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Advertising Plan of Standard Chartered Bank
 
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Advertising Plan of Standard Chartered Bank
Executive Summary
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Premises-summary of information presented in marketing plan
Pakistan’s banking sector has remained remarkably strong and resilient, despitefacing pressures emanating from weakening macroeconomic environment since late2007, according to the assessment of the State Bank of Pakistan’s Financial StabilityReview 2007‐08.Accordingly the banking sector is primarily dominated by major players such asHabib Bank limited, Bank Al-falah, CitiBank, Allied Bank, MCB, Askari Bank followedby Standard Chartered bank and RBS (formerly ABN Amro) and Bank Al-Habib.Smaller players like Samba who recently acquired Cres Bank and acquisition of union bank by Standard Charter Bank also added to the escalating competitionamong banks to gain maximum market share as possible. This severe competition in current market and world economy has led the financialinstitutions to use aggressive mediums of communication so that to gain strategicmarket position in the target market. In regard I have presented a comprehensiveAdvertising Plan for Standard Chartered Bank’s Credit cards so that they would beable to improvise on their already existing advertising strategy. The report in thisregards consist of analysis of current situation, strategy and tools as well.
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Summary of Advertising Objectives
 The advertising Objectives for Standard Chartered Bank’s Credit cards would be to:
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Inform
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Persuade
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Remind This would help to generate awareness, sales and gain market share for the bank.
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Summary of Advertising Strategy
 The advertising strategy would consist of following methods:
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Sponsorships
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Co-Branding
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Digital Billboards
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SMS to existing customers
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Print Media
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 TV commercials
 
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Advertising Plan of Standard Chartered Bank
Situation Analysis:Industry overview:
A banker or bank is a financial institution whose primary activity is to act as apayment agent for customers and to borrow and lend money. It is an institution forreceiving, keeping, and lending money
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 The changing economic environment has a significant impact on banks and thriftsas they struggle to effectively manage their interest rate spread in the face of lowrates on loans, rate competition for deposits and the general market changes,industry trends and economic fluctuations. It has been a challenge for banks toeffectively set their growth strategies with the recent economic market. This in turnmeans that banks have to effectively and aggressively advertise their services inorder to position themselves strongly.
Description of Company:
Standard Chartered PLC is listed on both the London Stock Exchange and the HongKong Stock Exchange and is consistently ranked in the top 25 among FTSE-100companies by market capitalization. Standard Chartered has a history of over 150years in banking and operates in many of the world's fastest-growing markets withan extensive global network of over 1,400 branches (including subsidiaries,associates and joint ventures) in over 50 countries in the Asia Pacific Region, SouthAsia, the Middle East, Africa, the United Kingdom and the Americas.As one of the world's most international banks, Standard Chartered employs 60,000people, representing over 90 nationalities, worldwide. This diversity lies at the heartof the Bank's values and supports the Bank's growth as the world increasinglybecomes one market. With strong organic growth supported by strategic alliancesand acquisitions and driven by its strengths in the balance and diversity of itsbusiness, products, geography and people, Standard Chartered is well positioned inthe emerging trade corridors of Asia, Africa and the Middle East. Standard Charteredderives over 90 per cent of profits from Asia, Africa and the Middle East. Servingboth Consumer and Wholesale Banking customers worldwide, the Bank combinesdeep local knowledge with global capability to offer a wide range of innovativeproducts and services as well as award-winning solutions.
Pakistan:
Standard Chartered Bank
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(Pakistan) Limited - A locally embedded internationalbank. Standard Chartered is the largest international Bank in Pakistan. The Bank has
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http://en.wikipedia.org/wiki/Banking_industry
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http://www.standardchartered.com/pk/personal/about-us/en/about-us.html
 
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