annalysed case study of virgin mobiles harvard university case
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Consumer Behaviour Case Study -Virgin Mobile
P R I C I N G F O R T H E V E R Y F I R S T T I M E
1 June 2015
Virgin Mobiles USA
Prepared by-
Mohammad Tariq Stanikzai
Course-Consumer Behavior
Instructor-Prof. Mark. Runge
2Consumer Behaviour Case Study -Virgin Mobile
Index
Introduction-Virgin Group
Introduction-Virgin Mobile
Virgin Mobile – Ventures
Virgin Mobile USA
Mission
Objective
Case Questions
Pricing strategy
Addressing the Customers’ dissatisfaction
Telecom Market Comparison – Afghanisatan Vs USA1 June 2015
3Consumer Behaviour Case Study -Virgin Mobile
Introduction-Virgin Group
1 June 2015
Type Private limited company
Industry Conglomerate
Founded 1970
Founder Richard Branson
Headquarters London, United Kingdom
Area served Global
Revenue £15 billion (2012)
Employees Approximately 50,000
Year Milestones
1960 A seventeen-year-old Richard Branson launches his first two businesses
1970 Virgin opens Britain’s first residential recording studio
1980 Virgin Games is launched
1990 First national radio station hits the airwaves
2000•Virgin Media becomes the UK's first quadplay company•Virgin Mobile goes Global
Britain's Flag Carrier
Virgin Group
4Consumer Behaviour Case Study -Virgin Mobile
1 June 2015
Introduction-Virgin Group
Virgin Group Products
Banking
Beverages
TravelVideo games
Consumer electronics
Financial Services
Films
Internet
Music
Radio
Books
Cosmetics
Jewellery
Houseware Retail Mobile PhonesCommercial spaceflight
5Consumer Behaviour Case Study -Virgin Mobile
Virgin Mobile
1 June 2015
Ansoff Growth Matrix
Mark
et
ProductForay into new Market with new Product- “Diversification”
6Consumer Behaviour Case Study -Virgin Mobile
1 June 2015
Year Countries Partners
In operation
1999 UK NTL Telewest
2000 Australia Optus network
2002 USA Sprint
2005 Canada Bell Canada
2006 France Carphone Warehouse
2006 South Africa Cell C
2011 India Tata Teleservices
2012 Poland PLAY
Virgin Mobile Launch
Defunct
2001 Singapore Singtel
2010 Qatar Qatar Telecom
Virgin Mobile
7Consumer Behaviour Case Study -Virgin Mobile
Virgin Mobile - Ventures
1 June 2015
Success
Cellular Operation in UK
2.5 Million customers in 3 years
Country’s 1st MNVO (Mobile Network Virtual Operator)
United Kingdom Singapore
Failure
Cellular Operation in Singapore
Joint venture with Singapore Telecom
Fewer than 30,000 customers in 5 years
Strategy
Company leased Network space from Deutsche Telekom
Cause
Saturation of market
Virgin’s hip & trendy positioning
8Consumer Behaviour Case Study -Virgin Mobile
Virgin Mobile USA
1 June2015
Facts: • Mobile market seems to have 50% penetration with 130 million mobile subscribers• Age group 15-29 yrs came out to be less penetrated in terms of Mobile usage• This young demography was projected to have good growth in next 5 years
Issue:• Big players didn’t target this potential customer segment • This segment had been underserved; their specific needs had not been met
USA, Year 2011
Not just a call…
9Consumer Behaviour Case Study -Virgin Mobile
Search for Leadership
Virgin Mobile USA
2 Apr 2014
• US Telecommunications holding company • Providing wireless services • Major global Internet carrier• 3rd largest U.S. wireless network operator
Search for Service provider
50-50 Richard Branson & Daniel
Schulman
Daniel Schulman, CEO, Virgin Mobile USA
“..We would be entering with a brand that had little US name recognition except for Airline.. It’s these kind of opportunities where a team can define itself and if this could be pulled off it would be unbelievable..”
10 Consumer Behaviour Case Study -Virgin Mobile
1 June 2015
Mission
Mission Making a difference in the eyes of the customer in terms of
• Value for Money • Quality • Innovation• Fun• A sense of competitive challenge
11Consumer Behaviour Case Study -Virgin Mobile
Objective
1 June 2015
Objective
•Targeting age group of 15-29 years•The company aims to get 1 million subscribers by year 1•3 million by year 4By focusing on the youth market from the ground up and to serve these customers in a way they have never been served before.
12Consumer Behaviour Case Study -Virgin Mobile
Virgin Mobile- Promotion
VirginXtras
Text Messaging Online Real Time Billing Rescue Calling Wake Up call Ring Tones Fun Clips The Hit List Music Messenger Movies
Daniel Schulman“Our market research indicates that VirginXtras will attract and retain the youth segment”
1 June 2015
Consumer Behaviour Case Study -Virgin Mobile
GIVEN VIRGIN MOBILE ’S TARGET MARKET (14 TO 24 -YEAR-OLDS) , HOW SHOULD IT STRUCTURE ITS PRICING? THE CASE LAYS OUT THREE PRICING OPTIONS. WHICH OPTIONS WOULD YOU CHOSE AND WHY? IN DESIGNING YOUR PRICING PLAN, BE AS SPECIFIC AS POSSIBLE WITH RESPECT TO THE VARIOUS ELEMENTS UNDER CONSIDERATIONS (E .G. , CONTRACTS, THE S IZE OF THE SUBSIDES, HIDDEN FEE , AVERAGE PER-MINUTE CHARGES, ETC) .
1 June 2015
Question-1
14Consumer Behaviour Case Study -Virgin Mobile
Pricing strategy
1 June 2015
Overall Goal in choosing pricing structure
Need A Breakthrough
Must reach target market : YOUTH!
Create a positive lifetime value (LTV) for every customer.
- Must be able to make money
Three main options
1. Clone the industry prices.2. Price below competition.3. A whole new plan.
Audience don’t trust industry pricing plan.
Opportunity
15Consumer Behaviour Case Study -Virgin Mobile
1 June 2015
Pricing strategy
Option 1 : Clone the industry prices
1. Simple message Pricing competitively. MTV applications. Superior customer
service.2. Better Off-peak hours.3. Fewer hidden fees.
16Consumer Behaviour Case Study -Virgin Mobile
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Pricing strategy
Minutes
Option 1 : Pricing Structure
17Consumer Behaviour Case Study -Virgin Mobile
1 June 2015
Pricing strategy
Option 1 : Benefits and Shortcomings
ProsAndcons
Easy to Promote. Consumers are used to “BUCKETS”
and peak/off-peak distinctions. Savings on advertising budget costs. Simple packaging
Hard for a new entrant. No flexibility in calling habits. No price distinction hence consumers
are not willing to switch
18Consumer Behaviour Case Study -Virgin Mobile
1 June 2015
Pricing strategy
Option 2 : Price below competition
1. Similar structure Pricing slightly below
the competition.2. Maintain “buckets” of
minutes. Price per minute set below
industry average in certain key buckets.
Target young market that uses 100 to 300 minutes.
19Consumer Behaviour Case Study -Virgin Mobile
1 June 2015
Pricing strategy
Option 2 : Pricing Structure
20 1 June 2015Consumer Behaviour Case Study -Virgin Mobile
Pricing strategy
Option 2 : Benefits and Shortcomings
ProsAndcons
Maintain BUCKETS and volume discounts with price per minute set below industry average.
Offer best off-peak hours and less hide charges so consumer will know virgin mobile is cheaper and simple.
Expand size of market that results in greater sales and profit
Earnings from each consumer will be less
Sales growth doesn’t mean big profit May trigger competitive reaction
21Consumer Behaviour Case Study -Virgin Mobile
1 June 2015
Pricing strategy
Option 3 : Radically new plan
1. Shorten or eliminate contracts.
2. Prepaid service.3. Handset subsidies.4. Eliminate all hidden
fees and off peak hours.
5. Concept of LTVAfter evaluating the Pros and Cons of the three plans, we decide to try Option 3 with Optimal Pricing.
22Consumer Behaviour Case Study -Virgin Mobile
Pricing strategy
1 June 2015
Price Elasticity of Demand
Characteristics Demand is elastic Price sensitive A decrease in pricing will
increase in corresponding increase in quantity of demand
P1
P2
Q1 Q2
Price
Quantity
D
23Consumer Behaviour Case Study -Virgin Mobile
1 June 2015
Pricing strategy
Pricing Assumptions
Churn Rate= 6% for Prepaid Rate of Interest (i)= 5% per annum Market price = $ 0.15 for 200 minutes per month A customer uses the service for one year as Expected number of
months a customer will stay with Virgin is 1/ Churn rate = 1/ 0.06 = 16.67 months
Churn rate remains constant for the period a= 1 VirginXtras is not added to revenue
24Consumer Behaviour Case Study -Virgin Mobile
1 June 2015
Pricing strategy
Contracts: Does it make sense to shorten subscription terms or eliminate them?
1) Contract provides a hedge against churn.2) Estimated churn rises from 2 to 6%.Advantage: It allows 18 years and younger to purchase the product.
Prepaid Vs
Postpaid
Fact: 92% of subscribers have postpaid plan.Concerns: Prepaid arrangements have prohibitive pricing. (35-50 cents per minute to as high as 75 cents) Phone use was infrequent. Higher churn rate. No loyalty to provider. Recoup acquisition cost. Morgan stanley research suggest that acquisition cost
must be at or below $100 for prepaid to be viable. Need a method to add minutes.
25Consumer Behaviour Case Study -Virgin Mobile
1 June 2015
Pricing strategy
Handset subsidies Fact
Currently carriers purchase handsets from major
manufacturers at a cost of $150 to $300.
Carriers then subsidize user $100-$200 ---becomes part of
acquisition cost.
ApproachIncreasing subsidies so that
phones are cheaper than competition.
Getting consumers to feel more invested and loyal.
26Consumer Behaviour Case Study -Virgin Mobile
1 June 2015
Pricing strategy
Hidden Fees Off-peak hours
Goal: Make pricing very simple.“What you see is what you get”1)Rolling inner prices of taxes and fees into final prices.2)Make money.
Target marketYoung people!
Price insensitive. Demand is inelastic. Rarely worry about
charges. Call in office hours.
Make calls whenever necessary and can avoid.
Care about price Price sensitive. Elastic demand
Business person
Student
27Consumer Behaviour Case Study -Virgin Mobile
1 June 2015
Pricing strategy
What is LTV?
ARPU CCPU M AC LTV
Average Revenue per user
Cash cost per user(45% of ARPU)
Monthly Margin(ARPU-CCPU)
Acquisitioncost
LifetimeValue
R: Retention rate= 1- churn ratei= interest rate = 5%
-Sales commission-Advertising per gross add-subsidy cost
Value of customer in terms of how much service or product he will purchase in his lifetime.
Value of keeping customers loyal
28Consumer Behaviour Case Study -Virgin Mobile
1 June 2015
Pricing strategy
Acquisition Cost Advertising per gross
add- $75-$100 Sales commission-$100 Handset subsidy-$100-
$200
Total- $275-$400 Acquisition cost roughly-
$370
Breakeven Analysis
Monthly ARPU- $52 Monthly cost to serve-
$30 Monthly margin=($52-
$30)=$22
Time to breakeven on acquisition cost = $370/$22= 17 months
29Consumer Behaviour Case Study -Virgin Mobile
1 June 2015
Pricing strategy
Lifetime value Analysis
Option 11)r(annual retention rate): 1-(0.02*12) = 0.762)M (yearly margin): 22* $12= $2643)i(interest rate) : 5%4)AC(acquisition cost): $370LTV=[264/(1-0.76+0.05)]-
370 =$540
Option 21)r(annual retention rate): 1-(0.06*12) = 0.282)M (yearly margin): 22* $12= $2643)i(interest rate) : 5%4)AC(acquisition cost): $370LTV=[264/(1-0.28+0.05)]-
370 = -$27.14
30Consumer Behaviour Case Study -Virgin Mobile
1 June 2015
Pricing strategy
Option 3aWith
contract
$29 -- $35 due to hidden cost(21% decrease)1) r(annual retention rate): 1-(0.02*12) = 0.762)M (yearly margin): 22/1.21=$218.163)i(interest rate) : 5%4)AC(acquisition cost): $370
LTV=[218.16/(1-0.76+0.05)]-370 =$382
Option 3bWithoutcontract 1)r(annual retention rate):
1-(0.06*12) = 0.282)M (yearly margin): $218.163)i(interest rate) : 5%4)AC(acquisition cost): $370
LTV=[218.16/(1-0.28+0.05)]-370 = -$86.68
31Consumer Behaviour Case Study -Virgin Mobile
1 June 2015
Pricing strategy
Lifetime value Analysis Results
Option
1 2 3a 3b
LTV +$540 -$27.14 +$382 -$86.68
+valueAcceptabl
e
A different approach1)Lowering customer Acquisition cost
• Sales commission: $30• Advertising per gross add: $60• Handset subsidy: $30Total customer Acquisition cost= $120
2)Embracing additional pricing elements3)Developing competitive positioning through pricing.
32Consumer Behaviour Case Study -Virgin Mobile
1 June 2015
Pricing strategy
Achieving profitability
1. Breakeven Analysis Given the acquisition Virgin’s $120 acquisition cost,
what would the company have to charge on a per-minute basis (P) to equal the industry’s break-even time of 17 months, assuming that Virgin’s customers use 200 minutes per month (a midpoint of estimate p. 7)?
Monthly ARPU: 200(P) Monthly cost-to-serve (45% - Ex. 11): (0.45)*[200(P)] Monthly margin: [200(P)] - [90(P)] = 110(P) Virgin Acquisition Cost: $120 Price to Break-Even: 120 / 110(P) = 17 P = 6.4 cents
r (annual retention rate): 1 - (0.06 * 12) = 0.28
LTV (6.4): [(0.064 * 110 * 12) / (1 – 0.28 + 0.05)] – 120= - $10.29
LTV (10): [(0.10 * 110 * 12) / (1 – 0.28 + 0.05)] – 120 = $51 LTV (25): [(0.25 * 110 * 12) / (1 – 0.28 + 0.05)] – 120 = $ 309
LTV Analysis: Eliminating contracts
Consumer Behaviour Case Study -Virgin Mobile
THE CELLULAR INDUSTRY IS NOTORIOUS FOR HIGH CUSTOMER DISSATISFACTION. DESPITE THE EXISTENCE OF SERVICE CONTRACTS, THE BIG CARRIERS CHURN ROUGHLY 24% OF THEIR CUSTOMERS EACH YEAR. CLEARLY, THERE IS VERY LITTLE LOYALTY IN THIS MARKET. WHAT IS THE SOURCE OF ALL OF THIS DISSATISFACTION? HOW HAVE THE VARIOUS PRICING VARIABLES (CONTRACTS, PRICING BUCKETS, HIDDEN FEES, OFF-PEAK HOURS, ETC.) AFFECTED THE CONSUMER EXPERIENCE? WHY HAVEN’T THE BIG CARRIERS RESPONDED MORE AGGRESSIVELY TO CUSTOMER DISSATISFACTION?
1 June 2015
Question-2
34Consumer Behaviour Case Study -Virgin Mobile
1 June 2015
Addressing the Customers’ dissatisfaction
Sources of customer
dissatisfaction
contracts
Peak time differentials
Complex sales process
privacy concerns
Credit checks
Poor customer service
Hidden fees
Bucket pricing
35Consumer Behaviour Case Study -Virgin Mobile
Reasons for dissatisfaction Customer under contract leads to lower churn rate
Hidden charges allows the company to promote at lower per minute pricing levels.
A complex sales process, which in turn drives costly sales commissions.
Bucket pricing system often lead to confusion with customers and so they are penalized.
Off-Peak/On-Peak differentials add to customer confusion and off-peak period has shrunk over time
1 June 2015
Addressing the Customers’ dissatisfaction
36Consumer Behaviour Case Study -Virgin Mobile
Virgin Mobile – A Different Approach
1. From a customer perspective, an "ideal" plan would probably include a number of elements which would have a potentially negative impact of the company’s financial…
2. … but Virgin can use a number of different managerial tools to counter these negatives, for example:
• Lowering Customer Acquisition Costs
• Embracing Additional Pricing Elements
• Developing a Highly-Differentiated Competitive Positioning through a new services package and a new pricing proposition
1 June 2015
Addressing the Customers’ dissatisfaction
37 1 June 2015Consumer Behaviour Case Study -Virgin Mobile
No contracts
A Consumer Friendly Plan: Potential Problems
Increased Churn
Consumers want….. But the problem is …..
No Pricing Buckets
No Hidden Fees
Lower Operating Margins
No Peak/Off Peak Hrs
No Credit ChecksMore
Uncollectibles
Simple Sales Process
Sales commission reduction
Great Service Increased Costs
Addressing the Customers’ dissatisfaction
38Consumer Behaviour Case Study -Virgin Mobile
1 June 2015
Lowering Customer Acquisition Costs
1. On sales commissions
• Because of a different channel and merchandising strategy where "consumers can pick up the phone without a salesperson helping them" , Virgin expect its sales commissions to be $30 per phone, as opposed to $100 for the industry average.
2. On advertising costs
• Virgin plans to spend much less than its competitors (approx. $60 million for the year. Given the company’s target to acquire 1 million customers during this period, the advertising cost will be $60 per gross ad, compared to the industry average of $75 to $100 .
3. On handset subsidies
• Virgin handsets cost the firm between $60 to $100 compared to an industry average of $150 to $300 because the company plans to stay away from selling high-end phones to young customers.
• If Virgin is decided to offer subsides at half the rate of the industry average (current industry handset cost / subsidy = 67%), then this subsidy would be roughly ($80 * 35%) = $30
4. Virgin total acquisition costs: $120
• Sales commission: $30• Advertising per gross ad: $60• Handset subsidy: $30
Addressing the Customers’ dissatisfaction
39Consumer Behaviour Case Study -Virgin Mobile
Embracing Additional Pricing Elements
1. Pre-paid requirement – no contract
• Eliminate the problem of uncollectible• Eliminate the need for credit check• Simplify the selling process• Encourage trial (and therefore potentially lower customer acquisition
costs)• Lower costs-to-serve (simplified billing, reduced number of service
calls related to pricing disputes)
2. A completely transparent, simple (one-size fits-all) per-minute price – no form of pricing discrimination being practiced by the competition (pricing buckets, on/off-peak policies, hidden fees, etc.)
1 June 2015
Addressing the Customers’ dissatisfaction
40Consumer Behaviour Case Study -Virgin Mobile
Developing a Highly-Differentiated Positioning
1. A highly-differentiated service proposition
• Rescue Rings• Wake-Up Calls• VirginXtras…
2. A highly-differentiated pricing proposition
3. An opportunity to tap into the consumer resentment with a non-cynical, non-manipulative and radically different pricing approach, one that promises full transparency, no traps and no (bad) surprises, all at a fair price (customer rage management)
1 June 2015
Addressing the Customers’ dissatisfaction
41Consumer Behaviour Case Study -Virgin Mobile
A Consumer Friendly Plan: Potential Solutions
1 June 2015
No contracts Increased Churn
Consumers want… But the problem is …..
No Pricing Buckets
No Hidden Fees
Lower Operating Margins
No Peak/Off Peak Hrs
No Credit ChecksMore
Uncollectibles
Simple Sales Process
Consumer Confusion
Great Service Increased Costs
Lower Acquisition
Costs
Simplified Pre-paid Planeliminates
confusion, no uncollectibles, fewer service
calls
Lower Subsidies
A possible solution is …..
Addressing the Customers’ dissatisfaction
Consumer Behaviour Case Study -Virgin Mobile
WHAT DO YOU THINK OF VIRGIN MOBILE’S VALUE PROPOSITION (THE VIRGINXTRAS, ETC.)? WHAT DO YOU THINK OF ITS CHANNEL AND MERCHANDISING STRATEGY?
1 June 2015
Question-3
43Consumer Behaviour Case Study -Virgin Mobile
Value Proposition
1 June 2015
Basic intent to appeal to the youth, market, generate additional usage, and create loyalty
virginExtra – Integrate entertainment with basic telephony Text Messaging, Online Real-Time Billing, Rescue Ring, Wake-Up Call,
Ring Tones, Fun Clips, The Hit List, Music Messenger, Movies. Packaging – colorful and vibrant, Hassle free sale Availability – At places frequented by the youth Holistic marketing approach takes pricing decision based on various factors –
3Cs and marketing environment. Company – Pricing should conform to the company’s marketing strategy
and its target markets and brand positioning. Customer – Uniform and hassle free pricing which will enhance
Customer’s satisfaction. Competition – A pricing strategy which will provide the company a
distinct competitive advantage
Consumer Behaviour Case Study -Virgin Mobile
DO YOU AGREE WITH VIRGIN MOBILE’S TARGET MARKET SELECTION? WHAT ARE THE RISKS ASSOCIATED WITH TARGETING THIS SEGMENT? WHY HAVE THE MAJOR CARRIERS BEEN SLOW TO TARGET THIS SEGMENT?
1 June 2015
Question-4
45Consumer Behaviour Case Study -Virgin Mobile
1 June 2015
Target Market Selection
Identified the age segment where the Industry penetration was the lowest, that is, between 15 years to 29 years of age.
Age 15-19 Age 20-29 Age 30-590
10
20
30
40
50
Mobile Phone penetration
Mobile Phone penetration
46Consumer Behaviour Case Study -Virgin Mobile
Target Market Selection
1 June 2015
Identified the income segment with a low disposable income and high aspiration for trendiness.
115
32
32
USA Demography by Income
Upper ClassUpper Middle ClassLower Middle ClassWorking ClassLower Class
Consumer Behaviour Case Study -Virgin Mobile
HOW DO THE MAJOR CARRIERS MAKE MONEY IN THIS INDUSTRY? IS THERE A FINANCIAL LOGIC UNDERLYING THEIR PRICING APPROACH?
1 June 2015
Question-5
48Consumer Behaviour Case Study -Virgin Mobile
Make Money
1 June 2015
1. Major carriers continue to hold customers "hostage" through contracts and leave them feeling trapped in their plans (capture).
2. Customers, being obliged to sign up for pricing buckets, are penalized, often heavily, for shortfalls and overusages (decommoditization and consumption penalties).
3. Due to hidden costs (taxes, extra charges, service costs, etc.), customers often wind up paying 20-25% more than they expected on a per minute basis (lack of transparency).
4. Off-Peak/On-Peak differentials add to customer confusion and off-peak period has shrunk over time (constrained consumer behaviour patterns).
5. Credit checks eliminate roughly 30% of the pool of applicants due to poor credit rating, after consumers spent time and effort dealing with sales people (increased consumer rage).
Consumer Behaviour Case Study -Virgin Mobile
HOW CONFIDENT ARE YOU THAT THE PLAN YOU HAVE DESIGNED WILL BE PROFITABLE? PROVIDE EVIDENCE OF THE FINANCIAL VIABILITY OF YOUR PRICING STRATEGY
1 June 2015
Question-6
50Consumer Behaviour Case Study -Virgin Mobile
The Designed Plan
1 June 2015
1. From a customer perspective, an "ideal" plan would probably include a number of elements which would have a potentially negative impact of the company’s financial…
2. … but Virgin can use a number of different managerial tools to counter these negatives, for example:
• Lowering Customer Acquisition Costs
• Embracing Additional Pricing Elements
• Developing a Highly-Differentiated Competitive Positioning through a new services package and a new pricing proposition
51Consumer Behaviour Case Study -Virgin Mobile
Lowering Customer Acquisition Costs
1 June2015
1. On sales commissions
• Because of a different channel and merchandising strategy where "consumers can pick up the phone without a salesperson helping them" (p. 5), Virgin expect its sales commissions to be $30 per phone, as opposed to $100 for the industry average.
2. On advertising costs
• Virgin plans to spend much less than its competitors (approx. $60 million for the year (p. 5). Given the company’s target to acquire 1 million customers during this period, the advertising cost will be $60 per gross ad, compared to the industry average of $75 to $100 (p. 9).
52Consumer Behaviour Case Study -Virgin Mobile
Lowering Customer Acquisition Costs
1 June2015
3. On handset subsidies
• Virgin handsets cost the firm between $60 to $100 compared to an industry average of $150 to $300 (p. 5) because the company plans to stay away from selling high-end phones to young customers.
• If Virgin is decided to offer subsides at half the rate of the industry average (current industry handset cost / subsidy = 67%), then this subsidy would be roughly ($80 * 35%) = $30
4. Virgin total acquisition costs: $120
• Sales commission: $30• Advertising per gross ad: $60• Handset subsidy: $30
Consumer Behaviour Case Study -Virgin Mobile
PLEASE DESCRIBE HOW THE SITUATION AND FINDINGS IN THE CASE AND/OR YOUR CONCLUSIONS COULD BE USED TO BENEFIT YOUR JOB/EMPLOYER AND AFGHANISTAN AS A WHOLE.
1 June2015
Question-7
54Consumer Behaviour Case Study -Virgin Mobile
1 June 2015
Websites http://www.virginmobile.in/ http://www.virginmobileusa.com/ http://en.wikipedia.org/wiki/Virgin_Mobile
Tools used Microsoft Encarta (Encyclopedia for offline references) Microsoft Excel (for data analysis & graphs)
References