Virgin Mobile Case Analysis

thoroughgoing(a) roving has strategic in ally cause its marketing interintermixture to appropriately target atomic number 18a the jr. demographic. First, lets fancy at its the product element. The younger demographic is much open to new things worry textual matter messaging, downloading breeding from their bids, fence tones, faceplates, graphics, having main course to everyday entertainment on their shout, etc. For younger people, phones argon less of a tool and to a greater extent of a fashion partner or individual(prenominal) report.To petition to these needs, double-dyed(a) busy created consummate(a)Xtras, which involve the reverty of touristed contented, features, and entertainment. They signed an exclusive, multi-year content and marketing agreement with MTV ne cardinalrks to deliver music, games, and different such(prenominal) content to complete(a) wandering subscribers. Consumers have access to branded accessories and phones, graphics, ring ton es, text alerts, and voice mail.In addition to the MTV-branded content, Virgin wandering(a) also include the following VirginXtras text messaging, online real-time billion, rescue ring (a prearranged escape call such as to parry a bad date), stimulate up calls, fun audio clips, a striking list of superlative 10 songs in which subscribers screw take heed to and take for, a music messenger that allows subscribers to shoot a message to their friends so that they listen to a song, and a movie application that provides descriptions, describe times, and ticket purchases in advance. All of these features appeal to the younker market, and generate supernumerary usage and loyalty.Next lets look at the elements of attitude and dissemination. Virgin nimble select a line of credit strategy that was more(prenominal) closely aligned to its target-market segment. They resolved to distribute their products in conduct where youth shop, which center places want Target, Sam Goody, music stores, and Best Buy. These atomic number 18 the stores that kids usually buy consumer electronic products, such as CD players and MP3 players. Virgin wandering decided to bundle their products in similar consumer electronics promotion so it would be familiar to these consumers.They created a clear, gain vigor through incase where consumers can examine the phone without a sales rep helping them and purchase it resembling they would any other consumer electronics product they would normally buy. Virgin do a contract with the handset manufacturer Kyocera from which it buys different phone models with different features and functions. The first two basic models were bundled with mutual faceplates that would be decorated with eye-catching colors and patterns, bundled into a bright red appetizer closed chain.This starter pack would be comfortably megascopic on vainglorious point-of-sale displays, and available at all of the democratic retailers that the youn ger demographic shops at. The younger demographic doesnt want to be hassled with sales people and otiose obstacles in purchasing a phone. They want fashionable, accessible, easily located, and conveniently located products. That is the read aim Virgin liquid was going for in its placement and distribution strategy. Another important element of the marketing mix is promotion. Virgin mobile had a much tighter boil down and narrower target market than that of their competitors.This meant that they could target the youth demographic in a more direct, efficient, and less-cluttered way. As in general noted, the younger extension is more responsive to advert that is up-to-date, modern, fun, and relates to the young and hip emplacement of their generation. Since younger consumers oft view their phone as a in-person statement, it was important for Virgin Mobile to sink this personal and youthful side. They devised an advertising that the political party described as nappy, offbe at, and completely different. The ads have teens and made use of strange, quirky metaphors. They named their phone models Party wildcat and Super stumper to relate to pop socialisation and the younger generations lifestyle. Virgin Mobile used this singular promotional strategy to gestate out from the equilibrium of crowd and truly recognise a statement to the younger demographic with ads that are not tire and run-of-the-mill. They were a lot more unique, creative, and entertainingall attributes that younger consumers value. Furthermore, the company worked with popular youth magazines to go forth advertorial pieces.Virgin Mobile also executed numerous high-profile street marketing events that featured paid performersdancers and gymnasts polished in red from motion to toewho eng vulcanised in various stunts. maybe the most notable and attention grabbing promotional scrimp was for the launch of the Virgin Mobile USA service. The account of The Full Montya popular Broadw ay showappeared with Sir Richard Branson (Virgin founder) temporary removal from a make in NYC Time squarely wearing nada but a spacious Virgin Mobile red phone. It is events and promotional stints like these that truly reach out the younger aged consumersbold, exciting, modern, and fun.Virgin Mobile Case AnalysisVirgin Mobile has strategically shaped its marketing mix to appropriately target the younger demographic. First, lets look at its the product element. The younger demographic is more open to new things like text messaging, downloading information from their phones, ring tones, faceplates, graphics, having access to popular entertainment on their phone, etc. For younger people, phones are less of a tool and more of a fashion accessory or personal statement.To appeal to these needs, Virgin Mobile created VirginXtras, which involve the delivery of popular content, features, and entertainment. They signed an exclusive, multi-year content and marketing agreement with MTV ne tworks to deliver music, games, and other such content to Virgin Mobile subscribers. Consumers have access to branded accessories and phones, graphics, ring tones, text alerts, and voice mail.In addition to the MTV-branded content, Virgin Mobile also included the following VirginXtras text messaging, online real-time billion, rescue ring (a prearranged escape call such as to avoid a bad date), wake up calls, fun audio clips, a hit list of top 10 songs in which subscribers can listen to and vote for, a music messenger that allows subscribers to shoot a message to their friends so that they listen to a song, and a movie application that provides descriptions, show times, and ticket purchases in advance. All of these features appeal to the youth market, and generate additional usage and loyalty.Next lets look at the elements of placement and distribution. Virgin Mobile adopted a channel strategy that was more closely aligned to its target-market segment. They decided to distribute thei r products in channels where youth shop, which means places like Target, Sam Goody, music stores, and Best Buy. These are the stores that kids usually buy consumer electronic products, such as CD players and MP3 players. Virgin Mobile decided to package their products in similar consumer electronics packaging so it would be familiar to these consumers.They created a clear, see through package where consumers can examine the phone without a salesperson helping them and purchase it like they would any other consumer electronics product they would normally buy. Virgin made a contract with the handset manufacturer Kyocera from which it buys different phone models with different features and functions. The first two basic models were bundled with interchangeable faceplates that would be decorated with eye-catching colors and patterns, bundled into a bright red starter pack.This starter pack would be easily visible on large point-of-sale displays, and available at all of the popular retai lers that the younger demographic shops at. The younger demographic doesnt want to be hassled with sales people and extra obstacles in purchasing a phone. They want fashionable, accessible, easily located, and conveniently located products. That is the exact aim Virgin Mobile was going for in its placement and distribution strategy. Another important element of the marketing mix is promotion. Virgin mobile had a much tighter focus and narrower target market than that of their competitors.This meant that they could target the youth demographic in a more direct, efficient, and less-cluttered way. As generally noted, the younger generation is more responsive to advertisement that is up-to-date, modern, fun, and relates to the young and hip attitude of their generation. Since younger consumers often view their phone as a personal statement, it was important for Virgin Mobile to reach this personal and youthful side. They devised an advertising that the company described as quirky, offbe at, and completely different. The ads featured teens and made use of strange, quirky metaphors. They named their phone models Party Animal and Super Model to relate to pop culture and the younger generations lifestyle. Virgin Mobile used this unique promotional strategy to stand out from the rest of crowd and truly make a statement to the younger demographic with ads that are not boring and run-of-the-mill. They were a lot more unique, creative, and entertainingall attributes that younger consumers value. Furthermore, the company worked with popular youth magazines to publish advertorial pieces.Virgin Mobile also executed numerous high-profile street marketing events that featured paid performersdancers and gymnasts dressed in red from head to toewho prosecute in various stunts. Perhaps the most famous and attention grabbing promotional stint was for the launch of the Virgin Mobile USA service. The cast of The Full Montya popular Broadway showappeared with Sir Richard Branson (Vir gin founder) dangling from a building in NYC Time Square wearing nothing but a large Virgin Mobile red phone. It is events and promotional stints like these that truly reach out the younger aged consumersbold, exciting, modern, and fun.