Hyundai Card Marketing Strategy until 2009

1. HYUNDAI CARD MARKET
ANAL
YSIS
SITI ARINA SAFARINA – 1306420384
SORTA VERA SILITONGA – 1306357541
WILLIAM GUNAWAN – 1306357724
T
JHIN TRIADI – 1306420421
YESA ARDIANSY
AH
YOZZY RIZAL

2. South KOREAN CREDIT CARD INDUSTRY
BRIEF History
• Shinsaegae
introduces credit
card concept
1969
1978
• Korean exchange
bank introduce first
credit card
• Bank and non bank
company start
credit card business
1980
1999
• Government
modified tax
law, supporting
credit card growth.
• Annual growth of
80% and total 100
million cards issued
2000

3. South KOREAN CREDIT CARD INDUSTRY
CONSUMPTION PATTERNS AND TRENDS
Average per Capita Card Issuance
United States
South Korea
Singapore
United Kingdon
Netherlands
Belgium
5.3
3.8
2.98
2.36
1.92
1.57
0
1
2
3
4
Belgium
Netherlands
South Korea
6
United Kingdon
Singapore
5
United States
Credit Card Usage
Credit Card benefit

4. South KOREAN CREDIT CARD INDUSTRY
IT DEVELOPMENT
Internet Usage Data
INTERNET GROWTH IN SOUTH KOREA
Users
Population
70,000,000
60,000,000
50,000,000
40,000,000
30,000,000
20,000,000
10,000,000
0
2000
2005
2006
2008
2009
2010
*Internet World Stats
Hyundai card m point

5. South KOREAN CREDIT CARD industry
Attractive VS unattractive market aspect

6. South KOREAN CREDIT CARD industry
market share
Credit Card Market Share
Market Leader : Have largest market
share,
maintain
competitive
advantage, keep learning basic needs of
customer  LG + Shinhan (merge)
Koomin
16%
Others
37%
Market Follower : Companies that not
directly opposed market leader but
following market leader strategies 
Hyundai Card
LG
16%
Market Niche : Companies that not
opposing market leader, instead the
company seeks small opportunities in
specific segment  Hyundai Card
“Black Card”
Samsung
12%
Shinhan
9%
Hyundai
10%
Koomin
LG
Samsung
Hyundai
Shinhan
Others

7. Hyundai card
at glance
Hyundai Card Ownership
Structure
5%
6% 3%
Hyundai Card Product
43%
Hyundai Card Market Share
32%
11%
General Electric
KIA Motor
Hyundai Motor
Hyundai Steel
KAMCO
Other
18.00%
16.00%
14.00%
12.00%
10.00%
8.00%
6.00%
4.00%
2.00%
0.00%
2002
2003
2004
2005
2006
2007
2008
2009
2010

8. Hyundai card
marketing strategy – Customer segmentation
Hyundai Card SEGMETATION
BEFORE 2012
Hyundai Card SEGMETATION
AFTER 2012

9. Hyundai card
marketing strategy – E- CRM
Design and gui upgrade
Online Themed malls
Collaborative fil
tering

10. Hyundai card
marketing strategy – promotion development
The GO LIVERPOOL PROJECT. IT SEND 4 KOREAN ROCK
BAND TO UK TO GET INTERNATIONAL EXPOSURE

11. Hyundai card
Segmentation
Segmentation  process to divide market into distinct subset of customer with similar needs and
characteristic that lead them to respond in similar ways to particular products offering and marketing program
Expanding social
and economic
forces
Important trend
toward micro
segmentation
Chance to Grow
Communication
to market
Different
customer needs
Heterogeneous market
How market is
segmented
Why segmentation is
needed

12. Hyundai card
Feature influence customer lifestyle in credit card
Cash Discount
industry
Interest Free Installment
Air Mileage Service
Point Cash
Pre Auto Finance Service
Alternative for Cash Payment
Payment in Domestic and Foreign Currency

13. Hyundai card
FUTURE STRATEGY
Innovative product design

14. Hyundai card
FUTURE STRATEGY
Extended use strategy