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    MM6016Branding and Marketing Communication

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    Objective- to know the branding activities from B2C and B2B

    - how to manage worldwide brand in banking industry

    - to find out the brand position from customer perspective

    ScopeResearch in Bandung city

    ApproachExplanatory Research and Internal company focus, customerbased market analysis.

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    3

    1961, founded as PD Bank Karya Pembangunan1978, change its name become Bank Pembangunan Daerah Jawa

    Barat.

    1999, the law form of Bank has been changed from Perusahaan Daerah(company region) into Perseroan Terbatas (Corporation)

    2000, the first Bank Pembangunan Daerah which had dual bankingsystem (conventional & syariah system)

    2007, changed name to Bank Jabar Banten2010, new logo & Corporation call name to become Bank BJB

    History

    Source: Bank BJB Brand Guidelines

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    Vision

    To become the 10 largest bank and to have a good performance inIndonesia

    Mission

    1. Fueling and driving the pace of development in the area2. Implementing storage area money3. Source of regional revenueCorporate Values

    GO Spirit (Service Excellence, Professionalism, Integrity, Trust)

    History

    Source: www.bank abar.co.id

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    Produc

    tPortofolio

    Consu

    merBanking Bancassurance

    BJB Personal Deposit

    BJB Deposito Suka-suka

    BJB Giro Perorangan

    BJB Kredit Guna Bhakti

    BJB KPR, Mutual Fund

    Simpeda, Tabunganku

    BJB Tandamata

    BJB TandamataBerjangka

    BJB Tandamata Bisnis,Gold, Haji, Purnabakti

    Micro&sm

    allb

    usiness Kfw-IEPC

    Kredt Investasi to PDAM

    BJB Kredit BPR

    BJB Kredit Kopkar

    BJB KKPE

    BJB Kredit Mikro Utama

    BJB Kridamas

    BJB KUR

    BJB S SRG

    Kredit Cinta Rakyat JawaBarat

    CommercialBanking BJB Deposito Korporasi

    BJB Garansi Bank

    BJB Giro Korporasi

    BJB Kredit InvestasiUtama

    BJB Kredit Modal Kerja

    BJB Kredit SindikasiFinancing Company Loan

    BJB Pinjaman Daerah

    Treasury Capital Market

    Product

    Financial Institutionof Pension Fund

    Dealing Room

    Foreign ExchangeTrading

    Hedging Instrument

    Money MarketAccount

    InternationalBanking BJB Deposito Valas

    BJB Giro Valas

    BJB Remittance

    SKBDN

    BJB Tandamat Dollar

    Trade Finance &Service

    Bank KorespondenBJB

    Nostro Account BJB

    Service BJB Prioritas

    ATM

    BJB Call 14049

    Collection

    Mobile Cash

    Remittance

    Western Union

    Safe Deposit Box

    Weekend Banking

    Source: Bank BJB Brand Guidelines

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    Products-Related Attributes

    Source: www.bank abar.co.id

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    BrandInventoryFast growing & Professionals (High Trust)

    with still presents touch sincere hospitalityBank BJB Brand Identity Guidelines

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    ar e na ys s

    Segment Description: size, growth rate,etc.

    A SD

    Current and Emerging Trends

    Category Analysis

    Segment

    Description2011 on West Java &

    Banten:

    Size: Third Party Funds Rp 297,143 Billion, +19.11% growth rate

    Loan disbursement Rp 248,269 Billion, +25,80% growth rate

    Government employees (PNS) 46,527 people, +22% growth rate

    Current and

    Emerging Trends

    People start to realize the importance of investment The safetyness to deposit money in bank The growth of SME (small medium entreprise) sponsored by Bank Most of company paid their salary via bank People start to feel the practical use credit / debit cards than carry large amoun

    of cash

    The ease of transaction by using bank products & facilitiesEstimated Profit IDR 945 billion (+19% compared to 2011)

    Potential of Trends Internet, SMS Banking, Smartphone ApplicationTrend Needs

    Not Being Met Credit card, Internet and SMS banking, Smartphone Application

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    arge u enceDemographics Psychographics Size of Market Distributions Point Media Reach

    Primary

    Target

    25 55 years old

    Government Employee> IDR 1,000,00

    Low to middle class

    Live in urban/ sub-urban,

    city

    Security

    Simplicity

    Civility

    Around 500,000

    *

    in West Java

    BJBs outlet

    ATM BJB

    ATM Bersama/

    Prima

    Government outle

    Proposal

    Secondary

    TargetSmall medium enterprise

    Low to middle class

    Live in urban/ sub-urban

    city

    High mobility

    Entrepreneur2% of West

    Java residents

    BJBs outletATM BJB

    ATM Bersama/

    Prima

    SponsorshipSpecial programs

    Social network

    Radiotalk

    Tertiary

    Target17 60 years old

    Start up business man

    Low to middle class

    Live in urban/ sub-urban,

    city

    Innovators

    Entrepreneur

    103,000 **

    in West Java

    BJBs outlet

    ATM BJB

    ATM Bersama/

    Prima

    TV ads

    Newspaper

    Radiotalk

    Exhibition

    Social network

    * Source: www. BPS.co.id **www.bisnis-jabar.com

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    F= Average of interest rate of third party funds

    L= Average of loan interest rate

    Competitive Analysis

    Top 5

    Brands

    Est. Sales

    (IDR mill)

    Points of

    Differentiation

    Perceived Quality Pricing

    Bank BJB 5,977,050 Kredit Guna Bhakti Loan for local govermentemployee based on SK (SuratKeputusan) , quick process

    F: 0-5%

    L: 7-12%

    Bank

    Danamon16,882,491 Cards access Worldwide acceptance F:1-6%

    L:11-13%

    5,191,400 Transcorp facilities Networking F: 3-7%L: 11-17%

    Bank

    Bukopin4,617,461 Pioneer in Payment Point

    OnlineQuick process

    F: 1-6%

    L:10-13%

    7,465,651 Pension banking services Loan for local govermentpension

    F: 3-7%

    L:17-18%

    Competitor based on Asset

    Sources: various sources

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    Competitive AnalysisTop 5

    Brands

    Value Proposition Core Brand

    Message

    Est.Marketing

    Budget

    Bank BJB Regional deposit as a source of cash Free of charge withdrawals at Atm Bersama and Prima Active participant of the United Nations Environment Programme Finance

    Initiative (UNEPFI); only 2 Indonesian banks had signed up for memberships

    Loans to civil servants and retired; Various of loan products Wireless EDC

    Bigger,stronger, better

    103,812

    BankDanamon

    Market potential to gather MU fans ( 30 million people) Access to three different cards: American Express, MasterCard and Visa,

    bundled with Danamons current and saving account productsTrust your self 279,568

    Working with many merchants, lots of discount amenities Extensive network of retail business from Transcorp group Mega is yourdestination 27,267

    Interlink network Internet subsidy to members

    Understand and

    giving yousolution

    80,022

    Bank BTPN

    Daya program social program that access to market information, allowingthem to make better decisions

    Paket Masa Depan the product designed and catered for Tunas UsahaRakyat segment

    Meaningful life 180,768Sources: various sources

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    Points of Differentiation

    Brands ParityFeature Meaningful Points ofDifferentiation #1 Reason PeopleBuy the Brand Key CustomerBenefits

    Bank BJB

    Savings

    and loans

    product

    Loan for start up business Easy procedureprocess

    Loans with SK as a

    collateral

    Bank

    DanamonEverywhere transaction Cards acceptance Any merchants

    and everywhere

    Transcorp retail business facilities Discount

    amenities

    Lots of offers

    Pioneer payment point online The fastest

    banking product

    network

    Fast

    Pension banking services Pension loan Unlimited age

    Sources: various sources

    B d El t (1)

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    Brand Elements (1)

    Brand Name : Bank BJB

    more modern, transcendent,inclusive, and has been recognized

    by the public.

    Acronym described the nature ofsimplicity and nature modern society

    where BJB Bank will serve.

    Describes the transformation ofBank BJB to become more effective

    and professionals in serving allpeople from Sabang to Merauke.

    BrandPersonality

    friendly

    family

    sincere

    service

    hospitality

    simple

    Brand Personality

    Source: Bank BJB Brand Guidelines

    ran emen s

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    ran emen s

    Brand Identity

    Range of ServicesA flying wing for progresssymbolizes the far-reaching arm to provide the best

    service to customers, shareholders and the entire

    community.

    Communit

    y

    Sharehold

    er

    Customer

    Source: Bank BJB Brand Guidelines

    ran emen s

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    Image

    Negative

    People

    Performan

    ce

    Regional bank

    A