Positioning and Marketing Mix Analysis of Virgin Mobile

Presented by : SECTION 2B Anand Tuteja 40 Ankuj Choudhary 42 Ayush Dayal 44 Chiranjeev Jena 45 Nandita Katiyar 54 Shoumen Choudhury 58 Sunil Albal 61

Par t I H O W T H E TA R G E T M A R K E T S E G M E N T I S D E R I V E D

Age : 14-30 30% of consumer base contributes > 50% to revenues Price Sensitive Mobile for self expression : Brand & Style

Value added services such as texting, calling circles etc are very popular in this segment.

Longer and more out bound calls. Large calling circles.

Adopt new technology if there is a good reason. Replace handsets every 18-24 months.

Maslows Hierarchy of Needs

Par t II P O S I T I O N I N G A N A LY S I S

Maslows Hierarchy of Needs

Communicate with your friends/near ones without any fear of bloated b Personalized Welcome calls. (b, ac, af) End-to-end ownership of problems: same Champ call-back (f) Value for money & flexible tariffs that reflect their unique needs (ac) Personalized customer care (af, b, f)

ection (af), belongingness (b), acceptance (ac) and friendship (f).

Maslows Hierarchy of Needs

Youthfulness and the pride of being unconventional Mobile as badge of self expression. A brand that defines you. Due to ad blitzkrieg, instant recognition and attention Get paid for incoming calls partial autonomy

Internal Self respect, Autonomy, Achievement. External Status, Recognition, Attention

The 5 Ws Why core need that is satisfied. What specific product or service feature What for benefits delivered When usage of product or service Whom for users of product or service

Think Hatke

Innovative, game-changing value-added services Personalized customer care Imaginative, eye-catching advertising & PR that gets youth talking r, battery fell off and someone threw my phonegasp! Try before you buy eka. Whatever your problem you can walk into any service center and get replacements for fau nt End-to-endabout it. of problems: same Champ call-back get scared ownership Champ empowerment: authorized to resolve issues on the spot Welcome calls: all customers are personally welcomed to Virgin Mobile A real returns policy Real conversations: no scripts

Get paid to receive calls

Think Hatke

50 paise to any local network TGI the weekend Bolt-on One Touch access to V-Bytes Unlimited access to V-Bytes for a simple daily charge 10 paise ever y minutes 100% colour, 100% FM handsets Easy Handset upgrades Personalised Care Safe Secrets

on incom

Virgin Mobile website depicting youth flavour

PRODUCT DIFFERENTIATORS :Value for money & flexible tariffs that reflect unique customer needs. Great handsets at great prices- 100% colour, 100% FM handsets. Par t III Get paid to receive calls . M A R K E T I N G M I X A N A LY S I S & D I F F E R E N T I A T O R S 50 paise to any local network . Unlimited access to V-Bytes for a simple daily charge . COST DIFFERENTIATORS :Whilst achieving a low operating cost per customer through Fewer, stable propositions with low support and service costs. A lean, enthusiastic team supported by simple processes.

SERVICE DIFFERENTIATORS :Taking the hassle out of buying a cell phone - Try before you buy. End-to-end ownership of problems - same Champ call-back (Personalized). Champ empowerment: authorized to resolve issues on the spot. On-line recharge option. IMAGE DIFFERENTIATORS :Innovative, eye-catching product that epitomises the youth POLICY DIFFERENTIATORS :Whatever your problem you can walk into any service center and get replacements for faulty items in the pack.

MARKETING MIX PRODUC T

RUIM enabled handsets with colored screen & FM radio GSM enabled SIM cards Plug n Play device for broadband

PRICEPricing philosophy: Competitive pricingCDMA Activation Charges Local STD Roaming Rs 49 1p/sec 50p/min Local-Rs1 STD-Rs1.50 Incoming-1Rs Local-50p National-1Rs GSM Rs 12 1p/sec 1p/sec 60p/min DATAMAX Rs 99 60p/min

SMS

Local-50p National-1Rs

Local-50p National-1Rs

Handsets priced between Rs 2000 - 5000 .

PLACECDMA services / Datamaxservices - all states. GSM services - 5 states. Handsets launched in top 60 cities of the country and expanding. Availability at all retail outlets eg mobile store, croma, hotspot etc. Virgin Mobile Kiosks & Shop in shops.

PROMOTIONVibrant Red color to relate itself to target market. Internet and outdoor youth centric activities (Think Hatke Campaign). Imaginative, eye-catching advertising & PR that gets youth talking. Through Print, T.V, Viral, Internet and Word of Mouth Publicity

PEOPLEManpower

Trade Partner

PROCESSESReal conversations: no scripts End-to-end ownership of problems: same Champ call-back Champ empowerment: authorized to resolve issues on the spot Shop in shop & Kiosks MVNO (Mobile Virtual Network Operator)

PHYSICAL EVIDENCEBrochures and manuals Low cost Virgin mobile handsets Recharge Coupons Gift coupons

THANKYOU