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Amex marketing plan (1)
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Amex marketing plan (1) Presentation Transcript

  • 1. AMEX-Marketing Plan•Purpose and Mission•Marketing Strategy and Implementation•Budget, Performance and Implementation
  • 2. Purpose/Mission Statement• Mission Statement : Blue Box Values“At American Express, we have the mission to be the world’s best respected service brand.”• Purpose:1Enhance the relationship with customers (The concept of “Community Building”)2 Restating the positive brand image to generate more brand awareness and recognition
  • 3. Customer Mental MapSavemoney Great customer Care Service Service “Great Business tools” “Exceptional travel deals” Safe ProductTransaction Negative More Accessibility Just for Business owners, not for everyday use!!!
  • 4. Market Strategy/Implementation1 Greater Market Penetration in order to stimulate consumer spending at small businesses by refreshing their brand perception about AMEX(Ex: Ad-Campaign “Spread the love, Impact the community”, feeling love passed on, trust-worthy and community-based, or event-sponsorship activities)2 Increase the Social Media Presence between merchants and customers(Ex: Open Forum just for merchants and customers through geographically targeting approach)
  • 5. Marketing Budget• Start up Cost• Operational Costs for Event-Sponsorship Activities--Space Rental---Chairs---Souvenirs---Dumpsters--Transaction cost