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Creative Product Innovations and Campaigns: Viktor Ipacs, SME Marketing Head K&H Bank, Hungary
Creative Product Innovations and Campaigns: Viktor Ipacs, SME Marketing Head K&H Bank, Hungary
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1st step: micro credit: SME lending
faster than tailoring a suit
simplicity: limited
documentation requirements
customization: scoring based
on SME specialties.
quickness: main message
decision in 3 days
transparency: credit
application and decision is
standardized and automated
process.
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Evolution of SME lending in K&H
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Micro credit: Why step further?
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Business Credit Cards- Why?
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communicating to the market:
message architecture
vision
mission
main message
values
customer expectations
strategic objectives
success factors
target group I. existing clients target group II. new acquisitions
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marketing environment for business
credit cards
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Business Credit Cards 2- assumptions
consumer credit card examples: assume that SMEs behave more like
individuals, but
- higher full payer ratio (40%) assumed
- higher number of cards per debtor
- higher cash and POS transaction amounts
lower interest rate: 1.9 M/M vs. 2.5 M/M!!!
higher card annual fee: corporate cards are more expensive
bankcard acquiring revenues will compensate potential negative credit
margins/losses
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Business Credit Cards 3- findings
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evolution of SME lending in K&H
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What is Micro Credit Light?
Not only 3 wishes
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Why step further ? Micro Credit Light..
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Micro Credit Light 2- Assumptions
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Micro Credit Light findings
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Evolution of SME lending in K&H
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The role of behavior scoring in SME
lending
Basel II process: getting prepared
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