BSB42415: Analyse Consumer Behaviour – Certificate IV in Marketing and Communication

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Certificate IV in Marketing and Communication:

Virgin Group Ltd is a multinational branded venture capital conglomerate company founded by business tycoon Richard Branson. The brand name Virgin arose when Branson and a partner were starting their first business, a record shop. They considered themselves virgins
in business. The current Virgin logo was originally sketched on a paper napkin. Today the brand is so strong that the Virgin Group is almost a pure branding operation.

Identity – Who are we?
Virgin is a leading branded venture capital organization and is one of the world most recognized and respected brands. Its core business areas are travel, entertainment, and lifestyle and it consists of more than 400 companies worldwide.

Vision & Mission – What is our aspiration and purpose?
The philosophy that runs through every Virgin company is it’s the desire to: “Be different by being better” – Richard Branson. Virgin wants to make a difference. Virgin stands for value for money, quality, innovation, fun and a sense of competitive challenge.

Marketing Strategy – What is our business, now and in the future?
Virgin delivers a quality service by empowering its employees and facilitates and monitors customer feedback to continually improve the customer experience through innovation.

Customer Needs Orientation – What do we offer?
“Virgin is about doing things that really work, not just looking the part. We are passionate about running our businesses as well as we can, which means treating our customers with respect, giving them good value and high quality and making the whole process as much fun as it can be.” – Richard Branson

Brand Mission – How are we perceived?
Virgin is one of the strongest brands in the world. The company and the brand Virgin are always related to innovation, creativity, challenge, fun, and youthfulness.

Recently, the Virgin Group opened Virgin Hotels in the US and they are considering bringing the concept to Australia. The proposed properties are mid-price, four-star and feature a fun, contemporary style, great functionality, and signature restaurants. The hotels’ communal

Task

1) Gather information on the market or market segment for Virgin Hotels in accordance with Virgin’s marketing plan.

a) Prepare a basic customer profile/ profiles, identifying consumer attributes of the market segment or segments you are targeting.
b) Explain how you could identify what consumer responses were to past marketing communications.

2) Consider Virgin’s Vision and Brand Personality.

a. Explain how this relates to the marketing strategy for Virgin Hotels.

b. Explain how the following two (2) factors will be emphasised in the marketing strategy for Virgin Hotels:
1)Benefits
2) Features

3. Consider Virgin’s Customer Needs Orientation.

a. Explain how the following might influence the behaviour of customers (Think about both current and potential Virgin customers):

b. List at least three (3) another individual, social and/ or lifestyle influences that might affect consumer behavior. Provide an example for each.

 

 

 

 

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Posted on : April 09th, 2018
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