Virgin company: case study

Thèmes abordés

Virgin - Richard Branson - South Africa - North America - France

Résumé du document

Virgin has succeed, with the total investment of its owner Richard Branson, to be one of the most famous and popular companies of the world. To reach that goal, Richard Branson knew how to use his trendy image, but also how to be over present in the costumers' life using the strategy of brand name extension.

A brand used by many mobile phones in India, Australia, South Africa, North America and France. A partnership between Richard Branson and existing phone companies, using their network.

Extraits

[...] To reach that goal, Richard Branson knew how to use his trendy image, but also how to be over present in the costumers' life using the strategy of brand name extension. < number > Web sites : http://www.strategies.fr/ http://www.e-marketing.fr/ http://www.virgin.com/ Books : LAMBIN Jean-Jacques, Le Marketing stratégique fondements, méthodes et applications, Auckland p. [...]

[...] The image of the company Pre-eminence of Virgin in our lives Virgin : a good representation of the consumption society 6a00d83420d18253ef00e54f3a0b368834-800wi.jpg < number > The evolution of Virgin over the years < number > VIRGIN MEGASTORE Significant dates Identity card II) RICHARD BRANSON The business man Personal life III) THE VIRGIN GROUP Marketing strategy Brand name extension < number > Virgin Megastore virginmegastore_myspace < number > 1970 : creation of the company 1979 : opening of the first Virgin Megastore store in London exterior < number > 1986 : The Virgin company is quoted in the London market 1988 : opening of the first Virgin Megastore in France in the “Champs- Elysées” lseLles champs elysees 0004.jpg < number > Virgin Megastore is an international chain of record shops, a subsidiary company of the Virgin Group 2 headquarters: one in England (London), one situated in the USA (Los Angeles) A profit equal to 400 million Euros < number > ipod_nano.jpg < number > < number > First megastore in Virgin Megastores Second French distributor in cultural products behind FNAC stores < number > II) Richard Branson RichardBransonVirgin < number > The charismatic 58 years old British chairman of Virgin Group The 236th richest person of the word in 2008 A success story : from a bad student to a triumphant businessman richard_branson.jpg340x.jpg < number > His first success : the creation of the magazine “Student” Creation of a chain of record shops : Virgin Getting known thanks to famous artists Some problems with Justice the-sex-pistols-gh-iii-1.jpg20176345-20176346-slarge.jpg (extract god save the queen) < number > A man to be anything but a businessman A humanitarian who knows how to use his power owner of the Necker Caribbean island / celebrities' friends elders.jpg00745513975.jpg00745257787.jpg < number > An hyperactive person : world records, best selling biography , guest star in films and serials A controversial man lg_image.jpgcasino-royale-affiche.jpgguiness_logo.jpg55649_512x288_generated__UnEot2v5ZE67dN-TGhkUSA.jpg < number > III) The Virgin Group 215_profile_img1_virgin < number >  A young and trendy image < number > Establish a personalized relationship with customers Reward their best customers and encourage them to become more constant  Assure the customer's loyalty The fidelity card < number > The magazine First release in 1992 Allows the costumers a better visibility and memorization of the products and gives Virgin a “certificate of quality” < number > Cover all the needs of the costumers 215_profile_img1_virgin < number > A British airline company since 1984 A Virgin and Singapore airline cooperation From the United Kingdom to North America, the Caribbean, Africa, Australia Virgin Atlantic Airways < number > Virgin Mobile A brand used by many mobile phones in India, Australia, South Africa, North America and France A partnership between Richard Branson and existing phone companies, using their network. < number > Richard Branson's mission : fly passengers who are not professional astronauts An altitude of 100 kilometres and an experience of weightlessness for 6 minutes Virgin Galactic < number > Virgin has succeed, with the total investment of its owner Richard Branson, to be one of the most famous and popular companies of the world. [...]

[...] . LASSERRE Elise VIAROUGE Etienne Team number 13 < number > Why Virgin ? [...]