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A sample marketing plan for a chosen product: Metrohome
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1
10 STEP Marketing Plan for
Mary Kristine P. AndradeFebruary 2010
PTM and positioning
1. PTM: Client-base, branches2. NWD: Low, flexible rates with a
trusted partner3. Competitors: Other banks,
including savings banks4. Loyal client base5. Real estate boom, deposit base
Marketing Mix & Strategy
6. Product: MetroHome funding7. Competitive pricing at 1-year
fixing of: 8. Fixed and flexible rates 9. Branch-banking maximized 10. Uses wide branch network plus
developer tie-ups
4
Positioning to the Primary Target Market
1. Focus on existing client-base Demographics (Clients: mostly Urban-
dwellers, single and employed, young parent and employed, self-employed/ entrepreneur; good credit history)
Lifestyle (active, on-the-go but also savings conscious; family-oriented and prioritizes value for money)
Behavior (mature, plans ahead; settling down)
Need for shelter and security
I am complete when I have a secure future
and a safe home (for myself or my family)
My home should be a measure
of my success
2. My PTM’s NWE
CLIENTS:Primary need for SHELTER and SECURITY
SECURITY in terms of safety and also financial protection (return on investments)
Type of HOME as a measure for SUCCESS in chosen career or professionWhere and what type of home is chosen
Provide protection for my family or secure a safe heaven where one can grow old or build a future nest—Long-term investment
3a. Metrohome and competition
Direct: Commercial and savings banks with Housing Loans
Indirect: Real estate developers selling on their own, government institutions (Pag-IBIG)
Variables: Price (interest rates), relationships (banks with developers, clients with banks), flexibility of terms
3b. MetroHome and competition: peers’ advantage
Tie-ups with large, active developers: Ayala Land and SM Corp. Large captured market Bigger client base, even outside bank
branch network MBTC tie-up with Federal Land: not
as aggressive
4. MBTC’s loyal client base: FOCUS ON RELATIONSHIPS
RELATIONSHIP-building is most important Tried and tested service with other
product offerings Priority service: preferential rates and
personalized service Build-up on depositor base
5. Rough estimates
0
50000
100000
150000
200000
250000
2008 2007
Total Outstanding Real Estate Loans
as of 2008
MBTC
BPI
BDO
Others
5. Rough estimates
0%
10%
20%
30%
Growth rates of Total Outstanding
Real Estate Loans as of 2008
MBTC
BPI
BDO
Others
5. Rough estimates
24%
26%
28%
30%
Growth rates of Housing Loans
(accdg. to Annual Reports 2008)
MBTC
BPI
BDO
5. Rough estimatesMarket Share: Total Outstanding RE Loans (2008)
16,728
73,502
58,163
201,268
MBTC BPI BDO Others
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The Marketing Mix Strategy
6. Home Loan products in focus
6b. MetroHome: Product Description
Flexible terms depending on purposePurpose Term (in years)
Purchase of lot 10
Purchase of house and lot 25
Purchase of residential townhouse 25
Purchase of condominium 25
Purchase of lot and house construction 25
House construction on lot owned 25
Renovation/expansion 25
Refinancing/ Take-out 15
Reimbursement 25
Personal investment 10
Waived application fee Loan repayment modes:
Post-dated checks Auto-debit arrangement
Maximum loanable amount: up to 70% of appraised value
Minimum loanable amount: Metro Manila: Php 500,000 Countryside: Php 300,000
6b. MetroHome: Product Description
Eligibility guidelines: Must be a Filipino citizen At least 21 years old at time of loan application Not more than 65 years old upon loan maturity (Employee) Permanent with current employer
for the past 2 years (Self-employed) In profitable operation for last 3
years Of good credit standing
6b. MetroHome: Product Description
7.MetroHome: Interest rates
Interest rates: as of February 16, 2010
Fixed for: Interest rates
1 year 9.25%
2-3 years 9.50%
4 years 9.75%
5 years 10%
6-10 years 10.50%
7. Interest rates of home loans
0.00%
2.00%
4.00%
6.00%
8.00%
10.00%
12.00%
1yr 2yrs 3yrs 4yrs 5 yrs 6-10yrs
MBTC
BPI
BDO
PSBank
Chinabank
8a. MetroHome PROMOMetrobank High Life, High Five Promo
INQUIRER.netFirst Posted 13:15:00 05/14/2008
Filed Under: Lifestyle & Leisure, Lifestyle (House & Home)
Lifestyle prize bundles up for grabs with Metrobank High Life, High Five PromoENJOY THE HIGH LIFE and fill your home with brand new appliances, furniture, and electronic gadgets with the latest promo from Metrobank. The METROHOME HIGH LIFE, HIGH FIVE promotion gives home loan borrowers a chance at getting lifestyle prize
bundles!This promotion is open to borrowers whose application for a MetroHome loan is accepted from May 2 to July 31, 2008 and approved for at least P 1,000,000 for a minimum term of five (5) years. Only borrowers whose approved MetroHome loans are
booked or availed of no later than September 30, 2008 are eligible for a chance to win any of the exciting lifestyle prize bundles - the Gadget Bundle, the Techno-Savvy Bundle, the Fine Furniture Bundle, the Complete Kitchen Bundle, and the Family Entertainment Bundle. Every P 200,000 of total booked or availed loan entitles the borrower to one raffle entry. The higher the loan amount, the
bigger the chances of winning.The Gadget Bundle includes an Apple iPOD Touch and Canon digital camera. The Techno-Savvy Bundle comes with a Sony VAIO
laptop, an Olympus underwater camera, and an Apple iPOD Nano. The Fine Furniture Bundle is a furniture showcase from Abea. The Complete Kitchen Bundle consists of a Whirlpool refrigerator, an Electrolux washing machine, a La Germania cooking range, a Sharp microwave oven, a Black & Decker bread toaster, a Krups espresso maker, and a Moulinex food processor. The Family Entertainment Bundles is made up of a Nintendo WII, a Philips 42” LCD TV, and a Philips Home Theater System. The raffle draw is slated on October
6, 2008.Metrohome is the housing loan package of Metrobank, the country’s leading bank. It is one of the easiest and most affordable
housing loan packages in the market today. Whether it's for the purchase of a lot, a house and lot, a townhouse or condominium, a house construction or renovation or home loan refinancing, Metrohome has the right package for you.
Metrohome loans offer competitive interest rates. Terms are flexible - up to 25 years for a purchase of house and lot or townhouse. Enjoy high loan amounts out of the property's appraised value. And loan repayment is worry-free through the issuance of post-dated checks or automatic debit arrangement. For convenience, a MetroHome borrower can also make loan payments through any of the
Bank’s over 500 branches.For more details on the METROHOME HIGH LIFE, HIGH FIVE promo, please visit your nearest Metrobank branch or call 898-8515, 857-
5976, and 857-9786. You may also visit www.metrobank.com.ph
8a. MetroHome PROMO
Aggressive tie-ups Exclusives: will developers be willing
to have exclusive tie-ups? IF NOT: find more developer-partners
Heighten visibility Branches Developer sites Web ads/ banners
8a. MetroHome PROMO
Enhance SALES training of branch personnel While Branch Managers are tasked to do
marketing: Train all personnel to push MetroHome product HR and Marketing units to develop training
program Corporate Communications to develop marketing
and sales kit IT to develop web-based presentation materials
for easier access
8a. MetroHome PROMO
Advertise promos MORE For example: 2008 High Life, High
Five promo Barely “google-able” New or potential clients would not even
know Choose MBTC over other banks if promo
was know
8b. BDO promo
Get a Rajo Laurel Designer Collection with your Home Loan *Plus a 0.5% discount on prevailing interest rates for the 1st year of your home loan when you apply from February 15 - March 15, 2010. Terms and conditions apply.
Promo Mechanics 1. BDO Home Loan applications received from February 15 to May 15, 2010, which are subsequently approved, and availed no later than June 30, 2010 shall qualify for the promo. (Standard approval, application process and policies, terms and conditions of BDO apply.)
2. The promo is open for the following home loan purposes: •Purchase of a house and lot •Purchase of a townhouse •Purchase of a residential lot with house construction •Purchase of a condominium unit •Construction of a house •Refinancing of an existing home loan •Reimbursement of a home loan acquisition cost •Equity Loan
3. Qualified BDO Home Loan clients shall receive for free the item that corresponds to their availed loan amount.
8b. BDO promo
4. If the Rajo Laurel Designer Collection for Uratex corresponding to the client's loan amount is unavailable, the Bank will provide an item with the same brand and closest specifications with the same value, with prior approval of DTI. Their respective Account Officer will notify client if they qualify.
5. Delivery of the Rajo Laurel Designer Collection for Uratex is free to the address specified in their Home Loan application. In the event of one (1) unsuccessful delivery, redelivery cost shall be charged to the BDO Home Loan client.
6. BDO shall provide the qualified client with delivery procedures for the orderly and efficient delivery of the Rajo Laurel Designer Collection for Uratex.
7. The specified Rajo Laurel Designer Collection for Uratex is non-transferable, non-convertible to cash nor can be exchanged for other promo items. The promo item cannot be availed in conjunction with the waiver of the handling fee.
8. Items shall be covered by respective manufacturer's warranty. Extension of warranty shall be for the account of client.
9. Employees of BDO and subsidiaries are not qualified for the promo.
10. These terms and conditions are subjected to any relevant law, government direction and regulation. The promotion will be void where prohibited or restricted by law.
11. In case of dispute, the decision of BDO, with the concurrence of DTI, shall be deemed final.
8b. BDO promo
LOAN AMOUNT RAJO LAUREL DESIGNER COLLECTION FOR URATEX*
Up to P 5,999,999 Scatola Convertible Ottoman by Rajo Laurel (63.50 cm)
P 6,000,000 – P 9,999,999
Scatola Convertible Ottoman by Rajo Laurel (91.44 cm)
P 10,000,000 and up Trapunto Mattress by Rajo Laurel (15.24 x 91.44 x 190.50 cm)
8b. PSBank rebate promo
Prime Rebate allows advance or excess Home loan payments to earn rebates. This will effectively shorten the loan term, give clients a discount on your total loan amount, or even both.* The rebate is automatically applied to all new and existing term loans. The client does not need to register or enroll to get the rebate.* Rebates earned from advance/excess payments are computed on a daily basis – including weekends and holidays, starting on the date the payment is posted, and credited every due date.
How does the PSBank Prime Rebate work?Make an Advance PaymentFor example, when you pay five (5) days before your loan’s monthly due date, you will actually earn a rebate on a daily basis from the day your payment was posted to the day before your loan’s due date.Make an Excess PaymentIf you pay in excess of the amount required on your due date, you will earn a rebate on a daily basis from the date of posting up to the day before the next due date.
8b. WHY MBTC promo COULD work
Better visibility Developer partnerships: push for MBTC
vs. other banks Showcase offered by MBTC more
practical Building relationships with partners and
clients: develop loyalty Product knowledge key to gaining clients
9. MetroHome uses MBTC branch network
562 branches, as of December 2009 307 in MM and 255 provincial branches
Head Office in Makati Payment scheme: auto-debit or PDCs Partnerships with various developers
10. What is the generic winning strategy?
Which of the 4 strategies are being used? (bold and underline to most dominant strategy) Low Cost Producer Supply and Distribution Leverage Differentiation Niche
10. Distribution leverage
Use branch network Already set-up Knowledge of existing and potential
market Use existing profile of clients
Determine eligibility Determine credit history Determine personal preferences
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SUMMARY
PTM and positioning
1. PTM: Client-base, branches2. NWD: Low, flexible rates with a
trusted partner3. Competitors: Other banks,
including savings banks4. Loyal client base5. Real estate boom, deposit base
Marketing Mix & Strategy
6. Product: MetroHome funding7. Competitive pricing at 1-year
fixing of: 8. Fixed and flexible rates 9. Branch-banking maximized 10. Uses wide branch network plus
developer tie-ups
37
10 STEP Marketing Plan for
Mary Kristine P. AndradeFebruary 2010
