This document summarizes a marketing presentation about Visa credit cards in Pakistan. It discusses Visa's history and global presence. It then covers Visa's marketing mix of products, pricing, promotion, and placement strategies in Pakistan. It analyzes market segmentation, targeting, positioning and Visa's microenvironment. It describes Visa's various credit card products and brand sponsorships. Finally, it discusses pricing strategies, Visa's lifecycle in Pakistan, recommendations and concludes that Visa cards provide convenience while noting consumers should understand costs and benefits.

1. Marketing
Presentation by Rabbia Tariq
Principals of Marketing
Banking & Finance
Foundation University Rawalpindi
Camp

2. Introduction
Visa roots started in 1958.
The first consumer credit card program
available in US.
Visa are global payment technology.
Visa is every where you want to be.
It connects consumer , business, banks &
Governments every where in the world .
Visa card is used as digital money INSTEAD of
cash & checks.

3. Marketing Mix
 Product: Credit Card with chip and pay Wave.
 Pricing: Cards shall be accessible then from the related bank
branches and alternative channels.
 Promotion: Main bank programmed ( Final customer eliminates the
card fee of the main bank, the most preferred main bank gets the
%6 per cent of the total service fee).
 Placing: Cards shall be accessible then from the related bank
branches and alternative channels.

4. SEGMENTATION, TARGETING &
POSITION
Market Segmentation: Alternative banking
and credit solutions using.
Target Group: Credit card users has more
than one All which credit cards and looking
for payment solutions, and as a result, high
consumption levels.
Positioning: The vast payment networks Visa
& master card are Competitors . visa goal is to
locate to maximize consumer of the potential
benefit to the firm

6. Micro environment
Individual marketing

7. Product, services & Brand of Visa
card
visa card provide these product to satisfy the
consumer need & want.

8. Level of products
Core customer value: visa card is easy to carry INSTEAD
of cash
Actual product: Visa logo the familiar blue, white, and
gold stripes.
Brand: the name Visa. In 1958 residents of Fresno,
California has received Bank Americard emblazoned with
a variation on a flag theme. Packages: Visa card Provide
special deals in discount of traveling.
Augmented product: visa services from dirty Effective
verification of new security system That tells online
retailers and banks That you are a genuine cardholder
When you shop online. It Allows you to use a personal
password to confirm your identity and protect your visa
card.

9. Consumer Product
Types of consumer product
convenience product
Rewards Visa Debit Card: offers convenience
and security and Allows you to earn rewards
as you Spend

10. shopping product
Visa Classic, Visa Gold are shopping
product price it focus on quality &
branding

11. Specialty product
Visa Platinum : gives attractive lifestyle
Visa Infinite : Enter a world of luxury and you
can Enjoy great spending power with a high
credit limit.

12. Product Mix
Width
Largely similar evolution of product mix

13. Brand Sponsorship
CO BRAND
7 of top Pakistan co brand
are majority with VISA
mother care, Gloria jeans,
Domino’s,DEBNAHAMS,CR
OCS, NINEWEST,
TIMBERLAND, HANG
CHANG(chinese restaurant)

14. New payment Participant
Active engagements with strategic partner
Vodafone
Visa will run a Vodafone-branded pre-paid card,
so users can load credit onto their phones to be
used anywhere Visa PayWave is accepted.
Samsung
Samsung and Visa have a new agreement that
will let you make credit card payments using Near
Field Communication (NFC) chips in next-
generation Samsung device.

15. Price adjustment strategies
Psychological pricing
Visa card developed pricing based on consumer mind
set Gold is more expensive then silver this strategies
shown on table

16. Segmented pricing
HBL ATM Cash Withdrawal provide facility of Rs.
25,000 per day for Silver Card
Rs. 50,000 per day for Gold Card
Discount & allowances pricing
 Visa gold /platinum card holder can enjoy 10% discount
when spend some quality time with friend and loves once
over coffee and desert at Gloria jeans coffee, Pakistan offer
valid till 30 June 2014
Promotional pricing
 IN Olympics games visa card provide special discount to its
customer
 On 11 may is a mother day As a Visa Gold or Platinum card
holder enjoy 10 per cent off on all regular priced items and
indulge in the complete “Mother care” experience.

17. Visa Lifecycle
• Visa card is in Growth stage of the
company life cycle in Pakistan.
• The reason behind this is
progressing and achieving its aims
and targets.
• Because of that it is in growth
stage. the overall banking industry
in Pakistan is at maturity stage.
• Due to the recent economic crisis
and the current economic
conditions of Pakistan.

18. Recommendation
• In Pakistan It is observed that the employees have lack of
knowledge about visa card.
• visa card should properly advertise and Communicate to
public about the services provided by it, so that more
customers will be attracted.
• Company should give bankers a proper training of visa card.
so that they understand the proper procedure.
• Majority of people does not know about role of visa
company. they should make a special advertisement for
people awareness
• Visa received bad reviews of Logo. They need to refreshes
the logo

19. Conclusion
Visa cards are useful because they provide you
with convenience and interest-free financing. You
do not need to carry too much cash when
shopping as most stores accept credit card
payments along with discounts. When choosing a
visa card, you should know about its benefits
against its costs. In Pakistan only the gold & silver
card are used or issued by banks. Consumer are
happy to know the discount & offers they
provides. Visa card made life easy for consumers.

20. Thank You