Brand Equity Study - Presentation 2017

Brand Equity Research

April 9, 2017

Contents

1. Project background
2. Research objectives
3. Executive summary
4. How is Najm doing compared to last year?
5. How does Najm compare to competition?
6. Najm the brand
7. Najm the cashback card
8. Gift cards
9. Personal loans

2

Project background

 Najm is a dynamic player in the sector of financial institutions
offering customers unique benefits through credit cards, gift cards
and more. As part of the Majid Al Futtaim group, Najm has built
significant equity in the UAE market.

 After the successful rebranding of the company from MAF Finance
to Najm, the client is keen to measures the impact of the
campaign. A secondary objective is to assess the appetite for gift
cards and personal loans.

3

Research objectives

1 Evaluate the brand performance for Najm
2 Evaluate the Najm products performance
3 Assess brand & product positioning against competition
4 Measure attitudes and appetite for gift cards

5 Measure attitudes and appetite for personal loans

4

Research design

Market view Portfolio view

 Online survey using YouGov  Online survey using the

research panel (Mar 2016) database of Najm users
 718 interviews with non-  353 interviews
 The sample represents the
rejectors of credit cards
 UAE residents, mix of genders Najm portfolio by nationality,

& ages (18-64 y.o.) gender, Emirate, age
 All nationality groups
 Earning at least AED5,000 MPI

5

Who did we speak to? | TNoatjaml MPoarrtkfeotlio

24 – 30 30 – 39

4% 55%

8665% 1345% 40 – 64

41%

Emiratis Arab Expats

210%% 33% Dubai Abu Dhabi Sharjah North. Em.

Asian Expats Others 57% 11% 21% 11%
63% 3%

6

Who did we speak to? | Total Market

24 – 30 30 – 39

20% 45%

65% 35% 40 – 64

35%

Emiratis Arab Expats

280%% 30% Dubai Abu Dhabi Sharjah North. Em.

Asian Expats Others 47% 28% 16% 8%
51% 11%

7

Sample differences

There are few differences in sampling which may cause some of the changes in the
findings throughout the report.
The most important ones are the nationality and age group composition.

Gender 2016 2017
65% men / 35%
Nationality groups 75% men / 25%
Age women women
Emirate
Status Arab expats, Indians, All nationality groups
Pakistanis, Filipinos
18-64
24-69
All emirates
Dubai, Abu Dhabi,
Sharjah Anyone

Working professionals

8

Executive summary (1)

 As a brand, Najm is in relatively good shape. Top of mind awareness is 3% in total market (up
2 percentage points from last year). Total awareness and brand usage are stable at 54% and
15%, respectively.

 The last campaign has been particularly effective on the current portfolio. Top of mind is up
from 12 to 34% and brand familiarity from 77 to 84%. However, in total market, awareness is
almost the same as last year while brand familiarity actually drops from 60 to 43%.

 From a product usage perspective, Najm Gold and Silver are stable while Najm Blue's market
penetration decreased slightly.

 Main competitors amongst banks offering cashback cards are Mashreq, RAK Bank and ADIB.
 Najm has a share of wallet of 34% amongst current portfolio and 7% in total market. In share

of spend, Najm has 41% of the spend on credit cards within the portfolio and still 7% in total
market.

9

Executive summary (2)

 The new logo gets high level of recognition but amongst users (86%) and total market (81%).
 The main drivers of Najm cashback cards' usage are: the rewards, easy redemption and

payment plans. Najm Silver also offers vouchers while Najm Blue's usage is driven by the fact
that it is free.
 As a matter of fact, with its current cashback portfolio, Najm is well positioned to target both
medium-to-high spenders (where the main competitor is Standard Chrtered Titanium) and
medium-to-low spenders (main competitor here being RAK Bank Titanium). The average card
spend on cashback cards is about AED4,500 per month.
 About a third of the card spend goes on grocery shopping across all 3 Najm cashback cards.
RAK Bank and SC Titanium cards are less likely to be used for grocery shopping.

10

Executive summary (3)

 Across all 3 Najm cashback cards, the main strengths are the cashback rewards, customer
service, easy access through various channels and being a honest, modern and digital brand.

 The key weaknesses are fees (less so for Blue) and lack of innovative products. Gold and Blue
are better positioned against competition with easy channels access and attractive rewards
being the main drivers.

11

Executive summary (4)

 About 15% of the market are interested to purchase gift cards in the next 12 months. They
are more likely to be current users of prepaid cards from NBAD or ADIB, have a monthly
personal income of AED35,000 or more, be Arab expats living in Abu Dhabi, aged 30 to 39
years old.

 They would buy gift cards mainly for birthdays, weddings, Ramadan or Mother's Day. They
are also more likely to use the card themselves for online purchases.

 Just about one in ten consumers would take on a new personal loan in the next 12 months.
There is a higher proportion of personal loan intenders amongst Emiratis and Arab Expats,
aged 18 to 29 years old or earning more than AED35,000 per month. They will take loans
mainly for real estate or other investments and to buy cars. What matters to them most
when deciding where to take the personal loan from are the interest rates, lack of hidden
charges and easy / fast approval process.

 Current Najm customers are not more likely to take on gift cards or personal loans.

12

How is Najm doing compared to last year?

13

All in %

Brand Metrics

Top of mind Total awareness

98 95
55 54

34 13 Najm portfolio Total market
12 Total market 2016 2017
2016 2017
Najm portfolio

Brand familiarity Brand usage

77 84 16 15

60
43

Najm portfolio Total market Total market
2016 2017 2016 2017

Base 2016: Najm users (n=252) / Total market (n=587) | Base 2017: Najm users (n=353) / Total market (n=718)

14 A1. When thinking of financial services brands in the UAE, which brand comes first to your mind? | A2. Below are a number of financial institutions offering credit cards in the UAE. Please select all that you

that are heard about even if you have never used them. | A3_2. How familiar are you with each of the following financial institutions in the UAE? Please use a scale from 0 to 10 where 0 means “Not at all
familiar” and 10 means “Very familiar” | A4. Which of the following financial institutions are you currently using in the UAE? Please select all that apply!

All in %

Product Metrics (1) Total Market

Najm portfolio Card usage Main card usage

Card usage Main card usage

Najm Cashback Gold 22 12 Najm Cashback Gold 4 3
Credit Card Najm Cashback Gold 14 Credit Card Najm Cashback Gold 2
Credit Card
Credit Card 6
29

Najm Cashback Silver 24 13 Najm Cashback Silver 4 3
Credit Card Najm Cashback Silver 9 Credit Card Najm Cashback Silver 1

Credit Card Credit Card
20 4

Najm Cashback Blue 51 24 Najm Cashback Blue 12 5
Credit Card Najm Cashback Blue 20 Credit Card Najm Cashback Blue 2

Credit Card Credit Card
44 6

2016 2017 2016 2017 2016 2017 2016 2017

Base 2016: Najm users (n=252) / Total market (n=587) | Base 2017: Najm users (n=353) / Total market (n=718)

15 B2. What credit card(s) do you have with [PIPE IN FROM A5_1 TO A5_955]? Please select all that apply. | B4. And out of these, which is your primary credit card i.e. the one you are using for most

transactions?

All in %

Product Metrics (2)

Prompted awareness Card usage Consideration

Najm Cashback Gold 50 Najm Cashback Gold 29 Najm Cashback Gold 7
Credit Card 20 Credit Card 6 Credit Card 5

Najm Cashback Silver 45 Najm Cashback Silver 20 Najm Cashback Silver 4
Credit Card 16 Credit Card 4 Credit Card 3

Najm Cashback Blue 59 Najm Cashback Blue 44 Najm Cashback Blue 5
Credit Card 4
Credit Card 17 Credit Card 6

Najm portfolio Total market Najm portfolio Total market Najm portfolio Total market

Base: Najm users (n=353) / Total market (n=718) Base: Intenders - Najm users (n=136) /
Total market (n=283)

16 B1. What credit card(s) are you aware of even if you never used them? Please select all that apply. | B2. What credit card(s) do you have with [PIPE IN FROM A5_1 TO A5_955]? Please select all that apply. |

B10. And what credit card are you most likely to take up in the next 12 months?

How does Najm compare to competition?

17

Najm the brand

18

All in %

Top of mind awareness

Najm 3 34

Emirates NBD 22
23
ADCB 7 16

Mashreq 3
5

RAK Bank 2
5

Citibank 2
5

ADIB 2
3

Standard Chartered 2
1

Dubai First 1
1

Najm portfolio Total market

19 Base: Najm users (n=353) / Total market (n=718) UAE, which brands come to your mind first? Please write down all the brands that come to your mind.

A1. When thinking of financial institutions offering credit cards in the

All in %

Total brand awareness

Najm 54 95
Emirates NBD 82
83
ADCB
Mashreq 70
RAK Bank 76
Citibank
71
ADIB 74
Standard Chartered
59
Dubai First 60

64
67

61
69

65
61
42
42

Najm portfolio Total market

20 Base: Najm users (n=353) / Total market (n=718) in the UAE. Please select all that you that are heard about even if you have never used them. Please also tick those you have

A2. Below are a number of financial institutions offering credit cards

mentioned in the previous question.

Brand familiarity All in %
*Top 3 boxes % (8, 9, 10)

Najm 43 84
Emirates NBD 64
63
ADCB
Mashreq 48
RAK Bank 56
Citibank
41
ADIB 45
Standard Chartered
38
Dubai First 47

35
43

33
41

19
24
26
35

Najm portfolio Total market

21 Base: Those aware of each brand

A3. How familiar are you with each of the following financial institutions in the UAE? Please use a scale from 0 to 10 where 0 means “Not at all familiar” and 10 means “Very familiar”.

Brand usage All in %

Najm 15 92
Emirates NBD
25 45
ADCB 18 43
Mashreq 36
RAK Bank 20
Citibank 18
18
ADIB 11
Standard Chartered 16
10
Dubai First 18
7
8
6
7

Najm portfolio Total market

22 Base: Najm users (n=353) / Total market (n=718)

A4. Which of the following financial institutions are you currently using in the UAE? Please select all that apply!

All in %

Main brand

Najm 7 71
Emirates NBD 7
22
ADCB 6 17

Mashreq 4
9

RAK Bank 2
5

Citibank 2
7

ADIB 1
7

Standard Chartered 1
3

Dubai First 1 (*) The % for brands have been calculated
2 based on the products used as main card

Najm portfolio Total market
23 Base: Najm users (n=353) / Total market (n=718)

B4. And out of these, which is your primary credit card i.e. the one you are using for most transactions?

All in %

Brand consideration

Najm 5
4

Emirates NBD 4
5

ADCB 1
3

Mashreq 1
2

RAK Bank 0.4
2

Citibank 1
3

ADIB 0.4
3

Standard Chartered 0
1

Dubai First 0.4 (*) The % for brands have been calculated
0.4 based on the products they intend to take on

Najm portfolio Total market
24 Base: Intenders - Najm users (n=136) / Total market (n=283)

B10. And what credit card are you most likely to take up in the next 12 months?

All in %

Brand funnel for main brands offering cashback cards| Total market

Main brand 7 9 5 7
Current usage 47% 45% 28% 39%
Brand awareness
15 20 18 18

28% 27% 30% 26%
54 74 60 69

25 Base: Total market (n=718)

All in %

Brand funnel for main brands in the market | Total market

Main brand 7 22 17
Current usage 47% 51% 47%
Brand awareness
15 43 36

28% 52% 47%
54 83 76

26 Base: Total market (n=718)

All in %

Financial products by brand

Credit card 41 79 Credit card 37 81 Credit card 24

Prepaid card 4 Prepaid card 3 68
13 17
Credit card 99 Prepaid card 0 Debit card Debit card
4 13 12
Prepaid card 2 81 Debit card Mortgage/ home 27 Mortgage/ home 28
10 12 finance finance
Mortgage/ home 25 0 2
finance Car loan/ auto 3 Car loan/ auto 10
0 finance finance
Car loan/ auto 3 4 3
finance Personal loan/ 4 Personal loan/ 16
1 finance finance
Personal loan/ 2 2 4
finance Savings account 9 Savings account 13
1
Savings account 5 Current account 9 Current account 8
12 26
Current account 8
19 13 15
17 24
13
25

Najm portfolio Total market Najm portfolio Total market Najm portfolio Total market Najm portfolio Total market

Najm portfolio (n=333) / Total Najm portfolio (n=139) / Total Najm portfolio (n=138) / Total Najm portfolio (n=113) / Total
market (n=109) market (n=140) market (n=129) market (n=126)

27

A5. And what products or services are you using from each of these financial institutions?

All in %

Share of wallet Total Market

Najm portfolio 2
6
1 332 7
8 3
62 8
7 7
6 4
9
10 9
5 14
8
11 14
7
Najm share in total Total market
number of cards in NBAD
34 the wallet Dubai First

Najm portfolio

Najm / MAF Finance Emirates NBD RAK Bank ADCB
Mashreq Standard Chartered CitiBank FGB
ADIB HSBC Other

Base: Najm users (n=353) / Total market (n=718)

28 B2. What credit card(s) do you have with [PIPE IN FROM A5_1 TO A5_955]? Please select all that apply.

All in %

Share of spend Total Market

Najm portfolio

2 223 2
10 9
6 9
3 4
6 10
5 9
8 6
5 8
8 7
11
Najm share in total 6
41 spend on credit cards
13
Najm portfolio
7
Najm / MAF Finance Emirates NBD RAK Bank ADCB
Mashreq Standard Chartered CitiBank FGB Total market
ADIB HSBC Other
NBAD

Dubai First

Base: Najm users (n=353) / Total market (n=718)

29 B3. On average, how much do you spend per month using each credit card you have? Please give your best estimate in UAE Dirhams!

All in %

Logo recognition

Najm 86
81

MAF Finance 75
56

Najm portfolio Total market

Base: Najm users (n=353) / Total market (n=718)

30

A6. Which of the following logos have you ever seen? Select all that apply.

All in %

Sources of brand awareness

Outdoor / street advertising 33 Spontaneous
Najm or MAF Finance Website 45 Spontaneous

At Carrefour 29
Social media 30
Word of mouth 26
SMS received from the company 13
Other internet advertisements 10
Radio, newspapers, magazines 29
Other websites such as forum discussion 9
boards 4
8
14
8
23
7
23
4
14

Base: Najm users (n=353) / Total market (n=718) Najm portfolio Total market

31

A2a. And where did you hear about Najm or MAF Finance?

Najm the cashback card

32

All in %

Prompted awareness – Top cards

Najm portfolio Total Market

Najm Cashback Blue Credit Card 59 Emirates NBD Platinum Credit Card 26
Najm Cashback Gold Credit Card 50 23
Najm Cashback Silver Credit Card 45 Emirates NBD Titanium Credit Card 22
29 20
Voyager Gold Credit Card 25 Emirates NBD Skywards Credit Card 19
Emirates NBD Platinum Credit Card 25 19
Emirates NBD Titanium Credit Card 24 Najm Cashback Gold Credit Card 18
23 Emirates NBD Go4it Platinum Credit 17
Voyager Platinum Credit Card 22 17
Emirates NBD Skywards Credit Card 22 Card 16
19 Emirates NBD Go4it Gold Credit Card 16
Voyager Signature Credit Card 17 15
Emirates NBD Go4it Gold Credit Card 17 Mashreq Smart Saver Credit Card 15
17
Mashreq Smart Saver Credit Card Najm Cashback Blue Credit Card
Emirates NBD dnata Credit Card
HSBC Platinum Credit Card
Emirates NBD Go4it Platinum Credit…
Emirates NBD Manchester United… Najm Cashback Silver Credit Card
Emirates NBD Manchester United

Credit Card
ADCB LuLu co-brand Card- Standard

Card
RAKBANK Titanium Credit Card

Base: Najm users (n=353) / Total market (n=718)

36 B1. What credit card(s) are you aware of even if you never used them? Please select all that apply.

All in %

Card usage – Top cards Total Market

Najm portfolio

Najm Cashback Blue Credit Card 44 Mashreq Smart Saver Credit Card 9

Najm Cashback Gold Credit Card 29 Emirates NBD Titanium Credit Card 9

Najm Cashback Silver Credit Card 20 Emirates NBD Platinum Credit Card 8

Mashreq Smart Saver Credit Card 11 Emirates NBD Go4it Gold Credit Card 7

Emirates NBD Titanium Credit Card 9 Najm Cashback Blue Credit Card 6

Emirates NBD Platinum Credit Card 8 Najm Cashback Gold Credit Card 6

Emirates NBD Go4it Gold Credit Card 6

RAKBANK Titanium Credit Card 6 RAKBANK Titanium Credit Card 5

Voyager Gold Credit Card 5 Emirates NBD Go4it Platinum Credit… 5

ADCB TouchPoints Credit Card with… 4 ADCB TouchPoints Credit Card with… 5

Emirates NBD dnata Credit Card 4 HSBC Platinum Credit Card 5

ADCB TouchPoints Credit Card with… 4 HSBC Advance Credit Card 5

Standard Chartered Titanium Credit… 4 ADCB TouchPoints Credit Card with… 5

FGB Abu Dhabi Platinum 4 NBAD Platinum Credit Card 4

FGB Platinum Card 4 Najm Cashback Silver Credit Card 4

Base: Najm users (n=353) / Total market (n=718)

37 B2. What credit card(s) do you have with [PIPE IN FROM A5_1 TO A5_955]? Please select all that apply.

All in %

Main card – Top cards Total Market

Najm portfolio

Najm Cashback Blue Credit Card 31 Emirates NBD Titanium Credit Card 5
Emirates NBD Go4it Gold Credit Card 4
Najm Cashback Gold Credit Card 22
Emirates NBD Platinum Credit Card 4
Najm Cashback Silver Credit Card 14 Mashreq Smart Saver Credit Card 4
Najm Cashback Gold Credit Card 3
Emirates NBD Platinum Credit Card 3
Emirates NBD Go4it Platinum Credit… 3
Voyager Gold Credit Card 3 HSBC Advance Credit Card 3

Mashreq Smart Saver Credit Card 2 Najm Cashback Blue Credit Card 2
ADCB TouchPoints Credit Card with… 2
Emirates NBD Go4it Gold Credit Card 1 ADCB TouchPoints Credit Card with… 2
1 RAKBANK RED MasterCard® Credit… 2
ADCB LuLu co-brand Card- Titanium 1 Emirates NBD Skywards Credit Card 2
Card ADCB TouchPoints Credit Card with… 2
Standard Chartered Titanium Credit… 2
Voyager Signature Credit Card
Najm Cashback Silver Credit Card 2
Emirates NBD Skywards Credit Card 1 Emirates NBD Manchester United… 2

RAKBANK Titanium Credit Card 1 RAKBANK Titanium Credit Card 2

Mashreq Etisalat Signature Credit Card 1

Base: Najm users (n=353) / Total market (n=718)

38 B4. And out of these, which is your primary credit card i.e. the one you are using for most transactions?

Reasons for use of main credit card - Najm

Najm Gold Credit Card Najm Silver Credit Card Najm Blue Credit Card

It offers attractive cashback rewardsIt offers attractive cashback re4w6ardsIt offers attractive cashba3ck7rewards 40
9
It offers good privileges It1o7ffers good privileges It o2f0fers good privileges
40
It is easy to redeem rewards / cashbaItckisreeadseymtoptrieodneem rewards / cashbaItckisr3ee6adseymtoptrieodneem rewards / cashbac3k2redemption 5

I earn miles as I spend - Skyward MileI searn mile7s as I spend - Skyward MileI searn miles9as I spend - Skyward Miles 9
29
It offers good discounts It1o8ffers good discounts It1o8ffers good discounts
20
It has easy payment plans It has easy pa3y4ment plans It has easy p3a2yment plans 6
3
It offers good vouchers It o2ff2ers good vouchers It offer2s 8good vouchers
15
It has a good limit increase offer It h5as a good limit increase offer It h6as a good limit increase offer 3

It has a good balance transfer offer It has4a good balance transfer offer It ha3s a good balance transfer offer 9
9
There are no annual fees There2a4re no annual fees The1re9are no annual fees 7 53
4
It has good customer service It h1a1s good customer service It has1g5ood customer service

It has a wide network of branches It has7a wide network of branches It has6a wide network of branches

It has attractive credit limits It9has attractive credit limits It 1h1as attractive credit limits

It has attractive fees 9 It has attractive fees 6 It has attractive fees

Wide range of available channels to tWraicdketrraanngseacotfioanvsailable ch7annels to tWraicdketrraanngseacotfioanvsailable chan1n1els to track transactions

It’s the card I received from my mainItb’santhke card 5I received from my mainItb’santhke card I r8eceived from my main bank

Base: Najm Gold users (n=145) / Najm Silver users (n=99) / Najm Blue users (n=201)

39

B5. What are the 3 main reasons why you are using [PIPE IN CARD SELECTED IN B4] as your main credit card i.e. for most of your transactions? <br> Please select three reasons!

Reasons for use of main credit card - Competition

RAK Bank Titanium Mashreq Smart Saver Standard Chartered Titanium

It offers attractive cashback rewardsIt offers attractive cashba3c7k rewardsIt offers attractive cashback r4e3wards 32
32
It offers good privileges 1It5offers good privileges 1It4offers good privileges 18
16
It is easy to redeem rewards / cashbaItckisreeadseymtoptrieodneem rewards / cashbaItckisreead4sey1mtoptrieodneem rewards / cashback re3d9emption 8
15
I earn miles as I spend - Skyward MileI searn miles9as I spend - Skyward MileI searn miles9as I spend - Skyward Miles
16
It offers good discounts 12It offers good discounts It1o8ffers good discounts 5
3
It has easy payment plans It ha1s8easy payment plans It has e2a3sy payment plans

It offers good vouchers 8 It offers good vouchers 12It offers good vouchers

It has a good limit increase offer It h5as a good limit increase offer It ha7s a good limit increase offer

It has a good balance transfer offer It h0as a good balance transfer offer It has6a good balance transfer offer

There are no annual fees There are no annual4fe9es There are no annua4l f7ees 44

It has good customer service It has1g5ood customer service It 1h0as good customer service 10
5
It has a wide network of branches It has7a wide network of branches It has7a wide network of branches 7

It has attractive credit limits 6It has attractive credit limits It 1ha1s attractive credit limits 14
6
It has attractive fees 9 It has attractive fees 4 It has attractive fees
22
Wide range of available channels to tWraicdketrraanngseacotfioanvsailable c5hannels to tWraicdketrraanngseacotfioanvsailable chan1n1els to track transactions

It’s the card I received from my mainItb’santhke card I receiv1e5d from my mainItb’santhke card 5I received from my main bank

Base: RAK Bank Titanium users (n=57) / Mashreq Smart Saver users (n=103) / Standard Chartered Titanium users (n=42)

40

B5. What are the 3 main reasons why you are using [PIPE IN CARD SELECTED IN B4] as your main credit card i.e. for most of your transactions? <br> Please select three reasons!

All in %

Consideration – Top cards

Najm portfolio: Total Market:

20% very likely to take up a new credit card 14% very likely to take up a new credit card

Najm Cashback Gold Credit Card 6 Najm Cashback Gold Credit Card 4

Voyager Gold Credit Card 6 Najm Cashback Blue Credit Card 3

Emirates NBD Titanium Credit Card 4 Emirates NBD Go4it Gold Credit Card 3

Najm Cashback Blue Credit Card 4 Emirates NBD Titanium Credit Card 3

Najm Cashback Silver Credit Card 3 Najm Cashback Silver Credit Card 3

Emirates NBD Platinum Credit Card 3 Mashreq Smart Saver Credit Card 2

Emirates NBD Infinite Credit Card 2 Emirates NBD Platinum Credit Card 2

Emirates NBD Go4it Gold Credit Card 2

Voyager Platinum Credit Card 1 NBAD Platinum Credit Card 2
2
Emirates NBD Skywards Credit Card 1 ADIB Rotana Rewards Exclusive Visa 2
1 Card 2
Emirates NBD Go4it Platinum Credit 1 2
Card Emirates NBD Go4it Platinum Credit
Card
Citibank Citi Simplicity
ADCB Etihad Guest Above Credit
HSBC Platinum Credit Card 1 Card- Gold & Classic

Citibank Citi Simplicity

Base: Intenders - Najm users (n=136) / Total market (n=283)

41 B9. How likely are you to take up a new credit card in the next 12 months? Please use a scale from 0 to 10 where 0 means “Very unlikely” and 10 means “Very likely”. | B10. And what credit card are you

most likely to take up in the next 12 months?

Perceptions: are the cards free or paid? All in %

Najm Cashback Gold Credit Card % of people saying the card is a paid card

66
52

Najm Cashback Silver Credit Card 72
58

Najm Cashback Blue Credit Card 3
8

RAKBANK Titanium Credit Card 2 Free cards
2

Mashreq Smart Saver Credit Card 3
4

Standard Chartered Titanium Credit Card 61
67

Card portfolio Total market

Base: users of each card (card portfolio) and people aware of the card (total market)

42

B6. For each of the credit cards you have, please select if they are free cards (offered at no direct cost to you) or paid cards (you pay an annual fee to avail the card).

The monthly card spend index All in %

1.5Higher monthly spend
Najm Cashback Gold Credit Card: AED6,653

1.3
Standard Chartered Titanium Credit Card: AED5,596

1.1
Average: AED4,526
Najm Cashback Silver Credit Card: AED4,304

0.9
Mashreq Smart Saver Credit Card: AED3,766
RAKBANK Titanium Credit Card: AED3,587

0.7 Najm Cashback Blue Credit Card: AED3,250

0.5

Base: users of each card

43

B3. On average, how much do you spend per month using each credit card you have? Please give your best estimate in UAE Dirhams!

How many is too many? All in %

5.2 5.5 6.0 6.1
4.8 4.8 4.7 4.7

4.2 4.3 1.6 4.3
3.3 3.1 3.6 3.5 3.7

Najm portfolio Total market Najm Cashback Najm Cashback Najm Cashback RAKBANK Mashreq Smart Standard
Gold Credit Card Silver Credit Blue Credit Card Titanium Credit Saver Credit Chartered

Card Card Card Titanium Credit
Card

No of cards Too many cards

Base: Najm portfolio (n=353) / Total market (n=718) / Users of each card

44

B7. In total, how many credit cards do you currently hold in the UAE? | B7a. Based on your experience, how many credit cards are too many to have?

What are the cards used to pay for? All in %

723 21 227 42 633 32
8 8 9

8 8 9 10 9 9
33 33 42 3 43 62
9 9 11
10 8 8
8 9
11 10 9

11 11 9 11 10 11
7 8 8 11
5 8 4 9 6
4 7 5 4
5

34 31 34 26 31 27

Najm Cashback Gold Najm Cashback Silver Najm Cashback Blue RAKBANK Titanium Mashreq Smart Saver Standard Chartered

Credit Card Credit Card Credit Card Credit Card Credit Card Titanium Credit Card

Grocery/ Supermarket Government/ Legal/ Tax Retail – Electronics Retail Fashion
Rent & Utilities Telecommunications School Fees Furniture
Dining/ Entertainment Travel Investments/Insurance Others

Base: users of each card as main card

45 B8.1. Please think of what payments you are using your main card [PIPE IN FROM B4] for? <br>Imagine you have 100 points. Allocate them to each of the following categories depending on how much you

spend on each in a usual month. In case you do not spend anything on a category using the card, please put 0.

Perceptions of Najm cards All in %

It offers cashback at supermarkets 80
61

It offers good benefits 41
40

It offers cashback for utilities 34
28

It offers cashback on fees 26
23

It offers travel rewards 16
18

It is a card for low income people 16
17

It is a card for high income people 10
13

It can only be used in UAE 9
20

It is a prepaid card 7
14

Card portfolio Total market

Base: Najm portfolio (n=353) / Total market (n=718)

46

B11. Which of the following apply to Najm credit cards? Please select all that apply.

All in %

Perceptions of Najm Cashback Gold Credit Card

Najm portfolio

Weaknesses Strengths

Good customer service Offering attractive cashback
rewards

Attractive fees Effective handling of customer complaints 21, 86 24, 88
12, 82
Flexibility of redeeming rewards Wide variety of payment channels

18, 82 20, 82 21, 80

IMPORTANCE Dedicated portal to Attractive introductory offer Easy application process
22, 75 Ability to access the institution using
redeem points/rewards Product features that 19, 72 22, 73 different channels

Convenience of Branch/ATM locations enhance my lifestyle Range of available channels to track
card transactions
12, 6712, 68 12, 68 Attractive credit limit 20, 67

Wide network of branches

10, 62 16, 61
Offering attractive travel rewards

7, 56

5, 42 Offering Islamic banking products Hygienics

Less important

BRAND PERFORMANCE

Base: Najm portfolio (n=353)

47

B11. Which of the following apply to Najm credit cards? Please select all that apply.

Najm Gold - Product performance against competition

+ Brand weaknesses Competitive Total market
Parity
11 Mashreq Smart Saver
RAKBANK Titanium
Best competitor’s score (% of association) SC Titanium

6 Offering attractive Ability to access the institution
cashback rewards using different channels
1
1 7, 5 13, 5

3, 44, 444,,444, 5

3, 4 4, 44, 45, 4
5, 4
3, 4 Attractive introductory offer

3, 3 4, 3 5, 3

Brand strengths

2, 2

6 11

We compare Najm Gold to the best placed competitor on each aspect.

- Najm Gold scores (% of association) +

44 C2. And which of the brands listed below do you most strongly associate with each of the attributes given? You can associate each attribute with more than one brand if you think

appropriate or if you think a particular attribute does not apply to any of the brands listed, you can select ‘none of these’

All in %

Brand perceptions of Najm Cashback Gold Credit Card

Najm portfolio

Weaknesses Being an honest and Strengths
transparent brand
Being customer friendly and flexible
18, 85

19, 84

19, 75

Having innovative products Being a digitally
14, 71 convenient brand

IMPORTANCE Being a modern/ up to date brand

Being the leader in the finance market 18, 63
12, 53
Well-known finance brand
Being a Shariah compliant brand 15, 54
5, 39
Being a popular brand
Less important with friends and family
14, 44

Being a traditional brand Hygienics
10, 35

BRAND PERFORMANCE

Base: Najm portfolio (n=353)

49

B11. Which of the following apply to Najm credit cards? Please select all that apply.

Najm Gold - Brand performance against competition

Total market

+ Brand weaknesses Competitive
Parity
Being a popular brand with Mashreq Smart Saver
friends and family Being a digitally RAKBANK Titanium
convenient brand

Best competitor’s score (% of association) Being a modern/ up to date brand Well-known finance brand SC Titanium

Being the leader in Being customer friendly and flexible
the finance market
Having innovative products
Being a traditional brand

Being an honest and
transparent brand

Being a Shariah
compliant brand

1 Brand strengths
1.5
We compare Najm Gold to the best placed competitor on each aspect. +
-
Najm Gold scores (% of association)

44 C2. And which of the brands listed below do you most strongly associate with each of the attributes given? You can associate each attribute with more than one brand if you think

appropriate or if you think a particular attribute does not apply to any of the brands listed, you can select ‘none of these’

All in %

Perceptions of Najm Cashback Blue Credit Card

Najm portfolio

Weaknesses Strengths

Good customer

Effective handling of service

customer complaints Offering attractive

Attractive fees cashback rewards

Wide variety of 24, 86 26, 88
payment channels Flexibility of
232,38, 282 24, 82 redeeming rewards
20, 80
IMPORTANCE Ability to access the institution
Attractive introductory
using different channels
Convenience of offer Dedicated portal to 24, 75
16, 72 redeem points/rewards 26, 73 Easy application
Product features that Branch/ATM locations process
18, 68 Attractive
enhance my lifestyle credit limit

10, 68 13, 67 22, 67

Offering attractive Wide network Range of available channels to track

travel rewards 11, 62 of branches 20, 61 card transactions

7, 56

9, 42 Offering Islamic banking products Hygienics

Less important

BRAND PERFORMANCE

Base: Najm portfolio (n=353)

51

B11. Which of the following apply to Najm credit cards? Please select all that apply.

Najm Blue - Product performance against competition

+ Brand weaknesses Competitive Total market
Parity
11 Mashreq Smart Saver
Best competitor’s score (% of association) RAKBANK Titanium
SC Titanium

6

Ability to access the institution
using different channels

4, 5 14, 5

33,,544, 44, 4 5, 4

3,34, 4 4,44, 4
4, 4
5, 4

2,23, 3 4, 3

1 Brand strengths
1
3, 2

6 11

We compare Najm Blue to the best placed competitor on each aspect.

- Najm Blue scores (% of association) +

44 C2. And which of the brands listed below do you most strongly associate with each of the attributes given? You can associate each attribute with more than one brand if you think

appropriate or if you think a particular attribute does not apply to any of the brands listed, you can select ‘none of these’

All in %

Brand perceptions of Najm Cashback Blue Credit Card

Najm portfolio

Weaknesses Being customer Being an honest and Strengths
friendly and flexible
transparent brand
19, 84 22, 85

Having innovative products 21, 75 Being a digitally
convenient brand

IMPORTANCE 16, 71
Being a modern/ up to date brand

17, 63

Being the leader in the finance market Well-known finance brand
13, 53
20, 54

Being a popular brand
with friends and family

Being a Shariah compliant brand 17, 44

9, 39 Being a traditional Hygienics
brand
Less important
12, 35

BRAND PERFORMANCE

Base: Najm portfolio (n=353)

53

B11. Which of the following apply to Najm credit cards? Please select all that apply.