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Visa Inc. 2017 Investor Day
The Power of the Visa Brand
Lynne Biggar
Chief Marketing & Communications Officer
The Power of the Visa Brand
• Visa has a category-leading brand in the U.S. and globally
• The Visa brand drives substantial value to clients, and to us
• Our partners amplify our brand investment
• We continue to evolve our brand and our programs to stay relevant today and in the digital world
The best way to pay and be paid, for everyone, everywhere
ConfidenceSecurityAcceptance Frictionless
66%Affluent**
68%
69%Non-Affluent**
69%Millennials**
68%Non-Millennials**
12%
16%
18%
17%
15%
Affluent**
Non-Affluent**
Millennials**
Non-Millennials**
16%
10%
6%
8%
10%
Affluent**
Non-Affluent**
Millennials**
Non-Millennials**
Credit/debit cardholder brand preference
Visa Has a Category-Leading Brand in the U.S…
U.S. Credit/Debit Cardholders are aged 18+ and own a credit/charge card and/or debit card. **Affluent have household income of $100,000 or more. Millennials are defined as aged 18-34. Question: Which of these brands of payment card (credit/charge/debit) do you most prefer? Please select one answer. Sources: Simmons National Consumer Study, Summer 2016, (Nationally representative sample of 800 re-contacts projected to a sample of 25,343 U.S. adult credit and/or debit cardholders aged 18+); Simmons Proprietary Research Study, Summer 2016.
Brand A Brand B
…and Globally
Source (all countries except UK, France, Greece): Brand Vitality Assessment (BVA) is an on-going quantitative survey commissioned by Visa and conducted by an independent research firm, FactWorks GmbH, among consumers age 18-70 (18-54 in China, Singapore, Hong Kong, Taiwan, South Korea) who have ever used any payment brand. Data collected in 2016. Sample size varies by country, with a minimum of 600 and a maximum of less than 4,000. The most preferred brand is defined as the brand that has received a score of 5, or a lower score that is higher than for any other brand. Source (UK, France, Greece): Brand Health Check is a quantitative survey commissioned by Visa Europe and conducted by an independent research firm, Millward Brown, among consumers age 18-64 who have a bank account. Data collected in 2016. Sample size is 400 per country. Question (all countries except UK, France Greece): Please indicate the extent to which you have a preference for each of these brands: 1. A brand I would never consider 2. A brand I would only consider if I had no choice 3. A brand I would consider 4. One of my favorite brands 5. I prefer this above all others [5 is exclusive and can only be chosen for one brand]. Question (UK, France, Greece): How likely are you to consider choosing each of these brands when you pay for something in person? By this we mean when you are physically in a shop, or any transaction that is not made using the internet: 1. It would be my first choice 2. I would seriously consider it 3. I might consider it 4. I would not consider it. If only one brand chosen as “It would be my first choice” otherwise ask: Which one of your first choices, if any, are you most likely to choose?
5.4x5.2x
4.7x
4.0x3.8x 3.7x
3.3x
2.8x 2.8x2.5x 2.4x 2.3x
2.0x1.7x 1.6x 1.6x 1.5x 1.5x
1.2x 1.2x 1.2x 1.1x 1.1x
Gre
ece
Pu
ert
o R
ico
Co
lom
bia
Can
ad
a
Bra
zil
Ch
ile
Mexi
co
Peru
Arg
en
tin
a
Au
stra
lia
Fra
nce
Co
sta R
ica
Jap
an
Do
m. R
ep
.
Ru
ssia
New
Zeala
nd
Taiw
an
7.1x
Ch
ina
So
uth
Ko
rea
Pan
am
a
9.4x
Ind
ia
Ho
ng
Ko
ng
Sin
gap
ore
UA
E
Multiple of Visa’s lead over next largest global payment network
in consumer brand preference
UK
6X
5X4X 4X
5X6X6X
12X
7X7X
Multiple of spend when Visa is most preferred
Brand Preference Links to Higher Share of Wallet
Footnote: Share of Wallet is defined as the average percentage that consumers reported spending on Visa when thinking about how much money they spent in the last month on the purchase of goods, services and regular monthly expenditures (excluding rent or mortgage payments). Source: Brand Vitality Assessment Survey (BVA) is an on-going quantitative survey commissioned by Visa and conducted by an independent research firm, FactWorks GmbH, among consumers age 18-70 (China 18-54) who have ever used any payment brand. Data shown is for 2016 calendar year. Question: Thinking about last month, approximately how much money did you spend on purchase of goods, services and regular monthly expenditures (excluding rent or mortgage payments)? Question: Thinking about the amount you entered above, what percentage did you spend using each of the following? Please provide your best estimate. Chart is not to scale. Does not include European region.
China Japan Canada Australia UAE Brazil Russia U.S. Mexico
Visa’s Brand Drives Value for Merchants
When Visa Signage is on U.S. Merchant Door, Consumers Are…
Source: 2016 Value of Visa Research, U.S., is a quantitative survey commissioned by Visa and conducted by an independent research firm, Ipsos LLC. The study was conducted in the United States in November, 2016. Note: Lift is relative to absence of signage.
more likely to think merchant is 2.6x reputable
more likely to an unfamiliar store1.9x enter
more likely to for repeat purchase2.2x return
Clients View the Visa Brand as a Differentiator
% Reporting Visa Brand Stronger Than Competition
Source: FY17 Visa Client Engagement Study. Q: How would you rate Visa compared to alternative network partners in [Strength of brand to cardholders]? 1 Much worse – 5 Much better. Note: figures above are sum of “4-Somewhat better” and “5-much better.” Sample: 1,070 FIs and 324 merchants.
76%Merchants
Financial
Institutions
79%
79%
Harness the Brand to Drive Outcomes – For Visa and For Clients
Past Olympics Rio 2016
Uber RioPoolBradesco Wearable Samsung Pay
Best Buy + Visa CheckoutUnited MileagePlus Co-Brand Costco Acceptance
Sponsorships Now Amplify Client Messages: Rio Olympics
Using the Brand to Drive Outcomes – For Visa and For Clients
Visa brand umbrella amplifies issuer marketing actions in India
Growth of Digital Spend (U.S. Example)
30%
55%
2013 2017
Brand Presence is Increasingly Delivered Digitally
Source: Visa financial results FY13. Visa financial predictions FY17. Note: Traditional media includes TV, radio, print, out-of-home signage. Digital media includes online/internet, search and social.
30%
>50%
Storefront
Our Brand Extends as Point of Sale Evolves…
eComm / mComm
In Store Mobile Pays
…and Will Continue to Transform for the Future
In Home On the Go
On the Road On You
This presentation contains forward-looking statements within the meaning of the U.S. Private Securities Litigation Reform Act of 1995
that relate to, among other things, our future operations, prospects, developments, strategies, business growth and financial outlook.
Forward-looking statements generally are identified by words such as "believes," "estimates," "expects," "intends," "may," "projects,"
“could," "should," "will," "continue" and other similar expressions. All statements other than statements of historical fact could be
forward-looking statements, which speak only as of the date they are made, are not guarantees of future performance and are subject to
certain risks, uncertainties and other factors, many of which are beyond our control and are difficult to predict. We describe risks and
uncertainties that could cause actual results to differ materially from those expressed in, or implied by, any of these forward-looking
statements in our filings with the U.S. Securities and Exchange Commission, including our Annual Report on Form 10-K for the year
ended September 30, 2016 and our subsequent reports on Forms 10-Q and 8-K. Except as required by law, we do not intend to update
or revise any forward-looking statements as a result of new information, future events or otherwise.
***
Note: All brand names and logos are the property of their respective owners, are used for identification purposes only, and do not imply
product endorsement or affiliation with Visa. With the exception of slide titled “Acceptance Penetration Drives PCE Penetration,” PCE is
defined as Purchase PCE (does not include non-financial transactions).
Forward-Looking Statements