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    Vertu

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    Sid Jain
    Vertu is a luxury mobile phone brand established in 1998 in the UK. Over the years, Vertu has defined industry standards through innovative design and the use of high-quality materials. Vertu phones are handcrafted and target wealthy individuals seeking status and exclusivity. Recently, Vertu has shifted to focus more on emotional connections and launched new touchscreen models and limited edition collaborations to appeal to a broader luxury market including women. Vertu's current digital marketing strategy aims to increase brand awareness, improve perception, and drive both retail and digital purchases through location-targeted mobile and social media campaigns.

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    Vertu

    Uploaded by

    Sid Jain
    117 views50 pages
    Vertu is a luxury mobile phone brand established in 1998 in the UK. Over the years, Vertu has defined industry standards through innovative design and the use of high-quality materials. Vertu phones are handcrafted and target wealthy individuals seeking status and exclusivity. Recently, Vertu has shifted to focus more on emotional connections and launched new touchscreen models and limited edition collaborations to appeal to a broader luxury market including women. Vertu's current digital marketing strategy aims to increase brand awareness, improve perception, and drive both retail and digital purchases through location-targeted mobile and social media campaigns.

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    Vertu is a luxury mobile phone brand established in 1998 in the UK. Over the years, Vertu has defined industry standards through innovative design and the use of high-quality materials. Vertu phones are handcrafted and target wealthy individuals seeking status and exclusivity. Recently, Vertu has shifted to focus more on emotional connections and launched new touchscreen models and limited edition collaborations to appeal to a broader luxury market including women. Vertu's current digital marketing strategy aims to increase brand awareness, improve perception, and drive both retail and digital purchases through location-targeted mobile and social media campaigns.

    Copyright:

    © All Rights Reserved
    Download as PPTX, PDF, TXT or read online from Scribd
    Download as pptx, pdf, or txt
    117 views50 pages

    Vertu

    Uploaded by

    Sid Jain
    Vertu is a luxury mobile phone brand established in 1998 in the UK. Over the years, Vertu has defined industry standards through innovative design and the use of high-quality materials. Vertu phones are handcrafted and target wealthy individuals seeking status and exclusivity. Recently, Vertu has shifted to focus more on emotional connections and launched new touchscreen models and limited edition collaborations to appeal to a broader luxury market including women. Vertu's current digital marketing strategy aims to increase brand awareness, improve perception, and drive both retail and digital purchases through location-targeted mobile and social media campaigns.

    Copyright:

    © All Rights Reserved
    Download as PPTX, PDF, TXT or read online from Scribd
    Download as pptx, pdf, or txt
    of 50
    At a glance
    Powered by AI
    Some of the key takeaways are that Vertu produces luxury smartphones targeting high net worth individuals, with a focus on high quality materials, craftsmanship, and providing a bespoke concierge service. Over time it has expanded its target market and used marketing strategies like digital campaigns, celebrity endorsements and limited editions.

    Vertu's target market has expanded over time from just targeting wealthy businessmen aged 35-50, to also targeting wealthy women and a broader age range of 30-50. It now aims to target those seeking status, image and a sophisticated lifestyle, as well as those who are talented and entrepreneurial.

    Vertu has used various marketing strategies over time including digital campaigns using SMS, location and banner ads. It has also engaged celebrities to promote the brand and created limited edition phones in collaboration with brands like Ferrari. Other strategies included out of home advertisements and deep engagement with opinion formers.

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    Premium

    Quality

    Utility
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    Basi ZTE NEC
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    Premium

    Quality

    Utility

    Basi ZTE NEC


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    Premium

    Quality

    Utility

    Basi ZTE NEC


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    BELLPERRE
    Luxury

    Premium

    Quality

    Utility

    Basi ZTE NEC


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    T H E B R A ND
    T HI S I S V E RT U
    Pioneer in merging luxurious With Concierge, Vertu has
    Established 1998 in UK, first Vertu has defined several
    high-performance materials, created the world of mobile
    product launched 2002 in industry standards and led
    technology and services luxury services
    Paris many design innovations

    Own product development, Fully integrated value chain Direct to consumer approach
    R&D and state-of-the-art from product to retail
    production
    Over The Years
    Launch of flagship model “Signature”
    Its key pad contains nearly 5 carat of ruby bearings
    Market Segments
    Stage
    Behavioural
    1  Benefits sought: status, image
    Purchase occasion: self buy, gift
    Purchase behaviour: high brand loyalty

    Psychographic
    Lifestyle: middle aged, sophisticated, exclusivity
    Personality: extroverts, dominants, winners

    Profile
    Demographic: 35-50 years, Men
    Socio-economic: upper class, superrich
    Geographic: western world, Asia
    Vertu seeks a broader market for luxury
    smartphones
    Stage Ascent phones are designed to be lightweight and durable,

    2 made of aluminium or titanium with vulcanised rubber and


    leather.

    The Classics are simple and small handsets.

    Ayxtas are flip phones that come in numerous variants and


    colours.

    The Quest is the first smartphone by Vertu, equipped with a


    full QWERTY keyboard made from sapphire sculpted keys.

    followed by Constellation in 2011 which was the company's


    first touchscreen model.
    U S I N G C A R E F U L LY S E L E C T E D
    C E LE B R I T I E S TO E N GAG E
    Vertu shifts from bling to emotional positioning
    In February 2013, Vertu launched the Vertu Ti, the first Vertu
    Stage handset to use an Android operating system.

    In June 2014, Vertu's Signature Touch combines top tech with a


    concierge
    “Vertu's Signature Touch puts the luxury back into specs”

    In October 2014, Vertu targets women with luxury phone launch


    Named “The Vertu Aster”

    Vertu has also made limited edition handsets in collaboration


    with Ferrari, Bentley, Lapo Elkann , etc
    Market Segments
    Behavioural
     Benefits sought: status, image
    Purchase occasion: self buy, gift
    Purchase behaviour: high brand loyalty

    Stage Psychographic

    3 Lifestyle: middle aged, sophisticated, exclusivity


    Personality: Talented, successful, and entrepreneurial either in
    job or spirit

    Profile
    Demographic: 30-50 years, Men and women
    Socio-economic: upper class, superrich
    Geographic: western world, Asia , European
    P R E M I U M G LO BAL

    COVERAGE
    OUT OF HOME ADVERTISEMENT
    D E E P E N GAG E M E N T W ITH O P I N I O N
    FORMERS
    THE CURRENT COLLECTION
    NEW SIGNATURE ASTER YOUR UNIQUE
    SIGNATURE
    TOUCH 2014, October VERTU
    2014, June
    . 2015, September . 2016
    .

    5
    L A U N C H O F T H E N E W C A M PA I G N
    G O I N G D I G I TA L
    T H E S T R AT E G Y

    Increase BrandAwareness

    Vertu Digital Strategy

    Improve Brand Perception /


    Build Equity

    Drive Retail Purchase

    Drive Digital Purchase


    OBJECTIVES

    • An intense one month digital campaign in the UK designed to;

    • Raise awareness of Vertu amongst HNWI (High Net Worth


    Individual)

    • Maximise engagement with the brand through the new Vertu.com

    • Present information on the new Constellation Touch phone

    • Encourage users to sign up for future Vertu communications

    • Drive footfall into Vertu boutiques


    PLAN

    • Using a mix of channels to evaluate effectiveness;

    • SMS Targeting of UK O2 customers (HNWI and who have roamed


    extensively abroad)

    • Location Targeting using Navteq and based on close proximity to Vertu


    Boutiques

    • Sponsorship of FT.com, Net-A-Porter and Vogue iPad Apps

    • Mobile Web Display Banners on news outlets in key HNWI postcodes.


    - very expensive - status relationship
    - high brand awareness - status stories
    - high brandpresence - self satisfaction
    - very high onquality - symbolic meaning

    RATIONAL RELATIONAL

    FUNCTIONAL EMOTIONAL

    - extravagant design - memorable brand experience


    - unique craftmenship - high social approval
    - high quality material - satisfy emotional desire

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