Brand Extension AnalysisTwinkle Singh

PGP30293

Virgin Group

• Founded by entrepreneurs Richard Branson & Nik Powell

• Embodies more than 400 companies with $24 billion revenue

• Brand is a reflection of Richard’s Image

Virgin Atlantic: Flying in the face of Ordinary • Second largest share in UK and 7th largest in USA

What distinguishes Virgin Atlantic ?

“Embrace the human spirit and let it fly” FOCUS : Customer Centric

In flight office area, bar, spa, personalized meal timings, provision of “end to end service”

Strong Marketing campaigns : Find Linda Campaign

The Airline Industry

• $746 billion industry worldwide • Growth rate of 5% per annum • Major players in UK 1. American airlines group 2. Delta airlines 3. Lufthansa

MARKET CAP0

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Chart Title

American Airlines Delta Airlines Lufthansa

PRODUCT

• Virgin has set the standard for Excellent customer care

• Luxury Travel : On board Entertainment • Offerings: Economy, economy premium &

Upper class

PRICE Superior Service undercutting competitor

fares

PLACEEasily accessible to passengers : website, travel agents, social media

PROMOTIONS Social Media

Guerilla Marketing

SEGMENTATION

Behavioral

Passengers preferring Comfort & Reliability

TARGET GROUP

Corporates /Middle Class /Upper Middle Class

POSITIONING

Premium Airline which concentrates on customer experience and hospitality

Building the Brand Virgin Atlantic

• End to end services, club house, salon, restaurant, pub, spa , excellent service staff Performance

• Corporate personality offering a unique combination of service and quality Imagery

• Quality, safety & best customer care Judgment

• Fun, Blockbuster entertainment, royal Feelings

Resonance

Customer Loyalty and Engagement towards Virgin Atlantic

Thank You