The 10 step marketing plan bpi blue mastercard

The 10 Step Marketing Plan
Mary Antonette B. Viray
Ateneo Graduate School of Business
2012 Edition
WWW.MABVIRAY.LINKEDIN.COM.PH

2
10 STEP
Marketing Plan for BPI BLUE
MASTERCARD
Mary Antonette B. Viray
July 2012

This 10 Step Marketing Plan is part of the mandatory
requirements of Prof. Remigio Joseph De Ungria’s
AGSB marketing management class.
The data included in this report are based on publicly
available data such as those on internet websites,
news, package declarations, public reports.
When appropriate, data are “masked” so as not to
create unexpected conflicts.
The reports are posted and linked on slideshare, blogs
and facebook so that there is easier sharing among
students from different marketing classes.
Disclaimer

1. Blue MC PTM are Young Professionals and Professionals
2. Who want a hassle free way to shop and spend across
islands and continents
3. BDO Shopmore Mastercards and Metrobank Credit Card
Classic
4. All other credits cards gives wave the annual
membership fee and earns points when you use the
cards
5. BPI Blue Master Card 14,000 approved CREDIT CARD
FROM JAN 2012 TO MAY
Steps 1 to 5
Summary headline of your
PTM and market

6. BPI blue Mastercard is the Sensible
Card
7. Annual fee is 1,550 1st supplementary
is free for life while BDO is is 75 per
month and 50 for supplementary
8. Uses internet, caravan, call outs
9. Nationwide
Steps 6 to 10
Summary headline of the
marketing mix & strategy

1. BPI’S primary target market
(PTM)*
 At least 21 years old with a minimum
fixed monthly income of php15,000
 Working, professionals, self-employed
 Purchases different needs and wants

2. My PTM’s NWD
Needs from Maslow’s hierarchy
Wants determine choice
Demands for them to buy the product

Describe your PTM needs
8
Self-Actualization
Needs
(Self-Development
& Realization)
Esteem Needs
(Recognition,
Status)
Social Needs (sense of
belonging, love)
Safety Needs (security, protection)
Physiological needs (food, water, shelter)
Reference: Maslow’s Hierarcy of Needs Marketing Management, 11th ed, Philip Kotler
Security in bringing
huge amount of cash
Being credible
I want to be in

2. PTM’s needs, wants &
demands
Professional and Young Professionals need to be in to
belong, be recognized that they are crEdible to
boost self esteem and be secure in brining huge
amount of money in
Professionals and young professionals prefer BPI Blue
Mastercard because of its lowest interest rates
and no hidden charges.
Professionals demand lower interest, convenience,
security

3a. Direct and indirect
products that address my
PTM’s NWD
 Direct: BDO, MetroBAnk, Eastwest,
Unionbank
 Indirect: Cashloans, Cooperative loans,
Prepaid Cards
 Promise of Lowest interest with no
hidden charges, convenience of use

3b. 2 Positioning Maps

a 2x2 competitive position
map for credit card
Annual
fee/
Income
Matrix
15K-25K 26-35K 36-45K 45-55K
High
price
Low
Price BDO
BPI
Annual fee vs. income class
as of June2012
BPIBPI BPI
BDO
BDO BDO
MBTC MBTC MBTC MBTC

a benefit positioning vs. brand
map for credit cards
Benefit Positioning vs. Brand Matrix
as of 2011
Benefit Positioning vs Brand Matrix
Benefit BPI BLUE MC METROBANK CLASSIC
BDO MC
SHOPMORE
1First yr Annual Fee waived
2first supplementary free for life
3Low Finance Charge
4Free travel insurance
5low annual fee
6Low Finance Charge
7low balance transfer rate
8low int on pretermination
of installment prior to the first billing
9with e-card credit (internet)
10earns rewards points
11pay tuition in accredited schools
3X the credit limit

a benefit positioning vs. brand
map for credit cards
Benefit Positioning vs. Brand Matrix
as of 2012
Benefit Positioning vs Brand Matrix
Benefit BPI BLUE MC METROBANK CLASSIC
BDO MC
SHOPMORE
1First yr Annual Fee waived
2first supplementary free for life
3Low Finance Charge
4Free travel insurance
5low annual fee
6Low Finance Charge
7low balance transfer rate
8low int on pretermination
of installment prior to the first billing
9with e-card credit (internet)
10earns rewards points
11pay tuition in accredited schools
3X the credit limit
Credit Card first annual fee is waive to all credit card
companies and earns rewards or points too.

4. Identify the gap between
customers and competition
BPI IS THE ONLY ONE THAT OFFERS ECREDIT
CARD FOR FREE THAT IS USE FOR ONLY
SHOPPING
IT GIVES THE LOWEST FINANCE CHARGE
COMPARE TO THE TWO OTHER CARDS
IT CAN BE USE FOR INSTALLMENT MADNESS BY
USING 3 TIMES OF YOUR CREDIT LIMIT
IT CAN ALSO BE USE IN INSTALLMENT IN
ACCREDITED SCHOOLS

5a. Estimate the market size
using competitor data
BDO HAS MORE BRANCHES
COMPARE TO BPI.

5b. Estimate the market size
using company data
There are 14,871 approved credit cards
from January 2012 to May 2012.
From these data an estimate of 12000 are
blue mastercard cardholder.
Mostly clients choose this card

5c. Estimate the market size
using customer data
1. There are 37.8 million employed
according to census. AND 55.1% ARE
WORKING FULL TIME AND 29.4% OF
WORKING FULL TIME ARE
ESTIMATED TO QUALIFY IN HAVING
CREDIT CARD 6,123,373 PEOPLE

5. Decide on market size in
pesos, not in number of
people
• There were roughly 6.7 million credit cards
issued in the Philippines, and several
sources suggest those cards are held by
roughly 3.6-4.0 million individuals
• 10% of 4M or represent the top top 10% of
the income bracket
1. http://technogra.ph/2011/05/17/credit-
card-usage-in-the-philippines-an-overview/

6a BPI Card and its
competitors

6b. What makes BPI mastercard diff
as a credit card
• It has FREE travel insurance package of up to 2 million
• It comes with a BPI ecredit: the Internet Shopping Card
• BPI gives you the country’s first and only EMV compliant (Europay-
Mastercard-Visa) Smart Chip Card. EMV technology helps mitigate
information fraud for a more secure transaction environment
particularly when you use it in 42 EMV compliant countries in Europe,
Middle East, and Asia Pacifice
• Free for life 1st supplementary card
• New purchases are not subject to finance charge even if you only pay
the outstanding balance of the previous month.

7. Price or Percentage of
Charges
BPI BLUE MC METROBANK CLASSIC BDO MC SHOPMORE
annual fee p1,550. 1,400 75/mo
first supplementary free for life 80050/mo
2nd supplementary 775 80050/mo
finance charge 3.40% 3.50% 3.50%
cash advance fee 4% amt withdrawn 3%5% amt withdrawn
late charge 6% 7.50% 5%
pre-term of installment 2% + 550 3% +550 5%
before first billing
pre-term of installment 550 550 5%
after first billing

8a. Which of these modes
does your product use?

8a. Which of these modes
does your product use?
13
2
5
1
4

8a. Advertising and Sales
Promotions

8a. Personal Selling
Tellers and the Customer Service
Associates are mandated to cross-
sell a product just like the BPI
Credit Card

BPI also do call outs for the pre-qualified
BPI Credit Cardholders
Interactive Marketing

8b. Metrobank website

8b. BDO SHOPMORE WITH
SM (WEBSITE)

9. BPI BLUEMASTERCARD IS
AVAILABLE NATIONWIDE
 Where is your product available?
 Customers can apply through online
 Any BPI or BPI Family Bank Branches
nationwide

10. What is the generic
winning strategy?
Which of the 4 strategies are being used?
 Low Cost Producer
 Supply and Distribution Leverage
 Differentiation
 Niche

10. What is the generic
winning strategy?
BPI BLUE MASTERCARD main strategy is
differentiation from other credit cards.
It’s interest rates are competitive to other cards
and the security feature of EMV technology.
They also provide an ecredit card for online
purchase to use a different card online and
assigning a lower credit limit

 www.bpiexpressonline.com
 www.metrobank.com.ph
 www.bdo.com.ph
 http://www.census.gov.ph/data/pressre
lease/2012/lf1202tx.html
References
33WWW.MABVIRAY.LINKEDIN.COM.PH

34
SUMMARY

1. Identify your target (PTM)
2. What do they need, want, demand
(NWD)
3. What are they choices (competitors)
4. Where is the opportunity (gap)
5. How big is the market (3Cs)
Steps 1 to 5
Summary headline of your
PTM and market

6. Product
7. Price
8. Promo
9. Place
10. Generic Winning Strategy of Mix
Steps 6 to 10
Summary headline of the
marketing mix & strategy

The 10 step marketing plan bpi blue mastercard

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