Developing strategies is undoubtedly made easier when one is dealing with a brand like Virgin. The mother brand, and its customer championing, is naturally attractive to wide audiences. It has spirit, character and a propensity to develop products and strategies that challenge the status quo. Developing strategies for Virgin Mobile Australia (VMA) is on the surface even easier. The brand has a personality that readily lends itself to Buy Marquee advertising and a budget that makes standout a Buy Marquee mandatory. It has a majority youth audience which allows it both Buy Marquee freedom and marketing focus. Its last campaign, Warren, had propelled VMA into the limelight and to its highest ever market share. The brand had bags of momentum, salience and sense of expectation surrounding it. In December 2003 at the height of the Warren mania, Host took the next brief.

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The project proposal form provides several spaces for you to add specific Buy Marquee (such as your name and student number), marked _________.

Further, it also leaves space for your own additions as they are required for the project. This includes the project topic, specific key issues, and assessment criteria. Here are some notes on how to use these spaces.

Most importantly, use the electronic version of the project proposal form as it is available from the unit OLT site: do not fill out a printed version of this form in handwriting.

Business Type: Online Shop/Store

Australian e-commerce department store, featuring everything from the latest toys to sporting goods.