Exploring a Broadband Marketing Strategy to Build Customers’ Relationship Management: Buzz Marketing Perspective. A Case Study of Virgin Broadband in Stafford-Shire University

Abstract

UK Broadband Industry has become highly competitive of late with the advent of numerous broadband service providers. Different service providers follow different marketing strategies to woo customers. Virgin has acknowledged the growing importance of these young consumers and reaped in huge benefits by targeting them by better marketing and formulating strategy that is based on the needs and wants of university students. Although lot of studies have been done on marketing strategies for young customers, there is still a gap in the understanding of consumer behaviour dynamics of a university student and his choice of broadband service provider. The researchers strive to analyse the marketing strategy of Virgin vis-à-vis University student’s needs and requirements. The research reviewed current literature, questionnaire surveys and interviews with University students, Virgin Sales staff and Sales managers. To reinforce the findings, an online survey has been undertaken to add rigor to the argument. The findings show that young customers like university students need to be treated differently rather than as normal residential customers. A young customer also brings life time value and increased business with word-of-mouth marketing. An excellent marketing strategy can be a source of competitive advantage for Virgin in a market that has become highly competitive of late.