american express case study
TRANSCRIPT
Started in 19th century as an Express Shipping Company
Later it grew into a Travel Service Company
In 1891, Introduced the “Traveler’s Cheque” accepted internationally
Amex introduced it’s first “Charge Card” in 1958
It charged a higher annual fee than competitors to create feeling of prestige and membership
By 1967, 1/3rd of company’s profit came from “Charge Card” business
1960’s were like!
Amex stepped up it’s marketing effort
American Express got it’s Blue Box logo in 1974
In 80’s Amex was perceived as a status symbol signifying success & achievement
It also expanded into financial categories during the same time
In 1990’s Amex launched “Do more” corporate ad campaign to communicate the transformation
Re-branded it’s Small Business Services Division as “OPEN: The Small Business Network”
“Small business owners are fundamentally different from people who work for large companies"
Continued membership rewards program
Company continued to expand becoming World’s Largest Card based Reward program
2000, “Credit Card Revolution”
2 Revolutionary credit cards launched
“Black Centurion”“Blue Card”
Competitors ???
Amex scored a huge legal victory against Visa and Master card in 2007 which acquired them
26 million more customers
“My Life. My Card” launched in 2004 providing intimate narratives about places, causes, achievements & avocations meaningful to them
Served as a “Call of Action” to join American Express
Ranked 15th “Most Valuable Brand” by Business week & Interbrand
• American express journey• Evolution of card begins• New Ad campaign begins• Credit Card Revolution• Two New Marketing Campaigns
SUMMARY
These slides were created by Shivani Chavan (IIT Bombay) as part of an internship under the guidance of Prof. Sameer Mathur (IIM
Lucknow)
DISCLAIMER