The document provides details about the proposed launch of a Youth Savings Account by Standard Chartered Bank Pakistan. It outlines the target segment as those aged 16-30, including college/university students and young professionals. The marketing strategy would position the account as the most convenient and fun banking option for new users. Key features would include free banking services and discounts on partnerships. The SWOT analysis notes Standard Chartered's strengths in being the first mover in this segment but also challenges around the target group's income levels and financial habits. Objectives for the first two years include gaining 5-10% then 10-15% market share among urban youth savers.

1. SHAHEED ZULFIQAR ALI BHUTTO INSTITUTE OF SCIENCE AND
TECHNOLOGY
TERM PROJECT REPORT
TOPIC: YOUTH SAVING ACCOUNT OF STANDARD CHARTERED
BANK PAKISTAN
SUBMITTED TO:
SIR MUBIN JALIAWALA
SUBMITTED BY:
SYED YASIR RAZA NAQVI (GROUP LEADER)
ADNAN FAROOQ
ADNAN AHMED MEMON
ABDUL SALAM SHAIKH
AMEET KUMAR ARIJA
MIR ASIF RAZA
DATED:
10TH NOVEMBER 2012

2. TABLE OF CONTENTS
Introduction
Executive Summary
Current Marketing Situation
Market Description
Product Review
Competitive Review
SWOT Analysis
Objectives and Issues
Marketing Strategies
Distribution Strategy
Marketing Mix
Marketing Communication Strategy
Marketing Research
Action Programs
Budget
Control

3. Introduction
Our growth:
Since 2000, we‟ve made a number of alliances and acquisitions. These have made it possible to
broaden our locations and products in key regions and countries.
2011
Singapore – acquisition of GE Money‟s Singaporean auto and personal loans provider
Canada and Australia – acquisition of Gryphon Partners, a mining and metals corporate
advisory firm
2010
Africa - acquisition of Barclays African custody business
China – we became an investor in Agricultural Bank of China, one of the top commercial banks
in China
India – we launched our first ever Indian Depository, allowing investors in India to participate in
our growth
2009
Africa – acquisition of First Africa Holdings Limited
Asia – acquisition of Cazenovia Asia
India – we increased our investment in UTI Securities to 74.9%
2008
Taiwan – acquisition of the 'good bank' portion of Asia Trust and Investment Corporation
Brazil – acquisition of Lehman Brothers team in Brazil
Vietnam – we announced raising our strategic stake in Vietnam's Asia Commercial Bank to 15%
South Korea – acquisition of South Korea's Yeahreum Mutual Savings Bank
Global – we completed the acquisition of American Express Bank, a wholly-owned subsidiary
of American Express Company, with operations in 47 countries

4. South Korea – Standard Chartered First Bank Korea Ltd acquires an 80% stake in South Korea's
A Brain, a funds administration company
India – acquisition of a 49% strategic stake in India's UTI Securities, a leading local broking
firm.
2007
Global – we completed the acquisition of Harrison Lovegrove, a leading global oil and gas
M&A advisory boutique
Global – we acquired Pembroke, an aircraft leasing, financing and management firm.
2006
Taiwan – acquisition of Hsinchu International Bank (USD1.2bn)
Pakistan – acquisition of 95.37% of Union Bank (USD487m)
Indonesia – acquisition of a 26% stake in PermataBank by the consortium of Standard Chartered
Bank & PT Astra International Tbk (USD193m). Total stake held in PermataBank by consortium
today is 89%.
Africa – acquisition of 25% in First Africa Group Holdings Ltd.
2005
Acquisition of a 20% stake in Fleming Family & Partners (USD78m)
China – acquisition of 19.99% of China Bohai Bank (USD123m)
Bangladesh – acquisition of Amex Bank's Bangladesh business (USD25m)
Vietnam – acquisition of 8.56% stake in Asia Commercial Bank (USD22m)
Global – acquisition of a minority stake (6%) in Travelex as part of Apax-led consortium
South Korea – acquisition of Korea First Bank (USD3.3bn).
2004
Global – acquisition of ANZ's Project Finance business with assets
Indonesia – acquisition of 63% stake in PermataBank by the consortium of Standard Chartered
Bank & PT Astra International Tbk (USD355m)

5. Hong Kong – acquisition of Prime Credit
2000
Hong Kong – acquisition of Chase Manhattan Card Company (USD1.32bn)
Global – acquisition of ANZ Grind lays (USD1.34bn).
Our strategy:
We aspire to be the world's best international bank, leading the way in Asia, Africa and
the Middle East.
We focus on building deep and long-standing relationships with our clients and
customers and constantly look to improve the quality of our products and services.
Our success:
In the last nine years we have reported record income and profits. Twenty-four of our
markets now deliver over US$100 million of income, fourteen over US$100 million in
profit.
Listed on the London, Hong Kong and Mumbai stock exchanges, we rank among the top
20 companies in the FTSE-100 by market capitalization.
Our focus on basic banking
Our success is a result of being obsessed with the basics of banking - balancing the
pursuit of growth with a disciplined management of costs and risks and keeping a firm
grip on liquidity and capital.
Through our international network and expertise, we facilitate trade across markets,
enable multinational clients to conduct complex business transactions and service the
needs of an increasingly international consumer base.
Who We Are:
We are leading international banking group committed to build a sustainable business
over Long-Term.

6. Our Business:
We provide a wide range of products and services for personal and business Customer
across 70 Markets.
OUR BRAND AND VALUES
By doing things the right way, we can support our customers and clients while having a positive
impact on the wider economy.

7. Our History
Standard Chartered Wholesale Banking builds on over 150 years of banking experience in
Asia, Africa and the Middle East. In fact, we‟re the only international bank with over 90 per
cent profits generated from these areas.
Our excellent local knowledge of attractive growing markets around the world consistently
places us in the top three providers for our clients‟ wholesale banking needs. Known as „The
banker‟s bank‟, we are recognized for our unmatched on-the-ground expertise and
relationship-focused approach to business.
Did you know?
Over 60 nationalities are represented among our top 500 senior leaders
We‟re the only international bank with over 90 per cent profits from Asia, Africa, and the
Middle-East
We‟re the only international bank with a long unbroken banking history in India and China
We‟re the largest international bank in India in terms of branch network and profits
We‟re the only bank in the Falkland Islands
We‟re one of three note issuing banks in Hong Kong.
The Standard Chartered Group: background
The Standard Chartered Group was formed in 1969 through a merger of two banks: The Standard Bank of British South Africa
founded in 1863, and the Chartered Bank of India, Australia and China, founded in 1853.
This friendly merger allowed both banks to capitalize on the expansion of trade caused by the
increased movement of goods from Europe to the East and Africa.
In 1986 a hostile takeover bid was made for the Group by Lloyds Bank of the United
Kingdom. When the bid was defeated, Standard Chartered entered a period of change.
Provisions had to be made against third world debt exposure and loans to corporations and
entrepreneurs who could not meet their commitments. Standard Chartered began a series of
divestments notably in the United States and South Africa, and also entered into a number of
asset sales.

8. Since the early 90s, Standard Chartered has focused on developing its strong franchises in Asia,
Africa and the Middle East, using its operations in the United Kingdom and North America to
provide customers with a bridge between these markets. We have also focused on consumer,
corporate and institutional banking, as well as the provision of treasury services – areas in which
the Group has particular strength and expertise.
In the new millennium we acquired Grindlays Bank from the ANZ Group and the Chase
Consumer Banking operations in Hong Kong in 2000.
Since 2005, we have achieved several milestones with a number of strategic alliances and
acquisitions that will extend our client and geographic reach and enhance our capabilities. Some
of them include A Brain, American Express Bank, Cazenove Asia, Harrison Lovegrove and
Pembrok
Middle East, North Africa and Pakistan
Standard Chartered Middle East, North Africa and Pakistan offers expertise and services for:
Trade finance
Commodity trade finance
Cash management
Custody
Foreign exchange
Debt capital markets
Corporate finance
Supply chain finance
Islamic banking
In detail
Standard Chartered has been operating in Pakistan for over 140 years, with the Chartered Bank
first opening an office in Karachi in 1863. Today it is the largest international bank in Pakistan
with 127 branches. This follows the successful acquisition of ANZ Grindlays (in 2000) and the
Union Bank of Pakistan (in 2006). We were the first international bank to receive an Islamic
banking license, and to be listed on all three of its stock exchanges.

9. We also offer a full array of banking services and cash management solutions across Bahrain,
Oman, Qatar, Jordan, Lebanon, and the UAE. We were the first bank to open a branch in Jordan,
and are now the largest international bank operating there today.
Standard Chartered is currently creating a major resourcing hub in the U.A.E at the Dubai
International Finance Centre (DIFC). The region is central to our entire geographic footprint and
will play an increasingly pivotal role in facilitating trade flows between Asia and Africa.
Standard Chartered was the first settlement bank for the Dubai International Financial Exchange
(DIFX), the first bank to purchase property in the DIFC and the first wholesale bank to receive a
licence there.
Our Middle East and North Africa network also services several surrounding countries.

10. Executive Summary
We want to Suggest Standard Chartered to launch its Youth saving account in Pakistan as many
banks are only focusing on child saving accounts, old age saving accounts and business related
account which offers many services and products free and on discount rates along with higher
interest rates. SCB is willing to focus youth segment of Pakistan which is the 60% of the total
population. SCB will design this product according to the needs and wants of youth populations
so they can make good relations with the youth by offering discounts on dinning, shopping,
travelling, etc. also willing to add security related services like Life Insurance, Cash Growth
Facility on different amount which is to be save in account. The services which are unique as
they can offer insurance for accidental and normal death for their beneficiary like on accidental
death SCB will give 4 time multipliers of the total amount and 2 multipliers on normal death.

11. Current Marketing Situation:
As Standard Chartered is working in Pakistan since not very long but working at a pace like
many local banks fulfilling the banking needs of individual and corporate banking needs. SCB is
one of the leading multinational banks who cater on a local level with multinational Brand
Persona.
SCB is currently offering different products and services for individual, Business and Basic
banking needs along with Islamic products.
Following are the type of accounts with some product segment.
Basic Banking Accounts.
Special Saving Accounts.
Current Accounts.
Term Deposits.
Insurance Plans.
Investment Plans.
Dream Packs:
EASY Banking.
Spend & Save.
Secure the future.
Business Saver.
Saadiq Asaan.
Saadiq Bachat.
Categories:
General Banking
Priority Banking

12. As in current Market Situation, every bank is offering saving account for old age peoples and for
young savers with specialized rates.
We (SCB) are willing to come up with some innovation in banking for Youth Segment of our
country which is comprises of more then 50% of the total population. Not a single bank is
willing to cater this segment.
Market Description:
Standard Chartered Bank‟s Market consists of consumers and business users, who prefer to do
banking for the security and safety concerns. More than that for the growth of the money
.Specific Segment being targeted during the previous years was the old age group people who
want profit to cope up with their daily expenses like medicines, grocery etc. and the young saver,
for them their parents save for their future. No bank is targeting the mass group of our
population. So Standard Chartered Bank is willing to take initiative to launch “Youth Saving
Account” along with the attractive offers and benefits which really attract the consumers of all
income group and students of universities and colleges.

13. Need & Corresponding Benefits of Standard Chartered Consumer Banking:
Target Segment Customer Needs Corresponding Features
Business Man > Business Transactions >Easy Banking Services.
> Banking Instruments >Personalize RM services to cater Individual business need.
>Online Transfer >All Banking instruments are free for business A/cs.
>Internet Banking > Also for Priority Banking Segment.
>Compatible Rates
Individual >Remittance >For Priority Customers invert remittance is for free and for general its is
also free but for transferring money will make them change.
>Online Banking >Internet Banking/Transfer is for free.
.>Internet Banking > ATM/Debit card first free issuance.
>Cheque Book first 25 leave is for free
Youth ______ > Account Maintenance >Category wise it depends.
>Attractive Offers > Online Banking is free.
>Online Banking >Cash Back Facility.
>Alliances > Discounts on Alliances for priority & general customers.
>Banking for the Future > Insurance Covered Account.

14. Product Review
Youth Saving Account offers the following standard features:
Banking for the segment age group (16-30) including collage/ university students and
office going youth segment of our country which mostly lives in urban areas.
Different banking instruments are free on first issuance like debit card, online banking, 1st
cheaque book and discounts on 2nd issuance, other are available on subsidized rate.
Youth Saving Account is available in all categories like this account segment is for
general banking and priority banking customers.
Personalized Customer founder member card which will be use to avail discounts on
different alliances.
Competitive Review
The emergence of youth saving account is on the customer demand and as per the market trend
to grab the un tapped youth segment of our society which increase in the NTBs (New to Bank)
customers in a easy way by targeting the existing customer‟s family members initially and
become the part of our bank and start banking with confidence and also take active participation
in the bank‟s growth.
Other banks like Barclays, HSBC, HBL, MCB and many other banks operating in Pakistan and
only offer good rates and discounts for old age groups who are above 60 and young saving
including age group under 12. The youth segment is neglected in recent banking trends as it is
the largest part of our population.
SCB will be the first bank in Pakistan‟s history who initiate this step to introduce banking with
our youth and give them confidence as they said “Here for Good”.

15. SWOT Analysis
• Strengths:
1. Leading Multinational Bank
2. Proper Channel of Branch Distribution
3. First one to introduce this product
4. Big Market share as compared to other foreign banks
• Weakness:
1. Low Profit Margins
• Opportunity:
1. First one to introduce this product
2. Pakistan is a Youth Population Country
• Threats:
1. Poverty
2. Low Income of newly employed youth
3. Competitors

16. Distribution Review
Standard Chartered Bank‟s products and services will be distribute through a network of retail
banking system in the Major cities which carry the urban population of youth like Karachi,
Islamabad, Lahore, Multan, Quetta initially.
Objectives & Issues
We have set aggressive but achievable objectives for the first and second year of market entry.
First Year Objective:
During the SCB‟s youth saving account‟s initial year on the market we are aiming for a 5 to 10
percent share of the urban market. We are not defining the sales growth objective because this
segment is bit shaky in terms of saving and investing money.
Second Year Objective:
Our second year objective are to achieve 10 to 15 percent share based on sales of youth saving
account and to design promotion activities in such a way youth will attract as by this initiative
other banks will all launch the youth related account
Issues:
In relation to the product launch, our major issue is to establish a well- regarded brand name
liked to a meaning full positioning. We must invest heavily in marketing to create a memorable
and distinctive brand image projecting innovation and customer value. We also must measure
awareness and response so we can adjust on marketing efforts as necessary.

17. Marketing Strategy
Youth saving account‟s marketing strategy is based on a positioning by product differentiation.
Our primary consumer target is profiled collage‟ university students an the youth who are initial
level of job or may running their business which build the self-esteem in them and association
with banking for them is more valuable an more like a fun thing. This segment can be describe
demographically by age (16-30) and education status.
Our secondary consumer target market is youth entrepreneur who initiate their businesses, we are
also targeting young doctors/engineers and business graduates.
As this age group has fear to deal with bank and usually they avoid using bank accounts because
the they didn‟t find any charm an entertainment in banking.
Positioning
As Standard Chartered already position their brand “here For Good” youth saving account under
the umbrella of SCB. Awe is using product differention for youth saving account. We are
position it as the most convenient, fun loving and earned banking norms for the new users with
lots of new experiences in banking as the age group we target is 16-30, consumers in this age
group wants new things to try with adventure.

18. Marketing Mix
Product:
As earlier in this report we are launching “Youth Saving Account” in of Standard Chartered
Bank for the youth (age 16-30) with a lot of benefits and enjoyment in banking sector very first
time. Offers in both category i.e., priority and general banking.
FREE Insurance Cover
• All Youth accountholders will get a FREE Insurance Cover for their parents / guardians.
• Death due to Accident: 4 times the average deposit amount. Max coverage PKR 2
Million (cap PKR 2 Million)
• Average deposit amount: Three months average balance of the account prior to date of
death
• Death due to Sickness: 2 times the average deposit amount. Cap of PKR 1 Million.
Price:
Minimum Balance Requirement for opening Youth Saving Account:
Minimum Balance Requirement (MASS) : PKR 0
Minimum Balance Requirement (Priority): PKR 1,000,000 in Current Account, PKR
2,000,000 in Saving Account or PKR 3,000,000 Total Relationship Balance.
Place:
Youth Saving Account will be available at all branches of SCB in Karachi, Islamabad,
Lahore, Quetta & Multan initially.

19. Promotions:
Promotions include following benefits and alliances which will be offer to our customers.
BENEFITS FOR Youth Saving ACCOUNT
1. First Free Cheque Book
2. Free Bank Statement
3. Free Insurance Cover
4. Personalized Picture ID card for the Youth which will give him/her access to exciting
events & amazing offers at the alliance outlets
5. Exclusive discount / offers at the selected alliance outlets in area of entertainment,
apparel, book stores etc.
Alliance partners for Youth Saving Account:
1. Arena
Discounts:
10% games
10% café mist,
10% membership,
10% birthday parties,
5 months free entry for priority a/c holders)

20. 2. Pie In the sky
15% discount on all bakery products
Discount on outdoor catering
3. Liberty books
10% off on purchase of 1000/- or more
15% off on purchase of 2000/- or more
4. Nike
Rs 500 off crocs footwear worth Rs 5500/-
5. MetLife Alico
Insurance coverage for parents
Death due to accident: 4 times the average deposit amount. Max coverage 2 million
Death due to sickness: 2 times the average deposit amount. Max coverage 1 million
3 months average balance prior to death
6. Chocó lounge
20% discount on chocolates for Priority a/c
15% for Mass
10% discounts on giveaways minimum order Rs 50000/-

21. 7. Café Down Town
20% discount on party arrangement
15% discount on fine dining
8. Scentsation
5% discount on all products
Scentsation loyalty card on a minimum purchase of PKR 8000 or above
Marketing Communication Strategy
For marketing we will start activations through ATLs & BTLs in which we design billboards,
kiosk, TV commercials etc,
We will start BTL activities in universities, colleges, malls and also focus on direct sales.

22. Marketing Research
We have conduct survey through word of mouth and one-on-one discussion to the youth of
different Universities and market places at SZABIST, KU University, IQRA University, also at
different Colleges of Karachi city, after survey and market test we identify the specific features
and benefits that target market actually wanted in Youth Saving Account, also we measure the
customers attitude towards other competing Banks and their products, Finally having seen
customers needs and market test we design our product that will meet the customer‟s needs and
satisfaction.
Action Program:
The Youth Saving account will be introduced in January 2013, we as Standard Chartered Bank
have certain action programs that we will be implementing in first 3 months of the next year to
achieve our stated objectives. We will be taking following actions in the different months of the
introductory year,
January: We will initiate with sales promotion campaign to educate our current and
potential customers about Youth Saving Account and generate excitement for the product launch
in February. We will exhibit at the major public places such as: Shopping Malls etc of the big
cities of Pakistan e.g.: Karachi, Lahore and Islamabad initially. Our CRO‟s will also be taking
this responsibility of promoting the new product by informing the customers all about the
features and benefits of Youth Saving Account.
February: February 2013 is the month of launching the Pakistan‟s first ever Youth Saving
Account which will be satisfying all the needs of youth of Pakistan, along with that we‟ll
increase the intensity of advertising on electronic media to aware the youth about the SCB‟s new
product.
March: After the launch of the product in February, March is the month of
attracting the youth towards our product, we feel that the people of the age whom we are
targeting might already have their accounts in different banks, to divert them from those banks
and compelling them to open an account in SCB‟s Youth Saving Account, We have decided to
give them an offer of a gift worth Rs. 1000 on opening an account.
Budgets:
Total first year revenue for the Youth Saving Account 10000000 is projected by having 2000
account holders at a minimum amount is 5000.

23. Control:
We plan to have tight control measure to closely monitor quality and customer satisfaction. As a
result it will enable us to react quickly in correcting any problems that may occur, it will also
make us proactive for occurring any problem in future so that we will have contingency plan to
overcome the unfavorable situation. We will also have good accountability and control tools by
which we can come to know about upcoming new trends, changes, technology and competition.
Reference: www.scb.com.pk
Interview related to product design was conducted by Mr.Ahsan Balooch (Branch Manager Sea
View Branch)