promotional strategies: virgin mobile india
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PROMOTIONAL STRATEGIES
SHRUTHI RAJAN
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SEEKING YOUNGISTAN
• Strategy - Tailored, more relevant offering for a single, distinct segment
• Positioned as a youth centric brand.
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Why this segment?
• 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.
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Ad Tagline - “Think Hatke”
Richard Branson – ‘There is no point in Virgin doing anything, unless we can make a difference.’
The branding and marketing style of Virgin comes with a difference.
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• 10 paisa every minute for incoming.
Revolution in India’s mobile world with the offer of rock-bottom call rates and a unique cash back offer for receiving calls.
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Virgin Launches First
• Get paid to receive calls • 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 • 100% colour, 100% FM’ handsets • Easy Handset upgrades • Personalised Care • Bling Phones • Safe Secrets SMS folder
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ADVERTISING
• TV COMMERCIALS• INTERNET BASED ADS
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TV Ads
• 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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Internet Ads
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Sales Promotion
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SALES PROMOTIONAL
• Online ParticipationVirgin Mobile allows customers to earn free airtime by participation in online advertisements and media. For example, you could watch a short commercial and earn a minute of airtime.
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• Free Virgin Mobile Minutes • 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.
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• Online Purchase Schemes
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• 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.
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• 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.
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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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Publicity
• Richard Branson - Outrageous, flamboyant, unconventional, maverick entrepreneur.
• True to style, Branson unveiled his mobile brand with a 15-storey jump off a hotel building.
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Direct Marketing
• Internet portal: The official portal of Virgin gives a lively feeling and has a very jazzy look.
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• 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 Rs.
100 worth of free talktime, 500 free SMSs, lifetime validity and a free prepaid connection on purchase of every handset.
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EVENTS AND EXPERIENCE
• 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 .
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Personal Selling
• KIOSK• Trained customer care
personnel address queries.
• Help in educating the end consumer.