JCB is not as popular as VISA and Mastercard in Hong Kong. It's more a credit card accepted in Japan. JCB stands for Japan Credit Bureau and it's a Japanese brand of credit card. It's not easy for it to win over VISA and Mastercard where both of them are much more international. Here BEA is trying to position it as the credit card for Japanese dinning and spending at Japanese shops, locally in HK. The positioning is clear and specific and the thinking is appreciated. There may be many Japanese food and merchandise lovers out there but it is still a long way to build this positioning in the mind of the consumers with more effort in merchant line-up and A&P. The fact is that consumers look for wide acceptance and varieties of offers in credit cards.
JCB is not as popular as VISA and Mastercard in Hong Kong. It's more a credit card accepted in Japan. JCB stands for Japan Credit Bureau and it's a Japanese brand of credit card. It's not easy for it to win over VISA and Mastercard where both of them are much more international. Here BEA is trying to position it as the credit card for Japanese dinning and spending at Japanese shops, locally in HK. The positioning is clear and specific and the thinking is appreciated. There may be many Japanese food and merchandise lovers out there but it is still a long way to build this positioning in the mind of the consumers with more effort in merchant line-up and A&P. The fact is that consumers look for wide acceptance and varieties of offers in credit cards.
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