Virgin Mobile sought to target young Indian customers aged 15-30, a segment of over 400 million people. They positioned themselves as a youth-centric brand and aimed to spread brand awareness and satisfy unmet needs of this segment. Their marketing strategy included affordable call rates, social media promotions, music festivals, and an unconventional founder in Richard Branson to appeal to young Indians' carefree spirit.

2. Seeking YoungistanStrategy - Tailored, more relevant offering for single, distinct segment

3. Positioned as a youth centric brand.Why this segment?Target customers aged between 15 and 30 years.Estimated population in India of people between 15 and 30 years - 400 million.Distinct mobile phone usage habits by the young users present a huge advantage:Early adopters.They make more and longer out-bound voice calls. Significant users of SMS, potentially large customers for other value added services.Shorter handset up gradation cycle - under 12 months.

4. Ad Tagline - “Think HatkeRichard Branson – ‘There is no point in Virgin doing anything, unless we can make a difference.’The branding and marketing style of Virgin comes with a difference.

5. 10 paisa every minute for incoming. Revolution in India’s mobile world with the offer of rock-bottom call rates and a unique cash back offer for receiving calls.

6. ObjectiveSpread brand awareness and create a foothold in this market segment for itself and satisfy some unmet customer needs.Virgin mobile had to communicate its brand in a way such that the customers notice it and perceive it as being a bit different.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.

7. AdvertisingTV COMMERCIALS

8. INTERNET BASED ADSTV AdsVirgin 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.Emphasis on the idea - Find a way around, rather than a way against.

9. Internet Ads

11. Sales promotionalOnline ParticipationAllows customers to earn free airtime by participation in online advertisements and media.Party Line 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.

12. Sales promotional Contd….Free Virgin Mobile MinutesWin win situation for the customer and Virgin Mobile.Virgin Mobile Insider ProgramFree phones and swags to insiders in exchange of feedbacksVirgin on Campus:Students becomes brand ambassador and sell Virgin merchandise in exchange of counseling sessions .Encourage students to produce content.

13. Online Purchase SchemesTie-up with MySpace Providing free and instant access to world’s largest social networking site

14. Richard Branson – Outrageous, flamboyant, unconventional, maverick entrepreneur.True to style, Branson unveiled his mobile brand with a 15-storey jump off a hotel building.Publicity

15. Direct MarketingInternet portal: The official portal of Virgin gives a lively feeling and has a very jazzy look.

16. Direct Marketing Contd..Youth customers spend significant chunk of their time online. Convenience of buying from home.Customers rewarded with additional talk time, extra messages and other freebies.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. Online viral campaign: Interactive micrositeto promote its new ‘SMS Free After First Three’ tariff plan

17. Direct Marketing Contd.. ParentalEnlightment Kit: A series of tools kids can use to persuade their parents to buy them a Virgin Mobile phone. A guerrilla marketing campaign targeting parentsEvents and ExperienceVirgin 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 .Rockathon: Virgin Mobile, in partnership with Yahoo and Planet M are attempting a rocking feat! 100 hours of live music

18. Personal SellingKIOSK Trained customer care personnel address queries.Help in educating the end consumer.

19. Offerings

20. StrengthsThe branding and marketing style of Virgin comes with a differenceThe ad causes the consumer to pay attention.The ad properly reflects the consumer’s level of understanding of and behaviors with the service.Internet portal: The official portal of Virgin gives a lively feeling and has a very jazzy look. The best part is the commercials…no more communication with 999 plan and free lifetime incoming calls…rather quite unique and

21. WeaknessYour audience should think that ‘they understand us’ rather than us saying so.They got it right in the product packaging but didn’t find the spot as engaging as the launch ads.

22. RecommendationsYour audience should think that ‘they understand us’ rather than us saying so.They got it right in the product packaging but didn’t find the spot as engaging as the launch ads.