GROUP V

Tejashwi Kumar
Sweta Saroj
Subhodeep Saha
Prakhar Nagori
Kamal Nagvani
Akshay Gajghate

Platinum Cricket/Football Card

from ABC Bank

India has a huge urban working population

Credit cards play a crucial role in the daily life
It present a convenient and secure form of payment for consumers
This user-group also overlaps with a population which spends a lot of time
on the following: Watch Cricket/Football on TV, with an interest to attend matches
Listen to Rock/Pop Music, with an interest to attend concerts
Active in the party circuit, with an interest to attend Page 3 parties
Cricket has been used as a medium to sell a plethora of products, and
build well-known brands, Coke/Pepsi, Microsoft Xbox 360 etc.
Similarly, Football has gained a lot of popularity lately, with the ongoing ISL
and the upcoming U17 FIFA World Cup

SWOT Analysis of Cricket

Card
STRENGTHS
i) Cricket loving fans
will be inclined more
easily
ii) As Bollywood also is
keenly involved the
chance to grab and
attract Bollywood lovers
also exists
iii) Add-on facilities will
give chances to attend
high profile.

THREATS
Idea is also open to other
banks, as bigger bank have
greater reach to customers
so they have better access
to the scale of this concept
Credit risk is the potential risk,
if subprime lenders are
availed to service without
looking much into their credit
history

WEAKNESS
The target group other than
cricket freaks will not be
interested and thus it is a
narrow target scheme
The concept of IPL team with
credit card will be more so
seasonal as IPL is focused
more in just 2 months

OPPORTUNITIES
Immense
opportunities to
cater to cricket
lovers and thus
great product to
offer
It can be further
enhanced with
various add-ons to
get more value from
customers to increase
bank lending and
credit

TOWS Matrix
Strategies to capitalize on
opportunities using
strengths

Strategies to mitigate
threats using strengths

First movers advantage in both

areas of Cricket as well as
Football

Strong Advertising and

Promotions would help us
create a customer base
before the competitor
decides to enter the market.

Not only it will enable us to

cater to Cricket related
demands but once entering the
customers pocket would be
used for other purchases as well

Following KYC Norms and

having a regular interval
credit check is a must to
save the defaults on the

Strategies to overcome
weaknesses through
opportunities
The seasonality use of credit card
could be transformed to daily use
by bringing the promotions on a
regular basis as well top-ups
should be divided equally
amongst different
shoppingsectors
This will not only increase the
customer base with respect to
cricket but also of other related
shopping sectors

card
trategies to minimize
weaknesses and avoid
Threats
Having a varied featured card with
specialty in cricket and football
would be useful to cater to both
the segment

Having a strong consumer base,

our card would act as a resistance
for other competitors because no
value addition to customers thus
need to capture market in a big
way as soon as we start these
services

Laddering Concept
The laddering concept which we are proposing is
Differences by Occasions
The following topics were used in the questionnaire:

Age group (25-35, 35-45, 45+ etc.)

Family (married with/without children, unmarried)
Preferred features
Annual charges/benefit analysis
Security issues
Credit limit
Add-ons such as passes to concerts, parties, pre/post-match
interaction with sportspersons

STP Analysis
SEGMENTATION

Geographic:- On the basis of states. As eastern and north-eastern regions of

our country are more inclined towards Football. As ISL is also prevalent along
with IPL, banks can leverage on this to attract sports fans all across the country

Demographic:- Most of the target customers are in the age group of 22-45
years. This age group is for the sports freak and hence trendy offers can
persuade them as they 20s customer just entered earning stages and hence
they tend to spend more

Psychographic:- Banks can target achievers. Individuals who are ambitious and
passionate to work more and earn to enjoy their life to the fullest.

Behavioral:- These IPL and ISL are occasional with each occurring in fixed years
and henceforth these are on occasions. Hence segmentation on the basis of
behavioral is apt here.

STP Analysis
TARGET
Sports freaks and enthusiasts who are in the age group of 22-45 years
Ambitious and survivors who have just entered earning stage and love
spending
Party animals who are crazy about their fans and love attending page 3
parties along with witnessing Cricket & Football matches
POSITIONING
Bank can position themselves as being a mediator between customers and
celebrities who people worship. They can position themselves as medium
so as to let them meet these celebrities, attend their parties and can avail
discounts on the seats in the stadium

Football Credit Card

Barclays group PLC is a big global financial provider operating in Europe, America,
Australia, Asia, Middle East and Africa
They are engaged in retail banking, credit cards, corporate banking, investment
banking, and wealth management
Barclays group is one of the largest financial services provider in the world with a
core tier one ratio of 11 per cent
Recently Barclaycard, the credit card subsidiary of Barclays, started a profitable yet
attractive deal with the English Premier League, of offering free/discount tickets to
football matches to football fans who own or want to own credit cards
They named it Barclays Ticket Tuesday. It has been a success story
Population of India is 1.25 billion, which is almost 20 times that of UK, and the
overall fan-following of football in India similarly outnumbers that of UK
Here, we are trying to replicate the success of Barclays Football Card with the ISL
football tournament.

SWOT Analysis of
Football Credit Card
Strengths

Weakness

Football fans in India are increasing rapidly and will

give First Mover advantage

Narrow Target reach as was the case with cricket

credit

Football is the most popular sport in the North-East

region in India. Football Card will be more popular
here

Seasonal as due to seasonal matches taking place

Add-on facility will give customers the chance to

attend high intensity games
Opportunities

Threats

Emerging markets in Asia, and possibilities of tie-ups

with ISL and the upcoming FIFA U17 World Cup etc.

Varied government legislations in its global markets.

High population of potential customers in the urban

middle-class segment, most whom:-

High financial risk exposure due to its global operation

nature.

1. Watch and follow football, and are willing to watch

matches on venue, not just on TV or internet
streaming

Increasing competition and threats in the banking

industry from other companies

2. Want to take their friends or children to football

events such as IPL but cannot due to unavailability of
tickets or shortage of time

4P Analysis
Product
Design - This is a unique card designed for cricket & Football enthusiast.
We bring a cricket credit card. That gives you a unique opportunity to
enjoy cricket with their favorite IPL team. The card holder will get
unmatched perks and privileges
Features : Cash Access Across the World - Convenience at the Speed of Technology
E-statements - No postal delays or lost statements. Get your monthly
statement directly in your e-mail inbox. This gives you global access 24/7
SMS Alerts
Fuel Freedom - 2.5% fuel surcharge waiver for each transaction between
Rs.500 & Rs.4000 (exclusive of GST, wherever applicable, & all other
charges). Maximum surcharge waiver of Rs 250 per statement cycle, per
credit card account

4P Analysis contd.
Features
Easy Bill Pay Facility at Zero Charge - A FREE service that ensures your
utility bills (electricity, mobile, insurance and telephone) are paid on time.
Earn Reward Points on payments made.
Balance Transfer at Low Interest Rates
Easy Money Facility - Just call the ABC Card Helpline and order a bank draft
anytime you wish. The draft amount will be billed directly to your ABC
Card. The service is useful for payments of various bills, taxes, fees and a
lot else.
Credit Facility - ABC Credit Card offers greater flexibility of payment. With
the extended credit option, you can plan your payments against your
outstanding due as shown in your Monthly Statement. You can then carry
forward the unpaid balance at one of the lowest finance charges available.
Online Railway Tickets Booking
Emergency Card Replacement, anywhere in India

4P Analysis contd.
Price
There will be one time charging fees
Extra add-ons will be provided called top ups: for example if the customer takes a top up of
Rs.50. They will get a discount of 1% on their next purchase from Big Bazar.
Provide easy credit terms
Promotions
Advertisement: Advertisements can be done through print media, social media, on television,
Radio.
Sales promotion: Install information centres in the malls and market areas

Keep a press conference during the launch

Places
One can get these cards from the ABC banks branches anywhere in India
Apply online
Direct to whom method : Reach the corporates directly at their office

Conclusion

About 8 in 10 consumers have a short-list of credit cards in mind prior to owning one, some brands
are preferred over others, this preference list is critical when decision-making time comes

Consumers acquire a new credit card with a similar mind set. 2 distinct motivations emerged,
consumers were either enticed by a compelling offer, or they were proactively seeking a new card
with financial management goals

Advertising has the strongest influence on consumers decision, with digital ads more influential
than TV, print & direct mail. Word-of-mouth hardly play a role.

Consumers act fast! While wanting a new card builds over time, shopping and applying happens
in a short burst

Perceived convenience and ease of the application process is the key trigger to driving new
applications

Customized media & messaging strategies based on both of consumers' consideration mindsets

Hence the application process should be simple with clear & direct calls-to-action

Thank You