virgin group: mini case
TRANSCRIPT
VIRGIN GROUPFlamboyant , Hip &
SO IN
OVERVIEW• Brainchild of Richard Branson • Leading entrepreneurial brands with
200 companies, in 29 countries.• US $24 BILLION in annual revenue and
growing• Fun, Innovative and Trust-Worthy
brand
CONSUMER CHAMPION
A GAZILLION PRODUCT LINESHOW DO THEY KEEP THE BRAND AFLOAT?!
BY SHEER MARKETING BRILLIANCE!THE “VIRGIN” BRAND & RICHARD BRANSON’S PERSONALITY
ANSW
ER:
FEW OUTLANDISH MARKETING STUNTS BY RICHARD BRANSON
CREATING HYPE, EATING UP PUBLICITY WORTH MILLIONS FOR FREE!
1. DRESSED UP AS A BRIDE TO PUBLICIZE HIS BRIDAL STORE VIRGIN BRIDE (WOW)
2. DROVE A TANK IN NEW YORK CITY, PRETENDING TO BLOW-UP COCA-COLA AND THUS PUBLICISE VIRGIN COLA
POSED AS ELVIS WITH SHOW GIRLS AT VEGAS WHEN VIRGIN STARTED NON-STOP FLIGHTS FROM LONDON TO VEGAS
BUT VIRGIN DESPITE THE “SCREW IT, LET’S DO IT” ATTITUDE, STAYS CLOSE TO ITS CUSTOMER BASE
• Free gift vouchers to Virgin Megastores or discounts for future travel if planes are delayed.
• Constantly keeps in close touch with customers and incorporates their feedback for future products.
• Constantly in the look-out for underserved, overcharged markets dominated previously by complacent competitors.
FOCUS ON DIVERSIFICATION
VIRGIN GROUPS:
A SOCIALLY RESPONSIBLE AND SUSTAINABLE COMPANY
VIRGIN UNITE: A GLOBAL, SOCIAL ENTREPRENURIAL ENDEAVOUR BY VIRGIN
GROUPS
“DRIVING BUSINESS AS A FORCE FOR GOOD”
Branson made Corporate Responsibility and Sustainable Development a key priority for his companies
VIRGIN DIVIDED INTO EIGHT SOCIALLYRESPONSIBLE,SUSTAINABLE BUSINESS GROUPS:
Flying High, We’re all gong on a summer holiday, Staying in touch, Watching the pennies, Getting from A to B, My body Is temple, Out of this World, Just get out and Relax
VIRGIN AVIATION:TOUGHEST CHALLENGE TILL DATE
7- 8 MILLION CO2 VIRGIN EMITS PER YEAR POSES A HUGE ENVIRONMENTAL THREAT AND RAISES SERIOUS CONCERNS OVER COMPANY’S “ECO-FRIENDLY” STATUS
SOLUTION?
The VIRGIN GREEN FUNDVirgin Green Fund invests in renewable energy opportunities from solar energy to water purification.
All dividends of Virgin’s rail and airline businesses will be invested into renewable energy initiatives to tackle emissions related to global warming.
The initiative is estimated to reach $3 billion by 2016
EARTH CHALLENGE:25 MILLION DOLLARS TO THE WINNER
RECAP
THANK YOU
DISCLAIMER
Created by Pooja Goel, IGDTUW, during a marketing internship under the guidance of Prof. Sameer Mathur, IIM Lucknow