boundaries to the virgin brand name _brand management_ pgp31079_prathamesh_bobade
TRANSCRIPT
Are there any Boundaries in the Virgin Brand name?
Prathamesh Bobade, PGP31079Indian Institute of Management, LucknowBrand Management, Section A
About the Company• British multinational branded venture capital conglomerate founded by entrepreneurs Richard
Branson and Nik Powell• The brand name "Virgin" arose when Richard Branson and Nik Powell formed a record shop. They
considered themselves virgins in business. • Branson has described the "V" in the logo as an expressive tick, representing the Virgin seal of
approval • Virgin Group has its headquarters at The Battleship Building in the Paddington district of the City
of Westminster• The Virgin Group of companies have a complex structure that contains elements of a generic
conglomerate, a Keiretsu and sometimes simply licences its brand (Virgin Records & Media)
Brand Values • Fun : Enjoyment and Humour, Not offensive and incompetent• Value for Money : Simple, Not cheap• Quality : Attention to detail, not expensive for the sake of it.• Innovation : Challenging convention, not different for the sake of
being different • Competitive challenge : responding to consumer needs, not
being irrelevant • Brilliant Customer Service : Empowered, not unprofessional
Overview Strategy
Get into Categories where consumer needs are not well met and do different things to satisfy consumers
DiversificationBranding
Pioneering Ventures
Brand Extensions
400+ Sub brands
Brand Architecture• Brand architecture is the structure of brands within an organizational entity. • It is the way in which the brands within a company’s portfolio are related to, and differentiated from, one
another. • The architecture should define the different leagues of branding within the organization to reinforce the
core purpose of the corporate brand to which they belong.
Brand-Product Matrix
Ansoff Matrix
Virgin Group : Market Penetration StrategyThis involves increasing
market share within existing market segments. This can be achieved by selling more products or services to established customers or by finding new customers within existing markets. This can be accomplished by: (i) Price decrease; (ii) Increase in promotion and distribution support; (iii) Acquisition of a rival in the same market; (iv) Modest product refinements
Virgin Group : Product Development StrategyThis involves extending the product range available to
the firm's existing markets. These products may be obtained by: (i) Investment in research and development of additional products; (ii) Acquisition of rights to produce someone else's product; (iii) Buying in the product and "branding" it
Virgin Group : Market Development StrategyIn market development strategy, a firm tries to expand
into new markets (geographies, countries etc.) using its existing offerings.This can be accomplished by (i) Different customer segments (ii) Industrial buyers for a good that was previously sold only to the households; (iii) New areas or regions about of the country (iv) Foreign markets.
Virgin Group : Diversification Strategy In diversification an organization tries to grow its market
share by introducing new offerings in new markets. It is the most risky strategy because both product and market development is required. (i) Related Diversification - Here there is relationship and, therefore, potential synergy, between the firms in existing business and the new product/market space. (a) Concentric diversification, and (b) Vertical integration. (ii) Unrelated Diversification:
Brand-Product Matrix Extensions
Awareness generation by Sir. Richard Branson
Virgin Group (Fun, Informative, Humours Advertisements)
Virgin Group (Informative, Humours Advertisements)
Virgin Group (digital & Social Media Presence)https://www.youtube.com/watch?v=KS_6HHQ7jOA ; Virgin Atlantichttps://www.youtube.com/watch?v=dWphkogbaG8 : Virgin Hotelshttps://www.youtube.com/watch?v=I9V53Q7q-fU ; Virgin Mobile Indiahttps://www.youtube.com/watch?v=XSlKay88Ruc ; Virgin Train Ad
Brand Extension Advantages
Facilitate new product acceptance :• Improve brand image• Reduce risk perceived by customers• Increase the probability of gaining
distribution and trials• Increase the efficiency of promotional
expenditures• Reduce cost of introductory and follow up
marketing programs• Avoid cost of developing a new brand• Allow for packaging an labelling efficiencies• Permit consumer variety seeking
Provide feedback benefits to parent brand :• Clarify brand meaning• Enhance the parent brand image • Bring new customers into the brand
franchise and increase market coverage• Revitalize the brand• Permit subsequent extensions
Brand Extension Dis-Advantages • Can counter or frustrate consumers• Can fail and hurt parent brand image• Can succeed but cannibalize sales of parent
brand• Can succeed but diminish identification with
any one category • Can succeed but hurt the image of the
parent brand• Cab dilute the brand meaning• Can cause the company to forgo the chance
to develop a new brand.
• The line and Category extension is very aggressive
• Diversification in un related products can dilute the brand image of the parent brand if it doesn’t go hand in hand with the consumers perceived image
• Not all the extended products have been successful.
• Use of Richard branson to launch new product is working but if the brand image of Richard branson suffers it will have a direct impact on the parent brand ‘Virgin’ as there seems to be a great degree of brand association between Richard branson and Virgin
Virgin Group
These slides were prepared as a part of the course ‘Brand Management’ taught by Prof. Sameer Mathur at IIM Lucknow
Marketing Professor 2009 – 2013
Ph.D. and M.S. (Marketing) 2003 – 2009
Marketing Professor 2013 – Present
Indian Institute of Management, Lucknow
PGDM Student 2015 - 2017
Indian Institute of Management, Lucknow
Prof. Sameer Mathur
Prathamesh Bobade
Disclaimer