Co-Branded Credit Card Market
May 1, 1995
105 Pages - Pub ID: LA367
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Abstract Table of Contents Search Inside Report Related Reports

  1. Introduction
    Scope of Report
    Purpose of Study
  2. The Products
    Types of Cards
    • Many Types of Plastic
    • Multipurpose Cards
    • Single-Purpose Cards
    • Charge Cards
    • Credit Cards
    • Bank Cards
    • Debit Cards
    • On-Line Debit Cards
    • Off-Line Debit Cards
    • Secured Cards
    • Commercial Cards

    Co-Branded and Affinity Cards
    • Co-Branded Similar to Affinity Cards
    • Affinity Cards
    • Co-Branded Cards
    • Comparison of Affinity Cards and Co-Branded Cards
    • [Chart] Comparison of Affinity Cards and Co-Branded Cards

    Credit Card Industry Structure
    • Definition of Payment Systems
    • Examples of Payment Systems
    • MasterCard and Visa Payment Systems
    • Issuing Banks
    • Acquirers
    • Co-Branders

    History of Credit Cards and Co-Branded Cards
    • Early Credit Cards
    • Introduction of Multipurpose Charge Cards
    • Introduction of Multipurpose Credit Cards
    • Bank Card Growth
    • Affinity Cards
    • Early Co-Branded Cards
    • Rapid Growth of Co-Branded Cards

    Types of Co-Branded Programs
    • Industry Segments
    • Conversion Programs
    • Start-Up Programs

    Benefits of Co-Branding
    • Co-Branding Benefits Three Constituencies
    • Consumer Benefits
    • Bank Benefits
    • Co-Brander Benefits
  3. The Market
    The U.S. Card Market
    • Total Cards
    • [Graphic] Total Credit and Charge Cards (1990-1994)
    • Types of Cards
    • [Graphic] Number of Cards: By Product Type (1994)
    • Card Spending
    • [Graphic] Total Spending on U.S. Credit & Charge Cards
    • (1990-1994)
    • Spending By Type of Product
    • [Graphic] Credit and Charge Card Spending:
    • By Product Type (1994)
    • Type of Credit Card Receivables
    • [Graphic] 1994 Revolving Credit Market Share
    • Credit Card Receivables of Top Four
    • [Graphic] U.S. Credit & Charge Card Receivables (1990-1994)
    • Bank Cards
    • [Graphic] Total U.S. Bank Cards (1990-1994)
    • Bank Card Receivables
    • [Graphic] U.S. Bank Card Receivables (1990-1994)
    • Co-Branded Cards
    • MasterCard Co-Branded Programs
    • [Graphic] MasterCard Co-Branded Programs (1989-1994)

    Trends Affecting the U.S. Card Market
    • Economic Trends
    • Total Consumer Debt
    • [Graphic] Total Consumer Credit as a Percentage
    • of Personal Disposable Income: 1984-1994
    • Interest Rates
    • [Graphic] Effective Federal Funds Rate Federal
    • Reserve Bank of New York: 1984-1994
    • Demographics
    • Marketing Programs
    • Industry Consolidation
    • Computer Modeling and Market Segmentation
    • Card Utility

    Projected Market Growth
    • Total Cards
    • [Table] Multipurpose Credit and Charge Card Growth
    • Co-Branded Cards
    • [Table] Co-Branded Credit Card Growth
  4. The Marketers
    The Marketers
    • Introduction

    General Purpose Credit Card Marketers
    • National Brands
    • [Graphic] Market Share of Top 5 Brands (1994)
    • Bank Card Associations
    • Banks
    • [Graphic] Bank Card Market Share
    • [Table] Top 50 Bank Card Issuers

    Co-Branded Credit Card Marketers
    • Bank Card Associations
    • Banks
    • [Table] Active Co-Branding Banks
    • Co-Branders
    • [Chart] Selected Co-Branders and Their Participating Banks
    • Major Co-Branded Programs
    • AT&T Universal Card
    • [Chart] Number of AT&T Universal Card Accounts
    • General Motors
    • [Chart] Features of the General Motors Cards
    • [Chart] Number of GM Card Accounts
    • Shell Oil

    Co-Branded Marketing
    • Marketing Objectives
    • Direct Mail
    • Telemarketing
    • Take-Ones
    • Co-Brander Channels
    • Advertising
    • Activation
    • Retention

    Co-Brander Added Value
    • Rebates
    • Rebate Structure
    • Rebate Redemption
    • Rebate Amount
    • Rebate Examples

    Pricing Trends
    • Pricing Overview
    • Annual Fee
    • Interest Rates
    • Types of Interest Rates
    • Interest Rate History
    • Tiered Interest Rates
    • Current Interest Rates
    • Examples of Current Pricing
  5. The Consumer
    Ownership and Use of Any Card
    • Have or Use Any Card
    • Use Card
    • Impact of Gender on Card Ownership and Use
    • [Table] Card Ownership and Usage, by Gender
    • Age
    • [Table] Have or Use Card, by Age
    • Household Income
    • [Table] Have or Use Card, by Income
    • Education
    • [Table] Have or Use Card, by Education
    • Occupation
    • [Table] Have or Use Card, by Occupation
    • Marital Status
    • [Table] Have or Use Card, by Marital Status
    • Geography
    • [Table] Have or Use Card, by Region of Country
    • Race
    • [Table] Have or Use Card, by Race

    Ownership and Use of Cards by Type
    • Single Purpose Card Ownership
    • [Table] Single Purpose Card Ownership
    • Multipurpose Card Ownership
    • [Table] Multipurpose Card Ownership
    • Visa Standard Card Demographics
    • [Tables] Have or Use Standard: Visa Card,
    • by Age
    • by Income
    • by Education
    • by Occupation
    • Visa Gold Card Demographics
    • [Tables] Have or Use Gold Visa Card,
    • by Age
    • by Income
    • by Education
    • by Occupation
    • Standard MasterCard Demographics
    • [Tables] Have or Use Standard MasterCard,
    • by Age
    • by Income
    • by Education
    • by Occupation
    • Gold MasterCard Demographics
    • [Tables] Have or Use Gold MasterCard,
    • by Age
    • by Income
    • by Education
    • by Occupation
    • Discover Card Demographics
    • [Tables] Have or Use Discover Card,
    • by Age
    • by Income
    • by Education
    • by Occupation
    • American Express Green Card Demographics
    • [Tables] Have or Use Green American Express Card,
    • by Age
    • by Income
    • by Education
    • by Occupation
    • Gold American Express Card Demographics
    • [Tables] Have or Use Gold American Express Card,
    • by Age
    • by Income
    • by Education
    • by Occupation
  6. Developing A Co-Brand Program
    Co-Branding Development Participants
    • Different Types of Participants
    • Co-Brander
    • Financial Institution
    • Bank Card Associations
    • Third Party Processors
    • Independent Consultants

    Phase I: Business Strategy
    • Co-Brander Strategic Objectives
    • Co-Brander Marketing Objectives
    • [Table] Co-Brander Marketing Objectives
    • Financial Requirements
    • Informational Requirements
    • Bank Strategic Objectives
    • Profitability Hurdles
    • Marketing Objectives
    • Risk Management
    • Program Control
    • Bank Identity
    • Product Strategy
    • Market Potential

    Phase II: Concept Development
    • Competitive Assessment
    • Customer Analysis
    • Product Design

    Phase III: Bank Selection
    • Bank Selection Overview
    • RFP Requirements
    • Bank Selection Criteria
    • [Table] Scoring Model For Bank Selection
    • Bank Selection Time Frames
    • Risk/Reward Arrangements
    • Co-Brand Program Benefits
    • Co-Branded Program Risks
    • Alternative Risk/Reward Arrangements
    • [Chart] Alternative Risk/Reward Arrangements Common Mistakes

    Phase IV: Planning and Implementation
    • Business Objectives
    • [Chart] Business Objectives of Co-Branded Credit Card Programs
    • Roles and Responsibilities
    • [Chart] Roles and Responsibilities Matrix
    • Role of the Bank
    • Role of Co-Brander
    • Examples of Different Roles and Responsibilities Arrangements
    • Airline Co-Branded Card
    • [Chart] Responsibilities Arrangement
    • Telephone Co-Branded Card
    • Automobile Co-Branded Card
    • Brokerage Co-Branded Card
    • Marketing Plan Components
    • Value-Added Support
    • Back-Office and Processing Support
    • Database Development
    • Post-Launch Activities
  7. Other Aspects Of Co-Branding
    Other Types of Co-Branded Cards
    • Gold Cards
    • Secured Cards
    • Commercial Cards
    • Debit Cards

    Credit Card Economics
    • Importance of Economics
    • Three Economic Factors
    • Profit Drivers
    • [Chart] Profit Drivers
    • Typical P&L
    • [Table] Bank Card P & L

    Store Card Programs
    • Different Perspective
    • Unique Considerations
    • Plastic Credit Options
    • [Table] Type of Credit Offered
    • Importance of Credit
    • Store Cards Support Marketing Objectives
    • Store Card Marketing Programs
    • [Table] Marketing Programs
    • Cost of Credit
    • [Table] Cost of Credit
    • Concerns of Store Card Managers

    International Co-Branding of Credit Cards
    • Applicable Outside the U.S.
    • Lagging Behind the United States
    • International Co-Branded Programs.
    • Expansion of U.S. Programs

    Co-Brander Market Research
    • Overview
    • Co-Branding Business Objectives
    • Disadvantages of Co-Branding
    • Desired Program Features
    • Desired Bank Attributes
    • Research Conclusions

    Appendix I: Co-Brander Survey And Results
    • Co-Brander Survey Questionnaire
    • Survey Response Details

    Appendix II: Sample Applications Of Co-Branded Programs
    • Airlines
    • Auto Related
    • Brokerage
    • Computer
    • Petroleum
    • Hotel
    • Miscellaneous
    • Retailers
    • Supermarkets
    • Sports
    • Telephone
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