Colonna 1

FUTURE BANK0.28

NLB0.25

KOPER BANK0.22

NOVA KBM0.15

ABANKA0.1

INTEGRATED MARKETING COMMUNICATION STRATEGY FOR FUTURE BANK

Piergiorgio FrattariWojskowa Akademia TechnicznaDepartment of CyberneticIntegrated Marketing Communication

FUTURE BANK IS ONE OF THE LARGEST BANK IN SLOVENIA AND ONE OF THE BIGGEST IN EU.WE ARE A FINANCIAL ISTITUTION THAT OFFER CONVENIENT MORTGAGE FOR YOUNG SLOVENIAN PEOPLE.

YOUNG SLOVENIAN PEOPLE LIKE TO LIVE WITH THEIR PARENTS. BECAUSE MEANS LIVE WITHOUT RISK

FOR TRADITIONS, EDUCATION, UPBRINGING AND INFRASTRUCTURE SLOVENIAN YOUNG DON'T HAVE MORTGAGE, BUT NOW THEY HAVE THE OPPORTUNITY TO CHANGE THEIR LIFE!

WHEN YOUNG PEOPLE THINK ABOUT THE MORTGAGE, THEY GET SCARED FROM:

BUREAUCRACY

INTEREST

THE MYTH THAT WE ARE USURER

PAY RATE FOR THE REST OF THEIR LIFE

Most young people live with their parents,more than three quarters.One of the reasons for the small number of young families is the housing problem, since only a fifth of 25- to 29-year-olds who live with their spouses or partners live in own dwellings.

There is an high percentage of young adults that living with their parents (62%), and this percentage is very high compared the EU media which is 44,5%.

Crisis and typical Slovenian tradition icreases this phenomenon

They are without dreams, responsability and they don't know what they are capable to do!

In 2011, THE share of young Slovenians (aged 18-34) that lived with their parents was notably higher than the EU average; this pattern was more often found among young males than youn females

IT'S TIME TO CHANGE!

YOUTH NEED MOTIVATION

They can't live with their parents for ever

They need to think big, don't have limited aspiration

Live with indipendence

Realise their potential

Simply start to live their own life!

WE WILL CARE OF OUR CUSTOMER, WE OFFER THIS OCCASION FINALLY FOR LEAVE FROM THEIR PARENT HOUSE AND LIVE THEIR LIFE FULLY! NOW THEY CAN HAVE THEIR OWN HOUSE.

WE CREATE THE NEW FUTURE

What does CONSUMER want from MORTGAGE?

They don't want lost freedom, habits and safety

They don't want to pay an high amount of rate and interest

They want a mortgage that can suits their needs

But primarily they wan't lose their being FREE

WE CREATE FLEXIBLE MORTGAGE ONLY FOR YOUNG PEOPLE, BUT FIRSTLY WE WANT TO CHANGE THEIR MENTALITY

THEY NEED TO THINK ABOUT FUTUREIF THEY SEE THEIRSELF WITH THEIR OWN HOUSE AND OWN FAMILY, BUT THEY DON'T HAVE MONEY FUTURE BANK HAVE THE RIGHT OFFER

THE OTHERS

THE OTHERS

WE PUT ON THE MARKET THIS FLEXIBLE MORTGAGE THAT OUR COMPETITORS (THE OTHERS) DON'T HAVE

POTENTIAL CUSTOMER HAVE A LOT OF QUESTION AND DOUBTS!

-HOW DOES IT WORK?-WHAT ARE THE DIFFERENCE BETWEEN THE OTHER BANK?-IS IT A SWINDLE?.

The mortgage is created only for young slovenian people between 25-34 years old, and suits their needs

This offer represent the opportunity to obtain a simple and cheap mortgage

If they still live with parents we have a SPECIAL OFFER

OPPORTUNITY TO CHANGE THEIR LIFE!

THEY CAN HAVE THEIR OWN HOUSE, THEIR OWN FAMILY AND LIVE FINALLY FULLY THEIR LIFE!

THEY DON'T REMEMBER THAT THEY HAVE A MORTGAGE WITH US, BECAUSE THEY WILL BE A FREE MEN

BENEFITS:

DIFFERENCES FROM THE OTHERS:

CUSTOMER CAN HAVE:

FINANCING FOR THE HOME

LITTLE DECREASING RATE TO PAY, PROPORTIONAL TO FINANCE

FREE CURRENT ACCOUNT

PEACE OF MIND

FLEXIBILITY

WE OFFER CHEAP AND VERY CONVENIENT MORTGAGE:- 20 YEARS OF MORTGAGE- 9% OF INTEREST TO PAY OVERALL - HIGH PROBABILITY TO OBTAIN A LOAN - POSSIBILITY OF DELAYING PAYEMENT IF YOU ARE IN A DIFFICULT SITUATION

How does the consumer perceive the product?They perceive the product as an excellent chance, but they don't want leave from the parents house

Seems impossible to their obtain a mortgage

They can think that is a swindle

We are FUTURE BANK, we have care about our Costumer, the important thing is that young people really want to change!

WHEN THEY SEE OUR MORTGAGE, THEIR THOUGHT WILL BE:

Is the best offer on the market that suits me

I have the opportunity to change my life

I can live the life of my dream

Finally change lifestyle

Really is what I need for improve my life

THEY NEED ONLY THE RIGHT MOTIVATION TO CONVINCE THEIRSELF THAT IS REALLY WHAT THEY NEED AND WHAT THEY HAVE ALWAYS DREAMED

We are the FIRST Bank in Slovenia, with 270,000 costumer across the nation

We are in the Slovenian market since 1960

For sure one of their parents or they, have an account in our bank

TOP 5 BANK IN SLOVENIA

1) FUTURE BANK 2) NOVA LJUBLJANSKA BANKA (NLB) 3) KOPER BANK4) NOVA KBM 5) ABANKA

THEY KNOW THAT WE HAVE THE BEST OFFER ON THE MARKET, BUT THEY AREN'T PERSUADE BY OUR MORTGAGE

THIS KIND OF OFFER FITS PERFECTLY AT THEIR LIFESTYLE

IT'S THEIR CHANCE TO CHANGE

OUR COMPETITORS ARE IMPLEMENTING AN ATTACK STRATEGY AGAINST US; TRYING TO COPY OUR BENEFITS

The competition energize us, and we provide the best offer in Europe

CONSUMERCOMPETITORS COMMUNICATE THAT THEY HAVE AN EXCELLENT MORTGAGE ON THE MARKET, AND TRY TO ATTRACT YOUNG CUSTOMERS

One of the largest national player but lacks the best service/capabilities

Top-tier middle market bank with well-regarded capabilities

Serves lower end of middle market

Effective national sales force

TIME OF FUN IS FINISHTIME OF LIVE START

CONSUMER LOOK COMPETITORS ALWAYS WITH DISTRUST AND SUSPICIONWHEN WE TALK ABOUT MORTGAGE

THEY WANT ONLY TRAVELLING, SPORTING, DRINKING, FUN; BE FREE

ANY BANK MEANS RESPONSIBLITY AND OBLIGATIONS

THEY ARE UNDECIDED IN CHOSE A BANK

COMPETITION IS VERY STRONG, BUT WE HAVE THE RIGHT STRATEGY TO COMPETE AND WIN;WE WANT TO ATTACK NLB BANK AND KOPER BANK FOR STRENGTHEN OUR MARKET SHARE

When it is time for change then it is the time for change and that time is now.

YOUNG SLOVENIAN:

WANT COMFORT

WANT FUN

DON'T HAVE RESPONSIBILITY

LIKE TO LIVE WITH PARENTS

THIS MEANS REALLY LIVE MY LIFE?

WE WANT GIVE OUR CUSTOMERS THE OPPORTUNITY FOR...

HAVE THEIR OWN HOUSE WITH THEIR OWN FAMILY

BUT PARTICULARLY THE POSSIBILITY TO EXPRESS THEIRSELF

ADAPTABILITY

THE FEATURE OF OUR MORTGAGE IS:

Future Bank Mortgage fits perfectly at their lifestyle and their needs then any other mortgage offered by the others banks

WHY CUSTOMERS SHOULD BELIEVE IN OUR PROMISE?

WE ARE THE FIRST BANK IN SLOVENIA

WE HAVE THE BEST OFFER THROUGHOUT EUROPE

WE WANT TO SOLVE THEIR PROBLEMS AND FULFILL THEIR NEEDS WITH OUR ADAPTABLE MORTGAGE

OUR CLIENTS HAVE ALWAYS BEEN SATISFIED BY OUR SERVICES

THEY CAN CHECK IN OUR FORUM WITH OVER 90,000 POSITIVE REVIEWS FROM OUR CLIENTS

http://www.futurebank.sl/forumclients

THE PERSONALITY OF OUR BRAND:

When you think about Future Bank, the first thingh that come into your mind is Mortgage for young

MORTGAGE FOR YOUNG

MEANS

SIMPLY THE ADAPTABILITY OF OUR MORTGAGE TO THEIR NEEDS AND LIFESTYLE

What main point do the customers want take away from the communication?

OUR PURPOSE IS THAT THEY CHANGE THEIR ATTITUDES AND COME IN OUR BANK ASKING INFORMATION!

TO MOST EFFECTIVELY REACH THE CONSUMER WITH A BELIEVABLE AND PERSUASIVE MESSAGE, CONTACT POINTS MUST BE CONSIDERED

Contact point are really important, because is the method a customer uses to communicate with a company.

OUR CONTACT POINTS ARE:

WEBSITE

www.futurebank.sl

TV ADVERTISEMENT

PUT ON FACEBOOK

FOLLOW US ON TWITTER

&

FLICKR

YOUTUBE

FACEBOOK

INSTAGRAM

GOOGLE +

TWITTER

SIX DIFFERENT SOCIAL NETWORK

DOWNLOAD THE APP FUTURE BANK FROM THE APP STORE OR GOOGLE PLAY STORE

THE APP INCLUDE INFORMATION ABOUT FUTURE BANK, OUR OPENING HOURS, OUR NEWS, OUR OFFER, POSSIBILITY TO CHECK YOUR BANK ACCOUNT, NOTIFICATION AND A SERVICE CHAT AVAILABLE 24H FOR ALL YOUR QUESTION

APP

CONSUMER CAN COME IN OURS BANKS FOR ASK INFORMATION. OUR STAFF WILL BE PLEASED TO SHOW AND EXPLAIN OUR OFFER. WE CAN ALSO MAKE A SIMULATION OF MORTGAGE

FINANCIAL ASSISTANCE

A kiosk in the major squares and major exhibitions in Slovenia with interactive computer, equipped with a touch-screen, that offers customers several service options including product information, ability to make a purchase, and review of a customers account.

KIOSK

Customers seeking to make purchases or have a problem solved may find it more convenient to do so through phone contact. Future Bank have a dedicated call center handles all incoming customer inquiries.

CALL CENTER

WE WILL ACHIEVED OUR TARGETS WHEN WE WILL CHANGE HABITS OF YOUNG SLOVENIAN AND WHEN THE PERCENTAGES OF YOUNG PEOPLE WITH MORTGAGE REACH THE 25%

What research should be conducted in the future in order to build a more perfect strategy?

How the consumer reacted at this kind of offer?

Have they bought the promise of the product?

Are they buying the product?

Are they satisfied?

THE OPINION OF CUSTOMER IS IMPORTANT, WE CAN EVALUATE AND IMPROVE OUR SERVICES AND FURTHER REFINE THE STRATEGY

IF COMMUNICATION IS SUCCESFUL, ONE YEARS FROM NOW THE CONSUMER WILL PERCEIVE THE PRODUCT AS THE MORE FLEXIBLE COMPARED TO THE COMPETITION

This is our strategy:From now the youth can have the possibility to have an adaptable mortgage, without losing their freedom!

YEARS OF PEOPLE WITH A MORTGAGE IN FUTURE BANK

MORTGAGE

24-330.18

34-550.63

55-700.19