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Visa Sponsorship Case Analysis
Transcript of Visa Sponsorship Case Analysis
Research and Development
Overview of the Case
First Modern Bank Credit Cards (1950s)
By Jared Austin and Annemarie Blanco
Internal Strengths and Weaknesses
External Opportunities and Threats
Tactics- Movement in Markets
Visa's Brand (1970s)
Olympic Games Partnership
Economic and Technological Forces
Review at International Headquarters
So what has Visa done since 2002?
Strengths and Weaknesses
Visa continues to be the global leader in retail electronic payments.
Evolution of Mission Statement
"Be the best way to pay and be paid"
"for everyone, everywhere"
Appointed new CEO Charles Scharf in 2012.
In 2008, Visa transitioned from a membership based organization to a publicly traded company.
Racking in $17.9 Billion in capital, it became the largest Initial Public Offering in US History at the time.
New Business Model
The transition to IPO changed internal company structure creating a 'centralized marketing structure.'
High Profile Sponsorships
Since 2002, Visa has maintained official sponsorship with the Olympic Games, Paralympic Games, FIFA and NFL.
Athletes First Mentality
Creation of Team Visa Athlete Program
An educational video game with corresponding curriculum that teaches children the importance of financial responsibility.
The 2008 Beijing Olympics brought the introduction of real-time congratulatory marketing campaigns.
The campaign focus for the 2014 Sochi Games was user experience.
The 2014 Sochi Games also featured the first socially driven real-time congratulatory campaign with the Team Visa Mosaic.
Other examples of Visa's creativity include the NFL Fan Offers Program and FIFA Football Experience.
Globalization through the Olympic Games
2008 Beijing Games
2010 Vancouver Games
2014 Sochi Games
TAGLINE: GO WORLD
TAGLINE: Everywhere You Want To Be
Key Market Changes
Emphasis on digital marketing platforms
2014 Sochi Games
Paid search campaign
Social media success
Technological and marketing innovations
Visa vs Genesco
Expanding electronic market
Where do you think Visa has excelled and where have they faltered since the Case study?
What sport markets do you think Visa should tackle next?
THank You FOr Listening!
What is your view of Shepard's management style?
Would you be more inclined to use the Visa brand knowing they sponsor the Olympic Games?