IMC Program for BII Syariah Platinum Access

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Purnawan, Agung and Muharsyah, Budi and Sudanika, Deni and Insa, Tharsikin and Soeriaaatmadja, Tubagus Hanafi and Yudaningrum, Sri (2004) IMC Program for BII Syariah Platinum Access. Project Report. Sekolah Tinggi Manajemen IPMI, Jakarta Selatan. (Unpublished)

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BII Syariah Platinum Access (BSPA) is the product of BlI Syariah, a newly established SBU of Bank International Indonesia (BII) based on Syariah Principle. The target market is highly income customers who demand high service quality of Banking services and are interested in Syariah principle. BSPA banking products and services conform to the Sharia principles for upper-middle-class prime customers. The business strategies of BSPA are (1) benefiting from fast development of Syariah Banking in Indonesia (2) Optimizing and utilizing Indonesian potential market through Syariah Platinum Access services (3) Gaining the competition through diversification of products and innovative services (4) Increasing the customer base and fee based income (5) Empowering Syariah Banking as the current and future alternative investment. In this Group Field Project, we suggest BSPA to apply an Integrated Marketing Communication (IMC). The objectives of this IMC are to (1) improve the capability of BSPA in grabbing New Customers and Competitor's Customers, (2) Help BSPA in improving its marketing communication capability through the IMC analysis model. The application of IMC for BSPA is important since (1) it exploits First Mover Advantage in Platinum products under Syariah banking. (2) a fragmented media has caused high marketing communication costs, (3) differentiation of products is diminishing. (4) customers are overloaded with information and tend to eliminate the 'garbage', (5) customers have more, better and faster access to information than ever, (6) it gives a chance for greater cost efficiency. Clarity and Consistency of messages to the customers (effective communication) and minimizes the cost of marketing communication arc benefits that will be gained by BSPA in applying IMC.

Item Type: Monograph (Project Report)
Subjects: H Social Sciences > H Social Sciences (General)
H Social Sciences > HD Industries. Land use. Labor
Divisions: Library > GFP (Group Field Project)
Depositing User: Putri Lumithasari
Date Deposited: 16 Jan 2020 08:47
Last Modified: 16 Jan 2020 08:47

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