promotional strategies: virgin mobile india

PROMOTIONAL STRATEGIES

SHRUTHI RAJAN

SEEKING YOUNGISTAN

• Strategy - Tailored, more relevant offering for a single, distinct segment

• Positioned as a youth centric brand.

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.

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.

• 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.

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

ADVERTISING

• TV COMMERCIALS• INTERNET BASED ADS

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.

Internet Ads

Sales Promotion

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.

• 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.

• 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.

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.

Direct Marketing

• 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 Rs.

100 worth of free talktime, 500 free SMSs, lifetime validity and a free prepaid connection on purchase of every handset.

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 .

Personal Selling

• KIOSK• Trained customer care

personnel address queries.

• Help in educating the end consumer.