Brand : CIMB.
Product Category : Banking / Financing.
Target Audience : 25-35 years old.
Information :
CIMB Group is Malaysia's second largest financial services provider, and fifth
largest in Southeast Asia by total assets. It is owned by CIMB Group Holdings Berhad, which is listed on Bursa Malaysia with a market capitalization of RM46.6 billion. As a universal bank, it is able to serve everyone from all walks of life in Malaysia as well as throughout the region, including large regional corporations, domestic listed companies, entrepreneurial start-ups, high-net worth individuals, pensioners and last but not least, children. Learning to save should be fun and rewarding for parents and their children. With Junior Savers Account, they will get to enjoy a high yielding savings plan with a bonus interest of 100% on its annual interest earned plus exclusive benefits and privileges for the family - perfect for parents with children aged 12 and below. This means great returns for mom and dad, and great rewards to encourage healthy saving habits for the kids.
largest in Southeast Asia by total assets. It is owned by CIMB Group Holdings Berhad, which is listed on Bursa Malaysia with a market capitalization of RM46.6 billion. As a universal bank, it is able to serve everyone from all walks of life in Malaysia as well as throughout the region, including large regional corporations, domestic listed companies, entrepreneurial start-ups, high-net worth individuals, pensioners and last but not least, children. Learning to save should be fun and rewarding for parents and their children. With Junior Savers Account, they will get to enjoy a high yielding savings plan with a bonus interest of 100% on its annual interest earned plus exclusive benefits and privileges for the family - perfect for parents with children aged 12 and below. This means great returns for mom and dad, and great rewards to encourage healthy saving habits for the kids.
Market Situation : The market situation for CIMB Junior Savers Account is growing.
Issues & Problem :
- There are other bank accounts for kids, like Maybank Yippie / RHB Kids
/ Bank Rakyat Nuri. Competition is pretty tight as the other banks already have kids account since 5-15 years ago.
- Lack of advertisement and promotion, people still don’t know there is
CIMB Junior Savers Account. There is lack of promotion from CIMB Bank
towards the public.
- CIMB Juniors Savers Account is still new therefore people still have
doubts to open their kids account at CIMB Bank.
- Basically, CIMB Bank advertisements are targeting more to adults rather
than to promote CIMB Juniors Savers Accounts.
Ideas & Concepts :
- Exhibition booth especially at shopping malls, this is to promote CIMB
Junior Savers Account to public.
- More effective promotion and advertisement to let people know
through online ads, print ads and mass media.
- Create a mascot and supportive tagline for their brand image as a
marketing strategy to attract children attention and at the same time to
encourage children to start with early financial planning.
