4. Ad Tagline - “Think Hatke Richard Branson – ‘There is no point in Virgin doing anything, unless we can make a difference.’ The branding and marketing style of Virgin comes with a difference.

5. 10 paisa every minute for incoming. Revolution in India’s mobile world with the offer of rock-bottom call rates and a unique cash back offer for receiving calls.

6. Objective Spread brand awareness and create a foothold in this market segment for itself and satisfy some unmet customer needs. Virgin mobile had to communicate its brand in a way such that the customers notice it and perceive it as being a bit different. Virgin found that its users cared more about community than utility, so had to ensure its offerings were tailored to suit this group's preferences.

9. Internet Ads

11. Sales promotional Online Participation Allows customers to earn free airtime by participation in online advertisements and media. Party Line An innovative strategy to attract youth with its new plan which allows up to 6 friends to form a group and connect with each other by dialing a number.

12. Sales promotional Contd…. Free Virgin Mobile Minutes Win win situation for the customer and Virgin Mobile. Virgin Mobile Insider Program Free phones and swags to insiders in exchange of feedbacks Virgin on Campus: Students becomes brand ambassador and sell Virgin merchandise in exchange of counseling sessions .Encourage students to produce content.

13. Online Purchase Schemes Tie-up with MySpace Providing free and instant access to world’s largest social networking site

14. Richard Branson – Outrageous, flamboyant, unconventional, maverick entrepreneur. True to style, Branson unveiled his mobile brand with a 15-storey jump off a hotel building. Publicity

15. Direct Marketing Internet portal: The official portal of Virgin gives a lively feeling and has a very jazzy look.

16. Direct Marketing Contd.. Youth customers spend significant chunk of their time online. Convenience of buying from home. Customers rewarded with additional talk time, extra messages and other freebies. E.g.: BakBak offer provides online customers Rs. 100 worth of free talktime, 500 free SMSs, lifetime validity and a free prepaid connection on purchase of every handset. Online viral campaign: Interactive micrositeto promote its new ‘SMS Free After First Three’ tariff plan

18. Personal Selling KIOSK Trained customer care personnel address queries. Help in educating the end consumer.

19. Offerings

20. Strengths The branding and marketing style of Virgin comes with a difference The ad causes the consumer to pay attention. The ad properly reflects the consumer’s level of understanding of and behaviors with the service. Internet portal: The official portal of Virgin gives a lively feeling and has a very jazzy look. The best part is the commercials…no more communication with 999 plan and free lifetime incoming calls…rather quite unique and

21. Weakness Your audience should think that ‘they understand us’ rather than us saying so. They got it right in the product packaging but didn’t find the spot as engaging as the launch ads.

22. Recommendations Your audience should think that ‘they understand us’ rather than us saying so. They got it right in the product packaging but didn’t find the spot as engaging as the launch ads.