Date post: | 21-Oct-2014 |
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Business |
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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