1. Virgin Mobile
Group 9
Arjun Batra 08FT-010
Gaurav Singhal 08FT-016
Rajeev Vishwanath 08FT-034
Rohit Dhuwad 08FT-037
Sippu Rout 08FT-050

2. About Virgin Mobile
Virgin Group
one of the world's most recognized and respected brands
Tata Tele Services Ltd. (TTSL)
one of India’s leading private telecom service providers
offers integrated telecom solutions under the TATA Indicom brand
uses the latest CDMA technology for its wireless network
Virgin Mobile India - Virgin-TTSL joint venture:
a ‘brand franchise’ agreement with TTSL
and not operating as MVNO
Target
break even in 3 years, at a subscriber base of 5mn

3. Market Analysis - STP
Segmenting
215 million Indians aged between 14 and 25 years
75.17 pc of mobile service market shared by GSM operators
Calling vs VAS
Targeting Youth Segment
70 mn own mobile phones in this age group
Addition of 50 mn new mobile phone subscribers in next 3 years
account for less than 30 pc of the total, but contribute over 50 pc of the telecom
industry's Rs 500mn , expected to reach 350mn
95 pc of young users are pre-paid subscribers, run out of both talktime and
recharging money by the month-end
VAS to be next in thing with maximum revenue
Positioning
As a Youth Brand – “Think hatke”

4. VAS in India

5. Current Marketing Strategy: 4Ps
Product:
connection provided by Virgin and supported by TTSL - vBling
CDMA handsets with RUIM – vSleek, vTrendy, vKewl
Price:
Service Pricing – Get paid to receive calls, outgoing calls from virgin costs 50
paise per minute after 2 minutes
Handset Pricing – at about half the price, Style + Value at low cost
Place:
dealers in 47 cities covering all Tier – I cities and major Tier – II cities
Virgin Mobile branded products and services online
Promotion:
find a way around, rather than a way against / Think hatke
Buzz marketing to get initial attention, followed by attitude based promotion

6. Challenges in achieving the goals
Number portability:
difficult to convert existing non-VM subscribers
limited to CDMA technology and in turn to limited handsets:
difficult to attract subscribers preferring GSM handsets
strategy and offerings are yet to be time-tested:
difficult to continue the initial buzz created

7. Mobile Service – Value Chain
Platform
Providers
Device
Manufacturer
Network
Operator
Content
Provider
Core
Competency
End User
Virgin Mobile

8. Proposed Marketing Strategy
Communicate clearly about the value proposition
'VAS targeted to youth' from lame 'think hatke' tag-line
Need based instead of generic
VAS with local content in vernacular language
‘Content is king’ in VAS – connect and sell
Attractive formats like 'Get paid per use' strategy in VAS using
Mobile marketing
compensate by third party advertisement
Venture into GSM sector through TTSL or other strategic alliances
Target upcoming fields like m-banking, m-commerce, m-governance

9. Implementation issues
VAS with local content in vernacular language
More strategic alliances with content developers
Need based content development
'Get paid per use' strategy in VAS using Mobile marketing
Subscriber base will decide attractiveness for third-party advertiser
Proper revenue sharing model to be developed
Venture into GSM sector through TTSL or other strategic partnership
TTSL has already talked to DoCoMo for GSM operations
Need for new partnership model
Target upcoming fields like m-banking, m-commerce, m-governance
User awareness
security

10. Marketing Audit Plan
Surveys targeting youth
Awareness about VAS
Awareness about VM’s brand position
Feedback from retail outlets and distributors
To find out trends after implementation of proposed strategies

11. Virgin Mobile - Schemes

12. THANK YOU