Marketing Transformation at Mastercard

Sunil  Gupta; Srinivas K. Reddy; David  Lane

Case | HBS Case Collection | March 2017 (Revised September 2017)

Marketing Transformation at Mastercard

by Sunil Gupta, Srinivas K. Reddy and David Lane

Abstract

Since 2013, Mastercard CMO M.V. Rajamannar (Raja) had transformed the firm's marketing by using unique experiences, digital technology, and social media to intensify linkages not only with cardholders, but also with Mastercard's direct bank and merchant stakeholders. Building on its influential but dated "Priceless" advertising campaign, Raja refocused Mastercard on four "Priceless Possibilities" that engaged cardholders directly in unexpected and sometimes unique opportunities reflecting their passions. The result was increased brand differentiation and deeper collaborative ties between Mastercard and its bank and merchant partners.

Keywords: Mastercard; financial services; ingredient brand; B2B2C; experiential marketing; digital marketing; ROI; Marketing; Customer Focus and Relationships; Business and Stakeholder Relations; Brands and Branding; Online Technology; Investment Return; Financial Services Industry;

Language: English

Format: Print

13 pages

Educators Purchase

Citation:

Gupta, Sunil, Srinivas K. Reddy, and David Lane. "Marketing Transformation at Mastercard." Harvard Business School Case 517-040, March 2017. (Revised September 2017.)

Case | HBS Case Collection | March 2019

DayTwo: Going to Market with Gut Microbiome

Ayelet Israeli and David Lane

DayTwo is a young Israeli startup that utilizes research on the gut microbiome and machine learning algorithms to deliver personalized nutritional recommendations to its users in order to minimize blood sugar (glycemic) spikes after meals. After a first year of trial rollout in Israel, CEO Lihi Segal and her team are devising a go-to-market plan for DayTwo. The team is considering several target markets ranging from people with diabetes to professional athletes, as well as several distribution strategies including selling direct to consumers or through partnerships with health-care professionals or insurance companies. These decisions affect DayTwo's costs, pricing, positioning, distribution channels, marketing efforts, and product development.

Keywords: Start-up growth; Startup; positioning; targeting; go to market strategy; B2B2C; B2B vs. B2C; health ＆ wellness; AI; Machine learning; female ceo; female protagonist; science-based; science and technology studies; ecommerce; Applications; DTC; direct to consumer marketing; US health care; ＂USA,＂; innovation; pricing; Business growth; Segmentation; Distribution Channels; Growth and Development Strategy; Business Startups; Science-Based Business; Health; Innovation and Invention; Marketing; Technology; Business Growth and Maturation; Health Industry; Technology Industry; Insurance Industry; Information Technology Industry; Food and Beverage Industry; Israel; United States;