3. 1
3
Finance Service
They finance customers at
purchasing goods/service
requiring large amount of
money
2
4
Credit Sales
They advance cash for
customers, and customers pay
back later with certain amount
of interest
There are cards companies provides customers with these similar services.
There are little differences from other card companies.
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4. 3
1
INDUSTRY OVERVIEW
Credit Card Type
Market Share
Credit Card Using
3
Cards/person
Premium
Gold 7%
14.749.024
29%
Basic
64%
Cards/Augustus 2013
211.430.000
Millions of transaction
Rp152,23 Trillion
Periode Januari-Agustus 2013
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10. STRATEGY
•Focus on urban market
•Mall branding (Senayan City, Debenhams, etc)
•Thematics credit card program, occasional
•Distributor Card
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11. Satria Brand Award
Winner 2013
Everyday Card,
Platinum
BCA Singapore Airlines
Promo facility
Promo facility
Promo facility
’Pay 1 for 2’‘at some finest resto in 5 stars
Free flight for frequent flyer
Cashback 5% at SPBU dan Hypermart
Cicilan BCA 0,5% interest
hotel
Movie program at The Premier
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13. STRATEGY
•
•
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Started to aim grocery shopping central, especially
fashion (Darmo Trade Center (DTC) & ITC Surabaya)
Developed integrated mobile device service
14. 1,75
Million Card
2012
60%
60%
Mega Silver and down
2012
Mega Silver and up
2013
Strategy
Cooperate with more merchants, from
restaurants, hotels, aviations to petrol
station
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16. Exciting programs
Low interest
Easy payment
Fast application
Small amount annual fee
Wide range networking
Wide range merchants
A lot of gift
Informative
Awareness program not strong
enough
Low credit limit
Direct rewards based on point
A lot of facility
A lot of promotion
Point reward can be exchange
Point reward system
with free annual fee
Payment before due date wont get any
interest
High interest
its not easy to get credit limit rise
High interest
Aggressiveness of promotion (at the mall,
especially) given negative impression.
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18. KEY STRATEGY ATTRIBUTES
Outlines various strategies that are differentiate from
the customer’s perspective, namely,
1. Offer the lowest price
2. Have superior convenience
3. Offer higher service quality
4. Provides advice
5. Acknowledge the importance of its best customers
6. Personalizes and tailors products and service to the
segment’s particular needs.
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21. THE RISE OF MIDDLE CLASS
Last year Indonesia's per capita GDP finally reached $3,000, the middle-class income
threshold. If we define "middle class" as those with an annual income of $3,000 to
20,000, it is estimated that the number of Indonesia's middle class people will be at
least 50 million
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22. THE RISE OF MIDDLE CLASS
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24. SWOT
Strength
Weakness
Opportunity
Threat
-Experienced business units
-Lack of concept
-growing economy
-High growth rate
-Lack of awareness
-new acquisitions
-Competitive market, Bukopin credit
card has not make it to the top of the
wallet
-Trusted brand
-Poor visual executions
-the rise of middle class
-External business risk
-Strategic partnership
-Non Integrated marketing
communications
- Shopping habit at the mall
-Doesn’t have strong positioning
in the market
(from 23,2 M into 49,3 M people)
-Losing customer
-the rise of community
-online payment on the rise
-Undeveloped digital media
-the rise of the mall, credit card usage
has become the urban life style
-Credit card usage is not the primary
paid method
-Consumptive spending habit
consumers
-Benchmarking, personalized credit
card ie: flexibility billing date, sms blast,
installment, grand launching in big
major cities, regular point rewards.
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-
25. CUSTOMER’S PERSPECTIVE
DEMOGRAPHICS
Indonesia has one of the world’s youngest demographic profiles—60 percent of the population is below 30
years of age, and the population is growing at a rate of 2.5 million a year.
Mass,
Mass Affluent
Platinum
Spending Rp 1 million up to Rp.3 million
Spending Rp 3 million up to Rp.5 million
Spending Rp 5 million above
Minimum Income 24M per year
Minimum income 60M per year
Minimum income 240M per year
20-40 years old 57.4 %
Internet Savvy
Social economic strata A
41-60 years old 38.4 %
High Consume
Senior High 48.9
Under Degree 13.1
Degree 32.8
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High Consume
26. CUSTOMER’S PERSPECTIVE
ATTITUDES AND MOTIVATIONS
How they think
What they want
How they react
How they perceive our brand
Mass,
Mass Affluent
Premium
Mass consumption media
Filtered media
Selected & Exclusive media
Household
Household, Gadget, Fashion,
Using credit cards for debt
Professional, Demanding, Knowing what
they want
Easy access to be a card holder
Hobby, Business
Busy, Practical, Best Quality Services
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27. CUSTOMER’S PERSPECTIVE
BEHAVIOR AND USAGE
Channel utilization
Willingness to pay
How much they bought from us
Mass
Mass Affluent
Premium
Domestic Traveling, by bus, motorcycles,
train and ships
Domestic and overseas Traveling,
Domestic and International Traveling,
by car, train, and airplane (economicbusiness class accommodation)
by car, train, and airplane (first class-VIP)
Focus on household billings
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Frequent flyer
28. MARKET
Demands
Instant application
Flexible billing date
Responsive customer care
Wants
Thematics card design
Low interest
Discount in everywhere
0% Installment
Wide range networking
High limit
Personal photograph
Easy pay
Gimmick
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Needs
Free annual fee
29. Category insights that frame the need states
of the targets
$120 billion
Revenue on retail
$73 billion
2nd largest spending in food
& beverages
12%
of Indonesian businesses
currently access bank credit
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31. Unique Selling Propositions
Winning zone
Clear point of difference that
meets the need. Make it even
bigger
What BUKOPIN
does well
who cares?
What your
?
What the
consumer wants
Tuesday, January 28, 14
competitor
X
X
Losing zone
?
Risky zone
does well
Your competitor meets the
consumer needs better than you do
Competitive battle ground. Use
emotion, innovative, superior
executions, etc
33. EXISTING PRODUCT
Mass
Mass Affluent
Platinum
STARTER (21-27)
YOUNG ADULT (28-35)
MATURE (36-60)
•Low interest
•Wide range merchants networking
•Low interest
•Offering multi facility
•Shopping offering
•Direct rewards
•Easy payment system
•Free annual fee
•Free annual fee
•Wide range merchants networking
•Easy installment
•Many merchant ‘s discount available
•Point reward available
First time jobbers --> white collar
workers under manager, staff, collage
student
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•High credit limit
White collar workers level/above
manager/staff managerial entry level/
operational staff under manager employee
White collar workers Director level/
owner/CEO/GM
37. STRATEGY RECOMMENDATION
Building unique but meaningful positioning
Focusses on retail, grocery - convenience stores, family, medical and
business especially for middle class
Tuesday, January 28, 14
38. Tone & Manner
Warm - Aspirational - Reliable - In Control - Motivated
Tuesday, January 28, 14
39. WHAT TO SAY
Belanja cermat
diakhir bulan
Untuk
kemudahan
bisnis anda
Bisnis anda
adalah prioritas
kami
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42. STRATEGY RECOMMENDATION
Designed for people who need luxury,
comfort and convenience
Focusses on exclusive hobby, luxury facility/hospitality, priority service
especially for upper class
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43. PREMIUM CLASS
Tone & Manner
Mature - Exclusive - Elegant - Personalize - Proud
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46. KEY DEVELOPMENTS
Sell the benefits of becoming Bukopin Premium Card holder
Cicilan
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Program
Diskon
47. SUMMARY
Mass & Mass Affluent Credit Card
Focusses on retail, grocery - convenience stores, family, medical and
business especially for middle class
Tone & Manner
Warm - Aspirational - Reliable - In Control - Motivated
Keywords
Cermat, cerdas-hemat, Bisnis
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48. SUMMARY
Premium Credit Card
Focusses on exclusive hobby, luxury facility/hospitality, priority service
especially for upper class
Tone & Manner
Mature - Exclusive - Elegant - Personalize - Proud
Keywords
Sensasi, experience
Tuesday, January 28, 14
49. SUMMARY
Why should anyone believe it?
Renaming the programs, making it integrated
(Cicilan seru, Nonton Seru, Program Seru, etc)
Tuesday, January 28, 14