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8/7/2019 CB Marketing Plan 2008_V4_
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CB Marketing Strategy and Action Plan 2008CB Marketing Strategy and Action Plan 2008
Corporate Business Marketing and Products Department
January 3rd, 2008
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To be Value added advisorproviding solutions to each sub-segmentto supportcustomer business
expansion and vertical integration
CB Segment Strategies and Customer Experience BenchmarksCB Segment Strategies and Customer Experience Benchmarks
Commitment
Valued Relationship
Flexibility
Solid Advice
1-Touch Efficiency
My experienced RM and dedicated team,collectively commit to understanding my businessand providingsolid financial solution to support mybusiness growth.
I have a long-term valued relationship with my RM.He is the first person whom I think of regarding bothpersonal and business matter.
KBank has a portfolio of financial products andprovides me financial solutions which are flexible tosuit my particular requirements.
My RM can provide theprofessional advice
,constantly striving to add value not only to mybusiness but also the dynamics of the industrythatI operate in.
My RM is empowered to solve all of my issues withsupport from KBanks dedicated team.
My transactions have always been accurately, promptlyand conveniently executed. I have consistently gotuseful & timely transaction report and information.
My Service Officers knowme and recommendssolutions that minimize my operation cost. He iscompetent and excellent in Services.
My transactions are processed at my convenient touchpoints, close to my premises.
My Service Officers continuouslyadvise better ways ofmanaging detailed business operations.
I have a one-stop dedicated Service Officer. He cansolve all my service issues responsively.
Sale Service
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CB Marketing Objectives 2008CB Marketing Objectives 2008
Maintain and enhance customer relationship measured by
Post event satisfaction survey
Maintenance and improvement of revenue/ SOW
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1. Marketing activities executed in 20071.1 Executive visits
Target : Top management level, Total Visit = 30 companies
Total customer touch : Gold 30%, Red 23%, Green 47%
1.2 Knowledge activities
Target : Top Middle management level
- FX seminar: : 210 companies (Gold 20%, Red 41%, Green 35%, Grey 4%)- The world borderless : 157 companies (Gold 18%, Red 44%, Green 36%, Grey 2%)
- Family Business : 101 companies (Gold 10%, Red 39%, Green 49%, Grey 2%)
- 360 Degree Most Wanted Hotel Trend in Thailand : 65 companies (Gold 8%, Red 35%, Green 51%, Grey 6%)
1.3 Lifestyle activities
Target: Top Management level
- GolfTogether : 54 companies (Gold 46%, Red 37%, Green 17%)
- Chewajit (KBank Healthy Day) : 145 companies (Gold 18%, Red 40%, Green 32% ,Grey 10%)
1.4 Gifts(E.g. executive visit gifts, New Year gifts, snack on the shelf) : approx 1,000 companies
1.5 Information Provided
1.6 Selling sessions (Target : Automotive and parts industry, Middle/Operation level, Green)
- KBank Financial Plus : 116 companies (Gold 8%, Red 16%, Green 63% ,Grey 13%)
Lessons learnt fromLessons learnt from 20072007 marketing strategy action plan (marketing strategy action plan (11//33))
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Lessons learnt from 2007 marketing strategy action plan (2/3)Lessons learnt from 2007 marketing strategy action plan (2/3)
2. Overall customer satisfaction and feedback after the event 2007 (Examples)
Chewajit
69% of total customers t
houg
ht t
hat C
hewajit eventis to strengthen relationship
61% never attended to KBank event because
- Dont know the information before
- Assign other person to attend Kbank instead
100% prefer to attend the next coming relaxationevent because
- Theyve got benefit to both mental and physical
- They get to know more KBank staff
- They impress and feel relax to this event
Family Business
Knowledge Activities Lifestyle Activities
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We plan to follow customer expectation in order to maintain and strengthen relationship with our
customers. The numbers of customers we need to make an relationship in Y2008 as below :
Gold
207 (8%)
Red
921 (35%)
Green1,326 (51%) Grey170 (6%)
Y 2007
Gold
220 (5%)
Red
978 (20%)
Green
2,254 (47%)
Grey
1,383 (28%)
Y 2008
Source: KPI Report October, 2007
GOLD = High income, Low SOW : Top priority
RED = High income, High SOW: Retention priority
GREEN= Low income, Low SOW: Growth priority
GRAY= Low income, High SOW: Low Priority
Y 2008
We plan to touchGold (220 companies), Red(978 companies) or100% of Gold & Red,
Green (50%) and Grey (10%)
CB Target customers in Y2008CB Target customers in Y2008
Y 2007
Customer touched ofGold (47%), Red(26%), Green (20%), and Grey 7%
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Marketing Strategy 2008Marketing Strategy 2008From CB segment strategies and issues encountered in 2007, CB marketing strategies in 2008 are
the followings;
1. Promote solid financial solutions demonstrating in-depth understanding of
customer business and industry
2. Strengthen valued relationship to support customer business expansion and vertical
integration
3. Create loyalty/ long-term relationship through lifestyle activities that fulfill customer
personal needs
4. Provide professional advice that add value to customer business adapted to the
dynamics of the industry
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Marketing Action PlansMarketing Action Plans
1. Promote solid financial solutions demonstrating in-depth understanding of customer
business and industry
% Total Touch = Gold (105%), Green (47%) and Prospect (140%)
Remark : Total touch > 100% ; customers were touched more than 1 time
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Marketing Action PlansMarketing Action Plans
2. Strengthen valued relationship to support customer business expansion and vertical
integration
% Total Touch = Gold (91%), Red (55%) Green (9%) and Grey (3%)
Remark : Total touch > 100% ; customers were touched more than 1 time
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Marketing Action PlansMarketing Action Plans3. Create loyalty/ long-term relationship through lifestyle activities that fulfill customerpersonal needs
% Total Touch
= Gold (150%),
Red (116%)
Green (43%)
and Grey (6%)
Remark : Total touch > 100% ; customers were touched more than 1 time
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Marketing Action PlansMarketing Action Plans
% Total Touch = Gold (100%), Red (100%), Green (40%), and Grey (4%)
4. Provide professional advice that add value to customer business adapted to the
dynamics of the industry
Remark : Total touch > 100% ; customers were touched more than 1 time
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Segment
Gold
1% of average income
RedO.13% of average income
Green1 % of average income
Grey2% of average income
SME CB MB
Cost to Serve
14,313 Bht.
15,765 Bht.
21,247 Bht.
30,949 Bht.
21,350 Bht.
21,350 Bht
25,800 Bht.
33,800 Bht.
Gold and Red are strongly focused on
relationship management
Relationship management will differ in each
account strategy according to sale strategy
(GOLD, RED, GREEN, GREY)
The numbers of customers we need to make a relationship
We plan to follow customer expectation in order to maintain and strengthen relationship with
our customers. Relationship plan should increase from one to another higher segment. However, the
differences in relationship management should be concerned of customers who have differed in
account strategy.
Relationship PlanRelationship Plan
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AttachmentAttachment
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Marketing Plan
Relationship &
Selling Activities
Knowledge Activities
Lifestyle Activities
Snack on the Shelf
Special occasion
Executive Visits
Executive Visit Gifts
Blessing
Others
Information provided
Selling
Gifts
Information
provided
Marketing PlanMarketing Plan
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Touch Points followed customer experience benchmark
According to customer experience benchmark, we provide touch points to strengthen or maintain relationship with
customers as followed :
Top Management Middle Management Operation
Note:
Activity:
- Knowledge activity
- Lifestyles activity
- Executive visit
Visit (Gift):
- Normal visit- Special occasion visit
-(include new year gifts)
Information provide:
- K-Connect
- K-Business Analysis
- K-Research (CD)
- Direct Mail
Blessing:
- HBD letter
- Anniversary letterCall:
- Normal call
- Special call
Special
- Sponsorship
- Special activity
Special
Call
Blessing
Information Provided
Gifts when visit
Activities
Relationship PlanRelationship Plan
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We identify frequency of activities (focus on total customers visit and activity) and
conclusion time per customers as followed :
old ed reen rey
Executive Visit 1 (EVP + SH) 1 (EVP + SH) 1 (SH)
Normal Visit 6 3 3 2
Activity 6 6 6 6Total 13 10 10 8
Customers Visit
CB
Develop relationshipwithGold
Maintain relationshipwithGrey andRed
Establish relationship(aggressive)with Green
Relatio
ns
hip
P
lanR
elation
sh
ip
P
lan
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Cost of Activities :
According to customer experience benchmark, we provide touch points to strengthen or maintain relationship with
customers as followed :
Top Management Middle Management Operation
Note:
Activity:
- Knowledge activity
- Lifestyles activity
- Executive visit
Visit (Gift):
- Normal visit- Special occasion visit
-(include new year gifts)
Information provide:
- K-Connect
- K-Business Analysis
- K-Research (CD)
- Direct Mail
Blessing:
- HBD letter
- Anniversary letterCall:
- Normal call
- Special call
Special
- Sponsorship
- Special activity
Special Activity
Sponsorship
Anniversary Letter
HBD Letter
Direct Mail
K-Research (CD)
K-Business Analysis
K-Connect
Special occasion visit
Normal visit
Executive visit
Lifestyle Activities
Knowledge Activities
100,000 Bht.
20,000 Bht.
100 Bht.
200 Bht.
200 Bht.
200 Bht.
400 Bht.
1,800 Bht.
100 Bht.
2,500 Bht.
8,000 Bht.
10,000 Bht.
500 Bht.
1,500 Bht.
1,500 Bht.
1,550 Bht.
400 Bht.
100 Bht.
200 Bht. 200 Bht.
200 Bht.
200 Bht.
300 Bht.
600 Bht.
1,000 Bht.
1,000 Bht.
100 Bht.
Relationship PlanRelationship Plan
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* Excluding Executive Visit, Sponsorship, Special activity
Summary total cost to serve for each contact level
We can summarize the total cost for segment as followed :
Gold Red Green GreyTopM n g m n 14,500 13,700 6,900 6,900
Middl M n g m n 6,050 5,450 4,850 4,350
Oper ion 3,600 3,000 ,300 1,300
Total eachaccountper customer 4,150 ,150 14,050 1 ,550
CB
Con ac Level
Rela
ion
shipP
lanR
elaion
shipP
lan
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Segment
Gold
1% of average income
RedO.13% of average income
Green1 % of average income
Grey2% of average income
SME CB MB
Cost to Serve
14,313 Bht.
15,765 Bht.
21,247 Bht.
30,949 Bht.
21,350 Bht.
21,350 Bht
25,800 Bht.
33,800 Bht.
Gold and Red are strongly focused on
relationship management
Relationship management will differ in each
account strategy according to sale strategy
(GOLD, RED, GREEN, GREY)
The numbers of customers we need to make a relationship
We plan to follow customer expectation in order to maintain and strengthen relationship with
our customers. Relationship plan should increase from one to another higher segment. However, the
differences in relationship management should be concerned of customers who have differed in
account strategy.
Relationship PlanRelationship Plan
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Marketing Strategy 2008Marketing Strategy 2008From CB segment strategies and issues encountered in 2007, CB marketing strategies in 2008 are
the followings;
1. Promote solid financial solutions demonstrating in-depth understanding of
customer business and industry
2. Strengthen valued relationship to support customer business expansion and vertical
integration
3. Create loyalty/ long-term relationship through lifestyle activities that fulfill customer
personal needs
4. Provide professional advice that add value to customer business adapted to the
dynamics of the industry
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Marketing Action PlansMarketing Action Plans
1. Promote solid financial solutions demonstrating in-depth understanding of customer
business and industry
Action Plan In-Charge Time Line
Meet & discuss with product / sales team to deliver campaignand selling program according to customer preference and
business needs
Sales management team/Product/RM
Jan
Identify target customers of each industry Sales management team/
Product/RM
Jan
Cross & up sell to existing customers and acquire new
customers
Product Sales/RM Jan
Organize related events to promote selective productsaccording to customer business and industry (e.g. Cash
selling session, International trade forum, etc.)
IMC Quarter 1-2
Identify promotion programs/campaigns to motivate and up
sell (e.g. SQ, EDC promotion, etc.)
Sales Management team/
Product
Jan
From CB marketing strategies, CB marketing action plans 2008 are the followings;
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For selling session, we identify target customers industry and propose financial solutions
according to their financial needs by designed selling session program as below :
Cash Management :
Focus on key industries and propose relevance theme according to each industry trend, and offer cash
management solutions that fit their financial needs
Target Focus : Gold, Green, and acquiring profitable customers (Prospect)
International Trade :
Propose Supply Chain and Value Chain Management Theme by key industries
Target Focus : Gold, Green, and acquiring profitable customers (Prospect)
Selling Session
Top Management Middle Management OperationNo. of participants
Selling session Detail :Selling session Detail :
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2. Strengthen valued relationship to support customer business expansion and vertical
integration
Action Plan In-Charge Time Line
Identify and design knowledge programs/activities to enhancevalued relationship and to support customer business growth
Sales Management team/
IMC
Jan
Identify target customers withhigh business potential with
KBank and corresponding account strategy
RM On going
Organize knowledge programs/activities according to
customers needs
IMC Quarter 1
Marketing Action PlansMarketing Action Plans
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3. Create loyalty / long-term relationship through lifestyle activities that fulfill customer
personal needs
Action Plan In-Charge Time Line
Identify and design relationship programs/activities to
strengthen long-term relationship
Sale Management team/
IMC
Jan
Identify target customers withhigh business potential with
KBank and corresponding account strategy
RM On going
Organize relationship programs/activities according tocustomers needs and preference (e.g. lifestyle activities,
executive visits, gifts on the shelf, etc.)
IMC Quarter 1
Marketing Action PlansMarketing Action Plans
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4. Provide professional advice that add value to customer business adapted to dynamics of
the industry
Action Plan In-Charge Time Line
Identify information to be provided according to customersbusiness and industry Sale Management TeamMIU, IMC, ProductJan
Identify target customers to receive information Sale Management Team Jan
Prepare and deliver timely information to target group IMC On going
Marketing Action PlansMarketing Action Plans
Selling :
Hotel Samui + Phuket (72)
Auto
Rice mill : Road show ()
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