andy Lindenburger
VERTU
Born from an obsession
First established in 1998 by
Frank Nuovo, father of Nokiabranded 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