Alpen bank

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€ M

Profit with Customer Acquisition

Credit Card Profit

Number of Cardholders

All Customers

Key take aways• How do you know whether or not to introduce a new

product or service?– Forecast revenues – Forecast costs

• Acquisition costs• Other costs

– Calculate profitability• Greater profits with more volume• Can thus calculate break-even volume

– These calculations depend on how the brand is positioned• In this case, the higher end positioning brought in more revenues

per customer

Alpen Bank

• How marketing research is used to determine if a brand should be launched• Which segment should be targeted?• How should the brand be positioned?• Then, we can use the 4P’s to implement this

– Price– Promotions– Place– Product

Marketing Analysis (The 5 C’s)

Customers Company Competitors Collaborators Context

MarketSegmentation

TargetMarket

Selection

Product andService

Positioning

Product & Service Place/Channels Promotion

Pricing

CustomerAcquisition

CustomerRetention

Profits

CreatingValue

CapturingValue

SustainingValue

General Framework for Marketing Managers

Marketing Mix (The 4 P’s)