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Table Of Contents

Product: HDFC Credit Card
i) Introduction
ii) Defining the product and Competitor
iii) Analysis of category
1.Aggregate market factors
Stages in Product life cycle:
Category Factors
Threat of new entrants:
Bargaining power of buyers:
Bargaining power of suppliers:
Pressures from substitutes:
Current rivalry in category:
3. Environment Factors
a) Macro Environment:
1. Technological:
2. Political:
3. Economic:
4. Social:
a) Festivals and Religious occasions
5. Legal:
b. Micro Environment:
c. Internal Environment:
Scanning of Market Environment
iii) Company and Competitor Analysis
Product Features Matrix
Gold Credit Card Features & Benefits
2. Objectives
3. Strategies
Marketing Mix
Value Chain
For credit card industry, value chain can be described as follows: -
Differential Advantage for each company in terms of
Expected future strategies
iv) Customer Analysis
1.) Segmentation
2) Consumer Behavior
3) Targeting
4) Positioning
5) Assumptions in planning process
1. Market Potential
2. Forecast Assumptions
Section 2
Corporate Objectives
Divisional Objectives
Marketing objectives
Volumes & Profits
Time frame
Section 3
Strategy - Product
Customer Targets
Competitor Targets
Product/service features
Core Strategy
Value proposition
Product Positioning
Section 4
Integrated Marketing Communications Programmes
Pricing Strategy
Channel Strategy
Customer Management Strategy
Section 5
Financial Budgets
Marketing Metrics
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13 Group Seca Hdfc Credit Cards

13 Group Seca Hdfc Credit Cards

Ratings: (0)|Views: 136 |Likes:
Published by Prashant Sharma

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Published by: Prashant Sharma on Jan 13, 2011
Copyright:Attribution Non-commercial


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