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Virgin Mobile 2008 India Promotional Strategy
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Virgin Mobile 2008 India Promotional Strategy

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Virgin Mobile 2008 India Promotional Strategy

Virgin Mobile 2008 India Promotional Strategy

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  • 1. PROMOTIONAL STRATEGIES IN INDIA Disclaimer: These slides were originally prepared by Shruthi Rajan. They have been edited and re-posted by Professor Sameer Mathur (www.smathur.com) for non-profit, academic use.
  • 2. Sameer Mathur smathur.com Indian Institute of Management, Lucknow Marketing Professor 2013 – Asst. Professor (Marketing) 2009 – 2013 Ph.D. and M.S. (Marketing) 2003 – 2009
  • 3. SEEKING YOUNGISTAN • Strategy - Tailored, more relevant offering for a single, distinct segment • Positioned as a youth centric brand.
  • 4. 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 upgradation cycle - under 12 months.
  • 5. Ad Tagline - “Think Hatke” ‘There is no point in Virgin doing anything, unless we can make a difference.’ – Richard Branson
  • 6. • 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.
  • 7. Launches First • Get paid to receive calls • 50 paise to any local network • TGI the weekend Bolt-on • One Touch access to V-Bytes • Unlimited access to V-Bytes for a simple daily charge • 100% colour, 100% FM’ handsets • Easy Handset upgrades • Personalised Care • Bling Phones • Safe Secrets SMS folder
  • 8. ADVERTISING • TV COMMERCIALS • INTERNET BASED ADS
  • 9. 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.
  • 10. Internet Ads
  • 11. Sales Promotion
  • 12. SALES PROMOTION • Online Participation Virgin Mobile allows customers to earn free airtime by participation in online advertisements and media. For example, you could watch a short commercial and earn a minute of airtime.
  • 13. FREE • Free Virgin Mobile Minutes • Virgin mobile releases codes – encourage customers to top up minutes more frequently – reclaim old customers who have not topped up in a while
  • 14. Online Purchase Schemes
  • 15. Insider Program • Used for R&D for new products • Virgin Mobile Insiders provide feedback on a promotion or phone before it is released to the public.
  • 16. Social Networks – MySpace Virgin Mobile has tied up with MySpace to provide instant access to a popular social networking site at no extra-cost.
  • 17. On Campus • Invites students to be brand ambassadors • Students sell Virgin merchandise such as T-shirts. • Virgin has installed television sets in college cafes to encourage students to produce content on any subject which is then aired.
  • 18. Publicity • Richard Branson - Outrageous, flamboyant, unconventional, maverick entrepreneur. • True to style, Branson unveiled his mobile brand with a 15-storey jump off a hotel building.
  • 19. Direct Marketing • Internet portal: The official portal of Virgin gives a lively feeling and has a jazzy look.
  • 20. • 44 per cent of total Internet population in India lies within the age group of 19-24 years. • 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.
  • 21. 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 .
  • 22. Personal Selling • KIOSK • Trained customer care personnel address queries.
  • 23. Read this book “This book is the bible of Marketing” Prof. Sameer Mathur
  • 24. Over 1 Million views from more than 100 countries Prof. Sameer Mathur Top 1% most viewed Over 250 presentations on Marketing www.BuddingMarkets.com