8/11/2013

TRNG H CONG NGHIEP TP.HCM

KHOA QUAN TR KINH DOANH

Chng 2
Information analysis
Target Customer

BAI GIANG

MARKETING
NGAN HANG
NCS.Trn Anh Quang
E : aq1904@yahoo.com
Mob.: 09 07 03 76 02 or 0912 45 0913

Tran Anh Quang - 0907037602

Tran Anh Quang - 0907037602

Objectives

Analysis

MIS
Market Analysis
Segmentation
Target
Positioning

Tran Anh Quang - 0907037602

Tran Anh Quang - 0907037602

Tran Anh Quang - 0907037602

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Marketing Information System (MIS)

Features of MIS
Master Plan
Coordination
Future Orientation
Computerized Environment
Analyse Quantitative Information
Regular flow of Information

Tran Anh Quang - 0907037602

Functions of MIS
Collecting and assembling data
Processing of data
Analysis of data
Storage of data
Discrimination of information

Complex marketing activity

Knowledge /information explosion
Communication gap
Prompt decision
Non-price competition

Tran Anh Quang - 0907037602

Kinds of information needed

Information about market forces
Information about the banks market
behaviour
Internal information
Components of MIS
Internal marketing information
Marketing intelligence system
Marketing research system
Advantages of MIS

Need of MIS

Tran Anh Quang - 0907037602

Tran Anh Quang - 0907037602

Tran Anh Quang - 0907037602

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A Simple Model of Consumer Decision Making

External
FirmsInfluences
Marketing
Sociocultural Environment
Efforts
1. Family
1. Product
2. Informal sources
Input
2. Promotion
3. Other noncommercial
3. Price
sources
4. Channels of
4. Social class
distribution
5. Subculture and culture
Consumer Decision Making
Psychological
Field
Need Recognition
1. Motivation
2. Perception
Prepurchase Search
Process
3. Learning
4. Personality
Evaluation of
5. Attitudes
Alternatives
Experience

Kinds of Information
-

Secondary

Primary

Macro Inf

Micro Inf

Market Inf

Output
Tran Anh Quang - 0907037602

Postdecision Behavior
Purchase
1. Trial
2. Repeat
purchase

Postpurchase
Evaluation

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Marketing of Financial Services

LEGAL
* Banking Regulations & Laws,

Factors influencing consumer behaviour

External Environment

culture

Information
search

learning
family

Taxation Laws,
Foreign Exchange Controls,

Individual
Determinants
Problem
Recognition

POLITICAL

others

Attitude of the Government towards the local banks,

Attitude of the Government towards foreign banks &

non-bank financial institutions.

perception

Purchasing
decision
subculture
Postpurchase
personality behaviour motivation

ECONOMIC CONDITIONS

Industry Structure,
Gross Domestic Product (GDP),
National Rate of Inflation & Money Supply,
Foreign Exchange Rates,
Interest Rates, and
Unemployment Levels.

attitudes
social group

social class

Tran Anh Quang - 0907037602

Tran Anh Quang - 0907037602

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Marketing of Financial Services

Marketing of Financial Services

SOCIAL & DEMOGRAPHICS

National Birth Rate,

Population Size,
Age Distribution,
Socio-economic Distribution,
Geographic Population Distribution,
Education/Skill Distribution,
Trend in Lifestyle,
Public Opinion & Attitudes towards financial services
providers, and
Trend in Banking Usage.

COMPETITION

Existing players in the Market,

New Entrants penetrating the Market,
Pricing of Financial Services/Products,
Marketing Style, and
Consolidation within the Banks.

TECHNOLOGY

Development in Integrated Technology,

Changes in Technological Industry,
Levels of Investment Required, and
Customers attitudes towards new technology.

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Marketing of Financial Services

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Marketing of Financial Services

COMPETITOR ANALYSIS

Market share,
Financial position,
Reputation among suppliers and creditors,
Composition of the clientele,
Menu of product/service range,
Strategies for segmentation, key accounts,
Pricing,
Image & service quality standards & performance,
Efficiency of service delivery,
Promotion aspects (e.g. spending, timing & reach ),
Technology used for service delivery,
Planning, information & control systems,
Ability to attract qualified personnel,
Training, morale, union relations,
Commitment to research & development, and
Plan to diversify within, and/or, outside the industry.

Tran Anh Quang - 0907037602

Tran Anh Quang - 0907037602

A sound marketing plan should also considers

the impact of internal factors such as:
(a) Employees,
(b) Premises,
(c) Systems, and
(d) Financial resources needed to back the plan.

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Marketing of Financial Services

Marketing of Financial Services

Employees

Premises

Does the bank have adequate qualified employees to handle the marketing
campaign?

Where will the marketing campaign be executed Head Office, or Branch

Level?

Are the employees fully aware of the marketing plan and their respective
responsibilities?

Are the current premise visible or adequate to promote the marketing

campaign?

In the event of a shortage of employees will they be recruited from the

banks competitors or given internal training?

Will there be any additional cost to be incurred to make the premises more user
friendly and appealing?

Will the employees be given a marketing target to achieve within a specific

period of time?

How are the premises styled open plan or closed counters?

Are the premises comparable with the banks competitors?

Who will be responsible for the overall co-ordination?

Will they be remunerated based on performance?

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Marketing of Financial Services

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Marketing of Financial Services

Systems

Are the present systems adequate or robust enough to

handle the marketing campaign?

Financial Resources

Are the systems user friendly?

Is there a specific budget allocation for the marketing campaign?

Are the employees fully trained to manage the systems in place?

Who will be responsible to manage the budget?

Can the systems be replicated by the banks competitors?

Has adequate provisions made to include cost overrun of the campaign?

Who will be responsible to manage the systems?

Does the budget time frame match the marketing campaign period?

Can the systems be tempered with?

Is the marketing campaign costs built into the service costs?

Is there a contingency plan in place in the event of a system break down?

Tran Anh Quang - 0907037602

Tran Anh Quang - 0907037602

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Service Characteristics

Environmental Characteristics

Relative capital intensity,

Work out the degree of service differentiation,
What is the Value Added?
Consider the level and type of risk faced by the bank,
Test the relative profitability of the service,
What are the potential for cross-selling opportunities?,
The impact of shared-cost structures,
Rate of service change and innovation,
Service integration with other bank services, and
Attitude of customers to new services/products.

Political stance and their impact on the industry,

Tran Anh Quang - 0907037602

Impact of new technology and trends,

Impact of social attitudes, and
Economic dynamics and its impact on the industry.

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STPD Strategies
Identify the existing competitors and their market share
(to include non-bank financial institutions),
Evaluate the banks market share towards its competitors,
Consider the impact of changes of competitors,
What is the major trend in the market share?,
Evaluate the degree of competitor concentration in the
market,
Test for relative service price, cost, and marketing effort,
Assess the relative capital intensity,
What is the position regarding entry or exit barriers?,
Work out the relative employee skills required,
Consider the relative resource availability to the bank, and
Assess the systems capability, and
Evaluate the services life cycle of the industry.

Tran Anh Quang - 0907037602

Tran Anh Quang - 0907037602

Segmentation

Aggregating process A cluster of people

with similar needs.
A Homogeneous group of customer who
will respond to a marketing mix in a similar
way.
Targeting

Once the market segment is defined, it has

to decide how many and which one to
target.
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STPD Strategies

Differentiation

Product Differentiation
Service Differentiation
Channel Differentiation
Personnel differentiation
Positioning

Its a perception about your offering in the

minds of the consumer.
Tran Anh Quang - 0907037602

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