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Capital One s profit per card is $16 The equation is shown below X X X X Profit per card sold (Revenue per card) $30 $16 [($020 60) (expense per card) $200]
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Probing question: Is this equation complete Is there anything big missing from this picture The thing that we haven t considered yet is marketing costs (In reality, we haven t considered several things, but the lack of marketing expense has the biggest impact by far) Basically, it will cost Capital One some money to tell our customers about the phone card offer, but we didn t include any of that expense in the preceding equation But how should we market this product There are several different distribution channels we could use Statement inserts Little slips of paper we put inside customers monthly statements, which they return to us when they mail us their payments Statement messages A line or two of text typed on the remittance stub of each statement (the part a customer rips off and mails back with the check) It might say something like, Check this box if you would like to purchase a Capital One phone card, good for 60 minutes of long distance calling, for only $30! Bangtails Slips of paper that are attached to the backs of the envelopes that customers use to mail in their payments If the cusomers are
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interested in the product, they can rip off the stubs and put them inside the envelopes Direct mail We could send our customers a letter separate from their monthly statement describing the phone cards in detail Outbound telemarketing We could place telephone calls to our customers describing the cards and asking them if they would like to purchase one Please take a few moments to think about the distribution channels above How are they similar How are they different What factors would be most important in determining which distribution channel you should use In other words, what additional information would you need to know about each channel to decide which is best For the purposes of this case, you do not need to think about all the variables for every distribution channel just try to think of the two main variables that apply to all of them The two most important factors you need to consider are cost and response rate Cost It is easy to see that cost will vary a lot depending on what distribution channel we decide to use For example, with outbound telemarketing, we have to pay the salary of the telemarketer plus the cost of the call (or outsource the job to a professional telemarketing firm, which isn t cheap, either) If we decide to use direct mail, we will need to pay the cost of printing the letter and other marketing materials, plus the envelope, plus the postage On the other extreme, if we decide to go with statement questions, then it costs us nothing we already print statements anyway, and we have automated scanners to capture the responses Response rate The percentage of customers we solicit who decide to purchase the phone card will vary considerably as well And as we might suspect, cost and response rate are often positively correlated the more a marketing effort costs, the more people respond to it, and vice versa For example, a lot of people might respond to a directmail solicitation, but far fewer would respond to the statement question After all, it s hard to miss a letter in your mailbox, but customers
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could easily overlook a line or two at the bottom of their statement Plus if we send out a letter, we have a lot of room to include persuasive text and beautiful photos discussing the benefits of the phone card, but if we decide to go with a statement question, we have only two short lines of text to make the sale Having more space and flexibility to promote the product would have a big impact on what percentage of people choose to buy it There are lots of other factors you might have thought of that also deserve consideration A few are outlined briefly below: Time to market It takes a lot more time to use some of these channels than others If we thought other companies were going to increase their marketing of phone cards in the near future, we might decide to use a channel that gets us to market fastest Operational impact To get things going, one channel might take a few hours of a single person s time, whereas another channel might require us to mobilize an entire department for a week Although this sort of implication can be included in the cost consideration above, it is also valuable to consider it separately Customer perception and preference Some customers don t like receiving telemarketing calls, so we need to consider this when formulating our marketing campaigns Probing question: Assuming 60-minute cards must sell for $30, what response rate would be required to break even on the insert Hint: Breaking even means that you neither gain money nor lose money on a project your total profit is $0 The breakeven point for a given variable is a very useful figure in business since it tells you the point when you start making (or losing!) money There are a number of different ways you could have chosen to solve this problem, but the answer is the same no matter which way you do it
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