1.

INTRODUCTION AND BACKGROUND

CIMB Niaga is a merger bank from Bank Niaga, CIMB and Lippo Bank. In
November 2002, CIMB (Commerce International Merchant Bankers Berhad) from
Malaysia acquiesced the 51% share of Bank Niaga and then LippoBank join with Bank
Niaga. Because of the merger, CIMB Niaga became the fifth Biggest Bank in Indonesia
according to the asset and achievement.

Even tough the merger made CIMB Niaga healthier, the customer of Bank Niaga
and Lippo Bank may confuse and scare about their account. The scare of the customer
could make them to take their money then could make the Bank bankrupt. CIMB Niaga
must “tell” its customer to keep calm and not afraid about their account. The must be told
that the merger did not make any confusion but it made the bank more secure. Beside
that, CIMB Niaga also has to persuade customer to come to the bank and care about their
administrative needed (like book account, ATM card, credit card and others).

Beside to care the customer, CIMB Niaga also has to care their shareholder. The
shareholder is taking a big part of the Bank. If all of the shareholders sell their share, the
share of CIMB will become cheaper and of course make the Bank loss. The shareholders
must be told that the acquisition definitely not to make the shareholders loss or the share
become cheaper.

However, the other important thing is how to manage the publicity of Niaga,
Lippo and CIMB merger become the good news and then could make new customer.
This plan can be achieved via the better service and program offers.
2. OBJECTIVES

From the situation analysis in the Introduction, CIMB Niaga must have the
objectives to keep the customers and shareholders believe with CIMB Niaga, and make
some new customer. These are the objectives:

- to keep the customer; the closing account must be lower than 5% customer until
31 March 2003
- to control the publicity; the bad publicity must be lower than 5% of all the
publicity (the strong Media like KOMPAS, Bisnis Indonesia, MetroTV, Media
Indonesia and SWA) until 28 February 2003
- to keep the shareholder; the share price must be fix or more expensive (8%) by 31
April 2003
- to make the new customer; the amount of customer must be increase 10% until 31
August 2003.
3. STRATEGIES OF CORPORATE IDENTITY–

The action to introduce the merger of CIMB Niaga is to introduce the new face of
CIMB Niaga. The previous customer of Bank Niaga and Lippo Bank must be telephoned
and mailed to inform the new face of their banks. To fulfil the objective for the new
customer, CIMB Niaga must have effective and fancy programme. Beside that hold
seminar is very important too
4. STAKEHOLDER AND THE APPROACH

The stakeholders and the approach of CIMB Niaga is:

- the employees
The employees must be told that their position is secure and there is no lay-
off. Beside that, the teller, manager and others must be briefed and trained
accurately about the merger, especially the employees who have direct contact
with customer. They must know the transform of their company to the new name
and face of CIMB Niaga. They have the ability to talk with the customer,
especially when customer ask about the administrative things after the change
become CIMB Niaga.
Approach: Internal Newsletter, Training and Seminar.

- the shareholders/owner
The shareholders or owner must be invited to the meeting which explained
that their shares are secure. The meeting must be regularly held to report what
happen in the Bank.
Approach: regularly meeting, report meeting and shareholders meeting.

- the customers
The customer need to feel save about the money that they trust to save in the
Bank Niaga and Lippo Bank. CIMB Niaga must tell the entire customer via
telephone and mail. CIMB Niaga also must have the promotion which could
upgrade their level saving within the great offer. Beside that, CIMB Niaga must
make gimmick or souvenir for the customers who care their change account (book
account, ATM Card or Credit Card) until January 2003.
Approach: direct mail and telephone, promotion-upgrade tools, souvenir and
gimmick
- outside public (can be the potential new customer)
The merger must be full with publicity and there must be bad publicity apart
from all publicity. CIMB Niaga must convince the public to believe in CIMB
Niaga. The effective and fancy programme that applicable is to make a TV show
and interview on the TV. The TV show is must be glamour because Bank Niaga
and Lippo Bank is bank for the wealthy people and youngsters. Beside that,
CIMB Niaga also has to make promotion which the customer can get big grand
prize such as car. The advertisement also can help for the compliment of
promotional tools.
Approach: TV Show, interview, Grandprize

- experts
The experts must be take involvement in this case because the public like to
hear from the master. CIMB Niaga could approach the experts to ask their
opinion. This opinion can advertise or plug in the TV show. We also can consult
with them.
Approach: Opinion and consultation.

- Suppliers
The suppliers may be a little bit confuse because this change. The top
employees and employer of CIMB Niaga need to discuss to make decision and
then tell the suppliers personally.
Approach: Personal Approach

- Media
The most important thing for a change of an organisation is handling the
publicity. CIMB Niaga must have the Press Conference and company visiting for
the Press in order the press know the condition and situation of CIMB Niaga after
the merger. CIMB Niaga also has to make the advertorial.
Approach: Press Conference, Company Visit and Advertorial