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ScrewBusiness as Usual
Story of
VIRGIN GROUP
The Virgin Group
These are
Just few names…
Woww!! But who’s the rockstar behind it?
• A high schooldropout
• Roared onto British Stagein 70s with Virgin Records
• Has launched more than400 companies Richard Branson
remember the name
What he thinks Virgin does!!!
Wherever we find them
(underserved, overcharged,
and complacent customers),
there is clear opportunity area
for virgin to do a much better
job than the competition.
What Virgin cares about???
Quality
Friendliness
Innovation
Fun
Let’s us talk about fun, hmm???
Quality
Friendliness
Innovation
Fun
Richard Branson:Master of strategic publicity stunt
1. At the launch of Virgin Atlantic
2. At the launch of Virgin Cola
3. At the launch of Virgin Mobile
4. At the launch of Virgin Pulse
And many more crazy things…!!!
But what does it get him???Virgin’s press coverage
equates to
$1.6 billionin media value per year
Also, he cares about his customers
• Post-launch of Virgin Atlantic, he used to call 50 customers every month.
• He would appear on airports and hand out gifts to customers, whose flights were delayed.
…And about society!
Invests in renewable energy,
and resource efficiency sectors.
Friendliness
Tackles global, social, and environmental problems
with an entrepreneurial approach.
$25m award to anyone
who develops a safe, long term, and
commercially viable way to remove green house gases.
Moral of the story• Firms should foster a creative, non-traditional
marketing culture.
• Customers should see single face and hear single voice, whenever they interact with firm.
• Corporate Societal Marketing
Have fun,
Do good, and
Money will
come
So…!!! How is Virgin unique in its quest to be a socially responsible and sustainable
company?
Because…• Customer sees a direct relation between Virgin’s products and the cause, it is serving.
For example, Product: Virgin Atlantic, and Social Cause: Virgin’s Earth Challenge.
• Customer perceives it as an honest attempt of the company to return, what it is taking from the environment.
Couple of quick questions
But…!!! What about the contradiction between Virgin’s negative environmental
impact (via air and rail) and the green message and communication efforts behind endeavors such as the Earth Challenge?
We can’t avoid travelling, can we?• What Virgin can do is, minimize the exploitation of natural resources by coming up with
innovated technology. That’s what Virgin is promoting by its the Earth Challenge.
• Virgin has hired scientists, professors, and environmentalists from outside to review the submissions in the challenge, That shows Virgin is giving it a sincere shot.
• About Virgin Group and its Values
• Richard Branson: Master of Strategic Publicity Stunt
• Customer Care and Corporate Social Responsibility
• Couple of Quick Questions
All right… What did we go through?
Credits
Created during a marketing internship, under the guidance of
Professor Sameer MathurIIM Lucknow
Ph.D.: Carnegie Mellon University
by
Abhishek GuptaIIT Guwahati
Thank YouFor taking out time for this presentation
