The document outlines a marketing strategy for implementing a car loan scheme in South Kolkata by United Bank of India. It begins with demographic details of Kolkata's population. It then describes the eligibility criteria and terms of the car loan scheme. The strategy involves focusing marketing efforts on high income areas of South Kolkata through social media campaigns, direct mail, car melas, media advertising, and maintaining a prospect list. It emphasizes maintaining contact with automobile dealers and ensuring an easy application process with quick processing times to make the scheme successful.
Financial services is one of the top disrupted industries today and this presentation will look at tips and tricks on how the banking industry can counter digital disruption. The goal of this presentation is to offer innovative ways for banks to transform their marketing strategy. It refers to case study examples of financial companies that are leading the way today with their revolutionary marketing strategies. The presentation also provides workable tasks that you can start using today.
A STUDY ON EFFECTIVE BRAND PROMOTIONAL STRATEGIES INFLUENCING CUSTOMERSIAEME Publication
The paper aims to investigate the effectiveness of brand promotional strategies by Max retail, which influences the customers to purchase. Data set included use of and influence of outdoor and in-store promotional tools. These were investigated to determine impact and effect of the promotions. There is a good response about the hoardings kept in the store and POP for the internal communications and promotions and through this research study, many of the customers have shown their neutral opinion about the contests/sweepstakes/games. One third of the respondents are respond ed that the paper advertisement helps them to know the offers of Max.
Financial services is one of the top disrupted industries today and this presentation will look at tips and tricks on how the banking industry can counter digital disruption. The goal of this presentation is to offer innovative ways for banks to transform their marketing strategy. It refers to case study examples of financial companies that are leading the way today with their revolutionary marketing strategies. The presentation also provides workable tasks that you can start using today.
A STUDY ON EFFECTIVE BRAND PROMOTIONAL STRATEGIES INFLUENCING CUSTOMERSIAEME Publication
The paper aims to investigate the effectiveness of brand promotional strategies by Max retail, which influences the customers to purchase. Data set included use of and influence of outdoor and in-store promotional tools. These were investigated to determine impact and effect of the promotions. There is a good response about the hoardings kept in the store and POP for the internal communications and promotions and through this research study, many of the customers have shown their neutral opinion about the contests/sweepstakes/games. One third of the respondents are respond ed that the paper advertisement helps them to know the offers of Max.
This presentation was given for Social & Mobile Media training to the Iowa State Daily staff. It's intent was to educate them on the benefits of mobile marketing for the sales rep, the advertiser and the client.
CCF provides near real-time insights into the customer experience and journey that previously could only be obtained through labor-intensive and time-consuming traditional research techniques. By applying predictive technologies to social data, SDL gives companies the means to better understand what customers care about, the reasons behind their actions, their attitudes and triggers for their behaviors, all of which can effectively translate audience experiences into strategic opportunities.
What is Customer Value and why is it Important to Marketers?PPCexpo
Marketing in the Digital Age has become more and more complex each year. Marketers need to manage many different channels and tactics across both digital and non-digital mediums. Despite this, the goal of marketing has remained the same: identifying target customers with a problem and connecting them to a solution.
SME's always struggled to promote their brand to common media's. Where SMS Marketing & Tele Marketing can be the best choice which is affordable & cheap.
With 6.1 billion mobile phone users worldwide, SMS marketing campaigns offer a fantastic way of engaging existing clients, attracting new consumers, and retaining or upselling current customers. With SMS messaging providing an impressive 98 percent open rate compared to a 20 percent open rate with email messages, 90 percent of SMS are also read within three minutes of delivery.
Clearly, SMS marketing presents a huge opportunity for marketers by leveraging mobile marketing. Check out nine essentials to running a successful SMS marketing campaign.
Cracking the Code on Insurance Company Customer LoyaltyCalabrio
It’s no longer simply about answering phones. As today’s insurance companies increasingly move toward direct-to-consumer distribution models, smart contact center leaders know the immense value they provide to their organization.
But how can they continually prove the contact center’s value to their company? And how can they use key voice of the customer data to unlock critical insights? More importantly, how can they use these insights to drive business success?
This SlideShare is a must-read for any insurance company focused on solving challenges facing insurers, improving the customer experience and making the contact center count.
How Simplify360 helps in Providing Banking Solutions Simplify360
Banking is one industry which needs to maintain a constant contact with their customers. Social Media in such a case is extremely useful. It provides access to a huge customer base aggregated in a single place.
Simplify360, helps banks listen to what the customers are talking and where, to make sure the company keeps their communication on a constant check. Here's how it is done.
The ultimate guide to creating a perfect mobile messageappICEappICE
Creating a message for campaigns can be simple, but proper strategy helps brands develop and optimize their best mobile message. The above mentioned are the proven strategies incorporated by top brands and has latched on to the development of mobile messaging.
This presentation was given for Social & Mobile Media training to the Iowa State Daily staff. It's intent was to educate them on the benefits of mobile marketing for the sales rep, the advertiser and the client.
CCF provides near real-time insights into the customer experience and journey that previously could only be obtained through labor-intensive and time-consuming traditional research techniques. By applying predictive technologies to social data, SDL gives companies the means to better understand what customers care about, the reasons behind their actions, their attitudes and triggers for their behaviors, all of which can effectively translate audience experiences into strategic opportunities.
What is Customer Value and why is it Important to Marketers?PPCexpo
Marketing in the Digital Age has become more and more complex each year. Marketers need to manage many different channels and tactics across both digital and non-digital mediums. Despite this, the goal of marketing has remained the same: identifying target customers with a problem and connecting them to a solution.
SME's always struggled to promote their brand to common media's. Where SMS Marketing & Tele Marketing can be the best choice which is affordable & cheap.
With 6.1 billion mobile phone users worldwide, SMS marketing campaigns offer a fantastic way of engaging existing clients, attracting new consumers, and retaining or upselling current customers. With SMS messaging providing an impressive 98 percent open rate compared to a 20 percent open rate with email messages, 90 percent of SMS are also read within three minutes of delivery.
Clearly, SMS marketing presents a huge opportunity for marketers by leveraging mobile marketing. Check out nine essentials to running a successful SMS marketing campaign.
Cracking the Code on Insurance Company Customer LoyaltyCalabrio
It’s no longer simply about answering phones. As today’s insurance companies increasingly move toward direct-to-consumer distribution models, smart contact center leaders know the immense value they provide to their organization.
But how can they continually prove the contact center’s value to their company? And how can they use key voice of the customer data to unlock critical insights? More importantly, how can they use these insights to drive business success?
This SlideShare is a must-read for any insurance company focused on solving challenges facing insurers, improving the customer experience and making the contact center count.
How Simplify360 helps in Providing Banking Solutions Simplify360
Banking is one industry which needs to maintain a constant contact with their customers. Social Media in such a case is extremely useful. It provides access to a huge customer base aggregated in a single place.
Simplify360, helps banks listen to what the customers are talking and where, to make sure the company keeps their communication on a constant check. Here's how it is done.
The ultimate guide to creating a perfect mobile messageappICEappICE
Creating a message for campaigns can be simple, but proper strategy helps brands develop and optimize their best mobile message. The above mentioned are the proven strategies incorporated by top brands and has latched on to the development of mobile messaging.
پیش از این در مقاالت دیگر سایت خاطر نشان ساختیم که برای داشتن یک کسب و کار موفق، باید یک مدل
کسب و کار پایدار و بادوام داشت.
http://kasbokareshoma.com/
MKTG320-1404A-01Quesadra D. GoodrumClass Discussion Phase .docxannandleola
MKTG320-1404A-01
Quesadra D. Goodrum
Class Discussion Phase 3
Advertising and Public Relations
Colorado Technical University
Instructor: Heather Weller
10/13/2014
Situation Analysis
A situation analysis is the evaluation of an organization’s performance. It involves the use of strategies which are for accessing how an organization is or will perform. In analyzing performance, internal and external factors are to be considered. Internal factors include strengths and weaknesses. These two affect the performance of an organization from within. External factors include opportunities and threats which affect a business from the outside environment. In combining the analysis of strengths, weakness, opportunities and treats will give the SWOT Analysis criterion which is to be used to access the performance of any organization.
A bank can have its’ SWOT analysis to be able to strategize on it marketing activities on what to be done for excellent performance. For example;
Strengths
Weaknesses
Wide range of banking services
Customer loyalty and relationships
High lending rates
Lack of a clearly formulated marketing strategy
Opportunities
Threats
Technology advancing paperless transactions present.
Changing customer services
Competition from other existing banks
High taxation from the government.
SWOT Analysis for National Bank
From the SWOT analysis above it is clear that strengths and opportunities have a positive impact while weaknesses and threats have a negative impact on the organization.
Banking Trends
Banking trends are the changes which are occurring over time in the banking sector. Trends give the indication on what needs be done so as to fit in the population successfully and offer services as always. Some of such trends in the banking sector include:
· Branch optimization: With increased customer demands the current bank branches are not in a position to curb the demand of the rapid increasing number of customers. The bank is looking forward to make its branches more efficient in delivering all the services to its customers at an easier way without referring them to the central bank. This will encourage more and more customers to bank within their local branches.
· Driving digital: the current strategies involve traditional approaches but there is the need to improvise on digital approach, online campaigns, so as to serve the online market too. Combination of the two will be very beneficial in the banking sector since the information will cover a wider range of customers both on streets and online.
Such trends if implemented will be of importance to the bank in achieving its long-term strategic marketing goals. These trends will help a bank be able to meet the demands of the customers. They will also enable the bank to earn more revenue.
Analysis of achievement
Involves what needs be done so as the goals set can be achieved successfully. It is setting a plan to facilitate the achievement of goals. In order to be able to serve many custom ...
Life cycle marketing for the automotive services industryCatalyst
Whether your goal is to increase ticket size, boost cross-sell, get customers to visit more often, or all the above, an effective life cycle marketing strategy can deliver the competitive difference you want.
Digital Marketing in Banking: Evolution and RevolutionCognizant
Proving the effectiveness of bank marketing strategies beyond brand-building has always been a challenge. Now, several converging forces may help propel marketing forward as a revenue source rather than a cost center.
Despite a sluggish economic recovery, Americans continue to shell out ever-growing amounts during high-spending times of the year. Take, for example, the record $4.7 billion consumers spent on movie tickets during the summer of 2013 and their total holiday purchases, which have been climbing steadily since 2010 after a two-year drop. During the run-up to these free-spending periods, companies put in many long hours devising sales strategies to maximize consumer engagement and ROI. Consumers plan ahead, too, relying on friends, family, social media and mobile devices to research products, land the best deals and discover the ultimate customer experience.
During these times, loyalty programs take center stage – not just in the retail sector but also in financial services. And some exciting recent developments have helped financial services loyalty programs turn the image of the faceless, unresponsive bank into one that is driving genuine customer engagement year-round, including:
• The evolving importance of Big Data and its accumulation and analysis beyond traditional loyalty metrics. Financial services, like other verticals, are learning to cater holistically to customers. What can a brand learn about program members outside of how they shop, what they buy and how they interact with their financial institution? How does their lifestyle impact their loyalty experience?
• The growing need for FIs to get moving on mobile while attracting, engaging and retaining Millennials – a generation poised for significant spending power, but whose loyalty remains up for grabs. Banks need to be where their customers are and increasingly that means offering them an on-the-go experience that is seamless, intuitive and fun.
• The fundamental rethinking of how a customer’s predicted long-term economic value – commonly known as customer lifetime value (CLV) – is determined. FIs must embrace CLV as the total amount customers could spend over time if properly engaged, with transactional barriers removed.
These trends – and additional insights – are at the heart of the Kobie Quarterly Review: Financial Services edition. Its goal is simple: to educate readers about the evolving loyalty landscape in specific industries and where it’s heading. Our Quarterly Review also offers suggestions and analyses on how brands can improve their loyalty efforts, discussions on mobile technology and today’s two-way brand-consumer dialogue.
We hope the Kobie Quarterly Review: Financial Services edition broadens your appreciation for what loyalty programs are all about - a way for brands and customers to truly develop genuine relationships – relationships that can grow as robust as the most revered financial institutions.
Tell us what you think and keep the conversation going.
Michael Hemsey, President
Kobie Marketing
0601027 analysis of customer relationship managementSupa Buoy
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Running head MPOWER CARD” CAMPAIGN BY HANG SENG BANK .docxjeanettehully
Running head: MPOWER CARD” CAMPAIGN BY HANG SENG BANK 1
MPOWER CARD” CAMPAIGN BY HANG SENG BANK 2
“MPOWER CARD” Campaign by Hang Seng Bank
Name
Institution
“MPOWER CARD” Campaign by Hang Seng Bank
Companies today are facing heightened competition due to globalization and improved customer awareness of their worth and leverage. These developments have, therefore, made it imperative that firms adapt by improving their leadership strategies as well as marketing approaches. This essay delves into a marketing campaign developed by Hang Seng Band in order to improve its competitiveness in Hong Kong’s banking industry.
Hang Seng Bank is a commercial bank in Hong Kong with a major focus in retail banking, private banking, commercial banking as well as wealth management. The company’s operations are guided by its mission statements, which indicate that it is focused on growing its profitability by exceeding the expectations of its stakeholders by ensuring excellence in its service provision.
The marketing campaign elements of the selected financial institution
According to KwoK (2019), the “MPOWER CARD” campaign is aimed at marketing credit cards among the youth. In particular, the campaign is targeted at the generation, which is appreciative of personal identity, creative expression as well as popular culture. The other element of the campaign is that it reflects the culture as well as the vibe of the city by including young people who are living a good life in the advertisement. The youths are depicted as expressing their individuality and creativity through engagement in various activities. In essence, this is the target of the marketing campaign, an aspect which ensures the focusing of efforts on this particular category.
In addition to that, the campaign contains a value proposition that is focused on meeting the needs of the target customers. As indicated by KwoK (2019), the bank considered various factors pertaining to this particular group, including the fact that they have not been integrated in the banking system irrespective of the fact that they have finances that need managing. Ostensibly the manager of the bank asserts that the millennial has become financially independent an aspect which necessitates that they are provided with banking services in the form of credit cards. Apart from that, the article reveals that the target group have not been provided with services that suit their unique requirements. This realization, as such, necessitates the adoption of features that encompass youth living a good life in the campaign. In essence, the campaign, in this case, serves to resolve some of the most pertinent financial challenges affecting the target community.
The other element of the marketing campaign is its ability to rely on various channels in delivering information to the target segment. In particular, the campaign utilizes onl ...
Retail banks need to extend their customer service to every important channel, including social media. This paper describes a model through which banks can plan their social care strategy from concept to launch and elevate their customer engagement to new levels.
1. 1
IMPLEMENTATION OF CAR
LOAN SCHEME
BASED ON MARKETING
STRATEGY
IMPLIMENTATIONOF CAR LOAN SCHEME IN SOUTH KOLKATA BASED ON MARKETING STRATIGIES:
DEMOGRAPHY OF KOLKATA:
Kolkata city is governed by Municipal Corporation which comes under Kolkata metropolitan region. The
Kolkata city is located in West Bengalstate of India.
As per provisional reports of census India, population of Kolkata in 2011 is 4,496,694 of which male and
female are 2, 356, 7 and 2,139,928 respectively. Although Kolkata city has population of 4,496,694it’s
urban / metropolitan population is 14,035,959 of which 7,251,908are males and 6,784,051 are females.
POPULATION
CITY KOLKATA
GOVERNMENT MUNICIPAL CORPORATION
CITY AGGLOMERATION KOLKATA METROPOLITAN
STATE WEST BENGAL
TOTAL POPULATION 14,035,959
MALE POPULATION 7,251,908
FEMALE POPULATION 6,784,051
2. 2
UNITED BANK OF INDIA CAR LOAN SCHEME (SUMMARY)
ELIGIBILITY:
SALARIED INDIVIDUALS;
MINIMUMAGE OF APPLICANT 21 YEARS
MAXIMUM AGE OF APPLICANT AT LOAN MATURITY IS 70 YEARS (CONDITIONS APPLY )
MINIMUMNET MONTHLY SALARY IS 25000/-
INCOME ELIGIBILITY : AS PER LATEST SALARY SLIP AND FORM 16
EMPLOYMENT MINIMUM1 YEAR OF CONTINIOUS EMPLOYMENT.
FOR PROFESSIONALS AND SELF EMPLOYED;
MAX. ENTRY OF AGE WOULD BE 65 FOR PROFESSIONAL AND SELF EMPLOYED PERSONS AND
BUSINESS PEOPLE.
BUT LOAN SHOULD BE REPAYED WITHIN70 YEARS OF AGE.
RATE OF INTEREST (MCLR-Y= 9.45%)
RATE FOR OLD CAR: (MCLR-Y+1.50% i.e. 10.50%)
RATE FOR NEW CAR: (MCLR-Y+0.50% i.e.10.00%).
MARGIN: 15% OF THE COST OF THE CAR (ON- ROAD PRICE) AND FOR OLD CAR 15% OF THE VALUATION
OF THE CAR CERTIFIED BY THE VALUER
PROCESSING CHARGE: 0.50% OF THE LOAN AMOUNT, MIN. OF RS.500/- AND MAX. OF RS. 10,000/-.
Strategy to market this scheme in south Kolkata:
COMPETITION FOR AUTO LOANS
The auto loan market today resembles one of the busiest in the market. With the banks coming close
together to give customers the best deals in the market in auto financing business. Infinite number of
companies arestriving in this highly competitive market that is largely ratedriven.
The key to success for the bank in the market will be to identify and assume a leadership in the market
and to forge a competitive advantage over the competitors. To gain the advantage and to gain a
leadership in the market is, to have superior sales message delivered to the highly intelligent target
audience.
MARKETOVERVIEW
The auto finance market is growing due to the demand of cars which is also growing day by day,
aspirations of people are also increasing along with the standard of living of the people. The main goal
3. 3
should be to reach the customers at the right time- hitting them right when they would have had the
time to give thought to their current monthly paying amount.
Thus, to have an idea of the market is very important and more over the methods of marketing should be
appropriate and with accordance to the target audience. There should be co-ordination among the
branches so that the car loan scheme becomes a hit throughout. There shouldn’t be fluctuations in
marketing the scheme.
Areas such as Ballygunge, Tollygunge, Jadavpur, Behala, Garia, and Salt Lake should be given extra care
because these areasare the areas with more potential customers. The per capita income of people in
these areas aremore than that of the other areas.
Then the areas such as New town and Rajarhat which are growing should also be taken extra careof. The
branches should connect with the target audience. The purpose of the bank should be clear that is to let
the people get awareof the scheme in proper time.
THE RIGHT MARKETING CHANNEL
To find out the right marketing channel is the biggest challenge. That is how to let the common mass
know about the projected scheme of the bank. To find out the best marketing channels to propagate the
schemes are:
SOCIAL MEDIA CAMPAIGN: Social Media is the best option and the most cost-effective medium
when it comes to choose the marketing channel. Here we can connect not only with the
specified target audience but also with the larger mass. Here all the target audience can connect
with the scheme and also give their feedback on the scheme. There will be a two way process
between the bank and the customer.
DIRECT MAIL: With direct lending, personalized direct mail is an effective marketing channel as
well for reaching qualified prospects. This applies both banks and credit unions. Today there are
sophisticated software, experienced programmers, computer modelling who give more chance
to connect with your specified clients, who will be more responsive to your offers. This will
ensure that every penny of your marketing money is spent identifying and delivering the offers
to only the responsive prospects, the probable customers who have high chance of responding.
CAR MELAS/CAR LOAN MELA: Car Mela or Car Loan Mela is also a good marketing strategy to let
the people know about your carloan scheme or sometimes lets them indulge in taking loan from
the bank or interact with the bank.
There should be enough number of these so that people get aware about the carloan scheme of
the bank also about the various features of it.
MEDIA CAMPAIGN: To let people know about the scheme, there should be a thorough campaign
of the scheme in media, as well with the other marketing channels. To stay in the minds of the
public for a little longer, there should be commercials in the main stream media such as daily
newspapers, radio and television. News dallies are very good source to make sure the scheme is
reaching many persons who are the potential customers.
OTHER CHANNELS: Other channels can be hoardings, pamphlets, which are fairly primitive forms
but arevery much effective forms, when it comes in engaging people. They should be placed or
4. 4
given at such vantage points where we can engage with our potential customers, basically the
target audience oriented places mentioned above in south Kolkata.
THE PROSPECTLIST
The prospect list should be well maintained with contacts with those vehicle owners most likely to
respond to your lower repayment offer. Here the rule of more the quantity more the customers do
not apply, here the list should be very specified knowing who will respond to the call. The creation of
a great DIRECT MAILING list requires expertise in consumer lending criteria, credit bureau data and
operations.
CONTACTWITH AUTOMOBILEDEALERS
This is also an important perspective where communication with the big automobile dealers should
be fine. They should be in contact so that so that customers who will be interested in our loan
scheme can access the loan from their respective dealers in compliance with the nearest branch
office of our bank. The reach of the dealers should not be limited only to specified areas, the more
the dealers reached, more the business.
EASE OF ACCESS AND PROCESSING TIME
The bank should get in touch with every applicant under the carloan scheme, there shouldn’t be any
delay in the procedure, system such as missed call alert, and sms application, and should be there
where the consumers can only give a missed call to apply for a loan or just a sms to apply for the
loan. This thing will yield up more business for the bank and raise customer care efforts to ease up
the process. The bank will have to be helpful towards its consumers, a reluctant attitude towards the
consumer will not only make the scheme flop but also make the bank yield a loss.
The processing should not take a lot of time, this should also be a part in the marketing strategy that
the clearance of the loan should be quick, and without hindrance only if this happens then only this
scheme can be a success.
Previously there have been various schemes which were very good in the preliminary stages of
marketing but couldn’t go for a long run just because the later implementations were not up to the
mark. The marketing motive of the bank should be customer satisfaction right from entry to exit.
Car finance scheme have been a game changer for various companies such as HDFC, BAJAJ FINANCE,
KOTAK MAHINDRA.
Thus, keeping in mind the demand in carfinancing segment bank should be easy on consumers and
hard on competitors.