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Portada Conference 2012 - Country Focus: Colombia (Visa)
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Portada Conference 2012 - Country Focus: Colombia (Visa)


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Portada Latam Summit 2012 - Colombia: Lasting sunshine after the storm? …

Portada Latam Summit 2012 - Colombia: Lasting sunshine after the storm?

Martha Krawczyk discusses Visa's business venture into Colombia - the growth potential of the Colombian market, it's position at the forefront of digital commerce, and Visa's market strategies.

Watch this event on YouTube -

Attend Portada's 2013 Latin Content Marketing Forum in Miami this June 4th, 2013.

Learn more at:

Published in: Business, Economy & Finance
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  • Transcends Language, Cultures and Geography under a Common Payment MarkSymbolizes Convenience, Flexibility and Security
  • Colombia’s economy is growing at significant rates, supported by a stable political and social environment. This steady growth has created a great opportunity for Visa to accelerate the adoption of electronic payments and grow its business in the country. Through this new office, Visa will be managing its brand locally and its relationship with local banks and key merchants.
  • Strong domestic demandGrowth potential is based on diversified exportsone of the more stable faster growing economies in the region
  • Tal y comovimos en la historia, nuestrosconsumidoresporhabitousan la tarjetaprimordialmenteparasacarefectivo del cajero antes de ir a comprarEn Colombia, de 7 Millonesde tarjetasdébitoaproximadamentesólo el 9% estanactivas en el punto de venta. O sea, de 7 Millonesalrededor de 700 Mil nada mas son usadas en el Punto de Venta. Hay unagranoportunidad de negociopara Visa y nuestrosbancos en promover la Activacion y el Uso del producto. ¿Pero el que la usa, donde la usa? Buenopodemosverque la mayoria de la facturacion o volumenproviene de compras en el elSupermercado, Restautantes/ComidasRapidas y Gasolina. Estas 3 categorias de comerciorepresentancerca del 40% de la facturacion y aquipodemosverque el metodo de pagopreferidotodaviasiguesiendo el efectivo con un 66% de usofrente a solo un 15% de uso de tarjetas. La oportunidad en estas 3 categorias de comerciodonde inclusive tenemosniveles de aceptacionsaludablesesgigantesca. Es poresoquevamos a concentraresfuerzos en esas 3 categorias, Supermercados, Restaurantes/Comida Rapida, y Gasolineras, promoviendo la conveniencia del productovs el efectivo a traves de esos 3 rubros. Pasar Slide
  • Y aquitenemos al famoso Jorge! Es estepersonajeaquiquecadavezqueva a comprar, le da porir a buscarefectivo y esperar en la filacajero. Estapunto de perdersemuchascosasporestar en la fila, el partido de futbol o unapromocionespectacular en el Supermercado. Jorge causa un caoscadavezqueesta en la fila, todo se detiene, peroluegocuandopagadirecto con sutarjetadebito Visa todovuelve a fluir y a la normalidad. Veamos la campaña: Pasar slide
  • Transcript

    • 1. Colombia Marketing OverviewMartha KrawczykVisa Marketing
    • 2. AgendaAbout VisaPerspective on ColombiaVisa Colombia, S.A.Marketing StrategiesNew Visa Debit Campaign in Colombia
    • 3. About Visa Business Pillars  Vision The World’s Best Way Products & Services to Pay and be Paid Brand Acceptance  Mission Clients Accelerate the Processing Electronification of Commerce
    • 4. Visa Facts*As of June 30, 2011 Visa Inc. Corporate Overview.” Visa. Data as of June 30, 2011 (unless otherwise noted)4
    • 5. Visa Facts World s Most Admired Companies Visa ranked #1 Fortune s Most Admired Companies “Consumer Credit Cards and Related Services”March 2012 category. Most Trusted Brand in MobileAugust 2011 Payments Visa voted #1 Most Trusted Brand in Mobile Payments in a study conducted by Ogilvy & Mather. Best Global Brands Visa rises to 75th on the Best Global Brands list with a brand value of $4.5 billion – 12%October 2011 greater than last year. Fortune 500 Visa ranked #297 out of America s 500 largest corporations and #2 within the financial services category. May 2011
    • 6. About ColombiaPositive economic outlook, increased international trading anddiversification of the economy• Showing steady improvement. World Bank Ranking: 42nd out of 183 economies (ease of doing business)• Foreign direct investment could reach $14.5B in 2012 (9.8% growth from last year)• United Nations report ranked Colombia 4th in Latin America for direct investment• Free Trade Agreements with the US and other trade deals in the works with the European Union and KoreaColombia a new Touristic Destination• Improvements on Security• Luxury Travel Market grows• Boost of Business Tourism Source: OMD Analysis - Euromonitor
    • 7. A New Visa ColombiaStrategic Market for Visa Inc.• 4th Largest Economy in the Region• Inflation under control• Current Political and Social stability• Accelerate the adoption of Electronic Payments• Expansion of Financial Institutions outside Colombia• Growth of Visa Electronic Portfolio (Credit, Debit and Commercial)• Part of Visa International market growth strategy• Opportunity to expand our Acceptance Network• Increase presence of the Visa Brand locally• Continue strengthening our Leadership Position
    • 8. Marketing Strategies Cross Product Premium Debit Cross Border Increase UsageMake Visa Platinum Increase awareness Commercial Increase Usage Drive Issuance and Infinite the of Visa Debit’s Outbound andpreferred payment superior convenience and Usage Inbound method vs. cash
    • 9. Debit Business ContextBusiness Objective Payment Volume Marketing Strategy % 100 100 Target everyday purchases in 5% Other Supermarkets, Gas Stations and 13% Check Other 37% Restaurants/Fast Food 15% Card Issuing Acceptance • Increase awareness of Visa Debit’s Services 15% superior convenience vs. cash Travel 4% Other Retail 10% Fuel 6% 66% Cash 6% Ent./Food Activation Usage Grocery 22% MCC Competitor
    • 10. “Jorge”If you go to the ATM to withdraw cashand wait in line, like “Jorge”, you couldmiss a lot of things.Pay directly with Visa Debit and keepon moving
    • 11. Top Trends for ColombiaRetail Business Expansion• Modern and Sophisticated• Expansion to other cities• International playersA Digital Colombia• Life is Digital• Smart phones penetration• Social NetworksConscious Consumers• More access• Better optionsEcommerce Development
    • 12. Thank you!