Page 193 - 100 Great Marketing Ideas (100 Great Ideas)

Nokia wanted to tap into this market, but the Nokia brand does not
carry the right image for this upper-crust group.
Nokia therefore introduced a new brand, Vertu, to cover its
upmarket cellphones. These are, as one might expect, seriously
upmarket: although the “works” have to be the same as in any other
Nokia cellphone, the exteriors are diamond-encrusted works of art.
Vertu phones are priced between £4,000 and £15,000, so they are
certainly not for the average adolescent text-messager.

In practice

• Consider whether your product or service could appeal to another

segment if value could be added.

• Always develop a separate brand for each segment—this will

take investment, but it will be worth it.

• Don’t assume that people will only buy more of something if

it’s cheaper.

184 • 100 GREAT MARKETING IDEAS