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Marketing strategy for the Greek Mass Affluent segment - applying the Mass Affluent Platform at Millennium Bank - Marketing project
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Orientador(es)
Resumo(s)
Greece has been proving during the last 10 years to be a country where many opportunities are arise. The economic growth led to an increase in wealth and now many households (the
so-called Mass Affluent segment) demand a new kind of financial service, more customized and more diversified.
Millennium bank – a Greek financial institution – wants to take advantage of the Mass Affluent segment, which has been rewarding highly its players. Consequently, the management has on hands the problem “How to develop a successful customer acquisition
strategy for the Mass Affluent customers?” To answer this broader issue, new questions must be raised: (1) “Is there a potential Mass
Affluent segment in the market? (2) How to define and implement a complex model that fulfils the customers’ needs? (3) How will we attract and retain customers in a sustained way?
Research proved that this market has potential but is very different from Mass Market. It is a market of quality, good service deep relationship with the bank. In this way, to attract and retain customers, the entire strategy must aspirational: must deliver not only financial advice but also a complete and exclusiveness lifestyle experience, where the customer feels unique.
Descrição
A Work Project, presented as part of the requirements for the Award of Masters Degree in Management from the Faculdade de Economia da Universidade Nova de Lisboa
Palavras-chave
Mass Affluent Greece Marketing Plan Services