CB Marketing Plan 2008_V4_

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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integration

% Total Touch = Gold (91%), Red (55%) Green (9%) and Grey (3%)



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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%)



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% Total Touch = Gold (100%), Red (100%), Green (40%), and Grey (4%)





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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



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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.



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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.



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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


integration

3. Create loyalty/ long-term relationship through lifestyle activities that fulfill customer

personal needs




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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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integration


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



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3. Create loyalty / long-term relationship through lifestyle activities that fulfill customer

personal needs


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



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4. Provide professional advice that add value to customer business adapted to dynamics of

the industry


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


Selling :

Hotel Samui + Phuket (72)

Auto

Rice mill : Road show ()

Documents

CB Marketing Plan 2008_V4_