marketing

Topics: Mobile phone, Text messaging, Virgin Group Pages: 1 (650 words) Published: October 31, 2014

5. What do you think of Virgin Mobile’s value proposition (the VirginXtras, etc.)? What do you think of its channel and merchandising strategy? We think that Virgin Mobile’s value proposition is very effective to its target market (14 to 24-year-olds). Virgin Mobile positions its brand is what the target market wants and is all about fun, honesty and great value for money. They do not only provide basic cellular service, but also push cell phone content to a new level that involves the delivery of content, features, and entertainment, which they call “VirginXtras.” Virgin Mobile customers have exclusive access to MTV, VH1 and Nickelodeon based content. This strategy appeals to the youth since most of their customers are MTV followers. Besides that, MTV networks is home to some of the most recognized youth brands in the country which is a perfect match to Virgin Mobile’s target market. Customers are given easy ways to vote for their favorite videos on shows such as MTV’s “Total Request Live” through their phones. They can also personalize phones by adding new characters like graphics, ring tones, text alerts and voice mail. In addition to the MTV-branded content, Virgin Mobile provides text messaging, online real-time billing, rescue ring, wake-up call, fun clips, the hit list, music messenger and movies. Text messaging is an important selling point to youth. Kids prefer to text rather than make phone calls. Even when they are in class, texting with friends is common. It is also a private way of communication for them since parents cannot know whom they talk to. So the amount of text messages will be huge. Online real-time billing provides customers a way to see call details and track monthly bills. Rescue ring is a new function, which may surprise customers. Nowadays, many young people do not have an alarm clock, they use cell phones to wake them up. Various wake-up calls will be favorite among youth. Ring tone shows a person’s taste of music and personality,...
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