Virgin Group's Marketing Strategies: A Comprehensive Analysis

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MARKETING PRINCIPLES AND PRACTICE
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Table of Contents
Introduction................................................................................................................................3
Key marketing concepts and the terminology applicable for Virgin Group..............................3
Marketing Strategy of the Virgin group for attaining the organisational objectives.................4
Marketing concepts and principles used in daily organisational operation of the Virgin Group
....................................................................................................................................................6
Marketing research of the Virgin group.....................................................................................7
Relationship of the marketing functions with the other functional areas...................................8
Recommendations and Conclusion............................................................................................8
References................................................................................................................................10

Introduction:
This is the report which has presented a brief explanation regarding the marketing
concept about the Virgin Group. The founder of the organisation is Richard Branson. This is
the business which was a small business venture which was involved in publishing
magazines. This business now has expanded into a diversified international investment.
Intense research and the involvement of the strategies has headed the company towards the
success path. The Virgin group is a major brand and is a major conglomerate organisation
along with hundreds of organisations. It has attained global success over many of the
competing organisations in the sectors of the business like the leisure, travel, media, mobile,
holidays etc. This also possessed of a major thought out as well as an effective marketing
concept. This is the report which will identify the marketing strategies that is required to be
followed by the organisation for attaining the objectives of the organisation with the support
of the ethics. The principles as well as the concepts of the marketing that is being used by the
Virgin Group for the continuation of the regular operation is also being discussed in this
report. The relationship of the marketing functions with the further areas that are operational
within the organisation are required to be identified and the cross-functional marketing
relationship are also required to be identified.
Key marketing concepts and the terminology applicable for Virgin Group:
The Virgin Group is well-known for challenging the status of the competitors that is the
giants of the industry and the planet as well as the people are made champions.
As per Virgin Group, they have disruption within their DNA and they ensure about
capturing for the benefit of their sole organisation. This is being regarded as the reason
behind the existence of the Virgin Group. The chief aim of the Virgin Group is to perform

modification within the business for good (Ariganello 2016). The businesses are required to
be modified regarding the good means like:
 The decisions of the business that are made for today should be constructed with the
thought of the impact for the longer term.
 Within each of the business of Virgin, there should remain some purpose that are
clearly embedded, articulated and is measurable. The decisions of the organisation
are being driven with all these factors and their success is being fuelled which has
resulted for the positive impacts over the people, customers, environments as well as
the communities.
 The value and the principles of the purpose are required to be embedded regarding
the entire new as well as the existing business environments.
 The systematic change is pioneered over the Virgin Group through the advocacy and
the business leader profile of Sir Richard Branson and the challenges are risen (Avery
2017).
Product Strategy:
Along with the product of Virgin, the entire separate areas of the organisation are
required to follow the similar ethos such that the group is being easily recognisable by the
audience. The group is being recognised as a consistent brand image key. This is the brand
which is standing for the value for quality, money, fun, innovation as well as a sense of the
competitive challenge. This is the statement which the company has made and this is the
message which is required to be conveyed towards the designed audience for distinguishing
the products of the company from the further products sensing the market competition.
During the time when the product of the Virgin Group like the Virgin Atlantic is being
specifically observed, the demands of the customers is being satisfied with the delivery of the

travel methods but has travelled beyond the requirement of the customer with the offering of
value and style that is gained by the people worth of their money (Barrow 2016). A buzz is
created then around the product because of the facts that can head the customers towards the
forward direction in their journey.
Brand Strategy:
As per the marketing approach, the virgin has utilised the Monolithic Branding. This
has specified about the possession of a family name, that is then followed with the actual
range of the product such as the Virgin Atlantic, Virgin Trains, Virgin Mobile etc. the brand
of virgin has observed a spectacular growth over the years. A global economy is being built
by the Virgin branding team regarding the searching of the ways for engaging as well
providing inspiration to all the customers. The size of the organisation has influenced the
consumer to believe this organisation to be trustworthy within numerous areas (Bassell et al.
2019). When the logo of the company is observed, all the products of the company are
following the similar logo. Red colour is a common theme, where within each of the image
the word “Virgin” is mentioned clearly in a consistent font. This is the brand which is very
much aware of the fundamental goals and has aimed for making a difference within the life of
the people.
Promotional Strategy:
The promotional strategy of the Virgin has provided a positive impact over the
customers. This is a major company which has created a global name regarding themselves

and the big part is being played by the promotion. The founder of the organisation is being
seen within numerous videos of the YouTube for the exploration of the company parts
(Baxter 2019). These all little touches have made Virgin a caring and a very personal
conglomerate. Numerous celebrity faces are also being seen along with the businessman that
boosts about the well observance of Virgin. The part of Advertising is being regarded as the
major part of the promotion, thus numerous campaigns are being arranged by the company
which shows the positive ways of advertising that is being required for the brand promotion
as well as the promotion of the products towards full effect.
Marketing Strategy of the Virgin group for attaining the organisational objectives:
As per the brand manual of the Virgin Group, people are the priority of the brand. The
employees of the Virgin group are the pillars for attaining the success of the organisation.
Loyalty is being developed by them considering their employees for the building of the
reputation. The marketing strategy of the Virgin group is being developed with the selection
of the target market which means the model, which is being chosen by an organisation for
selling the products. The entire segments of the market are not fruitful for an organisation
(Berman and Schultz 2016). Numerous segments of market are being existing where, quick
profit is being guaranteed, numerous segments from where great potentials are gained. But
the organisation is required to make a careful choice. A thorough research is being required
regarding the buyer’s traits and the buyers’ specific requirements. The next option of the
marketing strategy is to gather the marketing mix which proposes the organisation about the
way for selling its products.
 The marketing strategy of the virgin group has provided the organisation, the
information regarding the edge over the competitor of it.

 This is the strategy which has helped Virgin group for developing the products and
the services along with the best potential of making profits (Biraghi et al. 2017).
 Virgin Group is assisted by this strategy to discover the affected areas of the
organisation while expansion and thus, an organisation plan is being created for
catering the needs of the customers.
 The right price of the goods is being fixed by Virgin Group with the help of this
strategy over the basis of the market research.
 An effective departmental coordination is also being ensured.
 Virgin Group has also made optimum utilisation of the resources for delivering a sales
message towards the target market of this.
 Virgin Group also have fixed the budget of the advertising with the assistance of the
marketing strategy. A method was also being developed for the determination of the
plans scope that is the generation of the revenue is being determined with the plan of
advertising (Brittain et al. 2019).
The strength of the Virgin group is the strong brand name of this. This is the group which
has a benefit of experiencing two variant types of distribution, one is the stationary trade and
the other one is the mail ordering. This is the group which integrated in a minimum way
through which it is made more flexible in comparison with the others. The strong brand name
of the Virgin group is being associated strongly with the owner of the company Richard
Branson. He is very much experienced in the introduction of the new products within the
environment of the competitive marketing. This is the company which possesses a very high
budget as well as the investment that is energised for paying the quality labour, the quality
service and the products (Charlesworth 2017).
The Virgin group will experience opportunities within the market of Australia. Headlines
are being made by the virgin airlines as because this makes competition with the other

airlines and impact is being created because of its lower pricing. This is not to be regarded as
the leading brand for any business. This is never been introduced as the leader of the market.
Though the brand is being recognised internationally, but few of its products are not known
to all. Innovation is not being introduced by Virgin (Gillespie and Reader 2017). This brand
only creates a product which imitates the existing product and is sold at a minimum price for
offering a variation. Other are merely being followed by Virgin but the trails are never
blazed. This is the group which is being regarded as a strong business but not a strong brand.
This is the not strong brand which is being brought by the name of this and its identity. This
is again to be regarded as a strong business (Groucutt and Hopkins 2015).
Marketing concepts and principles used in daily organisational operation of the Virgin
Group:
The marketing mix of the Virgin group are as follows:
Product:
The entire products of the Virgin group have their individual separate areas which is
required to track the similar kinds of steps, so that the products of the group are to be
recognised immediately. The group is standing to provide value to the quality, the money and
fun. The virgin group has offered numerous features of the phones. This is the organisation
which has also offered plans for the mobile communication to the customers. Wide range of
products are residing there separately from the mobile communications that is being placed
by the Virgin Group. The demands of the customers are being satisfied by the products of the
group (Groucutt and Hopkins 2015).

Prices:
The pricing strategy of the Virgin group is much clever along with the undeniably
influential promotional averts. A competitive pricing plan is being used by the Virgin and a
challenging cost is being offered compared to any other companies. The Virgin group
published mobile are being priced medium. The plans of pricing are very much dependent
over the services as well as the quality which is being offered. As well as the pricing strategy
of the Virgin Atlantic is precise and is clear. Several promotional averts that are influential
are being run by the company along with an attractive message that pricing does not matter,
the thing that matters is the high standard of the customer service (Harper and Endres 2018).
Promotions:
The promotion of the Virgin Atlantic has made a positive impact over the customers
and the huge company has made the name globally. The promotion of the brand has been
playing a major part within this. Different approaches are being made by the Virgin mobile at
medium prices. The products are being placed in front of the customers with the assistance of
the T.V, internet, magazines, etc (Lohmann and Spasojevic 2018).

Place:
The distribution channel of the Virgin group is expansive in an extreme manner. This
is the company which is known globally. Thus, though direct distribution is being utilised in
some of the cases, during the time when the retailing of the product is not done within the
physical stores. The indirect distribution is also being regarded as a required way for placing
the product within the best place regarding the consumers. For making the place of the Virgin
mobile, they have made their presence along with the internet websites. They are comprised
of the official stores and the websites. The Virgin Group is being regarded as an extremely
major distribution company which is a distribution channel which is equally large. The
company is being regarded as a global entity which is known for its presence around all the
continents across the world (Muegge and Reid 2018).
Process:
The virgin management is responsible for the management of the providing service
procedures. The process of the service is complex as the organisation is being operating
within numerous sectors.
People:
The personnel along with higher skills as well as with the maximum potentialities are
being hired by the Virgin group. The staffs as well as the personnel of the Virgin is being
trained with maximum skills for delivering better services to the clients as well as the
customers. Incentives and rewards are being offered by the management to the staffs for
maintaining the satisfaction of the customers (Piehler et al. 2015).
Physical evidence:

The physical evidence of the products of the Virgin group are being developed with
the inclusion of the skilled staffs for customer attraction and they are being convinced for
buying the services (Redpath et al. 2017).
This marketing mix tool is valuable for the consuming better investigation over the
activities which is required to be reserved into accounts to attain the publicizing purposes.
Marketing research of the Virgin group:
Virgin group has been struggling for capturing the new customers and the old once
are being preserved within the competitive environment. This is the sections which is being
regarded as the aims for the creation of the marketing strategy considering the business of the
Virgin Group, which is being required to be competitive within the globalised world. During
the recognition about the fact that the Virgin group is being regarded as an international
company which is being located within numerous countries. Thus, the consumer-based
approach towards the marketing is being utilised (Shah et al. 2015).
There has been some research by the company considering the preferences of the
customer constantly. The products are being availed that is mostly preferred by the
customers. The services are further being improved after the evaluation of the feedback from
the customer. Numerous dimensions are being integrated by the Virgin Group during the
marketing of the services and the products, which are like the product, position, price and
promotion.
Relationship of the marketing functions with the other functional areas:
Human Resource Management:
The main aim of the HRM of the Virgin is being focused over the management of the
recruitment and right direction considering the people is being provided, those are being

working with the business. The entire issues that is related with the employees are being dealt
like the performance management, hiring, safety, employee motivation, benefits, training and
administration and development of the organisation. The HRM, those are effective has
allowed the business for addressing the issues of the human resources in a strategic manner
(TAN and Reddy 2018).
The business managers of the company are being working effectively along with the
employees during doing business. The managers ask questions to the employees about their
ideas and views that can benefit the company. Thus, this is a technique which is very much
effective as the employees are felt special with this process. When the employees of the
company are aware that their views are counted by the company, then they work much harder
and thus bring success to the company (Vekic et al. 2017).
Legal:
The organization of Virgin has operative management regarding the legal procedures
as well as the policies. The organization switches the legal issues as per the legal regulation
within the country. Al though, a lot of issues is being experienced by the business during the
time when it has the requirement of providing international services within the industries like
the airlines as well as the media. The variance that lies within the policies framework and
within the legal framework among the numerous geographical areas which is being appearing
as the barricade for the growth of the organization (Zaušková et al. 2016).
Products:
The Virgin group has offered several products as well as services which are being
competitive. The travel sector has provided the services like the Virgin Atlantic as well as the
Virgin Travel. The products that are being included are the Virgin Books that publishes as
well as distributes along with the further stationaries. The Virgin Holiday is being