Essay
P5: Explain how and why groups of customers are targeted for selected products.
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P5: Explain how and why groups of customers are targeted for selected products. Unit 3 - Introduction to Marketing
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INTRODUCTION TOMARKETING
P5: Explain how and why groups of customers are targeted for selected
products.
APRIL 15, 2020
ANIKET RAMGI
, In this assignment I am going to explain how and why groups of customers are targeted for selected
products in Virgin.
Virgin Mobile
Virgin Mobile is a wireless communications brand used by seven independent brand-licensees
worldwide. Virgin Mobile branded wireless communications services are available in Colombia, the
United Kingdom, Ireland, Canada, Chile, Russia, France, Saudi Arabia, United Arab Emirates, Poland,
South Africa, and Mexico. Virgin Mobile branded services used to be offered in Australia, Singapore,
India, Qatar and the United States. Each Virgin Mobile branded entity acts independently from the
others, thus the handsets, service plans and network radio interfaces vary from country to country.
In a given country, the Virgin Mobile wireless entity is typically a partnership between Richard
Branson's Virgin Group and an existing mobile network operator or mobile virtual network operator
(MVNO).
Psychographic segmentation – This refers to the lifestyle, belief and values of their customers. An
example can be their social status. A person that is middle class will buy something on the cheaper
side and just needs a mobile phone just for normal use i.e. phone calls, text messaging. A high-end
richer person will buy a more expensive phone because they would want to use the phone more as
they want to do more on it like social media, taking good quality pictures. Furthermore, they could
also want to buy a newer and expensive phone to show that they are keeping up with the “brand
cycle” and getting the latest phone. This segmentation will help Virgin bring out the latest phones
and show to customers that they are cheaper and more reliable than other companies. Virgin also
uses this segmentation as all their products are made for all type of customers.
Demographic segmentation – This refers to gender, age and family. This helps Virgin target its
customers accurately, they can also categorise their customers’ needs. Virgin will use this
segmentation because they are aiming to get their phones out to youths, around 17-30 and above,
for businessmen and other.
Geographic segmentation – Geographical segmentation is about the place where the company is
looking at (west, south, north east) or it can be anywhere around the world – any country, city, etc.
Virgin is using this as their business is well-known all around the world and their customers will
definitely going to buy their phones because they might get deals as they have other Virgin products
or if you are someone knew joining then they are assuring you that they are faster than other
networks.
Behavioural segmentation – Behavioural segmentation helps the business to put the consumer in
groups to keep knowledge of their consumer’s behaviour towards a specific behaviour. An example
can be the number of phones sold during a season. During winter, just before Christmas there are a
lot of sales on phones because people are buying gifts for their family and friends so people take
advantage of that and buy phones during there. As a company this really helps them because they
are getting more phones sold and making them explore other Virgin products and services.
To conclude, Virgin Mobile definitely knows how to segment its company in different areas. They are
definitely doing a good job of it by covering this service worldwide.
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