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 Virgin Mobile - Brief
‡ On 1st March 2008, Virgin Mobile has entered the Indian
Market, tying up with Tata Tele-services.
‡ Virgin is primarily an MVNO company, and retail
distribution is only a part of the overall strategy.
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‡ Strategy - Tailored, more relevant offering for a

single, distinct segment
‡ Positioned as a youth centric brand.
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‡ Target customers aged between 15 and 30 years.

‡ Estimated population in India of people between
15 and 30 years - 400 million.
‡ Distinct mobile phone usage habits by the young
users present a huge advantage:
± Early adopters.
± They make more and longer out-bound voice
calls.
± Significant users of SMS, potentially large
customers for other value added services.
± Shorter handset upgradation cycle - under
12 months.
 
 



Vichard Branson ± µThere is no point in Virgin doing anything,

unless we can make a difference.¶
The branding and marketing style of Virgin comes with a
difference.
‡ 10 paisa every minute for incoming.
Vevolution in India¶s mobile world with the
offer of rock-bottom call rates and a unique
cash back offer for receiving calls.
 Virgin Launches First

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‡ TV COMMEVCIALS
‡ INTEVNET BASED ADS
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‡ 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.
TV Commercials: Popular ads,
use lambent wit.
‡ Emphasis on the idea - Find a
way around, rather than a way
against.
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 SALES PVOMOTIONAL

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‡ Virgin mobile releases codes in order to
encourage customers to top up more frequently,
and to reclaim old customers who have not
topped up in a while. By offering promo codes
for free minutes, Virgin Mobile gets their
customers to top up more often, or twice in one
month. This is a win win situation for the
customer and Virgin Mobile.
‡ Online Purchase Schemes
‡ Virgin Mobile Insider Program
Used for research and development of
new products. Virgin Mobile Insiders
may be asked to evaluate and provide
feedback on a promotion or phone before
it is released to the public. Such insiders
are sent free phones and other swag.
‡ Tie-up with MySpace
Virgin Mobile has tied up with
MySpace for providing social
networking services. Customers by
provided instant access to world's
largest social networking site at no
extra-cost.
 Virgin on Campus

Virgin invites students to be brand

ambassadors and request them to sell
Virgin merchandise such as T-shirts.
In return, it invites groups of students
for counselling sessions.
Virgin has also installed television
sets in college canteens to encourage
students to produce content on any
subject which is then aired.
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‡ Vichard Branson - Outrageous, flamboyant,

unconventional, maverick entrepreneur.
‡ True to style, Branson unveiled his mobile brand with
a 15-storey jump off a hotel building.
 

 


‡ Internet portal: The official portal of Virgin gives a
lively feeling and has a very jazzy look.
‡ 44 per cent of total Internet population in India lies
within the age group of 19-24 years. Youth
customers spend significant chunk of their time
online.
‡ Convenience of buying from home.
‡ Customers rewarded with additional talk time, extra
messages and other freebies.
‡ E.g.: Bak Bak offer provides online customers Vs.
100 worth of free talktime, 500 free SMSs, lifetime
validity and a free prepaid connection on purchase
of every handset.
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‡ Virgin Festival: Virgin Mobile organizes

Virgin Music Festivals allowing customers to
"Book The Band" by voting for who they want
to see in an open show .
Personal Selling
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‡ Trained customer care
personnel address
queries.

‡ Help in educating the

end consumer.