Virgin



Virgin

Introduction

The Virgin Group, created by British billionaire Richard Branson, is a set of companies linked to various sectors of the consumer society, and present in many countries. The main feature of these companies is to use the Virgin brand, also carrying a standard image for all.

Its activity started in the music world, when Richard Branson created Virgin Records, whose first publication was launched in the first group megastore Virgin Megastore in the 70's in London. He quickly decided to expand its business in several areas, which led to the current diversity of the group (Dobbie, 2001).

Evaluation of Marketing Strategies

Marketing strategies of the Virgin Group are very famous in the industry and among the students who study marketing and business. The founder of the Virgin Group Richard Branson personally takes part and formulates marketing strategies. The following part of the paper discusses and evaluates marketing strategies of the Virgin Group.

Customer Relationship Marketing Strategies

The Virgin Group attracts customers for being a fun and innovative products and service. Taking an example for Virgin Group, the experience comprehensive agreements, state of the art products and services, and most importantly a high level of customer service are valuable factors that are considered by customers and Virgin Group offers all these advantages. In addition, Virgin Group offers first-class exclusive business class prices.

Marketing Communication Activities and Strategies

Virgin Group uses different communication modes for the internal as well as external communication processes. These communication modes range from ATL to BTL activities. Virgin Group effectively communicates its brand with the internal also the external customers of the organization. While communicating the brand with the internal customers, Virgin Group arranges different seminars and quarterly meetings for encouraging its employees and enriches their jobs by promising new incentives and career development opportunities. Nevertheless, Virgin Group communicated the brand with external customers by ATL marketing using conventional media sources (television, newspapers, magazines, radio, internet and outdoor advertising); Virgin Group recently has increased its promotional activities through social media networks. It also promotes the brand through BTL activities by sales promotion, customer relations, CSR activities, consumer incentives, trade incentives and retail promotions. In the early years of airline Virgin Group, the management was forced to launch an ambitious campaign in newspapers, on TV and using billboards to draw attention to our achievements, but in the last decade, approach advertising has changed dramatically.

Brand Positioning

For Virgin Group, the best way keep the company at the top most level is by using competitive strategies. It is essential to use strategies which are competitive so that the competition becomes strong, and it attracts more customers. One of the competitive strategies that Virgin Group use is the defensive strategy (Dunn, 2009). This is the safest way of promoting the product in the target market. In this strategy, Virgin Mobile will promote its packages, in such a way that it will hit its competitors, but will keep to the safe side.

SWOT Analysis

Strengths

Strong brand image

Comprehensive Services

Association with Singapore Airlines

The operating strategy of the company is very strong

The fleet operation of ...