Communication Thought Process

For

Rise above the cut-throat

competition

A presentation by V.Ganapathy

• Understanding the category and

brand

• Situation analysis & SWOT

• Communication Approach /Strategy

• Suggestive Engagement Program

• Big Idea

The presentation path

Our Relationships

Over 85 Relationships

Client Retention Average

4.5 years

Brand Understanding

A glance at the Banking industry

• Banking industry stronger in terms of capital and industry

• Globally competitive and diverse ,aiming at higher productivity and efficiency

• De-regulation of financial sector has led to emergence of better quality products &services

• The sector has improved manifolds in technology

• Rural banking, Bancassurance , financial cards, mobile banking will fuel the growth for all banks.

• Focus has moved to strong customer service and innovative products and schemes

• Banking sector consists of Nationalized banks, Private Banks, Foreign Banks, Regional Rural and Cooperative Banks.

A glance at Banking …. contd

• Founded in 1930’s from a series of cooperative bank mergers

• Its promoter The Agha Khan fund for Economic Development holds 23% stake

• A new generation private sector bank with 82 branches ,132 ATMs across 10 states and 2 union territories

• Operates in Corporate, SME, Retail , Agri and Wealth management

About DCB Bank

Product Differentiation

• Enhance reach and launch exciting products

• Customer service • Think beyond banking and giving

total solutions in financial super market

• Satisfy every customer's need

Product Differentiation

Our Relationships

Over 85 Relationships

Client Retention Average

4.5 years

Communication Approach

1

• To strengthen and build the equity of the bank.

2

• To heighten the awareness about DCB Bank has the emerging bank amongst the private sector banks

3

• To position DCB as the preferred banking partner

4• To attract quality talent to the bank

Communication Objectives

Normative Groups

Customer Groups

• Government• Regulatory Agencies• Shareholders • Board of Directors• Financial Community• Ministry of Finance

• Corporates• Retail Customers • Students

• Media• Educational institution• Special Interest Groups

• Consumer Forums

Functional Groups• Employees

• Current • Potential

• Business Partners

Diffused Groups

Target Audience

STRENGHTS: • Now seen as a profitable bank • Stability in Management and leadership established• Backing of Agha Khan •Wide gamut of services offered • Continuously investing in ultra modern technology to gain first mover advantage • Investing on training and motivating employees to deliver quality output

WEAKNESS:•Low awareness of Bank • Product offering are me too • Leadership issue in the past • No easy connect with leadership team • Some baggage of a co -operative bank exists

OPPORTUNITIES:•Growing Indian Economy and the middle class population • Government encouraging the finance sector and banks • Emergence of young entrepreneurs•Indian companies going global

THREATS:• High vigilance and constant monitoring and interference by the Government • Nationalized banks also raising their bars and becoming competitive • Recession in Europe and US

SWOT

Desired Scenario

Current Scenario

• A small player amongst the private sector banks with no distinct identity

• Bank has low TOM recall across audiences

• Very Low awareness of Leadership team

•Diffused positioning of the bank

• To be a formidable player among the private sector bank delivering value to its customers

• Get DCB into the consideration set

• Create a strong human face for the bank •Focus on core values

Bridging The Gap

An innovative and responsive

neighborhood community bank in

India serving entrepreneurs, individuals and

businesses.

Desired Positioning

Engage Educate

Evangelize

Through our various

communication

initiatives we need to build the

relationship with all the

audience

Build a platform to convey the benefits of banking

with DCB

Build thought leadership around the brand to

evangelize stakeholders

Strategy

DCB Bank  

Robust Strategy Values Financial Management

Robust corporate strategy: quality driven , vertically integrated, presence across country

DCB Bank is one of India’s leading private sector bank offering a basket of services

Customer /Media/Employees/Financial Community

• Focused Corporate strategy with leadership positioning• Vertically integrated –

Presence across the country

• Focus on specific, highpotential segments

• Strong corporate ethics• Values: Ethical , Fair ,Energetic & Dynamic • Continuous learning• Building employability and competence

• Corporate Governance

• Stakeholder value • Consistent revenue growth• Leadership

Quality

• Clientele• Innovative Products • Continuous training

Message House

ACTIVITY

Short Term:• Initiate relationship building with media across cities • Aggressive media outreachFOCUS: On promoting the leadership team

6-8 months

Phase I

Long-term:• Speaker’s opportunity • Case Study/reports/White paper• Build Thought leadership FOCUS: To showcase thought leadership

16-24 months

Phase III

Mid Term:• Establish domain expertise •Trend Stories• Leadership profiling• Vertical specific case studyFOCUS: To showcase core services

9-15 months

Phase II

T I M E L I N E S

Communication Roadmap

MarketingCapital

Intellectual Capital

Community Capital

EmployeeCapital

Approach

• Activity:– Media Outreach program

• Corporate Image Management • Senior Management profiling • Internal Seminars & Conferences

• Message– Leadership, professional management,

management excellence• Outcome

– Showcase “capability & expertise”

Marketing Capital

• Management Profiling– International Banking trends– Comment on trends in the

industry/government policies (highlight role/contribution and achievements)

– Advertorials/Placement of articles in select publications/magazines

• Increase industry voice share Dial-a-quote– Increase industry voice share especially

related to policy & growth drivers pertaining to industry/vertical

– Map industry articles and contribute to them

Marketing Capital

• Corporate image management- New Alliances & Tie up- Corporate achievements - Merger & Acquisitions - HR Policies- Corporate strategy

Media Tools: One-on-One Interviews/ Press Releases /Contributory articles/

Press Conference/ Press Meets

Marketing Capital

Spokesperson Focus

Mural .M. Natarajan CEO and Managing Director

Company's vision, philosophy and values,comments on policy matters relating to the industry, India vision and strategy

Mr Bharat Sampat Chief Financial Officer

Long term goals and financial matters.Outlook on company’s performance & operational issues, India growth story, development and plans

Mr. Praveen Kutty – Head Retail & SME Banking

Growth plans, New products in retail. DCB’s role in SME Banking

Mr. R. Venkattesh – Head Operations, Technology & HR

HR policies, industry, trends and best practices at DCB. Technology related insights

Spokesperson's Focus

Build Thought Leadership Through Intellectual Capital

Event Time Frame

Hosts 2011 Feb 2012, Mumbai

Banking Summit India 30-31 May, Delhi

Banking World June, Mumbai

Finance & Banking –South

1-3 June, Bengaluru

Banking Expo 2011 20-22 June, Delhi

Foregin Exchange seminar

8-10 Dec, Delhi

Intellectual Capital: Speaker Engagement/Participation

Building the Employee Capital , be seen as a preferred employer

Employee Capital: Recommendations

• Come up with a program called, ‘The Corporate University of DCB a tie up with ISB Hyderabad

for middle – senior management team. This program will have:

- Leadership Development Programs- Long-term Education Program- Certification Courses- Training Programs- Organization Development Initiatives- Learning Resources- Knowledge sharing platform

• Award and scholarships

Employee Capital: Recommendations

• Activity:– Spirit of Excellence Awards– Single window communication – group newsletter– Lets Chat – Interactive Intranet– Town Halls– Painting competition for children of employees– Specials day – smile/care/save

• Objective– Employee integration; Develop common purpose– Encourage dialogue

• Outcome– Motivated, shared purpose, pride in success

Employee Capital: Recommendations

• Attract the ‘best talent’– Tie-up with an Indian business school to

identify talent • International scholarship for higher studies

– Integrate learning and development• Research chair with a leading business

school• Identified research on:

– Financial management/retain quality

Employee focus article and interviews

Publication Opportunity

Theme Tool

The Times of India Ascent

Transparency in Organizations

Media interview/quote

Deccan Chronicle

Career Chronicle

Empowerment to Women

Contributory article

The Hindu Opportunity

Team building & Collaboration

Contributory article

Hindustan Times Horizon

How to grow ; nurture talent

Media interview/Quote

DNA DNA AcademyThe new age mantra?

Contributory article

Human Factor Opinion Career in Banking world

Contributory article

Human Capital HR practicesBest practices at DCB

Contributory article

Build Community Capital to showcase Social Responsibility

Community Capital

• Activity:– Media Outreach program

• Showcase DCB’s commitment to contributing to a sustainable economic development and responsible business practice

• Highlight DCB’s approach to Corporate Social Responsibility

• Message– DCB Corporate Responsibility means its commitment to

contributing to sustainable economic development and responsible business practices.

– DCB continuously support and work with NGO’s

– Outcome– To be seen as socially responsible and caring company

The Big Idea

Big Idea to connect with mass

• To promote DCB’s retail brands we need to connect with the mass

• Therefore DCB needs to connect with a sport which is popular and familiar

• Sports option available : Table Tennis, Badminton, Football, Cricket, Athletics and Hockey

Objective

• To come out has a true Banking brand in the eyes of its customers and partners.

• Increase the level of engagement across the key stake holders

• Clearly spell out the goal or ambition to create a world class champion in 5 years. Like what Sania Nehwal is to Badminton

Go with Table Tennis

Go with Table Tennis

Why Table Tennis

Game/Sport Indoor Outdoor Familiar Played-once Entertaining Health &Fitness

Appeal

Badminton Y Y Y Y Y Y Limited

Cricket N Y Y Y Y Y Mass

Tennis N Y N N Y Y Limited

Hockey N Y Y Y Y Y Limited

Football N Y Y Y Y Y Limited

Table tennis Y Y Y Y Y Y Popular

Basketball Y Y N N N Y Limited

Why Table Tennis

• Easy sport to gain fitness and stamina • Simple and friendly game for recreation • Low cost of implementation • Encourage more kids and youth to play

the game and build world class champions. ( Today champions are created from small towns MS Dhoni is a live example )

Strategy Approach

• Educate and popularize the game • Show the Dream • Bring out the champion for India in

next 5 years

Stage I – Educate

• Install tables at pivotal places – for example interstate bus terminus

• Demonstration and camps in schools • Bring it has part of the sports curriculum• Launch a website which gives you some

tips about the game • Have a live chat with renowned TT player • Attack all touch points ( Like Post offices )

Stage- II- Showcase the dream

• Run a vision 2017 champion program • Spot the talent program• Select prospects and train them and if

found world class material send them abroad

• Get international champions to play exhibition matches

• Run a mini IPL with some international players

Stage III- Demonstrate

• Aim to build a TT academy to nurture the talent identified

• Make them participate in foreign tournaments

• Keep updating media on the action • Patiently wait for the D- DAY for the

champion to emerge

Thank you