MARKETING MANAGEMENTMARKETING MANAGEMENT

MARKETING PLAN MARKETING PLAN VISA CREDIT CARD TECHCOMBANKVISA CREDIT CARD TECHCOMBANK

GaMBA X0510 - Group 03

INTRODUCEINTRODUCE

Credit card is a new product, however, in recent years, it was a potential product that many banks are trying to develop. Almost every banks in Viet Nam sell this product.

To archive in this product, Techcombank need a good marketing plan with: located product, costumer target, pricing strategy, place, promotion, people, process and Physical Evidence …

Good Marketing plan will bring archive to Techcombank.

PEST PEST

Policies: Encourage using card instead of cash – so people have to have a bank account.

Economic: safe, convenience… Social: modern and develop society. Technology: easy to manage, modern techonology…

SWOT SWOT

Strong: Wide net work, backup from HSBC, Young staff and full of skill…

Weak: limited in financial capacity, stress from shareholders.

Opportunities: develop technology.. Take exception: competitive with state-owner banks

Market situationMarket situation

- Although credit card products developed for several years but had a lot of competition between banks. Almost all banks have this product .

- Currently leading a number of the Foreign Trade Bank with Master Card.

- Product really is not profitable for banks because big investment, low revenue

- Future Card is a product development, profitability, revenue, market share for the investment bank said at this point

Visa Techcombank (ProductVisa Techcombank (Product)

Includes 2 Debit and Credit cards. Here is the product provides Visa Credit Card.

Credit card is essentially a line of credit (loans account for S NH). Customers do not need the money in your account but you can still spending or cash advance.

nterest if not paid immediately at the end of the payment period (up to 45 days are not subject to interest)

s a form of non-cash payments are CP support and advanced social acceptance (only remove the cultural front cash, and new economic development)

Visa TCB (Product)Visa TCB (Product)

Standard card- lower than 70 millions Golden card 70 millions up

Saves for shopping – Redeem for flight

Target customersTarget customers

As most credit mortgage so customers who have prestige, income and above-average;

Specifically: The university professor, Public servant class A2 or more staff in foreign-invested enterprises, finance, banking or other business scale of 1 million U.S. sales ...

The merchants have sales exceeding 200 million per month.

Minimum income of 5 million VND per month; Concentrated market for large city, the economic

center

Locate Visa TechcombankLocate Visa Techcombank

- Visa is the only organization in the U.S. are accepting Visa co-branded with VAL (Vietnam Air Line);

- This card features are integrated, such as membership of VAL which consumers use a card yet but enjoy the benefits of two cards;

- When using a Visa card to accumulate points card spending and vice versa VAL deliver value for S (the material benefits, incentives, service ...)

Product pricing (Pricing)Product pricing (Pricing)

- Overall competitors also adopt a similar price with card products to ensure competitive prices with each other;

- Prices for products including the following elements: + Other fees: Fees for issuing an annual fee, change fee

limits, re-issue fee BIN code, card access fee, late payment fee play, charges and fees ...

+ Interest Rate: As of last month on the balance and the actual time period for principal and interest each month ...

+ Fees for merchants 2-4% of sales - Techcombank apply flexible pricing for customers and the

type of card

Distribution (Place)Distribution (Place)

- Techcombank implement strategic distribution channel directly.

- Characterized by complex products both technically, the process elements, risks should use direct distribution channel is more suitable.

- Take advantage of over 200 transactions and over 3000 staff nationwide are selling points.

- Actual secondary distribution through agents, but does not guarantee service quality, image should be removed Techcombank.

Sales promotions (Promotions)Sales promotions (Promotions)

- Packaged products in a beautiful print envelopes, including card, user manual, BIN Code

- Advertising: The newspaper, radio, TV, online - PR: The communication program and out, the press release; - Direct Marketing: In the transaction, through the entire

TCB staff, through the existing customer base.- VAL marketing through partners, strategic partners have a

good image and a large market - Other Marketing programs: Organization of competitions,

programs and humanitarian ...

People problems (People - P5)People problems (People - P5)

- Is a very important issue for supply of TCB DV. With over 3000 staff are sales force;

- Need to be trained and knowledgeable about products and services to recommend and advise clients;

- Training in communication skills, sales skills, and other necessary skills;

- As a staff team of professional, qualified, skilled, good appropriate treatment regime, competition.

Business processes (Process - P6)Business processes (Process - P6)

- Card services, but is essentially due to the credit account to sell this service should be carried out simultaneously two processes is the process of the card and the credit granting process;

- But the process of credit is reduced by the specific criteria should be easy to perform;

- TCB card process has been completed, including the process: contact, introduce products, collecting records, records appraisal, approval process, card issuance, card delivery in S, process , KH advice during the process of using cards to collect debts, all credit card;

- Building a documentation system for all users

Facilities (Physical Evidence-P7)Facilities (Physical Evidence-P7)

- Based system to work in the convenient, spectacular

- Transaction space, identification at the counter, at the office

- Software systems, trees ATM, POS of TCB, the other banks in the alliance

- The system accepts payment in foreign - Payment transactions online trading online - Also as uniforms, printing papers,

Plan of implementingPlan of implementing

Target Implementing Time Finish

Design card Card Center 10/2010 12/2010

Completed legal document with state’s bank, Vietnamairlines and VISA

Card Center 11/2010 01/2011

Completed connection and process skill Card Center, Develop product Dept, Legal Dept

11/2011 12/2011

Training for staffs Training Center 12/2010 12/2011

Promotion, marketing, advertising... MarCom 10/2010 -

Implementing sells product Sale Dept 01/2011 -

Checking, supervising and fixing Card Center, Develop product Dept, Legal Dept

03/2011

ConclusionConclusion

- But not really profitable but initially developed good

- How many total market share accounted for POS system. ATM trees

- 7P future is sure to grow well and became the service offers many benefits to TCB

- 2015 will be expected to card xxx

ConclusionConclusion Group 3 is composed of membersGroup 3 is composed of members

1. To Thi Giang: Leader2. Tran Thi Phuong Linh; 3. Quang Thuan Kieu; 4. Cao Van Thang

Thank you for your attention! Thank you for your attention!

5. Truong Trung Nghia; 6. Nguyen Manh Ha; 7. Nguyen Hong Van;8. Nhu Viet Hung