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Clr business storm - anao

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  • 1. "SmartCap": supporting the creation of the International Financial Centre Moscow, 2011
  • 2. The Bank of Moscow can contribute to the creation of the IFC 1 by increasing the citizens' financial activity TASKS Usage of banking products in Moscow The main task is to increase the usage of the banking products which are vital for the creation of IFC 1 IFC – International Financial Centre in Moscow Source : the case Moscow Government Global reorganization of the financial structure Modernization of legislation Bank of Moscow Increasing of the citizens' financial activity and competence Population involvement in the economic turnover
  • 3. The new Bank's project has to be focused on the most prospective clients Age Income Internet users Extent of involvement in financial activity Young Old Low High Don't use Active users Low High Rational young people 6 % Carefree young proletarians 12 % Target audience = 19.5 million people 9.75 million people High income Young and middle-aged Highly involved in financial activity Active Internet users Source : the case Appendix 1 Pensioners 14 % Young leaders 18 % Pre-pension employees 18 % Wealthy middle-aged 21 % Active middle-aged 11 %
  • 4. We propose an innovative educational online project for those who care about their money "SmartCap": invest in your future! KEY FEATURES NB! The project becomes an instrument for the Front Office staff development – they are also participants of the game Appendix 2 12 WEEKS 200 000 virtual roubles Invest in Bank’s various products Gain experience and benefit
    • Time to observe the real profitability of investment
    • MAKE THEM REAL!
    • Try all the products without fear
    • Get the evidence that mutual funds are advantageous
    • Top-10 gets the initial amount + interest yield
    • Top-100 gets interest yield and a chance to get practical advice on investment from top management of the Bank
  • 5. The project will not only yield high profit, but also give additional advantages to the Bank
    • Expected profit of 124,3 mln. RUR
    • In addition:
      • Development of human capital
      • Increase of the citizen financial activity
      • Rise of the Bank’s customer base
      • Higher professional competence of the sales managers
      • Promotion of the Bank’s brandname
    Expenses Income
    • For the exact calculations, please see:
    • Appendix 3 (Income Forecast)
    • and Appendix 4 (Expenses of the project)
  • 6. Accept our offer, and we will implement the project in 9 months 3 months 1 month 1 month 3 months 9 months 1 month 1 week 1 . Preparation : creation of working group 2. Development of on-line business game 3. Advertising campaign 4. Registration of participants 5. On-line business game 6. Feedback 1 month 2 month 3 month 4 month 5 month 6 month 7 month 8 month 9 month
  • 7. Appendices
  • 8. Appendix 1. The criteria of the segmentation of the target audience Back to presentation ↓ ↓ ↓ ↑ Pensioners ↓ O ↓ O O ↑ Pre-pension employees O O ↓ O ↑ ↓ Rational young people ↑ O ↓ O ↓ ↓ Carefree young proletarians ↑ O O ↑ O Active middle-aged ↑ O ↑ ↑ O Wealthy middle-aged ↑ ↑ ↑ ↓ Young leaders Internet users Extent of involvement in financial activity Income Age O ↑ - higher than medium ↓ - low O ↓ - lower than medium O – medium ↑ - high
  • 9. Appendix 2. Buzz marketing for financial services How consumers of financial services make decisions? What modern tools are efficient when promoting financial services? What is the preferable one? 1 2 3 * According to “Marketing games: entertain and conquer” by A. Popov Back to presentation
    • M ost Russians make decisions on the basis of recommendations of family, friends and fellows.
    • Most viral marketeers prefer*:
    • 69% — online games, quizes
    • 54% — entertaining websites
    • 47% - e-postcards
    M ultiuser games with consumers are considered to be the most efficient tool to conquer the consumers*
  • 10. Appendix 3. Income Forecast
    • Net profit of The Managing Company of the Bank of Moscow was 113,340 mln RUR in 2010
    • The amount of its customers is 16000 people
    • Net profit per client is ~ RUR7000
    • We expect increase of the customer base by 24375 people (5% of the amount of project participants, i.e. 5% from 487500 people)
      • In our expert opinion, at least 5% of the target audience
      • (i.e. 0.05 * 9 750 000 = 487 500 people) will participate in the online
      • project
    • Assumption: increase in profits
    • will be (24375 *7000) ~ 172,6 mln RUR
    Back to presentation
  • 11. Appendix 4. Expenses of the project Development of the branded business on-line game RUR 48 300 000 CALCULATIONS 1 Implementation and exploitation of the game 2 Advertising campaign 3 Total costs Source: the Internet Back to presentation The prizes for the winners will be paid from the net profit of the project IT-outsoursing RUR9 000 000 IT-outsoursing RUR11 500 000 Hourly wage of an employee Number of employees Working hours a day Months RUR1 200 8 8 5
    • Internet advertising :
    • www.Odnoklassniki.ru
    • www. Mail.ru
    250 000 RUR / day * 30 days 500 000 RUR / day * 30 days RUR7 500 000 RUR15 000 000 Billboards 50 billboards * 100 000 RUR RUR5 000 000 Development of Advertising campaign RUR300 000
  • 12. Thank You! Our team: Anna Nazarova, Natalia Ulyanova, A yuna D anzanova , Olga Pivovarova Finance University under the Government of the Russian Federation