Virgin Galactic: Serial Entrepreneur Richard Branson's Space Travel Venture | Marketing Management Case Studies

Details

Case Code : CLMM040
Publication date : 2009
Subject : Marketing Management
Industry : Diversified
Length : 04 Pages
Price : Rs. 100

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Key words:

Richard Branson, Virgin Group, Virgin Galactic, Brand extension, Brand dilution, space tourism, space travel, Burt Rutan, Paul Allen

Note

1: This caselet is intended for use only in class discussions.
2: More comprehensive case studies are priced at Rs.200 to Rs.700 (US $5 to US $16) per copy.

Abstract:

This case is about British entrepreneur Richard Branson's (Branson) new venture, Virgin Galactic, which he started with the aim of making space travel available to the general public. Over the years, Branson had launched hundreds of ventures with the portfolio including cola, aviation, and financial services, by extending the Virgin brand name. Some experts felt that by extending the Virgin brand name to unrelated categories, Branson ran the risk of diluting the brand. However, Branson was unperturbed and quite upbeat regarding the prospects of his new ventures including Virgin Galactic which was expected to commence its first commercial trip in 2010.

Issues:

  » Brand decisions
  » Brand extension strategy
  » Niche Marketing
  » Entrepreneurship

Introduction

On September 27, 2004, Sir Richard Branson (Branson), founder of the Virgin Group Ltd. (Virgin), announced that he had signed a £14 million contract to use the SpaceShipOne technology to construct SpaceShipTwo , so as to achieve his goal of taking passengers into space through his company, Virgin Galactic...

Questions for Discussion:

1. Critically analyze Richard Branson and his space tourism venture. Do you think he will succeed in making this a profit-making venture?

2. "If it is a success, we want to move into orbital flights and then, possibly, even get a hotel up there." Will Branson's dream come true? Give reasons to support your answer.

3. Do you agree with experts that extending the Virgin brand name across different categories will lead to brand dilution? Give reasons to support your answer.