Majority is not specific to individual consumers. ATL

Majority of our age has been passed by balancing career and our family.
But after a certain age we all need to spent time only for ourselves and for
the security of the days after us. With our guide our family, our children grow
up and we become too old to bear that responsibility. So, then we need to enjoy
some last moment of our life without stress.

To enjoy this anticipated moment, Miracle Bank brings you Seniors’
Savings Account – a deposit account with never-ending benefits.

Package Name: YOLO- You Only Live Once

Package tagline:

Eligibility:

Any Bangladeshi Citizen aged 55 years or above

Interest
Rate:

Daily End Balance

Interest Rate

25 Thousand – Below 1 Lac

2.20%

1 Lac – Below 5 Lac

2.70%

5 Lac – Below 10 Lac

3.20%

10 Lac – Below 25 Lac

3.15%

25 Lac & Above

3.15%

 

 

 

 

 

Features:

·        
Life
Insurance Coverage.

·        
Discount
at various hospitals & diagnostic centers around the country.

·        
Interest on every day’s balance and
payment at the end of the month.

0.50% higher interest than that of usual SB Account.
Free Debit Card.
25% reduced charge for all
banking services.
Money withdrawal facility from
any VISA signed ATM booth around you 24 hours a day.
Free online facilities across
the branches.
Balance query through SMS.
Education Loan facility for
higher studies for your offspring/ grandchildren complying bank’s terms
& conditions.
Privilege for doing Internship
for your offspring/ grandchildren in the Bank.
Gift for the best saver.
Priority service.

·        
First
cheque book free.

·        
Free
passport endorsement.

·        
50%
discount on locker charge for the first year.

 

Area to cover:

We will start this package to all the 176 Braches, over 500
ATMs and 448 SME Units offices of Miracle Bank across the country. It will
cover almost all the senior citizen over the country and attract them to take
our scheme.

 

Marketing Strategy (ATL or BTL):

Above The Line (ATL) advertising is where mass media is used
to promote brands and reach out to the target consumers. These include
conventional media as we know it, television and radio advertising, print as
well as internet. This is communication that is targeted to a wider spread of
audience, and is not specific to individual consumers. ATL advertising tries to
reach out to the mass as consumer audience.

Below the line (BTL) advertising is more one to one, and
involves the distribution of pamphlets, handbills, stickers, promotions,
brochures placed at point of sale, on the roads through banners and placards. For
certain markets, like rural markets where the reach of mass media like print or
television is limited, BTL marketing with direct consumer outreach programmes
do make the most sense.

But as Miracle Bank is launching their Senior citizen
package across the country they are targeting a wide range of customer above
aged 55. So only pamphlets, handbills, stickers, brochures is not enough to
cover around the country. That’s why, Miracle Bank decides to promote their
package through ATL. Because persons above 55 years old watch TV for news,
prefer to read newspapers also. So If we advertise this new scheme over
television, radio, newspaper it would be more convenient to capture the target
customers all over the country. And if we think about the expenses, delivering
pamphlets, brochure will cost much more and won’t give us the desired result.
Because in reality, no one read responsively and carefully what is written in
those handbills, brochures and pamphlets.

Psychographic Traits:

Segmentation will allow you to better develop and market
your products because there will be a more precise match between the product
and each segment’s needs and wants.

Social status: Based on social status citizens may claim
different services and benefits. For this we divided them into 3 different part
and they are Lower class, medium and upper class. The lower class people who
always want protection after their retirement, so for them we have Life
Insurance coverage. Also we are providing Education loan and internship for
their offspring or grandchildren. The middle class people will have health
service at different hospitals and diagnosis center, reduced charge in all
banking activities. For upper class we have travel benefits like free passport
endorsement, international credit card facility etc.

Day-today activities: Based on their day-to-day activities
we have 0.50% higher interest than that of usual SB Account, Free online
facilities across the branches, Interest on every day’s balance and payment at
the end of the month etc.

Interests and opinions: For their interest and opinion we
have Gift for the best saver, Priority service, 50% discount on locker charge
for the first year etc.

 

 

 

 

 

 

 

 

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