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Database Marketing

Explore a range of financial products and services tailored for professionals with high incomes living in urban areas. Receive personalized advice, banking options, and investment opportunities to secure your financial future.

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Database Marketing

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  1. Database Marketing 薛俊平 張子揚 莊介博 施孟秀

  2. 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%

  3. Market & Competition • Key statistic of new business • New business 159 MM • Penetration 21% • Market size • Premium income 482 571 18% • Penetration 99% 109%9.8% • # of players 3234 6.3%

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

  5. 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

  6. 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

  7. Marketing Mix - Product • Web site • Broker • Sales • Consumer

  8. 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

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

  10. 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

  11. Marketing mix - Place

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

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

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