TPBank Golf Privé Club

World MasterCard
Media Brief
Day Month Year
 CONTENT
1. Card Business Background
2. Target Consumer Profiling
3. Product 6Ps
4. Agency Requirement, Timeline & Budgeting
BUSINESS BACKGROUND| TPBank Credit Card
Business – Impressive Growth
As the business has achieved a sizeable base, it’s time to segment customer base &
establish a strong positioning strategy for competitive advantage to well cultivate
current customers and attract new customers.

Accumulated Volume Incremental Volume

30,230

2X
ACCUMULATED
18,300 VOLUME
12,715
3X
5,508 INCREMENTAL
4,527 5,497 VOLUME

2013 2014 2015

*Source: TPBank Credit Card Internal Data
BUSINESS BACKGROUND| TPBank Credit Card
Business – Undifferentiated portfolio

Classic Gold Platinum

Monthly income min 5mio VND Monthly income min 15mio VND Monthly income min 25mio VND

 Segmenting basing on price/ income makes it difficult for TPBank Credit Card to
differentiate itself with other cards in the market with well established brands &
strong sales force
 Promotion & privileges across card tiers spread out to all categories: travel,
dining, shopping, etc
Make it difficult for customers when choose TPBank credit card over other cards
Premium customers find no special privileges
Hinder sales growth
BUSINESS BACKGROUND| TPBank Credit Card
Business – Differentiate by lifestyle
There is an opportunity for TPBank to differentiate itself by segmenting portfolio
by lifestyle to smaller target.

Your everyday card Your privilege card

Focus on Dining & Focus on special lifestyle &
Shopping habits
BUSINESS BACKGROUND| TPBank Credit Card
Business – Differentiate by lifestyle
Introducing TPBank Golf Privé Club World MasterCard for super premium
customers with golf interest.

WIP Design
BUSINESS BACKGROUND| Objectives

1. Accelerate growth for TPBank & TPBank Credit Card by

targeting affluent customers (golfer) – Achieve 2,500 TPBank
Golf Privé Club World MasterCard by Dec 2016

2. Premiumize TPBank brand image in general & TPBank credit

card in particular with differentiated lifestyle benefits (golf)
TARGET CONSUMER
PROFILING
Our target is the top 5% of the national population. They are mostly business
owner or top management. They could be male or female (80% male). Aged 35
+. Home and car owner. Resident of premium real estate. They aspire to be
successful with discerning taste. They like fine-dining & cross border travel.
They are well aware of international travel. They appreciate status and
exclusivity, class and networking people of the same class.

ATTITUDE TOWARDS GOLF

They don’t see golf as a sport but as a way of life. It is their way of unwinding
and networking. The golf community across the SEA region is connected and it
is a way of exploring new business options and connections. They are
members (long term/short term) of exclusive golf clubs and pride themselves
on their awareness of the sport. They play golf in group, not individually.

Recap from Consumer Focus Group, March 2016

 6Ps SUMMARY

POSITIONING PRODUCT PACKAGING

The best-in-class Outstanding golf Premium golf
golf privilege credit privileges and identity (plastics &
card for golfer premium services welcome kit)

PRICE PLACE PROMOTION

Premium entrance Focus on Premier Communication
fee for ultimate Banking channel & targeted at golfers
privileges caddy with incentives and golf-related
– Through golf touch points
championship/ golf Campaign idea:
membership/ Golf Privé Club –
affluent customers Build a community of
events affluent golfers with
frequent networking
POSITIONING| No clear & differentiated
positioning from other card players

Most of World MasterCard

positioning by significant
issuers (HSBC, CitiBank, ACB,
Sacombank) are within
territory of “Lost of
privileges” or “World class
luxury lifestyle”
POSITIONING| Travel, Dining, Shopping have
become too… mainstream
By saying too mainstream, it means.. everyone has been doing so.

TRAVEL DINING SHOPPING

Millage rewards
WHAT COULD BE THE BLUE OCEAN FOR TPBANK?

GOLF
POSITIONING|
Golf has been a signature to TPBank
In the past 2 years, TPBank has consistently tied up with golf activities and
developed specific product offerings to golfers
POSITIONING|

TPBank Golf Privé Club World MasterCard

The best-in-class golf privilege credit card for golfer
PRODUCT| Outstanding golf privileges &
premium services
LEVERAGE MASTERCARD OFFERINGS
•Frequent discount & thematic promotion of
the platform
Leverage
MasterCard
Platform

Additional ADDITIONAL FEATURES

•Reward mechanism to redeem golf & other
features lifestyle vouchers – 5X points on travel
•Travel & lifestyle privileges: 24/7 concierge
service in Vietnamese, VIP lounge access, etc
•Special VIP events: WAGC finale in Vietnam
& ZA, Thank-you events

Core THE CORE:

benefits BEST-IN-CLASS GOLF PRIVILEGES
•Access to 02 private golf courses
•PGA Tour Player Experience in US
•Free green fee to top 6 golf course in
Vietnam
•50% discount at top 16 golf course in SEA
PACKAGING| Premium golf identity design
PRICE| Premium entrance fee for ultimate privileges
Annual Interest FX rate
Fee Rate
28.8 4.0

1.5
27.8 3.5 TPBank is the only issuer that
charge card issuing fee
@1.5mioVND
Annual fee is among the
1.399 highest, equal to CitiBank
26 2.78
But interest rate & FX rate is
the lowest  help enhance
1.0 25.8 2.75 customer enjoyment,
triggering international
lifestyle/ cross-border
2.6 transactions
23.9

22
2.5
 PLACE|
Focus on Premier Banking channel
Premier Banking Branches Others

80% volume acquired

Through PB RM & caddy @ golf course with incentives

 Golf championship/ tournament (WAGC, etc)

 Golf course members (VGA, etc)
 Event for affluent customers
 Current TPBank Visa Platinum customers
 Current PB savings customers
15% volume acquired

 Branches’ VIP customers

5% volume acquired

 Direct sales/ Telesales/

Universal bankers
PROMOTION| Campaign Idea

GOLF PRIVÉ CLUB

WHAT IT MEANS
There are some privileges in this world that are reserved for a chosen few. Privé Club
is the means to access a world of unique golf experiences. A unique club reserved for
the elite. Unique offers as deals customized with care.

HOW IT WORKS
We invite the key potential customers (who are golfers) to TPBank Golf Privé Club,
whose members can enjoy special & exclusive privileges (by invitation only) on golf,
travel, dining & lifestyle.
As in one club, members also operate towards common hobbies & objectives. We
organize events & activations just for members of TPBank Golf Privé Club so that they
can expand their network, enhancing their golf experience and enriching their
lifestyle.
 PROMOTION| Communication Touch-points

Outdoor banner
Business Travel
& billboard
Creating awareness Online Airport POSM
PR Wifi @resorts
Golf POSM: standee
course & brochure
display Affluent
customers touch
Golf touch points points
Creating awareness

WAGC
– Link to sales Creating awareness
Golf
Print Ads
Events TPBank Premier
Creating awareness Engaging channel
Private events: Banking Channel
With legendary
Golf & Life
golfers/ golf
Golf Vietnam
Golf trainers
Service Premier Banking Email &
Lounge Display Website
Engaging channel
 PROMOTION| Campaign Phasing

Build TPBank Golf Create awareness Engage & Link-to-

Communication Privé Club sale
Objectives
• Acquire 100 first • Create • Sales activities
customers by awareness @ golf
invitation among golfer tournaments
• 100 first community with • Annual events
Key activities customers targeted for TPBank Golf
profile: golfer, communication Privé Club
successful (through golf • Others activities
business people, touch points) through golf
key influencers • Golf events + touch points
in golf Referral
community activities from
100 first
customers
SUMMARY| Key selling points for PR

1. TPBank World MasterCard is TPBank’s first card range serving

super premium customers with customized & tailorized product
offerings to bring the best privileges to this target group
2. TPBank World MasterCard Golf Prive is the first credit card in
Vietnam dedicated to golfer with exclusive, best-in-class golf
privileges
TPBank has been offering lots of programs & products just for
golfer: savings with golf benefits, World Amateur Golfer
Championship from 2015-2017, etc. This is the key unique point to
TPBank that no other bank can offer in the market right now
Big golf offers in both domestics and overseas, incl. exclusive
entrance privileges to private golf course, events (with legendary
golf trainer, etc) to enrich and expand golf community in Vietnam
PR AGENCY REQUIREMENT|

1. PR role:
Create awareness & talk in town among target customers (golfers) about the new
launch of TPBank World MasterCard Golf Privé (and TPBank World MasterCard range)
Tight up TPBank World MasterCard Golf Prive image with super premium customers,
esp. golfer community
Make golfers feel related, connected to and desired for TPBank World MasterCard
Golf Prive in terms of both image & benefits. Make them feel this is really the card for
them.

REQUIREMENT
2. Full online PR plan for the launch campaign
Consider testimonial angle (incl. shooting) among golfer community
2. Total budget: 200mio VND (all inclusive)
3. Expected timeline:
 First proposal: 13th July
 Final Media Plan approval: 18th July
 Break Air: 21st July
THANK YOU!