analysis of case study on virgin applying principles of "managing a holistic marketing organization for the long run

1. VIRGINRICHARD BRANSON AND THE VIRGIN
GROUP OF COMPANIES IN 2007

2. VIRGINRICHARD BRANSON AND THE VIRGIN
GROUP OF COMPANIES IN 2007
Virgin brain child of Richard
Branson started it’s journey in
1970’s with introduction of
Virgin Records.
Went on to create over 400
companies world wide.
The Virgin name is third most
respected brand in britan.

4. VIRGINRICHARD BRANSON AND THE VIRGIN
GROUP OF COMPANIES IN 2007
Branson-”whenever we find
them,there is clear opportunity
area for Virgin to do a much
better job than the competition.
We introduce trust, innovation,
and customer friendliness where
they don’t exsist”.

5. BRAND DILUTION
Brand dilution due to too many businesses.
Some fumbles: Virgin Cola ,Virgin Cosmetics,
Virgin Vodka.

6. Branson is a master of strategic public stunt
screw it ,let’s do it

11. Branson cares about Virgin’s customers and
The impact his companies have on people
and planet.

12. A team of scientists, entrepreneurs, and
environmental enthusiasts consult with Virgin
about what it needs to do on a grassroots and
global level. The goal is to change the way
“businesses and the social sector work together—
driving business as a force for good.”

13. Corporate responsibility and sustainable
development (CR/SD) a key priority for every
one of his companies
Branson stated, “I believe that in the future, we will
be able to enjoy healthy and fulfilling lifestyles
whilst minimizing the negative impact we have
on the world.”

14. Virgin categorizes its business into 8 socially
responsible and sustainable groups
1. Flying high
2. We’re all going on a summer holiday.
3. Staying in touch
4. Watching the pennies
5. Getting from A to B
6. My body is a temple
7. Out of this world
8. Just get out and relax

15. In 2007, Branson established the Earth Challenge to
award $25 million to any person or group who
develops a safe, long-term, commercially viable
way to remove greenhouse gases from the
atmosphere. Submitted inventions are now being
reviewed by a team of scientists, professors, and
environment professionals.

16. VIRGINRICHARD BRANSON AND THE VIRGIN
GROUP OF COMPANIES IN 2007
How is Virgin unique in its quest to be a
socially responsible and sustainable
company?
1. Virgin Unite-a non-profit
organization.
2. Corporate responsibility and
sustainable development(CR/SD) a
key priority.
3. Virgin wines purchases only from
small farms.
4. “Virgin Green Fund” to tackle global
warming due to emissions.
5. Earth Challenge.

17. VIRGINRICHARD BRANSON AND THE VIRGIN
GROUP OF COMPANIES IN 2007
How do you feel about the
company’s having such a
negative environmental
impact on the world (via air
and rail) and the message it
communicates through
efforts like the Earth
Challenge?

18. VIRGINRICHARD BRANSON AND THE VIRGIN
GROUP OF COMPANIES IN 2007
If it is not Virgin ,some other company
would be responsible for negative
impact on the environment utilizing
the opportunity to address demands
in that field.
Besides ,Virgin is acting responsibly
through various measures and
activities to protect environment.
Virgin is encouraging everyone to be
socially responsible to protect our
planet through efforts like Earth
Challenge

19. VIRGINRICHARD BRANSON AND THE VIRGIN
GROUP OF COMPANIES IN 2007
If you were Richard Branson, what would you
do with Virgin’s holistic marketing strategy?
1. I would continue to move in the direction of
ethical , social, and global strategies to create a
better earth on the global and local scale.
2. I would also continue my direct and
interesting consumer feedback program by
contacting consumers directly to evaluate the
effects of the marketing strategies at hand.
3. Consumers obviously appreciate the “ethical
behavior” and “social responsibility behavior”
that Branson and Virgin has shown and it is
reflected in their profits.

20. SUMMARY

21. DISCLAIMER
 Created by Kolagani Harichandana,NIT Raipur,during
a marketing internship under Prof.Sameer Mathur,IIM
Lucknow.
 K.Harichandana Prof.sameer mathur