Virgin Mobile's Promotional Strategy in India (Professor Mathur)

PROMOTIONAL STRATEGIES IN INDIA:

PROMOTIONAL STRATEGIES IN INDIA Disclaimer: These slides were originally prepared by Shruthi Rajan . They have been edited and re-posted by Professor Sameer Mathur ( www.smathur.com ) for non-profit, academic use.

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2 FREE TEACHING RESOURCES ON MARKETING MANAGEMENT at www.smathur.com/teaching.php Over 100,000 views by Management students and business professionals from over 90 different countries These presentations are part of Sameer Mathur's teaching portfolio. They are free to view or download for non-profit, academic use. Disclaimer: These teaching materials have been compiled from multiple, non-credited sources for non-profit, academic use. Copyright is retained by the original content creators. Sameer Mathur , Ph.D . Assistant Professor (Marketing) Web: www.smathur.com Email : sameer.mathur@mcgill.ca Twitter: @ProfessorMathur Facebook: Click Here

SEEKING YOUNGISTAN:

SEEKING YOUNGISTAN Strategy - Tailored, more relevant offering for a single, distinct segment Positioned as a youth centric brand.

Why this segment?:

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” :

Ad Tagline - “Think Hatke” ‘There is no point in Virgin doing anything, unless we can make a difference.’ – Richard Branson

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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.

Launches First:

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:

ADVERTISING TV COMMERCIALS INTERNET BASED ADS

TV 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:

Internet Ads

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Sales Promotion

SALES PROMOTION :

SALES PROMOTION Online Participation Virgin 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:

FREE Free Virgin Mobile Minutes Virgin mobile releases codes encourage customers to top up minutes more frequently reclaim old customers who have not topped up in a while

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Online Purchase Schemes

Insider Program:

Insider Program Used for R&D for new products Virgin Mobile Insiders provide feedback on a promotion or phone before it is released to the public.

Social Networks – MySpace:

Social Networks – MySpace Virgin Mobile has tied up with MySpace to provide instant access to a popular social networking site at no extra-cost.

On Campus:

On Campus Invites students to be brand ambassadors Students sell Virgin merchandise such as T-shirts. Virgin has installed television sets in college cafes to encourage students to produce content on any subject which is then aired.

Publicity:

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:

Direct Marketing Internet portal: The official portal of Virgin gives a lively feeling and has a jazzy look.

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44 per cent of total Internet population in India lies within the age group of 19-24 years. 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:

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:

Personal Selling KIOSK Trained customer care personnel address queries.

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29 FREE TEACHING RESOURCES ON MARKETING MANAGEMENT at www.smathur.com/teaching.php Over 100,000 views by Management students and business professionals from over 90 different countries These presentations are part of Sameer Mathur's teaching portfolio. They are free to view or download for non-profit, academic use. Disclaimer: These teaching materials have been compiled from multiple, non-credited sources for non-profit, academic use. Copyright is retained by the original content creators. Sameer Mathur , Ph.D . Assistant Professor (Marketing) Web: www.smathur.com Email : sameer.mathur@mcgill.ca Twitter: @ProfessorMathur Facebook: Click Here

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30 Sameer Mathur , Ph.D . Assistant Professor (Marketing) Web: www.smathur.com Email : sameer.mathur@mcgill.ca Twitter: @ProfessorMathur Facebook: Click Here RELATED SLIDES CLICK BELOW TO LEARN ABOUT: 1. Advertising 2. Introduction to Global Marketing POPULAR SLIDES CLICK BELOW TO LEARN ABOUT: 1. Segmentation and Targeting 2. Positioning, Perceptual Maps