This presentation deals with case study on Virgin Group, given in the book "Marketing Management (15e)" written by P. Kotler and K.L. Keller. It is about how Virgin Group and how its founder has succeeded in establishing a creative and sustainable marketing organization.
3. Woww!!
But who’s the rockstar behind it?
• A high school
dropout
• Roared onto British Stage
in 70s with Virgin Records
• Has launched more than
400 companies Richard Branson
remember the name
4. What he thinks Virgin does!!!
Wherever we find them
(underserved, overcharged,
and complacent customers),
there is clear opportunity area
for virgin to do a much better
job than the competition.
13. But what does it get him???
Virgin’s press coverage
equates to
$1.6 billion
in media value per year
14. Also, he cares about his customers
•Post-launch of Virgin Atlantic, he
used to call 50 customers every
month.
•He would appear on airports and
hand out gifts to customers, whose
flights were delayed.
15. …And about society!
Invests in renewable energy,
and resource efficiency sectors.
Friendliness
Tackles global, social, and environmental problems
with an entrepreneurial approach.
$25m award to anyone
who develops a safe, long term, and
commercially viable way to remove green house gases.
16. Moral of the story
• Firms should foster a creative, non-traditional
marketing culture.
• Customers should see single face and hear single
voice, whenever they interact with firm.
• Corporate Societal Marketing
Have fun,
Do good, and
Money will
come
17. So…!!! How is Virgin unique in its quest to be a socially responsible and sustainable
company?
Because…
• Customer sees a direct relation between Virgin’s products and the cause, it is serving.
For example, Product: Virgin Atlantic, and Social Cause: Virgin’s Earth Challenge.
• Customer perceives it as an honest attempt of the company to return, what it is taking
from the environment.
Couple of quick questions
18. But…!!! What about the contradiction between Virgin’s negative environmental
impact (via air and rail) and the green message and communication efforts behind
endeavors such as the Earth Challenge?
We can’t avoid travelling, can we?
• What Virgin can do is, minimize the exploitation of natural resources by coming up with
innovated technology. That’s what Virgin is promoting by its the Earth Challenge.
• Virgin has hired scientists, professors, and environmentalists from outside to review the
submissions in the challenge, That shows Virgin is giving it a sincere shot.
19. • About Virgin Group and its Values
• Richard Branson: Master of Strategic Publicity Stunt
• Customer Care and Corporate Social Responsibility
• Couple of Quick Questions
All right… What did we go through?
21. Created during a marketing internship, under the guidance of
Professor Sameer Mathur
IIM Lucknow
Ph.D.: Carnegie Mellon University
by
Abhishek Gupta
IIT Guwahati
Thank You
For taking out time for this presentation
