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Virgin mobile

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Virgin mobile

  1. 1.
  2. 2. Seeking Youngistan<br /><ul><li>Strategy - Tailored, more relevant offering for single, distinct segment
  3. 3. Positioned as a youth centric brand.</li></li></ul><li>Why this segment?<br />Target customers aged between 15 and 30 years.<br />Estimated population in India of people between 15 and 30 years - 400 million.<br />Distinct mobile phone usage habits by the young users present a huge advantage:<br />Early adopters.<br />They make more and longer out-bound voice calls. <br />Significant users of SMS, potentially large customers for other value added services.<br />Shorter handset up gradation cycle - under 12 months.<br />
  4. 4. Ad Tagline - “Think Hatke<br />Richard Branson – ‘There is no point in Virgin doing anything, unless we can make a difference.’<br />The branding and marketing style of Virgin comes with a difference. <br />
  5. 5. 10 paisa every minute for incoming.<br /> Revolution in India’s mobile world with the offer of rock-bottom call rates and a unique cash back offer for receiving calls. <br />
  6. 6. Objective<br />Spread brand awareness and create a foothold in this market segment for itself and satisfy some unmet customer needs.<br />Virgin mobile had to communicate its brand in a way such that the customers notice it and perceive it as being a bit different.<br />Virgin found that its users cared more about community than utility, so had to ensure its offerings were tailored to suit this group's preferences. <br />
  7. 7. Advertising<br /><ul><li>TV COMMERCIALS
  8. 8. INTERNET BASED ADS</li></li></ul><li>TV Ads<br />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.<br />Emphasis on the idea - Find a <br /> way around, rather than a way <br /> against. <br />
  9. 9. Internet Ads<br />
  10. 10.
  11. 11. Sales promotional<br />Online Participation<br />Allows customers to earn free airtime by participation in online advertisements and media.<br />Party Line<br /> An innovative strategy to attract youth with its new plan which allows up to 6 friends to form a group and connect with each other by dialing a number.<br />
  12. 12. Sales promotional Contd….<br />Free Virgin Mobile Minutes<br />Win win situation for the customer and Virgin Mobile.<br />Virgin Mobile Insider Program<br />Free phones and swags to insiders in exchange of feedbacks<br />Virgin on Campus:<br />Students becomes brand ambassador and sell Virgin merchandise in exchange of counseling sessions .Encourage students to produce content.<br />
  13. 13. Online Purchase Schemes<br />Tie-up with MySpace<br /> Providing free and instant access to world’s largest social networking site<br />
  14. 14. Richard Branson – <br />Outrageous, flamboyant, <br />unconventional, maverick<br /> entrepreneur.<br />True to style, Branson <br />unveiled his mobile <br />brand with a 15-storey <br />jump off a hotel building.<br />Publicity<br />
  15. 15. Direct Marketing<br />Internet portal: The official portal of Virgin gives a lively feeling and has a very jazzy look. <br />
  16. 16. Direct Marketing Contd..<br />Youth customers spend significant chunk of their time online. <br />Convenience of buying from home.<br />Customers rewarded with additional talk time, extra messages and other freebies.<br />E.g.: BakBak 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. <br />Online viral campaign: Interactive micrositeto promote its new ‘SMS Free After First Three’ tariff plan<br />
  17. 17. Direct Marketing Contd..<br /><ul><li> ParentalEnlightment Kit: </li></ul>A series of tools kids can use to persuade their parents to buy them a Virgin Mobile phone. <br /><ul><li> A guerrilla marketing campaign targeting parents</li></li></ul><li>Events and Experience<br />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 .<br />Rockathon: Virgin Mobile, in partnership with Yahoo and Planet M are attempting a rocking feat! 100 hours of live music<br />
  18. 18. Personal Selling<br />KIOSK<br /> Trained customer <br /> care personnel <br />address queries.<br />Help in educating <br /> the end consumer.<br />
  19. 19. Offerings<br />
  20. 20. Strengths<br />The branding and marketing style of Virgin comes with a difference<br />The ad causes the consumer to pay attention.<br />The ad properly reflects the consumer’s level of understanding of and behaviors with the service.<br />Internet portal: The official portal of Virgin gives a lively feeling and has a very jazzy look. <br />The best part is the commercials…no more communication with 999 plan and free lifetime incoming calls…rather quite unique and<br />
  21. 21. Weakness<br />Your audience should think that ‘they understand us’ rather than us saying so.<br />They got it right in the product packaging but didn’t find the spot as engaging as the launch ads.<br />
  22. 22. Recommendations<br />Your audience should think that ‘they understand us’ rather than us saying so.<br />They got it right in the product packaging but didn’t find the spot as engaging as the launch ads.<br />

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