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Barclays Pakistan Marketing Strategy

The document outlines a marketing and communication plan to counter competition tactics suggesting Barclays is closing operations or leaving Pakistan. The plan aims to sustain client confidence by countering negative messaging and positioning strategic changes as opportunities. Key targets are multinational corporations, large local companies, and high-net-worth individuals. The strategy involves positioning Barclays' new direction positively through media interviews and articles supporting the bank. Potential reactions and strategic media-based responses are identified. The digital expansion part details social media, websites, and videos to engage customers on Barclays' history, global operations, and community work.

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kiran
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37 views12 pages

Barclays Pakistan Marketing Strategy

The document outlines a marketing and communication plan to counter competition tactics suggesting Barclays is closing operations or leaving Pakistan. The plan aims to sustain client confidence by countering negative messaging and positioning strategic changes as opportunities. Key targets are multinational corporations, large local companies, and high-net-worth individuals. The strategy involves positioning Barclays' new direction positively through media interviews and articles supporting the bank. Potential reactions and strategic media-based responses are identified. The digital expansion part details social media, websites, and videos to engage customers on Barclays' history, global operations, and community work.

Uploaded by

kiran
Copyright
© All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PDF, TXT or read online on Scribd

Marketing And

Communication Plan
CONTENTS
• The Brief

• Objectives

• Analysis
o Key Strategic Changes

o Target Audience

• Strategy

• Probable Scenarios
• Reactions

• Strategic Responses

• Media Deployment
THE BRIEF

Create a customer and corporate client


communication and engagement plan to
counter competition tactics that we are
closing our business or leaving Pakistan

Focus of the plan is towards MNC's


and Large Local Corporate (LLC's)
for corporate business and High
Net Worth (HNW) for Retail
business
Objectives

Counter negative messaging


and competition tactics

Sustain and strengthen clients


confidence in Barclays Bank
Key Strategic Challenges
Barclays is shutting 50% of its operations in Pakistan
(Closing 7 branches)

Extremely sensitive situation resulting in severe criticism


for laying off employees

Speculated Rumors that the bank is leaving Pakistan


can result in heavy business losses
Target Audience
Pakistan’s
Corporate Sector

MNCs LLCs HNW

Large Small Large Small Large Small


Strategy

• Position the NEW STRATEGY


of Barclays as a sign of
positive change which
will create exciting new
possibilities for its current
and prospective clientele
Probable Scenarios And Their Strategic Response
Types of Reactions Strategic Response Media Deployment

Talk Shows
Severe Criticism from the Interviews of Barclays
press and Media Officials
Newspapers

Blogs
Barclays Officials
appearances on Media
Newspapers
Negative Speculated Rumors in the
Messaging Local Market
Newspapers
Articles by Journalist
supporting Barclays
Business Magazines

Talk Shows
Counter Negative messaging Interviews of Barclays
by competition Officials
Newspapers
Digital Expansion
Corporate Website [Link]/Barclays Pakistan
Poster/Banner acknowledging customer Keeping customers informed about latest
for trusting Barclays and sharing the developments and giving them a platform
bank’s new strategy with them to interact with the bank

Financial Portal Blogs


Highlighting bank's achievements in
Articles by Barclays Employees on
Pakistan & keeping customers updated
corporate and news websites. Media and
with latest news of international &
press releases.
national financial markets

Barclays YouTube Channel Webinars


Online video interviews of Top
Corporate videos showcasing strengths of
Management on selected social media
the bank and relation with its community
platforms.
Counter Narrative

• 300 years of history and expertise in banking

• Global presence in Europe, Americas, Africa & Asia

• International Operation in over 50 countries

• Diversified portfolio of services

• More than 3 years of presence in Pakistan

• Serving Pakistanis with Passion and Devotion

• Multiple community welfare projects

• Collaboration with local NGOs


WHO WILL WE TALK TO?

Barclays
Customers

Financial
Institutions Media
& Bodies

Barclays

Enterprises Employees

Corporate
Giants
THANK YOU

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