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......What pricing strategy would you recommend to Schulman? Flesh out your strategy by including specific elements of the pricing plan, e.g, contracts, the size of the subsidies, hidden fees, average per-minute charges, etc. (Be as specific as possible, given the information in the case.)

The most viable pricing plan for Schulman is Option 3, an entirely new plan. From a branding standpoint, Virgin Mobile is continually reinforcing their nonconformist image through independent music sponsorships and a very aggressive new phone development program that is continually both reinforcing their leading-edge image and also supporting their nonconformist image as a cellular service provider. For Option 3 to be successful, Virgin Mobile must brand it as a revolution in phone services, and accentuate this message in their branding by illustrating how easier it is to communicate with the world when no contracts, no commitments, and no hassles to continue on existing plans and even swap to new phone models when they come out. Messaging also needs to include a strong nonconformist message when it comes to Instant Messaging (IM) and talking with friends. For all these branding factors to be successful there needs to be enough of a unique and nonconformist identity that…

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