Marketing Transformation at Mastercard (Spanish version)
Since 2013, Mastercard CMO M. V. Rajamannar (Raja) had transformed the firm's marketing by using unique experiences, digital technology, and social media to intensify linkages not only with cardholders but also with Mastercard's direct bank and merchant stakeholders. Building on its influential but dated "Priceless" advertising campaign, Raja refocused Mastercard on four "Priceless Possibilities" that engaged cardholders directly in unexpected and sometimes unique opportunities reflecting their passions. The result was increased brand differentiation and deeper collaborative ties between Mastercard and its bank and merchant partners.
Collection: HBSP (USA)
Ref: HBS-518S07
Format: PDF
Number of pages: 13
Publication Date: Mar 24, 2017
Language: Spanish, English
Review date: Aug 9, 2017
What material is included in this case:
Description
Since 2013, Mastercard CMO M. V. Rajamannar (Raja) had transformed the firm's marketing by using unique experiences, digital technology, and social media to intensify linkages not only with cardholders but also with Mastercard's direct bank and merchant stakeholders. Building on its influential but dated "Priceless" advertising campaign, Raja refocused Mastercard on four "Priceless Possibilities" that engaged cardholders directly in unexpected and sometimes unique opportunities reflecting their passions. The result was increased brand differentiation and deeper collaborative ties between Mastercard and its bank and merchant partners.
Read more
Year: 2013
Geographic Setting: Texas
Industry Setting: Credit cards; Finance & insurance
Leave your rating
"Marketing Transformation at Mastercard (Spanish version)"
Register for free with IESE Publishing and enjoy all the advantages
What type of account do you want to create?
Choose account type
Professors
Academic Institutions
Companies
Individuals