Begin as an Express shipping company

Grew into a traveller service company

In 1891 created the first internationally accepted "Travellers Cheque"

Evolution of card begins!!

First CREDIT CARD

Issued first charge card in 1958.In 1967 1/3 of the total profit came from its charge card business.60's and 70's stepped up its marketing efforts.

In 1970’s

1974 BlueBox Logo appear

American Express was perceived as a status symbol. 80's it expanded into financial categories

New Ad campaign begins!

90's New Ad campaign "Do More" was launched. Small Business Services division as"Open: The Small Business Network"

“Small business owners are fundamentally different from people who work for large companies"

Continued membership rewards program

Credit Card Revolution

Blue

Centurion Black

Competitors?

Scored a huge legal victory against Visa and Master card

in 2007 which acquired them

26 million more customers

Two New Marketing Campaigns??

"My life, My Card"

https://youtu.be/JOhDo2ZoOig

"Are you a Cardmember"

https://www.youtube.com/watch?v=B7t3L7SfYkE

Global economy collapse in 2008 - 2009 resulted in dumped financial results. Stock price fell 64%.

Changed its core strategy of who they targeted.

15th "Most Valuable Brand in the World"

One of the top 30 "Most Admired Companies"

"Top 5MostPopular Cards from 2009"

PlatinumPreferred Rewards Guest Credit CardStar word Preferred Guest Credit Card

Gold Delta Sky Miles Credit Card

Preferred Reward Green Card

Platinum

Star word Preferred

Guest Credit Card

Gold Delta Sky

Miles Credit Card

Preferred Reward

Green Card

Q1. Evaluate American Express in terms of its competitors. How well is it positioned? How has it changed over time? In what segments of its business does American Express face the most competition?

American Express is well positioned because it has been around longer then its competition. It has evolved over time and become a larger known brand and been used by more consumers. It faces the most competition by the other Credit card companies when it comes to how much they charge and who can get the cards that they are offering.

Q2. Evaluate American Express integration of its various businesses. What recommendations would you make in order to maximize the contribution to equity of all its business units? At the same time , is the corporate brand sufficiently coherent?

They are doing good at integrating all of their businesses. They have credit cards for the wealthy and the middle class. They offer a lot of help for small businesses which is a big brand for them. They need to concentrate on keeping up with all small businesses and get some more corporate companies since corporations will bring in a lot of business.

Q3. Discuss the company's decision to grow beyond its core affluent consumer base. What did this do for the company and the brand?

By deciding to grow out of what they were originally targeting, American Express got new consumers. They got the small businesses and that's what they needed. There are more small businesses now then there were before. This has helped them to get the new consumers and by offering rewards this also helps them with their consumers. The brand is now more then ever known and wanted.

SUMMARY• American express journey• Evolution of card begins• New Ad campaign begins• Credit Card Revolution• Two New Marketing

Campaigns• Case Study

https://www.tumcgreenville.comhttps://www.youtube.com/watch?v=B7t3L7SfYkEhttps:// images.google.comhttps:// www.beser20.de/englishhttps:// www.shutterstock.comhttps://Americanexpress.co.uk/potentialhttps;//www.delcampe.nethttps://Imgflip.com

CREDITS

DISCLAIMER

These slides were created by Lakshmi Ayyappan (PSG TECH Coimbatore) as part of an internship under the guidance of Prof. Sameer Mathur (IIM Lucknow)