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Virgin mobile

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  • 1. Virgin Mobile
    Group 9
    Arjun Batra 08FT-010
    Gaurav Singhal 08FT-016
    Rajeev Vishwanath 08FT-034
    Rohit Dhuwad 08FT-037
    Sippu Rout 08FT-050
  • 2. About Virgin Mobile
    Virgin Group
    one of the world's most recognized and respected brands
    Tata Tele Services Ltd. (TTSL)
    one of India’s leading private telecom service providers
    offers integrated telecom solutions under the TATA Indicom brand
    uses the latest CDMA technology for its wireless network
    Virgin Mobile India - Virgin-TTSL joint venture:
    a ‘brand franchise’ agreement with TTSL
    and not operating as MVNO
    Target
    break even in 3 years, at a subscriber base of 5mn
  • 3. Market Analysis - STP
    Segmenting
    215 million Indians aged between 14 and 25 years
    75.17 pc of mobile service market shared by GSM operators
    Calling vs VAS
    Targeting Youth Segment
    70 mn own mobile phones in this age group
    Addition of 50 mn new mobile phone subscribers in next 3 years
    account for less than 30 pc of the total, but contribute over 50 pc of the telecom industry's Rs 500mn , expected to reach 350mn
    95 pc of young users are pre-paid subscribers, run out of both talktime and recharging money by the month-end
    VAS to be next in thing with maximum revenue
    Positioning
    As a Youth Brand – “Think hatke”
  • 4. VAS in India
  • 5. Current Marketing Strategy: 4Ps
    Product:
    connection provided by Virgin and supported by TTSL - vBling
    CDMA handsets with RUIM – vSleek, vTrendy, vKewl
    Price:
    Service Pricing – Get paid to receive calls, outgoing calls from virgin costs 50 paise per minute after 2 minutes
    Handset Pricing – at about half the price, Style + Value at low cost
    Place:
    dealers in 47 cities covering all Tier – I cities and major Tier – II cities
    Virgin Mobile branded products and services online
    Promotion:
    find a way around, rather than a way against / Think hatke
    Buzz marketing to get initial attention, followed by attitude based promotion
  • 6. Challenges in achieving the goals
    Number portability:
    difficult to convert existing non-VM subscribers
    limited to CDMA technology and in turn to limited handsets:
    difficult to attract subscribers preferring GSM handsets
    strategy and offerings are yet to be time-tested:
    difficult to continue the initial buzz created
  • 7. Mobile Service – Value Chain
    Virgin Mobile
  • 8. Proposed Marketing Strategy
    Communicate clearly about the value proposition
    'VAS targeted to youth' from lame 'think hatke' tag-line
    Need based instead of generic
    VAS with local content in vernacular language
    ‘Content is king’ in VAS – connect and sell
    Attractive formats like 'Get paid per use' strategy in VAS using Mobile marketing
    compensate by third party advertisement
    Venture into GSM sector through TTSL or other strategic alliances
    Target upcoming fields like m-banking, m-commerce, m-governance
  • 9. Implementation issues
    VAS with local content in vernacular language
    More strategic alliances with content developers
    Need based content development
    'Get paid per use' strategy in VAS using Mobile marketing
    Subscriber base will decide attractiveness for third-party advertiser
    Proper revenue sharing model to be developed
    Venture into GSM sector through TTSL or other strategic partnership
    TTSL has already talked to DoCoMo for GSM operations
    Need for new partnership model
    Target upcoming fields like m-banking, m-commerce, m-governance
    User awareness
    security
  • 10. Marketing Audit Plan
    Surveys targeting youth
    Awareness about VAS
    Awareness about VM’s brand position
    Feedback from retail outlets and distributors
    To find out trends after implementation of proposed strategies
  • 11. Virgin Mobile - Schemes
  • 12. THANK YOU