A Presentation by Impulse Advertising

19th September, 2016

 CURRENT STATUS

• 26 Branches- Mumbai, Vashi, Panvel

• Full automation in process
• Loyal customer base
• Offers all products like other Banks
• Rate of interest – one of the best

• A keen will to grow in all aspects of business in the coming

years
 THE BANKING TOPOGRAPHY

Pvt. Sector
Banks
ICICI, HDFC…

Co-op Banks
Public Sector
Saraswat & Banks
others
SBI & others-
amazing NPA’s
 SWOT

Pvt. Sector • Quick & efficient service

BANKS • Charges and interest rates highest

• Rate of interest & charges

competitive
PSU’s • Service pathetic. Too much waste of
time

Co- op • Interest rates the best

Banks • Trust & service
 OUR BANK – THE INSIDERS VIEW

• Size is small in terms of branches

• Automation still in progress
• Image and branding exercise never done before
• Intensive marketing efforts to increase business not planned
before
• Have not initiated any steps to build relationship with existing
customers
• No outside communication to tap new customers
 OUR BANK – THE DREAM

• Back to basics
• Automation being put in place
• Basic Online hygiene being developed
• All banking products being packaged for potential customers

• Aggressive business targets set and need to be achieved

AGENCY RECOMMENDATION
SIX POINT APPROACH

STRATEGIC APPROACH

CREATIVE APPROACH

TACTICAL APPROACH

BUSINESS APPROACH

MEDIA APPROACH

DIGITAL APPROACH
 STRATEGIC APPROACH

• Not to position near Pvt. sector banks in terms of service,

interiors or looks
• Take advantage of the chaos, time consumption and pathetic
service of Public sector banks.
– Even today if you visit SBI Jekegram branch there is a cue to deposit cash and takes an
average one hour time. Any day of the week. You can check it out

• Co-op Banks are growing in terms of service, looks, size.

• We need to stand out from the crowd and establish a clear

positioning for our bank in the minds of the customers
 STRATEGIC APPROACH..contd

KEY INSIGHT :

• Every customer hopes/wishes that his loan – business ,

personal or products would be cleared easily
– Not being fully aware of the paper work, time and proper
documentation required by the banks
 STRATEGIC APPROACH – WAY FORWARD

• Talk from the heart

• We are small but efficient
• We respect your time and thank you for choosing us
• We will guide you for proper documentation
• We may not look so polished like Pvt. sector banks
• And definitely will not waste your time and frustrate you like
Public sector banks
• Incase you are not eligible will communicate for sure
• Incase yes will confirm and process

• We may not be the fastest but we are sure

 CREATIVE APPROACH

POSITIONING

• Just visit us once

• Or lets meet

• All creative’ s to have :

– Headline to talk about the subject/ product
– Baseline or the positioning statement
– List of products the bank offers
– Bank logo and contact details
CREATIVE – LAUNCH ADVERT
CREATIVE – FESTIVAL ADVERT
Diwali
CREATIVE – PRODUCT ADVERT
Housing- Car loans
 CREATIVE – SUPPORT
Glow signs – Diwali greeting card- Billboards…
TACTICAL APPROACH

CREATING THE FIRST IMPRESSION

Bank staff behavior

and the opportunity
for all product display
within the Bank’s
premises
TACTICAL APPROACH

CREATING THE FIRST IMPRESSION

Television screen in all branches

Playing our Corporate Film

We also give loans for this

 TACTICAL APPROACH

EVERYONE WITHIN 2 KMS RADIUS OF THE BANK IS OUR

POTENTIAL CUSTOMER

• So Bank’s signboard- prominent and welcoming

• Billboards near the branches displaying product offers with
advantage – message to change every 15 days or weekly
• Diwali greeting cards to all existing and potential customers
– Specially designed with warm message. Come and visit us or lets meet
 BUSINESS APPROACH

EVERY CUSTOMER EXISTING OR NEW IS IMPORTANT FOR US

• Existing customers :
– Make a list
– Categorize them
– Approach them – make them feel important
– Communicate about our new initiatives and product offers

• Attracting new customers :

– Assertively establish our positioning
– Clear communication of our product offers
– Treat them well when they visit or meet us
– The entire team and system makes an effort to convert them towards us
 BUSINESS APPROACH

THE MOST IMPORTANT FACTOR FOR SUCCESS

• Believing and what we are talking about

• A keen desire to accept and execute the ideas

• Spend lot of time and resources for Bank staff training

 MEDIA APPROACH

DON’T OUTSPEND OUTWIT THE COMPETITION

• Completely focused to the Business Targets
• Yes our existing and potential customers
• Media Mix :
– Print : Local editions- Mumbai, Vashi, Thane, Panvel Plus Advertorials
to build impact
– Radio : Short burst
– Billboards : 3 months- close to the branches
– DM : During festivals- Ganpati, Diwali
– TV : Interviews in relevant Marathi channel programs
– POP : Branding within and outside the Bank branches
– Digital : The most important. Has to be well thought through and
continuous
 DIGITAL APPROACH

DIGITAL WAY FORWARD

• First and foremast make a list of all existing and call/ walk in
customers
• Clear and sustained strategy to communicate with them and
make them part of our family through this media
• SMS or Whatapp messages for important developments
• Mobisodes at regular intervals on our product advantages
• Contemporary Facebook page- promote it online

• All this backed by our Bank’s initiative to make banking online

 DESIRED IMPACT

• For all customers who’s work is done

– Mast Bank hai yeh

• For all customers whose loan we could not process due to

documentation problems
– Wapas aayenge. Bank is really good
 CAMPAIGN MONITORING

• AS AN AGENCY WE UNDERSTAND THE IMPORTANCE &

COSTS OF THIS EXERCISE

• As per our professional practice we will monitor the impact of

all media & creative spent’s
• Provide you with estimated costs for all activities
• Ensure that our precious budgets are well spent
DHANYAVAAD