Business Case Studies, Positioning, Repositioning, Reverse Positioning Strategies Case Study, Virgin Mobile, Virgin Group

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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


Case Code: POS0008

Teaching Note: Available

Structured Assignment: Available

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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


  • Introduction
  • Virgin creating flutters in the US Mobile Market

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