RECOMMENDATION ON BANK X CREDIT CARD PROMOTION STRATEGY IN BANDUNG
Credit card business competition in banking industry is becoming more competitive showed by larger amount of credit card issuer. Various consumer oriented strategies are offered by every single player in credit card industries. Promotion strategy such as discount, voucher and else are offered as cre...
Saved in:
| Main Author: | |
|---|---|
| Format: | Theses |
| Language: | Indonesia |
| Online Access: | https://digilib.itb.ac.id/gdl/view/16943 |
| Tags: |
Add Tag
No Tags, Be the first to tag this record!
|
| Institution: | Institut Teknologi Bandung |
| Language: | Indonesia |
| Summary: | Credit card business competition in banking industry is becoming more competitive showed by larger amount of credit card issuer. Various consumer oriented strategies are offered by every single player in credit card industries. Promotion strategy such as discount, voucher and else are offered as credit card promotion. The credit card growth is increasing every year followed by the increasing of advertising budget. Competition in credit card is becoming very competitive. Promotion strategy became similar among credit card issuer. Bank X is one of the biggest player in credit card industry are expected to find promotion strategy which could be implemented in order to survive in this competition. <br />
<br />
<br />
The problem is solved by using external and internal analysis and also examining current promotion strategy of bank X. Interviews with bank X and its consumer were held in order to find the problem. Problem of this research is the less optimum of bank X credit card growth. This research is also supported by questioners toward user and non user of credit card bank X. The analysis of credit card user is using gap analysis while importance level is used to analyze non user. Based on teh result, the customer’s expectation and promotion strategy flaws is known. <br />
<br />
<br />
After doing some analysis, a new strategy is developed. The promotion strategy is made based on promotional mix that consists of advertising, sales promotion; direct marketing, personal selling, interactive or internet marketing, and publicity and public relations. At the end of this report is focused on the implementation of promotion strategy to achieve bank X’s objective which is increasing the amountof its credit card growth and survive on this business. |
|---|