american express case study

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