Segmentation, Targeting and Positioning Practices by CIMB Bank in Malaysia

Running head: MARKETING FOR MANAGERS 1
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MARKETING FOR MANAGERS 2
Table of Contents
Introduction.................................................................................................................................................3
Company overview (CIMB bank)...............................................................................................................3
Product and market orientation....................................................................................................................4
Products range offered.............................................................................................................................4
Company Orientation..............................................................................................................................4
CIMB Company’s value proposition and differentiation.............................................................................5
Customers need, want and demand..............................................................................................................6
Segmentation and targeting.........................................................................................................................7
Positioning strategy.....................................................................................................................................7
Factors influencing consumer behavior in CIMB........................................................................................7
Nature and level of competition..................................................................................................................8
Conclusion...................................................................................................................................................8
References...................................................................................................................................................9

MARKETING FOR MANAGERS 3
Introduction
Segmentation, targeting, and positioning are broad terms that are commonly used in
marketing in the banking industry. In other words, these three-terms are summary of a broad
framework made to simplify the overall process of market segmentation in the banking industry.
Banking Marketing segmentation can be defined as the process by which banking groups within
a given market are divided and profiled concerning a range of variables that help in the
determination of market characteristics and tendencies. The segmentation, targeting, and
positioning tend to be part of the chronological order for the market segmentation. Segmentation
is defined as the process of identifying the market that needs to be segmented, selecting an
application of basics that will be used in the course of segmentation as well as developing
profiles.
On the other hand, targeting means identification of the most pleasing segments from the
segmentation stages and these are always the most profitable options for the banks. Lastly,
positioning is the last process, and it's more business oriented. It involves assessment of a
company's or organizations own competitive advantage and positioning itself as well in the
minds of its consumer to remain the most valuable option. This report aims to explain the
segmenting, targeting and positioning practices by a banking institution concerning CIMB bank
in Malaysia.
Company overview (CIMB Bank)
CIMB is a full-service Malaysian based bank with other association in Southeast Asian
nations as well. The bank offers services like commercial banking, Islamic banking services,
asset management of products and services, consumer banking and investment banking. Most of
this company's income is generated from net interest income they get from their services. The
vast majority of the CIMB bank earning assets are informed of loans, loan, and salary advances
and financing.
Moreover, its portfolios of financial investments are made up of the next most substantial
portion. The CIMB bank works on a specific strategy that aims at cost control together with
digital banking. The company's vision to be the leading ASEAN Company while its mission
statement to provide universal banking services as a high performing, standardized and
integrated company located in ASEAN and key markets beyond, and to champion the