MARKETING STRATEGY TO INCREASE

THE SALE OF CREDIT CARDS IN INDIA

& GENERATE REVENUE
PRESENTED BY:-
KACHWALA BURHANUDDIN R.N. 76
MANDAR R.N. 77
KADAM NIKHIL R.N. 78
KAMULKAR BHARTI R.N. 79
KHAN DANISH R.N. 80

CONTENTS TO COVER
Bank of Baroda Profile.

A study of BOB Cards & Customers.

Marketing Strategy:-
Internal & External Communication Plan.

Implementation of the Plan.


IN ORDER TO INCREASE THE SALE OF
CREDIT CARDS
Either you need to find people who don't
have credit cards (students) or convince
people who have cards to use yours (either
adding your card to their wallet or causing
them to replace a card with yours).

A credit card is simply a way of allowing
someone to buy something now and pay for
the debt later. To replace an existing card,
your credit card needs to: 1) be accepted at
more merchants, 2) have better terms than
other cards, and optionally 3) have better
benefits (cash-back schemes).

For objections, you need to perform a
SWOT analysis for the competition's cards.
This matrix can be sent/shown to all
prospects showing why your card is better
than the competition.

BANK OF BARODA
ABOUT US
Bobcards Ltd is a credit card company, 100% subsidiary of Bank of Baroda, one among the
pioneers in Indian card market. The company is in the business of Credit cards, forex
operations & Debit cards. Bank of Baroda had introduced its first charged card
named BOBCARD in the year 1984. The whole operation of this plastic card was managed
by Credit card division of Bank of Baroda.

Looking at the needs of credit card and to have more customer centric operations, Bank of
Baroda established a wholly owned subsidiary, Bobcards Limited in the year 1995 to cater to
the need of rapidly growing credit card industry in a focused manner. BOBCARDS Ltd is the
first Non-banking company in India issuing credit cards, an ideal substitute for cash.

BOBCARDS has strong brand equity in its core customer segments with programmers with
Master Card International and VISA International as a part of its portfolio.

The various products, which are marketed by BOBCARDS are namely BOBCARD
Corporate Global, GOLD Visa, GOLD MasterCard, EXCLUSIVE (General, Youth&
Woman), SILVER, PLATINUM. These card products have been launched keeping in view
the different need of different people. The credit limits of these products range from
Rs.20000 to Rs.3 lacs & above.

In acquiring segment also, BOBCARDS contributes a major share of the total acquiring
business in Indian credit card market. BOBCARDS has over 14000 Electronic Data Capture
(EDC) terminals all over India along with about 18000 Merchant Establishments across the
country.



A STUDY OF BOBCARDS & CUSTOMERS
BANK OF BARODA faces tough competition by HDFC BANK
& ICICI Bank.

BOB has 7 types of Credit Card Products such as BOBCARD
PLATINUM, BOBCARD GOLD, BOBCARD EXCLUSIVE,
BOBCARD EXCLUSIVE WOMAN, BOBCARD EXCLUSIVE
YOUTH, BOBCARD SILVER & BOBCARD CORPORATE
GLOBAL in comparison to HDFC Bank which reaches out to
customers about 32 products.

In order to increase the sales of the BOBCARDS and generate revenue,
they have to make some radical changes & implement some new
Marketing Strategies.






MARKETING STRATEGY
IN ORDER TO FACE THE
COMPETITORS
INTERNAL COMMUNICATION

Tele Marketing





Social Media
MARKETING STRATEGY
(INTERNAL COMMUNICATION) CONTD

Introduce New Products




Documentation at the Door Step


Customer Service







MARKETING STRATEGY
(INTERNAL COMMUNICATION) CONTD

Let s be honest






Better Rewards System
(Reward Points)

MARKETING STRATEGY
(EXTERNAL COMMUNICATION)
Media Planning Below The Line (BTL) Marketing









Have Tie-Ups with Corporates,
Departmental Stores,
Electronic & Appliances
Stores..
MARKETING STRATEGY
(EXTERNAL COMMUNICATION) CONTD


Seize Opportunities at Shopping
Malls, Theatres & at Events



Approach MNCs and convince them to
open Employees Salary A/C with the Bank
and offer Credit Cards to the Bankers
thereon.
IMPLEMENTATION OF THE PLAN

GETTING STARTED




MONITORING THE PLAN





EVALUATE THE PLAN





MADE BY:-
KACHWALA BURHANUDDIN
MANDAR
KADAM NIKHIL
KAMULKAR BHARTI
KHAN DANISH