Developing successful new brands for new markets Presented by: Tim Sinclair, Senior Head of Marketing & Retail Sales, Al Rayan Bank PLC

1. alrayanbank.co.uk Banking you can believe in
Tim Sinclair, Senior Head of Marketing & Retail Sales
Developing successful new
brands for new markets

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Who are Al Rayan Bank and what is Islamic finance?

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Leapfrogging the competition

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Strategy based on ‘Commercial Framework’

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Developing an accurate market insight

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Experian’s Financial Strategy Segment Model

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With a ‘Muslim’ overlay

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And focussing on the priorities
Invest Lump
Sums or have
Savings
Accounts
The rest of the Mortgage Market
Regular
Savings and
Children’s
Saving’s
market
First Time Buyer
Mortgages

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► 1.53m Muslim
adults (3.12% of UK
adult population)
Clear insight for
targeting and retail
distribution

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► Majority of Pakistani & Bangladeshi
origin
► Disproportionately young
► High number of households with
children under 18
► Economically active
Informed the
broader long-term
strategy

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Reputation Index
58
87 82 60
10
25
13 18
23
45
21
33 18
19
15
43
60
62
36
30
31
42
32
42
7
30
65
70
14
4
0
100
200
300
400
500
All respondents Customer (Muslim) Customer (Non-
Muslim)
Non-Customer
(Muslim)
Non-Customer (Non-
Muslim)
Spontaneous awareness Prompted awareness Understanding Image Consideration Loyalty
207 299 282 194 111

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Our strategy: two key target groups
49M adults in the UK
Average non-Muslim is 7 times less likely to purchase Islamic
finance than average Muslim (Research for Al Rayan Bank by
2Europe, 2013)
1.53M adult Muslims
9% exclusively use Islamic
finance; 27% use some Islamic
finance; 45% will consider
Islamic finance
Limited levels of non-Muslim interest
62% of non-Muslim prospects say they are “unlikely to
use Islamic finance in the future”
But when they do buy, they are loyal
N.B. Some very anti-Islamic (finance)
sentiment
• Some from Muslims not believing or
misunderstanding
• Some from non-Muslims, generally
anti-Islamic
Too large an audience
for Al Rayan Bank to
direct market to all, with
current budgets
Target Group 1 - Muslims
Use direct marketing techniques to
target best prospects, via both
traditional and online techniques
Target Group 2 –
Interested non-Muslims
Use Pay Per Click (PPC) online
techniques that allow those interested
to self select – so only pay for
interested prospects

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Brand identity and development

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Brand identity and development

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Brand identity and development

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Brand identity and development - values

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Brand identity and development - transition

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Moving to a direct sales and marketing model

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Mobile responsive website

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Pay per click – driver of growth

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Online conversion

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Understanding the routes to sale

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Return on investment (customer deposits)

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Last four years’ growth

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Top tips to take away
► Plan well and develop a strategy
► Understand who your audience is and what they
want
► Develop the brand that is most appropriate for your
audience
► Use the most appropriate channels to market
► Iterate

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Thank you
Any questions?