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Harvard Fiserv Case

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Harvard Fiserv Case
Fiserv Case
Marketing stretegy MBA 2012-2013 - - - - - Valentino De Girolamo Eleonora Stentella Matteo Turchetti Vincenzo Di Lecce Filippo Antonio Pisano

Introduction
Goals to reach
• Make a good market segmentation to define how to invest and to which customers • Understand consumers perceptions and modify their approach to e-billing • Implement an effective communication strategy without increasing the budget and maximizing the results.

Customers definition
• Direct customers : billers and banks • Undirect customers: end users

Market potential and prevision
We estimate that the realistic market potential, in USA 2009, is 7.224.000.000 $ based on the fact that the onliners population is 86M • € 60.200.000,00 (70% of “online consumers”) use electronic bill payment • less then 20% use e-billing to watch bills (€ 17.200.000,00) • frequency (recive bill): 10 times a month MARKET POTENTIAL AS A WHOLE è OUR FUTURE GOAL:
Growth scenario: comparison between electronic payment systems and e-billing penetration. Trends assumptions according to first possible scenario after the new customization strategy.
120% 100% e-billing penetration

Penetration

80% 60% 40% 20% 0% e-billing penetration after new strategy (assumption of minimum scenario) electronic bill payment penetration

E2009

E2010

E2012

2004

2005

2006

2007

2008

E2011

10.320.000.000 $

Identification of clusters

Managerial evaluation of clusters range 1-5
E-Savvy Maximisers Self Improvers Convenience Seekers Desperates Paranoids

Attitudes

5/5 5/5 4/5 4/5
Score

3/5 5/5 5/5 5/5 18/20

4/5 4/5 4/5 2/5 14/20

2/5 2/5 4/5 3/5 11/20

1/5 1/5 4/5 3/5 9/20

1/5 1/5 4/5 1/5 8/20

Behaviors

Demographics

Size

18/20

Targeting the clusters
• E-Savvy
- - - - ( 19,7% market share of bank transactions ) Identified as possibile early adopters and pioneers Already users of financial software Seek fast and efficient ways
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