Catalogul Bancar ING

8/6/2019 Catalogul Bancar ING

1/15

RETAIL BANKING

ING Bank Catalogue Of Banking ProductsING Bank Catalogue Of Banking Products

EvaluationEvaluation **

* Source of information: Qualitative & Quantitative Research ReportPrepared by AC Nielsen for ING Bank November, 2008


2/15

ING 2

56%1%4%

31% 8%

Overall Opinion on the ING Catalogue

Very well received by banking clients in general, the catalogue was perceived as a tool that bringsalong clarity and pleasant display of information.

Base: All respondents Q8, Evaluations given on a 7 point scale, 1- Extremely poor opinion up to 7 Excellent opinion

1% 1% 2%

36%

43%

62%

50%

7% 8%6%3%

6%2%

20%

27%

42%

66%

8% 9%

18-34 (n=133) 35-55 (n=107) Heavy users (n=93) Light users (n=83)

Rather poor Nor good, nor poor Rather good Very good Excellent

Average

5.7

Top 2 box score: 64%


3/15


4/15

ING 4

4%2%

60%

23% 6%5%

Detailed information about theinterest rate, commissions,conditions for each of the

presented products

Practical advice andsuggestions

General information about

the bank (program, offices)

The language is easy for me to followGeneral

information aboutthe products

Information relevance

Claimed Importance towards any Catalogue vs. ING Catalogue

Base: All respondents Q3, Q37

Claimed importance for aspects ofany banking catalogue

Banking terms glossary

3 in 5 banking clients stated that detailedinformation about aspects such as interestrates and commissions represents the mostimportant kind of information in any kind ofbanking catalogue and most respondentsappreciated this aspect as concerns INGbanking catalogue.


5/15

ING 5

Base: All respondents Q11

46%

35%

34%

25%

25%

23%

19%

18%

19%

28%

ING Personal (personal needs credit, nomortgage)

ING Credit Card

ING Card ContROL (debit card)

ING Personal Needs Credit with Mortgage

ING Card Student

ING ExtraROL (credit line)

ING Ipotecar (house /field credit, with mortgage)

ING HomeBank (Internet banking)

ING SelfBank (transactions in ING Office)

Nothing/ Don't know

ING Catalogue reaches its purpose of first base information for the clients.Most interesting for banking clients is to read about the loan products (personal need credit, creditcard) and about the debit card.

7%

93%

Products description

Information of interest aboutthe products is missing

All aspects that are of interest arepresent in describing the products

Products of Interestfor clients


6/15

ING 6

Information in the Catalogue

All banking clients consider the information easy to find in the catalogue.25% of the banking clients consider the information to be very credible.


57%

43%Very easy (4)

Rather easy (3)

3%

69%

2%

25%Very credible (4)

Rather credible (3)

Rather not credible (2)

Not at all credible (1)

Does not know


7/15

ING 7

82%

75%

67%

74%

83%83%

79%78%

60

70

80

90

100

It is abank forpeoplelike me

It is easy to

collaboratewith this bank

It is adynamic

bank

Has products

and servicesthat I findeasy to follow

Has pricecompetitive

products

Provides completeinformation about

the banks products


Has productsadapted to my

needs

It is a bankfor people

with a goodsense ofhumor

Associations to ING after Reading the CatalogueAll respondents identified ING as the bank that released the catalogue.


8/15

ING 8

19%3% 3% 76%

Does not know To a low degree (2) To a high degree (3) To a very high degree (4)

Actions after Reading the Catalogue - Recommendation for ING Catalogue

High recommendation scores were received for the catalogue 95% for recommendation.

Base: All respondents Q9, Evaluations given on a 4 point scale, 1- To a very low degree up to 4 To a very high degree

2% 3% 3% 2%

76%

69%

18% 20%

6%1%2%

4%

81%76%

23%15%

18-34 y.o. (n=133) 35-55 y.o. (n=107) 1000 RON per HH m em ber (n=108)

Average

3.2

Top 2 box score: 95


9/15

ING 9

Actions after Reading the CatalogueWord of mouth seems to be most mentioned as follow-up actions after reading thecatalogue.

78%

68%

38%

29%

15%

35%

I would show thecatalogue to my friends

I would recommend thebank to friends /rela tives

I would access the banksInternet page

I would go to an office formore information

I would aquire a product

from ING Bank

I would call ING in order tofind out more information



10/15

ING 10

In Depth Evaluation of ING Banking Products Catalogue (1)The language is seen as being a very close to simple people language through day-to-dayexpressions.

When you are fed up with keeping your money under the mattress or on an ordinary card where they loll about all day long, its time to get yourself an ING Card ContROL

(Cand te-ai saturat sa-ti tii banii sub saltea sau pe un card obisnuit unde lenevesc toata ziua e timpul sa iti iei un ING card ContROL)

ING Personal is that credit which without any advance

payment, sponsors or mortgage guarantees, brings into your wallet up to 60.000 Romanian lei. The bank does not ask after the money destination, therefore you can use it to buy whatever you need or feel like. Less, however,uranium, ballistics missiles, organs from animals on the verge of extinction and drug bags.

(ING Personal este creditul care, fara avans garantii ipotecare,

iti aduce in portofel pana la 60 000 lei. Banca nu te intreaba care este destinatia banilor, asa ca poti sa iti cumperi cu ei absolut tot ce iti trebuie sau ai chef. Mai putin uraniu, rachete balistice, organe de animale pe cale de disparitie si saci cu droguri.)

Positive appreciations among majority of the clients since conveying the idea of an advantageous type of salary card in a very humoristic way

The language was perceived as appealing rather by younger people due to the humoristic note

Also, seen as being a very close to simple people language through day-to-day expressions ( i.e. a tine banii sub saltea)

Seen as focusing more on benefits of the product and less on the according conditions and costs

The product is presented in a very humoristic way

more appealing for young people and less appealing for older ones


11/15

ING 11

In Depth Evaluation of ING Banking Products Catalogue (2)Tips & tricks part managed to rise clients enthusiasm - it was positive appreciated by all target consumers.

Tips & tricks part managed to rise clients enthusiasm - it was positive appreciated by all target consumers

It was perceived as being both useful and humoristic

Also, seen as being in line with the rest of the catalogue conveying accessibility and closeness to people

Yet, for some respondents (especially heavy users) suggestions made in the part of tips an tricks were seen as being already known by experience)

Depicted as being difficult to understand/ not clear information presented in the table (it is not clear if that amounts of money are expressed in Ron or Euro and it is not clear how it is calculated DAE according to the loan period)

Information presented in the table was perceived as less relevant since not offering a customized information like some sites on the internet the client has not possibility to see the rate for the needed amount of money

Depicted as conferring vividness and playfulness to the overall catalogue layout rather than being useful in the process of acquiring the

product Majority of respondents proved to

pay less attention to cartoons.

Counsels and ingenious practicesthought of for the smart ones.

(Povete si manevre iscusite pentrudescurcareti chibzuite)

SimulationTables

Cartoons that indicatethe process of acquiring

the product


12/15


13/15

ING 13

Qualitative researchIn depth Interviews Structure

Light users - users of one single banking product

Heavy users - users of 2-3 banking products

Light usersMales45-55+IDI 12

ING Bank &Competition

Heavy usersFemales45-55+IDI 11

Heavy usersMalesIDI 10

Light usersFemales36-45+

IDI 9Light usersMalesIDI 8

Competition

Heavy usersFemales25-35

IDI 7

Light usersMalesIDI 6

Heavy usersFemales36-45+

IDI 5

Heavy usersMalesIDI 4ING Bank

Light usersFemales25-35IDI 3

Light usersMales18-24IDI 2

ING Bank &Competition

Light usersFemales18-24IDI 1Clients of ...Clients of ...Type of clients...Type of clients...GenderGenderAgeAgeNo.No.


14/15

ING 14

19%45-55 years old

25%35-44 years old

35%25-34 years old

20%18-24 years old

Age

2%Technical school

2%Post University

32%University

64%High school

Education

51%Female

49%Male

Gender

1%Divorced / Widow

25%Not married / Single

74%Married / Lives with the partner

Social Status

Quantitative researchSample Structure

Base: All respondents S3, S4, S5, D1

25%1001 - 1300 RON

10%1301 - 1600 RON

10%Over 1600 RON

32%701 - 1000 RON

23%450 - 700 RON

Income


15/15

Catalogul Bancar ING

Documents

Transcript of Catalogul Bancar ING