Marketing

Presentation by Rabbia TariqPrincipals of Marketing

Banking & Finance Foundation University Rawalpindi

Camp

IntroductionVisa roots started in 1958.The first consumer credit card program available

in US.Visa are global payment technology.Visa is every where you want to be.It connects consumer , business, banks &

Governments every where in the world .Visa card is used as digital money INSTEAD of

cash & checks.

Marketing Mix

Product: Credit Card with chip and pay Wave.

Pricing: Cards shall be accessible then from the related bank branches and alternative channels.

Promotion: Main bank programmed ( Final customer eliminates the card fee of the main bank, the most preferred main bank gets the %6 per cent of the total service fee).

Placing: Cards shall be accessible then from the related bank branches and alternative channels.

SEGMENTATION, TARGETING & POSITION

Market Segmentation: Alternative banking and credit solutions using.

Target Group: Credit card users has more than one All which credit cards and looking for payment solutions, and as a result, high consumption levels.

Positioning: The vast payment networks Visa & master card are Competitors . visa goal is to locate to maximize consumer of the potential benefit to the firm

Micro environmentIndividual marketing

Product, services & Brand of Visa card

visa card provide these product to satisfy the consumer need & want.

Level of productsCore customer value: visa card is easy to carry INSTEAD of

cash Actual product: Visa logo the familiar blue, white, and gold

stripes. Brand: the name Visa. In 1958 residents of Fresno,

California has received Bank Americard emblazoned with a variation on a flag theme. Packages: Visa card Provide special deals in discount of traveling.

Augmented product: visa services from dirty Effective verification of new security system That tells online retailers and banks That you are a genuine cardholder When you shop online. It Allows you to use a personal password to confirm your identity and protect your visa card.

Consumer ProductTypes of consumer product

convenience productRewards Visa Debit Card: offers convenience

and security and Allows you to earn rewards as you Spend

shopping product

Visa Classic, Visa Gold are shopping product price it focus on quality & branding

Specialty product

Visa Platinum : gives attractive lifestyle Visa Infinite : Enter a world of luxury and you

can Enjoy great spending power with a high credit limit.

Product Mix

WidthLargely similar evolution of product mix

Brand Sponsorship

CO BRAND7 of top Pakistan co brand

are majority with VISA mother care, Gloria jeans, Domino’s,DEBNAHAMS,CROCS, NINEWEST, TIMBERLAND, HANG CHANG(chinese restaurant)

New payment ParticipantActive engagements with strategic partner

Vodafone Visa will run a Vodafone-branded pre-paid card, so

users can load credit onto their phones to be used anywhere Visa PayWave is accepted.

Samsung Samsung and Visa have a new agreement that will

let you make credit card payments using Near Field Communication (NFC) chips in next-generation Samsung device.

Price adjustment strategies

Psychological pricing Visa card developed pricing based on consumer mind set Gold

is more expensive then silver this strategies shown on table

Segmented pricingHBL ATM Cash Withdrawal provide facility of Rs. 25,000 per

day for Silver CardRs. 50,000 per day for Gold Card

Discount & allowances pricing Visa gold /platinum card holder can enjoy 10% discount when

spend some quality time with friend and loves once over coffee and desert at Gloria jeans coffee, Pakistan offer valid till 30 June 2014

Promotional pricing IN Olympics games visa card provide special discount to its

customer On 11 may is a mother day As a Visa Gold or Platinum card holder

enjoy 10 per cent off on all regular priced items and indulge in the complete “Mother care” experience.

Visa Lifecycle

• Visa card is in Growth stage of the company life cycle in Pakistan.

• The reason behind this is progressing and achieving its aims and targets.

• Because of that it is in growth stage. the overall banking industry in Pakistan is at maturity stage.

• Due to the recent economic crisis and the current economic conditions of Pakistan.

Recommendation

• In Pakistan It is observed that the employees have lack of knowledge about visa card.

• visa card should properly advertise and Communicate to public about the services provided by it, so that more customers will be attracted.

• Company should give bankers a proper training of visa card. so that they understand the proper procedure.

• Majority of people does not know about role of visa company. they should make a special advertisement for people awareness

• Visa received bad reviews of Logo. They need to refreshes the logo

Conclusion Visa cards are useful because they provide you

with convenience and interest-free financing. You do not need to carry too much cash when shopping as most stores accept credit card payments along with discounts. When choosing a visa card, you should know about its benefits against its costs. In Pakistan only the gold & silver card are used or issued by banks. Consumer are happy to know the discount & offers they provides. Visa card made life easy for consumers.

Thank You