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Premium
Quality
Utility
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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
