This Presentation is based on the Mini Case Study of Chapter 12 of 'A South Asian Perspective Market Management' 14e : Managing a Holistic Marketing Organisation for a Long Run

1. rom Selling Records to Running
Airlines
From Selling Records to Running
Airlines
THE VIRGIN GROUP LTD.

2. Content
• Virgin’s Origin and Proliferation
• Internal Marketing @ Virgin Groups Ltd.
• Socially Responsible – Virgin Unite

3. THE VIRGIN BRAND
 Debuted in 1970
 Retail Selling Records
by Post
1st Record Shop
on
London’s Oxford
Street

4. 1973: Birth of VIRGIN
BRAND LABEL
• SEX PISTOLs
• SMASHING
PUMPKINS
• JANET
JACKSON

5. VIRGIN GROUP LTD.
Founded by
Richard Branson
and Nick Powell
Core Business Areas

6. Also manages…
More than 400 companies
worldwide!!!

7. RICHARD BRANSON
Creative thinker
Open to New Ideas
Visions and
Principles

8. Treat people well
Employees as important as
customers
Managers share vision
UGC- User Generated
Content at Virgin

9. Employer Branding Campaigns
HappyEmployees
Happy Customers

11. • Attention to detail
•Impeccable
service
•Diligent Customer
Care Units

14. Projects of
The Elders
The B Team
The
Carbon
War Room
Ocean Unite

15. Inspire
Connect
Support: Training, Mentoring, Funding
How does Virgin Unite
WORK?

16. Branson Centre of Entrepreneurship: South Africa
Branson Centre of Entrepreneurship: Jamaica
• supported over 3,500 entrepreneurs
•Helped grow food in South Africa using 80% less water
•Awareness of African philosophy through meaningful
brands
•Changed lives in Soweto
•Online training and mentoring platform for
entrepreneurs
•Increasing incomes and job security for
Jamaica
• Online learning in Caribbean
•Farming Blue Mountain coffee cooperatively

17. Communities
EVE BRANSON FOUNDATION
PRIDE N’ PURPOSE
THE BHUBEZI COMMUNITY
BIG CHANGE

18. Voices
LGBT RIGHTS
CONSERVATION
DRUG POLICY REFORMCRIMINAL JUSTICE REFORM

19. BIODIESEL IN VIRGIN ATLANTIC
•100% profit from Virgin Atlantic on
Renewable Energy
•Earth Challenge

20. SUMMARY
• Open Internal Communication works for the
company
•Employees before Customers- Mantra of Branson
•VirginUnite – venture that will survive in future
• Virgin galacticis the next challenge
•Consistency andflexibility is the soul to virgin
group ltd

21. DISCLAIMER
Created by Akanksha Rai Sharma, MSIT
During a marketing internship by Prof. Sameer
Mathur , IIM Lucknow