Problem Statement Virgin Mobil is venturing into the US market and their launch date is July 2002. The company’s goal is to have one million total subscribers by the end of the first year and three million by year four. In order to achieve their goals, the company has to come up with a competitive pricing strategy to attract and retain customers in an already mature market. Recommended course of action Despite a mature US market, the cellular service industry has a market penetration of only
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provides a unique way Virgin Mobile USA can enter the market and gain a following. However, one option stands apart from the others and fits with what Virgin Mobile is trying to convey. Q3. Virgin Mobile’s targeted market selection of 15-29, if marketed successfully, had the greatest potential for growth since it was the least penetrated. Consumers are often very brand loyal, especially with products or services that take up a larger part of their income. This meant that Virgin Mobile must promote their
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Case Study - Virgin Mobile USA PGXPM 10 – ARJUNAS – GROUP VI SERVICE MARKETING Assigned by Prof. D. Sriram MEMBERS: NIRANJAN DAUTKHANI Virgin Group Profile: * Virgin, 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 Group has gone on to grow very successful businesses in sectors ranging from mobile telephony, to transportation
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History of Virgin Mobile USA Virgin, led by Sir Richard Branson, is one of the top three most recognized brands in Britain. The company values money, quality, innovation fun and a sense of competitive challenge. In the past twenty years, Virgin has established more than 200 different corporate entities ranging from airlines, beverages, trains and cosmetics. Also, they usually target the untapped market because they believe that there are great opportunities where the needs and wants of people
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Introduction and Key Issues Virgin, a U.K.-based company is one of the top three most recognized brands in Britain. Virgin’s cellular operations in the U.K. had signed up approximately 2.5 million customers in just three years. The company had a history of brand extensions and one of these extensions is the launch of their wireless phone services in the USA called "Virgin Mobile". The key issue for Virgin Mobile is to select a pricing strategy that will both attract and retain subscribers. There
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TOP PLAYERS IN THE TELECOM INDUSTRY There’s definite excitement in the telecom industry with a few ruling the industry. Globally China Mobile is regarded as one of the biggest players in the telecom industry with a market value of over $213.8 billion. It is also the only telecom operator to have provided operations at Mount Everest. Not so far behind is America’s very own At&t which has a market value of over $200.1 billion dollars. Besides At&t, other telecom sectors fighting for
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Associate Product Manager – Reliance Games - Pune Overview of Reliance Games Reliance Games is the mobile gaming division of Reliance Entertainment Group whose subsidiaries include entities like Dreamworks SKG, IM Global and Codemasters. Currently operating four studios worldwide, the company has a strong, multi-disciplinary, and cross-skilled team spanning across the US, UK, Japan, Korea and India. Reliance Games' portfolio presently includes more than 600 games for over 2000 devices across various
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their R&D centres in India. In last 5 years, global giants in mobile devices have set up their manufacturing facitilities in India EXISTING RIVALRY IN INDIAN TELECOM INDUSTRY There are three types of players in telecom services: • • • State owned companies (BSNL and MTNL) Private Indian owned companies (Reliance Infocomm, Tata Teleservices, Shyam ( Southern India) Foreign invested companies (Vodafone, Aircel, Bharti Tele-Ventures, Escotel, Siestema Idea Cellular, BPL Mobile, Spice Communications)
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The 2G spectrum scam in India involved the issue of 1232 licenses by the ruling Congress-led UPA alliance[1] of the 2G spectrum to 85 companies[1] including many new telecom companies with little or no experience in the telecom sector at a price set in the year 2001. The scam involved allegations regarding the under pricing of the 2G spectrum by the Department of Telecommunications which resulted in a heavy loss to the exchequer, and the illegal manipulation of the spectrum allocation process to
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THE INDIAN INSTITUTE OF PLANNING AND MANAGEMENT, AHMEDABAD THESIS TOPIC “Critically analyze the customer preference and satisfaction measurement in Indian Telecom Industry” SUBMITTED BY Naman Shah PGP/SS/06-08 ALUMNI REFERENCE ID: SS/06-08/AHD/MKTG/2 SUMISSION DATE: 27th August, 2008 GUIDED BY Prof. Pabitra Ranjan Chakravorty Senior Research Associate (Marketing) IIPM, Ahmedabad. I LETTER OF CONSENT IIPM Ahmedabad 19, Inquilab Society, Gulbai Tekra, Ahmedabad-380015 To, The Dean
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