FEASIBILITY OF STUDENT THEME BANKING AT RBC
Value Proposition:
For Customers:
? A unique opportunity for them to live their passion: RBC will act as an enabler in pursuing their passion.
? Personalised Products: Solutions tailored to match the passions and interests of the customers.
? Making events affordable: Access to Concerts, Exhibitions meetings etc. at the discounted rates.
? Socialising & Networking Opportunities: Since the themes are based on a common interest, theme banking would provide a platform for networking within similar interest groups. The interactive website will also be used for the same.
For RBC:
? Encirclement Strategy: Involves targeting several smaller untapped or underdeveloped segments in the market simultaneously. Surprise and delight the customer through product innovation.
? Cult following: Establishing long-term relationships by inculcating strong sense of belongingness within the customers. (This ensures their continuity with us after their student years)
? First Mover Advantage: With ‘Theme Banking’ markets would be fragmented based on interests and the Bank would have the advantage for first entering into the most popular themes.
? Touch points: Every time a client avails of a particular activity, the Brand image and Service superiority is reinforced. . Also customer intimacy with the bank increases due to these touch points
For Theme Partners:
? Enhancing the Brand Loyalty and the awareness of the ‘Theme Partners’
? A new channel of distribution which will be revenue generating for them.
?&nb ...