1. Youth Saving Account
Syed Yasir Raza {GL}
Adnan Ahmed Memon
Abdul Salam Shaikh
Ameet Kumar
Adnan Farooq
Mir Asif Raza

2. Back Ground
• The Standard Chartered Group was formed in
1969 through a merger of two banks
• The Standard Bank of British South Africa
founded in 1863,
• the Chartered Bank of India, Australia and China,
founded in 1853.
• This friendly merger allowed both banks to
capitalise on the expansion of trade caused by the
increased movement of goods from Europe to the
East and Africa.

3. Bank‟s Introduction
• Standard Chartered Wholesale Banking builds on
over 150 years of banking experience in Asia,
Africa and the Middle East
• 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‟
• Pakistan – acquisition of 95.37% of Union Bank
(USD487m)

4. • Our strategy:
We aspire to be the world's best international
bank, leading the way in Asia, Africa and the
Middle East.
• Who We Are:
• We are leading international banking group
committed to build a sustainable business over
Long-Term.

5. • 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

6. Current Marketing Situation Market Description
• Market Trends • We are offering Current and
• As currently SCB only saving account for the age
Offering Business A/Cs, group of 16 to 28.
Term Deposits, BBA A/C , • Product will be offer to both
Insurance Priority and Mass
Customers

7. Competitive Review
• So far no bank is offering such product for
youth segment
• Only Focuses on Child savings, Old Age
Benefits and Business Transaction Accounts

8. Product Review
• Product will be offer to both Priority and Mass
Customers
• Banking Facilities includes:
• Debit Card
• Free First Cheque Book
• Balance Transfer Facility
• Online Banking
• eStatements
• Sms Banking

9. Alliance partners for Youth
Product Benefit Saving Account
• Alliances and Special 1. Arena
Saving rates for youth 2. Pie In The Sky
• Personalized ID card for 3. Liberty Books
customers by which they
can avail the discounts on 4. Nike
different Alliances 5. Metlife Alico
6. Café Down Town
7. Scentsation

10. 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 Rat
•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.

11. 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

12. 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.

13. Marketing Mix
• Product
Youth Saving Account
• Price:
Minimum Balance Requirement for opening Youth Saving Account
• Place:
It will be available at all branches of SCB in Karachi, Islamabad,
Lahore, Quetta & Multan initially.
• Promotions:
Promotions include following benefits and alliances which will be

14. BENEFITS FOR Youth Saving ACCOUNT
• First Free Cheque Book
• Free Bank Statement
• Free Insurance Cover
• Personalized Picture ID card for the Youth which
will give him/her access to exciting events &
amazing offers at the alliance outlets
• Exclusive discount / offers at the selected alliance
outlets in area of entertainment, apparel, book
stores etc.

15. 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.

16. Marketing Research
• We have conducted 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, and 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.

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

18. Objectives & Issues
We have set aggressive but achievable objectives for the first and second year of market entry.
• First Year Objective: • Issues:
• During the SCB’s youth saving • In relation to the product
account’s initial year on the market launch, our major issue is to
we are aiming for a 5 to 10 percent
establish a well- regarded brand
share of the urban market.
name liked to a meaning full
• We are not defining the sales
positioning.
growth objective because this
segment is bit shaky in terms of • We must invest heavily in
saving and investing money. marketing to create a
• Second Year Objective: memorable and distinctive
• Our second year objective are to brand image projecting
achieve 10 to 15 percent share innovation and customer value.
based on sales of youth saving • We also must measure
account and to design promotion awareness and response so we
activities in such a way youth will can adjust on marketing efforts
attract as by this initiative other
as necessary.
banks will all launch the youth
related account

19. 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,

20. Budget & Control
• Budgets:
• Total first year revenue for the Youth Saving Account 10000000 is
projected by having 2000 account holders at a minimum amount is
5000.
• 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.

21. Thank you