Communication mid term strategy 2013-2015

Presentation flow

Situation AnalysisStrategic StepsTarget Segment SelectionBrand PositioningAction Plan

SWOT Analysis

High quality materialsStylish lookWell-known brand

STRENGTHS

OPPORTUNITIES

WEAKNESSES

THREATS

Poor aftersales serviceSlow concierge serviceOutdated brand image

Smartphone high segmentmodels can’t satisfyindividuality seekers

Premium brands expectationsshifts from show-offto exclusive functionality

Strategic Steps

To propose exclusive service conditions (e.g. unlimited warranty and phone replacement on the period of repair)To train concierge for faster service

Get over the product weaknesses

#1

To attract to VERTU consumers with strong individuality needTo increase the value of non-functional VERTU benefits: exclusive sense of touch, sound effects, concierge service etc.

Strategic Steps #2Re-position brand to use product strengths and market opportuni-ties more effectively

Target Segment Selection

Mobiado and HTC smartphones claim the Sensual Trendsetters.But VERTU potential is the strongest for this segment.

Target Segment Selection

VERTU provides select sensations for Sensual Trendsetters becauseof exclusive sense of touch, unique design, symphonic sound etc.

VERTU is not just a number of functions or technologies.

VERTU creates a unique sensory experience for each client by product design, materials, optical quality, audio performance and curated services.

You do not pay for cell phone. You pay for the priceless VERTU sensations!

VERTU Select Sensation

VERTU Select Sensation

2012. Show-off VERTU is a key to exclusive venues

2013. IndividualityVERTU provides unique sensations

Global Strategy

Proposed brand positioning is totally in line with global strategy

5-sense marketing tools for Select Sensation concept implementation

Sight

Touch

Hearing

Smell

Taste

SightSelect Sensation

pr and events references

Modern art supportModern art events sponsorship

Strategic sponsorship at various levels answering the demands of the strategy “Select sensation”. Working out and development a sponsorship plan that meets the objectives with a focus on modern art as a part of visual perception. Examples of art figures and concepts for brand sponsorshipArt objects, sculptures and installations by Erwin Wurm (One Minute sculpture), Patrick Demarchelier (Dior.Couture), Installations by Jonathan Meese, Performances and exhibitions by Anatoly Gankevich (Fuji-golf), installations and objects by Victor Freydenberg. Exclusive special art project- “5 senses” exposition for Vertu brand promotion. Complex marketing installation devoted to the experience of global perception. Art exhibition designed to engage every sense. “Senses of Creativity” will provide an experience for art lovers that blends two or more of the senses together in interactive works of art. Top view venues selection for brand events: Moscow Museum of Modern Art, Triumph Gallery, Theatre Centre on Strastnoy boulevard, Digital October, State Department Store, Vremena Goda Gallery, Black eye Gallery on the territory of Moscow International House of Music.

SIGHT

SIGHT

TouchSelect Sensation

pr and events references

Variants of creative decisions:

1. Creative promo approach to Vertu presentation. Contemporary stand design - interactive space on the exhibitions and architectural design unique promo stands mixed with interactive panels and services

2. White rabbits, sphinx cats and other tactile animals could be a unique decoration of special events and presentations

3. Tactile сinematograph movie theatre sponsorship (Salvador Dali, Konstantin Semin , Peter Weibel, Valie Export, Totart etc)

4. Exclusive high line vehicle interior from Vertu in collaboration with luxury automobile brands

Interactive touch experience promo projects

TOUcH

HearingSelect Sensation

pr and events references

Sponsorship brand strategy:

1. The Metropolitan Opera (New York) on-line broadcasting projects in Cinema Hall of State Department Store in Moscow

2. Collaboration with Moscow International House of Music. Experimental music formats, which are thought to be ahead of its time, i.e. containing unique or original elements, or unexplored fusions of different genres. It should be something special but not too avant-garde (free jazz, free improvisation, fusion, trip hop)

3. Regular invitations to exclusive abroad music events for VERTU consumers

4. “Open form” chance music creative event (Open form is a term used for mobile or polyvalent musical forms.)

Modern Orchestra support

HEARING

SmellSelect Sensation

pr and events references

Implementing strong marketing communication of the project “Aroma feeling of luxury perception” in collaboration with luxury perfume brands (Gucci, Burberry, Yves Saint-Laurent) using aroma marketing tools and sensory branding.

Aroma brand image campaign:

1. Vertu aroma boutiques: new shopping experience. Aroma influence on the sale-points plays the role of new positive experience and becomes a new attractive element of the boutique design and luxury atmosphere. This innovation will bring into focus multisensory communication strategy with the consumers

2. Exclusive aroma new product development from Vertu brand3. Print add visuals with aroma effects

VERTU aroma brand development & co-promotion with luxury perfume brands

SMELL

TasteSelect Sensation

pr and events references

1. Complex marketing campaign and selective sponsorship of high-level wine-gastronomic events and festivals in the luxury restaurants on the top floors of Moscow skyscrapers (Sky Lounge, White Rabbit, Karlson etc) Take it higher- experience Vertu!

2. Grand opening of Vertu bar & restaurant3. Extended pr-campaign of Vertu concierge service in collaboration with the

most high level restaurants and wine boutiques. Thematic enogastronomic dinners and alcohol drinks degustations (high level gentlemen’s clubs, private communities)

VERTU bar with special menu & co-branding with restaurants, cocktails, dishes

TASTE

Action Plan 2013-2014

`Budget estimation,

Euro

2013 2014

4 5 6 7 8 9 10 11 12 1 2 3 4 5 6 7 8 9 10 11 12

VERTU service & concierge improvement

-

Brand Positioning & Creative concept development

100 000

Service & concierge improvement PR support

200 000

‘Select Sensation’Media & PR campaign

800 000

‘Select Sensation’ events 800 000

‘Select Sensation’in-store implementation

200 000

`Budget estimation,

Euro

2013 2014

4 5 6 7 8 9 10 11 12 1 2 3 4 5 6 7 8 9 10 11 12

VERTU service & concierge improvement

-

Brand Positioning & Creative concept development

100 000

Service & concierge improvement PR support

200 000

‘Select Sensation’Media & PR campaign

800 000

‘Select Sensation’ events 800 000

‘Select Sensation’in-store implementation

200 000

Thank you.For more details contact us:

Moscow, B. Novodmitrovskaya st. 36, B.1+7 (495) 795 82 43 / m@smart-heart.ru

smart-heart.ru