The document outlines Virgin Mobile's marketing strategy in India, focusing on establishing a youth-centric brand with a strong global presence while addressing its strengths and weaknesses. Key insights include a 20-30% growth in handset sales and rising retail costs, alongside risks such as falling handset prices and market saturation. The company utilizes innovative advertising methods to resonate with young consumers and emphasizes a commitment to customer service through an effective operational strategy.

1. Presented by Asim Noman
Telecommunication
Marketing

2. Global
Presence

3. • Treating customers with
respect.
•Add value to customer experience.

5. SEEKING YOUTH
Positioned as a youth centric brand.

7. • Strong Global Brand
• Limited overlap with Tata’s existing
Strengths
customers
• Very low fixed costs as it leases Network
Time
• Not tied to a particular Technology

8. Weaknesses
• Dependent on Partners for pricing,
capacity
• Non serious image may not go well with
conservative Indian consumer.
• Limited understanding of India Market

9. Opportunities
• Growth of 20-30% handset sales
volumes
• Organized 7% by revenue, 1% by outlets.
• Few established competitors

10. • Rising Retail Costs.
• Lack of number portability - switching
barriers.
Threats
• Falling Handset prices
• Saturation - Mobile penetration in
excess of 40%.

11. New
Entrants
Supplier Competitive Buyer
Power Rivalry Power
Substitution
Threats

12. Ad Tagline - “Think Hatke”
„There is no point in Virgin doing anything,
unless we can make a difference.‟
Richard Branson

13. Advertising
• TV COMMERCIALS
• INTERNET BASED ADS

14. TV Advertisements
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.
Emphasis on the idea - Find a way around,
rather than a way against.

15. Internet Ads

19. Business Level Strategy
Sanjay Singh, • Compare call trends and
General Manager monitor KPI’s & work
effectively resolving any
of Operations service quality issues much
Virgin Mobile faster to drive customer
India satisfaction

20. Corporate Level Strategy
350 agents working in
three shifts providing
VCare to hundreds of
thousands of customers
using the Avaya ACD
environment.