Studies the various aspects of growth and market study of The Virgin Group and how it can improve itself further. Created by Priyanka Sahoo,IIT Kharagpur as part of marketing internship under Prof. Sameer Mathur,IIM Lucknow

1. THE VIRGIN CASE STUDY

2. 1

3. HOW TO THEY DEFINE THEMSELVES?
“We are a family owned growth
capital investor with a globally
recognised and respected brand”

4.  It is basically an investment group
holding the Virgin Group Brand
 Founded by Richard Branson who also
happens to be the “Face of the Brand.”
 Leading entrepreneurial brands with
over 200 companies.
 Operates globally across 29 countries.
 It has a complex organizational
structure.
 High emphasis on innovation.
 Strong brand image “Consumer’s
Champion”.

5. RICHARD BRANSON
 Most Active and Outgoing CEO of the
company
 Uses his popularity for free media
publicity of his brand
 Also represents the face of the brand
 Branson can create interest in any
brand by simply attaching the name
‘Virgin’ to it.
 Takes active participation in
innovative promotional strategies

6. PERSONAL PHILOSOPHY

7. HISTORY AND GROWTH
Started in Britain with the innovative ‘Virgin Records’
Sold Virgin Records and went on to create 200 companies with revenues
exceeding 16.2 $.
Currently it is a highly diversified organisation.

9. The Virgin Group
Virgin Rail
Virgin
Atlantic
Virgin
Holidays
Virgin
Aviation
Virgin
Balloon
Virgin
Cinemas
Virgin
Cinemas
Virgin Travel
Virgin Travel
Virgin Media
Virgin
Publishing
Virgin Group
Virgin Direct
Virgin Net
Virgin Money
Virgin Mobile
Telecoms
Virgin Music
Virgin Record
Virgin Radio
EMI Virgin
Music
Virgin Digital
Studios
Virgin Trading
Virgin
Megastores
Virgin
Enterprises
Virgin Clubs
Virgin
Cosmetics
PRODUCT BREADTH

10. Market Penetration Product Development
Market Development Diversification
Existing Product New Product
ExistingMarketNewMarket
STRATEGIC DEVELOPMENT DIRECTIONS

11. 2

12. BUILDING CREATIVE MARKET
ORGANISATION
Out-of-the box marketing tactics involving Richard Branson improving Public
Relations

13. VIDEO

14. BRAND SLOGANS
Catchy Brand Slogans and Advertisements to attract customers

16. BRAND IMAGE
Fun
Value For
Money
Good
Quality
Brilliant
Customer
Service
Innovation

17. CUSTOMER AND EMPLOYEE MANAGEMENT
 Customer is God
 An employee is the greatest asset to the
company
Two Mantras

18. VIDEO

19. IMPROVING BRAND IMAGE
Spending Significant sum of money in ‘Socially Responsible Marketing’

20. Corporate Social Responsibility
Invests in renewable energy opportunities estimated around 3 billion $.
Promote safe and viable ways to control greenhouse gases

21. Businesses divided into eight socially responsible and sustainable groups
Virgin Atlantic, Virgin America, Virgin Blue Group, Air AsiaX, Belgium Air
Flying High
Virgin Holidays, Virgin Limited Edition
We’re All Going on a
Summer Holiday
Virgin Trains, Virgin Limobikes, Virgin Racing
Getting from A to B
Virgin Media, Virgin Mobile, Virgin Digital HelpStaying the pennies
Virgin Money, Virgin Green Fund
Watching the Pennies
Virgin Active,Virgin Healthmiles, Virgin Lifecare, Spa
My Body is a Temple
Virgin Galactic
Out of This World
Virgin Media, Virgin Books, Virgin Games, Virgin Wines, Virgin Experience
Days, Virgin Balloon Flights, Virgin Festivals, Virgin Radio International
Relax and Have Fun

22. 3

23. Both Virgin Media & Virgin Rail receiving many customer complaints with critics
suggesting that as a ‘weakness’ in Virgin's portfolio.

24. There is a supposed risk of brand dilution with too many brands under its umbrella

25. Departure of
Richard Branson
from the group may
lead them to
doldrums.

26. 4

27. Go for Less Diversification of its brand. Do away with less profitable companies

28. Succession Planning to ensure the group’s stability after Branson’s Departure

29. Organizational Restructuring

30. Improve Brand Image and Appeal Minus Richard Branson

31. SUMMARY

32. SOURCES
• Marketing Management: A South Asian Perspective 14th Edition by Philip Kotler
• Youtube- The Virgin Group:https://www.youtube.com/channel/UC6YXfLzZDCHkWutcqBAPMCg
• Slideshare: http://www.slideshare.net/
• Google Images
• Wikipedia: https://en.wikipedia.org/wiki/Richard_Branson

33. Created by Priyanka Sahoo,
IIT Kharagpur
during an internship by
Prof. Sameer Mathur, IIM Lucknow