This document discusses Alpen Bank's plan to launch a credit card in Romania. It analyzes the Romanian market and potential customer segments. The middle class, affluent, and most affluent segments are identified as targets. The affluent and most affluent segments are projected to generate the most revenue. Short and long term action plans include marketing, advertising, and growing the customer base over five years. A SWOT analysis and break even calculations are provided to evaluate the strategy. The goal is to attract affluent professionals and increase lifetime customer value.
Case Analysis |Altius Golf and the Fighter Brand|Anahit Babayan
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Questions covered.
1. If Altius implements the Elevate strategy what are the risks to the brand and how can they be managed?
2. What sales result would you expect for each item in the line if Elevate is introduced?
Question :
1) Whyย has Altiusย Golfย lost market share?What will happen ifย altiusย maintains the statusย quo?
2) What should Altiusย objectives be? Whatย trade-offsย must it manage?
3) Should Altius implement the Elevate strategy?
# if so, what are the risk to the brand and how can they may be managed?
# if no, what are the alternatives
( Note : if anyone want more info about this topic, leave text for me )
Case Analysis |Altius Golf and the Fighter Brand|Anahit Babayan
ย
Questions covered.
1. If Altius implements the Elevate strategy what are the risks to the brand and how can they be managed?
2. What sales result would you expect for each item in the line if Elevate is introduced?
Question :
1) Whyย has Altiusย Golfย lost market share?What will happen ifย altiusย maintains the statusย quo?
2) What should Altiusย objectives be? Whatย trade-offsย must it manage?
3) Should Altius implement the Elevate strategy?
# if so, what are the risk to the brand and how can they may be managed?
# if no, what are the alternatives
( Note : if anyone want more info about this topic, leave text for me )
A marketing Case Study of Natureview Farm, an organic yogurt manufacturer. This analysis was performed by E. Santhosh Kumar, IIT Madras, during an internship with Prof. Sameer Mathur, IIM Lucknow.
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A marketing Case Study of Natureview Farm, an organic yogurt manufacturer. This analysis was performed by E. Santhosh Kumar, IIT Madras, during an internship with Prof. Sameer Mathur, IIM Lucknow.
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65% Market share- Privacy, rental movies, etc.
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Optimum Segmentation
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4. Customer Analysis
46,1% can afford Credit cards
Middle class with โฌ3,000-4500 year
income and 18,2%
Affluent with โฌ4500-6000 year
income and 15%
Most Affluent with โฌ6000-More year
income and 12,9%
5. Customer Analysis
Middle class makes โฌ60.03
revenue year and 39.5%
Affluent makes โฌ123.38 revenue year
and 32.4%
Most Affluent makes โฌ209.78 revenue
year income and 28%
6. Action Plan
Goals:
โข Launch a credit card
โข Reach the affluent and most affluent
โข Launch marketing and adverting that appeals
to our audience Action Steps:
Short term and Long-term
7. Short term
Marketing Plan
Direct Sales and
Branch-Cross Sell
TV, Magazine and
Media Adverts
Launch of promotional events by the Alpen Bankโs public relations department.
Evening events could be held at elegant local venues for charitable fundraising purposes.
8. Long Term
โขContinuing growth in the Romanian market, with special focus on the
credit card market.
โขAttracting customers to Alpen Bank by focusing on its premium image
and superior services.
โขExpansion in the credit card market, to have established a customer
base of 200,000 customers five years following initial launch.
โขAs the Romanian economy is growing, the percentage of population with
a disposable income is increasing. Alpen Bank will focus on attracting
new members of the affluent segment of the population.
โขIncrease the lifetime value of each customer, by further expansion of the
financial services offered.
โขIncrease credit card utilization by informing clientele of benefits associated with credit card
purchases, along with temporary potential incentives offered in order to change consumer
habits.
9. Position to the Market
Affluent Customer is 10% Of
population and 24% wealth
Less Price Sensitive
Career Oriented,
Professionals
Using Credit Card frequently
10. Analyzing the financial data provided to us in the case.
Target
Segment
Annual
Income
% of Potential
Card holders
Potential Card
Holders
Annual
Revenue
Total Revenue
Middle Class 3000-4000 18,2 3โ385โ200 60,63 2โ052โ444โ676
Affluent 4500-6000 15 2โ790โ000 123,38 3โ444โ230โ200
Most Affluent 6000+ 12,9 2โ399โ400 209,75 503โ274โ150
8โ574โ600 1โ052โ749โ026
Revenue Per Card Holder = 1โ052โ749โ026/8โ574โ600 = 122,78
(All Three Classes)
Revenue Per Card Holder = 847โ504โ350/5โ189โ400= 163,36
(Affluent + Most Affluent)
Total Population Qualify for credit Card = 18.6million
11. Customer Acquisition for All Customers
Unit
Cost
Prospect
Reached
Response
Rate
Qualificat
ion Rate
Conversion
Rate
N of
Customers
Total Cost Cost Per
Customer
Direct Mail 0,50 2โ500โ000 3% 60% 85% 38โ250 1โ250โ000 32,68
Take One 0,10 2โ000โ000 2,5% 30% 85% 12โ750 200โ000 15,69
FSIs 0,05 3โ500โ000 1,5% 30% 85% 13โ388 175โ000 13,07
Direct
3000/re
60โ000 25% 60% 85% 7โ650 3โ000 3,92
Sales
p
Branch
Cross-sell
1 50โ000 50% 90% 85% 19โ125 50โ000 2,61
91โ163 1โ710โ000
=18.75
*No.of Customer= 2500000 * 0.03 *0.60* 0.85
Cost Per Customer=Total Cost/N of Customers
1710000/91163
58โ969 1โ080โ000
In case of Affluent Class the Number of Customer will be reduced by
50% for Direct Mail, Take One and FSIs so the cost per customer for Affluent class will be = 18.31
12. Break Even (Middle and Affluent)
So now we can calculate
the breakeven. X in the
following formulae is
assumed to be additional
customers.
122.78 ( X+ 50,000) โ ( 5,750,000+2,000,000) โ ( 50,000*17.5 + 36.25*X) =0 X= 28,758
Break Even = 50,000+ 28,758= 78,758
to identify the no. customer at which we get 5million profit we develop the following formula
122.78( X+100,000)- ( 650,000+2,000,000) โ ( 100,000*15 + 33.75*Y) = 5,000,000
No. Of Customer =130,574
13. Break Even (Affluent)
We apply the same process to the affluent class.
Break Even:
163.31( X+ 50,000) โ ( 5,750,000 + 2,000,000) โ ( 50000* 17.5 + 35.81* X) = 0 X= 3,604
Break Even = 53,604
Revenue Analysis:
163.31 ( X+50,000) โ ( 6,500,000 + 2,000,000) โ ( 15*100,000 + 35.81* X)= 5,000,000 X=42,820
No. of Customer = 92,820