Identify and explain one type of market segmentation

Assignment Help Marketing Management
Reference no: EM133335

QUESTION 1

CASE STUDY

THE VIRGIN GROUP

The Virgin Group is one of the world's most recognised brands. Conceived in 1970 by Sir Richard Branson, the Virgin Group has gone on to grow very successful businesses in sectors ranging from mobile telephony to transportation, travel, financial services, media, music and fitness. Virgin Group wants you to enjoy life safe in the knowledge that we are working hard to make all of our products responsible and sustainable: the latest paperback from Virgin Books that you read in the park, the bottle of Sauvignon Blanc from Virgin Wines that you take to your friend?s for dinner, your favourite film on Virgin Media, or favourite song from Virgin radio international, the weekend away at a V Festival, the friends you meet online with Virgin Games and even the Virgin Balloon Flights or Virgin Experience days that you book to give yourself something special to look forward to. Virgin is a lifestyle brand and we want to ensure that your lifestyle can be a „sustainable lifestyle?.

BALLOON FLIGHTS For Balloon Flights, all customers have to travel to the launch sites which are usually in rural areas and only accessible by car, thereby contributing to the overall carbon footprint of the experience. Since Virgin Balloon Flights offer intangible gifts it?s important to create perceived value by sending gift vouchers and information packs to customers prior to their experience, which can often involve unnecessary amounts of packaging. Balloon Flights has introduced 100% recycled and recyclable paper for all its tickets and brochures. Last year Balloon Flights donated £1 to the Forest trust for every tonne of carbon produced during the experience, which was given to support projects conserving rainforests and ensuring long-term sustainable forestry management to maximise value to people, wildlife and the environment. Balloon Flights has taken this one step further by launching a range of designer clothes and bags called Bon Voyage! made out of recycled balloon envelopes with the sustainable products and services company Worn Again, which gives a percentage of its profits to the sustainable lifestyles charity Anti-Apathy.

WINES Virgin Wines recognises that a responsible approach to drinking is important and believes that "drinking is only fun when you don?t overdo it". The company actively promotes the drink Aware logo and will be addressing ways of further promoting responsible drinking in the future. Since Virgin Wines works predominantly with smaller growers to source its wines, it supports those with limited marketing budgets and purchasing power, while giving them exposure and enhancing their return. Internet shopping and extensive, sophisticated supply chains allow customers to shop with ease for products from all over the world, often without the knowledge of where they come from or how they are made.

Virgin Wines believes that transparency is vital to know more about its wine so that its customers can make informed decisions about the type of products that they buy. For that reason Virgin Wines offers its customers the chance to engage with winemakers both online and at wine-tasting events. Virgin Wines also runs regular competitions, giving its customers the chance to win visits to its vineyards. In the future it plans to provide more information to customers by presenting individual profiles for each of its winemakers and their wineries in the Wine Zone section of its website and on its Facebook.

Virgin Wines? ambition is to increase the range of organic wines it carries, and it plans to achieve this by supporting a number of its growers through the complex and expensive process of becoming organic by guaranteeing to purchase their wine and thereby mitigating any risk to them. In addition, Virgin Wines is working with a cooperative of growers in the Cape in South Africa in order to develop a range of Fairtrade wines whose premium prices will provide the extra funds needed to support the development of a school classroom. (Source: Virgin Group Corporate Responsibility and Sustainable Development Report 2010)

1. Discuss the type of marketing philosophy adopted by the company. Support your answer with examples from the case study

2. Identify and explain one type of market segmentation that you believe is being adopted by the Virgin Group

3. Describe two other types of market segmentation that can be adopted by Virgin Group and explain the importance of market segmentation, targeting and positioning for the Group

Reference no: EM133335

Questions Cloud

Elaborate on four types of market segmentation : Explain the marketing concept Elaborate on four types of market segmentation methods that you think is appropriate for the tourism industry. Support your answer with relevant examples
Service quality for the tourism or hospitality organization : Discuss the importance of service quality for the Tourism or Hospitality organization
Tourism organisations to carry out marketing research : Explain why is it important for tourism organisations to carry out marketing research Explain how you would carry out an effective interview
Digital stratigraphy : concept of Message Digest, File Carving, MD5, Locard's Exchange, Parker's categories, computer-related crime as suggested by Donn Parker, computer systems as sources of digital evidence
Identify and explain one type of market segmentation : Identify and explain one type of market segmentation that you believe is being adopted by the Virgin Group Describe two other types of market segmentation that can be adopted by Virgin Group and explain the importance of market segmentation, tar..
Explain the marketing concept : Discuss four types of market segmentation. Provide examples to support your answer Explain the marketing concept
Mobile wireless networks : 3G Safekeeping model, safekeeping architecture standards ITU-T X.805 and ISO/IEC 18028-2, access points (AP), network admission controller (NAC) and authentication server (AS)
Critically examine the scope of marketing analysis : Critically examine the scope of Marketing Analysis that a company needs to undertake in the development of a Marketing Strategy (b) The effectiveness of a Marketing Plan is dependent on segmenting, targeting, differentiation and positioning proce..
The different bases of market segmentation : The stages of the product life cycle The promotional mixes The different bases of market segmentation

Reviews

Write a Review

 

Marketing Management Questions & Answers

  Discuss the role that loyalty programmes play

Discuss the role that Loyalty Programmes play in customer relationship development Using extensive theories, critically discuss the effectiveness of loyalty schemes in building customer loyalty in customer relationship programmes at Super U

  Development and growth of amazon

Briefly trace the development and growth of Amazon from 1995 to the present through the application of corporate strategies - what kinds of strategies have these been

  Prepare a report of on sbi

Describe and analyse the primary internal and external influences on State Bank of India.

  Develop a marketing plan

Prepare a marketing plan for one or two new products in your own business and/or another business in your country or region with which you are familiar.

  Multiple choice questions on e-commerce

The assignment in Computer Science or Information Technology is about multiple choice questions, particularly in e-commerce. Questions such as types of e-commerce websites, commercial websites, disintermediation, Platform for Piracy, the data that ca..

  The third leg in the strategy tripod

The third leg in the strategy tripod

  Relationship between organisational strategy and hrm

Analyse and determine the relationship between Organisational Strategy and HRM.

  Prepare a full marketing plan

Prepare a full Marketing Plan: The plan should outline Marketing and Communication objectives, details of branding, research, target markets, type of communication, media to be used and other relevant details.

  Contrast on transaction marketing and relationship marketing

Compare and contrast transaction marketing and relationship marketing by using appropriate examples to illustrate your answer

  Prepare a marketing plan

The aim of this assignment is to Prepare a Marketing Plan.

  Purpose the statement of activity for the society

Purpose the Statement of Activity for the Society

  Develop a marketing plan on a product or service

Develop a marketing plan on a product or service and describe Product applications in marketing, Role of Internet in marketing the product, Consumer profile, Naming the product, Conclusion.

Free Assignment Quote

Assured A++ Grade

Get guaranteed satisfaction & time on delivery in every assignment order you paid with us! We ensure premium quality solution document along with free turntin report!

All rights reserved! Copyrights ©2019-2020 ExpertsMind IT Educational Pvt Ltd