14 December 2007

Bank Asya reklamları ve rekabet avantajı


Kredi kartlarındaki yıllık ücret tüketicilerin ödedikleri görünmez bir bedeldi. Bütün bankalardaki uygulamanın aynı şekilde olması tüketiciyi “ niçin” sorusuna yöneltmiyor , bu konuda bir direnç oluşturmuyordu. Bank Asya reklamları bu konudaki açığı kullanarak , bu noktadan bir rekabet üstünlüğü sağlamaya çalıştı. Bu reklam, tüketicinin eleştirmediği , görünmeyen bu bedel üzerine bir tüketici bilinci oluşmasına sebep olacaktır.

Bu açık çoğu bankanın gördüğü, fakat maliyetinden dolayı kullanmadığı bir noktaydı. Bu reklamlar karşısında diğer bankalar bu açık üzerinden prim yapılmasına daha fazla müsaade etmeyeceklerdir. Diğer bankalarda da benzer uygulaları yakında göreceğimize emin olabilirsiniz.Ve bu nokta bir avantaj olmaktan çıkacak , diğer bankaların da uyguladığı , Bank Asya’nın başlattığı ve bankaların üzerine binen ek bir maliyete dönüşecektir.

Avantaj , durum eşitlendiğinde bir maliyete dönüşür.

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