Marketing Credit card

CREDIT CARD

Segmentation, targeting, positioning and
Pricing strategy

Group members:
Sukanya Barman
Jatin Setia
Neha Bindal
Subhrasankha Bhattacharjee

A SHORT GLIMPSE OF CREDIT CARDS IN
INDIA
According to a new research report “Indian
Payment Card Market Forecast to 2012”, Indian
Payment Card Industry presents enormous growth
potential for market players in various segments.
 Despite a decline in credit card base, the
industry has seen huge growth in terms of
cards transaction as debit and credit card
transaction by value has increased at a CAGR
of around 46% and 9%, respectively during FY
2008-2011.


OPERATIONAL STRATEGY
Member of both major payment system: Visa and
Master card.
 Relationship Cards: An umbrella Strategy for a
number of card related services which eventually offers
consumers access to funds through domestic and
international credit and debit function payments.
 Focusing each credit card offer on a distinct consumer
need, we garner both the ability to present more
effective value propositions to consumers that behaves
as predictably as possible.
 making it easier to forecast card profitability as well as
adjust marketing strategies based on early returns.


MARKET SEGMENTATION
Social class

Upper Social Class
 Middle Social Class
 Lower Social Class
 Businesses Class


Age Group

Young adults aged 1825
 Adults aged 25-30
 Senior citizens over 60


TARGET MARKET: YOUNG ADULTS AGED 18-25


It is known that people develop their first brand
loyalties when they are between the ages of 18
and 25. Accordingly, college students as an
important part of the youth market offer
great opportunities for credit card
companies.








Less credit history/experience
Small credit limit
Cash back as incentive
Extra cash, or points for paying on time
No extra membership fees or annual charges
5% cash back on up to purchase of 5000 INR in
particular categories

TARGET MARKET: ADULTS AGED 25-30


Uses cards more regularly for everything:
Groceries, Entertainment, Gas, Luxury goods
Rewards programs, usually offered for an annual fee
 Value of rewards only exceeds fee if card is used
enough, arousing consumers’ loyalty
 Given the cost of maintaining the programs, these
cards are generally reserved for users with better
credit


POSITIONING

“Premium Services for Young”

MARKETING STRATEGY
Appeal to former debit card users
 Leave no customer empty handed
 Secured Cards
 Selling credit-based products to consumers, such
as credit insurance or credit monitoring
 Contracts with Hotels, Restaurants and other
merchants for special offers.
 Distribution of Card Readers to small retailers,
Groceries, Luxury good shops having permanent.
 Customers could use their existing card instead
of having to apply for and carry another card.


PROMOTIONAL STRATEGY
A welcome pack to every customer.
 Theme Song or tune for the Brand.
 Television campaign and advertising in the
national press.
 Card reader plays notes from the theme song:
creates a sense of an upbeat shopping experience.
 Loyalty Scheme


PRICING STRATEGY
Temporary low interest rate, frequent-flier miles or
free balance transfers.
 No annual fee, low rates, with grace period, free air
time for cell phones, free fuel for car & bikes and cash
back are some of the competitive advantages that can
be provided depending on the target group.
 Effortless rewards – which were easier to earn, easier
to use and easier to redeem
 Rewards to be featured in rupees and dollars rather
than in points, to make it easier for the customer to see
the value of what they had earned.


Marketing Credit card

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