![[마케팅사례] Virgin Mobile 사례-1](http://images.happyhaksul.com/thumb/215/214879-0001.gif)
![[마케팅사례] Virgin Mobile 사례-2](http://images.happyhaksul.com/thumb/215/214879-0002.gif)
![[마케팅사례] Virgin Mobile 사례-3](http://images.happyhaksul.com/thumb/215/214879-0003.gif)
![[마케팅사례] Virgin Mobile 사례-4](http://images.happyhaksul.com/thumb/215/214879-0004.gif)
![[마케팅사례] Virgin Mobile 사례-5](http://images.happyhaksul.com/thumb/215/214879-0005.gif)
![[마케팅사례] Virgin Mobile 사례-6](http://images.happyhaksul.com/thumb/215/214879-0006.gif)
![[마케팅사례] Virgin Mobile 사례-7](http://images.happyhaksul.com/thumb/215/214879-0007.gif)
![[마케팅사례] Virgin Mobile 사례-8](http://images.happyhaksul.com/thumb/215/214879-0008.gif)
![[마케팅사례] Virgin Mobile 사례-9](http://images.happyhaksul.com/thumb/215/214879-0009.gif)
![[마케팅사례] Virgin Mobile 사례-10](http://images.happyhaksul.com/thumb/215/214879-0010.gif)
![[마케팅사례] Virgin Mobile 사례-11](http://images.happyhaksul.com/thumb/215/214879-0011.gif)
분야
hwp[Option1]
1) Mobile Industry LTV
2) Virgin Mobile LTV
[Option2]
1) Virgin Mobile LTV
[Option3]
1) Mobile Industry LTV
2) Virgin Mobile LTV
2. How confident are you that the plan you designed will be profitable? Provide evidence of the financial viability of your pricing strategy.
[BreakEven Point]
3.Thecellularindustryisnotoriousforhighcustomer dissatisfaction. Despite the existence of service contracts, the big carriers churn roughly 24% of their customers each year. Clearly, there is very little loyalty in this market. What is the source of all of this dissatisfaction? How have the various pricing variables (contracts, pricing buckets, hidden fees, off-peak hours, etc.) affectedtheconsumer experience? Why haven't the big carriers responded more aggressively to customer dissatisfaction?
4. How do the major carriers make money in this industry?
Is there a financial logic underlying their pricing approach?
5.WhatdoyouthinkofVirginMobile'svalueproposition(thevirginXtras, etc.)?Whatdo you think of its channel andmerchandising strategy?
6-1. Do you agree with Virgin Mobile's target market selection?
6-2. What are the risks associated with targeting this segment?
6-3. Why have the major carrier been slow to target this segment?
[Option1]
1) Mobile Industry LTV
M = $(52-30)☓12 = 264
R = 1-(0.02☓12) = 0.76
I = 0.05
AC = 340
∴ LTV = (M/1-R+I)-AC = $510
2) Virgin Mobile LTV
M = $(22/417 ☓ 200)☓12 = 127.2
R = 1-(0.02☓12) = 0.76
I = 0.05
AC = 240
∴ LTV = (M/1-R+I)-AC = $198.62
☞ Option1은 초기에 Promote하기엔 쉬울지 모르겠지만, 가격경쟁에서 기존의 업체와 차별성이 떨어져 경쟁력이 없다는 단점이 있다. 따라서, 후발업체로서 비혼잡 시간에 더 나은 서비스를 제공하고, Hidden Fee를 줄이는 전략이 병행되어야 성공할 수 있는 전략이라고 생각이 되어진다.
[Option2]
1) Virgin Mobile LTV
M = $(10.6 - 3)☓12 = 91.2
R = 1-(0.02☓12) = 0.76
I = 0.05
