DOCSLIB.ORG

A STUDY of UMBRELLA BRANDING STRATEGIES USED by the SELECTED COMPANIES for the PROMOTION of RELATED PRODUCTS Prof

Total Page：16

File Type：pdf, Size：1020Kb

Download full-text PDF Read full-text
A STUDY of UMBRELLA BRANDING STRATEGIES USED by the SELECTED COMPANIES for the PROMOTION of RELATED PRODUCTS Prof A STUDY OF UMBRELLA BRANDING STRATEGIES USED BY THE SELECTED COMPANIES FOR THE PROMOTION OF RELATED PRODUCTS Prof. Sandeep G. Rathod Assistant Professor, (MES Garware College of Commerce, Pune) ABSTRACT Umbrella branding is also known as family branding is one of the marketing practices involving the use of a single brand name for the sale of two or more related products or services. Umbrella branding is generally practiced by companies with positive brand equity which means a value of a brand in a certain marketplace. All products exercise the same means of naming and lack added brand names or symbols. This marketing practice is different from brand extension in that umbrella branding involves the marketing of analogous products, rather than differentiated products, under one brand name. Hence, umbrella branding may be measured as a type of brand extension. The practice of umbrella branding does not forbid a firm to implement different branding approaches for unlike product lines (e.g. brand extension). In this research paper the researcher has tried to study the impact of umbrella brand on various marketing mis strategies adopted by the company. Keywords: Umbrella Branding, Related Products, Promotion and Consumers etc. I. INTRODUCTION: Umbrella branding strategy is practiced to provide homogeny to certain product lines by assembling them under a one brand name, making them more easily identifiable and hence increasing their marketability. All products which come under the same corporate umbrella (master brand giving structure and credibility to other products of the company) are likely to have uniform quality and user experience (e.g. All products carrying the parent brand name must be of the same high quality and standards). Some of the Factors that may determine the impact of umbrella branding includes as: I. The degree of cohesion among the products which are falling under the one corporate umbrella (e.g. whether the products may act as substitutes for each other). II. The brand equity of a business (e.g. whether the brand is known in its product market). 1.1 Theories: Different theories attempt to explain a consumer's decisions and judgments during product purchasing that cause umbrella branding to be a most successful marketing strategy. 1.2 Categorization theory: 49 | P a g e The categorization theory is based on the notion that consumers lean to categories products and services by associating them to brands and their past experiences with those particular brands which are stored in their category memory, in order to evade the initial confusion practiced by the broad choice of products they are presented with. New information on certain products are categorized into various sections such as product class e.g. Liqueurs and brand e.g. Coca-Cola and then stored. Afterwards, consumers assess the product quality through past experiences with the brand's products as well as the brand equity they had experienced. This theory also gives insights for the popularity of umbrella branding. Consumers be likely to evaluate new products not only by optimistic brand equity but also if the brands idea is consistent with their extended products. For instance, presumptuous that the consumer had satisfactory previous experiences with the company's products, if Apple Inc. would develop and sell a new version of a Macbook then consumers would deem it more dependable and potentially of superior quality rather than if Apple would introduce a new beverage due to Apple's past product line. 1.3 The Schema congruity theory: The schema congruity theory proposes that the storage of new information and retrieval of memory is majorly predisposed by previous expectations. Schemas are human’s personal and individual cognitive representations of the environment that directs their perceptions, thoughts and proceedings. Schemas go through regular change as a human experiences and learns and gain new information. However, the new information is firstly examined on the basis of existing schemas and plans. Relating the theory to consumer assessment of products, a consumer previously or already possesses pre-existing schemas from past experiences with firm brands and therefore new products are examined based on the existing schema the consumer has with the firm brand. 1.4 Confirmation bias: Confirmation bias is a one of form of statistical bias, explaining the tendency to seek for or interpret evidence in ways that support and assists ones existing beliefs. After a consumer creates or does a preference of one brand over others, any additional characteristic that may be common between different and various brands will most likely only reinforce the consumer's pre-existing preference, causing them to ignore other brands. 1.5 Benefits: 1. Umbrella branding has become a popular marketing strategy which is being utilized by many companies due to its different potential benefits. Such marketing practice may create advertising efficiencies and effectiveness through the reduced and minimized costs of brand development. 2. This strategy decreases a firms marketing costs due to the consumer brand association through which consumers already recognize some of the brands, making new products more simply identifiable. 3. The market entry for umbrella branded products is comparatively economical since reputable brands can take benefit of past marketing efforts. 4. A business benefits from advertising efficiencies since umbrella branding focuses on the promotion of a one brand rather multiple ones. 5. Additionally the use of an umbrella branding does not stop companies from using and implementing other methods of brand extension, enabling them to remain elastic with marketing strategies. 6. Finally, the success of single umbrella branded product may translate to other products under the similar corporate umbrella due to the positive brand equity. 50 | P a g e II. RESEARCH METHODOLOGY The research is bases on the data collected for the selected companies to study their Umbrella Branding Strategies. 2.1 Objectives of the Study: 1. To study the Concept of Umbrella Branding and Umbrella Branding Strategies. 2. To study the Umbrella Branding Strategies Adopted by Selected Companies. 3. To study the benefits of practicing the Umbrella Branding and 4. To Study and analyze the risk related with Umbrella Branding. 2.3 Data Collection: 2.3.1 Sources of Primary Data: Primary data was collected by using interview method of data collection from the marketing executives of selected companies. The interview methods which were used includes face to face interview and telephonic interview. 2.3.2 Sources of Secondary Data: Secondary data was collected from research Articles from differed journals, Web sites, Company websites, News Papers and Magazines etc. III. LIST OF SELECTED COMPANIES TO STUDY UMBRELLA BRANDING: Popular Usage: Above given are the companies which used Umbrella Branding for their Products and Services. 1. Starbucks Corporation: Starbucks Corporation (operating as Starbucks coffee) is an American multinational Company which is into coffee business and the markets all of their products under their same corporate brand name. Some products produced by Starbucks include as follow: Starbucks Coffee: 51 | P a g e Starbucks Tea, Various types of teas, Starbucks Drink ware, Various types of drink ware such as cups, mugs and tumblers, Starbucks Equipment: Various types of equipment such as coffee machines and Starbucks Syrups and Toppings: Various types of syrups and toppings etc. 2. Virgin Group: Virgin Group Ltd. is a British multinational branded company which is into Investment Corporation. Virgin is one of the world’s recognized brands, which has practiced different types of brand extensions, including umbrella branding strategy too. Virgin has around 33 branches that operate under the one Virgin name; however, the practice of umbrella branding is pragmatic in their industry specific brands (e.g. Virgin Drinks, which was a subsidiary of Virgin Cola and Virgin Vodka). Products offered by the company are: Virgin Green Fund, Virgin Atlantic, Virgin Books, Virgin Games, Virgin Vacations, Virgin Spa, Virgin Life Care, Virgin Earth, Virgin Money, Virgin Media and Virgin Mobile etc. 3. Procter & Gamble: Procter & Gamble which is also known as P&G is an American multinational corporation which provides a range of consumer products. Although P & G create individual product brands e.g. Pampers and Pantene, umbrella branding is implemented within the single brand. Some of the individual brands owned by P & G include: Pantene: Brand of hair care products, including shampoos, dry shampoos, conditioners, moistures, hair-styling products, Oral-B: Brand of oral-hygiene products such as toothbrushes, toothpastes, dental floss, Gillette: Brand of men's safety razors and other personal care products such as shaving gels, foams, skin care, deodorants and shower gels, Vicks: Brand of over-the-counter medication including medication for cold & flu, cough relief, sinus relief and occasional sleeplessness etc. 4. Unilever: Unilever is a British Dutch multinational company which provides various consumer goods. Some of the products such as: Axe: Brand of male grooming products which includes deodorants, shower gels, body wash and conditioners, Dove: Brand of personal care products line for males and females includes antiperspirants and deodorants, body washes, different lotions, facial and hair care products, Lux: Brand manufacturing a range of personal hygiene related products which includes
Load more

Recommended publications
  • Product and Pricing Strategies MM – 102
    Product and Pricing Strategies MM – 102 GENERAL OBJECTIVES OF THE SUBJECT At the end of the course, individuals will examine the principles of Product & Pricing and apply them within the companies need critically reflect Marketing behavior within companies and their impact on the development of this course. 9. PRODUCT & PRICING STRATEGIES 9.1 Overview of Products & Pricing 9.2 Product Mix 9.3 Stages of New Product Development 9.4 Package & Label 9.5 Pricing Strategy 9.6 Breakeven Analysis 9.1 Overview of Products & Pricing This lesson deals with the first two components of a marketing mix: product strategy and pricing strategy. Marketers broadly define a product as a bundle of physical, service, and symbolic attributes designed to satisfy consumer wants. Therefore, product strategy involves considerably more than producing a physical good or service. It is a total product concept that includes decisions about package design, brand name, trademarks, warranties, guarantees, product image, and new-product development. The second element of the marketing mix is pricing strategy. Price is the exchange value of a good or service. An item is worth only what someone else is willing to pay for it. In a primitive society, the exchange value may be determined by trading a good for some other commodity. A horse may be worth ten coins; twelve apples may be worth two loaves of bread. More advanced societies use money for exchange. But in either case, the price of a good or service is its exchange value. Pricing strategy deals with the multitude of factors that influence the setting of a price.
    [Show full text]
  • The Impact of the Change in a Product Name on the Consumer's Perception
    BUSINESS ADMINISTRATION – 60 ETCS B A C H E L O R The impact of the change in a product T name on the consumer’s perception H and behavior. E S ELISE SOURDOT-DEREXEL TRIM GERLICA I S Strategic Marketing with independent project – 30 ECTS 1 TABLE OF CONTENT 1 Abstract .................................................................................................................... 5 2 Acknowledgement ..................................................................................................... 6 2.1 Disposal .............................................................................................................. 7 3 Introduction: ............................................................................................................. 8 3.1 Background ......................................................................................................... 8 3.2 Problem discussion ........................................................................................... 10 3.3 Purpose ............................................................................................................ 11 3.4 Research question ............................................................................................. 12 3.5 Delimitations .................................................................................................... 12 4 Theoretical framework ............................................................................................ 13 4.1 Notion of Product .............................................................................................
    [Show full text]
  • Branding Strategies of Mncs in International Markets
    2008:005 MASTER'S THESIS Branding Strategies of MNCs in International Markets Hanna Häggqvist Camilla Lundkvist Luleå University of Technology D Master thesis Business Administration Department of Business Administration and Social Sciences Division of Industrial marketing and e-commerce 2008:005 - ISSN: 1402-1552 - ISRN: LTU-DUPP--08/005--SE Acknowledgement Acknowledgement This thesis was written for the program of International Business and Economics at the Division of Industrial Marketing and e-Commerce at Luleå University of Technology and was completed in January, 2008. This thesis has been constructed during a limited period of time, and these weeks have been instructive and fun, but also very intensive, and have demanded hard work and commitment in order to make this thesis something to be proud of. We have had the chance to develop our skills within the field of business and marketing and we hope that this thesis will contribute to already existing research as well as ideas for further research. There are several persons that have made this thesis possible. We would first like to thank our supervisor, Manucher Farhang, Associate Professor at the Division of Industrial Marketing and e-Commerce, Luleå University of Technology, who has guided us throughout the whole time and given us constructive feedback in order to improve the thesis. Secondly, we would like to thank Andreas Wagner, Assistant Brand Manager, at Procter & Gamble and Andrew Warner, Director of Brand Management at Sony Ericsson, who have provided us with valuable information during the interviews. We would also like to thank Ulrika Köbin, Assistant at Content Planning & Management, Sony Ericsson Mobile Communications AB, and Katarina Willig at Procter & Gamble, for handling valuable contacts.
    [Show full text]
  • Marketing-Strategy-Ferrel-Hartline.Pdf
    Copyright 2013 Cengage Learning. All Rights Reserved. May not be copied, scanned, or duplicated, in whole or in part. Due to electronic rights, some third party content may be suppressed from the eBook and/or eChapter(s). Editorial review has deemed that any suppressed content does not materially affect the overall learning experience. Cengage Learning reserves the right to remove additional content at any time if subsequent rights restrictions require it. Marketing Strategy Copyright 2013 Cengage Learning. All Rights Reserved. May not be copied, scanned, or duplicated, in whole or in part. Due to electronic rights, some third party content may be suppressed from the eBook and/or eChapter(s). Editorial review has deemed that any suppressed content does not materially affect the overall learning experience. Cengage Learning reserves the right to remove additional content at any time if subsequent rights restrictions require it. This is an electronic version of the print textbook. Due to electronic rights restrictions, some third party content may be suppressed. Editorial review has deemed that any suppressed content does not materially affect the overall learning experience. The publisher reserves the right to remove content from this title at any time if subsequent rights restrictions require it. For valuable information on pricing, previous editions, changes to current editions, and alternate formats, please visit www.cengage.com/highered to search by ISBN#, author, title, or keyword for materials in your areas of interest. Copyright 2013 Cengage Learning. All Rights Reserved. May not be copied, scanned, or duplicated, in whole or in part. Due to electronic rights, some third party content may be suppressed from the eBook and/or eChapter(s).
    [Show full text]
  • Principles of Brand Management
    Brand management is the application of marketing techniques to a specific product, product line, or brand. It seeks to increase a product's perceived value to the customer and thereby increase brand franchise and brand equity. Marketers see a brand as an implied promise that the level of quality people have come to expect from a brand will continue with future purchases of the same product. This may increase sales by making a comparison with competing products more favorable. It may also enable the manufacturer to charge more for the product. The value of the brand is determined by the amount of profit it generates for the manufacturer. This can result from a combination of increased sales and increased price, and/or reduced COGS (cost of goods sold), and/or reduced or more efficient marketing investment. All of these enhancements may improve the profitability of a brand, and thus, "Brand Managers" often carry line-management accountability for a brand's P&L (Profit and Loss) profitability, in contrast to marketing staff manager roles, which are allocated budgets from above, to manage and execute. In this regard, Brand Management is often viewed in organizations as a broader and more strategic role than Marketing alone. The annual list of the world’s most valuable brands, published by Interbrand and Business Week, indicates that the market value of companies often consists largely of brand equity. Research by McKinsey & Company, a global consulting firm, in 2000 suggested that strong, well-leveraged brands produce higher returns to shareholders than weaker, narrower brands.[citation needed] Taken together, this means that brands seriously impact shareholder value, which ultimately makes branding a CEO responsibility.
    [Show full text]
  • Doppelgänger Brand Image (DBI)
    Branding From A to Z Contents Introduction 3 Chapter 1- Brand 4 Chapter 2 -Brand management 30 Chapter 3- Internet branding 38 Chapter 4-Nation branding 42 Chapter 5- Branding agency 45 Chapter 6 -Green brands 48 Chapter 7 - Component of Brand Strategy 55 Chapter 8- Top Brand worldwide 61 2 Branding From A to Z Introduction Branding is one of the most important aspects of any business, large or small, retail or B2B. An effective brand strategy gives you a major edge in increasingly competitive markets. But what exactly does «branding» mean? How does it affect a small business like yours? Simply put, your brand is your promise to your customer. It tells them what they can expect from your products and services, and it differentiates your offering from your competitors›. Your brand is derived from who you are, who you want to be and who people perceive you to be. Are you the innovative maverick in your industry? Or the experienced, reliable one? Is your product the high-cost, high-quality option, or the low-cost, high- value option? You can›t be both, and you can›t be all things to all people. Who you are should be based to some extent on who your target customers want and need you to be. The foundation of your brand is your logo. Your website, packaging and promotional materials--all of which should integrate your logo--communicate your brand. 3 Branding From A to Z Chapter 1- Brand A brand is a name, term, design, symbol, or other feature that distinguishes an organization or product from its rivals in the eyes of the customer.
    [Show full text]
  • Branding a Systems Theoretic Perspective
    PDF hosted at the Radboud Repository of the Radboud University Nijmegen The following full text is a publisher's version. For additional information about this publication click this link. http://hdl.handle.net/2066/19485 Please be advised that this information was generated on 2021-10-07 and may be subject to change. Document Branding 8/23/04 18:45 Pagina 1 Branding A systems theoretic perspective Een wetenschappelijke proeve op het gebied van de managementwetenschappen Document Branding 8/23/04 18:45 Pagina 2 Document Branding 8/23/04 18:45 Pagina 3 Branding A systems theoretic perspective Een wetenschappelijke proeve op het gebied van de managementwetenschappen Proefschrift ter verkrijging van de graad van doctor aan de Rad- boud Universiteit Nijmegen op gezag van Rector Magnificus, prof. dr.C.W.P.M.Blom, volgens besluit van het College van Decanen in het openbaar te verdedigen op vrijdag 10 september 2004, des namiddags om 13.30 precies door Roland Richard Robert van der Vorst geboren op 23 januari 1969 te Tilburg. Amsterdam Document Branding 8/23/04 18:45 Pagina 4 Promotor:Prof.dr.F.Huijgen Copromotor:Dr.W.P.M.Martens Manuscriptcommissie: Dr.J.M.I.M Achterbergh Prof.M.P.Franzen (Universiteit van Amsterdam) Prof.dr.K.Brandmeyer (Wirtschaftsuniversität Wien) Cover:Christian Borstlap ISBN 90-9018435-x Document Branding 8/23/04 18:45 Pagina 5 5 Directory Chapter 1 Branding in the context of a symbolized world 13 1.1 Introduction 13 1.2 A symbolized world 14 1.3 The branding dilemma 19 1.4 The elements of the thesis 24 Chapter 2 Branding
    [Show full text]
  • Aviation Industry Leaders Report 2021: Route to Recovery
    The Aviation Industry Leaders Report 2021: Route to Recovery www.aviationnews-online.com www.kpmg.ie/aviation KPMG REPORT COVERS 2021.indd 1 20/01/2021 14:19 For what’s next in Aviation. Navigating Change. Together. Your Partner For What’s Next KPMG6840_Aviation_Industry_Leaders_Report REPORT COVERS 2021.indd 2021 2 Ads x 4_Jan_2021.indd 4 19/01/202120/01/2021 15:37:29 14:19 CONTENTS 2 List of 10 Regional Review 24 Airline Survivorship 36 Return of the MAX 54 Chapter Four: The Contributors and Post-Covid World Acknowledgements Chapter One Assessing which Boeing’s 737 MAX incorporates a regional airlines will survive the aircraft was cleared for The recovery from 4 Foreword from Joe review of the aviation immediate health crisis return to service after the devastation the O’Mara, Head of market. and the subsequent the US Federal Aviation coronavirus pandemic Aviation, KPMG recovery period has Administration officially has wrought on the 18 Government rescinded the grounding world is expected to be Ireland become an essential Lifelines skill for lessors, lenders order. Industry experts slow but how will the 6 Chapter One: and suppliers. discuss the prospects new world environment This section takes a for the aircraft type and impact demand for air Surviving the Crisis deep dive into the levels 28 Chapter Two: Fleet how it will be financed. travel. This chapter also of government support considers the impact This chapter considers Focus for the aviation industry 44 Chapter Three: The of climate change the macroeconomic and around the world and Airlines are likely to Credit Challenge concerns on the aviation geopolitical shock of the considers its impact emerge from the crisis coronavirus pandemic industry.
    [Show full text]
  • Brand Architecture Strategy and Firm Value: How Leveraging, Separating, and Distancing the Corporate Brand Affects Risk and Returns
    J. of the Acad. Mark. Sci. (2016) 44:261–280 DOI 10.1007/s11747-014-0422-5 ORIGINAL EMPIRICAL RESEARCH Brand architecture strategy and firm value: how leveraging, separating, and distancing the corporate brand affects risk and returns Liwu Hsu & Susan Fournier & Shuba Srinivasan Received: 27 November 2013 /Accepted: 2 December 2014 /Published online: 20 January 2015 # Academy of Marketing Science 2015 Abstract Despite evidence suggesting a growing inci- implications for practice. Our results show that risk/ dence of brand architecture strategies beyond the branded return tradeoffs for sub-branding, endorsed branding, house (e.g., Boeing and IBM) and house-of-brands (e.g., and the BH-HOB hybrid differ significantly from what P&G with Tide and Cheer), and recognition that in prac- common wisdom suggests. tice these strategies are very different, there is still a need for research on how financial markets value the full range Keywords Branding . Brand architecture . Brand portfolio of brand architecture strategies pursued by firms. We strategy . Firm performance . Shareholder value . Abnormal replicate and extend Rao et al.’s(Journal of Marketing, returns . Risk . Time-series econometrics 68(4), 126-141, 2004) investigation of brand portfolio strategy and firm performance by (1) adding sub- branding and endorsed branding architectures, (2) clarify- ing the “mixed” architecture to constitute a BH-HOB Introduction hybrid and remove sub- and endorsed branding variants, and (3) quantifying the impact of a company’sbrand Previous papers (Bahadir et al. 2008; Bharadwaj et al. 2011; architecture strategy on stock risk in addition to returns. Morgan and Rego 2009;Regoetal.2009; Wiles et al.
    [Show full text]
  • Download the Music Market Access Report Canada
    CAAMA PRESENTS canada MARKET ACCESS GUIDE PREPARED BY PREPARED FOR Martin Melhuish Canadian Association for the Advancement of Music and the Arts The Canadian Landscape - Market Overview PAGE 03 01 Geography 03 Population 04 Cultural Diversity 04 Canadian Recorded Music Market PAGE 06 02 Canada’s Heritage 06 Canada’s Wide-Open Spaces 07 The 30 Per Cent Solution 08 Music Culture in Canadian Life 08 The Music of Canada’s First Nations 10 The Birth of the Recording Industry – Canada’s Role 10 LIST: SELECT RECORDING STUDIOS 14 The Indies Emerge 30 Interview: Stuart Johnston, President – CIMA 31 List: SELECT Indie Record Companies & Labels 33 List: Multinational Distributors 42 Canada’s Star System: Juno Canadian Music Hall of Fame Inductees 42 List: SELECT Canadian MUSIC Funding Agencies 43 Media: Radio & Television in Canada PAGE 47 03 List: SELECT Radio Stations IN KEY MARKETS 51 Internet Music Sites in Canada 66 State of the canadian industry 67 LIST: SELECT PUBLICITY & PROMOTION SERVICES 68 MUSIC RETAIL PAGE 73 04 List: SELECT RETAIL CHAIN STORES 74 Interview: Paul Tuch, Director, Nielsen Music Canada 84 2017 Billboard Top Canadian Albums Year-End Chart 86 Copyright and Music Publishing in Canada PAGE 87 05 The Collectors – A History 89 Interview: Vince Degiorgio, BOARD, MUSIC PUBLISHERS CANADA 92 List: SELECT Music Publishers / Rights Management Companies 94 List: Artist / Songwriter Showcases 96 List: Licensing, Lyrics 96 LIST: MUSIC SUPERVISORS / MUSIC CLEARANCE 97 INTERVIEW: ERIC BAPTISTE, SOCAN 98 List: Collection Societies, Performing
    [Show full text]
  • Vividata Brands by Category
    Brand List 1 Table of Contents Television 3-9 Radio/Audio 9-13 Internet 13 Websites/Apps 13-15 Digital Devices/Mobile Phone 15-16 Visit to Union Station, Yonge Dundas 16 Finance 16-20 Personal Care, Health & Beauty Aids 20-28 Cosmetics, Women’s Products 29-30 Automotive 31-35 Travel, Uber, NFL 36-39 Leisure, Restaurants, lotteries 39-41 Real Estate, Home Improvements 41-43 Apparel, Shopping, Retail 43-47 Home Electronics (Video Game Systems & Batteries) 47-48 Groceries 48-54 Candy, Snacks 54-59 Beverages 60-61 Alcohol 61-67 HH Products, Pets 67-70 Children’s Products 70 Note: ($) – These brands are available for analysis at an additional cost. 2 TELEVISION – “Paid” • Extreme Sports Service Provider “$” • Figure Skating • Bell TV • CFL Football-Regular Season • Bell Fibe • CFL Football-Playoffs • Bell Satellite TV • NFL Football-Regular Season • Cogeco • NFL Football-Playoffs • Eastlink • Golf • Rogers • Minor Hockey League • Shaw Cable • NHL Hockey-Regular Season • Shaw Direct • NHL Hockey-Playoffs • TELUS • Mixed Martial Arts • Videotron • Poker • Other (e.g. Netflix, CraveTV, etc.) • Rugby Online Viewing (TV/Video) “$” • Skiing/Ski-Jumping/Snowboarding • Crave TV • Soccer-European • Illico • Soccer-Major League • iTunes/Apple TV • Tennis • Netflix • Wrestling-Professional • TV/Video on Demand Binge Watching • YouTube TV Channels - English • Vimeo • ABC Spark TELEVISION – “Unpaid” • Action Sports Type Watched In Season • Animal Planet • Auto Racing-NASCAR Races • BBC Canada • Auto Racing-Formula 1 Races • BNN Business News Network • Auto
    [Show full text]
  • Virgin Mobile USA: Pricing for the Very First Time Company Background Introduction Case Background Issue of Concern
    Virgin Mobile USA: Pricing for the Very First Time Company Background Introduction Case Background Issue of Concern Market Research All Options Analysis Theory Application Calculation Virgin Response Conclusion Recommendations Inviting Questions 2 Introduction Analysis Conclusion • Virgin, a leading branded venture capital organization, Company is one of the world's most recognized and respected Background brands. Case • Conceived in 1970 by Sir Richard Branson, the Virgin Background Group has gone on to grow very successful business in sectors ranging from mobile telephony, to transportation, travel, financial services, leisure, Issue of Concern music, holidays, publishing and retailing. • Virgin has created more than 200 branded companies worldwide, employing approximately 50,000 people, in 29 countries. [Source: company website - Available from: http://www.virgin.com/AboutVirgin/WhatWeAreAbout/WhatWeAreAbout.aspx] 3 Introduction Analysis Conclusion Company Background Case Background Issue of Concern 4 Introduction Analysis Conclusion Sir Richard Charles Nicholas Branson (born 18 July 1950), is an English entrepreneur, best known for his Virgin Company Background brand, a banner that encompasses a variety of business organizations. The name Virgin was chosen because a female friend involved in setting down the initial record shop Case commented that there weren't any virgins left amongst them. Background Today, his net worth is estimated at about £4 billion (US$7.8 billion) according to The Sunday Times Rich List 2006, or US$3.8 billion according to Forbes magazine. Issue of Concern E [Source: Mediaman Australia Available from: http://www.mediaman.com.au/profiles/branson3.html] 5 Introduction Analysis Conclusion A student magazine, a small mail order record company and a 1970s Company recording shop were founded/ opened under the Virgin name.
    [Show full text]