Professional Documents
Culture Documents
Objective - to know the branding activities from B2C and B2B - how to manage worldwide brand in banking industry - to find out the brand position from customer perspective Scope Research in Bandung city Approach Explanatory Research and Internal company focus, customer based market analysis.
History
1961, founded as PD Bank Karya Pembangunan 1978, change its name become Bank Pembangunan Daerah Jawa Barat. 1999, the law form of Bank has been changed from Perusahaan Daerah (company region) into Perseroan Terbatas (Corporation) 2000, the first Bank Pembangunan Daerah which had dual banking system (conventional & syariah system) 2007, changed name to Bank Jabar Banten 2010, new logo & Corporation call name to become Bank BJB
Source: Bank BJB Brand Guidelines
History
Vision To become the 10 largest bank and to have a good performance in Indonesia Mission 1. Fueling and driving the pace of development in the area 2. Implementing storage area money 3. Source of regional revenue Corporate Values GO Spirit (Service Excellence, Professionalism, Integrity, Trust)
Source: www.bankjabar.co.id
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
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
International Banking
Capital Market Product Financial Institution of Pension Fund Dealing Room Foreign Exchange Trading Hedging Instrument Money Market Account
Treasury
BJB Deposito Valas BJB Giro Valas BJB Remittance SKBDN BJB Tandamat Dollar Trade Finance & Service Bank Koresponden BJB Nostro Account BJB
BJB Prioritas ATM BJB Call 14049 Collection Mobile Cash Remittance Western Union Safe Deposit Box Weekend Banking
Products-Related Attributes
Source: www.bankjabar.co.id
Brand Inventory
Fast growing & Professionals (High Trust) with still presents touch sincere hospitality
Bank BJB Brand Identity Guidelines
Market Analysis
Category Analysis Segment Description
2011 on West Java & Banten:
Segment Description:(PNS) 46,527 people, +22% growth rate Government employees size, growth rate, etc.
People start to realize the importance of investment The safetyness to deposit money in bank The growth of SME (small medium entreprise) sponsored by Bank Most of company paid their salary via bank People start to feel the practical use credit / debit cards than carry large amounts of cash The ease of transaction by using bank products & facilities IDR 945 billion (+19% compared to 2011)
Potential of Trends Internet, SMS Banking, Smartphone Application Trend Needs Not Being Met Credit card, Internet and SMS banking, Smartphone Application
Target Audience
Demographics 25 55 years old Government Employee > IDR 1,000,00 Low to middle class Live in urban/ sub-urban, city Psychographics Size of Market Distributions Point Media Reach BJBs outlet ATM BJB ATM Bersama/ Prima
Primary Target
Small medium enterprise Secondary Low to middle class Target Live in urban/ sub-urban city
Tertiary Target
17 60 years old Start up business man Low to middle class Live in urban/ sub-urban, city
Innovators Entrepreneur
Competitive Analysis
Competitor based on Asset Top 5 Brands Bank BJB Est. Sales (IDR mill) 5,977,050 Points of Differentiation Kredit Guna Bhakti Perceived Quality Loan for local goverment employee based on SK (Surat Keputusan) , quick process Worldwide acceptance Pricing F: 0-5% L: 7-12% F:1-6% L:11-13% F: 3-7% L: 11-17% F: 1-6% L:10-13% F: 3-7% L:17-18%
Bank Danamon
16,882,491
Cards access
5,191,400
Transcorp facilities
Networking
Bank Bukopin
4,617,461
Quick process
Competitive Analysis
Top 5 Brands
Bank BJB
Value Proposition
Regional deposit as a source of cash Free of charge withdrawals at Atm Bersama and Prima Active participant of the United Nations Environment Programme Finance Bigger, 103,812 Initiative (UNEPFI); only 2 Indonesian banks had signed up for memberships stronger, better Loans to civil servants and retired; Various of loan products Wireless EDC Market potential to gather MU fans ( 30 million people) Access to three different cards: American Express, MasterCard and Visa, bundled with Danamons current and saving account products Working with many merchants, lots of discount amenities Extensive network of retail business from Transcorp group Interlink network Internet subsidy to members
Bank Danamon
279,568
27,267
80,022
Daya program social program that access to market information, allowing them to make better decisions Bank BTPN Paket Masa Depan the product designed and catered for Tunas Usaha Rakyat segment
Sources: various sources
Meaningful life
180,768
Points of Differentiation
Brands Parity Feature Meaningful Points of Differentiation Loan for start up business #1 Reason People Buy the Brand Easy procedure process Cards acceptance Key Customer Benefits Loans with SK as a collateral Any merchants and everywhere
Bank BJB
Bank Danamon
Lots of offers
Fast
Unlimited age
Brand Personality
friendly
family
Acronym described the nature of simplicity and nature modern society where BJB Bank will serve. Describes the transformation of Bank BJB to become more effective and professionals in serving all people from Sabang to Merauke.
hospitality
Brand Personality
sincere
service
Brand Traits
Believable Options 1. Professional 2. Luxurious 2 most strategic
Characte
Faster growth
Performan ce
3. Hospitality
Negative
Believable Options
1. Hospitable 2. Simply
People
Modern Educated
Brand Exploratory
Detailed information about what consumers think of the brand
Brand Positioning
What business are you in? Conventional banking industry
Brands in Category Bank BJB Key Customer Benefit Brand Positioning Statement
Everywhere transaction
UMKM partner
Findings: Reason to buy: strategic location, ease of transaction Low awareness & Low preferences to Bank BJB Lack of knowledge about brand position By segmentation, there are no effects regarding income & gender in order to refer a friend or had experience with BJB or saving in BJB
2 1 n = 31 1
2 1
Brand Awareness
No 22% Yes 78%
Brand Experiences
yes 23% No 77% NO 67% N=31
Brand Resonances
Yes 33%
Income
Age
Consumer Perception
Results: Based on the survey that we conduct from 100 people random in Bandung city (2D & 2E): Bank BJB is recognized as regional bank (47%), government bank (40%. It shown that the strong association of it. Most of them are also know its acronym. However, one of the reason Bank BJB rebranding its name to BJB is to tell public that the bank is neither regional nor government bank. Thus it also change its tagline to be bigger, stronger, better. As it shown in its vision to be 10 largest bank, bank BJB is now expanding its market to outside Java such as Sumatra and Kalimantan. However, it is still hard to educate public about their new image. Their competitor based on assets ( Bank Mega, Bank BTPN, Bank Bukopin, Bank Danamon) are very well known of their image as private bank. The reason to choose those 4 banks as competitor is based on Bank Indonesia guidelines regarding top and large bank based on assets. Those four banks position are above Bank BJB. The position of Bank BJB for 2012 is number 14.
Customer Knowledge
Consumer perceptions analysis Unfamiliar brand name Not well known logo Lack of information and offers
Regional Bank
Image
Performan ce
Negative
Standard
People
Mental Map
SWOT Analysis
STRENGTHS
Regional deposit source of cash IPO Very well known in West Java and Banten province (its economic strategic area) High growth in assets and revenue
WEAKNESSES OPPORTUNITIES
Unfamiliar outside Java Island Logo is not well known Poor Information technology system (no internet banking, sms banking) Strong association as regional banking The growth for SME (Small Medium Enterprise) in Indonesia. Customer needs in differentiation of investment and loan system Brand expansion outside Java
THREATS
Old player in banking world Other finance company such as leasing, multifinance Syariah bank etc
Marketing Communication
Current Marketing Programs (2012):
Advertising Public Relations Promotion Sponsorship Web Site
CRM
Total Budget 2012: IDR 204 Million Total Spending 2012:IDR 152 Million
Brand Credentials
Historical and facts Market leader Awards, medals, records, etc Originally as a Bank Pembangunan Daerah, and ithe first regional banks which has IPO since 2010 BPD (Bank Pembangunan Daerah) 2009 "The Best BPD" Bank Terbaik Kategori Pembangunan Daerah (the best bank in category of region development) "The Best Performance Award of Indonesian BanksBPD category (Tempo Magazine) 1st Best ATM (InfoBank Magazine) 1st Best Security guard (InfoBank Magazine) 2010 The Best Bandung Services Excellence Champion". Category Conventional Banking Investor Award, Top Regional Banker IICG, Trusted Company Based on Corporate Governance Perception Index (CGPI) Very good financial performance 2001-2010 (InfoBank Magazine) Certification, licenses, accreditations Articles or quotes published in newspaper and magazines N/A Best Newly Listed PT Bank BJB Tbk (BJBR) (Indonesian Institute for Corporate Directorship (IICD) Excellence in Building and Managing Corporate Image Category : Regional Goverment Bank (Bloomberg Businessweek dan Frontier Consulting Group) Strategic partner in Jamsostek West Java program in 2012 (Jamsostek) The Best Performance IPO from Investor Awards Best Listed Companies 2011 (majalah Investor) 2011 The Best Of Bandung Service Excellence Award 2011, Category Conventional Banking (Markplus) ABFI Banking Award, Best Performance Banking 2011 BPD assets above 10 Billion Corporate Image Award 2011, "Excellence in Building and Managing Corporate Image "Investor Award, Best Performance IPO Corporate Image Award 2011, Indonesias Most Admired Company Category Regional Government Bank 4th the Best Corporation for Risk Management of the Year 2011
Brand Credentials
Testimonials, client references Achievements Product or service rating/ rankings Prestige of user or client list Credentials of your employees/management Hospitality local bank with low loan interest rate Wireless EDC 11th, all over banks in Indonesia (based on assets) N/A Around 3.500 employees by 2012 with 5 days of working per week some branches are also open in weekend (7 days a week) PT. Jamkrindo (insurance) CIMB sekuritas PT. Askrida (insurance) ATM Bersama ATM Prima LPS N/A Regional hospitality Bank Kepolisian RI PT. Telkom Indonesia Notaris rekanan
Employee Involvement
Type of Touch Employee Needs Action Planned New Employee Induction of Basic banking knowledge Corporate value Internal training (customer service, telephone handling, product knowledge) Weekly training, monthly review Induction of Basic Customer Service Corporate value Internal training (Customer Service, handling Complaint, product knowledge) Weekly training, monthly review Current Employee Risk management certified for Managerial level Soft Skills (leadership, change management, team building) Review every 6 months, and 1 year refreshment for certification (3-5 times) External Training (Service Strategy, Marketing Strategy) Soft Skills (ESQ, problem solving) Review every 6 months, and 1 year refreshment for certification (3-5 times)
Training
Practice
Training
Practice
Brand image Overall image as regional bank and strong relation with government employee
Conclusions
Inventory: Transition to become a conventional banking, however the market segmentation still focus on Government employees (PNS) Exploratory: Based on survey, the awareness is still low along with strong asscociation as regional bank. Therefore the core brand message Bigger Stronger Better is not well delivered and far from expectation
Recomendations
Redefine the Segmentation Targeting Positioning Develop the brand essence Create Customer Relation Management program to build awareness and public education about Bank BJB