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New ČS business strategy for housing associations and condominiums June 2011 Prepared by Pavel Kühn, Developer centres Director. Erste Group Bank. Serves 17.7 million clients Employs more than 50,000 people Operates 3,200 branches in 8 countries

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Erste group bank

New ČS business strategy forhousing associations and condominiumsJune 2011Prepared by Pavel Kühn, Developer centres Director


Erste group bank
Erste Group Bank

  • Serves 17.7 million clients

  • Employs more than 50,000 people

  • Operates 3,200 branches in 8 countries

  • Ranks among TOP 3 banks in AUT, CZ, RO, SK,CRO

New ČS business strategy for housing associations and condominiums


A target
A. Target

To become leading Czech bank for HA + Cond. segment by providing most comprehensive service for the most competitive pricing

Key tool: cross-selling

privatizations, refurbishments,new build(MT / LT loans)

Grantika ČS complex care, concepts, strategies

Financing

Advisory

current accounts,payments,electronic banking,cards,overdrafts, etc.

surplus cash management (deposit accounts, investment products, etc.)

Operations

Investing

New ČS business strategy for housing associations and condominiums


Market s statistics
MarketČS statistics

Investment Loan

Mortgage

New ČS business strategy for housing associations and condominiums


Market market development
MarketMarket development

Market development is heavily influenced by products with governmental support:- Green for savings (Zelená

úsporám)- Panel

  • New rental housing

    Despite of possible market fluctuations we still expect market growth mainly in Cond. sector

The data used are ČS estimation only – no official statistics exist! *ČS forecast

New ČS business strategy for housing associations and condominiums


Market housing associations market development
MarketHousing associations market development

Growth in HA sector will be fuelled mainly by split of existing big HAs, new privatizations and new builds

from competition

from market growth

The data used are ČS estimation only – no official statistics exist! *ČS forecast

New ČS business strategy for housing associations and condominiums


Market cond market development
MarketCond. market development

Growth in Cond. sector will be fuelled mainly by Cond. generation out of development projects and HA ownership transfers

from competition

from market growth

The data used are ČS estimation only – no official statistics exist! *ČS forecast

New ČS business strategy for housing associations and condominiums


C opportunit y
C. Opportunity

2010

36% market share in housing associations

21% market share in cond.

CZK 457 m total revenues

2015

50% market share in housing associations

40% market share in cond.

USD 63 m total revenues

New ČS business strategy for housing associations and condominiums


D how to achieve it
D. How to achieve it

1. New pro-active market approach

  • Competitive pricing

  • Easy, transparent and safe products and services (incl. advisory)

  • Dedicated and co-ordinated saleschannels

  • Increasedcapacity of sales and processing (also for cross-selling)

    2. New organization of sales

  • Municipal finance (4400) as the HA + Cond. competence center

  • Product and sales management by Municipal finance (4400)

  • Consistent multiple sales channels: Branch network (5600, 5700), Municipal finance (4400), Developer centers (4330), External sales force (5800)

    3. Process streamlining

  • Methodology unification and simplification

  • New set-up of approval process

  • Efficient motivation of sales channels

  • Improvement of training structure

    4. Strong marketing support

  • Central campaign +local campaigns (both starting in 2010)

  • Sponsoring of SČMBD

New ČS business strategy for housing associations and condominiums


D how to achieve it 1 new pro active market approach
D. How to achieve it1. New pro-active market approach

How clients make decisions

Do not look for the most profitable solutions but for those with low risk

Do not look for complicated solutions

Watch closely the annuity amount and whether the property collateral is required

Appreciate dedicated personal service (high influence of the broker)

Decision base on precaution and price consideration

Make tenders

And our response?

New ČS business strategy for housing associations and condominiums


D how to achieve it 1 new pro active market approach cont d
D. How to achieve it1. New pro-active market approach – cont´d

a) Competitive pricing

  • To become more competitive in pricing– so far our biggest disadvantage

  • New pricing policysupporting market share growthandclients takeover from competitors

    b) Easy, transparent and safe products

  • Easily accessible products (for clients as well as for sales staff)

  • Clear product specification and its communication to clients

  • Simple and efficientprocessing

  • Development of subsidized products (state subsidy, ČS subsidy)

  • Refinancing of competitors (mainly ČSOB)

    c) Dedicated and co-ordinated sales channels

  • As close to the client as possible (in terms of territory as well as of behaviour)

  • Intensive salescoverage in regions for every type of client and product via multiple channels

    d) Increased capacity of sales and processing

  • Strong, motivated and well trained sales channels with competence

  • Additional capacity and value ofDCs, External sales force, Partner ČS, and Grantika ČS

  • Specialists incredit risk management

  • Processing in pre-defined deadlines (incl. approval process)

New ČS business strategy for housing associations and condominiums


G conclusions
G. Conclusions

Česká spořitelna has the potential toacquire

dominant market share in thehousing

associations and cond.segment

To seize the opportunity we need to define

clear strategy, new product and process structure,

competitive pricing and credit policy,

and present ourselves in the market

with the convincing marketing story

This presentation wasthe first step in the above effort!

New ČS business strategy for housing associations and condominiums