Savings Mobilization Expansion

Expanding Microsavings Market Expansion Training September 2011

Long Term View: Deposits increase with growth in depositor income over time ,[object Object],[object Object]

Marketing Perspective: Wide deposit base expands business opportunities for the bank ,[object Object],[object Object],[object Object]

Financial Impact: For a bank whose deposits fall short of loan portfolio, more deposits translates to more income Shortfall funded with Bills Payable at 9% Savings Account only pays 1% Potential savings

The target market will determine the selection of product attributes ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Choosing the market for deposit products is necessary steps to create products Households Enterprises Children Employees Utility companies Fishermen Farmers Out-of-town Workers Teachers

An effective deposit product matches the needs of target market ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Savings Booster Example: Raffle Promotion to Mobilize Savings ,[object Object],[object Object]

Result 1 for Bank A: Deposit increased with the raffle promotion ,[object Object],[object Object],[object Object],Notes: (1) Voluntary deposits refer to deposits excluding contractual deposits. (2) Voluntary deposits presented here refer to average of monthly balances.

Result 2 for Bank A: Promotion accelerated deposit accumulation during and after the promotion period Notes: (1) Voluntary deposits refer to deposits excluding contractual deposits. (2) Growth rate is based on average of monthly year-on-year growth rates for the period. ,[object Object],[object Object]

Result 3 for Bank A: Promotion increased average balance over the long run ,[object Object],[object Object],Notes: (1) Voluntary deposit refers to all deposits excluding contractual savings. (2) Growth rate is based on average of monthly year-on-year growth rates for the period.

Result 1 for Bank B: Deposits grew rapidly during promotion period 161 163 169 188 Notes: Deposits refer to all voluntary deposits only. Growth rate is based on average of monthly year-on-year growth rates for the study duration. 205 ,[object Object],[object Object]

Result 2 for Bank B: Raffle Promotion reversed the declining number of deposits trend Notes: (1) Deposits refer to voluntary deposits only. (2) Growth rate is based on average of monthly year-on-year growth rates for the study duration. ,[object Object],[object Object]

Result 3 for Bank B: Depositors boost their account balances since promotion Notes: (1) Deposits refer to voluntary deposits only. (2) Growth rate is based on average of monthly year-on-year growth rates for the study duration. ,[object Object],[object Object]

Savings Booster Product: Savings Account for Young Depositors ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Microsavings Booster: Public concert with celebrities ,[object Object],[object Object],[object Object],[object Object]

Summary ,[object Object],[object Object],[object Object]

Savings Mobilization Expansion

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Savings Mobilization Expansion