Marketing Analysis: Virgin Media's Strategies and Practices

This report provides a comprehensive analysis of Virgin Media's marketing strategies, focusing on its application of key marketing principles. The report begins with an introduction to marketing and its importance in business, specifically highlighting how Virgin Media, a British telecommunications company, utilizes marketing to promote its services. It delves into Porter's generic strategy, examining how Virgin Media employs cost leadership to gain a competitive advantage by offering affordable services. The Ansoff matrix is then explored, illustrating Virgin Media's market development strategy, particularly its expansion into Romania. The report also analyzes the marketing mix, including product, price, place, and promotion, in relation to Virgin Media's operations in Romania. The report concludes by emphasizing the significance of marketing principles for business growth and customer satisfaction, referencing relevant literature to support its findings.

PRINCIPLES AND PRACTICES
OF MARKETING-PPM

Table of content
 INTRODUCTION
 Porter’s generic strategy
 Ansoff matrix
 Marketing Mix
 CONCLUSION

INTRODUCTION
Marketing is an important activity of a business that promotes
and advertises is the product to increase its sale. The function of
marketing can be achieved effectively by following the principles
of marketing. The principles of marketing our consumer centric
and helps the organization to understand the needs and wants of
customers and serve them accordingly. In this report there is a
study of marketing principles in relation to Virgin Media which
is a British telecommunications company that provides
television, telephone and internet services in UK. Poster's generic
model and Ansoff are used to make strategies by the company to
achieve its objectives. In the end of this report the marketing mix
is also there in relation to Virgin Media in România.

Porter’s generic strategy
 Porter’s generic strategy was introduced by Micheal Porter in
1980. This model helps company to gain competitive
advantage by using the right strategy. The three strategies in
relation to Virgin media are as follows
 Cost leadership strategy helps in gaining competitive
advantage by lowering the cost. Virgin media takes the
advantage of lowering the price and making its services
available and affordable to all. Virgin media has market
leadership as it has most significant value chain management.
They target middle class people which make the largest part
of the consumer group of the country and by providing them
at affordable price they gain cost leadership in the market.

Ansoff matrix
Ansoff matrix is a planning tool that helps to formulate strategies for
the future growth of the organization answer of metrics in relation to
Virgin media is mentioned below
 Market development means entering into a new market and
making strategies to grow by solving and targeting more
customers. As Virgin media is planning to move România. The
company will go into new market and provide its existing services
to gain more customer base and become more profitable. Market
development is essential as it carters more customers towards the
company and increase the profitability.
 Marketing entering mode this shows the method through which
company expands its operations. Virgin media is moving to
România. The mode selected impacts the growth of that place.

Continue
 Pricing strategy of a company impact it customer and their
reason to buy or not to buy the products of its company. In
relation to Virgin media it offers its products and services at a
price lower than the competitors for example the broadband
connections and phone packages are offered at lower price to
make them affordable and target more customers. They also use
competitive pricing to gain advantage in the market. One of the
reason for growth of Virgin Media is their affordable price.
 Positioning Strategy: This means where the company positions
its product and what is image of company in mind of customers.
Virgin Media has positioned it as providing quality service at
affordable price to its customers.

Marketing Mix
 Product: The product is what company deals in and sells to earn
profit. To attract more customers it is important to offer them products
according to the needs and wants of the customers at that place. In
case of Virgin Media they deal in broadband, TV, mobile, bundles.
When they will move to România the company will deal in same
products and will change according to needs and wants of the
customers there.
 Price: The prices set by Virgin Media are lower as they want to
increase the affordability. They cover mass population and serve the
customers. They follow competitive pricing strategy to gain
competitive advantage and sale the goods to niche market. The
customers are to be identified and served according to the situation
there. They offer services to niche market netter than
conventional once.

Continue
 Place: The place where the company is operating and sells its products and
services. Also the sales of a product depend on the place and people of that place.
The Virgin Media is planning to move to România to increase its market.
 Promotion: Virgin Media targets the youth population and promotes its product
it in a creative way. They regularly promote their product by giving
advertisement on TV and always update its customers about the new products.
They use social media marketing, search engine optimisation and gain
competitive advantage over the competitors in România. They use YouTube to
heavily advertise their product and service. Also they offer heavy discounts and
offers on special events and festivals. The main reason behind increasing sales of
an organization is their promotion strategy better a company promotes its
products the more is sale of its products. Virgin media targets the youth and make
the creative promotions to influence the customers they use advertisement as well
as digital platforms to promote their product
 This is the marketing mix followed by Virgin Media while moving in
România.

CONCLUSION
 Marketing is most important function in every
company. Virgin Media being a telecommunications
company follows the principles of marketing to
understand the needs and wants of customers and
satisfy them. It also important to make strategies
that gains competitive advantage and get cost
leadership in the market. It is important to use right
principle for growth of company and to serve
customers with the needs and wants.

REFERENCES
 Gbadamosi, A., 2019. Contemporary issues in marketing: Principles
and practice. SAGE Publications Limited.
 Yuruk-Kayapinar, P., 2020. Basic Marketing Strategies and Marketing
Mix in Small-Scale Sports Events. In Principles and Practices of
Small-Scale Sport Event Management (pp. 147-173). IGI Global.
 Ahmad, N., 2018. Toward advancing debates on Islamic marketing: a
renewed perspective. Journal of Islamic Marketing.
 Kubberød, E., Viciunaite, V. and Fosstenløkken, S.M., 2019. The role
of effectual networking in small business marketing. Journal of small
business and enterprise development.
 Mahr, D., Čaić, M. and Odekerken-Schröder, G., 2020. An
Interdisciplinary View of Marketing Ethics. The SAGE Handbook of
Marketing Ethics, p.58.

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