Portada Latam Summit 2012 - Colombia: Lasting sunshine after the storm? Martha Krawczyk discusses Visa's business venture into Colombia - the growth potential of the Colombian market, it's position at the forefront of digital commerce, and Visa's market strategies. Watch this event on YouTube - http://www.youtube.com/watch?v=Ujn3DtYViQQ Attend Portada's 2013 Latin Content Marketing Forum in Miami this June 4th, 2013. Learn more at: http://www.portada-online.com/conferences

1. Colombia
Marketing Overview
Martha Krawczyk
Visa Marketing

2. Agenda
About Visa
Perspective on Colombia
Visa Colombia, S.A.
Marketing Strategies
New Visa Debit Campaign in Colombia

3. About Visa
Business Pillars  Vision
The World’s Best Way
Products & Services
to Pay and be Paid
Brand
Acceptance  Mission
Clients Accelerate the
Processing Electronification of
Commerce

4. Visa Facts
*As of June 30, 2011 Visa Inc. Corporate Overview.” Visa. Data as of June 30, 2011 (unless otherwise noted)
4

5. Visa Facts
World s Most Admired Companies
Visa ranked #1 Fortune s Most Admired Companies “Consumer Credit Cards and Related Services”
March 2012 category.
Most Trusted Brand in Mobile
August 2011 Payments
Visa voted #1 Most Trusted Brand in Mobile Payments in a study conducted by Ogilvy & Mather.
Best Global Brands
Visa rises to 75th on the Best Global Brands list with a brand value of $4.5 billion – 12%
October 2011 greater than last year.
Fortune 500
Visa ranked #297 out of America s 500 largest corporations and #2 within the financial services
category.
May 2011

6. About Colombia
Positive economic outlook, increased international trading and
diversification of the economy
• 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
Source: OMD Analysis - Euromonitor

7. 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

8. Marketing Strategies
Cross Product
Premium Debit Cross Border
Increase Usage
Make Visa Platinum Increase awareness Commercial
Increase Usage Drive Issuance
and Infinite the of Visa Debit’s Outbound and
preferred payment superior convenience and Usage
Inbound
method vs. cash

9. Debit Business Context
Business Objective Payment Volume Marketing Strategy
%
100 100 Target everyday purchases in
5% Other
Supermarkets, Gas Stations and
13% Check
Other 37% Restaurants/Fast Food
15% Card
Issuing Acceptance • Increase awareness of Visa Debit’s
Services 15% superior convenience vs. cash
Travel 4%
Other Retail 10%
Fuel 6% 66% Cash
6%
Ent./Food
Activation Usage Grocery 22%
MCC Competitor

10. “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

12. Top Trends for Colombia
Retail Business Expansion
• Modern and Sophisticated
• Expansion to other cities
• International players
A Digital Colombia
• Life is Digital
• Smart phones penetration
• Social Networks
Conscious Consumers
• More access
• Better options
Ecommerce Development

13. Thank you!