Strategic marketing plan



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MISSION STATEMENT(S)


“Virgin stands for value for money, quality, innovation, fun and a sense of competitive challenge.”

HANNAH: Is there an SBU statement?? As per project guideline 'Conclude with a brief statement of what this means in terms of establishing parameters of the product and market scope for the strategic marketing plan.

PRODUCT DEFINITION

AT THE INDUSTRY LEVEL (TOTAL OF ALL PRODUCT CATEGORIES):


Virgin Group Ltd. engages in the fields of leisure, travel, tourism, mobile, broadband, TV, radio, music, finance, and health in Asia, Europe, North America, Africa, and Australia. It engages in the fields of airlines, rail services, vacation and cruise packages, and passenger motorbike transportation services. The company also operates gym facilities, racing teams, online casino and slots, and balloon flights; publishes non-fiction books; provides cord blood stem cell banking, home IT and technical support, health and lifestyle management, employee health program, and NHS services; and offers corporate gift vouchers, and online gaming and video games, as well as wines online. In addition, it offers phone/mobile telecommunication, broadband Internet, and TV services; and film and television development, packaging, and production services. Further, the company operates music and entertainment stores, radio stations, and music festivals. Furthermore, it offers financial products and services, such as credit cards, pension products, insurance products, savings, superannuation, and home loans, as well as online fundraising solutions; and equity for growth capital, management buyouts, recapitalizations, and corporate spin-outs for renewable energy and resource efficiency sectors. Virgin Group Ltd. has a strategic partnership with Tribe Mobile.

HANNAH: as per project guideline: 'It is of critical importance that emerging and declining product categories are identified.'

AT EACH PRODUCT CATEGORY LEVEL


The Virgin Drinks line includes:

    • Virgin Cola

    • Virgin Lemonade

    • Virgin Colours (different coloured and flavoured soft drink)

    • Virgin Ice Cool (Iced Tea)

    • Virgin Vines (Wine)

    • Virgin Ooze (RTD pre-mixed alcoholic beverages)

    • Virgin Vodka

    • Vmix (small variation of Virgin soft drinks)

    • Vjuice (small variation of juice, tomato cocktail and orange)

    • Virgin Energy Shot

Table 1: Product categories targeted by our organisation and our products competing in those categories


PRODUCT CATEGORY

OUR PRODUCTS

Lifestyle


Virgin Active Australia

Media and Mobile


Virgin Mobile Australia

Money


Virgin Money Australia

Insurance, credit cards, life insurance



Music

Virgin Radio International

People and planet


Virgin Green fund

Travel

Virgin Atlantic Airways, Virgin Atlantic International

Virginblue Airlines





Table 2: Competitors and their products competing in these product categories:


COMPETITORS

COMPETING PRODUCTS

TRAVEL

Qantas


United Airlines

Emirates

Qantas Airways, Jetstar

United, American Airlines

Emirates airlines


LIFESTYLE

Fitnessfirst


Fitness first health clubs



MONEY

Westpac


Commonwealth

Nab


ANZ

Car insurance, Credit cards, life insurance, Home and content insurance

Home loans


MUSIC

Apple Music

JB Hi-Fi

Apple online music store

JB Hi-Fi Now online music store


MEDIA AND MOBILE

Telstra


Optus

Telstra mobile, Telstra internet.

Yes Optus mobile, Optus home and internet services.


PEOPLE AND TRAVEL

Bp

Origin energy



Solahart

BP Solar


Wind farms, Solar cells

Thermosiphon and split system solar. Heat pump water heaters


THE MARKET – CUSTOMERS (END USERS) FOR THE PRODUCT CATEGORIES TARGETED BY OUR ORGANISATION


JAYNE TO INSERT SUNDAY: State the demographic, socio-economic and relevant psychographic or lifestyle characteristics of the primary target markets. Define this broadly to encompass all product categories that are to be targeted.

(market = consumers/people, industry=companies)

State what the opportunity is but instead argue through strategic logic backed with evidence from SWOT analysis. WHAT AND WHY. Do business conditions change because of regulation?



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