2008
VIRGIN MOBILE-THINK HAT KE

MARKETING PROJECT PREPARED BY:9/12/2008

September VIRGIN MOBILE-THINK HAT KE 12, 2008

Why Virgin Mobile In Indian mobile market, Virgin mobile is a unique player based on its business model and strategy. It is the only service provider which does not hold any bandwidth and mobile setup infrastructure but uses Tata Teleservices spectrum and is penetrating market totally on its branding and marketing strategy. Creating a niche brand and promoting it to specific customer segment with proper marketing has been key to success for virgin mobile across the globe. So, from marketing and customer understanding point of view, this is a very unique company to study. Understanding Virgin’s business Model
According to the patron, Sir Richard “We want to deliver a more tailored and relevant offering for a single segment.” Company targets only 10% of the above mentioned segment and have plans to acquire and retain them by various innovative propositions, some of them are1) Providing services which were not offered so far a) Get paid for incoming calls. b) 50 paisa for all calls across the country. c) A brand truly meant for the young India which is reflected at each & every touch point. d) Extensive data service offers in the form of vbytes. e) Excellent value added plans. f) Go online facility for enquiry, purchasing phone, recharging and everything.
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September VIRGIN MOBILE-THINK HAT KE 12, 2008

g) One touch VAS access from every virgin mobile.

2) Providing services which others are not providing meticulously a) Easy to change the handset from a wide range of handset providing at very reasonable prices. b) Boring customer care services telling you are in queue. c) One customer care officer dedicated for all queries of one customer leading to transparency. d) No jammed or bad network coverage. e) Tailor made customized plans without any hidden charges. f) No monthly bills.

Value Creation Through Product Design Various steps that Virgin is taking to add value to the customer are on price, quality, technology and