Team Hanky BankiesZupeng Deng/ Benita Vaz / Limai Wu/ Siting Zhang

MKT 465 Marketing projectNational Bank Trust Service

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Key Finding

01Geographic CA consists of maximum percentage of our

customers at 37.34% followed by NY (10.63%), NJ (6.62%), FL (5.10%) and TX (4.22%)

02

0304

Demographic Married Professionals

Home-ownership 92% of customers are home-owners

Lifestyle Lead luxurious life Time spent in outdoor activities, gardening,

family activities, dining Travel for business as well as leisure

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CustomerAnalysis

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Concentration in industrial citiesAllocate marketing budget to CA, NY, TX.

•Highest number of customers (>450)

belong to comparatively crowded

industrial cities

• Houston

• Los Angeles

• Brooklyn

• San Francisco

• Chicago

• San Jose

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73%

61%

40%

45%

50%

55%

60%

65%

70%

75%

Our consumers Population

Marital Status

Recommendation:

• Design a new marriage trust and promote its benefits.

• For example, rich people can avoid certain amount of tax by building trust funds for their spouses.

• Additionally, the marriage trust can reduce divorce conflicts on property by designing related articles.

Married well settled professionalsDemographic of target customers

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30%

14.0%

10.0%

5.4%

5.0%

5.0%

Professional/Technical

Service Worker

Healthcare Professionals

Work from Home

Upper Management/Executive

Real Estate Professionals

Occupations*

* The NA has been excluded from occupations

Higher probability of home-ownership92% of customers are home-owners or probable owner

92%

80%

50%

55%

60%

65%

70%

75%

80%

85%

90%

95%

Our consumers Population

Homeowner

Recommendation:

• Bundle trust services and home insurance especially in high earthquake states such as California which makes up for a majority of our customer base10/20/2016 6

High-end luxury lifestyleGourmet Cooking, Health/natural Foods, Wines, Fashion Clothing, Home Décor, Etc.

57%

33%

0%

10%

20%

30%

40%

50%

60%

Our consumers Population

Luxury Life

Recommendation:

• Our customers believe in living a lavish life and self-indulgence

• Offering them 1-on-1 customized high-end services and improving their banking experience can be key to expansion and retention

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High interest in recreational activitiesInterested in family actives and gardening

52%

33%

0%

10%

20%

30%

40%

50%

60%

Our consumers Population

Family Activities

55%

48%

20%

25%

30%

35%

40%

45%

50%

55%

60%

Our consumers Population

Outdoor Activities

Recommendation:

• Collaborate with outdoor or fitnessclubs to offer customers free clubmemberships.10/20/2016 8

Travel for business as well as leisure

23%

12%

0%

5%

10%

15%

20%

25%

Our consumers Population

Travel for Business100%

63%

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

Our consumers Population

Travel for Vacation

Recommendation:

• Collaboration with airline companies for mileage benefits.

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SegmentAnalysis

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Customer Segment

High-flyers

• Commonly known as Generation X (Age group 36-51)

• Bigger families, Health freaks

• Family oriented

Dynamos

• Commonly known as Millennial (18-35)

• Smaller families

• Career focused

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StrategicRecommendation

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Product

• Diversify product offering - marriage trust fund, bundled trust funds

Price

• Premium pricing strategies

Placement

• Leverage resources in Houston, Los Angeles, Brooklyn, San Francisco, Chicago.

Promotion

• “Live Life” campaign for highflyers

• “Dwell safe” campaign for dynamos

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Membership Benefits• Free Club Celebrity Membership

• Fitness centers, Outdoor sports, weekend getaways

• Social Events with other Members• Family get-togethers

• Global Travel Opportunities and Discounts• Travel Certificates, gift-coupons

Marketing Campaign – “Live Life”Targeting Highflyers - “Because you deserve to enjoy“

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Bundling home insurance and trusts

As more people become educated about estate

planning, trusts become an attractive option for

homeowners interested in passing along their homes

and other property to loved ones and heirs without

subjecting them to the public, expensive, and time-

consuming probate process.

Marketing Campaign – “Dwell safe”Targeting dynamos – Assured and Insured for life

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