29111311 29111363 29111384 29111387 29111398 29111400

Haidir Afesina Wirania Swasty Chairunnisa Mirhelina F X Kresna Paska Aqsa Adhiperwira Fajar Liem

STRATEGIC BRAND MANAGEMENT

Prepared & Presented by final project of MM6016-Branding & Marketing Communication

Contents
Background Company Profile Brand Audit Review Strategic Brand Management Processes Step 1. Identify and establish brand positioning and values Step 2. Plan and implement brand marketing programs Step 3. Measure and interpret brand performance Step 4. Grow and sustain brand equity Recommendation References

Company Profile
Vision

h ig h h it w k n a b t s e One of the 10 larg sia e n o d In in e c n a m r o perf

nom o c e l ia c in v ro p g n ti ccelera a r fo r to a v ti o m d n a Mover ry o it s o p e d h s a c l ia c in Prov ome c in l ia c in v ro p f o e rc Sou y

Mission

1. 2. 3.

Corporate Values

ect, GO Spirit p s e R , ty ri g te In , m s li ssiona fe ro P , e c n e ll e c x E e (Servic Intelligence, Trust)

Source: Bank BJB Brand Guidelines

History
2007
2000
1999
1978
the law form of Bank has been changed from Perusahaan change its Daerah name (company become Bank region) into Pembanguna Perseroan n Daerah Terbatas Jawa Barat. (Corporation) the first Bank Pembangunan Daerah which had dual banking system (conventional & sharia system)

changed name to Bank Jabar Banten

1961

founded as PD Bank Karya Pembangunan

Source: Bank BJB Brand Guidelines

Brand Audit Review

Objective 1) To analyze the trasnformation brand in banking industry (business strategy) 2) To analyse the branding activities from B2C and B2B compare with closest competitor 3) To analyse the brand equity through customer perspective Scope
Research in Bandung city (n=131)

Approach
Explanatory Research and Internal company focus customer based market analysis

Current Business Strategy

1. Expanding the market outside West Java and Banten
IDR 70,84T /+30,11%
Asset

IDR 1,19T /+23,96%

Net Profit

IDR 47,63T /+29,60%

Third Party Fund

IDR 38,33T /+33,26%

Loan Disbursement

2. Building infrastructure
+84,23%
Network Office Growth

56
Branch Offices

228
Sub Branch Offices

149
Cash Office

742
ATMs

3. Developing capabilities
IDR 36,10B%
Training Expenses

4,881
Total employees

+2.754
Fresh Graduate Employee Recruitment

46,77%
Employees Age under 30 years old

In 2012, BJB has a very good performance in terms of growth and profit

Brand Equity Evaluation

Product : Conventional Banking Brand : Bank BJB Target Audience: PNS (age 25-55 ) middle-low, lives in urban / sub-urban city What we want them to think: A bank which is transforming to become more effective and professional in serving the whole community as well as commercial banks

Core Brand Message:

Bigger, Stronger, Better

Reason to Buy: Easy process for start up business loan Brand image Overall image as regional bank and strong relation with government employee

Brand Awareness Brand Awareness Overall perception is low Overall perception is low and perceived as Regional Bank (West Java) and perceived as Regional Bank (West Java) - Brand recognition: Fair - Brand recognition: Fair - Brand recall: Need assistance - Brand recall: Need assistance

Customer-Based Brand Equity

Compare to competitor Low customer loyalty Loyalty only for PNS and customer at urban area Sundanese hospitality Warmth

Fast service Local standard Unfamiliar products High growth, Average market penetration support SME

Government officer (PNS), Regional bank, limited coverage outside Java

Low and Unclear

Consumer analysis
Banking industry is promising Positive growth PROBLEM from consumer: DIFFICULTIES OF LOAN ACCESS IMAGE of BJB

Banking categorized as basic needs i.e. SAFETY

Maslow hierarchy needs

Situation analysis
4C`STOWSAnalysis

KeyChallenges

THREATS
Compe=torhasmore channels Segmentarechanging Openmarket

OPPORTUNITIES
Lowina)onrate Therisingofmiddleclass segment Posi=vetrendofSME TrendsofInvestmentproducts

BankofIndonesianewpolicyfor SMEminimum20%ofloanquota Strictlyrulesofloanrequirement Manybankschoosetoplayat middlelowsegment Highlycompe==onfromthe currentplayeratSME

WEAKNESSESS

STRENGTHS
IncreaseSMEmarketshareto 1.5%outsidewestjava(0.4%) Increasecustomerloyaltyindexto 80%in2013(currentlyat64.2) Genera=ngdemandonwomen product

LowawarenessoutsideWest IPO Java&Banten Strongnancialposi=on LackofITsystem No12topbank Growthofconsumerbanking productsrela=velylow(7%) Lowloyaltycomparetoothers

Objec0ves

StrategicPlan Redenesegmenta)ontarge)ngposi)oning Bemoreaggressiveformarketpenetra)onchangingimageandpercep)on CRMprogramtobuildawarenessandpubliceduca=on LeveragingbrandequitythroughhumancapitalandIT

Segmentation
GEOGRAPHIC
Indonesia Urban, Sub urban Java, Sumatra, Kalimantan

Sta0c A>ribute

PSYCHOGRAPHIC
B,C1,C2,D Easy to socialize Achievers

Dynamic A>ribute

DEMOGRAPHIC
21-45 years old Women Single, Married IDR 1-2M monthly expenses Unemployed, Self employee

BEHAVIORAL
Economic First time customer Non customer Not loyal

Targeting
Market size

237,168
million people (2010)

49%
female

WOMEN & SME

Achiever, Early adopters

Market growth

0.24%
Micro

55
Million SME

33%
Self employee

13
million not bankable

0.5-1.5%
Increment per year
Source: world bank, march 2011, based on susenas,, www.bps.go.id, infobank March 2013

Competitive Situation

Financial Institution

High Local Established bank

BPR

Local BPD

SHARE OF THROAT

Positioning
By User
Women Start up business Middle low

By Competitors
Quick and easy process within one day Customer centered products

Forwomenpreneur,BJBis

womennancialsolu0onsthatdelivers quickandeasyprocesswithhightrustandhightouch
becauseonlyBJB

whounderstandlocalneeds

Differentiation
Content Context Infrastructure
Innovative and customer center micro finance SME Start up business Women product customized specialization Quick & Easy process Reliability, convenience, accessibility

Branch at city business district Hospitable staff ATM Indonesia network coverage

PDB Triangle
Posi0oning Bank for womenpreneur with high touch & high trust Brand Integrity Dieren0a0on Quick and easy process, Reliability, accessibility

Brand

Identify and establish brand positioning & values Plan and implement brand marketing programs Measure and interpret brand performance

Mental maps Competitive frame of reference Points-of-parity and points-of-difference Core brand values Brand mantra

Mixing and matching of brand elements Integrating brand marketing activities Leveraging of secondary associations

Processes

Brand value chain Brand audits Brand tracking Brand equity management system

Grow and sustain brand equity

Brand portfolios and hierarchies Brand expansion strategies

Identify and Establish Brand Positioning & Values

Mental maps Competitive frame of reference Points-of-parity and points-of-difference Core brand values Brand mantra

Mental Maps
Image

Provinceal Bank

Problem

Performan ce

Negative

Sundanesse Bank Limited transaction Unfamiliar products

Local standard Emerging Good profit

People

West Java hospitality Young and attractive employees Government officers (PNS) as customer

Competitive frame of reference

No12 Top bank based onasset

No15topbankbasedonasset StrongatPNSpensionsegment AggressiveonSMEproduct expansion Ac=velyinvolvewithwomen ac=vi=esonSME Insuranceproductsforwomen Emerging Powerful

No11topbankbasedonasset DirectloansystemwithIDR500 millionplafond Goinga`erPNS(ac=ve& pension) Buildtheirnetworkcoverage branchesto22provinces Strongrela=onshipwithSME coopera=ve Ac=velyinvolvewithSME workshop

No1Topbank basedonasset Channel distribu=on Microproduct varie=es Hugecustomer based

National champion

Points of Differentiation
Parity Feature Meaningful Points of Differentiation partner for SME start up business Savings and loans product #1 Reason People Buy the Brand Quick and easy procedure process Network branches coverage Pension loan Key Customer Benefits reliability

Brands

Pioneer payment points online

Everywhere transaction

Pension banking services

Unlimited age

Sources: various sources

Brand Mantra
Core Value GO SPIRIT (Service Excellence, Professionalism, Integrity, Respect, Intelligence, Trust)

Bigger Stronger Better

(Bigger in asset, strong financial performance, serve people better Bien Bientoro)

Internal Development
EMPLOYEE BRANDING

Training and workshop both of internal and external Career based competencies Recruitment to top universities Hire more young people 21-28 Decrease the use of outsource to 15% Employee is the first priority to try and get the products benefit before new product launch

Plan and implement brand marketing programs

Mixing and matching of brand elements Integrating brand marketing activities Leveraging of secondary associations

Brand Elements
Brand Association
Believable Options 1. Professional 2. Luxurious 3. Hospitality
Customized product Modern

2 most strategic

Character

friendly

Believable Options
1. Hospitable 2. Simply 3. Friendly 4. Kinship 5. Sincere 6. Service

3 most Personality strategic

Provinceal bank

Brand Personality

Micro

service

Integrating brand marketing activities

Element: TV Commercial
Target market Message Value
womenpreneur bank BJB is family driven and care about the problem of society. civility, hard work, perseverance
55% spend on TV ads

outside of java magazine ads

Online ads Newspapers

Indonesian people love TV

30% newspaper ads or

15% promotional tools Billboard Banner

AWARENESS

KNOWLEDGE

LIKING

PREFERENCE TRIAL

USE

COGNITIVE

AFFFECTIVE

CONATIVE

Focus to change image perception from Provencal Bank to modern conventional bank

Integrating brand marketing activities

Medium: Message Channel Value
TVC National TV bank BJB is family driven and care about the problem of society. civility, hard work, perseverance

Social media communication

Connect, exist & close to customer Medium: Message Channel

Medium:

Value

Radio

Channel

Local radio (middle low segment) Female radio

bank BJB is sincere & friendly to women

sharing smart ways to manage finances for family and encouraging entrepreneur

Public relation Event/ sponsorship

Message

Showcasing BJB micro customers

Medium:

internet

Twitter facebook

Message

Channel

bank BJB is care and partner to women

Value

sharing smart ways to manage finances

Value

Awareness

Marketing ADS
Promotional Tools: Billboard ads Magazine Newspaper TV ads Internet ads banner

TV COMMERCIAL 2012 Hadiah untuk Ibu

Measure & interpret brand performance

Brand value chain Brand audits Brand tracking Brand equity management system

BRAND VALUE CHAIN

Value Stages
Offline

Marketing Program Investment

Segmented & public

Customer Mindset
\

Market Performance
\

Shareholder Value
\

Advertising Public relations Promotion Sponsorship

Online

Website Banner ads Search-related marketing Online public relations

Awareness recall Bank BJB Associations CRM activities conventional forbank socialization Attitudes trusted Attachment product & service Activity using its product/ service

Bank BJB well known as a conventional bank Increase on assets Increase on profit

Stock price increase Profit / equity ratio increase IPO increasing in dividend

Filters

Program Multiplier
Quality

Consume r Multiplier

Clarity Relevance Distinctiveness Consistency

Channel support: offline & online Size: national Profile: government employee & public

Market Multiplier

Stability in market Growth in assets and profit Measureable risk Trusted as a conventional bank

Brand Tracking & Audit

IT INVESTMENTS to help organize both of explatory and inventory (audit) :
Use integrated data source to guide automated event driven marketing Use enterprise data warehouse (EDW) to track customer interactions with the firm and with marketing campaign Track and monitor marketing campaigns and assets using automated software such as marketing resource management

Able to create a more effective program to generate demand

Brand Equity Evaluation

Marketing balance scorecard

Source: Mohan Shawney (2012)

Grow and sustain brand equity

Brand portfolios and hierarchies Brand expansion strategies

Consumer Banking

Product Portofolio

BJB Deposito Suka-suka BJB Giro Perorangan BJB Kredit Guna Bhakti BJB KPR, Mutual Fund Simpeda, Tabunganku BJB Tandamata BJB Tandamata Berjangka BJB Tandamata Bisnis, Gold, Haji, Purnabakti

Micro&small business

Commercial Banking

Bancassurance BJB Personal Deposit

Kfw-IEPC Kredt Investasi to PDAM BJB Kredit BPR BJB Kredit Kopkar BJB KKPE BJB Kredit Mikro Utama BJB Kridamas BJB KUR BJB S SRG Kredit Cinta Rakyat Jawa Barat

BJB Deposito Korporasi BJB Garansi Bank BJB Giro Korporasi BJB Kredit Investasi Utama BJB Kredit Modal Kerja BJB Kredit Sindikasi Financing Company Loan BJB Pinjaman Daerah

Treasury

International Banking

Capital Market Product Financial Institution of Pension Fund Dealing Room Foreign Exchange Trading Hedging Instrument Money Market Account

BJB Remittance SKBDN BJB Tandamat Dollar Trade Finance & Service Bank Koresponden BJB Nostro Account BJB

Service

BJB Deposito Valas BJB Giro Valas

BJB Priority ATM BJB Call 14049 Collection Mobile Cash Remittance Western Union Safe Deposit Box Weekend Banking

Source: Bank BJB Brand Guidelines

Brand reinforcement
Product development Analyze the product lifecycle

Create product specialized

women & SME 1. Insurance 2. Investment 3. Saving 4. Deposits

CUSTOMIZED

Customer loyalty program

Net Promoter score based on group research: 12% (Low )
Repurchase
Personalize d

Reward Strategy for women & SME Get new customers (acquisition) Direct gift when open account Point reward to be changed with gift directly Further discount if using the debit card after

Reward

Low Pay-off

Acquisition

open account for shopping Point reward for lottery Discount card Cash back during shopping

Custo

Future Product & Services

Branchless Banking

Cobranding

Retail Teller Machine

RTMs do not issue money, but print vouchers with a specific code (QR code), which can be cashed at certain stores that joint with the bank, cashed at an ATM or at the nearest branch

E-banking
E wallet with mobile
pay for the groceries or claims discount coupons in a certain number of outlets

choose the types of bank services through the machine, read messages, talk with the teller via video, make a transaction without burden, pay bills, open new accounts, to print the voucher they want

Tiny card reader

plugs into a smartphone or iPad turning your device into a point-of-sale cash register

CONCLUSION
New STP: Segmentation Middle low in urban and sub urban Targeting Women & SME Positioning Women financial solutions Both of SME & women product customization (insurance, investment, savings, deposits) Reward strategy to increase customer loyalty Aggressive in CRM through ads & public relation to increase awareness and image Focus with the message encouraging womenpreneur Using social media to connect with society Invest in IT & human capital Channel partnership with highly recognized institution

! s k n a h T
29111311 Haidir Afesina 29111363 Wirania Swasty 29111384 Chairunnisa Mirhelina 29111387 F X Kresna Paska 29111398 Aqsa Adhiperwira 29111400 Fajar Liem