Marketers of technologic& products such as cell phones have become very focused on segmentation. They segment on benefits sought, allowing consumers to pick from many popular phone features including Bluetooth technology, camera, games, video screens. Speakerphone and vote dialing consumers make choices based on style and price, with most prices ranging from $20 to $800. To move style to the next level and to target the high-end consumer, Nokia offers Vertu, the luxury brand, which comes in platinum and gold. Vertu prices begin at around $5,000, with diamond-studded phones selling at more than $30,000. Visit Vertu on the Web at www.vertu.com and compare this site to Nokia's general site at www.nokia.com
1. Explain how the design of each Web site relates to positioning of the products featured.
2. What do you think of the Vertu luxury brand?
3. Nokia uses a different brand name for its luxury brands. Is this a good decision? How else night this product be marketed differently than other Nokia brands? Consider distribution and promotion.