The case study highlights the Challenges Goals Strategies Reasons for Success of Providian Financial (Credit Selling Finance Company)

1. PRAJAKTA TALATHI – GSEP13CMM031

2. KEY CHALLENGES
Key
Challenges
Competitive
landscape –
everyone
focused on
selling credit
Time
constraint to
build a mega
brand
Limited
branch
networks
GOALSTRATEGY
Garner as much “share of
wallet” as possible
Consolidate loans and
credit cards into single
accounts
Higher Risk
Customers
Transform
Credit Worthy
Customers
Target customers willing to
carry larger balances at
higher rates
Shun customers using card for
convenience and pay off entire
balances at month end
Customers
Cater to emotional needs
of status conscious
customers

3. TAKING STEPS TOWARDS SUCCESS
DIRECT MARKETING
 Analysed the ceaseless stream of data and consumer behaviour –
“Nothing in the data world goes waste”
 Rapid Evolution – Monitored sales calls, tracked scripts, made
different offers to test data and scrutinised it to determine price
points, credit lines and packaging
 Customer Interaction – personal connection with customer base
 Higher Risk Customers – monitored, contacted and sought ways
to limit risk
 Assessed market and then delivered product based on what
customers actually wanted

4. TAKING STEPS TOWARDS SUCCESS
INTERNAL BRANDING
 Delayering Organization – minimal hierarchy and widespread
collaboration
 Mandate – target set on daily, weekly and monthly basis to
achieve long term goals
 Feedback Loop – analysed past mistakes and worked on it
 Understood cost structure and leveraged on it

5. REASONS FOR SUCCESS
Focused on niche,
core market
Analysed data to
measure and
assess risks
Adhered to radical
roots and
maintained a
corporate culture
Avoided
demographic
details and focus
groups
Avoided expensive
share-building
process and mass
media campaigns

6. THANK YOU