ColombiaMarketing Overview
Martha KrawczykVisa Marketing
Agenda
About Visa
Perspective on Colombia
Visa Colombia, S.A.
Marketing Strategies
New Visa Debit Campaign in Colombia
About Visa
VisionThe World’s Best Wayto Pay and be Paid
MissionAccelerate the Electronification of Commerce
Business Pillars
Products & ServicesBrandAcceptanceClientsProcessing
Visa Facts
4*As of June 30, 2011 Visa Inc. Corporate Overview.” Visa. Data as of June 30, 2011 (unless otherwise noted)
Visa Facts
World´s Most Admired CompaniesVisa ranked #1 Fortune´s Most Admired Companies “Consumer Credit Cards and Related Services” category.March 2012
Most Trusted Brand in Mobile PaymentsVisa voted #1 Most Trusted Brand in Mobile Payments in a study conducted by Ogilvy & Mather.
August 2011
Best Global BrandsVisa rises to 75th on the Best Global Brands list with a brand value of $4.5 billion – 12% greater than last year.October 2011
Fortune 500Visa ranked #297 out of America´s 500 largest corporations and #2 within the financial services category.
May 2011
About Colombia
• Showing steady improvement. World Bank Ranking: 42nd out of 183 economies (ease of doing business)
• Foreign direct investment could reach $14.5B in 2012 (9.8% growth from last year)
• United Nations report ranked Colombia 4th in Latin America for direct investment
• Free Trade Agreements with the US and other trade deals in the works with the European Union and Korea
Colombia a new Touristic Destination• Improvements on Security
• Luxury Travel Market grows
• Boost of Business Tourism
Positive economic outlook, increased international trading and diversification of the economy
Source: OMD Analysis - Euromonitor
A New Visa Colombia
Strategic Market for Visa Inc.
• 4th Largest Economy in the Region• Inflation under control• Current Political and Social stability• Accelerate the adoption of Electronic Payments• Expansion of Financial Institutions outside Colombia• Growth of Visa Electronic Portfolio (Credit, Debit and Commercial)• Part of Visa International market growth strategy• Opportunity to expand our Acceptance Network• Increase presence of the Visa Brand locally• Continue strengthening our Leadership Position
PremiumMake Visa Platinum
and Infinite the preferred payment
method
Marketing Strategies
DebitIncrease awareness
of Visa Debit’s superior convenience
vs. cash
Cross ProductIncrease UsageCross BorderIncrease Usage Outbound and
Inbound
CommercialDrive Issuance
and Usage
Debit Business Context
Payment Volume%
Marketing StrategyBusiness Objective
Grocery 22%
Ent./FoodFuel
Other RetailTravel
Services
Other
MCC
6%6%
10%4%15%
37%
100 100
Cash
Card
CheckOther
Competitor
66%
15%
13%5%
Target everyday purchases in Supermarkets, Gas Stations and Restaurants/Fast Food
• Increase awareness of Visa Debit’s superior convenience vs. cash
Issuing Acceptance
Activation Usage
“Jorge” If you go to the ATM to withdraw cash and wait in line, like “Jorge”, you could miss a lot of things.
Pay directly with Visa Debit and keep on moving
Top Trends for Colombia
Retail Business Expansion
A Digital Colombia
Conscious Consumers
Ecommerce Development
• Life is Digital• Smart phones penetration• Social Networks
• Modern and Sophisticated• Expansion to other cities• International players
• More access• Better options
Thank you!