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The Good Life

The Good Life. The Good Life. What represents the good life? People? Things? Giving people things? How is your view of the good life created? Family values Media TV, magazines, etc. Credit Card Brands. American Express : 72.5 million cardholders

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The Good Life

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  1. The Good Life

  2. The Good Life • What represents the good life? • People? • Things? • Giving people things? How is your view of the good life created? • Family values • Media • TV, magazines, etc.

  3. Credit Card Brands • American Express: 72.5 million cardholders • Visa: 150 countries & 1 billion Visa-branded cards • Discover: 50 million cardholders • MasterCard: 210 countries and territories & 749.3 million MasterCard-branded cards

  4. My Life, My Card • Achievers of all types choose American Express. • Robert DeNiro • Tiger Woods • Ellen DeGeneres • Laird Hamilton

  5. Life Takes Visa • Empower cardholders to do what they need to do, want to do and never thought possible. • Encourage cardholders to embrace the many ways, reasons and places to pay with Visa. • Former tagline: Visa. It's Everywhere You Want To Be.

  6. This is Our Card • Reflects the voice of our customers • The people featured in the advertising are not models or famous actors. • They are our neighbors, friends, colleagues and proud Discover cardholders.

  7. Priceless • Simple premise • Line 1, Price 1 • Line 2, Price 2 • Line 3, Price 3 • Line 4, Priceless • Combo of celebrities and real-life people • MasterCard campaign launched in 1997

  8. Do You Recognize this Ad? Dinner: $30 Movie: $17 Dessert: $10 Second date with the right girl? Priceless

  9. Is it Priceless? The Power of Compounding Interest It will take you 8 years and 1 month to pay for those 10 dates. In that time, you will pay $470.32 in interest. You’d be 26 years old!

  10. The True Cost of Paying the Minimum Payment

  11. The Credit Card Industry • $30 billion in profits in 2003 • $10 billion in fees • MBNA’s profits were 1.5x McDonald’s profits in 2004 • Citibank more profitable than Microsoft and Wal-Mart

  12. Market Control • 5 companies control 65% of the market: • American Express • Bank of America • Citigroup • JPMorgan Chase • MBNA

  13. Affinity Cards • A credit card offered by two groups, one a financial institution and the other a non-financial institution, such as a • College • Airline • Non-profit group

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