Live without fear - research-based consumer insight to create brand value and market share

ABN-AMRO wanted to launch a credit card in India but it was late into the market – the biggest four banks already accounted for 75% of the market.

Live Without Fear

Research-Based Consumer Insight to Create Brand Value and Market Share

V. Vasantha KumarABN-AMRO Bank N.V., India.

Sangeeta GuptaACNielsen ORG-MARG Pvt. Ltd, India.

Madhumita ChakrabortyACNielsen ORG-MARG Pvt. Ltd, India.

INTRODUCTION

The Context: A Crowded Market

In 2001 there were about five million credit cards in circulation in India (according to Visa International estimates). The actual customer base was lower, with a card per cardholder ratio of 1.35. Every major credit card company had a presence, with 13 issuing banks already present. The four big players – Citibank, Stanchart, Grindlays, SBI and HSBC – controlled 75%...

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