Promotional Strategies: Virgin Mobile India

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Promotional Strategies: Virgin Mobile India

  1. 1. PROMOTIONAL STRATEGIES <ul><li>SHRUTHI RAJAN </li></ul>
  2. 2. SEEKING YOUNGISTAN <ul><li>Strategy - Tailored, more relevant offering for a single, distinct segment </li></ul><ul><li>Positioned as a youth centric brand. </li></ul>
  3. 3. Why this segment? <ul><li>Target customers aged between 15 and 30 years. </li></ul><ul><li>Estimated population in India of people between </li></ul><ul><li>15 and 30 years - 400 million. </li></ul><ul><li>Distinct mobile phone usage habits by the young </li></ul><ul><li>users present a huge advantage: </li></ul><ul><ul><li>Early adopters. </li></ul></ul><ul><ul><li>They make more and longer out-bound voice </li></ul></ul><ul><ul><li>calls. </li></ul></ul><ul><ul><li>Significant users of SMS, potentially large </li></ul></ul><ul><ul><li>customers for other value added services. </li></ul></ul><ul><ul><li>Shorter handset upgradation cycle - under </li></ul></ul><ul><ul><li>12 months. </li></ul></ul>
  4. 4. Ad Tagline - “Think Hatke” <ul><li>Richard Branson – ‘There is no point in Virgin doing anything, unless we can make a difference.’ </li></ul><ul><li>The branding and marketing style of Virgin comes with a difference. </li></ul>
  5. 5. <ul><li>10 paisa every minute for incoming. </li></ul><ul><li>Revolution in India’s mobile world with the offer of rock-bottom call rates and a unique cash back offer for receiving calls. </li></ul>
  6. 6. Virgin Launches First <ul><li>Get paid to receive calls </li></ul><ul><li>50 paise to any local network </li></ul><ul><li>TGI the weekend Bolt-on </li></ul><ul><li>One Touch access to V-Bytes </li></ul><ul><li>Unlimited access to V-Bytes for a simple daily charge </li></ul><ul><li>100% colour, 100% FM’ handsets </li></ul><ul><li>Easy Handset upgrades </li></ul><ul><li>Personalised Care </li></ul><ul><li>Bling Phones </li></ul><ul><li>Safe Secrets SMS folder </li></ul>
  7. 7. ADVERTISING <ul><li>TV COMMERCIALS </li></ul><ul><li>INTERNET BASED ADS </li></ul>
  8. 8. TV Ads <ul><li>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, </li></ul><ul><li>use lambent wit. </li></ul><ul><li>Emphasis on the idea - Find a </li></ul><ul><li>way around, rather than a way </li></ul><ul><li>against. </li></ul>
  9. 9. Internet Ads
  10. 16. Sales Promotion
  11. 17. SALES PROMOTIONAL <ul><li>Online Participation </li></ul><ul><li>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. </li></ul>
  12. 18. <ul><li>Free Virgin Mobile Minutes </li></ul><ul><li>Virgin mobile releases codes in order to encourage customers to top up more frequently, and to reclaim old customers who have not topped up in a while. By offering promo codes for free minutes, Virgin Mobile gets their customers to top up more often, or twice in one month. This is a win win situation for the customer and Virgin Mobile. </li></ul>
  13. 19. <ul><li>Online Purchase Schemes </li></ul>
  14. 20. <ul><li>Virgin Mobile Insider Program </li></ul><ul><li>Used for research and development of new products. Virgin Mobile Insiders may be asked to evaluate and provide feedback on a promotion or phone before it is released to the public. Such insiders are sent free phones and other swag. </li></ul>
  15. 21. <ul><li>Tie-up with MySpace </li></ul><ul><li>Virgin Mobile has tied up with MySpace for providing social networking services. C ustomers by provided instant access to world's largest social networking site at no extra-cost. </li></ul>
  16. 22. Virgin on Campus <ul><li>Virgin invites students to be brand ambassadors and request them to sell Virgin merchandise such as T-shirts. In return, it invites groups of students for counselling sessions. </li></ul><ul><li>Virgin has also installed television sets in college canteens to encourage students to produce content on any subject which is then aired. </li></ul>
  17. 23. Publicity <ul><li>Richard Branson - Outrageous, flamboyant, unconventional, maverick entrepreneur. </li></ul><ul><li>True to style, Branson unveiled his mobile brand with a 15-storey jump off a hotel building. </li></ul>
  18. 24. Direct Marketing <ul><li>Internet portal: The official portal of Virgin gives a lively feeling and has a very jazzy look. </li></ul>
  19. 25. <ul><li>44 per cent of total Internet population in India lies within the age group of 19-24 years. Youth customers spend significant chunk of their time online. </li></ul><ul><li>Convenience of buying from home. </li></ul><ul><li>Customers rewarded with additional talk time, extra messages and other freebies. </li></ul><ul><li>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. </li></ul>
  20. 26. EVENTS AND EXPERIENCE <ul><li>Virgin Festival: Virgin Mobile organizes Virgin Music Festivals allowing customers to &quot;Book The Band&quot; by voting for who they want to see in an open show . </li></ul>
  21. 27. Personal Selling <ul><li>KIOSK </li></ul><ul><li>Trained customer care personnel address queries. </li></ul><ul><li>Help in educating the end consumer. </li></ul>

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