PROPOSED MARKETING STRATEGY FOR BCA’S DIGITAL BANK

• Main Author: Arrahman Yupi, Arif
• Format: Theses
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/57634
• Institution: Institut Teknologi Bandung

There are several factors that cause the conventional bank transform or expand to the digital bank market. In 2020, 100% of 113 million unbanked Indonesian have access to the internet from their mobile phone. The rise of fintech with their young brand image and cutting-edge services urges the conventional bank migration to digital bank. BCA has not had a product for the segment of young and digitally savvy customers. The market and technology development allow BCA to provide more efficient financial services while acquiring more customers digitally through Bank BCA Digital. The objective of this study is to propose the right marketing strategy for BCA’s digital bank, which consists of Segmentation, Targeting, Positioning, and Marketing Mix. To find the marketing strategy, the author used quantitative & qualitative methods, by conducting questionnaire online, secondary data gathering through online reports, and benchmarking product features of the existing digital bank. The result of the research revealed that BCA has the competitive advantage to enter the digital bank industry. The segmentation is varied by geography, demography, and behavior. Having set the segmentations, the author decided the target market for BCA’s digital bank are Gen Y and Z who live in Indonesia, from Middle and Upper classes. They are those who like transaction, saving, and invest with online banking and fintech enthusiasts. The author also suggested the positioning themselves as innovative bank. The product will consist of basic features and innovative features. It will not cost customer any money to get the product. The place, promotion, and process will be online and offline. The people will be highly trained for customer focus and the physical evidence will be a mobile based application.