Assignment 3

● Select any company from any product or service category of your choice
● Discuss the major levels of market segmentation and bases for segmenting
consumer or business markets for its product / service category, company’s
targeting and positioning.
● Discuss the ways how the company is competing with its competition.
Product Offering & Segmentation
Group: 6
Basnet Binay (1)
Joshi Swastik Raj (8)
Poudel Shiva Raj (18)
Shrestha Roshan (25)
Thapa Bir Sundar (27)
Market Information
● A Class Commercial Bank Total Deposit 3,614 Billion
● Total Deposit to GDP 90.71%
● Fixed Deposit to Total deposit 48.64%
● Saving Deposit to Total Deposit 30.33%
● Current Deposit to Total deposit 8.97%
● Call Deposit to Total deposit 10.91%
● Cutthroat competition among the Bank’s to increase the deposit share.
Products and Target Customer

Individual Institutional
Individual Customer: Saving Accounts Segmentation
Product Name Target Group Point of Difference Benefits

50% waiver on locker

Dedicated Relationship
NRN Saving Account Non-Residential Nepalese fee for immediate
manager.
family members.

Minimum Balance
Sanima Sampanna Free fund transfer, free
Premium saving account 1,000 added with lot of
Bachat Khata balance of certificate
premium features.

No need for share Transparent buy sell of

3 in 1 account Share investor
broker. shares
Individual Customer: Saving Accounts Segmentation

Product Name Target Group Point of Difference Benifits

Free anual health

checkup of NPR 5,000
Dirghayu Bachat Insurance Coverage annually.
Regular income holder
Khata Hospitalization 50,000
along with CI of
300,000.

Monthly 3 visit with

Senior Citizen Home
58 years and above Home banking 100,000 withdrawal
Banking
and deposit limit.
Saving Accounts : Competition Offering
Account Segments Sanima Everest Nabil NIBL

General Saving 5.5% 4.0% 4.0% 4.0%

Premium Saving 5.5% 5.5% 4.5% 4.5%

Salary 5.5% 5.5% 5.0% 3.3%

Female 3.5% 4.0% 4.5% 3.0%

Kids 3.5% 4.0% 3.0% 3.0%

Senior Citizen 5.5% 3.0%

Student 4.0% 3.0% 3.0%

Additional Benefit Aligned with Deposit Product
Priority Banking

Safe Deposit locker

365 Day Banking

Airport Pass

USD Debit/credit Card

Discount Outlets
Fixed Deposit Accounts & Competition Offering
Interest rate on fixed deposit account

Fixed Deposit Sanima Everest Nabil NIBL

Short Term Individual 8.25 8.25 8.25 8.25

Long Term Individual 8.25 8.25 8.25 8.25

Institutional 7 7 7 7
Loan Accounts and Competition Offering
Interest rate on various loan accounts

Loan Sanima Everest Nabil NIBL

Auto Loan 14.25 13.34 12.82 13.53

Housing Loan 14.25 13.34 12.82 13.53

Education Loan 14.25 12.34 12.82 13.53

Personal Loan 14.25 13.34 12.82 13.53

Marketing Activities
Marketing Activities
Influencers that can appeal to all the segments
Conclusion
● Example of Three Major Product
● Segmentation done on Individual and Institutional
● Individual segmentation is further divided based to match the need of
customer
● Saving is segmented based on Age/ Income/ Sex
● Loan is segmented based on Purpose
● Fixed Deposit is segmented on Individual and Instituional
Thank You