Marketing Plan

BDO Unibank, Inc.

ABSTRACT:

In a recent study conducted by the

international financial institution, World
Bank, about 69 out of 100 Filipinos or 69
percent neither have single nor shared
savings account.

Another research by Bangko Sentral ng

Pilipinas (BSP) also showed that only 4 out
of 10 Filipinos have savings and out of
those 4, only one puts it in his or her
savings in a bank. The BSP study also
revealed that majority of Filipinos live
from paycheck to paycheck. They have no
funds to use when illness or an accident
strikes. 3
BDO Unibank Inc.
Background
• The Philippines’ largest bank
with total
assets of P2.62 trillion (USD51.30
Bn).

• A full-service universal bank

with one of the widest
distribution networks consisting
of 1,184 operating branches and
over 4,000 ATMs nationwide.

• Part of the SM Group, one of 3

 CORPORATE MISSION
We are in business for our
shareholders. We deliver innovative
products by processes which will
ensure outmost customer
satisfaction.
We recognize excellence in our
employees and shall provide an
environment conducive to maximize 3
Brand Proposition:
BDO has utilized its strengths in
building customer loyalty throughout
the years. With their slogan, “We Find
Ways”
• Able to build a strong customer base
• Capable of meeting the customers’
needs
• Diversify and innovate services
• Competent management 3
 Situational Analysis

Economic Environment:

•Philippines GDP expanding by 6.7%

in 2017

• Manufacturing and services led the

growth with 8.6% and 6.7%

•Government expenditures went up by
7.3%

•Inflation rose to 3.2% in 2017 from 3

Opportunities: Forward to 2020

• Buoyant household consumption

• Bullish government infrastructure

spending

• Rising per capita income,

• Expanding middle class, young

demographics, low banking penetration,
accelerating provincial growth, and the
government’s infrastructure build-up.

3
COMPETITIVE ANALYSIS: (MARKET MAPPING)

BPI
LANDBANK
METRO BANK
PNB

3
COMPETITIVE ANALYSIS:

BPI
LANDBANK
METRO BANK
PNB

3
Market segmentation

Non-customers

Low-value customers

Medium-value customers

High-value customers

3
Market Programs
Strategy
Prioritize
Demographic Customer
Targeting Experience

Digital Apps https://everfi.com

/insights/blog/8-
bank-marketing-
Broaden strategies-to-
Customer move-you-past-the-
competition/
Outreach

Extensive
3
3
 Implementation: (Gantt Chart)
Areas

3
Contingency Plan

3
Market Reach
• Wide and extensive coverage in key areas

North Europe - 12
America - 3 11 Remittance Offices
Remittance Offices 1 Representative Office Asia - 11
1 Full-service Branch
6 Remittance Offices
4 Representative Offices
Middle East - 1
Representative Office

Philippines - 1,184
Branches

BDO ONB Total

27 International Offices Luzon 328 7 335
Metro 534 1 535
Manila
Visayas 115 17 132
Mindanao 80 102 182
Total
1,057 127 1,184
Branches

As of 29 Jan 2018
5
Business Franchise
• Market-leading positions in almost all business lines

#1 #1 #1
#1 #1
Customer Assets Under Credit
Deposits Remittances
Loans Management Cards1

Leading Trade Major Player in

Services Provider2 Cash Management3

#1 #1 #1 #2
Investment Private Rural #1 Insurance
Leasing &
Banking4 Banking Banking Brokerage5
Finance

Notes:
1 In terms of cardholder base, merchant acquiring gross billings, and credit card receivables
2 According to The Asset, & Asian Banking and Finance
3 According to The Asian Banker, Asian Banking and Finance, Alpha South East Asia
4 In terms of corporate issuances 6
5 Among insurance brokers in terms of premiums produced and commissions earned
 Industry Ranking
• No. 1 among Philippine banks
Total Assets Gross Customer Loans
(in PHP billions) (in PHP billions)

2,593
BDO Market Share – 18% 1,661 BDO Market Share – 22%
1,988
1,794
1,151 1,139
1,481

807 795 688 531

560 547 460 434 368
526 337 257 212

MBT BPI LBP PNB SECB CHIB DBP UBP RCBC MBT BPI LBP PNB CHIB SECB RCBC UBP EW

Customer Deposits Assets Under Management

(in PHP billions) (in PHP billions)

2,090 1,034
BDO Market Share – 19% BDO Market Share – 34%

1,506 1,475
1,306
596
454
612 578
438 431 375 368 206
114 90 90 89 83 49

BPI MBT LBP PNB CHIB UBP SECB RCBC DBP BPI MBT LBP CHIB RCBC PNB SCB UCPB SECB
Source: Company data, consolidated statements of condition (SOC). Ranking as at 30 September 2017

Note: Financials prepared by banks under BSP’s SOC requirements differ slightly from reported financials under SEC
guidelines due to certain differences in accounting rules requested by the twoauthorities 7
The Banker Top 1000 World Banks – Tier 1 Capital 2016
Rank Origin Bank USD Million

263

264

265

266

267

268

269

270

271

272
9
The Banker Top Philippine Banks – Tier 1 Capital 2016

Rank Bank USD Million

8
Acronyms:
BDO BDO Unibank PNB Philippine National Bank
MBT Metropolitan Bank& Trust LBP Land Bank of the Philippines
BPI Bank of the Philippine Islands CHIB China Banking Corp.
SECB Security Bank Corp. RCBC Rizal Commercial Banking Corp.
10
Business Results