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Slide 1:

By Team Pride : Joshua Ng Charmaine Chee Bowen Wang Daryl Tan Your Bank, Your Future An analysis of the youth strategy in DBS

Agenda :

Agenda Basis of Recommendation Viral Marketing Campaign DBS Referral DBS Club Customization of Cards Deliverable 1 Deliverable 2

Slide 3:

Basis of Recommendation

Methodology:

Methodology Site visits Secondary Research and fact-finding Research on Competitor Strategy Surveys of Target Audience Viral Marketing Personalization BOR DBS Referral DBS Club Conclusion

SWOT Analysis:

SWOT Analysis Strengths Weakness Opportunities Threats Viral Marketing Personalization BOR DBS Referral DBS Club Conclusion

SWOT Analysis:

S WOT Analysis Strengths Viral Marketing Personalization BOR DBS Referral DBS Club Conclusion Widespread Reach Strong Reputation

SWOT Analysis:

S W OT Analysis Weakness Viral Marketing Personalization BOR DBS Referral DBS Club Conclusion Mass Market Perception SCAPE location inappropriate

SWOT Analysis:

S W OT Analysis Viral Marketing Personalization BOR DBS Referral DBS Club Conclusion Mass Market Perception

SWOT Analysis:

S W OT Analysis Viral Marketing Personalization BOR DBS Referral DBS Club Conclusion SCAPE location inappropriate VS

SWOT Analysis:

SW O T Analysis Opportunities Viral Marketing Personalization BOR DBS Referral DBS Club Conclusion Increased entrepreneurial spirit More keen to be financially savvy

SWOT Analysis:

SWO T Analysis Threats Viral Marketing Personalization BOR DBS Referral DBS Club Conclusion Banks starting to focus on youth First mover advantage

SWOT Analysis:

SWO T Analysis Viral Marketing Personalization BOR DBS Referral DBS Club Conclusion Banks starting to focus on youth

SWOT Analysis:

SWO T Analysis Viral Marketing Personalization BOR DBS Referral DBS Club Conclusion First mover advantage

Key Takeaways:

Key Takeaways For SCAPE, activities proposed have to get people to specially go to SCAPE Initiatives have to be timely and effective in penetrating target market To overcome first mover advantage of competitors Initiatives have to create some kind of exclusivity for the youths Viral Marketing Personalization BOR DBS Referral DBS Club Conclusion

Slide 15:

Strengths Wide spread reach Strong reputation Mass market appeal Mis-matched positioning in SCAPE Viral Marketing Campaign

Typical VM Campaigns:

Typical VM Campaigns Facebook competitions Viral Video Viral Marketing Personalization BOR DBS Referral DBS Club Conclusion

Facebook Competitions:

Facebook Competitions Viral Marketing Personalization BOR DBS Referral DBS Club Conclusion

Viral Videos:

Viral Videos Viral Marketing Personalization BOR DBS Referral DBS Club Conclusion

Cons of Viral Marketing Campaign:

Cons of Viral Marketing Campaign Facebook is not sustainable – people “like” it then forget it Videos Hard to come up with a good idea Little lasting impact Costly Unable to ascertain viral response Viral Marketing Personalization BOR DBS Referral DBS Club Conclusion

Criteria for our Viral Marketing Campaign:

Criteria for our Viral Marketing Campaign Truly viral Repeated spreading of key ideas E.g : a competition with low barriers to entry Targeted approach Not open to public Restricted to target audience only Low cost Sustainable Repeated visiting and looking out for updates Viral Marketing Personalization BOR DBS Referral DBS Club Conclusion

Round-Island Hunt:

Round-Island Hunt What is it? Treasure Hunt competition around Singapore With periodic release of DBS related clues Viral Marketing Personalization BOR DBS Referral DBS Club Conclusion

How it goes?:

How it goes? Viral Marketing Personalization BOR DBS Referral DBS Club Conclusion

Round island Hunt:

Round island Hunt DBS-related clues Released periodically Using Facebook pages Gain you currency Clues Examples: Clue Collection Take a photo with DBS Tower One and submit it! Photo Submission Knowledge Clues Viral Marketing Personalization BOR DBS Referral DBS Club Conclusion

Round-island Hunt:

Round-island Hunt Players maintain currencies online Account managed by google docs (tentative) Currency Viral Marketing Personalization BOR DBS Referral DBS Club Conclusion

Round-island Hunt:

Round-island Hunt Prizes are released periodically on Facebook Players bid with online currency Closed Bidding Bidding Viral Marketing Personalization BOR DBS Referral DBS Club Conclusion

Target Audience:

Target Audience Tertiary Students Have the time to participate Working adults less time (whether to join competitions or keep updated) Facilitate targeted approach Viral Marketing Personalization BOR DBS Referral DBS Club Conclusion

Competition Format:

Competition Format Individual Varsity Clubs Quick way to reach out to student population Publicize club list Win-win (Publicity for clubs and improve DBS’s presence within varsities) Strong tertiary presence gives competition youthful feel Same Clues but Different Bidding Competitions Viral Marketing Personalization BOR DBS Referral DBS Club Conclusion

Communication Channels:

Communication Channels Main Communication Mode(During Competition): DBS Youth facebook account Publicity Communication: Print in varsities newspapers Email to schools to disseminate to students For varsity club competition Send email to individual clubs Viral Marketing Personalization BOR DBS Referral DBS Club Conclusion

Signing up and Claims:

Signing up and Claims Signing up: Submit name, IC number Currency gained tagged to IC number after verification Claiming prizes: Have to show IC number for successful applicants to deduct currency gained Viral Marketing Personalization BOR DBS Referral DBS Club Conclusion

Mediums Needed:

Mediums Needed Official Facebook competition page One dedicated email Google docs to keep track of contestant’s details Viral Marketing Personalization BOR DBS Referral DBS Club Conclusion

Timeline:

Timeline Viral Marketing Personalization BOR DBS Referral DBS Club Conclusion Aug-11 Aug-12 Apr-12 Mar-12 Oct-11 Planning Phase Publicity Phase Execution Phase

Estimated Resources:

Estimated Resources 2 extra head count Plan clues Maintain competitors’ account Prizes to give away Ideal prize: Appliances Work with merchants for discounts Publicity expenses Designing of posters Viral Marketing Personalization BOR DBS Referral DBS Club Conclusion

Slide 33:

Initiatives for Improvement

Criteria for Recommendation:

Criteria for Recommendation For what we are… …not doing – new idea? …doing – improvement? …going to do – suggestion?

Initiatives:

Initiatives Which lead us to Referral Program – new idea Personalization of Cards – improvements DBS Club – suggestions

Slide 36:

Referral Program

Referral Program:

What is it? We reward student organizations with activity funds for every application of our products referred by members of the student organizations. Referral Program Viral Marketing Personalization BOR DBS Referral DBS Club Conclusion

Referral Program:

Referral Program Why? Tertiary youths interact through student organizations Student organizations often have limited funds Students want more funds Viral Marketing Personalization BOR DBS Referral DBS Club Conclusion

Referral Program:

Referral Program Viral Marketing Personalization BOR DBS Referral DBS Club Conclusion

Referral Program:

Referral Program How? An account for each student organization Ask for referrer on application forms Reward activity points for each referral made by members Exchange activity points for activity funds at any time, can give “discount” Viral Marketing Personalization BOR DBS Referral DBS Club Conclusion

Referral Program:

Referral Program Possible Variations Account setup, link to one person? Or to use organization name? Reward through direct deposit or else? Amount of reward points given for each type of referred applications (eg. Debit VS Credit) Extend the program to the general public Viral Marketing Personalization BOR DBS Referral DBS Club Conclusion

Slide 42:

Personalization of Card

Personalization of Cards:

What is it? Allow people to personalize debit or credit card with pictures of their own Personalization of Cards Viral Marketing Personalization BOR DBS Referral DBS Club Conclusion

Personalization of Cards:

Personalization of Cards Why? Youths like to be unique, like to display their personalities Our competitor OCBC is doing it! Viral Marketing Personalization BOR DBS Referral DBS Club Conclusion

Personalization of Cards:

Personalization of Cards How? Viral Marketing Personalization BOR DBS Referral DBS Club Conclusion

Personalization of Cards:

Personalization of Cards Cost Cost of system enhancement? Cost of card production? At least our survey respondents are willing to pay $7.58 for it on average! Potential source of profit? Viral Marketing Personalization BOR DBS Referral DBS Club Conclusion

Personalization of Cards:

Personalization of Cards We may also consider for better security! Viral Marketing Personalization BOR DBS Referral DBS Club Conclusion

Slide 48:

DBS Club

Slide 49:

DBSclub An Introduction of the Program DBSclub Targets youth/young working adults Focus on financial literacy/networking Viral Marketing Personalization BOR DBS Referral DBS Club Conclusion

Slide 50:

DBSclub An Introduction of the Program DBSclub Targets youth/young working adults Focus on financial literacy/networking Viral Marketing Personalization BOR DBS Referral DBS Club Conclusion

Slide 51:

DBSclub An Introduction of the Program DBSclub Targets youth/young working adults Focus on financial literacy/networking Viral Marketing Personalization BOR DBS Referral DBS Club Conclusion

Slide 52:

DBSclub An Introduction of the Program DBSclub Targets youth/young working adults Focus on financial literacy/networking Viral Marketing Personalization BOR DBS Referral DBS Club Conclusion

Slide 53:

DBSclub’s Objective 2-Pronged Strategy Improving Relationships Providing a value added service to customers at no cost -Allows customers to be familiar with DBS products and services Marketing Tool Viral Marketing Personalization BOR DBS Referral DBS Club Conclusion

Slide 54:

DBSclub’s Roll Out Plan Structure of Courses Viral Marketing Personalization BOR DBS Referral DBS Club Conclusion

Slide 55:

DBSclub’s Roll Out Plan Improving Relationships and Marketing DBS Viral Marketing Personalization BOR DBS Referral DBS Club Conclusion

Slide 56:

DBSclub’s Roll Out Plan Execution Timeline 1Q12 Viral Marketing Personalization BOR DBS Referral DBS Club Conclusion

Slide 57:

DBSclub’s Roll Out Plan Execution Timeline 1Q12 Viral Marketing Personalization BOR DBS Referral DBS Club Conclusion

Slide 58:

DBSclub’s Roll Out Plan Execution Timeline 1Q12 Viral Marketing Personalization BOR DBS Referral DBS Club Conclusion

Slide 59:

DBSclub’s Roll Out Plan Execution Timeline 1Q12 Viral Marketing Personalization BOR DBS Referral DBS Club Conclusion

Slide 60:

Conclusion Short Term Strategy Round Island Treasure Hunt Long Term Strategy DBSclub DBSclub Referral Program and Card Personalization Viral Marketing Personalization BOR DBS Referral DBS Club Conclusion

Any questions? :

Any questions? SCAPE Retail Outlets What FRANK cannot do Survey Write up Mechanism to sign up and collect currency How will idea be viral? How do we know youths want exclusivity? Detailed Timeline

SCAPE Retail Outlets:

SCAPE Retail Outlets Back

What Frank Cannot do:

What Frank Cannot do Back

Survey Methodology & Respondents :

Survey Methodology & Respondents Given the tight time frame, a convenience sampling methodology was utilized, using an online survey tool to solicit responses over a 2 week period Data cleaning was used to screen away incomplete entries We had a total of 94 respondents, but screened away respondents out of the age range of 17-28, leaving us with 79 respondents All respondents had their highest qualifications from local institutions Of that 79, 58 were tertiary students (44 undergraduates), with 63 of the respondents not yet in the workforce Back

Mechanism to Sign up and Collect Currency:

Mechanism to Sign up and Collect Currency Respondent signs up by inputting age,i/c number, handphone number and email number IC number if processed and unique Competitor ID is given Respondent flashes IC number whenever he/she solves the clue, and the currency will be credited to the Competitor ID Competitor ID and Currency earned are displayed so anyone can check their accounts at any time During bidding, respondents state CID and the currency they bid Winning entries will require respondents to head down to the branch to verify IC before Currency will be deducted and prize collected Back

How will idea be viral?:

How will idea be viral? Initial publicity through clubs When message disseminated, individuals from club can then join the game Clues have varying amounts, with some clues having a large amount Players can then join at anytime and not fear that they are too far behind Prizes can be released at anytime and bidding is only for a limited period Players have to constantly check back on whether any prize released 1.) 2.) 3.) 4.) Bidding is closed, thus people will be tempted to just try for whatever prize If player does not have enough currency, prizes go to second highest bid and so on AS long as its easy to join, the competition will spread Back

How do we know youths want exclusivity?:

How do we know youths want exclusivity? Back

Detailed Timeline:

Detailed Timeline Gaant Chart for Round-Island Hunt Aug-11 Sep-11 Oct-11 Nov-11 Dec-11 Jan-12 Feb-12 Mar-12 Apr-12 May-12 Jun-12 Jul-12 Aug-12 Planning phase Idea approval Recruit manpower Briefing and orientation Planning of clues Setting up of Facebook page Finalizing registration and tracking mechanism Sourcing for Prizes Publicity Phase Acquiring varsity contacts Acquiring individual clubs email Send out email and await response Liase with varsity newspaper Newspaper ads to go out Execution Phase Signing up begins Clues Releasing Period Bidding Period Begins Start of Holidays Back

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