American express journey, its card evolution, new ad campaigns, case study.

3. Begin as an Express
shipping company

5. Grew into a traveller
service company

6. In 1891 created the first
internationally accepted
"Travellers Cheque"

7. Evolution of card begins!!

9. First CREDIT CARD

10. Issued first charge card in
1958.In 1967 1/3 of the total
profit came from its charge
card business.60's and 70's
stepped up its marketing
efforts.

11. In
1970’s

12. 1974
Blue
Box
Logo
appear

13. American Express was
perceived as a status
symbol. 80's it expanded
into financial categories

14. New Ad campaign begins!

15. 90's New Ad campaign "Do
More" was launched.
Small Business Services
division as
"Open: The Small Business
Network"

16. “Small business owners are
fundamentally different from
people who work for large
companies"

18. Continued membership
rewards program

19. Credit Card
Revolution

20. Blue
Centurion Black

24. Scored a huge legal
victory against
Visa and Master card
in 2007
which acquired them
26 million
more customers

25. Two New
Marketing
Campaigns??

26. "My life,
My Card"

27. https://youtu.be
/JOhDo2ZoOig

29. https://www.youtube.com/wat
ch?v=B7t3L7SfYkE

32. Global economy collapse in
2008 - 2009 resulted in
dumped financial results.
Stock price fell 64%.
Changed its core strategy of
who they targeted.

34. 15th
"Most
Valuable
Brand
in
the
World"

35. One of the
top 30 "Most
Admired
Companies"

36. "Top
5
Most
Popular
Cards
from
2009"

37. Platinum
Preferred Rewards Guest
Credit Card
Star word Preferred Guest
Credit Card
Gold Delta Sky Miles
Credit Card
Preferred Reward Green
Card

38. Platinum
Star word
Preferred
Guest
Credit Card

39. Gold
Delta Sky
Miles
Credit Card
Preferred
Reward
Green Card

41. Q1. Evaluate American Express in
terms of its competitors. How well is
it positioned? How has it changed
over time? In what segments of its
business does American Express face
the most competition?

42. American Express is well
positioned because it has been around
longer then its competition. It has
evolved over time and become a larger
known brand and been used by more
consumers. It faces the most competition
by the other Credit card companies when
it comes to how much they charge and
who can get the cards that they are
offering.

43. Q2. Evaluate American Express
integration of its various businesses.
What recommendations would you
make in order to maximize the
contribution to equity of all its business
units? At the same time , is the
corporate brand sufficiently coherent?

44. They are doing good at integrating all
of their businesses. They have credit cards
for the wealthy and the middle class. They
offer a lot of help for small businesses
which is a big brand for them. They need
to concentrate on keeping up with all small
businesses and get some more corporate
companies since corporations will bring in
a lot of business.

45. Q3. Discuss the company's decision to
grow beyond its core affluent
consumer base. What did this do for
the company and the brand?

46. By deciding to grow out of what they
were originally targeting, American
Express got new consumers. They got the
small businesses and that's what they
needed. There are more small businesses
now then there were before. This has
helped them to get the new consumers and
by offering rewards this also helps them
with their consumers. The brand is now
more then ever known and wanted.

47. SUMMARY
• American express journey
• Evolution of card begins
• New Ad campaign begins
• Credit Card Revolution
• Two New Marketing Campaigns
• Case Study

48. https://www.tumcgreenville.com
https://www.youtube.com/watch?v=B7t3L7SfYkE
https:// images.google.com
https:// www.beser20.de/english
https:// www.shutterstock.com
https://Americanexpress.co.uk/potential
https;//www.delcampe.net
https://Imgflip.com
CREDITS

49. DISCLAIMER
These slides were created by
Lakshmi Ayyappan (PSG TECH
Coimbatore) as part of an internship
under the guidance of Prof. Sameer
Mathur (IIM Lucknow)