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WORLD’S 4TH LARGEST BANK
9,500 BRANCHES IN 85 COUNTRIES
100 MILLION CUSTOMERS
TOTAL ASSETS: US$2.67 TRILLION
REMAIN CLOSE TO THE
CUSTOMER
IT’S POSITION AS HE
WORLD’S LOCAL
BANK ENABLES IT TO
APPROACH EACH
COUNTRY UNIQUELY,
BLENDING LOCAL
KNOWLEDGE WITH A
WORLDWIDE
OPERATING
PLATFORM
BASES FOR SEGMENTING CONSUMER
MARKETS INTO WELL DEFINED SEGMENTS WITH SIMILAR NEEDS
AND WANTS
AGEGENDER INCOME
REGION:URBAN &
RURAL AREA THINKERS
BELIEVER
ACHIEVERS
NEEDS
ATTITUDE
MARKET TARGETING
EFFECTIVE SEGMENTATION CRITERIA
MEASURABLE
ACTIONABLE
SUBSTANTIAL
ACCESSIBLE
DIFFERENTIABLE
FLEXIBLE MARKET OFFERINGS:NAKED SOLUTION: ALL SEGMENT VALUE
DISCRETIONARY OPTIONS: SOME SEGMENT VALUE
BASES FOR SEGMENTING CONSUMER
MARKETS INTO WELL DEFINED
SEGMENTS WITH SIMILAR NEEDS
AND WANTS
AGEGENDER INCOME
REGION:URBAN &
RURAL AREA THINKERS
BELIEVERACHIEVERS
NEEDSATTITUDE
MARKET TARGETINGEFFECTIVE SEGMENTATION CRITERIA
MEASURABLE
ACTIONABLE
SUBSTANTIAL
ACCESSIBLE
DIFFERENTIABLE
FLEXIBLE MARKET OFFERINGS:NAKED SOLUTION: ALL SEGMENT VALUEDISCRETIONARY OPTIONS: SOME SEGMENT VALUE
EVALUATING AND SELECTING THE MARKET SEGMENTS
WORLD’S 4TH LARGEST BANK
9,500 BRANCHES IN 85 COUNTRIES
100 MILLION CUSTOMERS
TOTAL ASSETS: US$2.67 TRILLION