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This document summarizes research on Discover Card's target markets, brand positioning, competitors, and recommendations for a new marketing campaign. It identifies Discover's primary target as loyal customers aged 45-60 and a secondary target as college students and small business owners. Research found Discover's brand to be seen as outdated and rewards-focused but not widely accepted. The document recommends targeting 21-35 year olds starting new life chapters and positioning Discover as helping customers turn possibilities into realities through rewards. It proposes an augmented reality scavenger hunt campaign and increased social media engagement.
