Alliances & Tactical Campaigns

POST REVIEW

June 27, 2019

© Bank Alfalah (Confidential)

Key Highlights (Ramadan & Eid Campaigns)
 31 Alliance partners were signed for Ramadan and 35 for Eid in 2019.

 In totality a spend of PKR 15Mn was generated against Ramadan Alliances and PKR 18Mn against Eid
Alliances for Debit & Credit Cards.

 Unique customer count for Ramadan Campaign is 4,724 with a first time user count of 3,245.

 Unique customer count for Eid Campaign is 6,186 with a first time user count of 5,842.

 Customers were communicated regarding the offers through SMS, Social Media & Alfa Push
Notifications.

 Advance Analytics was involved and for the first time Location based notifications were sent to
customers through Alfa.
Campaign Spend Summary
Ramadan

Card Type 2019 SPLM SPLY % Increase SPLM % Increase SPLY

Credit Cards 11,592,149 6,182,589 4,414,026 87% 163%

Debit Cards 3,699,733 3,096,700 3,386,732 19% 9%
Total 15,291,882 9,279,289 7,800,758 65% 96%
Eid

Card Type 2019 SPLM SPLY % Increase SPLM % Increase SPLY

Credit Cards 12,487,847 2,945,918 7,761,286 324% 61%

Debit Cards 5,548,361 2,188,993 2,111,790 153% 163%
Total 18,036,208 5,134,911 9,873,076 251% 83%

 In totality a Spend of PKR 33Mn was generated against Ramadan & Eid Tacticals for Debit & Credit
Cards

 % Increase from Same Period Last Month (SPLM) is 158%

 % Increase from Same Period Last Year (SPLY) is 90%

Spend comparison - 2018 Vs 2019
Credit Card Festival Alliances Campaign Analysis
2019 2018 Var. (Rs.) Var. (%)
Ramzan Alliances Spend 11,592,149 7,735,778 3,856,370 50%
Eid Alliances Spend 12,487,847 10,846,646 1,641,200 15%
Total 24,079,995 18,582,424 5,497,571 30%

Debit Card Festival Alliances Campaign Analysis

2019 2018 Var. (Rs.) Var. (%)
Ramzan Alliances Spend 3,699,733 1,502,951 2,196,782 146%
Eid Alliances Spend 5,548,361 1,473,745 4,074,616 276%
Total 9,248,093 2,976,696 6,271,398 211%

 A spend of PKR 24Mn is generated against Credit Cards with a 30% increase from last year.

 A spend of PKR 9Mn is generated against Debit Cards with a 211% increase from last year.
Unique Customer Summary
Ramadan Unique Customers
First Time
Card Type 2019 SPLM SPLY % Increase SPLM % Increase SPLY
Users
Credit Cards 3,608 2,193 1,879 1,253 92% 188%
Debit Cards 1,116 1,052 1,105 730 1% 53%
Total 4,724 3,245 2,984 1,983 58% 138%
Eid Unique Customers
First Time
Card Type 2019 SPLM SPLY % Increase SPLM % Increase SPLY
Users
Credit Cards 4,503 4,188 981 2,393 359% 88%
Debit Cards 1,683 1,654 619 545 172% 209%
Total 6,186 5,842 1,600 2,938 287% 111%

 In totality 4,724 customers benefited from Ramadan Campaign out of which 3,245 customers were
first time users on partner merchants.

 Total unique customers benefiting from Eid Campaign are 6,186 with first time user count as 5,842
First Time Select Merchant User - Vintage Summary
Credit Card Debit Card
Year
Ramadan Eid Ramadan Eid
1995 3
2000 1
2001 2
2002
2003
5
249
15
546
3
3
2
4
 85% of first time credit card users belong to vintages
2004 195 400 9 17 from 2003-2007 & 2015-2019
2005 150 270 11 29
2006 141 216 17 29
2007 102 168 20 30  54% of first time Debit Card users belong to accounts
2008 63 117 19 31
2009 3 14 20 40
opened in 2016-2019
2010 58 159 24 50
2011 15 31 36 80
2012 27 48 38 79
2013 47 90 87 124
2014 79 204 89 128
2015 134 270 87 149
2016 183 346 153 187
2017 217 402 167 258
2018 320 529 197 290
2019 205 363 118 125
Grand Total 2,193 4,188 1,102 1,654
 Credit Card Ramadan Campaign – Paid Partners Summary
Cost of Alliance Spend to Cost
S. No. Merchant Classic Gold Platinum Titanium Ultra Total SPLM % Increase SPLM
(estd.) Ratio
1 KFC 1,287,444 719,175 342,132 83,340 159,145 2,591,236 1,572,172 65% 1,295,618 2
2 PF Chang’s 17,368 173,112 807,212 58,317 1,056,009 303,739 248% 223,368 5
3 Charcoal 289,139 210,147 286,654 50,985 33,373 870,298 277,811 213% 261,089 3
4 Café Aylanto - DHA 2,440 24,668 625,076 18,236 - 670,420 478,462 40% 167,605 4
5 Sajjad Restaurant 68,454 260,966 214,966 45,503 7,943 597,832 14,999 3886% 179,350 3
6 DelFrio 70,717 103,360 120,618 9,272 2,662 306,629 45,570 573% 27,597 11
7 BBQ Tonight 27,307 23,277 240,813 11,746 303,143 516,987 -41% 90,943 3
8 Wasabi - 37,886 183,035 3,808 - 224,729 51,986 332% 47,193 5
9 Cocochan 2,543 41,444 179,151 - - 223,138 248,177 -10% 20,082 11
10 Marcel Restaurant 18,422 26,417 138,274 7,004 - 190,117 73,650 158% 30,419 6
11 Gloria Jeans - F-7 23,105 54,172 64,639 2,848 11,800 156,564 224,857 -30% 23,485 7
12 Bamboo Union 11,223 20,222 98,519 - 10,015 139,979 76,203 84% 20,997 7
13 Tuscany Courtyard - 27,923 99,947 696 - 128,566 93,682 37% 32,142 4
14 Bella Vita 9,865 4,618 26,068 4,096 - 44,647 25,284 77% 4,018 11
15 Table Talk - 4,600 19,733 - - 24,333 21,456 13% 1,825 13
Total 1,828,027 1,731,987 3,446,837 284,105 236,684 7,527,640 2,452,863 207% 2,425,730 3

 A spend of PKR 7.5Mn was generated against Paid partners with 207% increase from last month.

 The top spend contributors were KFC and PF Chang’s.

 Credit Card Ramadan Campaign – FOC Partners Summary
S. No. Merchant Classic Gold Platinum Titanium Ultra Total SPLM % Increase SPLM

1 Kababjees 67,873 510,889 885,478 126,062 102,127 1,692,429 163,408 936%

2 Movenpick-Al Bustan 57,905 525,712 401,130 56,328 22,987 1,064,062 1,328,466 -20%

3 Sumo 13,160 113,473 227,649 - - 354,282 354,282 0%

4 Beans & Buns Café 13,160 113,473 227,649 - - 354,282 -

5 Khiva Restaurant 71,037 101,390 22,877 3,234 71,662 270,200 55,316 388%

6 Crema Cafe 9,356 13,730 18,378 3,481 - 44,945 68,736 -35%

7 New Little China 11,646 19,418 7,158 - 1,712 39,934 32,604 22%

8 Chicago Grill 27,110 3,340 - 6,400 900 37,750 34,300 10%

9 Mandarin Kitchen - - - 3,475 - 3,475 3,475 0%

Total 271,247 1,401,425 1,790,319 198,980 199,388 3,861,359 2,040,587 89%

 A spend of PKR 4Mn was generated against FOC partners with 89% increase from last month.

 Kababjees was the Top spend contributor in FOC category.

 Debit Card Ramadan Campaign – Paid Partners Summary
% Increase Cost of Alliance Spend to Cost
S.No. Merchant Classic IBG Gold IBG Platinum Signature Conv Signature IBG Total SPLM
SPLM (estd.) Ratio
1 KFC 132,392 55,710 19,879 7,309 1,732 217,022 880,020 -75% 348,909 1
2 Café Aylanto - DHA 55,798 - 26,282 338,393 4,021 424,494 212,955 99% 111,346 4
3 BBQ Tonight 14,542 80,317 7,055 89,682 191,596 518,670 -63% 117,862 2
4 Charcoal 42,229 45,637 8,015 95,881 128,615 -25% 83,922 1
5 PF Chang’s 7,361 156,256 163,617 128,393 27% 39,875 4
6 Sajjad Restaurant 51,131 17,214 14,350 5,377 3,083 91,155 - #VALUE! 45,954 2
7 Tuscany Courtyard 38,128 16,402 25,698 - 80,228 88,394 -9% 28,934 3
8 Gloria Jeans - F-7 13,841 22,816 2,725 - 39,382 177,279 -78% 14,452 3
9 Marcel Restaurant - - 31,708 47,139 78,847 14,249 453% 14,125 6
10 Mandarin Kitchen 4,890 - 10,869 22,274 38,033 40,698 -7% 8,728 4
11 DelFrio - 4,770 2,587 - 2,086 9,443 21,836 -57% 4,102 2
12 Cocochan 14,410 8,058 5,744 2,727 30,939 10,626 191% 3,681 8
13 Wasabi - 4,497 6,413 14,581 25,491 17,436 46% 6,696 4
14 China Town F-8 2,684 - 1,500 4,184 106,766 -96% 2,496 2
15 Bamboo Union 5,809 5,809 26,100 -78% 3,182 2
16 Table Talk - - - 0 28,311 -100% 319 0
17 Sattar Buksh 3,024 - 3,024 5,529 -45% 454 7
Total 380,430 255,421 162,825 689,547 10,922 1,499,145 2,405,877 -38% 835,037 2

 A spend of PKR 1.5Mn was generated against Paid partners with -38% increase from last month.

 The Spend to cost ratio is 3 for Paid partners.

Debit Card Ramadan Campaign – FOC Partners Summary
% Increase
S.No. Merchant Classic Conv Classic IBG Gold Conv Gold IBG Platinum Signature Conv Signature IBG Total SPLM
SPLM

1 Khiva Restaurant 158,158 92,822 134,575 20,401 42,686 448,642 95,452 370%

2 Kababjees 15,835 116,150 - 44,375 - 22,031 3,092 201,483 53,064 280%

3 Movenpick-Al Bustan 37,203 797 55,415 24,347 28,913 18,418 165,093 328,548 -50%

4 Crema Cafe 19,641 1,731 13,657 9,757 3,685 48,471 83,393 -42%

5 Desi Accent Restaurant 1,801 8,179 5,529 23,946 5,095 44,550 7,614 485%

6 Chicago Grill 18,628 15,507 5,323 2,517 41,975 66,086 -36%

7 Aajeel 3,101 1,040 12,507 4,126 4,800 25,574 19,824 29%

8 Mouthful 5,920 - 2,990 - 3,180 - 12,090 24,963 -52%

9 New Little China 1,795 8,550 10,345 11,879 -13%

262,082 244,776 229,996 125,343 87,685 45,249 3,092 998,223 690,823 44%
Total

 A spend of PKR 0.9Mn was generated against FOC partners with 44% increase from last month.

 The top spend contributors were Khiva Restaurant, Kababjees & Movenpick.
 Credit Card Eid Campaign – Paid Partners Summary
Credit Card Eid Campaign Analysis - Paid Alliances

Campaign Cost of Alliance Spend to Cost

Classic Ultra Gold Titanium Platinum SPLM % Increase SPLM
S. No. Merchant Name Spend (estd.) Ratio

1 Pizza Hut 684,650 130,575 1,630,107 220,070 827,660 3,493,062 342,344 920% 873,265 4

2 Pie In The Sky 145,159 21,613 1,001,844 164,227 508,468 1,841,311 78,965 2232% 368,262 5

3 Hobnob 292,040 31,706 353,285 66,262 189,888 933,181 34,080 2638% 186,636 5

4 Kitchen Cuisine 134,802 8,280 182,060 14,658 423,214 763,014 66,340 1050% 161,785 5

5 Kababjees 48,238 73,420 55,312 3,067 424,379 604,416 199,042 204% 151,104 4

6 Delfrio 132,965 7,639 126,694 27,530 142,732 437,560 71,837 509% 122,517 4

7 Gloria Jeans 73,938 24,322 55,207 7,074 97,968 258,509 134,956 92% 38,776 7

8 Wasabi - - 31,585 - 172,608 204,193 53,377 283% 35,734 6

9 Bella Vita 48,155 285 64,898 4,276 76,678 194,292 27,968 595% 54,402 4

10 Tuscany Courtyard 10,853 - 35,294 - 93,297 139,444 57,500 143% 41,833 3

11 KC Grill 7,502 859 - - 4,451 12,812 12,599 2% 2,691 5

Total 1,578,302 298,699 3,536,286 507,164 2,961,342 8,881,793 1,079,009 723% 2,037,005 4

 A spend of PKR 8.8Mn was generated against paid partners with 723% increase from last month.

 The top spend contributors were Pizza Hut and Pie in the Sky.
 Credit Card Eid Campaign – FOC Partners Summary
Credit Card Eid Campaign Analysis - FOC Alliances

S. No. Merchant Name Classic Ultra Gold Titanium Platinum Total Spend SPLM % Increase
SPLM
1 Metro Shoes 709,294 302,988 645,020 83,631 66,262 1,807,195 621,367 191%
2 Nike 299,345 107,665 416,780 70,880 353,050 1,247,720 827,850 51%
3 Shahzeb Saeed 102,115 15,232 80,258 7,996 14,267 219,868 130,865 68%
4 Timberland 38,210 - 56,580 - 89,590 184,380 214,240 -14%
5 Stiletto 3,094 - 23,698 - - 26,792 - -
6 Mari Gold - - 20,000 - - 20,000 30,000 -33%
7 Bigs 4,395 4,603 1,879 - 7,259 18,136 24,199 -25%
8 China Grill 8,130 3,720 4,650 - 725 17,225 12,355 39%
9 Khiva Restaurant - 4,387 - 1,952 - 6,339 6,033 5%
10 Casa Rica - - 3,550 - - 3,550 -
11 Visit 3,380 - - - - 3,380 -
Total 1,167,963 438,594 1,252,414 164,459 531,153 3,554,583 1,866,909 90%

 A spend of PKR 3.5Mn was generated against FOC partners with 90% increase from last month.

 The top spend contributors were Metro Shoes and Nike.

 Debit Card Eid Campaign – Paid Partners Summary
Classic Gold Signature Signature Campaign % Increase Cost of Alliance Spend to Cost
S.No. Merchant Name Platinum SPLM
IBG IBG Conv IBG Spend SPLM (estd.) Ratio
1 Pizza Hut 579,271 188,015 24,446 28,688 2,654 823,074 80,663 920% 314,759 3
2 Kitchen Cuisine 107,679 25,398 40,052 19,824 3,031 195,984 38,425 410% 31,229 6
3 Pie in the Sky 115,350 23,396 4,702 30,830 1,928 176,206 11,992 1369% 51,235 3
4 Hobnob 71,061 36,140 1,536 1,666 110,403 5,449 1926% 39,496 3
5 Gloria Jeans 33,034 21,329 13,822 7,200 75,385 57,665 31% 29,226 3
6 Café Aylanto 8,872 749 21,191 141,352 - 172,164 258,425 -33% 47,657 4
7 P F Chang - - - 69,864 69,864 63,080 11% 7,895 9
8 Tuscany Courtyard 20,504 2,575 5,544 - 28,623 34,621 -17% 23,170 1
9 Kababjees 294 - - - - 294 17,180 -98% 14,109 0
10 Delfrio 17,652 4,777 7,295 1,324 - 31,048 2,954 951% 6,567 5
11 Bella Vita 3,890 5,864 5,122 20,435 35,311 7,409 377% 6,471 5
12 Wasabi 7,047 - 8,135 33,776 48,958 8,519 475% 8,568 6
13 KC Grill - - - - 0 4,539 -100% 490 0
Total 964,654 308,243 131,844 354,957 7,612 1,767,310 590,921 199% 580,872 3

 A spend of PKR 1.7Mn was generated against Paid partners with 199% increase from last month.

 The top spend contributor was Pizza Hut.

 Debit Card Eid Campaign – FOC Partners Summary
Classic Classic Gold Gold Signature Signature Campaign % Increase
S.No. Merchant Name Platinum SPLM
Conv IBG Conv IBG Conv IBG Spend SPLM
1 Nike 320,083 93,328 335,567 118,534 207,135 56,850 1,131,497 846,051 34%
2 Metro Shoes 458,263 172,562 209,057 29,197 29,461 898,540 263,694 241%
3 Khas Store 79,841 31,388 70,421 10,959 8,112 2,154 3,357 206,232 247,549 -17%
4 Millie Shoes 78,761 10,811 47,684 18,275 3,785 159,316 28,436 460%
5 TimberLand 6,956 - 80,207 87,163 63,431 37%
6 He & She Shopping Mall 23,925 2,030 13,235 13,397 52,587 8,846 494%
7 Shahzeb Saeed 19,140 13,083 7,136 4,623 43,982 52,804 -17%
8 Khiva 7,405 5,739 16,593 6,265 - 36,002 1,018 3437%
9 Bigs 16,560 1,935 7,646 9,412 35,553 22,675 57%
10 Anzay Jewellery 7,696 5,957 4,944 10,872 29,469 35,747 -18%
11 Casa Rica 11,434 - 11,042 - 3,080 25,556 5,078 403%
12 TSM 13,025 13,025 -
13 China Grill 935 1,188 2,575 1,870 - 6,568 3,331 97%
14 Options Bakery - 2,054 - 2,054 490 319%
Total 1,030,999 340,075 819,132 218,781 256,196 59,004 3,357 2,727,544 1,579,150 73%

 A spend of PKR 2.7Mn was generated against FOC partners with 73% increase from last month.

 The top spend contributor was Nike.

Ramadan Campaign COMPETITOR ANALYSIS (HBL)
Ramadan/Eid Tacticals Ramadan/Eid Tacticals
Discount Discount
Sr.# Eatery Sr.# Eatery
BAF HBL BAF HBL
Up to Up to 21 Sattar Buksh 30% N/A
1 BBQ Tonight 30% 20% 22 Tuscany Courtyard 25% 30%
2 Sajjad Restaurant 50% 40% 23 Bamboo Union 30% N/A
3 Charcoal 50% 40% 24 PF Chang’s 40% N/A
4 Kabajees 50% 40% 25 Mandarin Kitchen 30% N/A
5 Marcel Restaurant 40% 30% 26 Sumo 30% N/A

Buy 1 Zinger &

Drink for
6 KFC Rs.490/- & get 1 N/A 27 Mouthful 20% N/A
Zinger & 1
Drink Free

7 New Little China 25% N/A 28 Café Aylanto - DHA 50% 25%
8 Bella Vita 30% 30% 29 The Deli 30% 20%
9 DelFrio 30% 30% 30 Wasabi 35% 40%
10 Cocochan 30% 25% 31 Foodpanda N/A 40%
11 Khiva Restaurant 30% 20% 32 Pizza Hut N/A 40%
12 The Waffle house 30% N/A 33 Sky BBQ N/A 30%
13 Shanghai Express Restaurant 30% N/A 34 Asia Live N/A 30%
14 Crema Cafe 20% N/A 35 Beach Luxury N/A 40%
15 Chicago Grill 25% N/A 36 Marcels 40% 40%
16 Beans & Buns Café 25% N/A 37 Hardee's N/A 25%
17 Khiva Terrace Cantores 30% N/A 38 Second Cup N/A 30%
18 China Town F-8 30% N/A 39 Khiva Express 30% 40%
19 Gloria Jeans - F-7 30% N/A 40 Red Lantern N/A 25%
20 Table Talk 30% N/A
Alliances Performance – 2019
 Alliances Performance YTD 2019 – Credit Cards
YTD May 2018 YTD May 2019 Variance 19 vs 18
Categories
Customer Count Trxns Count Retail Spend Customer Count Trxns Count Retail Spend Customer Count Trxns Count Retail Spend

Dining 155,658 113,706 359,817,726 171,983 120,534 445,526,220 10% 6% 24%

Health 21,962 5,336 34,097,944 20,751 8,683 41,126,060 -6% 63% 21%

Lifestyle 36,645 21,413 150,359,031 44,003 22,286 177,876,706 20% 4% 18%

Grand Total 214,265 140,455 544,274,702 236,737 151,503 664,528,986 10% 8% 22%

 22% increase in retail spend from last year

 8% increase in customers benefitting from the alliances

 The transaction count is improved by 10% from last year

 Alliances Performance YTD 2019 – Debit Cards

YTD May 2018 YTD May 2019 Variance 19 vs 18

Categories
Customer Count Trxns Count Retail Spend Customer Count Trxns Count Retail Spend Customer Count Trxns Count Retail Spend
Dining 60,163 72,512 146,444,183 66,176 100,764 182,443,957 10% 39% 25%
Health 6,755 10,456 25,866,489 9,337 14,212 36,867,769 38% 36% 43%
Lifestyle 14,184 17,617 71,184,609 13,192 17,337 71,959,458 -7% -2% 1%
Grand Total 81,102 100,585 243,495,281 88,705 132,313 291,271,185 9% 32% 20%

 20% increase in retail spend from last year

 32% increase in customers benefitting from the alliances

 The transaction count is improved by 9% from last year

Alliances - Our Card, Our Machine Share 2019
Credit Card
YTD 2019 Our Card, Other Machine Our Card, Our Machine
Categories Customer Count Trxns Count Retail Spend Customer Count Trxns Count Retail Spend
Dining 145,948 99,322 345,203,605 26,035 21,212 100,322,615
Health 8,564 5,786 20,382,976 12,187 2,897 20,743,084
Lifestyle 19,791 12,863 113,203,792 24,212 9,423 64,672,914
Grand Total 174,303 117,971 478,790,373 62,434 33,532 185,738,613

Debit Card
YTD 2019 Our Card, Other Machine Our Card, Our Machine
Categories Customer Count Trxns Count Retail Spend Customer Count Trxns Count Retail Spend
Dining 49,803 60,110 134,965,847 16,373 40,654 47,478,110
Health 6,679 9,274 26,820,804 2,658 4,938 10,046,965
Lifestyle 9,864 12,183 56,560,111 3,328 5,154 15,399,347
Grand Total 66,346 81,567 218,346,763 22,359 50,746 72,924,422
Alliances Performance Summary – Q1 2019
Total Alliance
Partners in 2019 :211 Customer Spend:
PKR 579 Mn
Paid: 94

FOC: 117

Customers Engaged:
Expense : 200K+
PKR 16.8 Mn
 Alliances Performance Q1 2019
Q1 BASED ON BUDGETED SPEND
Rs. In 000'
 A shortfall of PKR 1.9Bn in
Jan Feb Mar Q1 - 2019
overall customer spend.
Alliances Spend - - - -
Total Spend 2,536,660 2,151,121 2,469,629 7,157,409  Effective customer
Total Revenues 37,898 38,620 48,592 125,110 communication will be
Alliances payment - 8,032 - 6,812 - 7,820 - 22,664 implemented using multiple
channels like SMS, Social
Net Profit / (Loss) 2,528 14,552 20,112 37,192
Media, Emails, Alfa Push
Notification to cover this gap.
Q1 BASED ON ACTUAL SPEND
Rs. In 000'  Visibility at partner sites need
Jan Feb Mar Q1 - 2019 to be improved with more
Alliances Spend 204,318 174,320 200,402 579,040 placement of marketing
Total Spend 1,798,128 1,619,413 1,788,483 5,206,024 collateral like standees,
push/pull signs. Menu
Total Revenues 26,839 26,600 31,303 84,742
branding, table tops etc
Alliances payment - 7,244 - 3,989 - 5,601 - 16,835
Net Profit / (Loss) - 3,864 9,213 13,546 18,895
Thank You