Vision Communications
|
|
Global Marketing Strategy - The global market is an elusive and difficult market to please, and only some product categories can achieve global power. Visa already has a global base that can be built upon to reflect its internet abilities. The
internet is often viewed as complex and unsafe. Many people believe that if they
use their credit card over the Internet then someone else will be able to get
their credit card number and use it. Visa can solve this problem with its
advanced security options, especially its Secure Electronic Transaction (SET)
protocol that authenticates both the cardholder and the merchant. Now this
information needs to be created into an effective message to the audience that
will convey the message in a simple manner. The
message must also be able to be recognised across the world, and so the entire
campaign must be image based. The campaign the creative team developed was based
on passports, and although the advert is illustrated in Creative
Solutions, the basis on the passport allows the campaign to have a global
reach. Basically everyone who would consider using Visa at some point all over
the world, that is people who are Visa’s target audience, would understand the
image of a
passport. Visa has to cater its marketing strategy to six large regions, each with a myriad of languages, cultures and traditions. With a strong integrated marketing campaign, Visa can influence and inform its target audiences that Visa is the card to use for on-line transactions.
|
