Database Marketing 薛俊平張子揚莊介博施孟秀. Economic/Demographic Trends Economic environment Overall: rapid growth with price stabililty Year 2000 GDP is projected.

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Presentation transcript:

Database Marketing 薛俊平張子揚莊介博施孟秀

Economic/Demographic Trends Economic environment Overall: rapid growth with price stabililty Year 2000 GDP is projected at 6% Demographic Total population: 21.9 MM Age distribution Childhood(under 15): 22.3% Productivity(15-64): 69.6% Aged(65 & above): 6.1%

Market & Competition Key statistic of new business New business 159 MM Penetration 21% Market size Premium income % Penetration 99%109% 9.8% # of players %

Segment & Strategy Upper tier A&B Information support to sales Core product C Personalize Cross selling Base product D&E Cost down Sales lead A - Asset transfer C - Personal insurance E: Travel, fire… D - Payroll deduction B – Buy & Sell

Business Strategy Prospect Risk management --- Financial Consultant Profit Pool Core product Cross selling Alliance Banking: Enrich product mix & total solution Telcom company: Channel development & conventience

Marketing Mix Branding Smart & personal financial management Grow with you Target consumers Core: current consumer Secondary: New ( 30~59yr. Professional w high income, live in urban area, have invested in mutual fund or concern their financial status

Marketing Mix - Product Web site Broker Sales Consumer

Marketing Mix - Product Current Product Analyze current consumers ’ profiles in term of demographic factors vs product attributes Develop potential scenario Confirm consumers ’ demand by test market Design products based on consumers ’ factors

Marketing Mix - Product Consumer Banking Mapping consumers by ID / by consumer factors Define target consumers Cross selling Credit card, Personal loan, installment

Marketing Mix - Price Price to consumers: value added General service: free Personalize information: members VIP consultant service: Annual fee Price to merchants Fix cost + commission

Marketing mix - Place Current channel Update Channel Remarks UpperSales Information to sales by PDA CoreSalesCompany web site Offer personal selections New: suggest by check list Existing: Short list check & offer based on database comments Transaction support based on banking BaseBrokerWeb siteOffer a set of selection Sales lead from 3 rd party Wireless support from Telcom

Marketing Mix - Promotion Mass communication AIDA model TVC, Professional MG, MRT PR Sponsor portal site, alliance w/ other financial sites

Marketing Mix - Promotion Database marketing Personal(segment) e news letter Member acquisition Personal web page / recognized by ID Personal mail Mapping with banking information