Ahead of the relaunch Charles de Gruchy developed a research plan working with MasterCard and GE (now Synchrony Financial). The results were a key driver of the business plan and a solid delivery on the part of GE and MasterCard

1. 1
RELAUNCH PLAN SUMMARY
PHASE I: Research PHASE II: Planning PHASE III: Testing
TIMING Study Execution: Jan 14 – Feb 28 Plan Development: Mar1 – Apr15 Test Execution : Apr15 – Jun 15
OBJECTIVE
1.CIC – Prioritize /Decide on Benefits
2.Qualitative Study – CustomerNeeds/Wants
3.Quantitative Analysis – Business Benefit
1. Define current value proposition/
define future value proposition
(fromcard to loyalty)
2. Identify gaps/opportunities for
action
1.Build out test scenarios
2.Test into change
METHOD
• Internal Stakeholderinterviews (expectations)
• Research audit and Research /Focus Groups
• Point of view creation and Analysis
• Status toll-gate
• Proposed plan forapproval
• Tactical plan (testing, tasks,
objectives, results)
• Across units of business
OUTCOME
1. Overview of business current state
2. Outline of customerneeds/wants
3. Projection of business benefits foreach
1. Brand vs. card brand
2. Pros/cons analysis
3. Test and launch plan
1. Validation of what works
2. Long-termvalue prop
3. Rollout execution plan
RESOURCES
• MasterCard Advisors
• GE Research Team(Judy L.)
• Brooks Brothers
• Brooks Brothers
• SeniorLeadership Team
• Brooks Brothers
• GE Marketing
COST $30,000 (10 BPS MasterCard Fund) TBD TBD