AMEX-Marketing Plan•Purpose and Mission•Marketing Strategy and Implementation•Budget, Performance and Implementation
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
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!!!
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)
Marketing Budget• Start up Cost• Operational Costs for Event-Sponsorship Activities--Space Rental---Chairs---Souvenirs---Dumpsters--Transaction cost