Virgin group: Mini Case

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