Virgin Mobile 2008 India Promotional Strategy

PROMOTIONAL STRATEGIES IN INDIA
Disclaimer
These slides were originally prepared by Shruthi Rajan .
They have been reposted by Prof. Sameer Mathur www.smathur.com for non-profit, academic use.

SEEKING YOUNGISTAN
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
calls.
Significant users of SMS, potentially large
customers for other value added services.
Shorter handset upgradation cycle - under
12 months.

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.

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

ADVERTISING
TV COMMERCIALS
INTERNET BASED ADS

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.

Internet Ads

Sales Promotion

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.

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

Online Purchase Schemes

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.

Social Networks – MySpace
Virgin Mobile has tied up with MySpace to provide instant access to a popular social networking site at no extra-cost.

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.

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.

Direct Marketing
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 .

Personal Selling
KIOSK
Trained customer care personnel address queries.

Sameer Mathur, Ph.D. Assistant Professor (Marketing), McGill University www.smathur.com Learn Marketing www.smathur.com/teaching.php Over 10,000 views by management students and business professionals from across the globe Disclaimer These teaching materials have been compiled from multiple, non-credited sources for non-profit, academic use. Copyright is retained by the original content creators.

Virgin Mobile 2008 India Promotional Strategy

by Sameer Mathur on Nov 13, 2010

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Virgin Mobile 2008 India Promotional Strategy — Presentation Transcript