Credit Card Threat Counter Strategy
In order to protect its strong position in the Japanese market, a global credit card brand needed urgent action to head off an aggressive competitors new growth strategy… by building a compelling offer for customers and the cards issuers
- Market audit of key competitors marketing materials
- Customer Mystery shops to issuers to understand how they were ‘pushing’ competitor cards
- Brand DCode focus groups to pinpoint what was driving the competitors brand with vulnerable target customers
- Quantitative segmentation of the market to assess the real threat to our clients card business- who was vulnerable and why
A quantitative segmentation of customers via a ‘risk matrix’, profiling the customers and issuers posing most risk and detailed qualitative understanding of those risk factors- for immediate team action
"Thank you for the excellent work you did on this project! It was a tough nut to crack but you came out with flying colors. Have a wonderful and well deserved rest this weekend. You are such a pleasure to work with and I feel very fortunate to have you as a working partner!!"