bank-alfalah-pres-v2.pps

7/23/2019 Bank-Alfalah-Pres-v2.pps

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Bank AlfalahLimitedThe Caring Bank

A Brand JourneyBest Practices Day 2009

Presented by:Sirauddin A!i!

C"#$ Bank Alfalah limited


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Contents

% Beginning the Transformation

% "&'eriencing The Prime (ro)th

% Bank Alfalah A Ser*ice Business

+ Market Segmentation

% Bank Alfalah,

+ Brand Image

+ Brand Goals

+ Brand Framework

+ The Logo / Grid

+ Brand Promise

+ Core Vales

% Brand Clarity% -oad .a' To)ards An e&celling Brand

% "m'hasis #n Brand "&'erience

% #ur Strategy

% /ay or)ard

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Beginning The Transformation

From !C"B to Bank #l$alah limited

Bank #l$alah limited was $onded in %&&'(

$ollowing the )ri*ati+ation o$ !abib Credit ,

"-.hange Bank

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Bank #l$alah

The Dha1i (rou' has a *ery strong and an e*er$gro)ing1usiness 'resence in the .iddle "ast Bank Alfalah3 under the*isionary leadershi' of 44 Sheikh 5ahayan .a1arak Al5ahayan has seen gro)th 1y lea's and 1ound,

% 6n*estment e&ceeding 7SD 80 1illion into Pakistan

% Signicant contri1ution in 1uilding and strengthening 1oth cor'orateand retail 1anking in Pakistan

% Currently the :thlargest 1ank o'erating in Pakistan

% Pro*ides e&ce'tional ser*ices through 2;< 1ranches nation)ide and'lan to e&'and the net)ork to =28 1ranches 1y year end Decem1er2009

% "&'anded regionally in Afghanistan3 Bangladesh and Bahrain 4


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# Ser*i.e Bsiness1 Market Segmentation

% /e dene >.arket Segments? through research

% 6denties them for com'lete demogra'hics and 'hysiogra'hic

% (i*es a clear understanding of 'enetration o1ecti*es for a certainsegment

% #ur Call Center Customer -elationshi' .anagement @C-.Structure has 1een hel'ful in identifying the segmentation

% Such segmentation has allo)ed the Bank to steer its Brand'ositi*ely in the minds of its target market through in de'th

kno)ledge of their circumstances 6


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.oney

inance

4- and -D

4umanCa'ital

Branch + 7A5 $ /"B

Product Ser*ice

Customer

TheCaringBank

A Service Business@continued

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Bank Alfalah

% Brand 6mage is created in the mind of

consumers 1y

+ S'ecic ualities

+ Deli*ering 'romises

+ Slogans

+ The 1rand name

+ The logo

The most im'ortant e&ercise in de*elo'ing

the Brand 6mage of a 1ank is making anintangi1le 'roduct or ser*ice more tangi1le

$ and easier to dierentiate and

communicate

EBank Alfalah has created a so'histicated yet a''roacha1le imageF8

Brand Image

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@continued

% Bank Alfalah uses a >Penetration .arketing Strategy?

% 6t focuses on ordinary customer as )ell as on a niche clients

% #ur Brand Promise3 EThe Caring BankF3 has 1een fortied in theminds of customers through real 'ractices

% The e*olution of the 1rand has 1een occurred in sync )ith thee*olution of its clientele

% A 'ro'erly im'lemented 1rand strategy has 'ro*ided a clear andconsistent dierentiation in the com'etiti*e arena

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The (rid consists of Blue3 (old /hite colors and 'ro*ides acor'orate and so'histicated frame for Bank Alfalah?scommunication

2oyal Ble: Descri1es -oyalty3 Pros'erity

Mstard Gold: 6t marks 'rogress3Creati*ity6t also 'roects an ad*antageous and fa*ora1le

image

3hite3hite: The achromatic color of great lightness de'icts

stately uality and 'recision

The Logo / Grid

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8Alfalah signature is a gra'hic re'resentation of the Bank and the

core *alues for )hich it stands

26t is formed through a com1ination of the three most im'ortant*isual elements of the 1ank3 ie

8 the Bank Alfalah sym1ol32 the "nglish )ord$mark and= the Ara1ic )ord$mark

=The Ara1ic )ord$mark used a1o*e the "nglish de'icts the Ara1origin of the Bank?s 'arent com'any3 ie The A1u Dha1i (rou'

alah? literally translates to 4Progress5


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4The Caring Bank5

The follo)ing 'oints come to a customer?s mind )ith such a 1rand'romise,

% "asy a''roach to all de'artments

% eeling of self res'ect and security

% Acuaintance

% (uaranteed 'rot and fulllment of dreams

Brand Promise

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Trst

% Condence

% aith3

% -eliance3% Belief

% 4o'e

% Trust for s'onsors in*esting in our country

% Customers in*est their T-7ST in our Bank

% Trust of the .anagement in its em'loyees

The Caring Bank 6 7 Core Vales

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Commitment

% The act of 1inding yourself

@intellectually or emotionally to a

course of action

% Commitment 1y the Bank to ser*e our

customers

% Commitment of management for 'ro*idingcontinuous inno*ati*e 'roducts and

ser*ices

% Commitment of the "m'loyees to)ards

the organi!ation 14


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Commitment: 2ange o$ Prod.ts@continued

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2es)onsibility

A form of trust)orthinessG

The trait of 1eing ans)era1le to someone for something

% -es'onsi1ility of 1eing custodians of our customersnancial Assets

% -es'onsi1ility of contri1uting to our Country Community

CS-3 Philanthro'y S'orts 16


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Brand Clarity

% The essence of our )orking 'hiloso'hy is

ET# S"-H" -#. T4" 4"A-TE translated into our

Brand Promise ET4" CA-65( BA5IF

% #ur Brand *alues are

+ Trust3

+ Commitment

+ -es'onsi1ility

#ur *alues are to)ards our stake holders3 our customers3 em'loyees3

in*estors and the communities )e ser*e in

% These = Core Halues are also solid su1$1rand 'romise3 one that our1rand has succeeded in kee'ing

% #ur 1rand o1ecti*e is to enhance and 'ro*ide adeuate le*erage/e need to 1e .lear3 .onsistent3 integrated and $o.sed to)ards

our future 17


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2es)onsibility: CS2( S)orts and Philanthro)y

% 6ts has 1een a 'rimary concern of Bank

Alfalah to ensure continuous contri1ution to

the community de*elo'ment

% Bank Alfalah?s CS- entity is )ell recogni!ed

among the cor'orate and other sectors in Pakistan

% Bank Alfalah is committed to the reno*ation3 restoration and

'romotion of socially 1enecent goals and o1ecti*es

% The Bank has 'ro*en its loyalty to Pakistani nationals3 a loyalty)hich is returned through an eual amount of loyalty to the1rand

@continued

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8or the last 88 years3 Bank Alfalahhas s'onsored a range of s'ortsacti*ities for men3 )omen3 childrenand 'rofessionals

2These s'orts acti*ities includesCricketTennis.otor s'orts(olfPoloTraditional )resting3 athletics

= The Bank has 1een generously donating to non$'rot institutions)orking onim'ro*ing healthcare and education in Pakistan


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S)orts Im)erati*e and Branding

@continued

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S)orts Im)erati*e and Branding

@continued

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-oad .a' To)ards An "&celling Brand

2008

Consistency

2009

Integrate

Standardi!edCor'orate6dentity )ithguidelines onBrandcommunication

De*elo'ingguidelines forCritical TouchPoints of theBank

Centrali!e ProductDe*elo'ment Product Strategy

Standardi!ation ofBranches

Align strategicintent )ith *aluecenters

6ntroduce refreshedCor'orate 6D focused to)ards

the essence of ouridentity

2010

Enance

! "everage

"nhance the

Cor'orate Halue

Le*erage the-ight Customer"&'erience

2006#07

C$arity

Centrali!ed1randmarketing

Clarity onessence3*alues o1ecti*eson the1rand

6dentied*alidated

1randissues

So$i%ity

6dentied cleargoals

Sta1ilitythrougheuity

Product Ser*ice6nno*ation

1996#2006

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TransitionK

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200 + 80

th

Anni*ersary

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"m'hasis on Brand "&'erience

Impact

&ar'et (enetration

Sare o) *a$$et

Validation+ua$ity

Service

,a$ue

Promise Bran% I-age E-otiona$

connection

*it te .ran%

(erce/tua$ E/erientia$

sage


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#ur Strategy

% /e dened a Brand Personality )hich )e )anted others to'ercei*e a1out us + EThe Caring BankF

% This o*erall Brand Personality is 1ased on ECA-"F Thus the )holecommunication3 'roducts3 ser*ices and 1rand e&'erience re*ol*es

around this core 'erce'tion 4o)e*er the communication strategy3medium and manner may change from segment to segment

% 6nitiati*es )ere taken so that 'eo'le 'ercei*e )hat )e )ant themto 'ercei*e3 ie EThe Caring BankF This is almost like touching

their hearts and souls

% /e achie*ed such a feat 1y moulding our identity into theiridentity3 1y sho)ing them that )e are their o)n 1ank3 )e ha*e tothink like them and a''reciate )hat they do

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@continued

% /e relate care to all 1randing 'ractices )ith main areas of

concentration 1eing,

+ Branch Am1iance and Comfort

+ Products Ser*ices

+ Communication

+ 4- De*elo'ment Training+ Community De*elo'ment 4eritage

+ CS- S'orts

% These areas )ill 1e further em'hasi!ed in relation to the

main Brand 4o)e*er3 .arketing Communications )ill selectthe right acti*ity according to the target segment

% .arketing Communications as a carrier to achie*e'enetration3 all as'ects )ill 1e e&'lored to nali!e acom'lete and all encom'assing sym'hony of communication

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/ay or)ard

A 1rand strategy has 1een formed to migrate ad*ertising fromE)romotion .entri.F to Ebrand .entri.F

Ca'itali!e on Bank Alfalah?s customer 'erce'tion of a modern

and a 'rogressi*e 1ank "&'edite focus on technology 1ased con*enience + #TMs3

Phone Banking3 Bran.hless Banking3 Internet Bankingand "1Statements etc

Aggressi*ely 'ursue data1ase marketing to cross sell more'roducts to e&isting customers @across consumer 1ranch1anking

ocus on tele'hone )ait time and clarity and trans'arency ofcredit card statements )hilst im'ro*ing AT. u' time

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KKthe ourney ContinuesM

Thank Nou

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