Techcombank is developing a marketing plan for a new Visa credit card. The plan includes an analysis of the market situation, target customers, and product details. It proposes a pricing strategy and distribution channels. Promotional activities like advertising and partnerships with Vietnam Airlines are suggested. The people and processes needed to implement the plan are also outlined. If executed properly, the new credit card is expected to increase Techcombank's market share and profitability starting in 2015.

1. MARKETING MANAGEMENT
MARKETING PLAN
VISA CREDIT CARD TECHCOMBANK
GaMBA X0510 - Group 03

2. INTRODUCE
 Credit card is a new product, however, in recent years,
it was a potential product that many banks are trying to
develop. Almost every banks in Viet Nam sell this
product.
 To archive in this product, Techcombank need a good
marketing plan with: located product, costumer target,
pricing strategy, place, promotion, people, process and
Physical Evidence …
 Good Marketing plan will bring archive to
Techcombank.

3. PEST
 Policies: Encourage using card instead of cash – so people
have to have a bank account.
 Economic: safe, convenience…
 Social: modern and develop society.
 Technology: easy to manage, modern techonology…

4. SWOT
 Strong: Wide net work, backup from HSBC, Young staff
and full of skill…
 Weak: limited in financial capacity, stress from
shareholders.
 Opportunities: develop technology..
 Take exception: competitive with state-owner banks

5. Market situation
- Although credit card products developed for several
years but had a lot of competition between banks.
Almost all banks have this product .
- Currently leading a number of the Foreign Trade
Bank with Master Card.
- Product really is not profitable for banks because big
investment, low revenue
- Future Card is a product development, profitability,
revenue, market share for the investment bank said
at this point

6. Visa Techcombank (Product)
(Product
 Includes 2 Debit and Credit cards. Here is the product
provides Visa Credit Card.
 Credit card is essentially a line of credit (loans account
for S NH). Customers do not need the money in your
account but you can still spending or cash advance.
 nterest if not paid immediately at the end of the
payment period (up to 45 days are not subject to
interest)
 s a form of non-cash payments are CP support and
advanced social acceptance (only remove the cultural
front cash, and new economic development)

7. Visa TCB (Product)
 Standard card- lower than 70 millions
 Golden card 70 millions up
Saves for shopping – Redeem for flight

8. Target customers
 As most credit mortgage so customers who have
prestige, income and above-average;
 Specifically: The university professor, Public servant
class A2 or more staff in foreign-invested enterprises,
finance, banking or other business scale of 1 million
U.S. sales ...
 The merchants have sales exceeding 200 million per
month.
 Minimum income of 5 million VND per month;
 Concentrated market for large city, the economic
center

9. Locate Visa Techcombank
- Visa is the only organization in the U.S. are accepting
Visa co-branded with VAL (Vietnam Air Line);
- This card features are integrated, such as membership
of VAL which consumers use a card yet but enjoy the
benefits of two cards;
- When using a Visa card to accumulate points card
spending and vice versa VAL deliver value for S (the
material benefits, incentives, service ...)

10. Product pricing (Pricing)
- Overall competitors also adopt a similar price with card
products to ensure competitive prices with each other;
- Prices for products including the following elements:
+ Other fees: Fees for issuing an annual fee, change fee
limits, re-issue fee BIN code, card access fee, late payment
fee play, charges and fees ...
+ Interest Rate: As of last month on the balance and the
actual time period for principal and interest each month ...
+ Fees for merchants 2-4% of sales
- Techcombank apply flexible pricing for customers and the
type of card

11. Distribution (Place)
- Techcombank implement strategic distribution channel
directly.
- Characterized by complex products both technically,
the process elements, risks should use direct
distribution channel is more suitable.
- Take advantage of over 200 transactions and over 3000
staff nationwide are selling points.
- Actual secondary distribution through agents, but does
not guarantee service quality, image should be
removed Techcombank.

12. Sales promotions (Promotions)
- Packaged products in a beautiful print envelopes, including
card, user manual, BIN Code
- Advertising: The newspaper, radio, TV, online
- PR: The communication program and out, the press release;
- Direct Marketing: In the transaction, through the entire
TCB staff, through the existing customer base.
- VAL marketing through partners, strategic partners have a
good image and a large market
- Other Marketing programs: Organization of competitions,
programs and humanitarian ...

13. People problems (People - P5)
- Is a very important issue for supply of TCB DV.
With over 3000 staff are sales force;
- Need to be trained and knowledgeable about
products and services to recommend and advise
clients;
- Training in communication skills, sales skills, and
other necessary skills;
- As a staff team of professional, qualified, skilled,
good appropriate treatment regime, competition.

14. Business processes (Process - P6)
- Card services, but is essentially due to the credit account to sell
this service should be carried out simultaneously two processes
is the process of the card and the credit granting process;
- But the process of credit is reduced by the specific criteria should
be easy to perform;
- TCB card process has been completed, including the process:
contact, introduce products, collecting records, records appraisal,
approval process, card issuance, card delivery in S, process , KH
advice during the process of using cards to collect debts, all
credit card;
- Building a documentation system for all users

15. Facilities (Physical Evidence-P7)
- Based system to work in the convenient,
spectacular
- Transaction space, identification at the counter, at
the office
- Software systems, trees ATM, POS of TCB, the
other banks in the alliance
- The system accepts payment in foreign
- Payment transactions online trading online
- Also as uniforms, printing papers,

16. Plan of implementing
Target Implementing Time Finish
Design card Card Center 10/2010 12/2010
Completed legal document with state’s Card Center 11/2010 01/2011
bank, Vietnamairlines and VISA
Completed connection and process skill Card Center 11/2011 12/2011
, Develop product Dept,
Legal Dept
Training for staffs Training Center 12/2010 12/2011
Promotion, marketing, advertising... MarCom 10/2010 -
Implementing sells product Sale Dept 01/2011 -
Checking, supervising and fixing Card Center 03/2011
, Develop product Dept,
Legal Dept

17. Conclusion
- But not really profitable but initially developed
good
- How many total market share accounted for
POS system. ATM trees
- 7P future is sure to grow well and became the
service offers many benefits to TCB
- 2015 will be expected to card xxx

18. Conclusion
Group 3 is composed of members
1. To Thi Giang: Leader 5. Truong Trung Nghia;
2. Tran Thi Phuong Linh; 6. Nguyen Manh Ha;
3. Quang Thuan Kieu; 7. Nguyen Hong Van;
4. Cao Van Thang 8. Nhu Viet Hung
Thank you for your attention!