bukopin strategic creative plan

STRATEGIC CREATIVE

PLANBank Bukopin Credit Card 2014

Tuesday, January 28, 14

UNDERSTANDING BUKOPIN CARDS


Finance Service

They finance customers at purchasing goods/service requiring large amount of money

Credit Sales

They advance cash for customers, and customers pay back later with certain amount of interest

1

3

2

4

There are cards companies provides customers with these similar services. There are little differences from other card companies.


INDUSTRY OVERVIEW

Credit Card Type Market Share

Credit Card Using

Basic64%

Gold29%

Premium7%

31

14.749.024 Cards/Augustus 2013

211.430.000 Millions of transaction

Rp152,23 TrillionPeriode Januari-Agustus 2013

3 Cards/person


Consumer Expenditure by Category

INDUSTRY OVERVIEW


INDUSTRY OVERVIEW

31

Credit Card Spending

CulinaryFashion & AccessoriesElectronicsEntertainmentTravelingHealthEducation

Card Using

83%Credit Card

57% Debit Card


INDUSTRY POSITIONING

MandiriBRIBCABNICIMB NiagaDanamonPaninPermataBIIBTN

OCBC NISPBukopinUOB IndonesiaTokyo MitsubishiHSBCBTPNStanchartJabar BantenMegaCitibank

Augustus 2013*By Loan

Rank 12th

31


SWOTStrength

COMPETITORSSTRATEGY


STRATEGY

•Focus on urban market

•Mall branding (Senayan City, Debenhams, etc)

•Thematics credit card program, occasional

•Distributor Card


Satria Brand Award Winner 2013

Everyday Card,

Promo facility

Cashback 5% at SPBU dan Hypermart

Cicilan BCA 0,5% interest

Platinum

Promo facility

’Pay 1 for 2’‘at some finest resto in 5 stars

hotel

Movie program at The Premier

BCA Singapore Airlines

Promo facility

Free flight for frequent flyer


STRATEGY

• Started to aim grocery shopping central, especially fashion (Darmo Trade Center (DTC) & ITC Surabaya)

• Developed integrated mobile device service


Strategy

Cooperate with more merchants, from

restaurants, hotels, aviations to petrol

station

1,75 Million Card 2012

60% Mega Silver and down2012

60% Mega Silver and up2013


•Releasing micro finance segment credit card.


Exciting programs

Fast application

Wide range merchants

Informative

Easy payment

Wide range networking

A lot of gift

Low interest

Small amount annual fee

Direct rewards based on point A lot of promotion

Point reward system

Payment before due date wont get any

interest

A lot of facility

Point reward can be exchange

with free annual fee

Low credit limit

Awareness program not strong

enough

High interest

its not easy to get credit limit rise

High interestAggressiveness of promotion (at the mall,

especially) given negative impression.


KEY STRATEGY ATTRIBUTES

Outlines various strategies that are differentiate from the customer’s perspective, namely,

1. Offer the lowest price

2. Have superior convenience

3. Offer higher service quality

4. Provides advice

5. Acknowledge the importance of its best customers

6. Personalizes and tailors products and service to the

segment’s particular needs.


THE RISE OF MIDDLE CLASS


COMPOSITION OF CUSTOMERS



Last year Indonesia's per capita GDP finally reached $3,000, the middle-class income threshold. If we define "middle class" as those with an annual income of $3,000 to 20,000, it is estimated that the number of Indonesia's middle class people will be at least 50 million


SWOTStrength

COMPETITIVEANALYSIS


SWOT

Strength

-Experienced business units

-High growth rate

-Trusted brand

-Strategic partnership

- Shopping habit at the mall

Weakness

-Lack of concept

-Lack of awareness

-Poor visual executions

-Non Integrated marketing communications

-Doesn’t have strong positioning in the market

-Undeveloped digital media

-Credit card usage is not the primary paid method

Opportunity

-growing economy

-new acquisitions

-the rise of middle class(from 23,2 M into 49,3 M people)

-the rise of community

-online payment on the rise

-the rise of the mall, credit card usage has become the urban life style

-Consumptive spending habit consumers

-Benchmarking, personalized credit card ie: flexibility billing date, sms blast, installment, grand launching in big major cities, regular point rewards.

Threat

-Competitive market, Bukopin credit card has not make it to the top of the wallet

-External business risk

-Losing customer

-


CUSTOMER’S PERSPECTIVE

DEMOGRAPHICSIndonesia has one of the world’s youngest demographic profiles—60 percent of the population is below 30 years of age, and the population is growing at a rate of 2.5 million a year.

Mass,

Spending Rp 1 million up to Rp.3 million

Minimum Income 24M per year

20-40 years old 57.4 %

41-60 years old 38.4 %

Senior High 48.9

Under Degree 13.1

Degree 32.8

Mass Affluent

Spending Rp 3 million up to Rp.5 million

Minimum income 60M per year

Internet Savvy

High Consume

Platinum

Spending Rp 5 million above

Minimum income 240M per year

Social economic strata A

High Consume



ATTITUDES AND MOTIVATIONSHow they thinkWhat they wantHow they reactHow they perceive our brand

Mass,

Mass consumption media

Household

Using credit cards for debt

Easy access to be a card holder

Mass Affluent

Filtered media

Household, Gadget, Fashion,

Professional, Demanding, Knowing what they want

Premium

Selected & Exclusive media

Hobby, Business

Busy, Practical, Best Quality Services



BEHAVIOR AND USAGEChannel utilizationWillingness to payHow much they bought from us

Mass

Domestic Traveling, by bus, motorcycles, train and ships

Focus on household billings

Mass Affluent

Domestic and overseas Traveling,

by car, train, and airplane (economic-business class accommodation)

Premium

Domestic and International Traveling,

by car, train, and airplane (first class-VIP)

Frequent flyer


MARKET

Demands

Instant application

Flexible billing date

Responsive customer care

Wants

Thematics card design

Discount in everywhere

Wide range networking

Personal photograph

Gimmick

Needs

Low interest

0% Installment

High limit

Easy pay

Free annual fee


$120 billion Revenue on retail

12% of Indonesian businesses currently access bank credit

$73 billion2nd largest spending in food & beverages

Category insights that frame the need states of the targets


SWOTStrength

COMPETITIVESTRATEGY


What BUKOPIN does well

What the

consumer wants

What your competitor does well

X?

who cares?

Winning zoneClear point of difference that meets the need. Make it even bigger

X Losing zoneYour competitor meets the consumer needs better than you do

? Risky zoneCompetitive battle ground. Use emotion, innovative, superior executions, etc

Unique Selling Propositions


RATIONAL TRUTHS

Mid size bank

Micro Business

Government own bank

Retail

Grocery

Logistics


EXISTING PRODUCT

Mass

STARTER (21-27)

•Low interest

•Offering multi facility

•Easy payment system

•Wide range merchants networking

First time jobbers --> white collar workers under manager, staff, collage student

Mass Affluent

YOUNG ADULT (28-35)

•Wide range merchants networking

•Shopping offering

•Free annual fee

•Easy installment

•Point reward available

•High credit limit

White collar workers level/above manager/staff managerial entry level/ operational staff under manager -employee

Platinum

MATURE (36-60)

•Low interest

•Direct rewards

•Free annual fee

•Many merchant ‘s discount available

White collar workers Director level/owner/CEO/GM


Family

Youth segment Lifestyle Lifestyle

POSITIONING FOCUS

Should be focuses on entrepreneur, family, mid and small scale business and micro finance

Strength positioning at rural areas


Credit Card

Mass & Mass Affluent

STRENGTHEN THE BASIS

Premium

STRENGTHEN UNIQUE SELLING


SWOTStrength

MASS & MASS- AFFLUENT CARD


STRATEGY RECOMMENDATIONBuilding unique but meaningful positioningFocusses on retail, grocery - convenience stores, family, medical and business especially for middle class


Tone & MannerWarm - Aspirational - Reliable - In Control - Motivated


WHAT TO SAY

Bisnis anda adalah prioritas kami

Belanja cermat diakhir bulan

Untuk kemudahan bisnis anda


KEY DEVELOPMENTSSell the benefits, not the feature

DiskonProgramCicilan


SWOTStrength

PREMIUM CARD


STRATEGY RECOMMENDATIONDesigned for people who need luxury, comfort and convenienceFocusses on exclusive hobby, luxury facility/hospitality, priority service especially for upper class


Tone & MannerMature - Exclusive - Elegant - Personalize - Proud

PREMIUM CLASS


WHAT TO SAY

Sensasi berlibur

di Bahamas

Liburan sensasional

bersama bukopin

For your holiday experience


COMPETITOR’S PREMIUM PROGRAM


KEY DEVELOPMENTSSell the benefits of becoming Bukopin Premium Card holder

DiskonProgramCicilan


SUMMARY

Mass & Mass Affluent Credit CardFocusses on retail, grocery - convenience stores, family, medical and business especially for middle class

Tone & MannerWarm - Aspirational - Reliable - In Control - Motivated

KeywordsCermat, cerdas-hemat, Bisnis


SUMMARY

Premium Credit CardFocusses on exclusive hobby, luxury facility/hospitality, priority service especially for upper class

Tone & MannerMature - Exclusive - Elegant - Personalize - Proud

KeywordsSensasi, experience


SUMMARY

Why should anyone believe it?Renaming the programs, making it integrated

(Cicilan seru, Nonton Seru, Program Seru, etc)
