top management seminar, japan 2010
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Challenges and
Innovations for the new
growth Strategy
The Fourth Top Management SeminarThe Fourth Top Management Seminar
Latest Marketing Activities
for the retail business
by Peninsula TokyoSeptember 14th , 2010
Index
Innovation & Marketing in retail business
BBVA Who we are . Facts & Figures
cases
Get the most!N.I.C.E.Future of ATM
Future challenges Let´s keep it simple
USALEADING FRANCHISE
IN THE SUN BELTAsia/China
STRATEGIC ALLIANCE
SPAIN1ST / 2ND
LATAM1ST / 2ND
MEXICOMARKET LEADER
BBVA GroupKey data (March 2010)
48 Million
(happy) customers
48 Million
(happy) customers
Staff
103.000
Staff
103.000
BBVA GroupKey data (March 2010)
553,922553,922Total Assets (€m)Total Assets (€m)
7,469 branches 7,469 branches 59.278.000.000.000
95
SAN
66,2
BNP
47,740,8
CS
39,3 38,436,2
28,730,7
18,5
39,535,5
BBVA ISP UNI SGUBS BARC DB RBSCA
Market Capitalization(€ Billions, 31st December 09)
BBVA positioned among
the most important banks of Europe
BBVA’s net profits(€m, excl. one-off items)
21,7
2002
31,4
2003 2004 2005 2006 2007 2008 2009
83,1
60,8
75,2
63,1
-28,6
44
Profits peer group banks(€bn, excl. one-off items)
1,719
2002
2,227
2003 2004 2005 2006 2007 2008 2009
5,414
3,809
4,580
5,403
2,923
5,260
* Peer group: BARCL, BBVA, BNPP, CASA, CMZ, CS, DB, HSBC, ISP, RBS, SAN, SG, UBS, LBG, Citi, BOA, JPM, Wells Fargo.
4 retail business areas
South America
Spain & Portugal
Mexico
United States
11
Present in Asia for 30 years. “Plan Asia” in 2005 and “Plan Asia II” in 2009
TokyoShanghai
Hong Kong
Beijing
TAIWAN
Taipei
KOREA
Seoul
JAPAN
CHINA
SINGAPORE
INDIA
Mumbai
AUSTRALIA
Sydney
2005 2006 2007 2008
Asia Plan’s
Started point
February
Singapore Branch Opening
July
Tokyo Branch Opening
June
Discussions on Collaboration Agreements between BBVA and CNCB-CIFH
GM, Corporate, GTF, auto finance, Private Banking, Pension Funds
Seoul RO Opening
September
Shanghai RO Opening
April
Taipei RO Opening
August
Sydney RO Opening
October
CNCB-CIFH Agreement Signing
November
Mumbai RO Opening
January
BBVA increases its steak on CNCB-CIFH
November
2009
BBVA-CITIC Auto-finance/Private Banking negotiation May
Tokyo Branch new stage in June 2005. focusing Trade Finance, involving 12 professionals.
Fukoku Seimei Bldng12 floor,
2-2-2 Uchisiwai-choChiyoda-ku (1000011)
TOKYO
Tokyo Branch
Corporate banking services for big Japanese companies and multinational core and blue clients
International Trade Structure finance & Projects. .BBVA Tokyo is structure finance leader for GTF transactions between Japan and Latin America, guaranteed by Japanese ECA’s, JBIC y NEXI.
Index
Innovation & Marketing in retail business
BBVA Who we are . Facts & Figures
cases
Get the most!N.I.C.E.Future of ATM
Future challenges Let´s keep it simple
IDENTIFYANTICIPATE
SATISFY
Customer Needs
PROFITABLY
¿MARKETING ?
44.000 branches
60,600 ATM´s
44.000 branches
60,600 ATM´s
¿44.000 branches ?
¿44.000 branches ?
<353%4 o 5
26%
> 521%
30 m2
Dynamo
DynamoBranches Branch Profyle
Enviroment -(language
Tenencia de Productos (hipoteca, nómina)
Quality Indicators:
Competition Trust
Client´s profyle(SME´s, age, children …)
Line of business
Automatization
CanalContents
Each Branch shows different contents according to their layout and
sppecific profyle : CUSTOMIZATION
Standard branch : Commercial offer according to branch´s customers profile.
Stress Branch – queues, trouble quality customers >> + entertainment, news, weather
Improve quality PERCEPTION.
¿Customers opinion on Dinamic marketing?
Pantallas
Caja
Vs.
Carteles
Retroiluminados
Dynamo vs. Poster Do you remember?
Recuerdan haber visto algún soporte de CDSe han fijado en el contenido y la
información
75% Espontáneo 50%
Recuerdan algún contenido
concreto
65%86%Sugerido
32 29 3016 16
5246 46
44 43
5 16 17
1026
1 6 5
3
89 3 3
27
7
0
10
20
30
40
50
60
70
80
90
100
Son fáciles deleer
Son formasnovedosas de
informar ycomunicar
Son originales,sorprendentes y
llamativos
Son fáciles deusar
Son útiles
No sabe
Nada
Un poco
Bastante
Mucho
¿Customers opinion on Dinamic marketing?
Pantallas
Caja
Vs.
Carteles
Retroiluminados
Se han fijado en el contenido y la
información
50%
Recuerdan algún contenido
concreto
65%86%Sugerido
Dynamo HELPS customers to know BETTER
BBVA´s products and services
InnovativeSurprising
Easy to readEasy to use
Helpful
SIMPLE
Index
Innovation & Marketing in retail business
BBVA Who we are . Facts & Figures
cases
Get the most!N.I.C.E.Future of ATM
Future challenges Let´s keep it simple
an INVITATION
and a CHALLENGE
BBVA is the first bank to challenge it’s customers
to get the most
of their bank
招待
挑戦
Our branch managers play the leading
role in the campaign
• They direct their message directly to their branch
customers and community
• They explain the concept of “getting the most of”
• They make the promise real by providing specific
commercial examples
• They invite customers for a personal consultation
Making ofMaking of UtreraUtrera San VicenteSan Vicente
Customised branch posters with specific customer numbersCustomised branch posters with specific customer numbers
Signed by each Branch Manager Signed by each Branch Manager
Campaign credibility further strengthened with localised & personalised content
get the
most
招待
挑戦
Index
Innovation & Marketing in retail business
BBVA Who we are . Facts & Figures
cases
Get the most!N.I.C.E.Future of ATM
Future challenges Let´s keep it simple
New BBVA.es
37
Migration
BBVA.es is 100% integrated w/ Bank interfaces
CUSTOMIZED
AGGREGATED
RELEVANT
SOCIAL
Index
Innovation & Marketing in retail business
BBVA Who we are . Facts & Figures
cases
Get the most!N.I.C.E.Future of ATM
Future challenges Let´s keep it simple
In 30 years, not a lot has changed
Features have been added to the ATM, but they didn´t translate to an improved experience
ATM design was traditionally controlled by manufacturers, which lead to no differentiation
Privacy
Simple intuitive
Customization
NEW USER EXPERIENCE
Vidmoma
Index
Innovation & Marketing in retail business
BBVA Who we are . Facts & Figures
cases
Get the most!N.I.C.E.Future of ATM
Future challenges Let´s keep it simple
vid
Transformation of the customer experienceTransformation of the customer experience
Simple & customized
approach
Unique customer experience
Future banking model
Customer Centric
ありがとう !
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