Virgin Mobile

Given VMs target market, VM should structure its pricing model based on option 3. Virgin Mobile should institute the whole new plan model based on the fact that it is a radical departure from the rest of the cell phone industry. Refer to the Virgin brand values to find that one of their core values is to move into areas where customers have traditionally received a poor deal and offer something better, fresher, and more valuable. Virgin also takes pride in offering innovation and a sense of competitive challenge. Given the values of Virgin, the radical new pricing strategy offered by option 3 fits nicely with Virgin's core values. However, a final pricing decision should be based on much more than core values. Many other regional carriers and smaller national carriers account for the remainder of market share. While LTV calculated on Virgin's option 3 may not be as high as the industry, Virgin's approach to entering the market may be worthwhile to accept a lower LTV......

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Title: Virgin Mobile
Approximate Word Count: 1940
Approximate Pages: 8 (250 words per double-spaced page)

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