Brand Audit in Banking Industry

7/21/2019 Brand Audit in Banking Industry

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MM6016Branding and Marketing Communication



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.



3

1961, founded as PD Bank Karya Pembangunan

1978, change its name become Bank Pembangunan Daerah JawaBarat.

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 bankingsystem (conventional & syariah system)

2007, changed name to Bank Jabar Banten

2010, new logo & Corporation call name to become Bank BJB

History

Source: Bank BJB Brand Guidelines



Vision

To become the 10 largest bank and to have a good performance inIndonesia

Mission

1. Fueling and driving the pace of development in the area2. Implementing storage area money

3. Source of regional revenue

Corporate ValuesGO Spirit (Service Excellence, Professionalism, Integrity, Trust)

History

Source: www.bank abar.co.id



P r o d u c

t P o r t o f o l i o

C o n s u

m e r B a n k i n g Bancassurance

BJB Personal Deposit

BJB Deposito Suka-suka

BJB Giro Perorangan

BJB Kredit Guna Bhakti

BJB KPR, Mutual Fund

Simpeda, Tabunganku

BJB Tandamata

BJB TandamataBerjangka

BJB Tandamata Bisnis,Gold, Haji, Purnabakti

M i c r o & s m

a l l b u s i n e s s 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 JawaBarat

C o m m e r c i a l B a n k i n g BJB Deposito Korporasi

BJB Garansi Bank

BJB Giro Korporasi

BJB Kredit InvestasiUtama

BJB Kredit Modal Kerja

BJB Kredit SindikasiFinancing Company Loan

BJB Pinjaman Daerah

T r e a s u r y Capital Market

Product

Financial Institutionof Pension Fund

Dealing Room

Foreign ExchangeTrading

Hedging Instrument

Money Market Account

I n t e r n a t i o n a l B a n k i n g BJB Deposito Valas

BJB Giro Valas

BJB Remittance

SKBDN

BJB Tandamat Dollar

Trade Finance &Service

Bank KorespondenBJB

Nostro Account BJB

S e r v i c e BJB Prioritas

ATM

BJB Call 14049

Collection

Mobile Cash

Remittance

Western Union

Safe Deposit Box

Weekend Banking




Products-Related Attributes

Source: www.bank abar.co.id



Brand InventoryFast growing & Professionals (High Trust)

with still presents touch sincere hospitality Bank BJB Brand Identity Guidelines



ar e na ys s

Segment Description: size, growth rate,etc.

• A• S

• D

Current and Emerging Trends

Category Analysis

Segment

Description2011 on West Java &

Banten:

Size: Third Party Funds Rp 297,143 Billion, +19.11% growth rate

Loan disbursement Rp 248,269 Billion, +25,80% growth rate

Government employees (PNS) 46,527 people, +22% growth rate

Current and

Emerging Trends

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 amoun

of cash

The ease of transaction by using bank products & facilities

Estimated Profit 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



arge u enceDemographics Psychographics Size of Market Distributions Point Media Reach

Primary

Target

25 – 55 years old

Government Employee> IDR 1,000,00

Low to middle class

Live in urban/ sub-urban,

city

Security

Simplicity

Civility

Around 500,000

*

in West Java

BJB’s outlet

ATM BJB

ATM Bersama/

Prima

Government outle

Proposal

Secondary

Target Small medium enterprise

Low to middle class

Live in urban/ sub-urban

city

High mobility

Entrepreneur 2% of West

Java residents

BJB’s outlet ATM BJB

ATM Bersama/

Prima

SponsorshipSpecial programs

Social network

Radiotalk

Tertiary

Target 17 – 60 years old

Start up business man

Low to middle class

Live in urban/ sub-urban,

city

Innovators

Entrepreneur

103,000 **

in West Java

BJB’s outlet

ATM BJB

ATM Bersama/

Prima

TV ads

Newspaper

Radiotalk

Exhibition

Social network

* Source: www. BPS.co.id **www.bisnis-jabar.com



F= Average of interest rate of third party funds

L= Average of loan interest rate

Competitive Analysis

Top 5

Brands

Est. Sales

(IDR mill)

Points of

Differentiation

Perceived Quality Pricing

Bank BJB 5,977,050 Kredit Guna BhaktiLoan for local goverment

employee based on SK (Surat

Keputusan) , quick process

F: 0-5%

L: 7-12%

Bank

Danamon16,882,491 Cards access Worldwide acceptance

F:1-6%

L:11-13%

5,191,400 Transcorp facilities NetworkingF: 3-7%

L: 11-17%

Bank

Bukopin4,617,461 Pioneer in Payment Point

OnlineQuick process

F: 1-6%

L:10-13%

7,465,651 Pension banking servicesLoan for local goverment

pension

F: 3-7%

L:17-18%

Competitor based on Asset

Sources: various sources



Competitive AnalysisTop 5

Brands

Value Proposition Core Brand

Message

Est.Marketing

Budget

Bank BJB 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

Initiative (UNEPFI); only 2 Indonesian banks had signed up for memberships

Loans to civil servants and retired; Various of loan products

Wireless EDC

Bigger,stronger, better

103,812

BankDanamon

Market potential to gather MU fans (± 30 million people) Access to three different cards: American Express, MasterCard and Visa,

bundled with Danamon’s current and saving account productsTrust your self 279,568

Working with many merchants, lots of discount amenities Extensive network of retail business from Transcorp group Mega is your

destination27,267

Interlink network Internet subsidy to members

Understand and

giving yousolution

80,022

Bank BTPN

“Daya program” social program that access to market information, allowingthem to make better decisions

“Paket Masa Depan” the product designed and catered for Tunas Usaha

Rakyat segment

Meaningful life 180,768 Sources: various sources



Points of Differentiation

Brands Parity

Feature Meaningful Points of

Differentiation #1 Reason People

Buy the Brand Key Customer

Benefits

Bank BJB

Savings

and loans

product

Loan for start up business Easy procedure

process

Loans with SK as a

collateral

Bank

DanamonEverywhere transaction Cards acceptance Any merchants

and everywhere

Transcorp retail business facilities Discount

amenities

Lots of offers

Pioneer payment point online The fastest

banking product

network

Fast

Pension banking services Pension loan Unlimited age


B d El t (1)



Brand Elements (1)

Brand Name : Bank BJB

more modern, transcendent,

inclusive, and has been recognized

by the public.

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 allpeople from Sabang to Merauke.

BrandPersonality

friendly

family

sincere

service

hospitality

simple

Brand Personality


ran emen s



ran emen s

Brand Identity

Range of Services

A flying wing for progress

symbolizes the far-reaching arm to provide the best

service to customers, shareholders and the entire

community.

Communit

y

Sharehold

er

Customer


ran emen s



Image

Negative

People

Performan

ce

Regional bank

Art Deco

Heritage

ran emen sBrand TraitsBelievable

Options

2 most

strategic

1. Professional ✔2. Luxurious

3. Hospitality ✔Believable

Options3 most

strategic

1. Hospitable ✔2. Simply

3. Friendly ✔4. Kinship

5. Sincere ✔6. Service

Brand Association

ModernEducated

Faster growth

Charac

Persona

ource: Bank BJB Brand Guidelines



Brand Exploratory Detailed information about what consumers think of the brand



Brand PositioningWhat business are you in? Conventional banking industry

Brands inCategory

Key Customer Benefit Brand Positioning Statement

Bank BJB Easy, fast, and friendly service for any transaction High touch and high trust service

Everywhere transaction Being a customer centric organization

Retail and merchant network The symbol of new Indonesia

Member of “PPObis” benefit such as subsidized for

internet

UMKM partner

Loan for pension Pension banking service




Consumer Analysis (1A)

Research:

Breadth Interview in Bandung

Questioneer to Civitas SBM ITB (Highly

educated segment)

Total respondent: 31

13

15

6

2

1 1

2

1

n = 31

Brand PreferencesBCA Mandiri BNI BRI BJB Panin CIMB Niaga others

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 effectsregarding income & gender in order to refer

a friend or had experience with BJB or

saving in BJB

onsumer na ys s



Results:Based on the survey that we conducted from

31 people we concluded that:

• 99% of people do not have an account with

Bank BJB

• 60% are satisfy with the current service

with their bank, 14% are very satisfy, the

rest feel just fine with the service

• People in general not interested to open

account in BJB

• 77% of people do not have any experience

with BJB

• 78% of people have seen BJB advertising

or commercial

• 81% view BJB as Regional Bank, 6% as

government bank

• 69% of people will not refer Bank BJB to

friends or relatives

Yes

78%

No22%

Brand Awarenes

Private

Bank

3% Government

Bank

16%

Regional Bank

81%

Brand Image

onsumer na ys s

yes23%

No77%

Brand Experiences

Yes33%

NO67%

Brand Resonances

N=31

Consumer Research (2)



Consumer Research (2)

Research

Random people

Depth interview in Bandung city

Questioneer

Total respondents: 100

Focus

Bank BJB as a brand and its competitor

image

No product related questions

Findings

Low awareness of Bank BJB

22% do not have bank`s

favourite

66% interest of trying Bank BJB

(potential customer)

C P fil (2A)



Consumer Profile (2A)

AgeIncome

OccupationGender



Consumer Analysis (2B)Results:

Based on the survey that we conducted from 100

people, it shown that the location of bank is reall

important for customer likely to choose, followe

by loan products and offers, and the availability o

ATM machines.

Most of the customer are still choosing big ban

(BCA), and satisfied with their own bank choice

However, there are 22% of customer who have n

bank`s favorite that could be influence to try to b

bank BJB`s customer.



Consumer Analysis (2C)

Results:Based on the survey that w

conducted from 100 people w

concluded that the awareness

still low (37%) even they hav

seen the TV advs. Howeve

there is 66% potential custom

that can be influence to try BanBJB.



Consumer Perception of BJB (2D)



Consumer Perception of Competitors (2E)

Consumer Perception



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



Image

Negative

People

Performance

Customer Knowledge

Consumer perceptions analysis

Unfamiliar brand name

Not well known logo

Lack of information and offers

Mental Map

Regional Bank

Attractive young sales

femaleFriendly costumer serviceGovernment officer

Standard

Sundanesse Ba

Limited transactUnfamiliar produ

SWOT Analysis



SWOT Analysis

STRENGTHS WEAKNESSES OPPORTUNITIES THREATS • 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

• 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 investmentand loan system

• Brand expansion outside

Java

• Old player in banking

world

• Other finance

company such as

leasing, multifinanceSyariah bank etc

Source of Brand Equity



Source of Brand Equity

Logo

Irfan Hakim has been 5 years asCelebrity Program Endorsement

CRM

Product for SME

Current Marketing Programs (2012):• Advertising• Public Relations

• Promotion

• Sponsorship• Web Site

Total Budget 2012: IDR 204 Million

Total Spending 2012:IDR 152 Million

Marketing

Communication

Source: BJB Internal resources

Brand Credentials



Historical and facts Originally as a Bank Pembangunan Daerah, and ithe first regional banks which has IPO since 2010

Market leader BPD (Bank Pembangunan Daerah)

Awards, medals,

records, etc

2009

"The Best BPD" Bank Terbaik Kategori PembangunanDaerah (the best bank in category of region

development) "The Best Performance Award of Indonesian Banks-

BPD 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, TopRegional Banker

IICG, Trusted Company Based on CorporateGovernance Perception Index (CGPI)

Very good financial performance ” 2001-2010

(InfoBank Magazine)

2011

The Best Of Bandung Service Excellence Award2011, 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, Indonesia’s Most

Admired Company Category Regional GovernmentBank 4th the Best Corporation for Risk Management of

the Year 2011

Certification, licenses,accreditations

N/A

Articles or quotespublished innewspaper and

magazines

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)

Brand Credentials

Source: Bank BJB Internal resources

Brand Credentials



Brand CredentialsTestimonials, clientreferences

Hospitality local bank with low loan interest rate

Achievements Wireless EDC Product or service rating/rankings

11th, all over banks in Indonesia (based on assets) Prestige of user or clientlist

N/A Credentials of your employees/management

Around 3.500 employees by 2012 with 5 days of working per week

some branches are also open in weekend (7 days a week)

Prestige of strategic

alliance partners

PT. Jamkrindo (insurance)

PT. Askrida (insurance)

ATM Bersama

ATM Prima

LPS

CIMB sekuritas

Kepolisian RI

PT. Telkom Indonesia

Notaris rekanan

Intellectual property

(patents, etc.) N/A

Brand reputation Regional hospitality Bank

Source: Bank BJB Internal resources



Customer-Based Brand Equity



Customer-Based Brand Equity

High service, fastBeing a family,

personalize service,

hospitable

Low loyalty

Loyalty only for PNS and customer at

urban area

High growth,support SME

Low and Unclear

Government officer (PNS), Regional bank,

limited coverageoutside Java

Brand Equity Evaluation



Brand Equity Evaluation

Brand Awareness

Overall perception is low

and perceived as Regional Bank (West Java)

- Brand recognition: Fair

- Brand recall: Need assistance

Product : Conventional Banking

Brand : Bank BJB

Target Audience:PNS (age 25-55 )

middle-low, lives in

urban / sub-urban city

Core Brand Message:

Bigger, Stronger, Better Reason to Buy:

Easy process for start up business loan

What we want them to think:

A bank which is transforming to

become more effect ive andprofessional in serving the whole

community as well as commercial

banks

Brand imageOverall image as regional bank and strong

relation with government employee

onc us ons



Redefine the Segmentation – Targeting – Positioning

Develop the brand essence

Create Customer Relation Management program to build

awareness and public education about Bank BJB

Strategic Brand ManagementRecomendations

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

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Brand Audit in Banking Industry

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