HOWARD BANK

CASE ANALYSIS
MADE BY-

ANANYA GUPTA (PG20211026)

ANURAG SINGHAL (PG20211058)

DAKSH LAMBA (PG20211052)

MOHIT YADAV (PG20211078)

RASHI BANSAL (PG20211013)

SAGAR YADAV (PG20211028)

 TARGET MARKET

• To acquire a customer base who are about to start their banking relationships and
continue to retain them for a long run by a addressing/meeting their changing needs.
• To attract college freshman and fresh graduates as customers because they are at an age at
which people start to look for banking services.
• The age group in which these customers fall is from 18-25.
 PRODUCT FEATURES OFFERED

Savings High interest Zero balance

Discounts and
cashbacks at
Account
Tenure-never
E-banking, Debit card,
Account rate-5% pa account
premium stores ending
mobile banking credit card

Business Overdraft Easy bill Unlimited

Accounts facility payments transactions

Loans Education loan Business loan Home loans

Mobile Mobile Deposit

Mobile Manage My
Real-Time
Account Alerts
Banking Payments Cards
VALUE PROPOSITION

Provide incentives to sign up

Don’t require students to

maintain a minimum balance

Be hassle-free

Be completely transparent

Branches in close proximity of

colleges
WAYS TO REACH THE CUSTOMERS

Customer Strategic
Be social Service Partnerships

Youtube channel
Connect with
for information
Their Parents
rich content
 CUSTOMER RETENTION

• Retain Customers by Managing and Responding to Reviews

• Modernise your brand using new technology, Providing up to date features to the existing customers.
• Email marketing - Banks can notify its customers of new features, products, offer discounts, and let
them know of other important information.
• Exceptional customer service
• Offer VIP or loyalty programs
• Stay on top of industry trends
• Using AI chatbots to help solve queries
 BRANDING

KEY FEATURES
1.Easy documentation for account opening
2. Long time for repayment of loans
3. Low fees for Current Account/ ATM facilities
4. Exceptional customer service
5. Online application process for loans

CREATING BRAND IMAGE BY ADVERTISEMENTS

1. Fests Sponsoring and Advertisements
2. Workshops for students about their program
3. Mobile friendly E-mails relatable to the students
4. Advertisements in newspapers, televisions and mobile apps
5. Set up branches near/ in campuses to reach target audience

LOGO AND TAGLINE

 WHAT MEASURES OF SUCCESS SHOULD
MARKETING TRACK?
Revenue Growth Howard bank should focus on generation of revenue through marketing so that it can earn
and Quality profit and sustain in the market for long run.

Customer Banks normally have a high retention rate. Howard bank should focus on customer
Retention retention through its marketing activities.

Customer Measuring satisfaction ensure banks are creating revenues that have a positive impact.
Satisfaction Howard bank marketing program should be focussed on increasing customer satisfaction

Customer Howard bank should keep in mind how much capital is spent on new customer acquisition
Acquisition and keep proper records. Cost incurred on attaining new customers should be minimum.

Return on Howard bank should make an attempt to calculate an ROI to understand how marketing can
Investment pay off.

Customer • If Howards bank’s CLV is increases, it knows it has improved both acquisition and
Lifetime Value cross-sell.
(CLV) • If CLV of Howard bank decreases, it lost too many customers or were unprofitable.
THANK YOU