IMPROVEMENT PROGRAM RECOMANDATION: CASE STUDY OF TABUNGAN BANK FGH

• Main Author: MAHARANI PERMADI (NIM 29106049), PUTRI
• Format: Theses
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/12512
• Institution: Institut Teknologi Bandung

BANK FGH named in 5 biggest banks in Indonesia with total assets of 85 billion rupiah as stated in financial report of 2007. Nowadays BANK FGH facing quite significant decrement of Number of Account (NOA). Savings product offered by competitor offers relatively close features, such as: interest rate, e-banking and service quality. In this situation, brand has an important impact.<p>Recently BANK FGH launched FGH product, a saving product which gives free monthly fee and cash back 5% program. This product categorized as pioneer product, but consumer awareness of this product is still low, even though this product has more feature than competitor products. In order to measure consumer awareness about Danamon Lebih brand, therefore has to be conduct an analysis about FGH brand equity in Bandung and the result will be a guidance to make improvement and development of Danamon Lebih in near future.<p>As the result of focus group discussion and quantitative research conducted, acknowledge that FGH brand awareness from the perspective of potential user and existing user is very low. Factors caused this perception are lack of communication in technology usage, missed targeting, lack of promotion, Danamon brand image trap, low service quality and lack of convenience in banking hall. These factors drive weak brand awareness about BANK FGH products.<p>Solutions offered for the problems above are to do retargeting Tabungan Danamon Lebih. New target of Tabungan FGH are non interest sensitive, change of logo design, technology facilities educated. Promotion activities will be concentrated in above the line and below the line. Besides, to increase customer convenience Danamon must make improvement and standardizing infrastructure in branch interior and building especially in service.