COMMERCIAL BANK OF ETHIOPIA

Templates to Summarize Revised Marketing

Plan at Banking Service/Branch level.

JHEEDIN BRANCH
PREPARED BY; Baharu Abebe, CSM

JULY, 2023
 Revised Marketing Plan Template

1. Internal Assessment
Table 1.1 Deposit Products as at june30,2023

Total
Product Number
Category Ownership Total Amount
Type of
Account
Private and
6700 70597517.30
Ordinary saving ind.
Cooperatives
Private and
2278 45379132.31
Women saving ind.
Cooperatives
Private and
Youth saving 433 1484615.59
ind.
Private and
Teen Youth Saving 120 472653.41
ind.
Private and
Muday Bank 98 734308.85
ind.
Private and
Saving Educational Saving 113 152421.16
ind.
Accounts Private and
UPSNP Saving
ind
Pension Saving Private and
/PSSSA ind
Private and
Army Saving
ind
New and other Private and
385 2,383,073.02
product ind
Private and
Tatari Saving
ind
Condominium /
Housing deposit Private and
(10/90, 20/80 & ind.
40/60)
Saving Account Total
10127 121,203,721.60

Fixed Time Deposit

Private and 18,307,692.09
190
ind.
Ordinary Current Cooperatives
Account
Demand Public
Deposit Government
Account Private and
Special Demand ind.
Deposit Account
Cooperatives

Total Demand Deposit 190 18,307,692.09

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Interest Free Banking Service

Private and ind. 9717 218,791,409.9
Ordinary saving
Cooperatives

Women saving Private and ind. 6754 127,071,306.70

Wadiah/ Youth saving Private and ind. 35 445,080.23
Safekeeping
Teen Youth saving Private and ind. 8 2567.97
Educational Saving Private and ind. 5 34400
Labbaik saving 186 2,133.876.28
Muday Saving Private and ind. 58 1,143.187.6

Private and ind. 178 6,831,444.64

Ordinary saving
Cooperatives

Women saving Private and ind. 7 4,356,302

Youth saving Private and ind. 2 100,150

Mudaraba Teen youth saving Private and ind.

Educational Saving Private and ind.

Muday Saving Private and ind.

Term Deposit Private and ind.

Private and ind. 62 6,307,394.25

Qard
Cooperatives

Total Interest Free Banking Deposit Products 17012 367,217,119.60

Grand Total 27139 506,728,533.30

Table 1.2 Private Deposit Concentrations and Account Analysis as at june30,2023

Number of
Deposit Ratio (in %)
Accounts
Deposit
Deposit % Age Share % Age % Age Share
S.N Concentratio
Type No. of from Tot Pvt Share from from tot
n Range Deposit Amount
Accounts Saving Tot Pvt Number of
Deposit Deposit Accounts
Above 100 Mill - - - - -
50 Mil - 99.99
-
Mill
Private 25 Mil - 49.99
1 -
Saving Mill
5 Mil - 24.99
-
Mill
1 Mil - 4.99 Mill 24,205,335 14

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100,000 -
61,837,148.24 238
999,999.99
10,000 - 99,
30,924,360.30 929
999.99
1,000 –
5,430,857,.27 1416
9,999.99
100 - 999.99 783,687.76 2807
25 - 99.99 154,269.95 2903
0.01 - 24.99 16,767.49 1621

0 Balance 0 1

Total Private Saving 121,203,721.6

10127
Deposit 0
Number of
Deposit Ratio (in %)
Accounts
Deposit
Deposit % Age Share % Age % Age Share
Concentratio
Type No. of from Pvt Share from from tot
n Range Deposit Amount
Accounts Demand Tot Pvt Number of
Deposit Deposit Accounts
Above 100 Mill -
50 Mil - 99.99
-
Mill
25 Mil - 49.99
-
Mill
5 Mil - 24.99
-
Mill
2 1 Mil - 4.99 Mill 11,481,858.72 5
Private
Deman 100,000 - 3,742.586.12
12
d 999,999.99
10,000 - 99,
729,053.03 20
999.99
1,000 -
171,533.68 55
9,999.99
500 - 999.99 24,108.32 31
0.01 – 499.99 9,847.25 74
0 Balance
Total Private Demand
Deposit
18,307,692.09 190
Total Private Deposit

Table 1.3 Private IFB Deposit Concentrations and Account Analysis as at june30,2023___________

Number of
Deposit Ratio (in %)
Accounts
Deposit Deposit % Age % Age
S.N % Age
Type Concentration Range Share from Share
No. of Share from
Deposit Amount Tot Pvt from Tot
Accounts tot Number
Saving Pvt
of Accounts
Deposit Deposit
Above 100 Mill
50 Mil - 99.99 Mill
Private
1 IFB 25 Mil - 49.99 Mill
Deposit
5 Mil - 24.99 Mill
1 Mil - 4.99 Mill 18,612,904.13 3

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100,000 - 999,999.99 98,093.682.27 55

10,000 - 99, 999.99 190,817,122 672
1,000 – 9,999.99 52,387.110.85 1418
100 - 999.99 5,971.975.74 1629
25 - 99.99 1,015,323.55 4503
0.01 - 24.99 292,094.84 5804

0 Balance 0 7

Total IFB Deposit 367,217,119.60 17,012

Table 1.4DistrictPremium and Business Customers information

No of Employees
CBE Deposit Exposure
(if any)
List Business / Contact
Premium The Sum of The Sum of
Annual Address
Customers credits to Debits from
Sector / Industry
within each
Sales Net Annual (Name,
customer’s customer’s
Turnover Account Male Female Total Telepho
Industry / a/c a/c
Balance ne..,)
Sector (July 01- (July 01-
June 30) June 30)

1 -
Agriculture 2
N
1 -
Manufacturing 2
N

IROLE
GENERAL
1 CONSTRRU 1297466 M
CTION
COMPANY
Construction

ABDI
KAYDSANE 3623764
2 M
FARAH

1
Transport 2
N
Hotel 1 Zm hotel M

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642607.2

2
N
1
Tourism 2
N

ABDIKERIM
KELILE
Domestic 4227002
1 KAHIN M
Trade

KERIMA
(Whole Sale / MEHAMED 3930150
2 F
Retail SIRAJ

ABDULAHI
MOHAMED 5338001
3 AHMED M

LEYLA
QALINLE 6278824
4 KAHIN F

PLAZA
SUPER
1938038
5 MARKET M
COMPANY

Others 1
(Mention 2
them) N
Total

Note:-Please consider top Demand and top Saving Depositors depending on the context
of the branch.

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Table 1.5DistrictBorrower customers’ information

Main Customers and

CBE Credit Exposure and Account
Suppliers of the
Balance
Companies Contact
List of Borrowers Annual Number of Address
Sector / Industry by Industry / Sales Number of (Name,
Total Annual Main
Sector Turnover Types of Main Telepho
Amount of Net Suppliers
loan Customers ne..,)
loan Account (from
Advanced (to whom
Advanced Balance whom they
they sale)
buy)
1 -NA
Agriculture 2
N
1 -
Manufacturing 2
N
1 -
Hotel &
2
Tourism
N
Others 1 -
(Mention 2
them) N
Total

Table 1.6 Private Foreign remittance and Purchase as at June30,2023__________

Description Total FCY Amount Earned in USD

Western Union
 5902
Express
 0
Atlantic
 306
Money Gram
 1158
Dhabshil
 0
Others MTO's
 256
 Total from MTO's
 SWIFT 64641
 FCY Amount Collected through ATM 11497
 FCY Amount Collected through Merchant POS 3955
 Private Transfers
 FCY Purchase 15807
 Service Receipts
 Official Transfer
 Total Remittance
 Export
Total FCY Inflow 91,237

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Table 1.7Debit Card, Mobile Banking and Internet Banking Status as at june
30,2023________

Total No.
of
Total No of Total No Ratio of No. of card
Total Active transaction
Types of Total number Cards of inactive Activation alternative holders > 15
Customers( s through
Alternative of branch Produced / customers Rate in % channels to transactions
Card, (Card, MB
Channel customer Registered (Card, (E=D/B Customer base
MB&IB) (D) & IB)
(A) Customers MB& IB ) *100) (F=D/A*100) (usage rate)
(B) (C )

Debit Cards 27,138 19722 6895 12827 65 47.26 NA

Mobile 27.5
7968 496 7472 94 NA
Banking
Internet 0.17
45 9 36 80 NA
Banking

Table 1.8 Merchant POS Status as at _________________________________

Merchant POS
Total Amount of
NO List of Merchant POS Deployed Terminal ID Active / Total Number of
Annual Transactions
Inactive Annual Transactions

1 PLAZA SUPER MARKET ACTIVE

ROTANA GUEST HOUSE AND
2 ACTIVE
RESTUARANT
3
4
5
6
N

Table 1.9.1 CBE User / Customer Birr as at june30,2023_____________

Total Total
No. of Active CBE No. of Total Active Number of Amount of
No. of Active CBE Birr Total CBE Birr
Birr users CBE Birr Users Annual CBE Annual CBE
No. users recruited by branch
recruited by Recruited
Customer
Birr users Birr user
(A) balance
Agent (B) (C=A+B) Transactio Transaction
ns s

8312 459 8771

Table 1.9.2 CBE Birr Agent Status as at june30,2023_____________

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Active
/
Inactive

No of Total Amoun
List of CBE Birr Agents Agent active Number of Air
Code Agent Customers Annual Time
NO Balance Recruited Transactions Sales
ABDIAZIZ KADAR MOHAMED 72088 Active
1
ALEMAYEHU LIMAGA ABSHIRO 072094 Active
2
ASNAKE TADESSE 072031 Active
3 1167.5
BELAY KIFLE SHUKUR SHOP 072008 Active
4
ELIYERA DRUG AND MEDICAL SUPPLY 072072 Active
5 WHOSESALE
FERIYA SHEIK MOHAMED CLOTHE RETAIL 072087 Active
6
GOLDEN INK CONSULTANCY 072095 Active
7
GORO SKY FUELL-STATION 072018 Active
8
HASSEN IBRAHIM SHIL RETAIL 072085 Active
9
HINDA SHIRE OMER 072090 Active
10
ILYASU TEFF DISTRIBUTION 072083 Active
11
KALID ABDIRAHMAN ABDI 072082 Active
12
KALTUN JAMAL HAJJI 072076 Active
13
KEDIJA SHIDE CLOTHE RETAIL 072086 Active
14
ONE STOP STATIONARY 072069 Active
15
RANDA VETENARY AND MEDICAL EQUIPMENT 072098 Active
16
SUDAYSI FAYSAL MOHAMED SHOP 072078 Active
17
TIGIST KASA BIRHANE 072080 Active
18
ZEINEB HASSEN MOHAMED 072081 Active
19
ABDIKANI BARUD MAHAMUD RETAIL 072010 Dormant
20
ABDUEJBAR HASSEN SHOP 072001 Dormant
21
ABEBE ALEMU SHIRE 072043 Dormant
22
ALIF TWO ACADEMIC ACHOOL 072061 Dormant
23
DREAM CONSTRUCTION COOP 072038 Dormant
24
EDIL ABDULAHI HOUSING AND FURNITURE 072025 Dormant
25
EYU SUPERMARKET 072054 Dormant
26
FUAD AHMED AYDID 072002 Dormant
27
HASSEN ABDI OSMAN CONSTRUCTION 072056 Dormant
28
HASSEN MUHUMMED VEGITABLE AND FRUITS 072005 Dormant
29
MIARAJ PHARMACE TRADING 072062 Dormant
30
REMDAN HUSEN MUSE 072034 Dormant
31
RESHID ALAMIR ALI MISCELLANEOUS STORE 072057 Dormant
32 RETAILERS
SENAIT ABREHA GMICHAEL 072053 Dormant
33
SEYNEB MOHAMED MOHAMUD 072052 Dormant
34
SIRAJ SELMAN IBRO 072012 Dormant
35

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ZUBEDA ABDUREHMAN SABRO 072036 Dormant

36
KIYAR MUSTEFA KEDIR EL 072006 New
37

Table 1.9.3 CBE Birr Merchant Status as at june30,2023_____________

Total Number of
N Active Merchant Total Amount of
List of CBE Birr Merchant Annual
O / Balance Annual Transactions
Merchants Code Transactions
Inactive

1
2
3
4
N

Table 1.10 Human Resource, Transaction and total number of windows under the
District

Active
/
Inactiv
e

Total
List of CBE Merchan Number of
Birr t Code Annual Total Amount
Merchants Merchan Transaction of Annual
NO t Balance s Transactions
ABDIAZIZ 072065 Active
HASSEN YUSUF
1 25
ABDIFETAH 072063 Active
2 ADEN HASHI 25
ALIF TWO 072060 Active
ACADAMIC
3 SCHOOL 0
AMINA ABDI 072050 Active
4 AREB 0
ASNAKE TADESE 072004 Active
KEBERE
5 0

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CAFA GENERAL 072064 Active

LOGISTIC
ENTERPRISE
6 0
DREAM CAR 072066 Active
7 RENT 0
EBRAHIM 072073 Active
DAWUD OSMAN
8 25
ERGO 072058 Active
CONSTRUCTION
COMPANY
9 25
ETAFERAW 072093 Active
HAILEMARIYAM
10 WOLDE 0
FATUMO ALI 072084 Active
11 MAHADI 0
HAMDS MCH 072074 Active
COOPERATIVE
SPECIALITY
CLINIC

12 25
HINDA SHIRE 072091 Active
OMER RETAIL
13 0
IFRAH 072096 Active
ABDIRASHID
14 RETAIL 0
KALTUN JAMAL 072077 Active
HAJJI CLOTHE
RETAIL
15 0
KIYAR MUSTEFA 072075 Active
KEDIR
16 0
RAMLA OMER 072089 Active
17 MUSE 0
SIRAGE SELMAN 072067 Active
EBIRO
18 0
SOLI NEW 072059 Active
TECHNOLOGY
19 0
SUDAYS FAYSAL 072079 Active
MOHAMED
20 0
SUYAHLA 072055 Active
GENERAL
CONSTRUCTION
21 0
TAFESE HAILU 072011 Active
RESTAURAN
22 0

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WHOLE SALE OF 072097 Active

NIMO
MOHAMED
SHIDE
23 0
ABDI 072045 Dormant
MOHAMED
24 MUHUMED 0
ABDIHAKIN 072047 Dormant
MOHAMED
AHMED SHOP
25 0
ABDUREZAK 072017 Dormant
MOBILE AND
ELECTRONICS
26 0
ANEWAR YUSUF 072039 Dormant
MOHAMED
27 0
FARIDO ABDI 072007 Dormant
OSMAN IMPORT
AND EXPORT

28 0
FEKEDE BEDE 072024 Dormant
KERGA RETAILER
29 0
HASKIN 072027 Dormant
30 CAFTERIA 25
JIJIGA 072015 Dormant
DETERGENT
AND SOAP
FACTORY
31 0
KALI PERSONAL 072022 Dormant
CARE SERVIC
32 0
KALID 072032 Dormant
SH.MOHAMED
33 0
MAHAD ALI 072051 Dormant
34 MOHAMUD 0
MELAKU 072019 Dormant
WUDMA ARGA
RETAILER
35 0
MISCELLANEOU 072016 Dormant
S STOR
36 RETAILERS 0
MOGES 072041 Dormant
MEKONNEN
37 BERIH 0
MOHAMED 072003 Dormant
ABDI
ELECTRONICS
38 0
MOHAMED 072014 Dormant
KUSO CLOTH
39 RETILER 0

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MUHIYADIN ALI 072013 Dormant

ADEN
ELECTRONICS
40 0
NEJIB 072035 Dormant
MOHAMED
41 AHMED 0
PLAZA SUPER 072029 Dormant
MARKET
COMPANY
42 0
RAHEL SHIMELIS 072044 Dormant
BUTIC SHOP
43 0
RAJILU BADRU 072037 Dormant
YUSUF
44 0
REMEDAN 072046 Dormant
HUSSEN
45 COSMOTICS 0
SEADA HASSEN 072009 Dormant
AHMED
46 0
TAMIRAT 072026 Dormant
GENEMO
PERSONAL CARE
SERVICE

47 0
TIBEBU NIGA 072023 Dormant
48 RETAILER 0
ZELELEW 072040 Dormant
MESFIN ZM
INTERNATIONAL
HOTEL
49 0
ABDI 072021 New
MOHAMED
MUHUMMED
50 0

2. SWOT Analysis for the Branch

Branches are required to prepare their SWOT analysis based on the socio-
economic and environmental scenarios of the branch where it is found.

NB: The SWOT analysis shall be district centric.

STRENGTHS: WEAKNESSES:
1. new product selling 1. poor Lcy mobilization due to
different factors both internal
2. Alternative payment channel selling and externals.
and transaction migration

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3. Fcy mobilization from mtos ,purchase 2. poor customer base

and swift transfer from existing and performance by internal and
new customer external factors , internal
factors like account opening
. strong relation with customer both in process changes staffs
trade and government office understanding the process and
the external is serious problem
. in kebele to issue and renew id

3 lack of vehicle to use the man

power in remote area

OPPORTUNITIES: THREATS:
1. New human power 1. New entrants to the market

2. New product like mudaraba, 2. Private bank bargaining power

labbaik,gasha, cbe guzo,tatari
3. The banks image in the society as
trusted government commercial bank
specially on fixed time deposit;
for example we lost more than
3.5million from one customer
who request fixed interest rate
of 9 and the private bank
snatched our customer by 10
percent fixed interest rate.

3. The bank’s loan process and

criteria

4 branches location; distance from

the down town

Strength: is a branch specific resource, skill, or other advantage relative to

competitors. It is also a distinctive competence that gives the branch a
comparative advantage in the market place as compared to its competitors. It
should answer questions like;

 What is done well?

 What are the internal advantages?

Weaknesses: is a branch limitation or deficiency in resource and capabilities that

seriously impedes effective performance like lack of facilities, limitations of

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management capabilities, lack of marketing skills, in adequate product knowledge.

It should answer questions such as;

 What could be improved?

 What is/was done poorly?
 What should be avoided?
Opportunities: is the list of external opportunities available in the current and
future environment. It could answer questions like;

 What are the market trends?

 How can they be exploited?
 What chances are there for resource mobilization and sectoral development?
Threats: is the list of external threats facing the district now and in the future. It
should answer questions like;

 Competitive advantages in other financial institutions?

 What obstacles does the branch face?
 What effect would new entrants have on the market?

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3. Assumptions

Assumptions could be drawn through quantitative & qualitative information by

considering the external market assessment, internal analysis and others.

4.1. Deposit

4.1.1 Deposit from existing customers of the district

(Refer Table 1.1, Table 1.2, Table 1.3, Table 1.4 and Table 1.5 of the
marketing plan)
Hint:
 Retention and expansion of Top depositors or premium / Business
customers
 Improving the deposit quality of the district through working on
Inactive ,Minimal and zero balance depositors
 Improve the regular customers satisfaction through working on the
service quality of the branch
 proactive and reactive tracking of payments made by developmental
partners and their beneficiaries
 Maintain strength and work on converting weaknesses of the district to
strength, threats of the branch to opportunities

4.1.2 Deposit from new customers

(Refer the findings of the external market research template)
Hint:

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 Consider the target market population, new companies emerging in the

market and their main supplier and customers, Developmental partners
employees, major business employees, NGO’s etc.

4.2 IFB Deposit

4.2.1 Deposit from existing IFB customer of the district

(Refer Table 1.1, Table 1.2, Table 1.3 (with special focus to it), Table 1.4
and Table 1.5 of the marketing plan)
Hint:
 Retention and expansion of Top depositors or premium / Business
customers
 Improving the deposit quality of the district through working on
Inactive ,Minimal and zero balance depositors
 Improve the regular customers satisfaction by working on the service
quality of the district through window dedication
 proactive and reactive tracking of payments made by developmental
partners and their beneficiaries
 Maintain strength and work on converting weaknesses of the district to
strength, threats of the branch to opportunities
4.2.2 Deposit from new customers
(Refer the findings of the external market research template)
Hint:
 Consider the target market population by religion, new companies emerging
in the market and their main supplier and customers, Developmental
partners employees, major business employees, religious organizations etc.

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Quantitative Summary for Deposit Assumptions

No
Deposit Assumption Planned Amount in %
.
1 Amount to be mobilized from New Customers _______35_______%
2 Amount to be mobilized from Existing Customers ______65________%

Amount to be mobilized from Top depositors _______30_______%

Amount to be mobilized from inactive & minimal
________8______%
balance depositors

Amount to be mobilized from Zero balance depositors _______2_______%

Amount to be mobilized from regular depositors

______25________%
(neither top, inactive, minimal or Zero)

4.3. FCY
(Refer external market assessment Table 3.1. Table 3.2 and Table 3.3 and Table
1.6 of the marketing plan)

Hint:

 Review FCY recipient’s data base of the branch,

 Review import/export potentials,
 Review the performance of major MTO’s of your branch,

4.4. Alternative Channels

(Refer the findings of the external market research template)

Hint:
 Consider all employees of the major companies, developmental partners,
foreign owned companies’ employees’ cooperatives and other informal
institutions member’s etc.
 Review the total customer’s base of the branch against total alternative
channel users of the branch.
 Consider potential areas for agent banking services.
 Consider potential customers with high volume of sales transaction for
merchant POS deployment ad CBE Birr merchants etc.

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4. Sales Targets

Table 5.1AnnualSales Targets for Deposit for the Year 2023/2024

Annual
Annual Incremental
Actual Sales Total Incremental
Incremental Sales Sales
/position Sales Target for the
Targets from New Targets from
No. Products (As at June 30, Year XX
Customers Existing
20xx) (C=A+B)
(A) Customers
(B)
Number Amount Number Amount Amount Number Amount
705975 6,000, 20,000,0
Private 6700 1772 12,000,000 6700
17.30 000 00
1 Ordinary Saving Accounts Public
Coop & Ass
Government
453791 4,000, 10,000,0
Private 2278 488 6,000,000 2278
2 Women Saving Account 32.31 000 00
Coop & Ass
148461 200,00
3 Youth Saving Account Private 433 91 300,000 433 500,000
5.59 0
Teen Youth Saving 472653. 100,00
4 Private 120 42 200,000 120 300,000
Account 41 0
734308. 200,00
5 Muday Bank Saving Private 98 46 300,000 98 500,000
85 0
Private and 2,383,07 2,000,0
6 New and other product 385 200 1,500,000 385 3,500,000
ind 3.02 00
152421. 100,00
7 Educational Saving Private 113 45 100,000 113 200,000
16 0
8 Time Deposit Account Private 190 18,307,
692.09

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Coop & Ass

35,000,0
Private 35,000,000 188
00
9 Demand Deposit Public 100,000 2 100,000
Coop & Ass
Government
13951141
10317 70,100,00
Total 3.1 2700
0
Table 5.2Monthly Sales Target for Deposit for the Year2023/2024

Sales Plan Covering from July 01, 2023 –June 30, 2024
Products Measure /KPI
Jul Aug Sep Oct Nov Dec Jan Feb Mar Apr May Jun
No. of New Accounts 152 87 152 217 108 173 195 152 152 238 238 130
980 918 1002 822 6837 14512 1511 217
Ordinary Amount to be Mobilized (New) 600639 739453 741809 999164
611 343 89 667 56 5 21 023
Saving
Amount to be Mobilized 500 500 5000 500 5000 500000 50000 5000 500
(Existing)
500000 500000 500000
000 000 00 000 00 0 00 000

No. of New Accounts 38 21 38 54 54 27 43 48 38 38 59 32

500 500 5000 500 5000 50000 5000 500
Women Amount to be Mobilized (New) 500000 500000 500000 500000
000 000 00 000 00 0 00 000
Saving
Amount to be Mobilized 500 500 5000 500 5000 50000 5000 500
(Existing)
500000 500000 500000 500000
000 000 00 000 00 0 00 000
No. of New Accounts 7 4 7 10 10 5 8 9 7 7 11 6
500 500 5000 500 5000 50000 5000 500
Youth Amount to be Mobilized (New) 50000 500000 500000 500000
00 00 0 00 00 0 00 000
Saving
Amount to be Mobilized 100 100 1000 100 1000 50000 5000 500
(Existing)
100000 100000 500000 500000
000 000 00 000 00 0 00 000
Teen Youth No. of New Accounts 3 2 3 5 5 2 4 4 3 3 5 3

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250 250 2500 250 2500 2500 250

Amount to be Mobilized (New) 25000 25000 25000 25000 25000
00 00 0 00 0 0 00
Saving
Amount to be Mobilized 250 250 2500 250 2500 2500 250
(Existing)
25000 25000 25000 25000 25000
00 00 0 00 0 0 00
No. of New Accounts 4 2 4 5 5 3 4 5 4 4 6 3

Muday Bank 100 100 1000 100 1000 10000 1000 100
Amount to be Mobilized (New) 100000 100000 100000 100000
Saving 000 000 00 000 00 0 00 000
Amount to be Mobilized 100 100 1000 100 1000 1000 100
100000 100000 100000 100000
(Existing) 000 000 00 000 00 00 000
No. of New Accounts 3 2 3 5 5 2 4 4 3 3 5 3
500 500 500 5000 5000 500
Educational Amount to be Mobilized (New) 50000 50000 50000 50000 50000
00 00 00 0 0 00
Saving
Amount to be Mobilized 500 500 500 5000 50000 5000 500
50000 50000 50000 50000
(Existing) 00 00 00 0 0 0 00
No. of New Accounts / Contract
Time Amount to be Mobilized (New)
Deposit Amount to be Mobilized
(Existing)
No. of New Accounts

Private Amount to be Mobilized (New)

Demand 280 283 268 315
Deposit Amount to be Mobilized
346 387 2736 954 29254 2818 29492 26420 3407 3186 220
(Existing)
0 3 783 6 46 326 88 2955437 77 440 121 4
No. of New Accounts

Amount to be Mobilized (New)

Public
Amount to be Mobilized
(Existing)

No. of New Accounts

Cooperatives& Amount to be Mobilized (New)

Association
Amount to be Mobilized
(Existing)

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 Revised Marketing Plan Template

No. of New Accounts

Government Amount to be Mobilized (New)

Amount to be Mobilized
(Existing)
207 118 207 296 187 212 258 222 207 293 324 177
No. of New Accounts
Total
Incremental 2155 2093 77528 1547 132563 14087 191445 217416 13201 13261 1392
Plan Amount to be Mobilized
(New) 611 343 9 667 9 56 3 1916809 4 25 21 023

4078 4108 39617 3964 420044 41433 422428 391707 50324 44611 4427
Amount to be Mobilized
(Existing) 460 873 83 546 6 26 8 4230437 7 40 21 204

Table 5.3 Annual Sales Targets for IFB Deposit for the Year 2023/2024

Annual Annual Total

Actual Sales / Incremental Incremental Incremental
Position Sales targets sales target Sales Target
No. Products (As at June 30, from from Existing for the Year
20xx) New Customers Customers 20xx/xx
(A) (B) (C=A+B)
Number Amount Number Amount Amount Number Amount
218,7
10,000 28,47
Private and ind. 9717 91,409 550 18470490 550
Ordinary Saving
.9
,000 0,490
Wadiah /
1 Safekeeping
Cooperatives
127,0
10,000, 20,00
Women Saving Private and ind. 6754 71,306 450 10,000,000 450
000 0,000
.70

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 Revised Marketing Plan Template

445,0 4,000, 6,000

Youth Saving Private and ind. 35 47 2,000,000 47
80.23 000 ,000
2567. 1,000, 2,000
Teen Youth Saving Private and ind. 8 20 1,000,000
97 000 ,000
2,000, 3,000
Educational Saving Private and ind. 13 34400 30 1,000,00
000 ,000
2,133. 3,000,0 6,000,
labbaik Private and ind. 186 100 3,000,000
876.28 00 000
1,143. 1,500, 3,000
Muday Saving 50 20 1,500,000
187.6 000 ,000
12,52
6,831, 6,000,
Private and ind. 178 83 6529510.35 83 9,510.
Ordinary Saving 444.64 000
35
Cooperatives

5,000, 10,00
Women Saving Private and ind. 70 5,000,000 70
000 0,000
4,356, 900,0
2
Youth Saving Private and ind. 7 10 500,00 400,000
Mudaraba 302 00
100,1 600,00 1,100
Teen Youth Saving Private and ind. 2 500,000
50 5 0 ,000
1,000
Educational Saving Private and ind. 2 50,000 50,000
10 ,000
1000,0 1,900
Muday Saving Private and ind. 10 900,000
00 ,000
Term Deposit Private and ind.
6,307, 2,000, 3,000 5,000
Private and ind. 62 40 62
3 Qard 394.25 000 ,000 ,000
Cooperatives

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 Revised Marketing Plan Template

Sales Plan Covering from July 01, 2023 –June 30, 2024
Measur
Products
e /KPI
Jul Aug Sep Oct Nov Dec Jan Feb Mar Apr May

No. of New
Accounts 45 50 45 45 45 45 45 45 45 50 45
830,
Amount to 830,
be 830 870, 830, 830, 830, 830, 830, 830, 830, 000
000
Ordinary Mobilized ,000 000 000 000 000 000 000 000 000
Saving (New)

Amount to 1,539, 1,539, 1,539, 1,539, 1,539, 1,539, 1,539, 1,539, 1,539, 1,539, 1,539,
be
Mobilized 208 208 208 208 208 208 208 208 208 208 208
(Existing)

No. of New
Accounts 37 43 37 37 37 37 37 37 37
830,
Amount to 830,
be 830 870, 830, 830, 830, 830, 830, 830, 830, 000
000
Wadiah / Women
Mobilized ,000 000 000 000 000 000 000 000 000
(New)
Safekeepi Saving
ng 830,
Amount to 830,
be 830 870, 830, 830, 830, 830, 830, 830, 830, 000
000
Mobilized ,000 000 000 000 000 000 000 000 000
(Existing)

No. of New
Accounts 3 4 3 3 3 3 3
Amount to 333
be 333, 337, 333, 333, 333, 333, 333, 333, 333, 333,
Youth ,
Mobilized 000 000 000 000 000 000 000 000 000 000
Saving (New) 000
Amount to
be 166, 174, 166, 166, 166, 166, 166, 166, 166, 166, 166,
Mobilized 0000 0000 000 000 000 000 000 000 000 000 000
(Existing)
Teen No. of New
Accounts 1 1 1 1 1 1 1
Youth
Saving Amount to 250, 250, 250, 250, 250, 250, 250,

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 Revised Marketing Plan Template

be
Mobilized 000 000 000 000 000 000 000
(New)
Amount to
be 250, 250, 250, 250, 250, 250, 250, 250,
Mobilized 000 000 000 000 000 000 000 000
(Existing)
No. of New
Accounts 1 1 2 1 1 1 1 1 1 1 1
Amount to
be 166, 174, 166, 166, 166, 166, 166, 166, 166, 166, 166,
Education
al Saving
Mobilized 0000 0000 000 000 000 000 000 000 000 000 000
(New)
Amount to
be 165, 165, 185, 165, 165, 165, 165, 165, 165, 165, 165,
Mobilized 000 000 000 000 000 000 000 000 000 000 000
(Existing)
LABBAIK No. of New
Accounts 15 15 15 15 15 15 16 16 16 16 16
Amount to 250000 250000 250000 250000 250000 250000 250000 250000 250000 25000 250000
be
Mobilized 0
(New)
Amount to 250000 250000 250000 250000 250000 250000 250000 250000 250000 25000 250000
be
Mobilized 0
(Existing)
No. of New
Accounts 4 4 5 5 4 4 4 4 4 4 4
Amount to 125000 125000 125000 125000 125000 125000 125000 125000 125000 12500 125000
be
Muday Mobilized 0
Saving (New)
Amount to 125000 125000 125000 125000 125000 125000 125000 125000 125000 12500 125000
be
Mobilized 0
(Existing)

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 Revised Marketing Plan Template

Mudarab No. of New

a Accounts 15 15 14 14 15 15 15 15 15 15 1
Amount to
be 424, 416, 424, 416, 424, 416, 424, 416, 424, 416, 4
Ordinary Mobilized 0000 000 0000 000 0000 000 0000 000 0000 000 00
Saving (New)
Amount to
be 424, 416, 424, 416, 424, 416, 424, 416, 424, 416, 4
Mobilized 000 000 000 000 000 000 000 000 000 000 00
(Existing)
No. of New
Accounts 5 5 6 6 6 6 6 6 6 6 6
Amount to
be 424, 416, 424, 416, 424, 416, 424, 416, 424, 416, 4
Women Mobilized 0000 000 0000 000 0000 000 0000 000 0000 000 00
Saving (New)
Amount to
be 424, 416, 424, 416, 424, 416, 424, 416, 424, 416, 4
Mobilized 000 000 000 000 000 000 000 000 000 000 00
(Existing)
No. of New
Accounts 1 1 1 1 1 1 1 1 1
Amount to
be 50,00 50,0 50,00 50,0
50,000 50,000 50,000 50,000 5
Youth Saving
Mobilized 0 00 0 00
(New)
Amount to
be 40,00 40,00 40,00 40,0
40,000 40,000 40,000 40,000 4
Mobilized 0 0 0 00
(Existing)
No. of New
Accounts 1 2 1
Amount to
be 100,0
150,000 200,000
Teen youth Mobilized 00
Saving (New)
Amount to
be 250,0
250,000 250,000
Mobilized 00
(Existing)
Educational No. of New
Saving Accounts 1 1 1 1 1 1 1 1 1
Amount to 10,00 10,000 10,000 10,000 10,000 10,0 10,00 10,0 1
be
Mobilized 0 00 0 00
(New)

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 Revised Marketing Plan Template

Amount to
be
Mobilized
(Existing)
No. of New
Muday Saving
Accounts 1 1 1 1 1 1 1 1 1

Amount to 100, 100,000 100, 100, 100, 100,0 100, 10

be
100,000 00 000
Mobilized 000 000 000 000
(New)

Amount to 90, 90,000 90,000 90,000 90,0 90,00 90,0 90

be
90,000 00 0 00
Mobilized 000
(Existing)

No. of New
Accounts /
Contract
Amount to
be
Term Deposit Mobilized
(New)
Amount to
be
Mobilized
(Existing)
No. of New
Accounts 3 3 3 3 5 3 3 3 5 3 3
Amount to
be 166, 174, 166, 166, 166, 166, 166, 166, 166, 166, 1
Mobilized 0000 0000 000 000 000 000 000 000 000 000 00
Qard (New)

Amount to 250 250000 250000 250 250000 250000 250000 250000 250 250 25
be
Mobilized 000 000 000 000
(Existing)

Total Incremental No. of

128 140 130 129 131 129 130 130 132 135
New
IFB Deposit Plan
Accounts
Amount to 3,548,0 3,632,00 3,532,000 3,532,000 3,532,000 3,532,000 3,532,000 3,532,0 3,532,0 3,532,
be
Mobilized 00 0 00 00 000
(New)

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 Revised Marketing Plan Template

Amount to 4,173,2 4,205,20 4,157,2 4,157,2 4,157,

be
Mobilized 08 8 4,177,208 4,157,208 4,157,208 4,157,208 4,157,208 08 08 208
(Existing)

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 Revised Marketing Plan Template

Table 5.5Sales Target from Top Depositors

For premium&
Exiting Product Balance Business Annual
Sector / Type Balance as at as at customers consider Incremental deposit
NO. List of Top Depositor
Industry (Private Saving, June 30, Table 3.3 (Annual target for 20xx/xx FY
Fixed, Current….) June 30, 2024 Sales Turnover-
2023 Total credit )
LEYLA QALINLE KAHIN 6278823.62 2,000,000
1
ABDULAHI MOHAMED AHMED 5338001.16 5,000,000
2
ABDIKERIM KELILE KAHIN 4227001.81 3,000,000
3
KABDID ABDI OMER 4003038.49 2,000,000
4

5
RUKIYA AHMED ABDI 4000026.9 3,000,00

KERIMA MEHAMED SIRAJ 3930150 2,000,000

6

7 ABDI KAYDSANE FARAH 3623764 4,000,000

8 MILION EJIGU YIMERU 3444737.51 2,000,000

MOHAMMEED ALI ISSE 3344150 2,000,000

9
ZENASH DENEKE W/AREGAY 3071359.96 1,000,00
10
SOLOMON AMEHA SYIFU 3065265.81 1,000,000
11
12 NIMO ISSE ABDI 3005100 1,000,000

MOHAMED ABDI OMER 2932409.07 2,000,000

13
ABDULKERIM KELILE KAHIN 2711092.17
14
1,000,000

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 Revised Marketing Plan Template

15 LEYLA QALINLE KAHIN 2556303.82 1,000,000

JEBRIL JAMA MAHAMED 2446233.99 500,00

16
MOHAMED ALI OMER 2312586 1,000,000
17
AMAL AHMED ALI 2290153.29 1,500,000
18
ASEGEDECHE GEBEYEHU YASIN 2230028.66 5,000,000
19
MUSE HASSAN MOHAMED 2204274 1,000,000
20
ABDIREHMAN MOHAMED
21 AHMED 2174650 1,000,000

SUWAYIBA ABDURASHID HAYE 2080966.35 5,000,000

22
HOR USOCOD ENGINEERING
23 DESIGN AND 2075301.9 500,000

MOHAMED AHMED HASSEN 2074880.06 500,000

24
MAHAMED MUHUMED YUSUF 2042706.1 500,000
25
KALID MOHAMMED
26 MOHAMMUD 2042075.22 500,000

BEZA TEKA KERGA 1938037.81 2,000,000

27
PLAZA SUPER MARKET
28 COMPANY 1880064.36 1,000,000

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 Revised Marketing Plan Template

ALI MOHAMED KALIF(IMPORT) 1880064.36

28
1,000,000

85950874.62
N
48,500,000

Note:-Please consider top Demand and top Saving Depositors depending on the context of the district.

Table 5.6Sales Target fromdistrict Borrower Customers

Annual
Types of
Sector / Account Balance as at Annual Sales Incremental deposit
NO. List of Borrowers Loan Amount of Loan
Industry June 30, 20xx Turnover Target for 20xx/xx FY
Advanced Advanced

1 NA

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 Revised Marketing Plan Template

9
10
N

Table 5.7Annual Sales Target for Foreign Remittance and Purchase forthe Year 20xx/20xx

Annual
Description FCY Target in USD
Western Union
 8500
Express

Atlantic
 3709
Money Gram
 631
Dhabshil
 2074
Others MTO's
 2978
 Total from MTO's
 SWIFT 47065
 FCY Amount Collected through ATM 2000
 FCY Amount Collected through Merchant 2500

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POS
 Private Transfers 64957
 FCY Purchase 11000
 Service Receipts
 Official Transfer 84603
 Total Remittance
 Export
Total FCY Inflow 168060

Table 5.8 AnnualSales Targets for Alternative Channels forthe Year ____________

5.8.1 Annual Sales Target on Debit Card, Mobile Banking, Internet Banking& Merchant POS

No. Types of Alternative Channel No of Active Cards / Customers

1 Debit Card 5200

2 Mobile Banking 3300

3 Internet Banking 16

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 Revised Marketing Plan Template

4 Merchant POS to be Deployed 2

5.8.2 Annual sales target for CBE Birr

Total CBE Birr

CBE Birr User Agent Merchant
Deposit
No. of CBE Amount of No. Active Amount No. Active Amount of Deposit
Birr Users Deposit Agents to be of Merchants to be
to be Recruited Deposit Recruited
Recruited

5500 550,000 20 100,000 22 100,000 750,000

6. Marketing Strategies and Tactics

6.1 Propose your marketing strategies and tactics - (Refer to the Revised Guideline);

6.2 Selling and retention techniques used by the district for both potential and existing
business customers;Helps to identify the possible retention and attraction techniques used by the
district and to create common understanding for the district staffs.

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 Revised Marketing Plan Template

No.
Selling techniques for Potential Business Selling & Retention techniques for the Existing
customers / prospects Business customers

1 Strong relation with customer Selling additional product

2 Promoting new products Fulfilling customers loan need

3 Being customer centric Door to door service

4 Increase Digital banking utilization rate Customer visit

5 Referral marketing Solving problems phased by customer as banks

standard time

N Customer experience Truly differentiated IFB windows. And e.t.c

7. Sales Activity Plan

Key
Strategic
Performance Month
No. Actions / Activities
Indicators /
Initiative
KPI Jul Aug Sep Oct Nov Dec Jan Feb Mar Apr May Jun
No. sessions 2 1 1 1 1 1 1 1 1 1 1 1
Carry out
intensive staff Product type No. of 1 1 1 1
Sustain
Aggressive re-training, Participants 5 5 5 5 5 5 5 5 5 3 2 1
1 Promotion and sensitization No. sessions 2 1 1 1 1 1 1 1 1 1 1 1
Public and Guidelines &
Procedures No. of 2 1 1 1 1 1 1 1 1
Education awareness Participants 2 5 5 5 15 5 5 15 5 5 15 5
creation;
Customer service No. sessions 2 2 2 1 2 2 2 2 2 2 2 2

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No. of 1 1 2 2 2 2 2
& handling
Participants 5 5 2 22 22 2 2 22 2 2 22 22
Strategies
No. sessions
(Corporate, 4 4 4 4 4 4 4 4 4 4 4 6
Deposit
Mobilization, No. of
FCY, E- Participants 2 2 2 2
Payment...) 2 2 2 2 22 22 22 22 22 22 22 22
Role of CBE in No. sessions 1 1
the economic No. of 2 2
development Participants 2 2
Identify target
population &
Benefit of saving
No. sessions 1 1 1 1 1 1 1 1 1 1 1 1
provide public
education for individuals
No. of
based on the Participants
locality &
awareness The role of CBE No. sessions
1 1 1 1 1 1 1 1 1 1 1 1
levels of the to national
target No. of
development
population Participants
Conducting
Establish awareness
synergy with creation on No. sessions
developmental broadening
partners & financial
1 1 1 1
arrange understanding
No. of
information through financial
Participants
sharing literacy ,the
platforms impact of their
through using collaboration to
forums , economic
conferences development of
and programs the country, the
organized by importance of
developmental saving on food
partners security &

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 Revised Marketing Plan Template

poverty

No of schools
working with 5 5 5 5 5 5 5 5 5 5 5
Establish Distribute the branch
synergy with adequate
schools, use educational
them as /promotional Number of
centre for materials like educational
public brochures & materials
education; flyers; distributed
that promote
Bank’s service
and products.
2 Expand Bank
Accessibility Number of IFB 12 12
125 125 125 125 125 125 125 125 125 125
accounts 5 5

Maintaining and expanding the 791 79 79 791 791 791 7916 791 791 7916 791
functionality of IFB Windows 791 666 16 16 666 666 666 666. 666 666 666. 666
Incremental
666 6.6 66 66 6.6 6.6 6.6 6 6.6 6.6 6 6.6
deposit 6.6 6.6 6.6

Number of
FCY
Maintaining and expanding the transactions
functionality of FCY windows Amount of 14 14 14 14 14 14 140 14 14 140 14
1
FCY to be 00 00 00 00 00 00 05 00 00 05 00
40
Mobilized in 5 5 5 5 5 5 5 5 5
USD 05
Provide van based mobile 27 27 27 27 27 27 275 27 27 275 27
banking; Number of 2
accounts 75 5 5 5 5 5 5 5 5 5

Incremental 1 1 1 1 10 1 1 10 1 1 100 1
deposit 00 00 00 00 00 00 00 000 00 00 000 00
00 00 00 00 00 00 00 00 00 00 0 00

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 Revised Marketing Plan Template

00 00 00 0 00 00 00 00 00
00
Number of
ATMS 2
Monitoring ATM performance
Average ATM 93 93 93 93 93 93 93 93 93 93 93
up time 93
No of
Deploying POSs at selected sites 2 1
Merchant POS
16 16 16 16 16 16 16 16 16 16 16
Evaluate & improve Current SDT of the
16
Average waiting time; Bank

Average
active
Evaluate Shifting Works & made windows on
7 7 7 7 7 7 7 7 7 7 7 7
adjustment if required; service
throughout
the day

%age
Strictly Implement Compliant reduction in
94 94 94 94 94 94 94 94 94 94 94 94
PromotingServi Handling System Customers
3
ce Quality Complaint

Number of
additional
Expand Windows if necessary NA NA NA NA NA NA
windows to be
opened
100 10 10 100 100 100 100 100 100 100 100
Average 0 0
number of
Evaluate Employees Productivity transactions 100
per day per
employee

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 Revised Marketing Plan Template

Number of 5 5 5 5 5 5 5 5 5 5 5
account to be 5
opened
Track Payments made from large 25 25 25 25 25 25 25 25 25 25
purchasers 250 250
Incremental 00 00 00 00 00 00 00 00 00 00
000 000
deposit 00 00 00 00 00 00 00 00 00 00
0 0
0 0 0 0 0 0 0 0 0 0
Number of 5 5 5 5 5 5 5 5 5 5
account to be 5
Track large projects /Programs opened
run by government or other
organizations & provide banking 25 25 25 25 25 25 25 25 25
Enhance money 250 250
4
tracking services on the sites Incremental 00 00 00 00 00 00 00 00 00
000 000
deposit 00 00 00 00 00 00 00 00 00
0 0
0 0 0 0 0 0 0 0 0
50 100
Number of
account to be
opened
Track compensation payments
made for farmers, home owners 2 3
etc. 80 00
Incremental
00 00
deposit
00 00
0 0
No. of
accounts to be 34 34 34 34 34 34 34 34 34 34 34 34
opened
Enhance Cross selling activities at
5 Cross Selling 25 25 25 25 25 25 25 25 25
the counter of the branch. 250 250
Incremental 00 00 00 00 00 00 00 00 00
000 000
deposit 00 00 00 00 00 00 00 00 00
0 0
0 0 0 0 0 0 0 0 0
10 10 10 10 10 10 10 10 10 10 10
Present CBE product and services No. of
Enhance
1
by focusing on industrial parks, accounts to be
6 focused opened
0
Personal selling business centres and other
developments in the area
Incremental 1 1 1 1 10 1 1 10 1 1 100 1

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 Revised Marketing Plan Template

00 00 00 00 00 00 00 00 00 00
000 000
deposit 00 00 00 00 00 00 00 00 00 00
00 0
00 00 00 00 0 00 00 00 00 00
No. of 20 20 20 20 20 20 20 20 20 20 20
2
accounts to be
opened
0
Handle all salary payments by the
Bank 10 10 10 10 10 10 10 10 10 10
Incremental 100 100
00 00 00 00 00 00 00 00 00 00
deposit 00 00
0 0 0 0 0 0 0 0 0 0
1 1 1 10 1 1 10 1 1 100 1
No. of
1 00 00 00 0 00 00 0 00 00 00
accounts
Undertake door- opened
00
Expand
7
Customer base
to-door
marketing 1, 1, 1, 1, 1, 1, 1, 1, 1,
1,
activities in the 00 00 00 00 00 00 1,0 00 00 1,0 00
Introduce surrounding
Incremental 00
0, 0, 0, 0, 0, 0, 00, 0, 0, 00, 0,
door-to-door deposit 0,0
services
00 00 00 00 00 00 000 00 00 000 00
00
0 0 0 0 0 0 0 0 0
No. of
Provide onsite
organizations
bank services for
/customers 30 30 30 30 30 30 30 30 30 30 30 30
prominent
served with
customers
on-site service

No. of
customers
Focus on Visited per
deposit quality month
Strengthen relationship with
8 and expanding 50 50 50 50 50 50 50 50 50 50 50 50
of high value Premium and business customers
No. of phone
customers call to top
depositors per
month 70 70 70 70 70 70 70 70 70 70 70 70

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 Revised Marketing Plan Template

Make Use of
Business
customers
Promote CBE products in local No of
promotion
9 sales promotion, buzzers and programs to
programs and
methods to festivals participate in
promote CBE 1 1
products
10 0 0
Other strategic
Action
Taiwan compensation tracking, if Number of 20
10 proposed by 600
the branch, if any beneficiary 0
any

THANKS

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