Report
hish90
internship_program_hisham_ismail.pptxInternship program (Marketing-JRO)
Summary
NCBC structure
Marketing Team
Orientation (Who I Met)
Task’s & Project’s I Managed
Marketing Functions
Research
Segmentation & Targeting
Positioning
Marketing Mix
Implantation
Control
Recommendations For Improvement
Feedback
About NCBC
NCBC Organizational Chart
Corporate
Savings
In my view corporate saving is a different line of business since it is generating revenue.
3
Marketing Team
Tariq Makhtoom
Abbas Al-Wazir
Jerry Todd
Mohammad B. Gazzaz
Bashir Ibrahim
Antonio Ong
Garry Morallo
Hisham Ismail
About NCBC Continued..
5
Securities
Investment banking
Asset management
Capital market (capital increase in stock market, IPO, private placement, rights)
Mergers and acquisitions
Financial advisory
Trading for (Stocks & Sukuk)
Trading through multiple electronic channels (AlAhli Tadawul, AlAhli Mobile)
Tele-trading (IVR)
Corporate Saving
Branch Sales (Wealth Managers)
Margin Trading
Personal Finance
Mutual Fund Management
Discussion Portfolio Management (DPM)
International Mutual Fund Management
Fixed income (Sukuk)
Asset Allocations
Sells investment products and alternatives
Table of Orientation
| Internal | External |
| Mohammed Halal (AML, Compliance) | Fawaz (E-Design) |
| Rami Jari (Compliance) | Khalid Majzoub (Memac Ogilvy) |
| Sabba Radwan (Corporate Savings) | Zakaria (E-Design) |
| Tariq Abdulgadir (Online Trading) | |
| Lina Bakawdah (Audit) | |
| Iyad Ghulam (Research) | |
| Hadeel Asad (Client Complaint) | |
| Sara Basheer (Client Care) | |
| Mohammed Saggaf (Asset Management) | |
| Abdullah Bathabit (Finance) | |
| Osama Alharthi (Business Development) | |
| Nawaf |
the objective is to have an overview NCBC, meeting these people are either I worked with them directly in projected or tasks the rest is to create and build long term relationships and understand how different departments function within NCBC.
6
Tasks & Projects
| Tariq Makhtoom | SEDCO REIT Meeting (PR with Ogilvy) PR Strategy |
| Research Brand Health Tracker NCB Capital positioning Competitive analysis Market share analysis | Al Ahli Fund Of REIT’s Fund Brief Concept Marketing Plan CPS |
| Social Media Creating a new strategy for twitter | Petrochemical Fund Brief Concept |
| Social Media Infographics (Content & Design For Twitter/ LinkedIn) Mutual Fund infographics Subscription Channels’ infographics General Topics infographics Government Decrees | Vison 2030 Fund Brief Concept |
| Social Media Captions (Twitter/ LinkedIn) Mutual Fund Subscription Channels’ General Topics Government Decrees | General REIT Video (Editing) Headline Voice Over |
Tasks & Projects Continued..
| Abbas Al-Wazeer |
| New Website (Content/ Review) All funds in English Check and review all content in English Review the consistency of the website design |
| Corporate Saving Content Of Video Folder |
Research
Definition: The process of gathering and analyzing information and data about the certain case related to the Market Environment
Marketing Environment is all about the key factors that impact the company’s business
The key objective is to understand our position in the market vs competition, also to understand our strengths and weaknesses and identifying opportunities and threats.
Other benefits of research is to the motive of “why” people purchase our products and services.
9
Research Continued..
Types Of Research:
Qualitative and Quantitative
Primary secondary
Research Process:
Research Brief (NCBC)
Research Proposal (Agency)
Questionnaire/ discussion guide (NCBC & Agency)
Field work (Agency)
Qualitative groups are made up of two modules mini focus groups and full focus groups
Quantitative research is made-up of numbers, statistic's, charts, and data
10
Segmentation &Targeting
Definition: Grouping people who have similar wants and needs/ demographic and psychographic traits.
Client Segmentation
AlAhli Funds OF REITS
Mutual Funds (Affluent and Mass)
Asset Management:
Private Banking (Above 5M)
Affluent (Above 300k)
Mass (Below 300k)
Institutions
Securities:
Ultra Heavy Traders (More than 10m value trade a year)
Active Traders (1-10m value trade a year)
Traders (Less than 1m value trade a year)
Inactive Traders (No activities)
IPO Clients
11
Positioning & Branding
Positioning Definition: The process of implanting the unique selling proposition in the customers mind. (Why I should buy from you)
Branding Definition: The process of building a unique identity and image about our products and services in the customer’s mind.
Positioning
Branding
Identity
Image
Loyalty
Promises
RTP
Perception
Accusation
“BRAND EQUITY”
Awareness
12
Positioning & Branding Continued..
| Brand Name | |
| Brand Purpose | The best in enriching clients with financial advisory that guides them for better investment decision making. |
| Promise | Rich Vision |
| RTB’s (Reason To Believe) | Intelligent Full-house investment solutions Dedicated professional Wealth Managers with great understanding of individual needs. Provide deeper insights powered by broad expertise. Transparency World class investment standards and cutting edge innovation |
| Emotional Benefits | Safe hands and prosperity |
| Brand Character | Confident, Trustworthy, Wise |
| Slogan | Investing With Confidence |
| Target | Asset Management &Securities |
| Values | Putting clients first Collaborating with each other Taking ownership Being knowledgeable Focusing on outcomes |
Marketing Mix
Implementation
Control (KPI)
Recommendations for improvement
Areas of improvement
Recommended solution
Very negative rating (-3.4) in personal relationships with Wealth Manager.
Frequent contacts with clients.
Develop certain materials for our top performing funds and send it personally to clients.
NCB Capital is rated very low (-4.4) in terms of having the right investment for each client, unlike Rajhi and Riyad (1.6, 2.8) respectively.
People prefer to use a single service provider to meet all their financial needs.
Encourage customers to invest, and offer more customized investment options tailored for different needs. Eg. age, future palns etc
Try to grow the customer base by offering attractive propositions in order to let investors switch to NCB.
Areas of improvement
Recommended solution
Staff is not well equipped and knowledgeable about market trends; rated (-2.7).
Not many people are educated about investment banking, education can increase people’s willingness to use it.
NCB Capital doesn’t offer good promotions that entice people to use this bank /company.
Offer more promotions like discounts on trading commissions.
Design educational program about Investment Banking. Women, and respondents in Riyadh, Jeddah are interested to know more.
Provide employees with regular workshops and educational programs about the market to be able to communicate more to clients.
Feedback
On-job training
(Apply what I learned in the university)
Communication skills
(project management)
Environment
