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Cimb bank assignment re=do

  1. 1. Student ID Number: 1130873/1 Module Subject: Marketing Essentials Lord Ashcroft International Business School Marketing EssentialsModule Code: BB115009SAcademic Year: 2011/2012Semester: TwoStudent ID Number: 1130873/1 1
  2. 2. Student ID Number: 1130873/1 Module Subject: Marketing Essentials ContentsContents……………………………………………………………………….…….2-3 1. Company overview 1.1 History- summary…………………………………………………….…..4 1.2 Branches……………………………………………………….………….5 1.3 Vision and mission………………………………………………………5 1.4 Brands –product and services……………………………….…..…….6 1.5 Business Description…………………………………………....………6 1.6 Board of director……………………………………………….…...…...7 1.7 Financial Statement………………………………………………………8 2. SWOT analysis……………………………………………………..…….…..9 2.1 Strength………………………………………………………..……….…9 2.2 Weakness………………………………………………………………..10 2.3 Opportunity………………………………………………………………11 2.4 Threat…………………………………………………………….……….12 2.5 Key competitor……………………………………………….………….13 3. New idea or service for the company………………………...…………..14 3.1 Special CIMB Group Office……………….…………………………...14 3.2 Printed material in multi-language…… ……………………...………14 3.3 Increase the Excellent criteria (Multi-language) for staff…….…….15 3.4 Drives through agencies (Malaysia and Oversea)…….…………….15 4. Budget plan…………………………………………………...……………..16 4.1 Implementation………………………………………………………….16 4.2 Financial forecast……………………………………………………….17 4.3 Cost analysis…………………………………………………………….18 2
  3. 3. Student ID Number: 1130873/1 Module Subject: Marketing Essentials5. Gap analysis……………………………………..………………………….19 5.1 The recommendation and future marketing strategy….……………20 5.1.1 Price………………………………………………………………20 5.1.2 Place…………………………………..…………………………21 5.1.3 Product…………………………….…………………………….21 5.1.4 Promotion…………………..………………………………...…216. Summary………………………………..……………………………………227. Reference…………………………..………………………………………23-248. Appendix……………………..………………………………………………25 8.1 Brands (product and services)………….……………………………..25 8.2 Business description………………….…………………………...…..26 3
  4. 4. Student ID Number: 1130873/1 Module Subject: Marketing Essentials1.0 Section 1- Company overview 1.1 History-summary CIMB Group Holding Berhad (Commerce International Merchant bankers BHD)has a lot of process to be a regional universal bank operating in high growth in ASEAN.A history that speaks of a pioneering spirit in Malaysian’s banking landscape ofsynergistic achievement. The first branches was open in Kuching Malaysia in 1924 by using name isBianChiang Bank by Wee Kheng Chiang by manage the business financing andissuance of bills of exchange. In 1986, Bank of Commerce replaced Bank Pertanian asthe controlling shareholder of Pertanian Baring Sanwa Multinational, following which itsname was changed to Commerce International Merchant Bankers Bhd (CIMB). Thesecompanies become modern and thriving financial institution in 1990 century andoperation in Malaysia and Singapore. In 2000 century, this banking company made the new brand such as CIMBNiaga, and launch CIMB Islamic in 2003. There also formatting of CIMB-Principal(2004) International Investment banking operation (2004), restructuring CIMB Groupexercise and launch of CIMB Group as a Regional Universal Bank in 2006. In 2007, thisbank was launch of CIMB Foundation. Principal Islamic Asset Management was launchin 2008 and in 2009, CIMB Thai officially launch and launched of CIMB Singapore. In2010, the first branch was open in Phnom Penh on 19 November (CIMB Annual ReportHistory, 2011). CIMB Group was provided Corporate Entities such us CIMB Investment Bank,CIMB Bank, CIMB Islamic, CIMB Niaga, CIMB Securities International and CIMB Thai.The retail branch of CIMB Group now day was across ASEAN region and investment.There organized the Consumer Banking, Corporate Banking & Markets & InstitutionalBanking and Group Asset Management, Insurance and Takaful also CIMB Islamic(CIMB Profile, 2011). 4
  5. 5. Student ID Number: 1130873/1 Module Subject: Marketing Essentials 1.2 Branches This banking company was has major global financial centre and coveringASEAN with 14 countries such as Malaysia, Indonesia, Singapore, Brunei, Cambodia,Myanmar, Vietnam and other countries like Bahrain, China, Hong Kong, India, SriLanka, UK, and USA. Another country that joint with CIMB Group as customer hassignificant business and investment dealings. This banking company headquartered inKuala Lumpur, Malaysia (CIMB About us, 2011). In addition, this group have smart partnerships such us the Principal FinancialGroup, Aviva plc, Bank of Tokyo-Mitsubishi UFJ, Standard Bank plc, and DaewooSecurities, and among others (CIMB Profil,2011). 1.3 Vision According to the annual report in 2011, this group vision is to be the leadingASEAN franchise in 2015 (corporate report, 2011). Mission This group mission is “We want in our people to driven a culture driven byinnovation to deliver quality service whilst providing superior returns and value to ourstakeholders. The core values of CIMB employees are; Integrity, Innovation, ClientOrientation, Teamwork and Efficiency” (About us, 2011). 5
  6. 6. Student ID Number: 1130873/1 Module Subject: Marketing Essentials 1.4 Brands (product and service) These companies believe can harnessing the scale and diversify of ASAEN.There always welcome the difference of the opinion, culture and language andembracing diversity. By use this slogan “ASEAN FOR YOU” these companies committed increasestheir service to creating the value and the needs of the customers (source: Our brands,CIMB Group, 2011). The brand of the CIMB group will shown on appendix 1 whichincludes CIMB group, CIMB, CIMB Bank, CIMB Niaga, CMB Thai, and CIMB Islamic. 1.5 Business description CIMB Group today operates across ASEAN under several corporate entities.They include CIMB Investment Bank, CIMB Bank, CIMB Niaga, CIMB SecuritiesInternational and CIMB Thai (Business description, 2011) This banking company business lines in main market of Malaysia, Indonesia,Singapore and Thailand are organized primarily across the following areas. The detail ofthe CIMB Group business will show in Appendix 2 which includes the ConsumerBanking, Corporate and institutional banking and markets, and Group AssetManagement, Insurance and Takaful. 6
  7. 7. Student ID Number: 1130873/1 Module Subject: Marketing Essentials 1.6 CIMB Board of Director- CIMB Group Leader Chairman/ Non-Independent Non- Executive Director Tan Sri Dato’ Md Nor Yusof (Malaysian) Group Managing Director/ Chief Executive officer Dato’ Sri Nazir Razak (Malaysian) Independent Non- Non-Independent Executive Director Non-Executive Director Datuk Dr. Syed Muhamad Syed Abdul Kadir (senior) Hiroyuki Kudo (Malaysian) (Japanese) Dato’ Hamzah Bakar Dato’ Robert (Malaysian) Cheim Dau Meng Dato’ Zainal Abidin Putih (Malaysian) (Malaysian) Katsumi Hatao ( Cezar Peralta Consing Japanese) (Filipino) Glenn Muhammad Surya CIMB Group Management Yusuf (Malaysian) communities Watanan Petersik (Thai) Dato’ Dr. Gan wee Beng (Deputy Chief Executive Officer, Group risk management) Dato’ Charon Wardini Mokhzani (Deputy chief executive Officer, Group and Investment Banking) Subhak Sirawaraka (President/ Chief Executive Officer CIMB Thai public company Limited) Mak Lye mun ( Chief Executive Officer, CIMB Bank Singapore) Kenny Kim ( Group Chief Financial Officer, Group Strategy and Finance) Badlisyah Abdul Ghani ( Islamic Banking) Iswaran Suppiah ( Group Information and Operations) Lim Tiang Siew ( Group Chief Internal Auditor) Hamidah Naziadin ( Group Corporate Resource) Kong Sooi Lin ( Investment Banking) Effendy Shahrul Hamid (Group Marketing and Information)The CIMB Group Holding BHD board of director was taken from 2011 annual report. 7
  8. 8. Student ID Number: 1130873/1 Module Subject: Marketing Essentials 1.7 Financial performance Financial statement year ended 31 December 2011(Annual report 2011)Consolidated Statement of Income andConsolidated Statements of Financial 2011 (RM000) 2010 (RM000) 2009 (RM000) 2008 (RM000) 2010 (%) 2009 (%)PositionNet interest income 6,676,251 6,604,775 6,068,906 4,660,596 8.83 30.22net non-interest income 5,445,778 5,273,428 4,414,245 2,961,777 19.46 49.04Overheads 6,629,912 6,613,304 5,551,847 4,025,217 19.12 37.93Profit before allowances 5,492,117 5,264,899 4,931,304 3,597,155 6.76 37.09Allowance for impairment losses onloan,advances and financing 487,343 607,176 1,022,605 794,715 -40.62 28.68Profit before taxation 5,203,142 4,626,717 3,791,293 2,694,107 22.04 40.73Netprofit for the financial year 4,030,798 3,500,803 2,786,232 1,930,486 25.65 44.33Gross dividens paid 1,486,555 1,992,167 881,865 836,868 125.9 5.38Loans, advance and financing 183,838,777 159,181,385 117,382,074 95,904,058 11.95 21.14Total assets 300,152,709 269,365,244 207,090,759 182,801,239 12.24 15.88Deposits from cutomers 221,933,142 199,845,664 146,890,210 126,866,791 11.72 21.78Total liabilites 273,289,549 245,062,045 188,278,166 165,946,629 12.76 15.43Shareholders fund 25,936,470 23,229,966 17,099,203 15,710,051 14.18 18.98commitments and contingencies 414,197,407 349,069,257 321,678,842 267,168,733 8.11 0.38RatiosCore capital ratio (CIMB Bank) 15.26 14.47 14.81 10.75 -2.3 37.77Risk-weighted capital ratip (CIMB Bank) 17.59 15.36 15.06 13.9 1.99 8.35Return on average equity 16.4 16.19 14.88 11.77 8.8 26.42Return on total assets 1.34 1.3 1.16 0.93 11.94 24.55Cost on income ratio 54.69 55.68 52.96 52.81 5.13 0.29Cost to total assets 2.21 2.46 2.31 1.94 6.13 19.02Gross impaired/ non-performing loans togross loans 5.11 6.14 4.98 4.94 23.26 0.79Loans loss coverage ratio 81.12 81.12 90.76 88.05 -10.63 3.08Loan deposit ratio 82.84 79.65 79.49 79.91 0.21 -0.53Equity to assets 8.64 8.62 8.48 8.26 1.73 2.67Equity to loan 14.11 14.59 14.31 14.57 1.99 -1.78Other informationEarnings per share (sen)Basic 54.23 48.72 39.47 28.59 23.44 38.03Fully diluted n/a n/a n/a 28.88 n/a n/aNet tangible assets pershare (RM) 2.15 -41.31 22.53Gross dividend per share (sen) 20 36.58 25 25 46.3 0Numbers of shares In issue (000) 7,432,775 7,432,775 3,531,766 3,578,078 110.45 -1.29Weighet average number of shares inissue (000) 7,432,772 7,186,034 7,059,934 6,751,796 1.79 4.56Share price at year-end (RM) 7.44 8.5 12.84 5.85 -33.8 119.49Number of employees 40,244 36,984 35,922 31,932 2.96 12.5 Resource: CIMB Annual Report (financial statement) 2011 8
  9. 9. Student ID Number: 1130873/1 Module Subject: Marketing Essentials2.0 SWOT Analysis of CIMB Group Holding BHD. Every company has the present about the performance. Those companies havetheir strength, weakness, opportunity and threat. CIMB Group Holding BHD also hastheir own SWOT analysis for their company. 2.1 Strengths Diversified business mix CIMB Group operates the business across ASEAN by provides consumer,investment, Islamic and private banking product and services worldwide (CIMBBusiness, 2011). In addition this company also offers asset management, wealthmanagement, insurance product and services, foreign exchange, engage in the fundmanagement and so on. This business was operate under several corporate entities that include CIMBInvestment Bank, CIMB Bank, CIMB Islamic, CIMB Niaga, CIMB Securities Internationaland CIMB Thai (CIMB, Our business, 2011). The mixed business that provide by CIMBGroup is the strength of this Malaysian Banking Company. Higher returns This company has the positive performance on the profit in year 2011. The profitpercentage was increase 44.49% from 2009 until 2011. CIMB Group reported a recordnet profit of RM 4,031 billion for year 2011, which is increase 15.17% from 2010 netprofit (Annual Report, 2011). This banking company has the higher return every year from 2008 until today,best on the income statement. Positive performance on the return is the strength of thiscompany. 9
  10. 10. Student ID Number: 1130873/1 Module Subject: Marketing Essentials 2.2 Weaknesses Under performance of GAM &Insurance & Takaful CIMB Group’s fund management business was managing by Group AssetManagement (GAM). GAM manages both conventional and Shariah-compliantinstitutional and retail funds over a wide range of asset classes and geographies (OurBusinesses, CIMB Group, 2011). The asset management was operated by CIMB-Principal Asset Management,CIMB-Principal Islamic Asset Management, CIMB Wealth Advisors (CWA), CIMB-Mapletree Management, CIMB Trust Capital Advisors, Cap Asia, and CIMB PrivateEquity and Venture Capital (PEVC). Meanwhile, all the CIMB Group insurance and Takaful joint ventures and theDevelopment of Bancassarance were managed by Insurance and Takaful Group (CIMBGroup, Business Description, 2011). Managed by other party is the weakness of CIMBGroup. Rise in None Performing loans & loan loss provision Rise in the non-performing loans and loan loss provision also the disadvantageof this company. The non-performing loan ratio to an all-time low of 2.0% from the 2.3%in 3Q09, while loss coverage to 90.85 from the b=86.7% in the previous quarter 2011(investment research, 2011). That mean the all-time for the non-performing loan wasincrease. So this is the weakness for the CIMB Group. The rises of the non performing loan effect the provision that have. Because ofthe increasing of the value, the provision was effected. So that can loss the provisionthey have for loans. We see this as weakness for the CIMB Group. 10
  11. 11. Student ID Number: 1130873/1 Module Subject: Marketing Essentials 2.3 Opportunities Growing Global Islamic Finance market CIMB Group has the opportunity to growing the global Islamic finance market.This is because the CIMB Islamic is the main branding that there have. This group havea lot business consists of Shariah advisory, debt market and so on. CIMB GroupBusiness has the higher requirement from the banking market and higher user inIslamic Banking management (About us, 2011) CIMB Group needs to change the perception to be global market especially forthe Islamic Finance market. This opportunity must be used to be a strong Company. High investment opportunity CIMB Group has the opportunity to invest their product and service especially inSri Lanka. This economy country is very good that the GDP growth of 4.8% over thepast 30 years despite the tolls of market. In the last 5 years, GDP per capita hasdoubled to US$2863 from US$1244 in 2005- more than twice that India and Pakistan,and four times that of Bangladesh (CIMB Group, Plan 21 December 2011) CIMB Group can provide the brands they have like CIMB Islamic, CIMBinvestment bank and CIMB bank that provide the financial management (personal andcorporate) and so on that needed from the consumer and customer in Sri Lanka. 11
  12. 12. Student ID Number: 1130873/1 Module Subject: Marketing Essentials 2.4 Threats Global economic imbalances The imbalance of economic global also affected the CIMB Group performance infuture. By seeing the future and the present economic situation, we can see that globaleconomic was going down because off the recession in 2008 until 2010 (EconomicGlobal Report, 2011). This problem effected the economic global even though America,Europe, and another strong economic also affected. As a growing countries Malaysia also effected and facing the problem. So, theimbalances of global economic is a threat of the all company accept CIMB Group. Inthis situation this group must know to maintain their performance. Stiff competition In this banking term, CIMB Group has a stiff competition. This company has theirown competitor like Malayan Banking BHD, Public Banking BHD and so on. But this isthe most completive competitor that CIMB group need to match. Even though CIMB Group is a largest banking company, there has need to seethis competitor. This is because the competitors have their own planning to be a goodbanking company in the future. In the banking industries, CIMB Group has stiffcompetition 12
  13. 13. Student ID Number: 1130873/1 Module Subject: Marketing Essentials 2.5 Competitor of the CIMB Group There are too many competitor of the CIMB Group, the major competitor of thisgroup is May Bank investment Bank, AMMB Holding BHD, and DBS Group Holding ltd(CIMB Top competitor, 2011) May Bank Group May Bank group is the leading financial services provider in Malaysia catering tothe needs of customer, investors, entrepreneurs, non-profit organizations andcorporations. The group which has expended internationally has the largest networkamong Malaysian banks of over 2100 branches of offices in 17 countries, employing42000 May bankers and serving over 21 USD 135 billion, and market capitalizationUSD22.0 billion with total equity and total net profit of USD 10.8 billion and USD 1.5billion respectively (May Bank Home, 2011) AMMB Holding Berhad AMMB Holding (which trades as Am Bank Group) control dozen of subsidiariesand titillates, providing individuals and business with a ranges of financial services andproduct thought some 1750 offices. The company allocate in Kuala Lumpur Malaysia byoperates business and investment banking, insurance, and Islamic Financial services.Services include asset management, commercial banking futures trading, offshorebanking, property trust management, retail financial and securities services (AMMBHolding Berhad, 2011) DBS Group Holding ltd This bank is the largest bank in Singapore and a significant presence throughoutSoutheast Asia by offer personal and private banking. The company also has aroundThailand, Hong Kong, Plus Operations China, India, Indonesia, Malaysia, ThePhilippines and Taiwan. DBS group owns a 20% stake in the bank of the PhilippinesIsland (That country management, private equity, and equipment and trade finances(DBS Group Holding, 2011) 13
  14. 14. Student ID Number: 1130873/1 Module Subject: Marketing Essentials3.0 The suggestion service for CIMB Group (new idea) CIMB group now day is become the universal banking company which occupiedthe ASEAN market. As a universal banking company, CIMB Group needs to provide thebest banking services in globally. “Forward to Be the Best Banking Services” withthis slogan this group can create the value and to serving the needs of the differencecustomers across the region. The slogan that created is to make sure this group becomes the best bankers inglobal banking service, the best ways or solutions is necessary taken. To be the bestbankers in globally banking service, CIMB Group needs to take the best ways which is: 3.1 made special CIMB group office CIMB Group needs to make the special office or branches that provide personaland corporate services in multi-language. CIMB Group must build and provide the newspecial offices that provide the drive through services. The office is very important tomake the customer easier to done the business that want to do. CIMB Group can makethe office at the strategic area such us at petrol station, nearby shopping center and soon by provide the check deposit, credit card application form and so on that needs tofulfill the customer needs and wants. 3.2 Make all printed material in multi-language Material is very important to present the performance has achieved. CIMB Groupneeds to provide the all printed material in multi-language. The language that providemust diversify especially the language that has services and branches before that inASEAN. The language that needs to provide is English language, Japanese language,Thai language, Arabic language, Spanish language, Chinese language and so on thatnecessary to. The material printed like credit card application form, account applicationform, material information and so on that necessary needs to make sure the customerneeds and want is filled. CIMB Group needs to provide this services to be a bestglobally bankers. 14
  15. 15. Student ID Number: 1130873/1 Module Subject: Marketing Essentials 3.3 Increase the excellent criteria (multi- language) for staff As a Universal banking company, CIMB Group needs to provide the excellentservices especially in the customer services. This is because CIMG Group facing toomany customers from differences race and religion. By trends everybody (staff) bygiving opportunity to study, the employee able to speak in multi-language. He excellentcriteria services like multi-language is very important for this group. The excellentcriteria (multi-language) must provide by CIMB Group in the bank services. 3.4 Specialized drive through agencies (Malaysian and Oversea) Drive thru is very important to make the customer easier to do the business.CIMB Group needs to make the special agencies that provide the drive throughservices. The services that need to be like deposit cash, cheque deposit, cash deposit,transfer transaction, and so on. This drive through services must provide in Malaysianand in oversea. This service is very important to fulfill the customer needs and want.CIMB Group needs to have more drive thru services in Malaysia and in oversea. Suggestion Drive Through picture Inside the building 15
  16. 16. Student ID Number: 1130873/1 Module Subject: Marketing Essentials4.0 The budget plan During launch the new product and services, the implementation table, financialforecast and the cost analysis. The implementation table is necessary need to makesure that the product and services reach to the customer as the user. Cost of the newproduct and services also shown on cost analysis and forecast cost. 4.1 The implementation table One year ImplementationMonth of year/ contents Jun-12 Jul-12 Aug-12 Sep-12 Oct-12 Nov-12 Dec-12 Jan-13 Feb-13 Mar-12 Apr-13 May-13 Advertising Sales promotion Direct marketing Personal selling Sponsorship > the planning of the implementation during launch the product The implementation table is including the advertising, sales promotion, directmarketing personal selling and sponsorship for CIMB group in one year. Theimplementation is necessary to make the best planning during launching the newproduct and services. The implementation program was implemented in two times which is every sixmonth in one year base on the budget that has plan. The product and services waslaunch in the middle of year 2012 which in early Jun. the 16
  17. 17. Student ID Number: 1130873/1 Module Subject: Marketing Essentials 4.2 Financial forecast This is assumption on the financial forecast which in three year that includes theexpected sales, expected profit, and expected costs. Financial forecast Items RM000 May 2012- May 2013 Expected Profit 10500 Expected Sales 85500 Expected Costs 75000 June 2013- May 2014 Expected Profit 20000 Expected Sales 90000 Expected Costs 70000 June 2014- May 2015 Expected Profit 27500 Expected Sales 95500 Expected Costs 68000 Assumption of the financial forecast in 3 year The financial forecast cost is expected in three year that from Jun 2012 until may2015. The expected cost was decrease because the services or the drive thrumachinery is as still in good condition which in 2014 decrease 7.14% and in 2015 alsodecrease 2.94%. The expected sales and the expected profit was increase because of the positiveresponse from the customers. 17
  18. 18. Student ID Number: 1130873/1 Module Subject: Marketing Essentials 4.3 Cost analysisThe cost analysis includes the product, pricing, promotion, and place. Cost analysis Cost Analysis RM000 RM000 product/services Packaging 7500 banking 5500 Even both 4500 Total 17500 Pricing material cost 8500 manufacturing cost 5500 staff cost 3500 event cost 4000 Total 21500 Promotion Adverstising 5500 sales product 4500 Direct market 5000 Personal selling 3500 Total 18500 Place location banking 8500 special License 2550 Other 2500 Total 13550 Grand Total 71050 The cost analysis is including the product/service, pricing, promotion, and place.This item is the cost that needs to incur by CIMB Group during launch the services. thecost analysis assumption is in one year. 18
  19. 19. Student ID Number: 1130873/1 Module Subject: Marketing Essentials5.0 The Gap Analysis The gap analysis generally use to activity of studying the difference betweenstandards and the delivery of those standards. The difference could be used to explain satisfaction and to document areas inneed of improvement. For CIMB Group, there at the recommendation of the futuremarketing strategy need to during launch the services and product in 3 year to becomea best globally bankers services. 19
  20. 20. Student ID Number: 1130873/1 Module Subject: Marketing Essentials 5.1 The recommendation and future marketing strategy to close the gap The future marketing strategy is focus on the price, place, product andpromotion. The strategy must relevant to make sure the product and services can fulfillthe need and want of customers. 5.1.1 Price Price of the service which current and for the new idea (drive through service). Current charge at Drive through charge Product and services/ Items CIMB Group office (assumption)Cash withdrawal at CIMB Bank ATM Network inMalaysia No charges RM2 per transactionCash withdrawal at MEPS Shared ATM Networkin Malaysia RM1 per transaction RM4 per transactionCash withdrawal at CIRRUS And Plus ATM Network M10 per transaction RM15 per transaction RCash withdrawal at MEPS Overseas Shared ATMNetwork (ARTAJASA / ITMX / NETS) RM10 per transaction RM 15 per transactionFunds Transfer to member banks of MEPSShared ATM Network RM1 per transaction RM3 per transactionReplacement of ATM cards / PIN RM12 RM14 per transactionElectronic Share Application (ESA) RM2.50 per applicationRM 4 per transactionATM card annual fee RM8 RM 10 per transactionManual Share Application Through ATMs Free RM2 per transactionUtility Bill Payments Through ATMs Free RM2 per transactionDeposit cheque Free RM5 per transactionApplication form Free RM3 per transactionMaterial printed Free RM2 per transaction The price of the services and product is must be suitable with the value of theservices and product provide. “The real issue is value, not price” said by Robert T.Lindgren. Now day, most of the people want to hurry and fast to do something. Fordrive thru services, that can make the customers done the business as fast as possiblethey can. They customer just want they need and want. CIMB Group can charge with the fixed price for the transaction. Then for thosewho have the CIMB Card can pay via they card without cash. The payment makescustomers easier to past without prepare cash. The prices of the drive throughassumption almost increase on the price before (current charge). The transactioncharges depend on the risk of the services to fulfill the customer need and wants. 20
  21. 21. Student ID Number: 1130873/1 Module Subject: Marketing Essentials 5.1.2 Place Place is very important during launch the services and product. The groups needto provide the special agencies office in the CIMB Group office before. Provided theservices can make the customer easy to find and ask about the services provide. Forthe drive thru services, the group can provide it on petrol station, nearby shoppingcentre and other place if necessary. The place must make the customer easy to reach,go and find it as a conclusion must be fulfilling the customers want and need. 5.1.3 Product Product is the most important in the marketing plan. The product must necessaryfulfill the need and want of the customers. The drive thru and special agencies office isnecessary for the customer. By provide the services like provide printed material inmulti-language, cheque deposit, application form on drive thru service, the customerscan easier to do the business and those things. The services provide in specialagencies also make the foreign to reach they needs. To close the “gap” the servicemust fulfill the want and needs of the customer like these services. 5.1.4 Promotion strategy During launch the services, the promotion must be include in the groupmanaging. In using the sales promotion, a company must establish the objectives,select the tools, develops the program, pretest the program, implement and control it,and evaluate the result. The promotion tools use is sales selling, fairs and exhibitions,advertising, personal selling and sponsorship. The promotion use need must bepersuasively communicate customer value and build customer relationship (Philip Kotleret al 2010). To launch the service, promotion like advertising, those include media (newspapers, journal, catalog, and television) also the internet advertising. The promotionmust elaborate the services provided which multi-language material. The promotionactivities is very important to create customers awareness, inform, and influence themto use the services provide. 21
  22. 22. Student ID Number: 1130873/1 Module Subject: Marketing Essentials6.0 Summary CIMB Group is the universal bankers and launches the services and productacross ASEAN. The group has the good performance and receive awarded as a bestbanker during operate. The performance for the earning income was increase from2008 until 2011 (annual report, 2011). To be a globally bankers company, they are solution need to which is made drivethrough services, increase excellent criteria (multi-language), material printed, andspecial CIMB Group office. The new idea that suggest is influence the CIMB Groupperformance. 3294 words 22
  23. 23. Student ID Number: 1130873/1 Module Subject: Marketing Essentials7.0 ReferenceBook source Philip kotler, Swee Hoon Ang, and Chin Tiong Tan, 1999, Marketing Management an ASIAN Prospection, second edition, Singapore: Prentice Hall (Singapore) Pte Ltd Philip Kotler, Kevin L.K., 2009, Marketing Management, 13th edition, Pearson International Edition. Malcolm Mc Donald, Hugh Wilson, Marketing Plan- How to Prepare Them, How to Use Them, 2011, 7edition, John Wiley & Sons Ltd, United Kingdom. Philip Kotler, Mairead Brady G. , Kevin Lane Keller, Marketing Management, 2009, First edition, Pearson education limited, Edinburg Gate, Harlow.Internet source CIMB Group achievement (Best Internet Services in Malaysia, 2011), [online] available at: http://www.4-traders.com/CIMB-GROUP-HOLDINGS-BHD- 6491205/news/CIMB-GROUP-HOLDINGS-BHD-CIMB-Bank-is-Best-Internet- Bank-in-Malaysia-13897993/ [access at: 10 February 2012] CIMB Business Description, 2011, [online] available at; http://investing.businessweek.com/research/stocks/snapshot/snapshot_article.as p?ticker=CIMB:MK [access at: 10 February 2012] CIMB Group earning statement, 2011, [online] available at: http://www.cimb.com/index.php?ch=g2_ir_fin&pg=g2_ir_fin_earning&tpt=cimb_gr oup [access at: 13 February 2012] CIMB Group financial report, 2011, [online] available at: http://www.reuters.com/finance/stocks/companyProfile?symbol=CIMB.KL [access at: 13 February 2012] CIMB Group Investment news 2011, [online] available at: http://www.4- traders.com/CIMB-GROUP-HOLDINGS-BHD-6491205/news/CIMB-GROUP- HOLDINGS-BHD-Invest-Sri-Lanka-Opportunities-in-a-new-era-13913514/ [access at: 13 February 2012] 23
  24. 24. Student ID Number: 1130873/1 Module Subject: Marketing Essentials CIMB Group corporate social responsibility 2011, [online] available at:http://www.cimb.com/index.php?ch=g2_csr&pg=g2_csr_content&tpt=cimb_group&uc=1 [access at: 23 March 2012] CIMB Group financial overview 2011, [online] available at:http://www.cimb.com/index.php?ch=g2_ir&pg=g2_ir_content&ac=1&tpt=cimb_group [access at: 12 March 2012] CIMB Group coverage analysis 2011, [online] available at:http://www.cimb./index.php?ch=g2_ir&pg=g2_ir_news&ac=430&tpt=cimb_group[access at: 10 march 2012] Malaysian top banking websites in 2011, [online] available at:http://mytechknowledge.com/uncategorized/top-10-banking-websites-in-malaysia-in-2011/http://mytechknowledge.com/uncategorized/top-10-banking-websites-in-malaysia-in-2011/ [access at: 10 march 2012] CIMB Group achievement 2011, [online] available at:http://polaris.canang.com/archives/61-30-Best-Companies-to-Work-in-Malaysia.html List of largest bankers in Malaysia, [online] available at:http://skorcareer.com.my/blog/10-top-and-largest-banks-in-malaysia/2007/12/23/[access at: 26 march 2012] 24
  25. 25. Student ID Number: 1130873/1 Module Subject: Marketing EssentialsAppendix 1Brands (product and service)CIMB Group This group was represent the universal banking in ASEANand the other market such us, UK, USA, China, Hong Kong,Bahrain, and Sri Lanka. This group offers consumer banking,investment banking, treasury, asset management and insuranceproduct and services.CIMB CIMB represents the leading investment services asset.Also provide the asset management and private bankingfranchise for the customer. The bank has branches in Hong Kongand London, China and Myanmar.CIMB Bank This bank was representing the consumer bank servicesand the corporate franchise in Malaysia, Singapore andCambodia.CIMB Niaga, This group was providing the comprehensive range ofconventional and Shariah banking product and services with over750 branches in Indonesia. This CIMB Niaga represents thecustomers and corporate banking franchise.CIMB Thai CIMB Thai provide the franchise services for consumerand corporate in Thailand. In 2008, this banking was the largestshareholders after purchasing a stake in Bank Thai from theFinancial Institutional Development Fund.CIMB Islamic CIMB Islamic is the global Islamic banking and financefir CIMB Group. These banks provide the Shariah-compliantfinancial solution in investment banking, Takaful, assetmanagement, private banking and wealth management (source:CIMB Brands, 2011) 25
  26. 26. Student ID Number: 1130873/1 Module Subject: Marketing Essentials Appendix 2 Business descriptionConsumer Banking This group provided consumer sales distribution, retailfinancial services, commercial Banking and personal financingservices. In 2011, had an excellent year and improved the assetquality and commercial banking portfolio also delighted with theexpectation retail deposit growth there achieve (Business review,annual report 2011). The services were operating in Malaysia,Indonesia, and Singapore and Thailand.Corporate and institutional banking and markets Corporate Client Solutions, sales and marketing group hasmanaging the corporate and institutional client. The lending,equities, advisory products and service s was manage by theCorporate & Investment Banking. In addition, the Treasury &Investment has responsibility to the debt capital markets, group’streasury and managing the balance sheet (source: Our Business,2011).Group Asset Management, Insurance and Takaful These groups have responsibility to manage the CIMBGroup’s fund by managing conventional, retail fund and theShariah-complaint institutional. Moreover, all the insurance andTakaful was mange by the Group Insurance & Takaful based onthe country capabilities and needs. Allianz is the joint ventures ofthis group with insurance provider. CIMB- Principal AssetManagement, CIMB Principal Islamic Asset Management, CIMBWealth Advisors (CWA), CIMB- Maple tree Management, CapAsia, CIMB Trust Capital Advisors, CIMB Private Equity andVenture Capital (PEVC) is the subsidiaries that manage the CIMBGroup asset (source: CIMB Our Business, 2011). 26

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