10 step marketing plan

www.bjsuarez.blogspot.com
10 Step
Marketing
Plan For
Chinatrust
All-Day
Access
(ADAC) SSS
Visa Cash
Card
Brian Jasper “BJ” Suarez
Ateneo Graduate School of Business
June 8, 2013

Disclaimer

1. Chinatrust ADAC PTM are “New Pensioners”
2. Who want to have worry-free application,
receive their pension, and withdraw
worldwide
3. Can choose PNB or other banks
4. Gap is all other banks more known in the
industry & providing convenience
5. The Market size is 200K pensioners.
Chinatrust Niche is only 4K
Step 1 to 5

Step 6 to 10
6. Chinatrust ADAC is Global Access with
unlimited convenience product
7. Priced at Par with other banks but has the
capability to be used worldwide
8. Uses direct selling, events and
relationship building
9. Distributed locally and internationally
10. Uses strong relationship to penetrate the
market.

1. Chinatrust All-Day Access
(ADAC) SSS Visa Cash Card
Primary Target Market (PTM) are
“New Pensioners”
• 58 to 65 years old, Social Class AB,
C and D, Married or widowed
• Retiring and retired pensioners that
meet the requirements of SSS
Contributions
• Demands a quick and easy way to
avail of their pension benefits hassle
free

PTM Needs to be
assisted/guided and simplify
things for them….
I want to be
cared for…
This is the fruit
of my labor…

2. Pensioners Needs, Wants
and Demands
• Pensioners are elderly and need to
be assisted/guided and make things
easier for them.
• A number of pensioners choose
Chinatrust ADAC because it is hassle
free instant account opening
• Pensioners demand a fast and quick
processing of their pension benefit

has competitors
• Direct: PNB, Landbank, Metrobank,
BPI
• Indirect: Financing Companies for
SSS pensioners loan
• Variables: Marketing, Branch
network, convenience, product
promise a hassle free account
opening process

PNB has followed the “Cash
Card” Bandwagon
• PNB also started
offering the cash
card product to their
pensioners as an
alternative to
“Passbook”
considering they
already have the
number 1 share in
terms of volume of
pensioners.

positions strongly in a niche
market opportunity
Chinatrust All-Day Access (ADAC) SSS
Visa Cash Card is a product
• That offers instant account opening
• No maintaining balance
• Worldwide access withdrawal
through Visa Terminals

4. “Positioning”: Brand
Identity
Welcome to the World of
GLOBAL ACCESS.
UNLIMITED CONVENIENCE.
Source: Chinatrust Website

5. Based on SSS historical data,
there is an average of 150k to
200K pensioners yearly
2007-2008: First introduction of the SSS
ADAC card in SSS market
– Share:
• PNB 80%
• Other Banks 20%
• Chinatrust SSS ADAC 0%
2009-Present: Chinatrust gained share
– Share:
• PNB 70%
• Other Banks 28%
• Chinatrust SSS ADAC 2%

6. What Makes Chinatrust ADAC
SSS Visa cash card different from
other Banks?
• This is the product that captures the
pensioners residing abroad
• Pension is credited to cash card and
not received as checks for
pensioners residing abroad
• The product that able to withdraw
worldwide through Visa ATM
• Can be use as debit cards and
purchase using POS terminals

7a. Promo: Direct Selling
• Sales Push
• Attract
• Communicate

7b. Promo: Events
(Sponsorship)

7c. Public Relations
• Strong Partnership
• Excellent rapport
with SSS Employees
• Endorsement of
Product of SSS
employees to SSS
pensioner Abroad

8. Pricing for Chinatrust ADAC
SSS Visa cash card
Competition Chinatrust ADAC SSS
Visa Cash Card
Other Bank Charge a
service fee of 100
pesos for opening a
passbook account
which and must be
present in the bank
Chinatrust charge
110 pesos one time
without the hassle of
going to bank.
Instant account
opening while
applying in SSS

9. Direct Sales
captures
Pensioners Market
of SSS offices
CTP Sales Associates
Covers the entire of NCR
and (1) in Davao and (1) in
Cebu

“Place” to be where we are
suppose to be….
• To penetrate and have share of the
market, Direct Sales should be
visible to SSS offices
• To Create Relationship with them for
endorsement of the product

10. Chinatrust ADAC SSS Visa
Cash Card is the niche leader
internationally and locally
• Our strategy is capturing the
pensioners abroad
• Can penetrate a portion of the local
market
• The best alternative for
disbursement of Pension

1. Chinatrust ADAC PTM are “New
Pensioners”
2. Who want to have worry-free application,
receive their pension, and withdraw
worldwide
3. Can choose PNB or other banks
4. Gap is all other banks more known in the
industry & providing convenience
5. The Market size is 200K pensioners.
Chinatrust Niche is only 4K
Step 1 to 5

10 step marketing plan

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