10 Step Marketing Plan for Star Kiddie Club by Jerold Saddi

10 STEP
Marketing Plan for
(Star Kiddie Club)

Jerold I. Saddi
July 2012

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Disclaimer
This 10 Step Marketing Plan is part of the mandatory
requirements of Prof. Remigio Joseph De Ungria’s
AGSB marketing management class.
The data included in this report are based on publicly
available data such as those on internet websites,
news, package declarations, public reports.
When appropriate, data are “masked” so as not to
create unexpected conflicts.
The reports are posted and linked on slideshare, blogs
and facebook so that there is easier sharing among
students from different marketing classes.
http://jeroldsaddi.blogspot.com

Steps 1 to 5
Teaching “kiddie” the value of
saving…
1. Star Kiddie Club PTM are “kids”
2. Who doesn’t want to ensure their kids of a
brighter future?
3. Can choose BDO’s Power Teens Club and
Metrobank’s Fun Savers Club
4. Gap is all other bank products for kids/teens
which are known to encourage saving and
earns interest.
5. Total Market Size is 3 B. ABC niche is 32 M.


Steps 6 to 10

Summary headline of the
marketing mix & strategy
1. Star Kiddie Club account has no ADB
requirement and with specially designed
passbook.
2. Just 100.00 initial deposit
3. ABC uses advertising, direct marketing, and
personal selling to promote.
4. Can be opened to any ABC branch
nationwide
5. Uses niche approach to win


1. Star Kiddie Club primary target
market (PTM) are “kids”

 12 years old below, class AB and C
 Studying basic education and
receives allowances from parents
 Can deposit in any amount during
banking days


PTM needs is to have a
brighter future…

I want to have a
brighter future

Reference: Maslow’s Hierarcy of Needs Marketing Management, 11th ed, Philip Kotler

6

2. PTM’s needs, wants &
demands
Needs: Kids should have a brighter future, learn the
value of saving and be recognized to the small efforts
that they do.

Wants: Kids prefer colorful passbook with a many
designs on it.

Demands: Earn interest monthly while learning the
value of saving money for a brighter future.


3a. Star Kiddie Club has many
formidable competitors…
 Direct: Metrobank Fun Saver’s and
BDO Power Teens Club
 Indirect: Standard Chartered Bank,
Citibank, HSBC
 Variables: Age, initial deposit, ADB
requirement to earn interest, interest
rate, passbook design, accessibility of
branches


Competitive position map for
Star Kiddie Club…
as of 1st Q
Price vs. Age Matrix
of 2012
Price/ 0 -12 yrs 13-20 yrs 20-25 yrs n/a

Age
Matrix
BDO
High BPI
Jumpstart
Power

price MBTC
Fun Savers
BDO RCBC
Wise
Jr.
Low ABC
Price


Star Kiddie niche as of 1st Q
positioning… of 2012

Features Positioning vs. Brand Matrix
BDO BPI ABC
BDO Jr. Power Jumpstart Star MBTC RCBC
Passbook
ATM
Interest Credit
Monthly
Quarterly
Initial Deposit
100
500
2,000

Star Kiddie niche as of 1st Q
positioning… of 2012

BDO BPI
BDO Jr. Power Jumpstart ABC Star MBTC RCBC
Balance to Earn Interest
500
1,000
2,000
4,000
Interest Rate %
0.25
0.50
Interest Rate Based
Balance
ADB


Star Kiddie account position
strongly in a niche market…

 Star Kiddie is the only account
 that credit the interest monthly
 No minimum monthly ADB required
 Interest is based on balance not on ADB
 Traditional positioning of the other
banks has been on the emphasis of
interest rate and ADB basis of interest
credit


“Positioning” brand identity
from the maker:

 “Banking on your future”

 Teaching your children the value of
saving, Making the first step towards
your child’s brighter future”

 Source: Alliedbank ‘s website


Based on illegal interview on
competitor, account for kids
market size is Php 3 B
 2 account openings per month
 Claimed that they have a share of .67%
deposit account for kids is .10% of the
Traditional Savings Account of the
branch.
 Traditional Savings Account Balance per
GL is estimated to be 30M.
 This bank has 670 branches locally


Based on ABC data, Star Kiddie
Club share is 1%, total market
size is Php 3B

 ABC amount of deposit for Star Kiddie is
32 M.
 ABC Claims a market share of 1%
 Company has 286 branches nationwide

 Then the total market size is 32M / 1%
= Php 3B


Consumer data indicates a
market size of 33B

 Based on NSO, there are 32 M Filipinos
ages 0-14 of which 14M are in
elementary.
 Assumed that the average allowance is
P 80.00 with savings of 20 pesos.
 Assuming there is a savings of Php
20.00 per student multiply by No. of
days 200 * 14M enrolled = 33B


Concluded that the market
size is Php 3B

 Competitor Data – 3B

 Company Data – 3B

 Consumer/Student Data – 33 B


Star Kiddie Account comes with a
specially designed passbook like
Metrobank’s Fun Saver.


What makes Star Kiddie Account
different from other banks kiddie
account?

 It earns interest based on the balance
of the account
 Monthly crediting of interest

 Source: Leaflet and Alliedbank website


Clients are aiming for a lower
initial deposit account:

BDO BPI
BDO Jr. Power Jumpstart ABC Star MBTC RCBC

Initial Deposit

100

500

2,000


Price Conclusion:

 Allied Bank Kiddie Account is one of the
lowest requirement in initial deposit. It
has 400% less required capital to open
than to other competitors.


Star Kiddie Club uses Advertising (leaflets), Personal Selling
and Direct Marketing

3.

1.

2.


Marketing Proposal

 Encourage clients in the bank who have
a children below 12 years old to open
an account.
 There should be a campaign in school
wherein banks will reach out to the
students.


Allied Bank campaign for
brighter future…


Banco de Oro Junior Savers
Promo with IMAX…


Chinabank’s response…


9. Open your Kids account
now.

 Star Kiddie Club is offered in any Allied
Bank branches nationwide.


Star Kiddie Club is a nich
leader…

 Star Kiddie Club’s main strategy is to
give interest monthly. Maintain the
account without minimum ADB
required.
 It benefits to the 286 branches of the
bank nationwide and through the direct
selling of bank employees.


10. What is the generic
winning strategy?

Which of the 4 strategies are being used?
(bold and underline to most dominant
strategy)
 Low Cost Producer
 Supply and Distribution Leverage
 Differentiation
 Niche


SUMMARY

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10 Step Marketing Plan for Star Kiddie Club by Jerold Saddi

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