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How to increase customer attraction and retention, in BPI´s consumer banking business in Portugal, for young professionals and adults: positioning and people
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Resumo(s)
The main goal of this marketing lab is to improve customer attraction and retention in BPI’s
consumer banking business in Portugal, targeting young professionals and adults. This
marketing lab identifies the frictions hindering customers’ loyalty and transition to BPI, to
develop a comprehensive marketing plan based on primary and secondary research. The
strategy encompasses brand structure enhancements, a marketing mix focused on the
introduction of two new products, BPI Futuro Jovem and BPI Caminho Seguro, and a
communication plan. It concludes with a financial analysis proving the feasibility of the
suggestions and a contingency plan focused on the long-term success.
Descrição
Palavras-chave
B2C Segmentation Targeting Positioning Value Customer based approach People Cycle of success Service excellence