Table of contents

Chapter 1: Introduction
Industry
Background1
Macro-environment
Micro-environment
Competitive Analysis
Competitor Analysis
Chapter 2: Marketing Mix
Product
Price
Place
Promotion
Chapter 3: Target Market Profile
Geographic
Demographic
Psychographic
Chapter 4: Recommendation/Proposals
Marketing Objectives
Marketing Strategies
Integrated Marketing Communication Campaign
Chapter 5: Conclusion
References/Appendix
Executive Summary

Chapter 1
Introduction
Industry Background
Andrew L. Gotianun Sr. is the establisher of the Filinvest Credit Corporation, then
he later established the Family Bank and Trust Company (FBTC), and then the
EastWest Bank. When Andrew first came to Manila with his wife in his mid 50s seeking
opportunity to be successful and finding a way to support their family, their only help
for starting their business is just some borrowed money. They first ventured into
second-hand car financing, when it became a success thats when they decided to
establish the Filinvest Credit Corporation, and the FBTC which became one of biggest
financial institutions in the 70s. Gotianun made a comeback in banking in 1994
through EastWest Banking Corporation. Filinvest now is a Multi-billion conglomerate,
because it is a diversified business including real estate industry, power generation,
construction, information technology, and others. EastWest Bank is a majority-owned
subsidiary of Filinvest Development Corporation (FDC), its ultimate parent company is
the ALG Holdings Corportion. FDC was incorporated on April 27, 1973, it only started
out as a consumer finance and banking business, now it is the listed holding company
of the Filinvest Group of Companies (Filinvest Group). The Bank was named by its
principals who envisioned the embodiment of the best of both East and West, together
makes the efficiency of the West and the warm hospitality of the East.
EastWest Bank is a domestic corporation registered with the Philippine
Securities and Exchange Commission (SEC) on March 22, 1994. The Bangko Sentral ng
Pilipinas (BSP) granted The Bank authority to operate as a commercial bank on July 6,
1994 under Monetary Board Resolution No.101. The BSP granted the bank the
authority to operate as a universal bank under Monetary Board Resolution No. 1696 on
July 31, 2012.
The Banks logo is created

Our brand mark is created from two arrows, currently called chevrons,
representing the East and West, fusing together to result in synergy; hence, the
solid core of our logo. Within the heart of our logo, good things happen.
Specifically, the center of our logo, which is in the shape of a diamond,
symbolizes the value that we create in the lives of our clients though our
products and services.

For our new corporate colors, we selected green for its light and fresh hue.
Moreover, the meaning of the color "green" aptly captures our recharged
corporate perspective, namely: focusing on new growth, thinking creatively and
adopting a go-getting attitude. On the other hand, we chose purple and
magenta as the other colors of our new logo. We chose green, purple and
magenta primarily for their uniqueness in the banking industry as well as the
enthusiasm and out-of-the-box thinking that these shades denote. As for our
name, "EastWest" will now be printed in lower case typeface sans the word
"bank" to further emphasize the aforementioned characteristics represented by
our corporate colors.

Macro-environment
Micro-environment
EastWest bank competitors are commercial banks such as Citibank,
Standard Chartered Bank, Internal Exchange Bank, Export and Industry Bank, and
Philippine bank of communications.
Competitive analysis
EastWest Bank's efficient formatting, speed of payment and safe transfer procedures
did not go unnoticed by Wells Fargo, one of the largest and oldest banks in the United
States, bestowing EastWest the Straight Through Processing (STP) award for its
exceptional delivery of commercial payments and remittances.
STP is a fully-automated payment processing system without any manual intervention
from the correspondent bank, in this case, Wells Fargo, as payments coursed through
EastWest were well-formatted upon release. Customers benefit from such efficiency
since payment transfers coursed through the correspondent bank (Wells Fargo) by
EastWest to the partner banks are safe, and arrive at their destination faster than
manual operation.
EastWest is one of the fastest growing banks in the industry over the last six years.
Along with expansion of its store network, which is now at 264, EastWest complements
its effort to provide customer convenience with continuous operational efficiency
improvements.
Wells Fargo provides banking, insurance, investments, mortgage and consumer and
commercial finance through more than 9,000 stores, over 12,000ATMs, the internet
(wellsfargo.com), with offices in more than 35 countries.
EastWest continuous expansion and operational improvements to the benefit of its
valuable customers have received prestigious recognitions. The recent STP award is
just among the increasing number of accolades the bank has received from
international institutions. In the early part of 2012 EastWest was recognized by The
Asian Banker, a highly-credible multinational publication, as the number six strongest
bank in the Philippines. In late last year, the Morgan Stanley Capital International, Inc.,
a leading provider of investment support tools trusted worldwide, included EastWest in
its Global Small Cap Indices list.
EastWest opened its doors to the public on August 1, 1994. The bank is a subsidiary of
the Filinvest Development Corporation (FDC), the publicly listed holding company of
the Filinvest Group that evolved from a consumer business founded by Andrew L.
Gotianun, Sr. in 1955. FDC is one of the country's premier conglomerates, with
business interests in real estate, banking, sugar, hospitality and tourism, and powergeneration. Through the years, EastWest Bank has successfully capitalized on the
financial strength and synergy from the business organizations under the Filinvest
Group. As it continues to register strong business performance, EastWest remains
committed in making good things happen for its clients.
"To be a world-class bank anchored on service excellence in our chosen markets."

To create value:

For our chosen markets, by providing them with excellent service in the delivery of
integrated and innovative products, responsive to their current and future financial
needs, at the best value.
For our employees, by continuously providing them with opportunities to develop their
full potentials and by giving recognition and rewards commensurate to their
contribution.
For our community, by committing ourselves to improving the quality of life of those
around us through the support for various charities and involvement in outreach
activities.
For our regulators, by uncompromisingly adhering to the highest standards of business
ethics and corporate governance. For our shareholders, by managing the bank
professionally and prudently to consistently achieve optimal possible returns.
Integrity
Excellence
Mutual Concern
Teamwork and Individual Initiative
Corporate Pride
Sense of Urgency
Leadership

Competitor analysis
Chapter 2
Marketing Mix
Product
EastWest banks principal banking products include Consumer Loans, Deposit
Products, Corporate Banking, Treasury and Trust Products and Cash Management
Solutions, among others.
Price
Place/ Distribution
Promotion
Chapter 3
Target Market Profile
Geographic
Demographic
Psychographic