This document summarizes research on Discover Card's target markets, brand positioning, competitors, and recommendations for a new marketing campaign. It identifies Discover's primary target as loyal customers aged 45-60 and a secondary target as college students and small business owners. Research found Discover's brand to be seen as outdated and rewards-focused but not widely accepted. The document recommends targeting 21-35 year olds starting new life chapters and positioning Discover as helping customers turn possibilities into realities through rewards. It proposes an augmented reality scavenger hunt campaign and increased social media engagement.

1. DISCOVER
Elaine Chan- Nespresso
Philip Cheung- Popeyes
Alexander Hu- Yamaha
Jiahua (Susan) Wu- Maybelline
Helen Xue- Deviant Art
Shelley Zheng- Urban Decay
Yaling Zheng- China Glaze

2. PIONEERING
BOUNDLESS
POTENTIAL

3. Current Key Market
45-60, loyal customers
Secondary Market
College students
Small business owners

4. Positioning Statement
To target the average person with no, little,
or bad credit looking for a smarter way to
spend, only Discover Card can give you a
valuable and rewarding experience.

5. Brand Associations

6. Perceived Quality
Low
Not Great
Inferior
Substandard
Lame
Cannot be used in many places

7. Segmentation
e

8. Price
Discover charges 0% APR for the first 15 months
No Annual Fees
Competitors are starting to offer similar rates

9. Purchase Behavior
Purchase each card only once
Sign up online or through direct mail invitation

10. Life Stage
Starting adult life after college
Wants to continue building credit
Paying off student loans
Buying durable lasting goods
Starting families
Exciting time in life

11. Psychographic
Enjoys savings, thrifty
Smart consumers
Lots of things they want to do
Work oriented, hard working
Value family

12. Demographic
21-35 year olds
Students, continuing studies, recent grads
New to the workforce
New Families

13. Discover Card Identity
e

14. Current Brand Image
Old-school & Outdated
Not very positive vs competitors
Great rewards at the price of usability

15. As an Organization
One of the largest card issuers in the U.S. but
seen as small guy
Nice Guy
Family Friendly

16. As a Product
Great Rewards
No Rewards
No Fees
Not usable everywhere

17. As a Person
Honest
Reliable
Caring
Hardworking

18. As a Symbol

19. Extended Identities
1. Ranked #1 In Customer Loyalty
2. America’s #1 Cash Rewards Program
3. Accepted at millions of new places
4. Peggy
5. Pays to Discover

20. Personality
e

21. Benefit: Functional
Easy to use
Make purchases easier
Get rewarded for spending
Build your credit history

22. Benefit: Emotional
Relief
Happy
Friendship
“We’re here for you”

23. The Discover Personality
Sincere Reliable
Honest Competent
Wholesome Easy-going
Genuine
“We’re your pal/bro/friend”

24. Relationship Model
Relationship Qualities:
Personal Commitment
Self-Concept Connection

25. Competition
MasterCard
I provide you the means for priceless
moments
Visa
I am there for you everyday.
American Express
I am elite

26. Our Campaign
e

27. New Positioning Statement
To target 21-35 year olds starting a new
chapter in their life and looking for a smart
way to finance their expenditures. Only
Discover Card can give you the rewards you
deserve and the chance to turn possibilities
into reality.

28. Possibilities into Realities
Commercial

29. New Heights Commercial

37. Untraditional & Digital
e

38. Scavenger Hunt
Microsite
QR Code
4Square
Race

39. Prizes
1st Place: $10,000;
2nd Place: 7% cash back for 1 year
3rd Place: 2 years 0% APR
4th Place: $50 Amazon Gift Card

40. Augmented Reality
Placed in major subway stations
Dresses you up in different outfits
Fun & Interactive
“Discover your potential”

41. Facebook
Post pictures of what customers have done with
their rewards
Post pictures of where customers have travelled
to using their rewards
Facebook Ads

42. Twitter
Interact with customers more personally
Able to help with customer service issues here as
well or redirect them
Announcement of any special Discover Card Deals
Tweet about Discover sponsored events

43. DISCOVER