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Member rating: No Rating | Words: | Submitted: Thu Mar 15 2007
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Case #4: BPI Card's Express Start Program Introduction In December 2000, the Branch Sales Unit of BPI Card (BPIC) met to discuss the performance of its Express Start Program (ESP), which was launched in the first quarter of the year. It was initially a promotional campaign to encourage current customers to get a card without the hassle of an application; soon after, it expanded its market to include rejected applicants who did not meet the bank's credit standards. After its evaluation, the company felt that it was now time to regard the ESP as a distinct product, one that targeted a separate market and required a unique marketing plan. The problem now for BPIC is: what marketing plan would best suit the needs of the Express Start Program? Should BPI Card continue is current promotional campaign or should they market it as a separate product? Assumptions There are a few assumptions that we...
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