Virgins rebrand - a business point of view

[Mark Grima]

Hi all,

I am doing a marketing uni assignment based on how Virgin Blue/Virgin Australia enhanced their product based on an understanding of consumer needs across a number of different market segments.

I was wondering if anyone has any good texts based on the business side of the rebrand and increase in product offerings (lounges, J class etc etc).

It would be great if you have any links or access to any peer reviewed journals etc.

Cheers

M

[D Chan]

Mark, not sure if you had a look at the materials presented in the ASX websites already under Virgin - there will be a few useful pdfs there as a starter - annual reports are also a good place to start. Besides that investment banks also have materials covering the airline industry and even the Virgin Blue / Virgin Australia rebrand example. There was also an excellent article may 6 months ago I think, in the Australian Financial Review on Borghetti.

[Mark Grima]

Hi all,

Just wondering if anyone has a link to or copies of Virgin Blue print media from 2000 - 2005?

Just need one or two examples.

Cheers

M