Case Analysis - Miguel Furian Campos MAJOR MARKETING...

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Miguel Furian Campos Target Market Target consumers aged 15 to 29. The penetration is significantly lower among those consumers The market has reached maturity and it is difficult to compete with the big players for the same consumers The big players haven’t targeted the young costumers, so that Virgin can focus on this market The market growth in this segment is projected to increase in the next years Product 1)Offer product/services that meet the needs of the target market, such as the VirginXtras, the text messages and the ring tones to download. Use eye-catching colors and patterns both in the cell phone and in the packaging. These features increase the benefits perceived by the consumers Cell phones are more than a simple handset to make and receive calls for this segment. They want are a fashion accessory and a personal statement These features generate additional usage, which helps to create loyalty. 2)Offer an effective 24-hour customer service to answer questions and solve problems
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Case Analysis - Miguel Furian Campos MAJOR MARKETING...

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