... and the company aka the three C's. Let us first look at the company itself. When a consumers looks at virgin, they are concentrated on the difference the company brings. In customer's eyes, Virgin stands for value for money, quality, innovation, fun and a sense of competitive challenge. The core principle of Virgin is to look for new opportunities in a business sector where they can offer a product that serves the consumer better at a lower price and yields higher satisfaction. The company has tapped in to different markets, e.g. food, airlines, entertainment, travel, etc. In the cellular market they keep their fixed cost low by entering using the MVNO technology or creating joint ventures with existing players. This way they can focus more on the needs of consumers and service provided to them. At this juncture let's find out what the consumer base looks like. Most the ...

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