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Welcome to Sustainable BankingBrussels, March 20, 2012
Table of contents1.   Marketing 3.0. a glance2.   Triodos Bank at a glance3.   Our deposit clients4.   Marketing Communica...
Marketing 3.0.                                                               Philip Kotler model of the future           ...
Triodos Bank at a glance4
Sustainable bankingThe basics of banking                                                  Investment Funds                ...
Buildings blocks        1980                      1993         1994                          2004                     2009...
Mission- To help to create a society that protects and promotes the  quality of life of all its members- To enable individ...
Triodos Bank in Belgium                       50.000 clients, 90 employees, 1 billion depositsRetail Banking: savings acco...
}The Triodos way of banking> Sustainabality> Stability> Long Term Vision> Transparancy> Human scale> Profitability
Loans to depositsBillion euro                Loans   Deposits          Conversion ratio 4,0                               ...
Oriented long term     • Tension of maximam 1 to 10     between lowest and highest     salary     • No variable salary: no...
TransparancyBreng uw spaargeld in kaart/ Suivez votre épargne à latraceSavers know where theirmoney is used for           ...
About Triodos Bank                                      AnnexExample of projectsThe Saint Patrick windfarm, in theNorth of...
About Triodos Bank                                           AnnexExample of projectsUltima Vez vzw, Brussels, is a dancec...
About Triodos Bank                                         AnnexExample of projectsRoomeR bvba, Gent, is a small breweryes...
About Triodos BankExample of projectsAutre Chose, a shop in Rixensart, offers alarge choice of organic and naturalproducts...
Our deposit                                                  clientshttp://www.triodos.be/fr/particuliers/soyez-fier-de-vo...
Cultural Creatives+40 yearsAverage to highly educatedAverage to high income (top salaries not included because less affini...
High educated on average(diploma of main responsible for the income)        Secundary               16%         Bachelor  ...
Marketing     Communication21
How clients get to know us        advertisement in a paper/mag                        14%                internet advertis...
Three pillars           TRUST (ratio)              rationele pijler                                             ENGAGEMENT...
24
What about       Kotler ?25
TRIODOS BANK (1980) & KOTLER’S MARKETING 3.0. (2010)
TRIODOS BANK (1980) & KOTLER’S MARKETING 3.0. (2010)
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TRIODOS BANK (1980) & KOTLER’S MARKETING 3.0. (2010)

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Triodos Bank is a true values-driven bank. The mission of the bank is to make money work for positive social, environmental and cultural change. Banking for a better world.

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  • UNE BANQUE DOIT ÊTRE DURABLE. C’est bien pour cela que, depuis plus le début il ya plus de trente ans, nous finançons exclusivement des projets à plus-value écologique, sociale et culturelle. Énergies renouvelables, filière bio, immobilier basse énergie, théâtres, l’économie sociale, … Autant d’activités qui favorisent la protection de l’environnement, la qualité de vie et la dignité humaine. UNE BANQUE DOIT AUSSI ÊTRE STABLE. Le rôle d’une banque est de financer les projets des uns avec l’épargne des autres. Pas de risquer l’argent qui lui est confié dans des produits financiers trop complexes. Voilà pourquoi, loin du stress de la Bourse, nous ne finançons que des activités que nous comprenons, des entreprises et organisations que nous connaissons. UNE BANQUE DOIT ÊTRE ORIENTÉE LONG TERME. C’est pourquoi nous refusons la recherche du profit à court terme et à tout prix qui, souvent, conduit à des prises de risques incontrôlées. Les bonus n’ont d’ailleurs pas cours chez nous : rien ne les justifie, ils sont au contraire dangereux car ils poussent au risque et au court terme. UNE BANQUE DOIT ÊTRE TRANSPARENTE. Le plus souvent, les épargnants ignorent ce qu’il advient de leur argent une fois déposé à la banque. Mais vous, vous savez précisément à quoi sert votre épargne, comme nous venons d’en parler. C’est selon nous la seule manière de mériter votre confiance dans la durée.  UNE BANQUE DOIT ÊTRE À TAILLE HUMAINE. Parce qu’être grand ou global ne signifie pas être efficace. Nous préférons nous concentrer sur les domaines et les marchés que nous maîtrisons. C’est aussi dans cet esprit que nous ne sommes pas cotés en Bourse et que notre structure empêche toute prise de contrôle. ENFIN, UNE BANQUE SE DOIT AUSSI D’ÊTRE RENTABLE. La rentabilité est selon nous un des indicateurs de la santé d’une entreprise, en même temps qu’une condition de son développement futur. Mais le profit n’est pas pour nous un but en soi. Le rendement doit être à la fois financier et sociétal, il doit bénéficier à tous : aux clients, aux collaborateurs, aux actionnaires comme à la société en général
  • Bij de analyse van een kredietaanvraag kijkt Triodos naar:de financiële leefbaarheid het duurzame karakter van het project Hiervoor hanteren wij sociale en ecologische criteria:Maatschappelijke doelstelling- (herhaling // dia 5 “Drie doelstellingen/missie”) menselijke waardigheid en levenskwaliteit zijn de kern van onze bekommernis - doel: een hefboomeffect voor een duurzamere maatschappij creëren 2. Duurzamheidscriteria- de duurzame activiteitensectoren wordt geïdentificeerd- de duurzame criteria worden toegepast bij de studie van de kredietaanvraag- de maatschappelijke en technologische evoluties worden geïntegreerd- actief op verschillende niveaus: lokaal, nationaal, internationaal3. Verantwoorde Selectie- Financiering van projecten met een sociale, culturele of ecologische toegevoegde waarde en die verenigbaar zijn met een realistisch financieel plan - onderzoek over de motiveringen en de bekwaamheden van de dragers van een project 4. Transparantie-publicatie van financieringscriteria- projecten die wij financieren zichtbaar op interactieve kaart. Het aantal projecten blijft groeien- als de project niet doorgaat legt dan Triodos aan de initiatiefnemers waarom uit (constant dialoog)----------------------------------------------------Rood : Door Triodos Bank BelgiëGrijs : Door andere vestigingen (Bron: http://www.triodos.be/nl/over-triodos-bank/wat-we-doen/ons-kredietbeleid/)
  • Transcript of "TRIODOS BANK (1980) & KOTLER’S MARKETING 3.0. (2010)"

    1. 1. Welcome to Sustainable BankingBrussels, March 20, 2012
    2. 2. Table of contents1. Marketing 3.0. a glance2. Triodos Bank at a glance3. Our deposit clients4. Marketing Communication5. What about Kotler? 2
    3. 3. Marketing 3.0. Philip Kotler model of the future Building theNew definition of Marketing: brand = keyBrand – Positioning – DifferenciationBrand-Identity – Brand Integrity – Brand-Image:• Brand-Identity : postioning the brand in the head of the client=> ratio  Positionering : unique to be seen and heard in an overfull market  Positionering : relevant to adress rational needs and desires of clients• Brand Integrity : fullfill the positioning, the promise• – create credibility and trust through authenticity and differenciation ; talks to the soul• Brand-Image: : create a strong emotion; must adress the , the hart => to lead to action and buy-decision 3
    4. 4. Triodos Bank at a glance4
    5. 5. Sustainable bankingThe basics of banking Investment Funds Savers SRI Funds Private Banking Savings 5 Branches : NL – BE – UK – ES – GE 355.000 clients (+ 24%) Total balance : 4.3 billion (+21%) Net profit : 17 million (+ 51%) credits AUM : 6.8 billion (+21%) - Finance to 96 microfinance institutions in 43 countries Social Ecological Cultural Global Alliance for Banking on Values 5
    6. 6. Buildings blocks 1980 1993 1994 2004 2009 Opening Triodos Opening Triodos Opening Opening Triodos Opening Triodos Netherlands Belgium Triodos UK Spain Germany 1994 2004 2006 2009 Fondation Triodos-Doen Sustainable Triodos Triodos Fondation Hivos-Triodos Real Estate Fund Culture Fund Microfinance Fund (Microfinance) 1990 2000 2007 First Green fund Triodos Meerwaarden Triodos Sicav I , Lux, in Europe Fondsen, NL (Sustainable Equity, Bond, (Equity, Bond, Mixed) Mid&Small caps, Mix Fund) 6
    7. 7. Mission- To help to create a society that protects and promotes the quality of life of all its members- To enable individuals, organisations and businesses to use their money in ways that benefit people and the environment, and promote sustainable development- To provide our clients with innovative financial products and high quality service 7
    8. 8. Triodos Bank in Belgium 50.000 clients, 90 employees, 1 billion depositsRetail Banking: savings accounts, fixed term deposits,electronic bankingBusiness Banking: current account, savings accounts, fixedterm deposits, electronic bankingPrivate Banking: sustainable portfolio management incooperation with Puilaetco Dewaay Private BankersCredit and Project Finance: environmental, cultural and socialprojects.Investment Funds: Equity, Bond, Mid & Small Cap Equityinvestments with rigourous sustainability criteria and engaged dialogwith companies worldwide. Microfinance and renewable energyfunds. 9
    9. 9. }The Triodos way of banking> Sustainabality> Stability> Long Term Vision> Transparancy> Human scale> Profitability
    10. 10. Loans to depositsBillion euro Loans Deposits Conversion ratio 4,0 90% 85% 3,5 80% 77% 3,0 75% 2,5 71% 70% 2,0 64% 65% 60% 1,5 61% 63% 55% 1,0 50% 0,5 45% 0,0 40% 2007 2008 2009 2010 2011 11
    11. 11. Oriented long term • Tension of maximam 1 to 10 between lowest and highest salary • No variable salary: no bonusses, no stock options 12
    12. 12. TransparancyBreng uw spaargeld in kaart/ Suivez votre épargne à latraceSavers know where theirmoney is used for 13
    13. 13. About Triodos Bank AnnexExample of projectsThe Saint Patrick windfarm, in theNorth of France, counts 15 turbines with a totalpower of 35 MW.One of the largest onshore wind energy projectsfinanced by Triodos Bank Belgium. 14
    14. 14. About Triodos Bank AnnexExample of projectsUltima Vez vzw, Brussels, is a dancecompany established in 1986 by Wim Vandekeybus.It houses the various dance, film and produceractivities. Ultima Vez is an internationally respectedmature artistic organisation. Its’ primary activity is thecreation of dance performances whileit also engages in educational projectstowards various target groups, i.e. youngsters,amateurs, professionals.Triodos Bank financed the sustainable refurbishmentof a building to house the company’s activities. 15
    15. 15. About Triodos Bank AnnexExample of projectsRoomeR bvba, Gent, is a small breweryestablished by the brothers Maarten en Jeroen drinkMichels. It is a craft business producing abased on local elderflowersproduce. Sustainability scores high not only withregards to raw materials, the social impact of theenterprise is also a central theme.Triodos Bank financed the completion of the factorybuilding, production line automation and logisticsfacilities. 16
    16. 16. About Triodos BankExample of projectsAutre Chose, a shop in Rixensart, offers alarge choice of organic and naturalproducts: general food products , health andbeauty products, cleaning products. Each year “AutreChose” grows its client base by 10%.Triodos Bank financed the shop extension andfoodware cooling system. 17
    17. 17. Our deposit clientshttp://www.triodos.be/fr/particuliers/soyez-fier-de-votre-epargne 18
    18. 18. Cultural Creatives+40 yearsAverage to highly educatedAverage to high income (top salaries not included because less affinity, it shows)Men and women (50/50)Interest in leisure and cultureFriends are importantLikes to travel, to visit cafés and restaurantsBuys bio, fairtrade en eco productsAttentive to equal rights, diversity, environment 19
    19. 19. High educated on average(diploma of main responsible for the income) Secundary 16% Bachelor 22% Master 37% Master +extra, 26% Doctor = very high in general 20
    20. 20. Marketing Communication21
    21. 21. How clients get to know us advertisement in a paper/mag 14% internet advertisement 1% press article 21% exhibition or event 9% via family 12% via agent of the bank 2% via neigbours, colleges, friends, … 27% via a non-profit organisation 31% via my profession 6% another way 6% dont know it anymore 12% 22
    22. 22. Three pillars TRUST (ratio) rationele pijler ENGAGEMENT (soul) sociale pijler PRIDE (emotion) emotionele pijler
    23. 23. 24
    24. 24. What about Kotler ?25
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