Vertu Mobile Phones: Luxury Redefined

            
 
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This case study was compiled from published sources, and is intended to be used as a basis for class discussion. It is not intended to illustrate either effective or ineffective handling of a management situation. Nor is it a primary information source.



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Case Details:

Price:

Case Code : MKTG151 For delivery in electronic format: Rs. 300;
For delivery through courier (within India): Rs. 300 + Rs. 25 for Shipping & Handling Charges

Themes

Marketing Mix
Case Length : 11 Pages
Period : 2002-2006
Organization : Vertu
Pub Date : 2006
Teaching Note : Not Available
Countries : Worldwide
Industry : Telecom

Abstract:

Vertu, a subsidiary of Nokia, is a maker of luxury mobile phones. The case traces the beginnings of the company and its growth. It describes the new product launches of the company, its target markets, and the threats that the company faces. The case ends with a brief discussion on the future prospects of the company.

Issues:

Understand the importance of identifying or creating new niches in a mature market

Understand different approaches to product differentiation

Analyze the prospects for highly priced phones in global markets

Gain insights into the nature of the market for luxury products

Contents:

  Page No.
Introduction 1
Background Note 1
What Goes into a Vertu? 2
Vertu Collections 2
The Concierge Service 3
Who Buys the Vertu? 4
Threats 4
Outlook 6
Exhibits 8

Keywords:

Vertu mobile phones, Luxury mobile phone market, Marketing luxury products, Vertu collections, Marketing high-end mobile phones

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