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.
Indian Institute of Management,
Marketing Professor 2013 –
Asst. Professor (Marketing) 2009 – 2013
Ph.D. and M.S. (Marketing) 2003 – 2009
• Strategy - Tailored, more relevant offering for a
single, distinct segment
• Positioned as a youth centric brand.
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
– Significant users of SMS, potentially large
customers for other value added services.
– Shorter handset upgradation cycle - under
Ad Tagline - “Think Hatke”
‘There is no point in Virgin doing anything,
unless we can make a difference.’
– Richard Branson
• 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.
• 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
• TV COMMERCIALS
• INTERNET BASED 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
• 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.
• Free Virgin Mobile
• Virgin mobile releases codes
– encourage customers to top
up minutes more frequently
– reclaim old customers who
have not topped up in a while
• Used for R&D for new products
• Virgin Mobile Insiders provide
feedback on a promotion or phone
before it is released to the public.
Social Networks – MySpace
Virgin Mobile has tied up with
MySpace to provide instant access
to a popular social networking site
at no extra-cost.
• Invites students to be brand
• Students sell Virgin merchandise such
• Virgin has installed television sets in
college cafes to encourage students to
produce content on any subject which
is then aired.
• Richard Branson - Outrageous, flamboyant,
unconventional, maverick entrepreneur.
• True to style, Branson unveiled his mobile brand with
a 15-storey jump off a hotel building.
• Internet portal: The official portal of Virgin gives
a lively feeling and has a jazzy look.
• 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.
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 .
• Trained customer care
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