ColombiaMarketing Overview

Martha KrawczykVisa Marketing

Agenda

About Visa

Perspective on Colombia

Visa Colombia, S.A.

Marketing Strategies

New Visa Debit Campaign in Colombia

About Visa

VisionThe World’s Best Wayto Pay and be Paid

MissionAccelerate the Electronification of Commerce

Business Pillars

Products & ServicesBrandAcceptanceClientsProcessing

Visa Facts

4*As of June 30, 2011 Visa Inc. Corporate Overview.” Visa. Data as of June 30, 2011 (unless otherwise noted)

Visa Facts

World´s Most Admired CompaniesVisa ranked #1 Fortune´s Most Admired Companies “Consumer Credit Cards and Related Services” category.March 2012

Most Trusted Brand in Mobile PaymentsVisa voted #1 Most Trusted Brand in Mobile Payments in a study conducted by Ogilvy & Mather.

August 2011

Best Global BrandsVisa rises to 75th on the Best Global Brands list with a brand value of $4.5 billion – 12% greater than last year.October 2011

Fortune 500Visa ranked #297 out of America´s 500 largest corporations and #2 within the financial services category.

May 2011

About Colombia

• Showing steady improvement. World Bank Ranking: 42nd out of 183 economies (ease of doing business)

• Foreign direct investment could reach $14.5B in 2012 (9.8% growth from last year)

• United Nations report ranked Colombia 4th in Latin America for direct investment

• Free Trade Agreements with the US and other trade deals in the works with the European Union and Korea

Colombia a new Touristic Destination• Improvements on Security

• Luxury Travel Market grows

• Boost of Business Tourism

Positive economic outlook, increased international trading and diversification of the economy

Source: OMD Analysis - Euromonitor

A New Visa Colombia

Strategic Market for Visa Inc.

• 4th Largest Economy in the Region• Inflation under control• Current Political and Social stability• Accelerate the adoption of Electronic Payments• Expansion of Financial Institutions outside Colombia• Growth of Visa Electronic Portfolio (Credit, Debit and Commercial)• Part of Visa International market growth strategy• Opportunity to expand our Acceptance Network• Increase presence of the Visa Brand locally• Continue strengthening our Leadership Position

PremiumMake Visa Platinum

and Infinite the preferred payment

method

Marketing Strategies

DebitIncrease awareness

of Visa Debit’s superior convenience

vs. cash

Cross ProductIncrease UsageCross BorderIncrease Usage Outbound and

Inbound

CommercialDrive Issuance

and Usage

Debit Business Context

Payment Volume%

Marketing StrategyBusiness Objective

Grocery 22%

Ent./FoodFuel

Other RetailTravel

Services

Other

MCC

6%6%

10%4%15%

37%

100 100

Cash

Card

CheckOther

Competitor

66%

15%

13%5%

Target everyday purchases in Supermarkets, Gas Stations and Restaurants/Fast Food

• Increase awareness of Visa Debit’s superior convenience vs. cash

Issuing Acceptance

Activation Usage

“Jorge” If you go to the ATM to withdraw cash and wait in line, like “Jorge”, you could miss a lot of things.

Pay directly with Visa Debit and keep on moving

Top Trends for Colombia

Retail Business Expansion

A Digital Colombia

Conscious Consumers

Ecommerce Development

• Life is Digital• Smart phones penetration• Social Networks

• Modern and Sophisticated• Expansion to other cities• International players

• More access• Better options

Thank you!