MARKETING OF CASHFLOW MANAGER SERVICE (CERITAUANG) IN DIGITAL BANKING INDUSTRY: CASE STUDY OF BANK POWER

• Main Author: Jihan Assiry, Syarifah
• Format: Theses
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/62253
• Institution: Institut Teknologi Bandung

In keeping up with the competition with the fintechs and conventional banking, Smart as a digital banking decided to follow the wave of innovation by launching new services that re-invent the way people do banking, by launching not only banking product but also supporting features like cashflow manager. In introducing Cashflow manager service to our users, there are several things that the company need to consider: target market, features requirement, brand positioning and launching methods. The target market for the features not only determined by demographic, geographic, and psychographic groups but more into behavioural group based on their habit and motives in managing the money. Those are the people who already have the intention to manage their money, whether they’re accustomed to the practice of managing their finance or just having the thoughts of having a better financial management. Basic features requirement that these target needs varies from one another but mainly focus on expense tracking and financial overview: these two sub-features are determined to be the MVP for the first release. Prioritization of features to be adapted in our first release are much needed and determined based on customer preference and internal resources whilst also benchmarking on the best practice in the market. The way we determined the position of our features are compared to the existing competitor both direct (digital banking and conventional banking) and indirect (digital wallet and standalone Cashflow manager applications), where we compare our MVP features and extract our competitive edge and differentiation on the market. CeritaUang (the name of the Cashflow manager app) will be positioned as the financial diary that help user organize their money easily. We’re going to launch the feature in different channels: own asset, paid asset and earned asset by breaking the barrier to entry in each different target market using different stimulus and use cases that is relevant to their pain point.