Company overview

THE VIRGIN CASE STUDY

Who are they?Company overview and principles

1

How to they define themselves?We are a family owned growth capital investor with a globally recognised and respected brand

It is basically an investment group holding the Virgin Group BrandFounded by Richard Branson who also happens to be the Face of the Brand.Leading entrepreneurial brands with over 200 companies.Operates globally across 29 countries.It has a complex organizational structure.High emphasis on innovation.Strong brand image Consumers Champion.

RICHARD BRANSONMost Active and Outgoing CEO of the companyUses his popularity for free media publicity of his brandAlso represents the face of the brand Branson can create interest in any brand by simply attaching the name Virgin to it.Takes active participation in innovative promotional strategies

The time to go into a new business is when its badly run by others.

Publicity is absolutely critical, a good public story is intently more effective than a front page add. . A business has to be involving, it has to be fun and it has to exercise your creative instinct .

PERSONAL PHILOSOPHY

HISTORY AND GROWTHStarted in Britain with the innovative Virgin RecordsSold Virgin Records and went on to create 200 companies with revenues exceeding 16.2 $.Currently it is a highly diversified organisation.

Product breadth

Market Penetration

Product DevelopmentMarket DevelopmentDiversification

Existing ProductNew ProductExisting MarketNew Market

Strategic development directions

What makes it stand out?Holistic marketing strategies

2

Building creative market organisationOut-of-the box marketing tactics involving Richard Branson improving Public Relations

VIDEO

Brand slogansCatchy Brand Slogans and Advertisements to attract customers

Brand image

CUSTOMER AND EMPLOYEE MANAGEMENTCustomer is God

An employee is the greatest asset to the companyTwo Mantras

VIDEO

Improving brand image Spending Significant sum of money in Socially Responsible Marketing

Corporate Social ResponsibilityInvests in renewable energy opportunities estimated around 3 billion $.

Promote safe and viable ways to control greenhouse gases

Businesses divided into eight socially responsible and sustainable groups

Risks and challenges Cons of the marketing policy

3

Both Virgin Media & Virgin Rail receiving many customer complaints with critics suggesting that as a weakness in Virgin's portfolio.

There is a supposed risk of brand dilution with too many brands under its umbrella

Departure of Richard Branson from the group may lead them to doldrums.

Future corporate strategySecuring its future

4

Go for Less Diversification of its brand. Do away with less profitable companies

Succession Planning to ensure the groups stability after Bransons Departure

Organizational Restructuring

Improve Brand Image and Appeal Minus Richard Branson

summary

sourcesMarketing Management: A South Asian Perspective 14th Edition by Philip KotlerYoutube- The Virgin Group:https://www.youtube.com/channel/UC6YXfLzZDCHkWutcqBAPMCgSlideshare: http://www.slideshare.net/Google ImagesWikipedia: https://en.wikipedia.org/wiki/Richard_Branson

Created by Priyanka Sahoo, IIT Kharagpur during an internship by Prof. Sameer Mathur, IIM Lucknow