Union bank

Growing the Union Bank brand by nourishing its roots.

4. Strengths & Weaknesses

1. Meet UB

2. Problem

3. Competition

5. Current consumer

6. Culture

7. Prospective consumer

8. Opportunity

9. New positioning

10. Strategic suggestions

TABLE OF CONTENTS

Heritage

MEET UB

DNA

Environment

Goal

150 year old establishment with $86 billion of assets.

It’s about U, the customer.

Living amongst banking giants.

Highlight major strengths

Who is Union Bank?

How can UB grow without compromising its integrity?

PROBLEM

The competitive landscape is a forest of trees.Each tree is tall and skinny – lacking integrity due to rapid growth.They all look very similar and have different, often sparse offerings.

COMPETITIVE LANDSCAPE

Union Bank stands out amongst the other trees.It is a local, wise and old tree with a strong trunk that's full of character.

This tree invites people around to join its presence and seek refuge underneath it’s familiar canopy.

COMPETITIVE LANDSCAPE

COMPETITIVE LANDSCAPE

Large Branches – High Reach

Investment Banking – High RiskMajority

Large Branches – High Reach

Customer Service – High SatisfactionUnion Bank Objective

Small Branches – Low Risk

Customer Service – High SatisfactionMinority

COMPETITIVE LANDSCAPE

Competitive Landscape

DIRECT & INDIRECT COMPETITORS

BoA is so large that it makes its customers feel small.

Wells Fargo comes off as an irritation rather than helpful.

Citibank avoids personal human interaction.

DIRECT & INDIRECT COMPETITORS

Bank of America:Bank Of America has made the largest community development goal everestablished by an American financial institution – 1.5 trillion over 10 years.BOA’s $750 billion goal for community development lending andinvestment creates results at the local and state levels across their coast-to-coast market. This initiative focuses on four distinct categories:affordable housing; small business; consumer loans; and economicdevelopment.

Wells Fargo:Since 1852, Wells Fargo has been committed to diversity — and that commitment continues today. From the Gold Rush to theearly 20th Century, Wells Fargo earned a reputation of trust by dealing rapidly and responsibly with people’s money and goods,offering both banking and express delivery.

Citi Bank:Citibank offers a wide range of checking, savings, CD and retirement products; everything come with many free services includingonline banking, convenient account access, and 24/7 support. Citibank Online lets you take care of business without visiting abranch; you can pay bills, view account activity, make transfers, send wires, and use a wide variety of self-service options.

The "Mattress":“Returning an individual to the banking system often involves financial education and setting boundaries.” [G.Ramirez, senior vicepresident at Union Bank]There are about 28 million people without a checking or savings account in the US.The ‘unbanked’ are represented by people with two or even three jobs, and new immigrants; however, in the last couple of years,working middle class and professional people like police officers, nurses, and firefighters, merged into this group.This category usually had a checking account that got overdrawn, since they couldn’t pay back the fees, they had to skip out,finishing on the Chex Systems, which is the credit bureau for bank accounts that are overdrawn.

STRENGTHS & WEAKNESSES

Weaknesses

Misconception of small banks in current economy–people don’t know what banks to trust

Poor digital experience

Thin digital presence

Technical failures – ATM and Card malfunctions

STRENGTHS & WEAKNESSES

Strengths

Open 7 day a week

Foundation for community development

Local and personal banking experience

Received 7 Greenwich Excellence Awards inmiddle market and small business banking

CURRENT CUSTOMER

From the brand to the customer

Who is benefiting from these services?

CURRENT CUSTOMER

Who is the current UB customer?

The bank represents the link to their son’s funds

Needs:24/7 access

Safety

Aspirations:Enjoy the empty nest

Provide financial security

Mrs. & Mr. Thompson

CURRENT CUSTOMER

“I have an account with Chase bank that is with my son’s so thatwe can wire money back and forth or transfer funds whenever needed

because I live in the Midwest and he lives on the West Coast.”

Name: JudyPlace: Detroit, MIOccupation: Mother [2 children]

Six major cultural influences

CULTURE

What is affecting customers’ decisions and behaviors?

To understand the context is to be relevant

CULTURE

From ME to WE Generation Economic crisis Emerging behaviors

Doing Good Big banks = intimidating + unstable Mobile is on first come first serve

Relevant to who?

PROSPECTIVE CUSTOMER

Who’s riding the culture wave?

PROSPECTIVE CUSTOMER

Prospective UB Customers

The bank represents the tool to give back and connect with the community

Needs:24/7 accessSafety

Aspirations:Easy, efficient banking

Convenience

Help towards financial independence

Community involvement

Travis

“I’ve been a Bank of America member since I was 15 years oldbut I am planning on changing;

they don’t really do anything for me, they’re just too big.”

“Large banks like Wells Fargo and Bank of America have gotten too bigfor their own good and they forget about the individual.”

Name: AndyPlace: San Francisco, CAOccupation: Small business owner

PROSPECTIVE CUSTOMER

PROSPECTIVE CUSTOMER

What we want Travis to see

Chooses his brands and become advocate.

Vocal customer provide feedback through conversation.

Engages with his online identity.

Influential in peers’ and parents’ life create wider reach.

Living in a transitional phase.

We give back to the community by doing things well and good.

We understand and listen to our customers.

We provide our services where the customers are, online and offline.

We want to help our customers entering financial independence.

No matter how big we grow, we’ll never forget about individuals.

TRAVIS’ EMOTIONAL/LIFESTYLE TRAITS UNION BANK PROMISES

OPPORTUNITY

“Instead of growing more branches, UB needs to nourish its roots.”

OPPORTUNITY

People are scared and don’t rely on trees that may fall

By focusing on its roots

Union Bank can grow preserving its integrity

and providing a superior customer experience.

Nourishing UB roots

OPPORTUNITY

Online Banking:Poor online experience throughout the banking industry

Offer online and mobile banking workshop in order to educate customers and stand out amongst the rest

Banks are cold:Banks are often described as quiet, sterile, and cold

Creating a welcoming, human atmosphere for a better customer and working experience

Corporation vs. Cooperation:Fees and extra charges seem to be banks’ favorite source of profit and customers’ favorite source of frustration

Creating and owning a merciful banking mindset

NEW POSITIONING

Better banking begins with U.

STRATEGIC SUGGESTIONS

Online/mobile banking education

Fee-free ATMs | Fee-free bank

Local involvement

One-way vs. conversation

More educated customer = better bank

Relevant to customer’s needs

Maximize access

Meet customer’s wants

Strengthen relationship and mutual trust

Do Good

Tool for customer to satisfy wants and give back

Creates sense of engagement and fuel conversation

If Union Bank nourishes its roots by following the strategy proposed,they will out grow and out last the rest of the trees.

THANKS!Olia Kedik Noah Simon Paris Daniell Apo Bordin

[email protected] [email protected] [email protected]@yahoo.com