Bibliographic citations
Rodriguez, A., Mansilla, J. (2024). Plan Estratégico de Marketing para el Relanzamiento de la Tarjeta de Crédito en el Sector Bancario Público [Trabajo de Suficiencia Profesional, Universidad Peruana de Ciencias Aplicadas (UPC)]. http://hdl.handle.net/10757/675222
Rodriguez, A., Mansilla, J. Plan Estratégico de Marketing para el Relanzamiento de la Tarjeta de Crédito en el Sector Bancario Público [Trabajo de Suficiencia Profesional]. PE: Universidad Peruana de Ciencias Aplicadas (UPC); 2024. http://hdl.handle.net/10757/675222
@misc{renati/502460,
title = "Plan Estratégico de Marketing para el Relanzamiento de la Tarjeta de Crédito en el Sector Bancario Público",
author = "Mansilla Monzon, Jose Emilio",
publisher = "Universidad Peruana de Ciencias Aplicadas (UPC)",
year = "2024"
}
This paper presents a strategic marketing plan for the re-launching of the State Bank (BE) credit card. It begins with a comprehensive analysis of the bank's external and internal environment, identifying political, economic, social, technological, ecological, and legal factors that influence its operations. The internal diagnosis underscores the need to modernize BE's financial product offering to maintain its competitiveness in the market. The marketing strategy focuses on market segmentation based on specific needs, targeting three key segments: young professionals, heads of households, and conscientious retirees. The value proposition includes a credit card with no membership fee, competitive interest rates, and exclusive benefits for public sector employees and pensioners. The branding plan suggests modernizing the logo and the slogan "Innovation that drives you, benefits that accompany you," reinforcing the values of trust, security, and modernity. The communication strategy relies on traditional and digital media, seeking an emotional and rational connection with consumers. The economic evaluation of the project includes the estimation of costs, expenses, and investments, with results indicating the financial viability of the relaunch. SMART objectives are set for customer base growth, digital adoption, and value proposition enhancement, proposing specific actions for each element of the marketing mix. The implementation of the plan contemplates product, pricing, distribution, and communication strategies, along with a KPI monitoring and control plan to ensure the success of the relaunch.
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