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...