Mobiado Luxury Mobile Instruments: Form over Features
(9 pages of text)
In 2016, the founder and sole owner of Mobiado, a Canadian line of luxury mobile phones, was evaluating his company’s marketing strategy. Proud of what he had achieved and passionate about his role as designer of one of the most unique and distinctive product lines in the category, he reflected on how he might need to adjust his company’s strategies to fit current trends and to remain competitive. Could the Mobiado product line continue to succeed by offering exclusive precision-engineered mobile instruments without the latest smartphone features? Would the new breed of luxury consumers continue to value form over function?
This case is suitable for undergraduate and graduate courses in marketing, channel marketing, product management, and marketing strategy. After completion of the case, students will be able to
- analyze the 3Cs (customers, competitors, and company) and the marketing mix in the luxury mobile phone market;
- discuss the unique characteristics of luxury goods and the consumers who buy them;
- construct customer personas representing the current and future state of luxury mobile phone consumers and evaluate the usefulness of these personas in generating actionable consumer insights;
- identify the market research opportunities appropriate for Mobiado; and
- analyze the Mobiado marketing mix (its product, price, promotion, and place strategies) and propose necessary adjustments.
Canada, Small, 2015
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