Chapter 19, Problem 3CCS

Summary Introduction

Case summary:

Company M is Country U’s multinational financial services corporation. It provides consumer prepaid cards, credit & debit cards that make it easier and faster to shop everywhere and everything with more safety and security.

The primary function performed by Company M is to process the transactions between the each merchant’s bank and each customer’s bank. The advertisement campaign of Company M is based on emotions of ‘priceless” campaign. This campaign was most successful even in competition with Company V.

Company M expanding its market operations to meet the market demand and to focus on technology innovation to help the customers with more secure and convenient services. Company added more sophisticated information and consulting services for the merchants to gain the insights into amount of consumer spending and to know the in-depth analysis.

Later on Company revisited the Priceless campaign and it is extended with ‘Priceless cities’ to provide busy consumers with remarkable opportunities in the areas of music, sports, arts, entertainment and dining out.   

Company M should evaluate their advertising campaigns and update them make sure it effectively communicate with the customers. It continues to find best ideas and innovations to keep interesting their targets.

Characters in the case:

• Company M
• Company V.

To discuss: Most appropriate media for each market.