Driving Credit Card Strategies by Providers (Maybank, BBVA, Banorte, and Ziraat Bankasi), Competitor Overview and Future Implications
Summary
This report discusses four credit card providers (Maybank, BBVA, Banorte, and Ziraat Bankası) who have each made significant gains in their respective market shares over the past 10 years. The strategies followed by each of these banks are analyzed and common trends identified, with the aim of providing an understanding of the types of products and marketing that contribute to a successful credit card strategy.
Following 2008, the global economy has experienced more than a decade of low interest rates as governments looked to stimulate their faltering economies and boost investment. Mortgage interest rates have been at historic lows, and broadly speaking, credit of all kinds became cheap compared to previous decades. The four banks covered in this report made great use of the low interest rate environment over 2010–20 and were able to grow their credit card market shares organically without the need for acquisitions. Their performances provide a roadmap for how banks and financial institutions can position their offerings, ecosystems, and platforms to grow their entire business (or specific elements of it).
Scope
- All the banks covered in this report have developed strong digital banking platforms that have made banking services more accessible to customers previously underbanked in rural or nonurban areas.
- The most successful marketing campaigns have been prolonged, lasting many years and reaching wide audiences on a regular basis by being associated with sporting events and entertainment.
- Links with payments and ecommerce providers have allowed banks to increase their shares of credit card markets by both increasing customer exposure to their products and offering rewards tied to partners’ services (such as digital money to spend with a partnered ecommerce provider).
- Determine the factors that are critical to a successful overall credit card strategy.
- Improve your marketing approach by analyzing some of the most successful strategies implemented over the last decade.
- Develop an understanding of the credit card products that are likely to offer the best value proposition to customers.
- 1. Executive Summary
- 1.1 Market overview
- 1.2 Critical success factors
- 1.3 Competitor overview
- 2. Maybank (Malaysia)
- 2.1 Maybank recorded the strongest organic credit card growth in Malaysia over the review period
- 2.2 Maybank’s success can be attributed to new product releases that included innovative features and rewards
- 2.3 Maybank has focused on partnerships with global brands and tech companies to drive growth
- 3. BBVA (Spain)
- 3.1 BBVA recorded the strongest organic credit card growth in Spain over the review period
- 3.2 BBVA initiated a customer-centric strategy in 2010 to upgrade all its offerings
- 3.3 BBVA signed sponsorship deals with the Spanish football league and the US NBA to boost brand awareness
- 3.4 BBVA upgraded its digital capabilities to improve convenience as well as its understanding of customers
- 4. Banorte (Mexico)
- 4.1 Banorte recorded year-on-year growth across most of the review period
- 4.2 Banorte escalated efforts to succeed in the credit card sector post-2008 via various campaigns
- 4.3 Banorte revised its marketing strategy to highlight its status as a domestic bank
- 4.4 Banorte improved various aspects of its credit card offering in 2019
- 4.5 Banorte partnered with Rappi to launch a credit card
- 5. Ziraat Bankası (Turkiye)
- 5.1 Ziraat Bankası’s credit card market share accelerated post-2017
- 5.2 Ziraat’s sports sponsorships were not a source of growth for the bank
- 5.3 In 2017, Ziraat began to develop the dual-purpose Bankkart Card, which accelerated its market share growth
- 5.4 From 2019, Ziraat launched a range of services to help customers amid difficult economic conditions
- 6. Appendix
- 6.1 Abbreviations and acronyms
- 6.2 Methodology
- 6.3 Secondary sources
- 6.4 Further reading
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- List of Figures
- Figure 1: Year-on-year growth of Maybank’s credit card market share in Malaysia, 2010–20
- Figure 2: In Malaysia, Maybank has grown its credit card business faster than any local competitor
- Figure 3: Market shares across all product categories have grown for Maybank in Malaysia since 2010
- Figure 4: Maybank’s financial performance in Malaysia grew strongly across the review period
- Figure 5: BBVA’s credit card market share in Spain has flatlined since 2014
- Figure 6: In Spain, BBVA has grown its credit card business faster than any local competitor other than Santander (which did so via acquisition)
- Figure 7: BBVA’s credit card and mortgage shares have grown the most since 2010
- Figure 8: BBVA’s financial performance in Spain has worsened since 2010
- Figure 9: Banorte’s credit card market share in Mexico has grown consistently since 2012
- Figure 10: In Mexico, Banorte grew its credit card market share faster than any competitor
- Figure 11: Banorte’s market share grew steadily across most product segments in Mexico
- Figure 12: Banorte’s financial performance in Mexico has been strong since 2010, with operating costs growing at a slower rate than revenue
- Figure 13: Ziraat’s credit card market share in Turkiye has grown significantly since 2012
- Figure 14: Ziraat recorded strong credit card market share growth while its competitors struggled
- Figure 15: Ziraat’s personal loan and retail deposit market shares have shrunk
- Figure 16: Ziraat’s financial performance has been strong since 2014, but this growth has resulted in losses due to higher operating costs
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