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Table of Contents
3. Executive Summary
4. Market Analysis
5. Competitive Analysis
6. Company Analysis
7. Brand Analysis
8. Consumer Analysis
9. Recommendations
10. Creative Brief
Competitive Analysis
At number one, Visa is the direct obstacle for the distant second, MasterCard, to gain market share and become category leader. Visa’s “It’s everywhere you want to be” campaign built brand equity because consumers trust that Visa will be accepted anywhere and everywhere and rely on it every day. MasterCard has increased its market share and brand equity by positioning itself as the best way to pay for everything that matters through the Priceless campaign, which uses mystery and surprise to tell stories that emphasize family values and create an emotional connection with people. The biggest threat to MasterCard gift cards is actual gifts and closed loop gift cards because people view them as more personalized and appropriate for loved ones. In 20005, nearly 85% of all gift card purchases were closed loop even though most people prefer to receive universal gift cards. MasterCard needs to use their sponsorships to personalize gift cards, and tell a lighthearted but honest story of giving the right gift to hard-to-buy-for teenage to college age relatives that often receive gifts they are not excited about.
Company Analysis
MasterCard Inc., the world’s second largest credit card company, owns MasterCard. In 2003, Visa had 51.4% of the market share while MasterCard had 30.7%. Since then, market share and company profits have increased. MasterCard Inc. supports the MasterCard brand with a substantial ad budget and an effective marketing mix. The Priceless campaign is one of the best known and successful in the world. MasterCard sponsors a variety of platforms,