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Creating a different bank, Marlon van der Goes (Zuno), LOTE 2011
Creating a different bank, Marlon van der Goes (Zuno), LOTE 2011
Creating a different bank, Marlon van der Goes (Zuno), LOTE 2011
Creating a different bank, Marlon van der Goes (Zuno), LOTE 2011
Creating a different bank, Marlon van der Goes (Zuno), LOTE 2011
Creating a different bank, Marlon van der Goes (Zuno), LOTE 2011
Creating a different bank, Marlon van der Goes (Zuno), LOTE 2011
Creating a different bank, Marlon van der Goes (Zuno), LOTE 2011
Creating a different bank, Marlon van der Goes (Zuno), LOTE 2011
Creating a different bank, Marlon van der Goes (Zuno), LOTE 2011
Creating a different bank, Marlon van der Goes (Zuno), LOTE 2011
Creating a different bank, Marlon van der Goes (Zuno), LOTE 2011
Creating a different bank, Marlon van der Goes (Zuno), LOTE 2011
Creating a different bank, Marlon van der Goes (Zuno), LOTE 2011
Creating a different bank, Marlon van der Goes (Zuno), LOTE 2011
Creating a different bank, Marlon van der Goes (Zuno), LOTE 2011
Creating a different bank, Marlon van der Goes (Zuno), LOTE 2011
Creating a different bank, Marlon van der Goes (Zuno), LOTE 2011
Creating a different bank, Marlon van der Goes (Zuno), LOTE 2011
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Creating a different bank, Marlon van der Goes (Zuno), LOTE 2011

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  • 1. CREATINGA DIFFERENT BANKMarlon van der GoesChief Marketing OfficerZUNO BANKLiving on the Edge19 April 2011Bratislava
  • 2. CREATING A DIFFERENT BANK | 19 March 2012 | BRATISLAVA ZUNO.SKIs there a space for another bank? 2
  • 3. CREATING A DIFFERENT BANK | 19 March 2012 | BRATISLAVA ZUNO.SKYes, there is.Usage of internet banking (EOY 2010) European TOP 3 Development (Slovakia) 36% 83% 33% 77% 76% 25% 23% 19% NO NL FI 2004 2009 2010 EU SK PL CZ HU When comparing to 2009, Slovakia was ranked 2nd among EU countries (after CEE region has a great growth potential, France) with the most increasing percentage thus being target market for ZUNO of internet banking usageSource: Eurostat 2010 3
  • 4. CREATING A DIFFERENT BANK | 19 March 2012 | BRATISLAVA ZUNO.SKReasons for selecting a direct bank (current vs. potential usersin Hungary, Poland, Slovakia and Slovenia) current users 24/7 telephone hotline prospective Easy to use internet banking users Positive assessment in the media Recommended friend/relative I find the info I need on website Not restricted to opening hours Security of transactions is ensured Guaranteed higher deposit protection Better fees than banks with branches It’s a modern/dynamic bank Consultancy is offered as wellTransparent/fair with customer/easy to understand Products and services meet needs/tailored Provides fast/comfortable service Better rates than banks with branches I would never cooperate with direct banks 0% 20% 40% 60% 80%Source: The Brand Union 2009 4
  • 5. CREATING A DIFFERENT BANK | 19 March 2012 | BRATISLAVA ZUNO.SKAdditional reasons of Raiffeisen Bank International 1. Collect primary deposits at low cost 2. Capture/retain emerging self-driven, technology savvy customer segment with new value proposition (self-service and price sensitive) 3. Seize profitable business opportunity (long-term growth) 4. It is better to have in-house competition 5
  • 6. CREATING A DIFFERENT BANK | 19 March 2012 | BRATISLAVA ZUNO.SKThe model already exists in many markets Branch based banking Direct bank 6
  • 7. CREATING A DIFFERENT BANK | 19 March 2012 | BRATISLAVA ZUNO.SKSlovak market analysis Population (all aged 16-74) Internet users (use internet at least once a week) Internet banking users (used internet banking in the last 3 months) Online shoppers (ordered over internet in the last 3 months) 1.3 mil advanced internet users (minimum)Source: Eurostat EOY 2009 7
  • 8. CREATING A DIFFERENT BANK | 19 March 2012 | BRATISLAVA ZUNO.SKTarget group selection process...According tofactor analysis(Slovakia),Group 3 is:able to saverely on moneysafety above all PRIMARYthey care about TARGETmoney 700 ths people, 567 ths people, 751 ths people, 743 ths people, 1015 ths people, 333 ths use 196 ths use 406 ths use 194 ths use 439 ths use internet at least internet at least internet at least internet at least internet at least once a week once a week once a week once a week once a week (48%) (35%) (54%) (26%) (43%)Source: MML-TGI SR 2009 8
  • 9. CREATING A DIFFERENT BANK | 19 March 2012 | BRATISLAVA ZUNO.SK… and outcome: Size 406.000 Gender slightly more males (55% of TG vs. 49% in population) Age 20-39 (53% of TG vs. 39% in population) Education highly educated (70% of TG high school with GCE or university vs. 42% in population) Global socio- level 1+2 (73% of TG vs. 30% in population) economic levels Slovak socio-economic ABC1 (51% of TG vs. 39% in population) classification Activity and racionality very active with emphasis on emotions Bank SLSP (42% of TG vs. 39% in population), VÚB (31% of TG vs. 24% in population), Tatra (21% of TG vs. 12% in population) Lifestyle  Kristína & Róbert (23% of TG vs. 11% in population) – the successful  Kata & Peťo (23% of TG vs. 11% in population) – young, active couple  Vlado (14% of TG vs. 12% in population) – handy man  Jana (12% of TG vs. 11% in population) – a perfect housewife They: are able to save are not afraid and not easy going regarding money = money consciousness do rely on money have safety above all 9
  • 10. CREATING A DIFFERENT BANK | 19 March 2012 | BRATISLAVA ZUNO.SKCustomer preferences Outcomes from qualitative research  Everything is clear and easy to understand and use Functional 1  They use technology to make banking better and simpler for their customers attributes  Money-saving ideas whether you’re a businessman or a mother looking after your family  This is the bank that helps you make the best decisions about your finances Benefit 2  Where managing money puts you in control of your life statements  Banking online can be different Attitudinal 3  The bank that doesn’t look or feel like a bank statements  This bank listened and acted on what people want from their banks  This bank encourages dialogue  In touch with customer needs  Less is more  This bank is focused on function and clarity, not pretending to be anything elseSource: The Brand Union 2009 10
  • 11. CREATING A DIFFERENT BANK | 19 March 2012 | BRATISLAVA ZUNO.SKSo we created a concept… VIDEO about “Less bank, more life” 11
  • 12. CREATING A DIFFERENT BANK | 19 March 2012 | BRATISLAVA ZUNO.SK… with an inspiring brand model: We’re an intelligent bank. Smart and full of ideas, we use our unconventional wisdom to solve problems creatively. Our customers can expect us to provide clever and better ways of banking. Bright We’re always there for our We’re straightforward and know customers. We fulfill their how to take the complexity out Warm Clear needs by making banking of banking. We are user-friendly friendly, respectful and and speak our customers accessible. This is human language. We make banking banking - always within reach. simpler and clearer. 12
  • 13. CREATING A DIFFERENT BANK | 19 March 2012 | BRATISLAVA ZUNO.SK… when it comes to tools we use: Urchin Secure and very exact way of web analytics used for tracking Remarketing Adaptation of messages communicated to audience A/B testing Does “Become a client” work better than “Try ZUNO”? Social listening Has someone written something about ZUNO? Creative pretesting  Using neuroscience, we pretest creatives and website designs before they go out  We use automated image recognition in combination of predictive models  We know where the attention will be drawn in first seconds of perception of our banners 13
  • 14. CREATING A DIFFERENT BANK | 19 March 2012 | BRATISLAVA ZUNO.SK… when it comes to our internal culture: data centre core system call center PL Poland Warsaw Katowice call center ZUNO SK & CZ & HU Head Prague Office Czech Rep. Nitra Slovakia Vienna Bratislava SWIFT payments Austria Budapest Hungary Slovenia Romania Ljubljana Bucharest ZUNO is a truly international and multicultural company card processing More than ten nationalities are working for us 14
  • 15. CREATING A DIFFERENT BANK | 19 March 2012 | BRATISLAVA ZUNO.SKAccording to us banks do not have to be boring 15
  • 16. CREATING A DIFFERENT BANK | 19 March 2012 | BRATISLAVA ZUNO.SKWhat are main benefits?Reasons for accepting pure internet bankComfort, don’t have to leave home 53 Vey low fees / no fees 36 It saves time / it’s fast 24 I don’t have to go to bank, stand 21 in waiting line Time flexibility 12 It’s simple 11 Advantageous interest rate 4 Other 8 Don’t know 5Source: GfK Slovakia survey, March 2011 16
  • 17. s CREATING A DIFFERENT BANK | 19 March 2012 | BRATISLAVA ZUNO.SK And people have started to realise that: I am the client of internet bank already and that Absolutely is my main bank not acceptable I am the client of internet 5.2 5.4 bank already, but I do also have other banks 11.2 More unacceptable than acceptable. I would prefer 32.0 to have a brick and mortar bank It is acceptable for 46.2 me and I am already thinking of becoming a client of an internet bank Source: GfK Slovakia survey, March 2011 17
  • 18. CREATING A DIFFERENT BANK | 19 March 2012 | BRATISLAVA ZUNO.SKWhy should people believe ZUNO? We are open all hours We have intelligent internet technology We offer finances at your fingertips We feel user friendly We are easy to understand We use simple, yet human language 18
  • 19. THYO A U NK

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