Isbm Answer Provided Mobile +91 9924764558 or +91 9447965521

, KSBM, IIBMS, IGNOU, All Indian and International Universities

Case study solution, project report, assignment answers

ANSWERS PROVIDED BY Dr. PRASANTH S(MBA, PhD, DME)

+91 9447965521, +91 9924764558prasanththampi1975@gmail.com

Question Papers

ISBM MARKETING MANAGEMENT

MARKETING MANAGEMENT

Page 1 Out of 1

Total Marks: 80

Q 1.) VIRGIN MOBILE (20 MARKS)

INTRODUCTION

Virgin Mobile, a leading branded venture capital organization, is one of the world’s most recognized

and respected brands. Conceived in 1970 by Sir Richard Branson, the Virgin Mobile Group has gone

on to grow very successful businesses in sectors ranging from mobile telephony, to transportation,

travel, financial services, leisure, music, holidays, publishing and retailing. Virgin Mobile has created

more than 200 branded companies worldwide, employing approximately 50,000 people, in 29

countries. Its revenues around the world in 2006 exceeded ¢G10 billion (approx. US$20 billion).

In Indian mobile market, Virgin mobile is a unique player based on its business model and strategy. It

is the only service provider which does not hold any bandwidth and mobile setup infrastructure but

uses Tata Teleservices spectrum and is penetrating market totally on its branding and marketing

strategy. Creating a niche brand and promoting it to specific customer segment with proper marketing

has been the key success factor for virgin mobile across the globe. So, from marketing and customer

understanding point of view, this is a very unique company to study.

UNDERSTANDING VIRGIN¡¦S BUSINESS MODEL:

Virgin has promoted itself as the brand for young India, keeping the Indian youth as its target

customer segment. The idea behind targeting this segment can be found inherited in virgin¡¦s business

model. The salient features of Virgin¡¦s business model from customer perspective are:

1) With intensive competition and reducing voice tariffs, the profit margins for voice service are

decreasing day by day....