Government Savings Bank
Government Savings Bank (GSB) was due to launch their new Mastercard credit cards. As a smaller player in the credit card sector, this was a good opportunity for the bank to launch competitive products and capture market share.
Services
- Consumer Research
- Focus Groups
- Questionnaires
- Market & Competition Research
- Product Strategy
- Creative Development
- Card Design
- Packaging Design
- Advertising Design
The bank needed a clear market positioning strategy, and what benefits should be provided to attract new customers. In addition, the existing set of credit cards needed to be adjusted to ensure complete product portfolio alignment.
Solution
In order to map out the right strategy for each card and how to segment the product portfolio, the first objective was to undertake market and consumer research to build up a picture of the market, the competition, and how consumers viewed the GSB brand.
LIQUID organized quantitative and qualitative research through focus groups and questionnaires, and executed comparative research on each credit card in the market. Through this, we were able to build up a clear picture of the credit card landscape in Thailand, and highlight gaps and opportunities for GSB to position their travel and online credit cards.
LIQUID organized quantitative and qualitative research through focus groups and questionnaires, and executed comparative research on each credit card in the market. Through this, we were able to build up a clear picture of the credit card landscape in Thailand, and highlight gaps and opportunities for GSB to position their travel and online credit cards.