Download - Virgin mobile
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•Strategy - Tailored, more relevant offering for single, distinct segment •Positioned as a youth centric brand.
Seeking Youngistan
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Why this segment?
• Target customers aged between 15 and 30 years.• Estimated population in India of people between 15 and 30
years - 400 million.• Distinct mobile phone usage habits by the young users present
a huge advantage:– Early adopters.– They make more and longer out-bound voice calls. – Significant users of SMS, potentially large customers for
other value added services.– Shorter handset up gradation cycle - under 12 months.
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Ad Tagline - “Think Hatke
• Richard Branson – ‘There is no point in Virgin doing anything, unless we can make a difference.’
• The branding and marketing style of Virgin comes with a difference.
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• 10 paisa every minute for incoming.
Revolution in India’s mobile world with the offer of rock-bottom call rates and a unique cash back offer for receiving calls.
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Objective
• Spread brand awareness and create a foothold in this market segment for itself and satisfy some unmet customer needs.
• Virgin mobile had to communicate its brand in a way such that the customers notice it and perceive it as being a bit different.
• Virgin found that its users cared more about community than utility, so had to ensure its offerings were tailored to suit this group's preferences.
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Advertising
•TV COMMERCIALS•INTERNET BASED ADS
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TV Ads
• Virgin aired commercials where youngsters find ways to win approval in sticky situations. While Indian youngsters had a carefree spirit, there is a lurking desire for legitimacy in whatever they do. TV Commercials: Popular ads, use lambent wit.
• Emphasis on the idea - Find a
way around, rather than a way
against.
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Internet Ads
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Sales promotional
• Online Participation
Allows customers to earn free airtime by participation in online advertisements and media.
• Party Line An innovative strategy to attract youth with its
new plan which allows up to 6 friends to form a group and connect with each other by dialing a number.
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Sales promotional Contd….
• Free Virgin Mobile Minutes Win win situation for the customer and Virgin Mobile.
• Virgin Mobile Insider Program Free phones and swags to insiders in exchange of
feedbacks
• Virgin on Campus: Students becomes brand ambassador and sell Virgin
merchandise in exchange of counseling sessions .Encourage students to produce content.
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• Online Purchase Schemes• Tie-up with MySpace
Providing free and instant access to world’s largest social networking site
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• Richard Branson –
Outrageous, flamboyant,
unconventional, maverick
entrepreneur.• True to style, Branson
unveiled his mobile
brand with a 15-storey
jump off a hotel building.
Publicity
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Direct Marketing
• Internet portal: The official portal of Virgin gives a lively feeling and has a very jazzy look.
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Direct Marketing Contd..
• Youth customers spend significant chunk of their time online.
• Convenience of buying from home.• Customers rewarded with additional talk time, extra
messages and other freebies.• E.g.: Bak Bak offer provides online customers Rs. 100
worth of free talktime, 500 free SMSs, lifetime validity and a free prepaid connection on purchase of every handset.
• Online viral campaign: Interactive microsite to promote its new ‘SMS Free After First Three’ tariff plan
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Direct Marketing Contd..
• ParentalEnlightment Kit: A series of tools kids can use to persuade their parents to buy them a Virgin Mobile phone. • A guerrilla marketing campaign targeting parents
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Events and Experience
• Virgin Festival: Virgin Mobile organizes Virgin Music Festivals allowing customers to "Book The Band" by voting for who they want to see in an open show .
• Rockathon: Virgin Mobile, in partnership with Yahoo and Planet M are attempting a rocking feat! 100 hours of live music
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Personal Selling
• KIOSK
Trained customer
care personnel
address queries.
• Help in educating
the end consumer.
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Offerings
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Strengths
• The branding and marketing style of Virgin comes with a difference
• The ad causes the consumer to pay attention.
• The ad properly reflects the consumer’s level of understanding of and behaviors with the service.
• Internet portal: The official portal of Virgin gives a lively feeling and has a very jazzy look.
• The best part is the commercials…no more communication with 999 plan and free lifetime incoming calls…rather quite unique and
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Weakness
• Your audience should think that ‘they understand us’ rather than us saying so.
• They got it right in the product packaging but didn’t find the spot as engaging as the launch ads.
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Recommendations
• Your audience should think that ‘they understand us’ rather than us saying so.
• They got it right in the product packaging but didn’t find the spot as engaging as the launch ads.
![Page 24: Virgin mobile](https://reader033.vdocuments.mx/reader033/viewer/2022061109/54517741af79591b038b7f50/html5/thumbnails/24.jpg)