WSM Case 1 - new launch of credit card in Q2 - 2008
One of the World Brand, local wisdom has launch a new brand with environmental friend concept platinum credit card recently.
Their Marketing Strategies
Marjor Marketing Theme
Promoting the enironment protection concept, partial income will be donoted to environmental related organization/activities /event.
Tangible Marketing Strategy
Card is designed in Green color to align with this cencept with a "G" shape in the right hand side. It provides a strong sense of linkage for customer who would like to claim for environment protection to others.
Marketing Compagin
both WSM and public marketing compaign was conducted in starting of Q2 2008.
1) they have over thousands of employee in HK, the fastest way to have a quick win is to make use of the office-email system to ask for their internal staff to issue this card.
Result: this WSM marketing is successful to get my wife to apply for this card because of the unqiue appearance.
2) Mass marketing - the local bank has use the following marketing channels to promote its new card:
1) place banner ad in Yahoo portal
2) place in google ad
3) place ad in major magazine and newspaper
4) place initiate ad and conduct compagin in the marjor shopping streets like Causeway Bay.
Implications - What we can learn?
If you want to market to Office ladies segment
Card appearance is importance to attract office ladies segment
WSM is quite effective to office ladies segment
Editors will continue to follow up and observe the marketing effectiveness of this card and publish our observation in later onto this blog.
Subscribe to:
Post Comments (Atom)
No comments:
Post a Comment