Introducing “Cheque-In” Presented by Marketing Team Harmeet Singh Preeti Chaudhary Mehtab Singh
Jan 05, 2016
Introducing“Cheque-In”
Presented by Marketing Team Harmeet SinghPreeti ChaudharyMehtab Singh
04/20/23
Agenda
Service Overview How to Use Terms of Use Positioning Target Market Price Place Promotion Budget Financial Objectives Call to Action
Service Overview
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Why Use Cheque-In
Make your Banking more smarter and convenient
4 Million cheques are written each day in Canada
33% of Canadians visit a branch to deposit a cheque
How to Cheque-In
http://blogs.edmontonjournal.com/2013/06/17/ing-direct-lets-you-deposit-cheques-from-your-smartphone-or-tablet/
Terms Of Use For Mobile Remote Deposit
The service
Agency
Hardware & Software
Cheque Criteria
Geographic limitation
Destruction of paper cheque
Duplicate deposits
Limits
Alterations
Representations
Indemnifications
Further obligations
Cancellations
Consent
Positioning
First mover advantage Differentiation
Price
Perceived Value to customersSimple and convenientTime SavingNo waiting in queue
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TARGET MARKET
• Existing Account Holders.
• Smart Phone Users
• Region.
• Income.
• Gender.
• Age.
Price
Download Cheque-In App FREE
No Monthly fee for all customers
We can do this because we eliminate costs by having no branches
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Place
Canada wide however with a focus on major cities Accessibility. Availability (24*7). Affordability
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Promotion
Prime Time TV Slot – English and French Radio Out of home Newspaper ING Direct website Social Media – Facebook and Twitter Fan page
Budget
Advertising Type Description Cost1 Time Creative Production Cost & Placement Fee
$320,000 + 800,000 ( 200,000 * 4 Months) = $1,120,000
1 Time Creative Production Cost & Placement Fee
$20,000 + $ 175,000 = $195,000 (Toatl Circulation = 24,92,100)
Out Of Home( Street Level & Mall Poster) Creation Cost + Placement Cost $180,000 + $52,000 = $232,000(4
weeks rate for both)
ING DIRECT "Cheque-IN"
Advertising Cost
Prime Time Tv Spot( Canadian Specialist Tv Station)
Total Cost $1,765,000
ING DIRECT Website Labour Cost $48,000(Social Media Specialist Salary)
Social Media ( Facebook, Twitter) Labour Cost Inclusive In Above Cost
Radio Mid Level Radio Presence$20,000(creative cost) + $150,000(1
Month cost) = $170,000
Newspaper
Financial Objectives
Total Customer base – 2 Million
500000 customers to use this service in next 12 month
75000 new aqusiitions in next 12 months
Increases Annual Profit Increased customer retention Increased referrals
Summary (CALL TO ACTION)
Easy and convenient banking experience for our customers Service at no cost Collaborating in the face of change
CHEQUE-IN. BELIEVE IT.
Thank You