The role of digital media in the success of the Virgin Group

 

Digital media has had a significant effect on the growth of the Virgin Group over the last five years. This is because it ensures that there is the advancement of the promotional aspects of the Virgin brand in such a way that it has become more recognizable. Furthermore, digital media has ensured that there is the establishment of means through which the Group is able to promote its products, through viral marketing, in such a way that it responds to the individual desires of current and potential customers (Kirby, 2012). This has helped to create an environment where the Virgin Group has become more interactive with the online community in a manner that has made it one of the most recognizable brands on the planet. It has also been responsible for the creation of much needed avenues through which to make sure that it receives feedback from its customers concerning its products to such an extent that it has become possible to bring about the achievement of much needed improvements to align these products to the desires of its customers. 

The Virgin Group has been able to easily adapt to digital media as a part of its strategy to reach as many potential customers as possible while at the same time keeping up with the most essential means through which to enhance its image as a global brand. A result has been that this corporation has been able to align itself with the various interests that can be associated with customers as well as the wider public so that the latter have been given an insight concerning the activities conducted by Virgin. Therefore, digital media has been instrumental in creating a situation where there has been an increase in the popularity of Virgin products because of the belief that these products are in line with the contemporary world. Virgin has also taken advantage of this form of media to increase its sales margins because it has been able to make use of the various platforms that it provides to not only attract customers, but also to make sales. Thus, the Virgin Group has been able to achieve massive benefits through the use of digital media because it is not only interactive, but it also ensures that there is an enhancement of customer experience that makes the Virgin brand an extremely recognizable and important one in the contemporary world.

The Virgin website is one that shoes the eight elements of an e-commerce business model. This is seen through the way that it develops it value proposition, which ensures that it is not only recognizable, but also appeals to the customer. The website also makes use of the affiliate revenue model, which essentially directs the potential customer to the specific Virgin brand in which he or she has an interest. Furthermore, it takes advantage of the market opportunities available because it is not only highly interactive, but also seeks to ensure that there is the advancement of a situation where it taps the billions of internet users every day (Butler, 2010). Furthermore, the website seems to put into consideration the competitors that Virgin has and this is done through putting all the available brands or companies under its banner within the website. In this way, the visitor is better able to access the various services provided by Virgin without necessarily having to undertake new searches that are aimed at finding the products that they need elsewhere. In the website, Virgin also shows a strong marketing strategy that is based on its diverse achievements so far and how that has been able to have a positive impact on the lives of its customers. It also shows the organizational development of Virgin in a way that promotes a positive image concerning the way that it has grown over the years. Finally, the management team of the Group is featured prominently in the website; ensuring that there is the promotion of Virgin’s observance of such initiatives as cultural diversity. 

The Group’s value proposition is one that promotes the idea that the Virgin brand exists to support viable businesses, which is a critical endeavor considering that it essentially seeks to develop new businesses that are in line with the needs of contemporary society. Its market strategy is based on this concept because Virgin is a corporation that is always seeking new opportunities, especially in those areas where there is either very little investment, or where there is a potential for the development of improvements that can provide a niche market for Virgin (Lagner, 2006). Thus, Virgin has been able to take advantage of new opportunities while at the same time making sure that it creates innovations that have been adopted by other companies in the same industries in order to remain competitive. Under such circumstances, it has become possible for Virgin to remain a popular brand across the world based on its ability to not only provide quality, but also affordable products (Boothby, 2009).

One of the most significant aspects of the Virgin Group’s approach to marketing communications is that it constantly seeks to ensure that there is the advancement of the Virgin brand. This means that all the products that fall under this brand have to make sure that they follow the same ethos in order to promote brand consistency. The Virgin brand is one that is constantly promotes as being one that stands “…value for money, quality, innovation, fun, and a sense of competitive challenge” (Matters). This stance is critical because it is the basis upon which all marketing communication from the company is founded. It essentially seeks to show that all the products that are based on the Virgin brand are those of a higher quality than that from the competition. Furthermore, the marketing of the Virgin brand is one that essentially promotes the idea among its audience that it is offering a product that is not only satisfactory to the customers, but also go beyond customer expectations in such a way that they end up feeling that they are getting their money’s worth. Under these circumstances, the marketing communication strategy of Virgin is aimed at the promotion of the Virgin brand in such a way that the customers look forward to using their services because not because they need to, but because they want to; making it the consumer choice rather than just convenience when it comes to their decision to make use of Virgin products. 

The online communication channels available are made use of by Virgin in such a way that it is able to promote as many of its brands as possible. This is based on the monolithic branding approach, which seeks to ensure that the Virgin name is made use of in all of its products, for example Virgin Atlantic, Virgin Music, or Virgin Trains, among many others (Boje & Smith, 2010). The use of Virgin as a brand name is critical to its marketing communication because it is one of the most recognizable brand names in the world. It is also one that has gained the trust of customers for decades, and because of its use on a diversity of products within the organization, these products are believed to be trustworthy by consumers. Therefore, the companies that make up a part of the Virgin brand tend to make use of logos that are designed and styles in a similar way; ensuring that there is the promotion of a situation where there is the advancement of consistency and trustworthiness of the products that are being promoted.

The Virgin Group is one that has specialized in the use of technology to make sure that it enhances its competitive advantage. One of the most significant initiatives that it has undertaken is to make use of such technologies as the internet, especially through its website, to make sure that it reaches as many people as possible. Most of the advertisements that are made within the websites that are owned by the companies under the group are those that are aimed at having a positive impact on its customers. The Group takes advantage of the extremely positive and global name that it has made for itself over the years to promote the diversity of companies and products that it has to offer (Dobni, 2006). Under such circumstances, Virgin is unique from its competitors and has an advantage over them because rather than selling a diversity of brands individually, the Virgin Group instead seeks to sell the Virgin brand. It makes the customers feel that they are dealing with a single entity which promotes an image of Virgin as being an extremely caring and personal entity. Moreover, the name of the head of the corporation, Richard Branson, is one that is extremely well known and has come to be associated with the Virgin brand as a whole. A consequence is that Branson’s name and image is tied to the promotional aspects of the Virgin Group and this is to such an extent that he has become an essential aspect of adding to the competitive advantage of Virgin (Altman, 2009). 

Another aspect of Virgin’s branding strategy that enhances its competitive advantage is that Branson utilizes celebrities in the promotion of its products. This is especially the case considering that he is often depicted or seen with celebrities and this enhances the image of Virgin. It promotes a situation where there is an effective advertising strategy that aims at making sure that there is the enhancement of the product and brand image to its full effect. There is also the use of a diversity of distribution channels, both direct and indirect, across the world, which helps in bringing about more effective customer service while at the same time ensuring that there is greater brand recognition for efficiency. The easy use of technology to advance its competitive advantage can be considered an essential means of making sure that Virgin remains a recognizable brand across the world.

Richard Branson has become an inseparable part of the Virgin brand and is its face. He has been able to ensure that the Virgin brand is capable of becoming a household name because of his constant presence on social networks, which has provided a direct connection between him and customers. Branson is also depicted as a fun-loving individual, and this has been carefully cultivated to connect with the Virgin brand itself, which is not usually seen as a regular brand, but one that has a direct connection with most of the population (Grant, 2005). Branson is also an extremely customer-friendly individual because he is constantly in touch with his customers on social media and seems to be willing to listen to what they have to say. The constant feedback is important for the Virgin brand because Branson is able to steer the brand towards the achievement of goals that make it possible for customers to develop an association with efficiency with Virgin. 

His presence on social networks also enhances the image of the Virgin brand because he is seen to be a leader with a hands-on approach. Under such circumstances, customers gain confidence in the Virgin brand because they recognize that Branson has not lost touch with them and are instead always interested in their welfare. Therefore, Branson’s presence as the face of Virgin has been able to greatly enhance the recognisability of this brand across the world because Branson is an individual that has proven to be charismatic and interested in new lines of business that can promote the interests of the population (Bresciani & Schmeil, 2012). A consequence has been that Branson’s constant presence on social media continues to promote the brand image of Virgin in such a way that shows that the corporation is moving alongside its customers through the use of the same technologies and other means of communication as them. Branson’s presence on social media can be said to have a positive effect on the Virgin brand and will likely continue to do so in the foreseeable future.

Prevention of Substance Abuse among Minority Children

 

Introduction

In contemporary society, despite the considerable progress that has been made when it comes to the status of minority groups, children from the latter communities tend to remain vulnerable to a number of issues. Among these is that they have a higher chance of getting involved in substance abuse, being victims of various forms of abuse, and have poor academic performance. These circumstances come about mainly because of the development of the considerable disadvantage that members of these communities have in society. most members of minority communities tend to live in areas that are not only poorer, but are also prone to crime because of the considerable unemployment rate as well as the lack of education for many individuals; most of who dropped out of school early.

These communities are also often victims of discrimination based on their backgrounds and this creates a situation where their children end up growing up at a disadvantage because they do not have the same privileges that their counterparts from the majority communities have. A result of this situation is that these children are forced into crime and substance abuse at a very early stage in their lives because not only do they not have role models within their own communities to motivate them towards achieving more, but they end up feeling that it is the expectation that they get involved in such activities. furthermore, these children, because of their backgrounds where they witness their parents and other adults abuse substances, end up not being able to concentrate on their academics and their performance in the latter is often below average. This paper seeks to show that while minority children are more vulnerable to substance abuse and poor academic performance, steps to ensure that there is prevention and interventions can help to bring an end to such problems.

Group Leadership Approaches

Group leadership is a critical aspect of making sure that there is the advancement of preventive measures for the problems that minority children are vulnerable to. One of the most pertinent approaches is charismatic leadership, which is aimed at making sure that the children involved are motivated towards not only being a part of the group, but are also encouraged to open up concerning their backgrounds and the difficulties that they have face in their lives. It is also an essential means of helping promote greater participation in group activities in such a way that they are able to overcome their vulnerabilities and instead achieve the assistance that they need. Another form of leadership that is essential in the achievement of the stated goal of preventing substance abuse and the improvement of academic performance among minority children is mentorship, which can be brought about through transformational leadership (Perreault, Cohen, & Blanchard, 2016). It is critical that those individuals that are selected to spearhead interventions are those that are not only from within their own communities, but have also achieved success in their lives. This ensures that they have a role model that can be used to promote a situation where they realize that they are also capable of achieving similar success. It is also pertinent that these children are mentored by those individuals in whom they have confidence and is from a similar background so that it becomes possible for them to be motivated towards the achievement of an improved status of life than they have currently (Slater, Evans, & Turner, 2016). The achievement of these goals through the leadership styles mentioned has the potential of improving the lives of the children involved to such an extent that they are better able to avoid those instances where they are attracted to substance abuse while at the same time focusing more on their academics as a means of improving their circumstances.

Legal and Ethical Issues

It is critical that during therapy, there is recognition that knowledge is no longer absolute and that all decisions that are made should be based on the benefits that are going to be derived from the process. Furthermore, the participant in the therapy, rather than being subordinate to the therapist, are supposed to be considered equal partners because it ensures that there is the advancement of confidence in the patient concerning the entire process while at the same time promoting a situation where there is greater openness (Sori & Hecker, 2015). The therapist no longer has absolute authority over their patient, and instead, it is critical that there is the advancement of the patient-therapist relationship. The group therapy process is one that has to be considered extremely confidential, especially when it comes to the therapist, because it involves a considerable number of individuals who are essentially opening up their private lives to one another. In addition, under such circumstances, the therapist has to recognize that he is no longer the exclusive agent of each patient because in a group therapy, he ends up acting as the facilitator rather than the agent (Boniolo & Sanchini, 2016). Instead, there is need to make sure that the interests of the entire group are considered at all times because it leads to a situation where there is the improvement of the lives of all participants in the group. It is also critical that the therapist conducts himself in the most professional manner possible and to avoid any malpractices that might end up hindering the recovery of their patients. Among the most significant ethical issues is based on the need to avoid such instances as patient abandonment, which might end up hindering or interfering with the process that will promote the healing of the patients involved.

Cultural Factors

It is essential to make sure that when handling cases concerning minority children, there is consideration of the cultural backgrounds of the individuals involved. This is especially the case considering that these children come from cultures that are for the most part not integrated into the mainstream and are only practiced within their respective communities. It is critical that there is constant consideration of the unique background of each of the individuals involved in the group therapy because it ensures that there is not only cultural sensitivity, but also a greater understanding of these cultures (Hook et al., 2016). Furthermore, it is essential that there is the advancement of initiatives aimed at bringing about a greater understanding of the cultural sensitivities themselves and through this understanding creates means through which to conduct the group therapy itself. It is also critical that the therapist puts cultural relativism in mind during the group therapy process in such a way that promotes a situation where there is an understanding of the way that different communities consider life. Rather than being critical of the different viewpoints of the participants based on their own cultures, the therapist has the responsibility of making sure that these viewpoints are integrated into the therapy with the aim of helping these children come to terms with their own culture and how the latter can help them advance in life (Ratts, Singh, Nassar‐McMillan, Butler, & McCullough, 2016). The achievement of cultural relativity ensures that no culture is made superior to the other and instead, the participants come to feel that their cultures are on an equal footing to the mainstream one. This provides them with the confidence to not only continue with the therapy sessions, but also allows them to become active participants in such a way that enhances their recovery process and giving them confidence concerning how to conduct their lives.

Conclusion

This paper seeks to show that while minority children may be at risk of substance abuse and poor academic performance, interventions can help them recover from such incidents. The interventions that are proposed are based on the need to make sure that these children are involved in group therapy sessions which have the ability to make them meet individuals facing the same situations and come to terms with them. Furthermore, it is important that the therapist observes both the legal and ethical issues that might arise during the therapy sessions and take into consideration the consequences of all their actions on the welfare of their patients. Finally, it will be necessary to put into consideration all the cultural factors that might affect the therapy. This can be done through the practice of cultural relativism, which has the potential of making all the participants feel confident in themselves so that they are more forthcoming with information that can help them recover more efficiently.

 

 

 

 

 

 

 

 

 

 

 

 

References

Boniolo, G., & Sanchini, V. (2016). Ethical Counselling and Medical Decision-making in the Era of Personalised Medicine: A Practice-oriented Guide: Springer.

Hook, J. N., Farrell, J. E., Davis, D. E., DeBlaere, C., Van Tongeren, D. R., & Utsey, S. O. (2016). Cultural humility and racial microaggressions in counseling. Journal of counseling psychology, 63(3), 269.

Perreault, D., Cohen, L. R., & Blanchard, C. M. (2016). Fostering transformational leadership among young adults: a basic psychological needs approach. International Journal of Adolescence and Youth, 21(3), 341-355.

Ratts, M. J., Singh, A. A., Nassar‐McMillan, S., Butler, S. K., & McCullough, J. R. (2016). Multicultural and social justice counseling competencies: Guidelines for the counseling profession. Journal of Multicultural Counseling and Development, 44(1), 28-48.

Slater, M. J., Evans, A. L., & Turner, M. J. (2016). Implementing a social identity approach for effective change management. Journal of Change Management, 16(1), 18-37.

Sori, C. F., & Hecker, L. L. (2015). Ethical and legal considerations when counselling children and families. Australian and New Zealand Journal of Family Therapy, 36(4), 450-464.

A case study of the Oberoi Hotels

 

Introduction

Oberoi Hotels are considered to be among the most significant players in the hospitality industry and this is based on the high quality of services that it provides its customers. A result has been that it has gained a reputation for being among the most capable hotels in the industry when it comes to the provision of differentiated services to its customers (Bharwani, 2011). One of its most prominent stances is that it is essential to make sure that the satisfaction of customers, both current and future, is made a priority. The operational model of the organization is one that promotes the idea that all members of staff learn about the backgrounds of their customers, especially their likes and dislikes. Under such circumstances, it becomes possible for the members of staff to ensure that they provide highly personalized services for their customers and this are in such a way that it enhances the organization’s reputation for great services. Moreover, Oberoi Hotels has proven that it is capable of maintaining its operations because it is financial stable. While this may be the case, there have been instances where some customers have ended up leaving some of the facilities operated by Oberoi feeling unsatisfied.

Problem Statement

The service model that is used in the Oberoi Hotels is highly standardized and this is to such an extent that all employees are expected to follow it strictly. However, despite the actions of employees to make sure that they are able to make the clients under their care as happy as possible, it has brought about a situation where there is an increase in customer expectations concerning the service that they expect to receive. The incident mentioned above, where the customer decided to leave earlier than expected shows that there is need to change the approach towards customers service in order to satisfy growing customer expectations.

Strategy

The main problem that is faced by the management of the hotels is that there is need to ensure that there is the development of a situation where the services provided are able to meet the expectations of its customers. This is because customers are increasingly coming up with different demands that need to be satisfied during succeeding interactions. Therefore, under such circumstances, it is essential to make sure that the current standardized service model is maintained because it is the one that has enhanced the reputation of Oberoi Hotels to the levels that it currently enjoys. It is essential that the company continues with its current model while at the same time seeking to further improve the services so that its customers can continue to enjoy their stay (Sigala, 2005). The values that it has constantly promoted, including seeking to understand the personal interests of its customers and undertaking to make these interests come true through the provision of personal services, will help in maintaining Oberoi’s reputation for being a leader in the industry. Standards need to be made when it comes to the provision of a diversity of services and employees need to follow them strictly in order to make sure that there is the enhancement of customer satisfaction (Whitla, Walters, & Davies, 2007). The insistence on the maintenance of high standards by the management of Oberoi is important and has been responsible for the high quality of services that the company has enjoyed over the years. Therefore, rather than making many dramatic changes, it is essential to make sure that the current system works as effectively as possible through the implementation of improvements aimed at satisfying a diversity of customers.

This option comes with many advantages that need to be considered. Among these is that it will help employees remain constant in their service provision to customers because they will not have to deviate from their current standards. Furthermore, the company will be able to retain a similar level of high quality services that will help in the reduction of instances of failures based on their changing operational models into new territory (Osman, Hemmington, & Bowie, 2009). It is likely that the consistency in the provision of services will help in making sure that the customers continue to enjoy the services being provided to such an extent that in time, it will be possible to increase the number of customers who not only return, but also recommend the hotel to others.

Conclusion

It is essential for Oberoi Hotels to maintain their high standards and quality of services because it ensures that there is the advancement of a situation where customers not only remain satisfied, but are also encouraged to return. The current model is one that has become critical to the development of the reputation of the company, and to abandon it would have the disastrous effect of reducing customer confidence in the quality of services that are provided. It is therefore necessary that there is the establishment of a level of continuity where the current model, rather than being abandoned, is continuously improved to bring about the achievement of customer satisfaction.