MasterCard case study competition

F E E L T H E LIFE

Kosta GrgurevićKosta Grgurević

Content of presentation

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Just to recap..............................…

Summary

List of actions need to be taken...

Plans

Features.........................................

Product

MasterCard Worldwide................Background

Let’s start…

MasterCard Worldwide• MasterCard Worldwide brings insight into the payments process to make

commerce faster, more secure, and more valuable to everyone involved

• MasterCard provides services in more than 210 countries

• In Serbia since 15 January 2000th.

• Recognizable brand at Serbian market.

• Extended its offer with the new card and new slogan

•MAGIC MasterCard – FEEL THE LIFE• Intended for students up to 27 years.

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Understanding needs of Serbian students

Research “Students attitudes and opinions”.

1200 students surveyed

How do you spend your free time?

Sports and Recreation 27%

Clubbing 20.5%

Internet 18%

Reading books 17.5%

Coffee shops 17%

What cultural events do you prefere?

Cinema 41%

Concerts 28%

Theater 26%

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MAGIC MasterCard – FEEL THE LIFE

Based on this research MMC has the following characteristics: Intro Rate 0% on purchases up to 3

months

No annual fee

Annual Percentage Rate – 13.24%

20-day grace period.

Spending limit

Cash withdrawals at ATMs at no charge

International payment card

Paying in installments

Call center – 24/7 support

Payment via Internet

Card control via Internet and mobile phones.

Security

University, Colleges and Magic MasterCard

Discounts

Where can I use it?

Design - MC2 Card

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MAGIC Portal – FEEL THE LIFE

• Interactive web site.

• Student can manage his budget and have fun.

• Collecting points for the utilization of Magic card.

• Use the Magic card for everything you usually do, only now you can be rewarded.

• For every 100 dinars spent, get 5 points

• Collect points and use them for concert tickets, MP3 Player, CDs and etc....

• 250 to 2000 points for a good GPA at the end of each semester.

• 25 additional points every month for regular payment.

• Student can only earn 8,000 points in a calendar year.

• But 8,000 points can get them a ticket for CL FINAL.

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Strengths

MasterCard reputation

Sophisticated brand

Attractive design

Constant development of technology

Weaknesses 

Intended for a small number of people 

New product 

Not recognized in the market 

High initial costs of promotion

Opportunities

Most students do not use the payment cards 

Call centre (information and customer care)

Cultural events

Students events

Threats 

Confidence in payment cards 

Unstable economic situation

Promotion

Promotion at Universities 

Magic portal 

Cooperation with student organizations 

SMS and E-mails 

Promotion on the students websites 

Facebook, Youtube, Video 

Print media 

Magic MasterCard and EasyTravel and Euro26 cards 

Magic Promo parties.

Scholarships and studnet loan. 

Lectures 

Internships 

Companies visit

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Magic Caravan - FELL THE LIFE

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ACTION PLAN – Gantt chart

2009 2010

Novemb Decem Jan Feb Mar Apr Maj Jun

Magic portal

Call centar

Promotion at Facu

Newspapers and Maga.

Video

Promo parties

Magic karavan

Lectures

Internship

Gifts

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MARKETING ACTIVITIES AND BUDGET

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ID ACTIVITY EUR

1 Magic portal 1 500,00

2 Call centar 5 000,00

3 Video 8 000,00

4 Promo parties 13 500,00

5 Gifts 8 000,00

6 Magic caravan 19 000,00

7 Promo material 5 500,00

8 Media 7 000,00.

9 TOTAL 67 500

Summary

• Serbia represents a market with great potential.

• The aim of the project feel the life is that students become permanent MasterCard customers.

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Thank you for your attention!

Questions and answers!

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