#TITLE_ALTERNATIVE#

• Main Author: OCKTAVIANI WULANDARI (NIM 29105012), RINNY
• Format: Theses
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/9095
• Institution: Institut Teknologi Bandung

The year of 2007 recognized as a profitable year for banking industry in Indonesia. The improvement of macro economy condition has caused Bank Indonesia, the central bank of Indonesia, down grade the BI Rate. Thus, banking institutions were allowed to gain more profit as they gradually cut down their interest rate. In the mean time, it also created a battle field for banks who aimed to gain inexpensive third party fund. The contest of marketing programs was unavoidable. Local programs were tailored as a complement to national programs to gain local third party fund. Bank NISP is one of those banks that have desentralize the authority of creating and launching local programs to their regional offices. <br /> <br /> <br /> <br /> <br /> <br /> <br /> Nevertheless, there was no guidance for various programs that were launched by Bank XYZ Regional 1 during 2007 that could lead to the increase of company profit. Many concepts and ideas on gaining third party fund that emerged were immediately translated into numerous marketing programs that were launched without proper feasibility study. <br /> <br /> <br /> <br /> <br /> <br /> <br /> Due to the profit objective for 2008, the creation of marketing programs needs to be enhanced so that marketing programs that will be launched in 2008 can be an effective contributor to the increase of regional profit. A small group discussion held by Liabilities department of Bank XYZ Regional 1 results a guidance for improving 2008 marketing programs. <br /> <br /> <br /> <br /> <br /> <br /> <br /> At the first phase, concepts and ideas shall be assessed and prioritized based on marketing effectiveness, whether it is a low priority, medium priority or high priority. The marketing effectiveness area is quantitized by the value of ROMI (based on sales forecast) and readiness of the program itself. The evaluation of 2007 programs will be used as a benchmark on calculating ROMI classification for 2008. Result of 2007 evaluation will become the input of 2008 marketing programs. <br /> <br /> <br /> <br /> <br /> <br /> <br /> The small group discussion yielded a procedure for creating marketing programs based on ROMI. The level of success for every proposed marketing program can be measured by implementing ROMI calculation. Therefore, it can be used by the management as a consideration to gain maximum profit. The decision to go or not go for a proposed marketing program should not only consider internal factor but also external factor. As an example, competition with other investment products such as Reksadana. Product bundling is an alternative solution to this situation.