Marketing plan bank islam malaysia
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Marketing Plan Bank Islam Malaysia Marketing Management DR. NORZIEIRIANI BT AHMAD ABDELHAK BOUKERIKA 817803 MESSAOUD BELHIMER 816228 MOHAMED EL AMINE BESTEN 818357
Transcript of Marketing plan bank islam malaysia
Marketing Plan Bank Islam Malaysia
Marketing ManagementDR. NORZIEIRIANI BT AHMAD
ABDELHAK BOUKERIKA 817803
MESSAOUD BELHIMER 816228
MOHAMED EL AMINE BESTEN 818357
Plan•Introduction to Bank Islam•Company’s Vision, Mission and Core Brand Values •Segmentation, target market and positioning
INTRODUCTION
•Industry Profile•''SWOT'' matrix and analysis•Michael Porter 5Forces Model•CONSUMER ANALYSIS
SITUATIONAL
ANALYSIS
•Ansoff growth strategy matrix•The marketing mix strategies •Suggestions
GROWTH AND MARKETING
MIX STRATEGIES
INTRODUCTION1.Introduction to Bank Islam2.Company’s Vision, Mission and Core Brand Values 3.Segmentation, target market and positioning
1. Introduction to Bank Islam
Malaysia’s 1st
Islamic bank
Incorporated on 1 March
1983
Universal licence : able to offer
commercial and
investment banking activities all under one roof
Voted Islamic Bank of the
Year by The
Banker in
2013
>135 branches nationwid
e with more than 1,200 self-
service terminals
>4,000 staff Top
50 Malaysia’s
Most Preferred Employer
s
Primarily a
retail bank with more than 70%
financing driven
by Consum
er banking
BANK ISLAM AT GLANCE
SHAREHOLDING STRUCTURE
BOARD OF DIRECTORS
SHARIAH SUPERVISORY COUNCIL ("SSC")
2. Company’s Vision, Mission & Core Brand Values
CORPORATE VISION
TO BE A GLOBAL LEADER IN ISLAMIC BANKING
“Global Leader” is defined as being the ultimate
guidance and source of reference for innovative
Shariah-based products and services.
2. Company’s Vision, Mission & Core Brand Values
MISSION STATEMENT To continually develop and innovate universally
accepted financial solutions in line with Shariah principles
To provide a reasonable and sustainable return to shareholders
To provide a conducive working environment and to become an Employer of Choice for top talents in the market
To deliver comprehensive financial solutions of global standards using state-of-the-art technology
To be a responsible and prudent corporate citizen .
2. Company’s Vision, Mission & Core Brand Values
CORPORATE VALUES • Our Islamic products are the benchmark. Reputed
as the pioneer in Islamic banking. Built the Islamic banking industry in MalaysiaLeader
• Progressive and innovative - constantly moving ahead, technologically advanced, with new products & servicesDynamic
• Fast, efficient and responsive service. Knowledgeable and equipped staff to handle global business challengesProfessional
• A supportive partner who is approachable, ever ready to provide solutions to your financial problemsCaring
• 100% Shariah-based products, services and principlesTrustworthy
STP as Business StrategySegmentationIdentify segmentation bases and segment the
market.Develop profiles of resulting segments.TargetingEvaluate attractiveness of each segment.Select target segments.PositioningIdentify possible positioning concepts for each
target segment.Select, develop, and communicate the chosen
concept. … to create and
claim value
3. Segmentation, target market & positioning.
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• Includes financing, deposits and other transactions and balances with retail customers
Consumer Banking
• Includes the Group’s corporate finance activities, financing, deposits and other transactions and balances with corporate customers, commercial customers and small & medium enterprises
Corporate and Commercial
Banking• Undertakes the Group’s funding activities through
borrowings and investing in liquid assets such as shortterm placements and corporate and government debt securities
Treasury Division
• Operates the Group’s funds management activities
Shareholders unit
3. Segmentation, target market & positioning.SEGMENTATION
3. Segmentation, target market & positioning. TARGET MARKET
BRANCH NETWORKSINTERNET BANKING
SMS BANKING
CORPORATE DESKTOPBANKING
AR RAHNU OUTLETS CURRENCY EXCHANGE
CONSUMER BANKINGCENTERS
ELECTRONIC BANKINGCENTERS
MOBILE BANKING
3. Segmentation, target market & positioning. POSITIONING
Bank islam have plenty of work to do. Whether the strategy is to :1. Focus on niche positioning, 2. Compete with conventional banks head-on, 3. blend of both,
Sustaining growth will require play with all players to achieve greater efficiency across the value chain.
Situational Analysis1. Industry Profile2. ''SWOT'' matrix and analysis3. Michael Porter 5Forces Model4. CONSUMER ANALYSIS
1. Industry Profile
MALAYSIA ISLAMIC BANKING
PLAYERS
1. Industry Profile
1. Industry Profile
• Islamic banking assets are set to cross US$662b in 2013. Expect a CAGR of 19.7% through 2013–18, with total assets reaching US$1.6t across these six important markets.
1. Industry Profile
2. '' SOWT '' analysis
Helpful Harmful
InternalExternal
WeaknessesStrengths
Opportunities ThreatsObjectives
Fact
ors
2. '' SOWT '' analysis - Strengths
-
InternalHelpful + -
+
• Strong brand equity • Talent worker.• Abundant liquidity and strong
capital position• Innovation on product and
service.• Mobile banking service TAP
Mobile banking-i.• the Bank Islam’s nomination
itself has a confidence and reflecting the Islamic Banking.Objectives
Fact
ors
characteristics of the
business, or project team that give it an
advantage over others
“
”
-
2. '' SOWT '' analysis - Weaknesse
-
InternalHarmful + -
+
• Lack of popularity of Non-Muslims.
• The deficiency of abroad representation.
• Limited of the automatic teller machines
Objectives
Fact
ors
characteristics that place
the team at a disadvantage
relative to others
“
”
-
2. '' SOWT '' analysis - Opportunities
-
ExternalHelpful + -
+
• Regional expansion (especially to Indonesia)
• Government vision’s expand the Islamic financing market to 40% in 2020.
• Mobile banking innovation.
• Malaysian customers prefer the local productsObjectives
Fact
ors
External
chances to improve
performance in the
environment
“
”
-
2. '' SOWT '' analysis - Threats
-
ExternalHarmful + -
+
• Macroeconomic headwinds (rising Inflation rate and household debt).
• Regulatory(Islamic Financial Act 2003).
• Competition increasing.
• Changing technology.Objectives
Fact
ors
External
elements in the
environment that could
cause trouble for the
business or project
“
”
-
4. Michael Porter 5Forces Model
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POR TER’s
FORCES
Competitive Rivalry
Therat of New Entrants
Therat of Substitutes
Barganing
Power of
Buyers
Barganing
Power of
Suppliers
HIGH
LOW
HIGH
HIGHHIGH
5. CONSUMER ANALYSIS
• From our discussions with Bank Islam manager, it is clear that banks need to get to know their customers better and their clients’ businesses better.
5. CONSUMER ANALYSIS• In general we have 3 different consumers in
the market: (1) the religious conviction group (2) the ethical observant group (3) the economic rationality group
• Also it existence of another group, which makes decisions based on both religious values and economic rationalism, and is properly coded as the ‘religious conviction and economic rationality group’
GROWTH AND MARKETING MIX STRATEGIES1. Ansoff growth strategy matrix
2. The marketing mix strategies 3. Suggestions
1. Ansoff growth strategy matrix
Existing New
Products
Mar
ket
sExisting
New
Market Penetration
Product Development
Diversification
Market Development
2. The marketing mix strategies
Product
Place
Price4 PS
MARKETING
MIX
FUNCTIONALITY, APPEARANCE, QUALITY, PACKAGING, BRAND, WARRANTY, SERVICE/SUPPORT
Product
LIST PRICE, DISCOUNTS, ALLOWANCES, FINANCING, LEASING OPTIONS
Price
CHANNEL MEMBERS, CHANNEL MOTIVATION, MARKET COVERAGE, LOCATIONS, LOGISTICS, SERVICE LEVELS
Place
ADVERTISING, PERSONAL SELLING, PUBLIC RELATIONS, MESSAGE, MEDIA, BUDGET
Promotion
Promotion
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Bank Islam
finance Produc
ts
Mudarabah
MusharakhMura
bahaIjara
Contracts, etc.
Ijara Wa Iqtina
SalamIstisna'a
Bai be Thaman
AjilSukuk
Arbun
Qard Hassan
Tawarruq
Home Financing
Musaqaa
Muzara
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Bank Islam Price
Cost-plus Pri
cing
Firm Profitability
Analysis
Credit-scoring Systems and Risk-based Pricing
Price-leadership
Model
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BANK ISLAM SHOULD BE AT A CENTRAL LOCATION AND ITS OUTLOOK SHOULD REFLECT BANK’S COMMITMENT TOWARDS THE ISLAMIC BANKING INITIATIVE.
Place
Place ( Con’t )
Region BANK ISLMA MY BANKCentral 46 -Northern 26 -Eastern 27 -Southern 26 -East Malaysia
12 -
Total in 31 Dec 2013
134 420
Branches networks
Place ( Con’t )
Location type ATM CDM CQM SP Coin TotalBranches 291 211 116 43 3 664IPTA/IPTS 119 19 4 4 0 146Shopping Centres 92 9 1 2 0 104
Corporate Offices 67 23 7 1 0 98
TH Branches 40 29 0 0 0 69Petrol Stations 34 2 0 0 0 36Hospitals 21 0 1 0 0 22Mosques 15 10 0 0 0 25Others 43 21 4 1 0 69Total 722 324 133 51 3 1233
Self services terminal
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Bank Islam
Promotion
Website
Television
Radio
Newspaper
Leaflet Email
Magazine
Billboards
Seminars
Annual Reports
Community Relations
Promotion (con’t)The promotional strategy should be aggressive and should have the following features: 1- Bank Islam should be in line with the modern day promotional campaigns. But should be Shariah Compliant as well. 2- Bank Islam should create awareness about Islamic Banking Concepts and remove the misconceptions and confusions about Islamic Banking. 3-Educating the masses about the global growth of Islamic banking
GO to Indonesia; Population of 252 M, rate of 35% 2010-13
Reinforce the presence of the bank by all kind of branch (services terminal ,Automated Teller Machine. ..etc )
Why there are a lot of people who do not understand what is the Islamic financial products, ?? +++ Marketing and E-Publicity.
Continue: innovation, technology, reputation building, diversity, ....
Non-muslims = 77 % /world population, Bank islam must make them understand that the Islamic banks is the best for them.
3. Suggestions
Thank You
Q & A
