Abstract
Overview
Introduction
The premium card has been an ideal method of differentiating credit cards to
target several populations, primarily along the lines of income and wealth.
This report focuses on four countries: Australia, Hong Kong, New Zealand and
Singapore and how successful premium cards have been as a marketing tool.
Scope
- This report introduces the concept of premium cards and how successful the
strategy is in acquiring and retaining customers.
- This report estimates the market share of schemes and card types in
Australia, Hong Kong, New Zealand and Singapore.
- The report includes a detailed, country- specific analysis of the largest
issuers premium cards and the level of successful these strategies.
Highlights
The Australian consumer is very receptive to trends such as the current
low-rate card trend which has focused consumers' attention on interest rates.
The Australian public is likely to be receptive to an advertising campaign
that focused on prestige and exclusivity in a society that is increasingly
image conscious.
While the value of gold cards is diminishing in the Singaporean market, it is
inevitable that the value of platinum cards will also diminish. UOB is the
most adequately prepared issuer to tackle this demise. It has begun segmenting
the premium card market to incorporate its strategy of 'lifestyle aligning'.
Reasons to Purchase
- It includes estimates of market shares in terms of schemes and card type
in Australia, Hong Kong, New Zealand and Singapore.
- A detailed analysis of the premium cards offered by the major issuers in
Asia-Pacific region.
- Includes recommendations for issuers and schemes to incorporate into their
strategy for continued growth in premium card market
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