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Date Submitted: 12/13/2015 03:34 AM
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Case study solution, project report, assignment answers
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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....