University:
Santa Ana College
Course:
DM 195 | Introduction to Digital Media Arts
Academic year:

2022
Views:

240

Pages:

1
Author:

Charlee Buchanan

Virgin Mobile Case Study In 2001, Virgin Mobile USA was founded based off of a U.K. based company that was led by Sir Richard Branson, named “Virgin.” The company led by Sir Richard Branson was among the top three recognized brands in Britain. Virgin’s vast portfolio contained over 200 corporate entities, ranging from transportation to cosmetics. Their values consisted of seizing valuable opportunities and work in a competitive environment. Having a target audience of 1519 helped the company in the U.S. to strive in addition to their partnerships with MTV and VH1. However, Virgin Mobile USA struggled with making their brand aware in the United States. Although Virgin Mobile USA was succeeding in the telecommunication industry by using the marketing strategy to target younger people, the other ages weren’t as aware of the brand in the United States. Besides the targeted age group, people weren’t very aware of the brand in the U.S. because they advertised mostly on MTV and VH! Which was mainly for teenagers. Older audiences would have only heard about the brand from their children but never actually see the ads themselves. This means they weren’t very aware of details about the brand and therefore wouldn’t look much into becoming a customer. Having this target audience and partnership caused issues for Virgin Mobile USA because it did not give the new brand enough exposure to succeed. There are a few different strategies that Virgin Mobile USA could implement in order to give the brand exposure in the U.S. My first recommendation would be to offer more international plans or business-related plans for companies either in the U.S. or in a different country. This would help them gain more exposure for companies which would be a good marketing strategies to gain more customers in and out of the U.S. Another recommendation I would give would be to increase their target audience and make more partnerships besides MTV and VH1 in order to get the attention of older audiences as well as young audiences. My last recommendation would be to advertise the brand more. By simply putting up billboards and ads in public areas and having more commercials I think the brand could be more successful in the U.S. Overall, Virgin Mobile USA could be more successful in the U.S. by changing a few things. From the beginning, the brand had a solid marketing strategy, however, it did not give enough awareness to the United States. Their target audience and partnerships is what omst affected the brands awareness. Changing their audience to appeal to more ages and adding advertisements would allow the brand to gain awareness in the U.S. and be overall more successful. In addition, it will help them to offer more deals for big groups of people such as company deals. This will help them to gain awareness because if a company uses Virgin Mobile USA as their company provider, they may use it as their personal cell phone provider as well. This could give them more customers, in addition to gaining awareness. Overall, if Virgin Mobile USA makes these changes, they can gain awareness in the United States, gain more customers, and overall become more successful as a brand.

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