NHÓM 7

Tên thành viên

1. Nguyễn Thị Kiều Diễm (5387)
2. Nguyễn Thị Kiều Diễm (5388)
3. Trần Thảo Phương 
4. Phan Thị Anh Thư
5. Hoàng Ngọc Hải Yến

MiniCase (Chapter 3) Marketing dịch vụ

Smartphone manufacturers are now preparing their hardware for the next phase of the
‘all-inone’ converged device, by enabling mobile phones to securely store payment card
details that can be used, like a credit or debit card, to buy various goods and services at
the point of sale. As part of the consumer education process on emerging payment
technologies, MasterCard recently launched a television campaign series to promote its
contactless payment technology PayPass, which utilises near field communication (NFC)
technology as part of MasterCard’s ‘Priceless’ positioning strategy. The advertising
targeted busy professionals and high-income earners.
The ‘Tap & GoTM’ technology (similar to NFCenabled swipe cards) allows customers to
simply tap their enabled card on an electronic reader (as shown in the photo) to pay for
purchases under A$100 without the need to enter a PIN or provide a signature. A sense of
convenience and control is the benefit of this innovation, as customers can avoid having
to queue, remember a PIN number or wait to sign a credit slip at the point of sale.
MasterCard PayPass was initially launched in areas where speed, and therefore
convenience, was considered a determinant attribute, such as petrol stations, cafés,
supermarkets and convenience stores.
1. What other market segments do you think MasterCard should target? Why?
2. Do you think such an advertising campaign will alter people’s perceptions of the
MasterCard brand?

BÀI LÀM 

1. What other market segments do you think MasterCard should target? Why?

MasterCard should target to geographic segment and demographic segment

Geographic market segment: Mastercard should expand the market to other Asian
countries, because of the current economy of a number of Asian countries are thriving
such as Thailand, Taiwan,Vietnam. Because these countries have per capita growth, so
this segment is very reasonable to MasterCard aim to.
Market segmentation demographic: for those who do business as entrepreneur, CEO or
study abroad  because this type of card can pay and use abroad.

2.  Do you think such an advertising campaign will alter people’s perceptions of the
MasterCard brand? 
 
Mastercard's advertising campaign influenced the perception of people about the
Mastercard brand because MasterCard was the first to break the boredom of financial
lending with “Priceless”, a mid-90s campaign has become one of the most successful
repositioning steps in the history of the brand. Not only that, there is the function of 'Tap
& GoTM' Technology (similar to NFC-enabled swipe card) and MasterCard Paypass that
allows customers with a light touch, the payment will be processed instantly within
seconds. Besides, the Mastercard card is compact, convenient and easy to use. As for
security, Mastercard has very advanced security technology. Therefore, Mastercard cards
are widely used for travel because they ensure the safety of all transactions. That has
allowed millions of people to participate in the modern economy, benefiting themselves,
their families and communities.