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Bates 141 Case Study

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Introduction: This research is based on the analysis of the “Virgin mobile India” campaign done by “Bates 141 agency”. Virgin mobile was the world’s first Mobile Virtual Network Operator when it launched in the United Kingdom in 1999, the brand is India’s ‘first’ national youth-focused mobile service and since Virgin mobile does not have a network of its own and operates worldwide by collaborating with other operators, In India the company works together with Tata Teleservices (slide share, 2011). Focusing on the social, cultural and economic background of the campaign and also the channels used to promote and advertise the campaign, lastly the effectiveness of the campaign towards the company as well as the general public. This particular …show more content…

Bates 141 is part of WPP, one of the world’s largest leading communications services groups. Bates 141 is located in 10 countries across Asia Pacific. Bates 141’s clients include among others, 361, Café De Coral, Cheung Kong, Fiat, Four Seasons Hotels and Resorts, General Mills, Heineken, HSBC, LG, MTV, Pizza Hut, Proton, Shanghai General Motors, SONY, Virgin Mobile, Vitalon and Wyeth (Bates 141 work for Virgin Mobile India continues to shine, 2010). Bates Chi & partners formerly known as bates 141 is an Asia based advertising agency founded by Ted Gates in 1940 (fame, 2015). The Bates agency has fourteen work places in nine countries crosswise over Asia. In 2012 David mayo the CEO began another part and joined forces with Chi United Kingdom’s most honored autonomous agency in Cannes with sixteen work places worldwide from London to New York and Shanghai (bateschi, 2015). Bates Chi & partners creates ideas for the greatest brand on the planet such as Coca-Cola, Samsung, Lexus and Virgin Mobile (ourwork, 2015). The newly discovered partnership permits clients and the agency to collect the right ideas and thoughts on any given project. Rather than it being an uneven by clients (bateschi, …show more content…

The challenge therefore was twofold. We had to create a pure and differentiated brand for youth in the sea of young looking brands. And at the same time consistently deliver on the brand promise year on year (warc, 2011). With targeted audience of up to 200 million people in the age band of 15 – 24 years, the campaign duration took about 2 (two) years “March 2008 – May 2010” and .had a media budget cost of (USD) 5 – 10 million. A “SWOT analysis” has been conducted based on the research to highlight the unique factors exhibited by Virgin mobile India as a competitor in the industry. SWOT Analysis is an examination of the company’s strengths and weakness, its opportunities for development and change and the threats the outer environment imposes to the company's

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