Mktg Mgmt - Vertu Mobiles

8/3/2019 Mktg Mgmt - Vertu Mobiles

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PRESENTED BY : RAHUL MALIK

MBA (M&S)

SEC - A

ROLL NO: 27


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VERTU MOBILES


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INTRODUCTION

Vertu is a British-based manufacturer and retailer of luxury mobile phones.

Formerly a wholly owned subsidiary, the business is now an independently

run division of the Finnish mobile phone manufacturer Nokia.

Many of the models are made using precious materials such as gold,

sapphire (for the mobile screen), rubies (for the bearings) and fine leather.

Vertu mobiles are only available in its own branded stores, concessions in

leading department stores such as Harrods and Selfridges in London, and

other authorized retailers.Each mobile is hand-made in its factories in Church Crookham, Hampshire,

England.


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SEGMENTATION

Vertu mobiles are premier luxury brand mobile phones .

They are made for the stinkingly rich class which accounts for only3 % of the world population which uses mobile phones.

Therefore the segmentation is Demographic in nature i.e. theSocial Class.

Vertu focuses all its attention on the most prosperous section of thesocial class such as movie stars, star sportsmen, multimillionaireindustrialists,etc.


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The target market for vertu mobiles is the niche market as the

price of these phones is too high.

The phones possess qualities of unusual delicacy and fine

craftsmanship and therefore can be afforded only by those

who are raking high in moolahs.

Due to the cost of these handsets they can be targeted to a

very small section of the society.

Vertu mobiles are only available in its own branded stores,

concessions in leading department stores such as Harrods and

Selfridges in London, and other authorised retailers.

TARGETING


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The process by which marketers try to create an image or

identity in the minds of their target market for its product,

brand, or organization.

Vertu sells its phones only through its well furnished, lavish,

state of art stores or through a few other leading authorized

stores.

These phones are status symbols for the high class users and

they command respect, acceptability, royalty.

Vertu basically tries to capitalise on the latent needs of the

niche customer by mesmerizing them with its exquisiteness ,

charismatic looks and style.

POSITIONING


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VARIOUS VERTU MOBILES

Vertu AscentFerrari GT


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VARIOUS VERTU MOBILES

Vertus SignatureDiamond Model

$88,000 (47,567)

Is a diamond-

encrusted handsetmade from platinum.

Only 200 of thehandsets are being

produced.


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The process involved in creating a unique name and image for

a product in the consumers mind, mainly through advertising

campaigns with a consistent theme.

To establish a significant and differentiated presence in the

market , Vertu has a well designed, sophisticated , stunning

and eye-catching website to showcase its products.

The way each and every product is displayed on the site is

spectacular.

In order to create maximum visibility for its product Vertu

collaborates with other luxury brands such as Ferrari to attract

the niche market.

Vertu advertises its phones on leading TV channels such as

HBO, ESPN , STAR SPORTS etc.

BRANDING


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COMPETITION


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Until recently, only Vertu, a division of Nokia, wasmanufacturing uber-premium phones.

With prices starting at around 4,000 Vertu phones areonly for the filthy rich and the super famous.

However, Vertus monopoly of the luxury phone market

is coming to an end with the launch of several new luxurymobile makers including Gresso, Mobiado and GoldVish.


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A load of other mobile phone

manufacturers are also working up

partnerships with luxury brands get a

piece of the action.

Were beginning to see premium mobile

phones emerge from couplings such as

LG and Prada, D&G and Motorola, andnow Tag Heuer and Modelabs.


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Goldvish Le million = $1,000,000 (540,540)

Is officially the most expensivemobile phone in the world,according the Guiness Books ofRecords.

The Le million is a one off

piece featuring a blinding 120carats worth of VVS-1 gradediamonds.


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This cell phone isproduced by JSC Ancortthat originally designedby luxury accecoriesdesigner Peter Aloisson.This expensive smartphone is encased with aplatinum base and has50 diamonds and 8 ofthem is a rare bluediamonds. Thenavigation key and theAncort logo are of 18

Carat of rose gold. Thiscell phone was built onWindows CE.


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iPhone Princess Plus: $176,400

Another design of PeterAloisson. The name iscoming from theprincess shapeddiamond cut thatstudded all over the

casing. 138 diamondsout of 318 shaped inthis style. The others isshaped in brilliant-cutpattern. This cell phonetotally use 17.75 carats

of diamonds and 18Carats of white gold.This version of iPhoneare sold for $176,400.


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Mktg Mgmt - Vertu Mobiles

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