Marketing Plan for the introduction of Virgin jeans

Essay by Michael HeckenUniversity, Bachelor'sA+, October 1996

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I am a german on an english University, so you better check the language none

Marketing Plan for the introduction of Virgin jeans

Business Mission


In order to understand why the Virgin Group excists, it is inalienable to especially focus on one person, the founder and the core of the company Richard Branson.

His personality alone already legitimates the purpose of the company, playing the role of the every positive thinking entrepreneur, that is strongly drawing together stakeholders and employees by showing them that they can commit themselves to the business not only because of financial benefits. Branson`s and therefore Virgin's higher ideal just simply seems to be to have fun and find new challenges while doing business.


Virgins core strategy seems to be to go into those markets were complacent industries have held high prices for years because of their monopolistic size. And they try to take an advantage of that complacentness.

The markets itself can not be defined exactly as the Virgin Group never had a "core business thing'. Thus the business where Virgin wants to be in is also hard to define, but there is an opportunity for Virgin wherever the monopolistic position of a competitor can be beaten.

Another basic strategy of the Virgin group is always to use its undoubtedly strong brandname which is one of the view that is elastic enough to bind together a "clutch of diverse products without snapping'. It is part of Bransons strategy that the Brandname is not so much a product that it stands for, rather it stands for values: youth, "iconoclasm, cheeky and perky informality'. This provides the Virgin Group with a flexibility that is almost unbeatable in terms of brandname. The key is to make sure that the Virgin name stays fresh and not...