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Capital One

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Capital One

Intro * Determine strategy for a mass media campaign. Goals: * Maintain competition with Canadian banks * Raise brand awareness * Position bank in the market place

1. What is the bank’s target customer segment? 2. Which advertisements should it use? 3. What is the right advertising plan?

Canadian Banking Industry
13 domestic banks (6 majors with 90% market share, 7 smaller with 2% market share)

11 foreign banks with 7% market share.

93% of Canadians have a banking relationship and typically consolidate all their banking needs with one provider.

Credit Cards
Big increase in circulations of credit cards to 53.4million following arrival of US based competitors.

Common for banks to run their credit card business as an integrated operation within retail banking.

Marketing was aimed at existing customers via branches.

Retail banks had low cost of capital than Capital One and MBNA hence they garnered a greater share of new acquisitions. More than half of card applicants are received in store.

Capital One
49 million global customers and $105bn in managed loans

Credit cards, auto loans, home equity, small business loans, installment loans, consumer financing and savings products.

Founder’s belief: information, technology, testing and great people can deliver highly customized financial products.

Relied heavily on proprietary Information-Based Strategy to tailor products based on huge amounts of data.

Entered Canadian market in 1996 with a focus on issuing credit cards. Offered a credit card to all risk segments with 9.9% introductory offer (vs. 16% by competitors).

Was very appealing to sub prime customers and “revolving” customers.

Capital one customers used cards: * For convenience * To avoid carrying cash * Keep track of expenses * Collect loyalty rewards

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