History of Virgin Mobile USA Virgin, led by Sir Richard Branson, is one of the top three most recognized brands in Britain. The company values money, quality, innovation fun and a sense of competitive challenge. In the past twenty years, Virgin has established more than 200 different corporate entities ranging from airlines, beverages, trains and cosmetics. Also, they usually target the untapped market because they believe that there are great opportunities where the needs and wants of people
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Introduction and Key Issues Virgin, a U.K.-based company is one of the top three most recognized brands in Britain. Virgin’s cellular operations in the U.K. had signed up approximately 2.5 million customers in just three years. The company had a history of brand extensions and one of these extensions is the launch of their wireless phone services in the USA called "Virgin Mobile". The key issue for Virgin Mobile is to select a pricing strategy that will both attract and retain subscribers. There
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quality, innovation and sense of competitive challenge is what Virgin stands for and its aim is to look for opportunities, which provides a better offer for its customers. That’s what drives Virgin Mobile USA to focus on youth market targeting customers between the ages of 15 and 29, which is a group that hasn’t been targeted as much by major cell phone providers. Virgin Mobile has proposed a 50-50 joint venture with Sprint, in which Virgin Mobile would buy minutes from Sprint as needed. Overall, this goal
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Case Study:-Virgin Mobile USA: Pricing for the very first time Introduction: Virgin Mobile Company led by Branson, is a British-base company. Dan Schulman was chosen as CEO in 2001. He was trying to find a niche market in US for virgin mobile. US market was under-served and dissatisfy with existing Carriers. Youth were ignored and no carrier had capitalized on this segment. The company entered in a 50-50 joint venture with US-based Sprint in which Virgin will use Sprint network for US services
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Virgin Mobile USA: Pricing for the Very First Time Company Background Introduction Case Background Issue of Concern Market Research Analysis All Options Theory Application Calculation Virgin Response Conclusion Recommendations Inviting Questions 2 Introduction Analysis Conclusion Company Background • Virgin, a leading branded venture capital organization, is one of the world's most recognized and respected brands. • Conceived in 1970 by Sir Richard Branson,
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Given Virgin Mobile’s target market (14 to 24-yeard-olds) How should it structure its pricing? The case lays out three pricing options. Which option would you choose and why? In designing your pricing plan, be as specific as possible with respect to the various elements under considerations (e.g. contracts, the size of the subsidies, hidden fees, average per-minute charges, etc.) There are two different pricing structures for Virgin Mobile. The first pricing structure is for their target market
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Analysis Virgin, a U.K.-based company, has been one of the top recognized brands in the U.K. with a brand identity that encompasses value, innovation and fun. This allows for the firm to play in numerous industries, everything from aviation to mobile phones. When assessing new market entry, Virgin typically moves into industries where the customer is less than satisfied and the incumbents are complacent. In the U.K., Virgin has been incredibly successful in the firm’s venture into the mobile phone provider
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Virgin Mobile USA : Pricing for the Very First Time 1) Virgin Mobile targets the 14 to 24-year olds market. The case lays out three pricing options. Which option woul you choose and why ? All three options are very interesting for Virgin Mobile to introduce the American market. Considering Virgin Mobile’s background, goals and strategy, I would have choose the option 3 « A Whole New Plan » There are few reasons that explain this choice : Firstly
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Virgin Mobile 1. Given Virgin Mobile’s target market (14 to 24-yeard-olds, how should it structure its pricing? The case lays out three pricing options. Which option would you choose and why? In designing your pricing plan, be as specific as possible with respect to the various elements under considerations (e.g. contracts, the size of the subsidies, hidden fees, average per-minute charges, etc.) 2. How confident are you that the plan you have designed will be profitable? Provide evidence
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Virgin Mobile USA: Pricing for the Very First Time - CASE STUDY Kiran Chimmiri Virgin is a U.K-based company led by Sir Richard Branson and is one of the three most recognized brands in Britain. Dan Schulman has been appointed CEO of the Virgin Mobile USA and is now trying to determine what pricing strategy would be most efficient in attracting and sustaining customers in the USA. There are several other decisions which also need to be made, such as unique features Virgin mobile can offer to differentiate
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