Cody Rigsby \ 1. We decided that that pricing strategy three “a whole new plan” would be the most effective at positioning Virgin mobile as the brand for adolescents and young adults in the United States. This pricing strategy is easy for young consumers to understand and afford. The phones are at the most expensive $100, which a high school student can afford with half of their part-time job paycheck or a teenager who has an allowance can save up for a month and buy. It is also at a reasonable price for parents to spend on a phone if they were to purchase a handset as a gift or for their child’s safety as a way of instant communication between parent and child. This plan is also an excellent strategy because it throws out the idea of contracts, which 14-17 old teens cannot obtain without a parent to co-sign. This allows a teenager whose parent may not want them to have a cellular phone to get a cell phone or parents whom are not willing to jeopardize their credit or risk a high cell phone bill to fulfill their teenagers wants. This strategy will also be a great tool at building brand loyalty at a young age. If a teenager is given the freedom to have a cell phone at an early age by Virgin mobile and feels comfortable and trusting of the provider they will come back to the brand when their are of legal age to a contractual cell phone plan and opt out of it by choosing Virgin Mobile. Cell phones are a form of constantly innovated technology and young consumers are the opinion leader on these products and services in comparison to mature consumers. Targeting this market and eliminating all hidden fees such as taxes and service charges is a great way for this market to think of Virgin Mobile as trustworthy. We believe that the “whole new plan” is the best way to enter the mobile phone market, but if we were to create our own plan for the company we would