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Alpen bank

Profit with Customer Acquisition


Credit Card Profit

All Customers

0 150K

50K

100K
Number of Cardholders

Key take aways


How do you know whether or not to introduce a new product or service?
Forecast revenues Forecast costs
Acquisition costs Other costs

Calculate profitability
Greater profits with more volume Can thus calculate break-even volume

These calculations depend on how the brand is positioned


In this case, the higher end positioning brought in more revenues per customer

Alpen Bank
How marketing research is used to determine if a brand should be launched
Which segment should be targeted? How should the brand be positioned? Then, we can use the 4Ps to implement this
Price Promotions Place Product

Marketing Analysis (The 5 Cs)

Customers

Company

Competitors

Collaborators

Context

Market Segmentation

Target Market Selection

Product and Service Positioning

Creating Value
Product & Service

Marketing Mix (The 4 Ps) Place/Channels Promotion

Capturing Value Sustaining Value


Customer Acquisition

Pricing

Customer Retention

Profits

General Framework for Marketing Managers

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