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Clr relax-rela


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Clr relax-rela

  1. 1. -BANK R oman Kulikov E ugene Kostrikov L iudmila Kobzeva A lexander Kučin X -factor Bank of oscow
  2. 2. Bank of oscow Problems and Aims Stimulation of the usage of bank services Development of bank services and improvement of bank structure Due to the fact that the conditions for IFC in Moscow should be created in various spheres (Appendix 1), the resources of the Bank of Moscow are considered to be deficient for reaching this target. However, providing financial services to the citizens we are able to develop human capital.
  3. 3. Bank of oscow Segments Selection criteria <ul><li>Basing on the chosen criteria (Appendix 2), the most appropriate segments for offering bank services are : </li></ul><ul><li>Affluent middle-aged: maximum segment share; the highest income; 8% use Bank of Moscow’s products; 36% are Muscovites </li></ul><ul><li>Young Leaders: keep up with fashion; the most active Internet users; 10% use Bank of Moscow’s products; positive attitude to financial services </li></ul><ul><li>Thoughtless young proletarians: the third highest segment share; have prospects of raising their income; easy to lure; try to stand out of the crowd </li></ul>
  4. 4. Bank of oscow Internal Environment -Guide <ul><li>Motto: ожем всё ( We can do everything ) </li></ul><ul><li>Financial services – FinGuide </li></ul><ul><li>Assets management – BudGuide </li></ul><ul><li>Non-financial services – LifeGuide </li></ul><ul><li>(Appendix 3) </li></ul>Courses dedicated to cultivation in the employees amicability, responsiveness, attentiveness <ul><li>Establishing long-term relations with the future employees through direct work with gifted students </li></ul><ul><li>Recruitment among the winners of </li></ul><ul><li>“ -Bank Contest” (Appendix 4) </li></ul><ul><li>Site section “Financial school” (handbook on finance services) </li></ul><ul><li>Site section “EasyFinance” (on-line calculator for estimating the value of the chosen services) </li></ul>“ MobileFinance” - combining the existing apps with additional functions (EasyFinance + Financial school)
  5. 5. Bank of oscow External Environment odno concept Motto : Bank is odno The concept is worked out to attract the society’s attention to bank industry and project positive image of the Bank of Moscow as well as stimulate the consumption of financial services. In fact, it is a new way of thinking which will help to eradicate the conservative attitude regarding bank activities. Thus, the Bank of Moscow will become the status symbol of successful and single-minded people of a renewed country. Benefits Costs <ul><li>Enhancement of financial literacy of people </li></ul><ul><li>Improvement of brand awareness </li></ul><ul><li>Synergy with </li></ul><ul><li>odno concept </li></ul><ul><li>Creation of clients’ community in social networks (Facebook, Twitter, LiveJournal, etc.) </li></ul><ul><li>Creation of TV series </li></ul><ul><li>Additional advertising costs </li></ul><ul><li>Salary of people of a special group engaged in social networks </li></ul>
  6. 6. Bank of oscow Positive Effects By fulfilling these tasks the Bank of Moscow will contribute to the creation of the International Financial Centre in Moscow. On the other hand, the process of turning Moscow into the IFC will benefit the Bank of Moscow’s strengthening on the world market. In terms of IFC <ul><li>Within 5 years’ period the proposed measures will lead to </li></ul><ul><li>An increase of people’s financial literacy </li></ul><ul><li>Young people’s motivated interest to enlarge their knowledge of banking </li></ul><ul><li>Diminution of the conservative attitude towards bank services </li></ul><ul><li>Popularization of bank products in mass media </li></ul>In terms of Bank of Moscow <ul><li>Within 5 years’ period the proposed measures will lead to </li></ul><ul><li>Enhancement of brand awareness </li></ul><ul><li>Attraction of gifted students </li></ul><ul><li>Modernization of the existing premises </li></ul><ul><li>The positive image of the Bank of Moscow among the population </li></ul>
  7. 8. Bank of oscow Appendix 1 (Aspects of the Development of IFC in Moscow)
  8. 9. Bank of oscow Appendix 2 (Market Segments) Segments Age Segment share Income Attitude to finances Moscow residents Internet users Orientation to modern values Use of services of the Bank of Moscow Young Leaders 25-35 13% High Positive 34% + + 10% Affluent middle-aged 36-47 19% High Neutral 36% + + 8% Active middle-aged 36-45 10% Medium-High Positive 20% + - 6% Thoughtless young proletarians 21-30 16% Medium Positive 13% + + 4% Rational Youth 25-35 4% Medium-High Negative 28% + + 7% Pre-retirement Sloggers 43-55 15% Medium Positive 10% - - 2% Retired 55-65 17% Low-Medium Negative 14% - - 2% Meager youth 21-27 6% Low-Medium Negative 4% - - n/d
  9. 10. Bank of oscow Appendix 3 ( -Guide) M-Guide is focused on households with investment potential (High Income): Young Leaders, Affluent Middle-Aged => 6 mln (2010) The Bank of Moscow offers a Guide in the world of finance, thus, the increase in the number of clients will lead to the necessity of increase in the number of consultants. Bank of Moscow accounts for about 9% of the market: 540 000 households. As the average time spent on one client is estimated at 1 hour, the number of consultants required in an office is 2 . Total number of consultants=125offices*2= 250 Taking into consideration the measures proposed above, the increase of the market share of the Bank of Moscow is estimated at 12% by 2015. Moscow and Moscow Region Other Regions (79) Average number of clients 189 000 (35%) 351 000 (65%) Number of offices providing brokerage services (Based on 46 79 Number of clients per office per day (assuming 300 working days) 14 15 Number of households Share of Bank of Moscow Number of the Bank’s clients Number of consultants Number of the offices with consultants 2011 9,5 9 , 6 % 912 000 422 211 2012 12 10 , 2 % 1 224 000 567 284 2013 13,5 10 , 8 % 1 458 000 675 338 2014 14,75 11 , 4 % 1 681 500 778 389 2015 15,75 12 % 1 890 000 875 438
  10. 11. Bank of oscow Appendix 4 ( -Bank Contest) <ul><li>Aim: </li></ul><ul><li>To enhance financial literacy of young generation and attract them as future employees of the Bank of Moscow </li></ul><ul><li>Participants: </li></ul><ul><li>students and fresh graduates of Russian universities </li></ul><ul><li>Format of the Contest: </li></ul><ul><li>On-line round (Test on financial services and functioning of the industry) </li></ul><ul><li>Final round in Moscow (case on the development of the Bank or its services) </li></ul><ul><li>Prize: grants and job offers </li></ul>