Virgin is a huge mega store which has a lot of branches around all over the world. Virgin Megastore is a global leader in retail entertainment with over 14 stores throughout the Middle East. Since its establishment in the UAE in 2001, Virgin Megastore set an unbounded target of expanding its Middle East Territories as well as its product selection lines to fulfill to growing trends that are eminent for the region. A one-stop shop for all your entertainment needs, not just music, not only movies. Virgin Megastore offers a wide range of products, including CDs, DVDs, books, electronics, mobile phones, multimedia, games, accessories, merchandise computers and a whole lot more... Virgin Megastore has created a whole new dimension in entertainment by catering to local cultures through events, activities and support of local artists in each market it enters. Virgin Megastore is truly a global brand with local flavor. With its unique shopping experience, Virgin Megastore is an innovative entertainment destination for the young and young at heart. As active sponsors of major entertainment events in the Middle East, Virgin Megastore's support and partnership is not only innovative and interactive, but highly compelling too. And there's a good reason for that - we've got the right mix of the target group coming into our premises every single day. So be it concert tickets or pop-idol merchandise, Virgin Megastore is the place to get it all. Virgin Group Brand Values
* Fun = enjoyment and humor, not offensive and incompetent * Value for Money = Simple, not cheap
* Quality = Attention to detail, not expensive for the sake of it * Innovation = challenging convention, not different for the sake of being different * Competitive Challenge = responding to consumer needs, not being irrelevant * Brilliant Customer Service = empowered, not unprofessional people
Marketing strategy and Marketing mix:-
The strategic plan defines the company's overall mission and objectives. The goal of virgin mega stores is to create value for customers and build profitable customer relationships. Virgin mega store's goal focuses on the satisfaction of the customer not on the profit itself. Virgin follows Market-Oriented Definition by which virgin brings inspiration and innovation to everyone deal with virgin. Next comes marketing strategy by which Virgin mega store hopes to create customer value and achieve profitable relationships. Guided by marketing strategy the company (Virgin mega stores) designs an integrated marketing mix made up of the factors under its control such as (product, price, place and promotion. To find the best marketing strategy and mix the company engages in marketing analysis, planning, implementation and control. In order to make all customers satisfy Virgin mega stores had first to understand the needs and wants of the customers so Virgin made careful customer analysis. There are too many different kinds of customers with too many different needs. 1) Marketing segmentation:-
The market for virgin mega store consist of too many different types of customers such as (children, teenagers, young people or youth, even people above 60 years old no matter female or male, etc…….), and too different types of product such as (Music CDs, DVD movies, books, play station games, Cameras, computers, TVS, mobile phones, T-shirts and Gifts, Games, etc…………….) and the market contain also too many different needs. Virgin mega stores divided the market into groups according to the ages of the buyers or customers as the young people almost look for music CDs, DVDs movies, Teen agers especially boys are looking forward to getting the newest versions of play stations and the most recent Play Station games but for the adults or the grown up or even the elderly people they almost look for several kinds of books not only the newest one but they sometimes they look for very old books....