Vertu Case Study
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Transcript of Vertu Case Study
![Page 1: Vertu Case Study](https://reader034.fdocuments.in/reader034/viewer/2022050906/552e0c804a7959b95b8b488c/html5/thumbnails/1.jpg)
©2005 Vertu
Company Confidential
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Our World
Vertu’s world
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Size of the opportunity
Source: Analyst reports, Arc Chart / Nokia estimate.
Estimated annual unit sales
815m
Watches
MobilePhones
520m
Volumes2005
€105bn
€16bn
Estimated annual sales value
Watches
Values2005
MobilePhones
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Luxury in watches vs mobile phones
Source:, Analyst reports, Arc Chart / Nokia estimate.
Luxury (€3000+)
Volume520m
Value€16bn
Luxury share of market / watches - 2005
30-40%
Mass / Premium
Est. Luxury share of market / phones - 2010
~2.5%(2-3m units) (~€4Bn)
Volume1250m
Value€154bn
(5-10m units)
(€5-6bn)
1-2% 0.2%
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©2005 Vertu
Company Confidential
Vertu’s customer
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Luxury customer segments
Upper Conservatives Upper Liberals
Aspirers Postmodern
VERTU PRIMARY TARGET- Entrepreneurial /New Money - Aspire to the “upper class” class standard of living- Active luxury buyer
Social status
Value orientationConservative Liberal
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Essence of the Vertu Brand
Crafted for Winners
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Inspiration & design
The obsession to create a new luxury category of products combining design and technology in
a way that had never been achieved before.
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Craftsmanship
Taking the finest materials from the world of watchmaking, automotive, aeronautics and jewellery, Vertu have improved them to meet our exacting standards.
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Craftsmanship
There are 25 types of screw used in a handset. Some of the screws are so small that just four human hairs can fit into a single thread.
The backplate of Signature is a fusion of two powerful materials: very hard ceramic on the outside and very strong titanium on the inside.
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Craftsmanship
Each of the 18 keys on the Signature keypad is supported by a ruby bearing. The hardness of ruby contributes to the smoothness of each key touch.
The 20mm speaker is 50% larger than those used in normal mobile phones.
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Craftsmanship
The ceramic pillow pillow that forms the earpiece is as smooth as it is hard-wearing.
Every piece is polished for two days in a secret process.
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Craftsmanship
Before leaving the factory, Vertu’s products are subjected to a number of rigorous tests, including exposure to extreme temperatures ranging from -40° to +85°c.
Each key is tested with over 2 million pushes, theequivalent of making 20 calls a day, everyday, for 25 years.
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©2005 Vertu
Company Confidential
The Collections
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Fine, Jewellery, Precious Sport, Automotive, Tough Classic, World citizen, Jet-Set
Signature Ascent
€7-75k €4-5k €3.5-15k
New Collection
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Vertu Signature Collection
• Inspired by the world of watch making and jewellery, each handset includes 388 mechanical components
• A total of 74 patents protect its design and development
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Vertu Signature Diamond Collection
• The Signature Diamond Collection is the ultimate expression of craftsmanship and exclusivity
• Each piece is made to order and is for those who desire something precious that sets them apart
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Vertu Ascent Collection
• The Vertu Ascent is inspired by the design of classic sports cars and is as tough as it is elegant
• The Liquidmetal™ chassis is flexed under 55 kilograms of force to check for elasticity and ‘return to form’ in the event of being dropped
• Every component in an Ascent is Crafted for Performance
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The tests
It can even withstand being run over by a racing car
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Vertu Ascent Special & Limited Editions
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New collection
• The first world-enabled phone to bring together premier technology with First Class service
• Boasting the widest network availability in its class and a range of product features all designed to assist an international lifestyle
World clockFlight status reportReal time currency converterGlobal weather forecast
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©2005 Vertu
Company Confidential
Vertu Concierge
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Vertu Concierge
• Each Vertu handset has a dedicated button connecting to the Vertu Concierge service
• Available around the world, around the clock, and in a number of local languages
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Vertu Concierge - lifestyle services
Chauffeur serviceRestaurants
Personal ShoppingDomestic ServicesTravel/Holidays
Relaxation
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©2005 Vertu
Company Confidential
Where we are today
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Increased recognition
One of the top selling brands in our Harrods Watch Center
- Goldsmiths
“That is a Vertu isn’t it?”- HK taxi driver
“Solid Incremental Business”-Tourneau
“Now we know you are serious”- Richemont Group
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Working with some of the finest retailers in the world
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International presence
262 Stores34 Countries
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Visual merchandising
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Store design concept
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Advertising
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Sponsorship & PR
Sponsorship of related events & combined integrated campaigns
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Instore and merchandising - Motorsport Limited Edition
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Instore and merchandising - Pink Special Edition
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Award winning design & communication campaigns
A leading UK Marketing trade publication have awardedVertu’s brand agency for its designs for Retail and Motorsport Advertising & sponsorship campaign.
The impact of the work on Vertu’s bottom line impressed the judges. Sales rose by 200% and web traffic by 52%.
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Training
Our successful training programmes can be tailored to suit anycompany’s needs and requirements:
• Detailed Brand Overview
• Detailed Product OverviewKey features of the Products Key selling pointsBasic understanding of mobile phone technology
• Aftersales serviceHow to assess and respond to queries in the field
• Account management
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©2005 Vertu
Company Confidential
2006 and beyond
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2006
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2006
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2006 - 2008
Signature
Ascent
New Collection
Collection 4?
New Collection 2
Ascent 2 WCDMACAMERA
*COMMON ARCHITECTURE, TECHNOLOGY BASED ON ASCENT
Signature 2*
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©2005 Vertu
Company Confidential
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OPTIONAL SLIDES
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©2005 Vertu
Company Confidential
Vertu Presentation to (Insert title)
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