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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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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For their target market and any new product entering a saturated market, the pricing should be low if not the cheapest product out in the market. It should cater for customers who value pricing in choosing their products. The pricing should appeal to their target market and help create a young and hip image. This structure should accomplish the goal of attaining a sizable amount of the market share and stay profitable at the same time. It should convey the message that their product has a higher
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EXECUTIVE SUMMARY This plan seeks to investigate the viability of establishing Virgin Mobile in Nigeria, then launch upon conviction that the environment is conducive and how we will get our mapped-out target to use our services. For purpose of analysing the business environment, PESTEL and SWOT analysis was used and the focus was basically on the telecommunication industry. PESTEL demonstrated that the environment is conducive for our company and products though there are a couple social unrests
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Managed Enterprise Internet Services - Proposal PROPOSAL FOR Sunil Hitech Engineers Ltd. Kharsia Managed Enterprise Internet Services The most reliable internet from India’s most reliable network PRESENTED BY Tata Indicom Managed Enterprise Internet Services Page 1 of 5 Managed Enterprise Internet Services - Proposal TABLE OF CONTENTS BUSINESS REQUIREMENT ....................................................................................................................
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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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Case Analysis “Virgin Mobile USA: Pricing for the Very First Time” Marketing II – BUSI2202U Group 40, Tuesday Session Word Count: Paper 2,912, Appendix 345 Problem Definition The unimpressive performance numbers in the market belonging to Virgin Mobile are mainly due to the lack of an attractive pricing strategy that would appeal to the target market group. The target market group (consumers aged 19 to 25) have different characteristics than other market groups and Virgin Mobile’s current
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Analysis Virgin, a U.K.-based company, has been one of the top recognized brands in the U.K. with a brand identity that encompasses value, innovation and fun. This allows for the firm to play in numerous industries, everything from aviation to mobile phones. When assessing new market entry, Virgin typically moves into industries where the customer is less than satisfied and the incumbents are complacent. In the U.K., Virgin has been incredibly successful in the firm’s venture into the mobile phone provider
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Given Virgin Mobile’s target market (14 to 24-yeard-olds) How should it structure its pricing? The case lays out three pricing options. Which option would you choose and why? In designing your pricing plan, be as specific as possible with respect to the various elements under considerations (e.g. contracts, the size of the subsidies, hidden fees, average per-minute charges, etc.) There are two different pricing structures for Virgin Mobile. The first pricing structure is for their target market
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Aleksandr Kazakov MKTG 489 02/05/14 Virgin Mobile Case The Virgin Mobile USA case exemplifies a challenging dilemma faced by CEO Dan Schulman when faced with the task of introducing Virgin Group’s mobile service to the American public. The Virgin Group led by Richard Branson, is a British based company with Virgin branded products extending into industries from apparel to airplanes. In 2001, the Branson led Virgin Group made the decision to extend their mobile service into North America: a market
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