July 15, 2013
Table of Contents
I. CORPORATE PROFILE
II. MARKETING OVERVIEW
a. Overview of Sterling Bank of Asia
b. Competitive Climate
III. MARKETING OBJECTIVES
a. Focused Product Mix
b. Distribution Presence/Placement/Reach
c. Promotion, e.g. Advertising Recall
IV. STRATEGIC MARKETING DIRECTIONS
V. MARKETING PROGRAMS
VI. MONTHLY SALES FORECAST
a. Volume Sales Forecast to Specific Product Focus
b. Sales Revenue Projections
VII. PROMOTION PLAN (MEDIA AND SALES PROMOTION)
VIII. MANPOWER PLAN
IX. BUDGET SUMMARY / APPENDICES
I. Corporate Profile
Sterling Bank of Asia is a new savings bank established in February, 2007 in response to the government's mandate to create specialized financial institutions that would support the development and growth of the small and medium enterprise sector. Sterling Bank of Asia is principally owned by the JTKC Group of Companies, Surewell Equities, and Star Equities. JTKC Group of Companies and Star Equities are involved in a wide range of industries, ranging from logistics to finance, real estate, manufacturing, hotel and resort properties. Some of these companies include I-Remit Inc., TKC Steel Corp., Discovery Leisure Company (Discovery Suites, Discovery Country Suites-Tagaytay and Discovery Shores-Boracay), The Mansion Group (Amorsolo Mansion, Gilarmi Apartments, Mabini Mansion, Boulevard Mansion), JTKC Land, Discovery Primea, and Kent Vinyl Tiles. Surewell Equities, on the other hand, is a holding company engaged in various interests, among which are, Confed Properties, Inc., I-Remit Inc., Flexi-Woods, Inc., Banwood Construction Center and Six Alps Corp. Sterling Bank's value proposition is to offer world-class and professional level of service by creating a strong sales culture and customer orientation. In all its business lines, Sterling Bank aims to customize solutions and execute these with the highest service levels. Given the intense competition in the industry and the growing demands of customers, Sterling Bank envisions itself to be the preferred bank of professionals, entrepreneurs, OFWs, and corporations for ultimate banking experience, by providing them with integrated and innovative products at the best value and efficient service. Sterling Bank offers a unique brand of service to its customers - "professional banking with a heart" - as depicted by the Bank's heart-shaped logo. It is thus a financial institution that one can trust with genuine concern for its customers. As Sterling Bank ventures on an extensive expansion program in Metro Manila and key provincial cities, it will embark on developing innovative products that offer optimum yield and convenience for its market. Vision, Mission and Core Values
Sterling Bank of Asia, the Bank with a Heart, is the new standard for future generations of bankers, driven by integrity and a deliberate will for excellence - a legacy!
We are committed to exceed customer service expectations. We will actively identify and innovatively respond to their evolving needs.
We are propelled by competent and team-oriented professionals in a respectful, caring and nurturing environment where everyone can maximize his potential.
We will be responsible stewards of the resources entrusted to us, and we will share the resulting benefits with society.
Our Core Values
We will manifest the Sterling Bank of Asia Philosophy through consistently demonstrating and living the following core values:
The commitment to continuously challenge ourselves to exceed the expectations of our customers by having the genuine concern and interest in their needs and circumstances and serving them with a deep sense of responsibility.
The dedication to treat all people with respect, fairness and compassion while continually pursuing the highest levels of knowledge, skills...
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