According to the analysis of external and internal factors, to effectively achieve its objectives, Virgin could adopt the strategies described below: 5. Sign in to write a comment. Read the ebook. Marketing Plan for Virgin Blue 1. Marketing Plan for Virgin Blue 2.
Marketing Plan Example: Virgin Atlant Electronic Marketing Plan for the Int Critical The Impact of Culture on Int Marketing Plan for Ryanair. Marketing Plan for the launch of trav Tekrum Marketing Plan for Malaysia. Marketing Plan - Friends Provident. International Marketing Plan - Madame Feeding the Marketing Plan with Innov HTC Marketing Plan. TUI and its Marketing Plan. Marketing Plan for Costa Coffee. Publish now - it's free. Excerpt from 16 pages. Competitor Targets To increase market share, the company must view weak competitors as easy prey and channel resources to gain their target customers.
They could use this as their strength and target students or the younger people where they could use it as an IPTV which would enable them to increase their market share. Competitor advantage The strategies that Virgin should adopt to have an edge over its competitors are: 1. Price discounts 2. Marketing Mix 3. Referral scheme 4. Include more channels in VOD 5. Good customer Service 9. Marketing Mix Effectiveness 9. Product Virgin now offers the Asian channels as an add on package.
They also offer Sports channel as a separate add on. They should include this in the basic package because this would help them attract more customers. They currently advertise through newspapers, billboards and UK television channels. They should market more aggressively to be in line with competitors such as BSkyB.
Some of the strategies they can adopt is 1. Sponsorship in sports events such as the Olympics which will be held in London 2. Offer customer discounts 3. Online advertising and also promoting through brochures and flyers 4. Sponsorship on shows in tv channels 9.
The packages offered by Virgin Media are moderately priced. Virgin offers triple play strategy where the customer gets a bundle package of broadband, fixed telephone and digital tv. Also reducing the price of Video on Demand service would attract more customers. Place Virgin Media has a proper distribution system in place. The installation and service normally takes a very short time after a call is made to the customer service executive.
Virgin Media would be possible to suggest the customers about the services available in their location if they call the customer service. The sales of the company depends on the people handling customer service and franchises that sell the product.
The customer service staff should be well trained in the product and should be able to handle the customers in the right manner. They should be given periodic training at the time of a new product launch so that they have the right product knowledge.
The customer service team should also be motivated well through benefits and incentives. Budget The budget allocation in the company should be set in accordance with the objectives of the plan and should also be executed to ensure maximum returns from the investment made.
Virgin Media as per reports was way below its competitors in promotions. Hence it needs to allocate budget to allow promotions to increase revenue Organization and Implementation The marketing department of the organization should work in groups and should collectively contribute to the success of the company. The department should be divided into sub departments. Since the digital tv industry is a fast growing one, Virgin Media should make sure it does the maximum in order to achieve its market objectives and strategies Control The company has to undertake certain steps to ensure that it achieves it objectives and strategies.
There should be regular review meetings to check the development of the action plan which should be conducted by the Marketing Manager. Also regular feedbacks from customers should also be taken by the customer service team in order to ensure maximum efficiency.
They should make sure complaints are handled in time and also that the customer is kept satisfied. The company should be prepared to face any situation and a contingency plan should be kept in place.
Reflexive Account Marketing has always been a subject of key interest to me. Predominantly coming from a non marketing background I was always intrigued by the subject. This assignment has helped me understand the concepts and theories in marketing and has also helped me in analyzing marketing as an important aspect of business. Action Programs 9. Virgin Blue Airlines is the Brisbane-based subsidiary of the Virgin Group and began operation in Australia in the year They began with members and 2 planes flying the routes from Brisbane base to Sydney and return.
From the success of running a student magazine in London, Sir Richard Branson founded Virgin a small mail order company in at the age of Today, the Virgin Group has expanded into international music retailing, book and software publishing, film and editing facilities, clubs, travel, hotels and cinemas, through companies worldwide in 25 countries, employing over 35, staff.
Virgin Blue strives to be an innovative and vibrant Australian airline with a focus on delivering low fare travel to flight guests. Virgin Blue achieves this end through a managed reduction of operating costs that are in turn passed onto flight guests in the form of cheaper airfares.
Two of them dominated the domestic routes: Qantas and Ansett. These upheavals carried over to regional airline sector, where the numbers of domestic travels increased. Whole this international happenings including the Ansett collapse, offered Virgin Blue contingency for success.
Virgin Group owns 46 per cent of the equity in Virgin Blue company, while Patrick Corporation- the large, diversified Australian transport and logistics company acquired 50 per cent of the airline in Senior staffs of Virgin Blue hold the remaining 4 per cent. As its route network and service frequencies have expanded, it has shown an increasing marketing orientation towards leisure travellers. This specific target group is more concerned about travel times and service frequencies and less concerned about levels, such as business travellers.
Revenue for domestic operators derives chiefly from the business sector and domestic and inbound tourism. It has been estimated that domestic tourism contributes 40 per cent of revenue, with the business sector contributing 35 per cent and inbound tourism 25 per cent. Recently, the company has added one more feather to its hat with the launching of Virgin Orbit in Seattle. Furthermore, the company even wants to improvise the existing sectors. The company remains always ready to collaborate with the like-minded investors for offering better solutions to the people.
Three ways investment is preferred by the company — i Sector Expertise ii Experience of understanding the current market scenarios and iii highly skilled management teams. So the consumer belongs in a different kind of market group so the company orchestrates research about its consumer preferences. This allows the company to avail products which are more preferred by the consumers.
The company can improve its product quality after getting feedback from the consumers. This able it to garner a quick reputation for its services and helps it to stand alone from the crowd. Since then, the company always searches for the uniqueness that will earn its global recognition as it is today. The Virgin Group can deliver its service and products to its consumer at any location in the world within a little time achievable via electronic purchase and corporal delivery the product by using cargo planes.
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