Table of content

1.Introduction.........................................................................................................................2
2.Method of Data Collection..................................................................................................2
Respondents
Interview process
3.Results.................................................................................................................................3
Values
Benefits 
Attributes
4.Application of the results....................................................................................................4
Advertisement Related to Attributes – MasterCard and VISA card
Advertisement by MasterCard 
Attributes and benefits reflected
Advertisement by ASB VISA card
Attributes and benefits reflected 
5.Implications.........................................................................................................................5
Current positioning strategy of MasterCard
Current positioning strategy of ASB VISA Card
 1.Introduction

Brand as a unique set of associations reflects the identity of the company and the
promised market offering. Therefore a clearly understanding of customers values is a
necessity. These values are the fundamental drivers in the decision making process.
The Laddering interview technique is one of the best ways to identify these values.
Within producing hierarchical value maps the relationship between brand attributes,
benefits and values is visualised. The purpose of this paper is to generate HVMs for
credit card brands and compare the identified values with the brands’ current market-
ing communication messages. This paper will be presented as briefly discuss the im-
portance of branding positioning. Following by demonstrating the interviews and ana-
lyse the results to generate individual hierarchical value maps and at the end discuss
the positioning strategy relating to our findings.

Credit cards are gaining ground at a rapid pace with increasing urbanization and
awareness of plastic money. Besides the various freebies and rewards doled out,
customers feel very convenient to carry a plastic card rather than bundles of cur-
rency. With the advent of globalization and privatization, the concept of credit cards is
gaining popularity. Most of the bill payments including utility payments can be taken
care by credit cards. Further, people perceive the card as a status symbol.
The main service providers to credit cards issuers are MasterCard and Visa.

2.Method of Data Collection

Respondents

The first step of an interview is to choose valuable respondents. A few criteria could
be to choose someone we do not know, someone who does not know what is the
goal of the interview and who does not have a deep insight in marketing theories.
These criteria must be fulfilled to get the real values and not get faked information.
So in general the interview would not be so successful. In the first place we tried the
direct approach but when we told them how time consuming the interview would be
and that they would be recorded they refused to take part. Finally we gained the data
from 6 persons which we found through our social network. Two of the interviews
were related to the ASB VISA card and the other respondents reported to use Inter-
national MasterCard.

Interview process

The laddering method as defined in the first part of this project, is an in-depth inter-
view. In the beginning of our interviews we asked which attributes the respondent
relates to the credit card. First we collected all the attributes and then we came back
to them one by one and were talking more about these attributes to find out to what
kind of benefits they would lead. During the interview we started asking the question
“Why is it important to you to use the credit card in that particular situation” to uncov-
er the desired values like self esteem or feeling relieved.

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Also some techniques out of the literature have been applied, for example let the re-
spondent think about a situation in which he would normally have used his credit card
but was not able to do so. This was especially in situations when the respondent did
not know what to say next or gave answers which we were not looking for. Negative
laddering was also applied during the interview process just as change the words in
our question. Overall the laddering method was applied in the way as mentioned in
the literature and we tried to get the values related to the credit card.

3.Results

These are the values, benefits and attributes which we revealed in our interviews.
Values
Feel relief
Satisfaction
Respect
Security
Self gratification
Self actualization
Integrity

Benefits
Convenience
Feeling save
Less time consuming
Freedom to shop
Save money
Not get stuck
Discounts
Cash back
Petrol wavier
Easy to spend
Less documentation
Easy access
Quick
Anytime
Plans
Status symbol
Buy expensive products
Travel
Go abroad
Helpful
Enjoy life
Less pressure
Efficiency
Simplify trouble
Well organized

Attributes
Additional card

3
 Interest rate
Annual fees
Bonus points (true rewards)
Customer service
Global access
Online access
Advanced cash
Identification
Telephone access

4.Application of the results

Advertisement Related to Attributes – MasterCard and VISA card

1.Importance of attributes
2.Performance of attributes
3. Importance of product benefits
4.Ability of brand to deliver product benefits
5.Importance of personal benefits
6.Ability of brand to deliver personal benefits
7.Importance of personal values
8.Ability of brand to deliver personal values

Advertisement by MasterCard

“I just ordered and waved my card-it was that easy!”

“Cash is a thing of the past”
“The card never leaves my hand”
“I had people behind me saying, ooh, you’re paying with a phone…cool, how do I get
one?”
“Anytime, Everyday, around the Globe”
“Anytime, Anywhere, Any Currency”
“..For anything else there is MasterCard”

Attributes and benefits reflected

∙Quick and easy alternative to cash

∙No stopping at the ATM
∙No fumbling with change
∙Nearly 50% of consumers now carry less than $20 in their wallet
∙Faster in and out, and quicker on their way
∙Better record keeping than cash
∙Increased feeling of security
∙It’s cool to use
∙Global usage
∙Access to everything

4
 Advertisement by ASB VISA card

“Your card, your choice”

“True rewards, simply rewarding”

“Easy to earn, easy to spend”

“Watch you True Rewards Dollars grow—it’s easy”
“Don’t wait for mail—get the answer online”

Attributes and benefits reflected

∙Personal identification
∙Status symbol
∙Giving extra values
∙Real money back guaranteed
∙Efficiency
∙Simplifying troubles
∙Easy to use
∙Online access
∙Fast response

5.Implications

The evaluation of companies advertisements by our results of hierarchical value

maps was mostly a comparison between the attributes, benefits and values reflected
in their ads and these which we gathered in our interviews. The reason for this is be-
cause advertisings activate all three levels, attributes, benefits and values, but not in
the same extend. An effective advertisement creates resonance and can be meas-
ured in the way how it activates each of the three levels. This effectiveness is only
assured when ads communicates with every level and creates linkages between at-
tributes and benefits and then from benefits to values. It is important for marketers to
find out how the value-levels will be reached because this level drives the consumer
decision-making process. Marketers thereby can find out whether their advertisement
is effective or not by using hierarchical value maps.

Current positioning strategy of MasterCard

∙MasterCard position itself as a part of the customer’s everyday life. This in turn, leads to
a more frequent usage. With this advertisement MasterCard is developing an image
which provides that the card is something handy which can be used whenever he wants

5
to. Linking benefits to frequent usage will motivate consumers to use the card even in
circumstances they would not normally use it.

∙Most people use credit card to make expensive purchases, travel, online shopping and
utility payments. MasterCard used these attributes and develops an advertisement re-
lated to this because it would increase the credit card usage in each of the segments.
For Example: Co branded cards like discount on airfare for people who frequently travel,
or discount and loyalty points on store purchases, co branded card for waiver on fuel
surcharge etc.

∙The new advertisement slogan of MasterCard is “Heart of commerce” within mentioning

this they let their customers fell like someone who is not only buying something but also
is part of the big business within using the card. They build up the image that using a
MasterCard is something special and leads to increased self esteem.

∙“MasterCard Worldwide” is not only a slogan, even more it is a concept with which they
deliver the message that this card is accepted everywhere and gives worldwide access.
That there is nothing at any place on the world which can not be purchased with a Mas-
terCard.

Current positioning strategy of ASB VISA Card

∙ASB’s advertisement gives an image that customer’s identical status can be proofed
by using this credit card; on the other hand, the card can be acquired from everybody
and not only from the upper class. The objective is to develop an image of the credit
card as a need and a smart way to manage finances rather than being a debt trap-
per. In other words, it gives a mass appeal to the cards while reinforcing the depend-
able and trusting image of the issuing bank at the same time.

∙ASB try to position its credit card on the superior benefits can be received as a cus-
tomer of it. True reward point is modified as another form of actually currency, as it
has a wide acceptance range from supermarkets to patrol stations, from bookshops
to cinemas, from airlines to hotels. Using ASB credit card to make purchases can
give customers extra benefits anywhere, anytime. This provides ASB a sustainable
competitive advantage as it fits into the value of integrity.

∙ASB also position their credit card based on the usage. It builds an image of simple
to use, less complex, and highly efficiency. One of the main benefits of credit card is
it’s widely acceptance. By high lighting this factor into a more convenient way, rela-
tionship can be strengthen with the customers who hold a value of self gratification
such as easy life.