STP
MARKET SEGMENTATION
PRODUCT CASH LOAN
(Msybe this is METRO MANILA AREA)
PERSONAL (tuition
ADDITIONAL fees, home
MEDIDAL
NEEDS / BENEFITS WORKING CAPITAL improvements, I.T.,
PURPOSES
(target) wedding and repairs
of vehicle)
SIZE H (+) H (+) M (-)
GROWTH H (+) H (+) H (+)
COMPETITION H (-) H (-) L (+)
SATURATION M (+) M (+) L (+)
INCOME BRACKET: AT LEAST 200K/MG
ASST SIZE: 100M & BELOW
AGE OF BUSINESS: AT LEAST 2 YEARS
USAGE: FOR PUBLIC TRANSPORT
POSITIONING: SIMPLE & FAST SERVICE/MADALING KAUSAP/FLEXIBLE
DISTRIBUTION: 1) AGENTS, DEALERS
2) ASSOCIATION OF TRANSPORT
MMA 3) FLEET OWNERS
4) OPERATORS
PRODUCT: TYPE: BUSINESS LOAN BUNDLED INSURANCE minimum
TERM: MAX 36 MOS. INSTALLMENT INSURANCE cash outlay
Promotion
-------------------
RATE: 18% P.A. (negotiable) PERSONALIZED SERVICE
COLLATERAL: BUS *1 week release (with complete reqmt’s)
Direct marketing REM FLEXIBLE PAYMENT SCHEME
------------------- OTHER ACCEPTABLE COLLATERAL
MABUHAY MINDANAO
SEGMENTATIONS
CASH LOAN - AUTO
ADDITIONAL
NEEDS-CASH/ HOUSE/AUTO
CAPITAL CONSUMER
PURPOSE REPAIR
SIZE HIGH LOW MEDIUM
GROWTH HIGH MEDIUM LOW
COMPETITION MEDIUM HIGH HIGH
SATURATION MEDIUM HIGH HIGH
SEGMENATION ADDITIONAL CAPITAL
MARKETS TRUCKING BUSINESS/TRUCKERS
SIZE HIGH HIGH LOW
VOLUME # OF LOW HIGH MEDIUM
ACCOUNTS
SATURATION LOW MEDIUM MEDIUM
PLACE/AREA URVAN & RURAL URBAN & RURAL URBAN
COMPETITORS MEDIUM HIGH MEDIUM
POTENTIAL HIGH MEDIUM HIGH
GROWTH
TARGET: TRUCKING BUSINESS/TRUCKERS QUALIFIED CUSTOMER’S
1. Years in operation 1. Not less than 2 years
2. Income 2. 50 K and above
3. Urgency 3. Immediately need
4. Average loan size 4. 300 K
TARGET: ADDITIONAL CAPITAL CLIENT WITH EXISTING BUSINESS
POSITIONING: VALUE PREPOSITION “A COMPANY THAT VALUED HARDWORK” AND MALASAKIT
TO YOUR BUSINESS
DIFFERENTIATION: PERSONALIZED SERVICE, ACCESSBILE / WE
HAVE BRANCH NETWORK NATIONWIDE, WE HAVE SECURITY
PACKAGE BOTH ON OUR BORROWERS & COLLATERALS, NO. 1
NON-BANK AFFILIATED FINANCE CO.
DEVELOPING A MARKETING MIX FOR TARGET SERMENT:
4P’s - Product strategy: 1 day approval of loan, 3 days release of check upon
completion of loan documents
Price strategy: with reduce rates to 1.5% per month
Place/distribution
Strategy: develop acquaintances on companies that needs cargo
Truck
(DOLEPhil., STANFILCO, SUMIFRM, LAPANDAY,
TUNA INDUSTRIES & SUGAR CANE INDUSTRIES)
Private truckers association & private individuals
Promotion: with security package both on borrowers & collaterals
(insurance package)
Tapping our existing agent to push our products.
SEGMENTATIONS
SOLID NORTH
MARKET : AGRI-BUSINESS (CORN/PALAY)
SMALL ENTREP TRADER/ WHOLE-
BENEFITS HAULERS RETAILER SUPPLIER
FARMERS FARMERS MIDDLEMAN SALER
SIZE Large (+) L (+) L (+) M M L (+) L (+)
GROWTH High (+) H (+) H (+) M M H (+) H (+)
COMPETITION Large (-) L (-) L (-) S (+) S (+) L (-) L (-)
SATURATION High (-) H (-) H (-) M M H (-) H (-)
INCOME Low (-) H (+) H (+) H (+) H (+) M H (+)
TARGET ; HAULERS
INC. BRACKET: 100 K / month
AGE OF BUSINESS: More than 3 years
LOANABLE: Up to 1M
COLLATERAL: Truck / REM
TERM: Up to 36 mos.
RATE: Flexible rate
POSITIONING STATEMENT: To the haulers, “kwarta ko, Igulong mo”
MARKET : PEOPLE WHO NEED IMMEDIATE CASH/CASH LOAN
BISDAK
BUSINESS PERSONAL CONSTRUCTION /
NEEDS/BENEFITS PLACEMENT FEE
NEEDS RENOVATION (HOUSE)
SIZE LARGE (+) L (+) M (-) M (-)
GROWTH HIGH (+) M (-) LOW (-) M (-)
COMPETITION HIGH (-) H (-) H (-) H (-)
SATURATION MEDIUM (+) M (+) LOW (+) M (+)
BUSINESS SEGMENATION FISHING TRANSPORT AGRIBUSINESS
SIZE MEDIUM (-) LARGE (+) MEDIUM (-)
GROWTH HIGH (+) HIGH (+) HIGH (+)
COMPETITION HIGH (-) HIGH (-) HIGH (-)
SATURATION MEDIUM (+) MEDIUM (+) MEDIUM (+)
TARGET - SIZE OF BLK. (SINGLE WITH OTHER SURCE INC.)
MARKET - VEHICLE OWNERS/ TRANSPORT SECTOR
INCOME CLASS - BC
OCCUPATION - EMPLOYMENT / BUSINESS
POSITION / USP - OFFERS FINANCIAL ASSISTANCE TO TRANSPORTATION
SECTOR THRU SIMPLE, AND FAST SERVICE
PRODUCT STRATEGY
TYPE : CAASH LOAN WITH COLLATERAL
COLLATERAL: AUTOMOTIVE
OTHER ACCEPTABLE COLLATERAL
TERM : MAXIMUM OF 3 YEARS (36 MONTHS)
PRICE STRATEGY
- FLEXIBLE / AFFORDABLE INTEREST RATE
DISTRIBUTION : TRANSPORT ASSOCIATION
AGENTS / AUTO DEALERS
PROMOTION : TARPAULIN / FLYERS
FAST RELEASE OF REFERRAL INCENTIVE