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Positioning, Repositioning, Reverse Positioning Strategies Case Study
Case Title:
Virgin Mobile in USA: Differentiating Growth Strategies
Publication Year : 2004
Authors: Saradhi kumar, Sumit Kumar Chaudhuri
Industry: Telecommunications
Region:USA
Case Code: POS0008
Teaching Note: Available
Structured Assignment: Available
OR
Abstract:
Virgin Group, the British conglomerate which operates in various businesses from airlines to bridal services, started Virgin Mobile USA (Virgin) in July 2002. Virgin targeted the under penetrated youth segment in the US market and was able to enrol two million customers by mid-2004. Analysts termed this performance as a huge success, considering the point that the services were targeted at the low-income youth market.
Pedagogical Objectives:
- To discuss Virgin Mobile's entry strategies into a seemingly matured US mobile market.
Keywords : Virgin Mobile; Virgin Group; Wireless Telecommunications; Telecommunications in USA; Mobile virtual network operators (MVNO); Telecom resellers; Competitive Strategies Case Study; Youth brands; Marketing to young America; Sprint PCS; Demographic segmentation; Wireless carriers in USA
Contents:
- Introduction
- Virgin creating flutters in the US Mobile Market
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