QUOTE(winner @ Jul 1 2009, 09:34 AM)
What's so special at the threat fair? Any good freebies? The new Amex gold cc might be promoted at the event.
Personally, I don't think having 2 entities selling the same concept within the same organisation is good in the long run. In today's challenging market, cost efficiency and branding are crucial to successful management.
In the case of CIMB/DA, they offer same products which may confuse public. If CIMB is worried about losing its market share from existing DA customers in the event that such consolidation happens, the effect, in my opinion, is insignificant. The reason being all the existing DA cardholders are already aware that DA is part of CIMB, with the exemption of a number of retailers and public. Moreover, CIMB has now learnt enough the success story of the "free for life" concept as well cc innovation and marketing.
Should such consolidation not happen in the future, CIMB should be more proactive and innovative by creating completely different products for its CIMB cc segment which can distinguish the 2 brands.
Just my 2 cents.

You hit it right on. DA is in fact more cost effective and efficient, while brand value is of course, much too subjective. As such, its not possible for CIMB to cancel its generic card and move everyone over to the DA line thus the rationale of retaining both lines until such times when the CIMB generic cards are able to stand out by themselves.
Further, success is not all about free for life cards only, as can be demonstrated by many paying card members around. Otherwise CIMB or DA would have wiped out the market when they were launched. But obviously CIMB is trying to change the perception that its generic cards are more prestige by upping its so called requirements but this does not change the fact that the market perception has not changed much as CIMB is still equated with the infamous Bank Bumi.