Analysis of Virgin Media's Marketing Mix and Promotional Strategies

This report provides a comprehensive analysis of Virgin Media's marketing strategies and promotional mix. It begins with an overview of Virgin Media, a British telecommunications company, and then delves into Task 1, which examines the advertising, public relations, sales promotion, events, experiences, personal selling, and direct and interactive marketing strategies employed by the company. The report highlights Virgin Media's use of advertising on various platforms, its targeting of a youth demographic, and its public relations efforts. It also details sales promotion tactics like discounts and loyalty schemes, as well as the use of events and experiences like the TV awards sponsorship. Furthermore, the report explores Virgin Media's digital marketing strategies, including social media marketing. Task 2 then applies the AIDA model to evaluate Virgin Media's customer journey, examining awareness, interest, desire, and action stages. The report concludes with a summary of the findings and references to supporting literature.

Principles and
Practices of
Marketing

Table of Contents
INTRODUCTION......................................................................................................................3
MAIN BODY.............................................................................................................................3
OVERVIEW OF VIRGIN MEDIA...........................................................................................3
TASK1.......................................................................................................................................3
Task 2.........................................................................................................................................9
Model 1 (i.e. AIDA)...............................................................................................................9
Model 2................................................................................................................................11
CONCLUSION........................................................................................................................12
REFERENCES.........................................................................................................................13
Books and journals...............................................................................................................13

INTRODUCTION
Marketing activity can we define a function which is related to establishing
relationships between customer and organisational production services by the use of
marketing tools and techniques (Alshaikh, Maynard and Ahmad, 2020). In context of present
report it is based on virgin media. It is a British multinational telecommunication organisation
which is providing telecommunication services within UK. This report is consists a
discussion on marketing and promotional mix portfolio of the organisation with the support
of various evidence.
MAIN BODY
OVERVIEW OF VIRGIN MEDIA
Virgin media is a British telecommunication organisation which is providing IT
services in telecommunication sector. Main theme of organisation is to enhance the business
profit by growing different part of the business and connecting each and every customer with
organisational mission vision and objectives. Currently company's focus on improving the
services of its brand broadband where it is bringing hai and technology to improve the speed
of internet by the use of broadband. Companies using a project lighting network which is
based on ultra surface fibre optic network (Chaffey and Smith, 2017). Virgin media is also
organisation which is launched a first virtual mobile network system which is helpful in
interacting with different customers and improving the quality services of the organisation.
TASK1
This beginning is consists of discussion about the promotional mix which is used by
Virgin media. Under this discussion about different strategies which are adopted by
Organisation in advertising public relations sales promotion event and experiences personal
selling which are discussed below:
Advertising
How do they advertise?

There are a number of strategies which are used by Virgin media to target customer
within the market and this Virgin media always target the youth where it used creative forms
of promotion that will attract customers. Here are organisation come up with the creative TV
advertisement which help in keeping the target group aware about the latest production
offerings. Company also used to advertise heavily on YouTube to target the customers in an
appropriate manner (Denton Jr, Trent and Friedenberg 2019).
What are the messages?
Virgin media is using an innovative message in its advertisement where it use the face
of Richard Branson in order to attract customers by using a tagline of "I am doubling
everyone's broadband speed". This is an effective tagline where organisation always use the
line that "My customers already have the UK fastest broadband but they did get a lot more
enjoyment out of it if the speed"

Target audience: In context of targeted audience Virgin media always used to target
the youth in the market. This is because it is analysed from the market study of Virgin media
that there are large number of young people which are involved in using internet and telecom
services. These telecom services are mostly used by young people who show that
organisation can easily target them by providing a cure to their hunger of high-speed internet.
So, targeted audience of organisation include young age group people which lies 18 to 40
(Duncan and Goddard, 2016).
Positioning: Company is using appropriate strategies to position its product it use
different kind of advertisement which attract the young people to work the broadband and
services provided by organisation. This is helpful for Virgin media to attract the customer and
position its product an appropriate market according to the requirements.
Public Relations and Publicity
Virgin TV is a digital play cable television services within UK which is owned by
liberty global. It is a part of Virgin media which is used by organisation for the mainstream
and industry press. Organisation doesn't use third party media channels in order to issue its
mainstream events and industrial press. This is effectively as it helps Organisation in
improving its function. Company always issued a press release in the end of month in order
to provide the information about the monthly profits as well as quarterly profits.
Sales promotion
Virgin media is an organisation which is operating with number of strategies in order
to target the customers and achieve the objectives in a timely manner. There are number of of

programs which are run by organisation in order to attract the customers some of these are
discussed below:
Discount: Discount is a major tactic which is used by organisation as a sales
promotion tool. Under this system organisation provide discount to the beginners for the first
time purchase a recharge of products and services offered by organisation.
Loyalty scheme: There are number of loyalty schemes which are used by virgin
media in order to maintain the customer and retain them for longer period of time. Under this
scheme organisation provide different recharge facilities where customer can use to make a
recharge for long term period for gaining the benefit of some extra offers (Grant, Wong and
Trautrims, 2017).
Flash sale: This is also a technique which is used by virgin group in order to attract
the customer and the sale of largest quantity. Under this organisation used to make flash sales
of different devices which are used as a method of communication. This flash sale consists of
discount on the products as well as a new type of technology which attract customer in large
number.
Events and experiences
Virgin group is also focusing on different kind of event and experiences which are
related to corporate social responsibilities and community groups. Some of these events are
discussed below which are related to the activities and programs sponsored by organisation.
TV awards: Virgin media is the title sponsor of British academy television award. It
is a part of 3 year partnership with Virgin media where it launches a new award call Virgin
media most moment. This award is given to the TV programme that got the national talking
in last year where it include The dramatic scenes cliff-hangers and many other aspects with
unforgettable TV experience (Foust, 2017).
Personal Selling
Personal selling can be defined as a system which involve selling of the product by the the
physical staff of the organisation. Under this system Virgin media used to sales number of
products where it provide appropriate training and development to the staff in order to sale
the product by collecting adequate information. This is helpful for the further improve the

function and selling the products and services in an appropriate manner to the customer. This
is also helpful in baking personal relations in a stronger way.
Direct Marketing
Digital marketing can be defined as part of marketing mix of organisations which
include use of digital platform to market the products and services of the organisation. In
context of Virgin media, it uses number of digital marketing platform which are helpful to the
organisation in improving its function at global level. The important platforms which are used
by organisation are Facebook, Twitter and Instagram. Here, virgin media used to write
different blocks and post social media posts in order to attract the customers throughout the
organisation in digitalised way.

Interactive Marketing
Interactive marketing is also known as trigger based or event driven marketing which
include different marketing strategies that can be used in a two way communication channels.
This is helpful to the customer in connecting with company in a director appropriate way.
Under the system the exchange can take place in a person by the use of female social media
and blogs. In context of virgin media it is using different kind of system which include owned
paid and earned channels to engage the customer and other stakeholders. These are discussed
below:
Owned media: it is that media which is related to which is created and controlled by
the organisation. In context of virgin media it include different blocks of organisation
YouTube channel website of firm as well as Facebook page. Created by organisation in own
and has full control over this where it doesn't need to pay for using these systems (Grigoryan,
2019).

Earned media: under this concept those media are included which are related to
customer press and public which share the content and speak about the brand via mouth. This
is can also so sad mouth publicity which is also earned by virgin media because of quality
products and services provided by organisation and continuously improving its services in
relation to satisfy the needs and requirement of customers.
Paid media: Paid media is that part of the channel which is related to sponsorship and
advertising the third party sites. This type of media is also used by virgin media in order to
improve its function where organisation use different platforms to create an appropriate panel
of working with will helpful in advertising about the organisation at third party references
(Hoyle, L.H., 2016).
Word of Mouth
Mouth marketing is that part of organisational popularity which is directly related to
increasing the wealth and working system of organisation within the market. In context of of
Virgin media, it is operating with large number of functions where it provides quality
products to the customers. This spring mouth marketing to the organisation we are a number
of individual used to pronounce the name of organisation at the term of quality and fastest
broadband services.
Social Media Marketing
Social media is the largest base for marketing the product and services of the
organisation in its target market. This is because there are a number of social media platforms
like Facebook and Twitter which can be used by the organisation in order to promote the
products and services digitally. Most of the targeted population of Virgin media is using
smartphone. This makes it helpful for the organisation to use social media platforms in order
to attract and connect with different individuals. Organisation is also providing fastest
services which help form in removing the conventional methods and using social media
platforms to advertise about the campaigns of firm. This is helpful to virgin media in re
forcing the position and improving the brand personality within the market in order to
achieve the objectives (Kumar, and Srivastav, 2019).

Task 2
Model 1 (i.e. AIDA)
Aida model is a strategic and tactical which is used by the organisation to identify and
evaluate the customer journey by using four different attributes which include awareness
interest desire and action. It can be defined as a well-established model which is used by the
organisation in order to compare the marketing to the other different classical marketing
models. This model can be applied to the present scenario of Virgin media where the purpose
of the organisation can be easily evaluated on the way of its brand and this is helpful in
creating the awareness about different target segments and using them in an appropriate
manner to achieve the objectives (Migliorini and Wezel, 2017).
AIDA model
This model is used to identify different competitive stages which are directly related
to using an appropriate buying process for the production services. This model is linked to the
purchasing funnel where has to go with different stages in order to achieve maximum
satisfaction and maintain a record of appropriate final purchase.

Awareness: this is the prime step in this function or model which is related to
creating brand awareness about the products and services in the mind of customers. It can be
evaluated that Virgin media group has an appropriate strength which is related to consistency
of the brand and using appropriate storing training methods to use better frameworks in entire
portfolio. There are a number of media flights railway travels and banking which are
considered by the organisation in order to spread awareness about the products (Kumar,
2018).
Interest: under this process there is discussion about generating the interest according
to the requirement of products and services for benefiting the organisation. Under interest it is
related to the target segment of the customer which is created by Virgin media. Organisation
is focusing on youth where it always use an appropriate campaigns to target them. This time
it is using biggest even network expansion in UK to improve its infrastructure related to
broadband services and target the customers by providing large and fastest internet services
by using broadband.

Desire: desire is the third stage in this process where it is important to evaluate the
desire for the products and services nature created by using appropriate strategies and
approaches like emotional connection. In context of Virgin media the current business
environment is directly impacted with the impact of covid-19 (Porral and Stanton, 2017).
Under this system there is continuously increase in the demand of internet services. This act
as a desire for appropriate functions which are related to internet services provider and tenor
communicators. In Order to achieve goals and objectives and performing function in an
appropriate manner. It became liability for the organisation to use an appropriate function
which will facilitate to identify the current desire. In context of virgin group media there are
some desire which are identified in the current market. These are discuss below:
More inclusion: This is a prime desire which is related to increasing the engagement
of workforce that is representing the diversity of communities and customers.
Battery products : Product quality is also being in current desire as there is
continuous increment in the requirement of sustainable performance which need to be used
better products.
Action: It is the last age under this process where it is required to follow appropriate
system to move the buyers and attract them in order to achieve the objectives of selling
products and services. After being attracting large number of buyers it is mandatory for the
firm to provide speed and availability options. These are the prime function of Virgin media
which are helpful in improving the perception of different individuals toward the brand and
serving with more growth in the community. In collaboration of house customer experience
design team and Virgin media there are a number of improvements in the stages which are
helpful in building appropriate relations and using joining of journey as a core slogan to build
and strengthen the relationship between customer and products and services of the
organisation (Payne-Palacio, 2016).
It can be evaluated for the above mentioned information that there is based on
development ideal journey which is helpful in setting UP basic and long-term relationship
with the customer. This is helpful to the organisation in improving the customer experience
and enabling better services for the production services. This is also helpful in exploring the
existing process of shadowing in interviewing of customer Care Company can target its
major stakeholders and provide them benefit regarding sales of products and services within
the market.