This document summarizes a marketing strategy for a low-rate credit card offered by mbna. It includes sections on the market, product, strategy, social media campaigns, and influencer marketing. The strategy aims to raise awareness of mbna's low 6.5% APR credit card among professionals who may save thousands in interest costs over competitors offering rates as high as 18.5% APR. Social media campaigns will emphasize how cardholders can save money without realizing it by using mbna's low rate card for everyday purchases and debt consolidation.

1. LOW RATE GREDIT CARD

2. Market
Product
Strategy
Campaign
Social Media
Influencers
1
2
3
4
Competition
SEO Analysis
Social Media
Social Media
Influencers

3. Market1

4. 18.9%16.9%15.9%12.99%11.9%7.8%6.9%6.6%6.4% 6.45%
Market Share
& Lowest APR
44% 56%LOW RATE CC STD RATE CC
MARKET
SHARE
APR APR
4’769,100
CARDS
Competition

5. 42
276
380
33945
2911
9726 280
23000
Alexa rank - External LinksSEO Analysis

6. Social Media

7. Product2

8. EASYUNDERSTAND
MANAGE
APPLY
NOW

9. Strategy3

10. EASYUNDERSTAND
MANAGE
APPLY
NOW
ON-LINE
EDUCATION
STRATEGY
Ready
to
AWARENESS RELATIONSHIPUNDERSTANDING TRUST
KEY
INFLUENCERS
SOCIAL MEDIA
Drive Provide Build
ManageCreate Provide
Goals

11. SAVE MONEY
SAVE MONEY
WHILE YOU SPEND
SAVE MONEY
WITHOUT REALIZING
SAVE MONEY
USING mbnaLOW RATE CREDIT CARD
Message
AWARENESS RELATIONSHIPUNDERSTANDING TRUST

12. Campaign4

13. JOHN JOSH
SIAMESE
BROTHERS
Do everything together
ABCmbna
BUT
have separated credit cards
LOW RATE C.C STD RATE C.C
Offers only
6.5% APR
Offers
18.5% APR
JOHN
saved £ 3.600
compared to Josh
JOSH
will follow his
brother’s tip
In 2014 In 2015
SAVE MONEY
WHILE YOU SPEND
Social Media

14. Every card
charges it per the
money borrowed
ANNUAL PURCHASE RATE
If you go for
you only pay 6.5%
APR on purchases
mbna
LOW RATE C.C
If you go for
you may pay
around 18.5% APR
on purchases
ABC
STD RATE C.C
SAVEAROUND
1st YEAR 2nd YEAR 5th YEAR 10th YEAR
£ 3.600
SAVEAROUND
£ 7.200
SAVEAROUND
£ 18.000
SAVEAROUND
£ 36.000
1st YEAR 2nd YEAR 5th YEAR 10th YEAR
SPENDAROUND
£ 5.550
ON INTERESTS
SPENDAROUND
£ 11.100
SPENDAROUND
£ 27.750
SPENDAROUND
£ 55.500
ON INTERESTS
SAVE MONEY
WITHOUT REALIZING
APR
Social Media

15. This is my face when I SAVE MONEY
HAPPY SMART CONFIDENT BLESSED COOL SMOOTH
DELIGHTED RELAX CLEVER SATISFIED UPBEAT
POWERFUL EXCITED LUCKY
mbnaLOW RATE CREDIT CARD
SAVE MONEY
FEELINGS
Social Media
#mbnasavemoney

16. Saving Experts
Finance Info
General
3 4 5 6 7 8PAGE RANK
640,000
60,000
115,000
99,000
5,000
31,000
7,000
1,991 3,600
17,000
PROFILES
Influencers

17. Calculate how much you can
save with mbna
Every card
charges it per the
money borrowed
APRANNUAL PURCHASE RATE
SIMULATOR
Influencers
Monthly credit card expenses
Current APR
With you will save
SAVE
ON INTERESTS
£ 3.600
SAVE
£ 7.200
SAVE
£ 18.000
SAVE
£ 36.000

18. 6.5%p.a
variable
9.2% 6.5%
Others mbna
Day-to-day spending
&
Large purchases
Transfer your other more ex-
pensive credit card
balances
(No handling fee)
mbna
Enabling you to move
funds from your credit
card to your bank account
(No handling fee)
DESIGNED FOR
BENEFITS
Influencers

19. CONTACTLESS
Stolen or lost
credit card
Fraud purchases Refund money
to our clients
mbna support and
assistance
mbna
20£ 15£
No PIN No PIN >45£ PIN required
20£
DAILY PURCHASES
mbna
Contactless LOGO
on the card
mbna
Contactless LOGO
on payment
terminal
Faster
payments
No PIN required
up to 20£
20£<
m
bna
20cm
minimun distance
to connect
mbna 20£<mbna
CONDITIONS SAFETY
SUPPORT
Influencers
mbnaby

20. THANK YOU
TEAM 7

21. WHO
would go for an INDEPENDENT credit card
with LOW RATE issued ON-LINE?
People who can`t
issue a credit card
in their banks
They may not be
approved with the
lowest rate 6.5%
People who know
about the low rate
credit advantage
and trust mbna
PROFESSIONALS
Largest consumption power
Lower default risk
Audience

22. Action Plan