APPLICATION OF MARKETING STRATEGY IN A GLOBAL COMPETITION IN THE DINAR BANK INDONESIA PT (ISIT 2014)
APPLICATION OF MARKETING
STRATEGY IN A
GLOBAL COMPETITION IN THE DINAR BANK INDONESIA
PT
Kartika Yuliantari
Akademi
Sekretari dan Manajemen Bina Sarana Informatika
Kartika.kkj@bsi.ac.id
Abstract - The World
national banks are required to be more careful in
dealing with the rate of inflation by applying a variety of strategies in order to manage
the management company can survive and still
make a profit in the pressure of the economic crisis. Management of marketing
management becomes very important in order to face the competition in interest rates, ease of banking facilities,
as well as customer satisfaction indulge into
things that absolutely must be run to achieve marketing
objectives. Based on the background
of the problem, the authors try
to formulate the problem of marketing strategies implemented by PT
Bank Dinar (Persero)
Tbk so as to compete in the global banking
industry and how
PT Bank Dinar
(Persero) Tbk in
an effort to retain customers.
The method used by the research method. The
result of this research is marketing
strategy Dinar PT Bank has implemented the
development of the marketing mix evolution
(marketing mix) 4P, namely product, price,
location, promotional activities and in maintaining Dinar
Bank customers are
able to create products inovasti
and interesting so
that it can make its customers
interested. The use of the internet in Dinar
Bank as a global
IT standards, provide
a low-cost interactive channel for communication
and data exchange with employees, customers, suppliers, distributors spread all over the world, so as to expand market share, and increase profit
margins.
Keywords: Marketing strategy
I. INTRODUCTION
1.1. Background
When the financial crisis that occurred
in 1997, in which this crisis has brought
a considerable impact on the overall exceptional banking
system in Indonesia. Bank Indonesia to tackle inflation that occurs as a result
of the financial crisis by raising the benchmark interest rate (BI rate) from 5.75%
to 6.5%. Therefore, banks are working hard to
hold deposits of public funds with
various strategies to keep liquidity remains
safe.
Seeing this
condition, the national banking
world required to be more cautious
in dealing with the rate of inflation
by applying a variety of strategies
in order to manage
the management company can survive and still
make a profit in the pressure of the economic crisis. Management of marketing
management becomes very important in order to face the competition in interest rates, ease of banking facilities,
as well as customer satisfaction indulge into
things that absolutely must be run to achieve the
marketing objectives of a bank.
The marketing strategy is the key factor in any banking market their
products as well as maintain the loyalty and trust of its customers so as not
to transfer funds. More and more banking products are in demand by the public,
it will provide greater benefits for a bank. Because of the great importance of
the role of marketing, then any part of the marketer or marketing of a bank
should thoroughly understand the proper marketing strategies that can be
applied to gain the trust of the customers. Marketing strategies is one key to
the success of banks, especially private banks.
Through creative and innovative
strategies, would be an extraordinary step for delivering financial institution
to achieve the bank's goals. Thus, financial institutions that implement these
strategies will assist agencies in achieving a good performance to get local
and international awards.
However, the strategy is
determining should be steps performed by financial institutions in achieving the target. By
implementing marketing strategies with maximum bank, then the bank will be more
likely to reach the goal. One of the National Bank is also implementing a
marketing strategy that is well planned Dinar PT Bank Indonesia was first
established under the name PT Liman International Bank in 1990.
1.2. Problem Formulation
Based on the background of the problem, the authors try to formulate
the problem as follows:
1. What is the marketing
strategy implemented by PT
Bank Dinar (Persero)
Tbk so as to compete in the global banking
industry?
2. How to PT Bank Dinar (Persero) Tbk
in an effort to retain customers?
1.3. Research Methods
The research method that
I use is a qualitative method
and data collection by using the research
method of source
Dinar Bank Indonesia
and the method library.
II. THEORY
2.1. Definition of Marketing.
Marketing is a social process
in which managerial individuals and groups obtain their needs and
desires by creating, offering
and exchanging something
of value to each other. This
definition is based on the core concept, namely
the needs, desires and demands; markets,
marketing and marketers.
The purpose of marketing is to know and understand the customer so that the product is on
sale and will fit
according to the customer's wishes,
so the product can be sold by itself. Ideally
marketing cause customers ready to buy so that should be in the next
Think is how to
make these products available. Definition of marketing by some experts is defined as:
1. William J Stanton, stating
that:
Overall internal marketing is
related to business activities that aim to plan, pricing,
promoting and distributing
goods and services
that will satisfy
the needs of both the buyer and the buyer
that there is a
potential buyer.
2. Philip and Duncan. Marketing
covers all the steps
used or needed to put tangible goods to consumers.
3. American Marketing Association. Marketing involves the conduct
of business activities are
directed at current commercial flow of goods and services from
producers to consumers.
The main function of marketing activities carried out why:
1. To provide information
about the products sold by the company.
2. To influence consumer
buying decisions.
3. To create
the economic value of the goods.
2.2. Marketing
Strategy
According to Armstrong and Kotler
(2000: 5), marketing
is "a societal
process by the
which individuals and groups Obtain what they
need and want through creating, offering and
freely exchanging products and services of value with others".
While understanding the marketing strategy according to Armstrong and
Kotler (2000: 37),
"The marketing logic by the which the
business unit hopes
to Achieve its
marketing objectives".
According to Guiltinan and Paul
(1992), the definition of marketing strategy is a
statement of the principal about
the impact that is expected to be
achieved in terms of demand on the specified target
market. Main activities of marketing
or also called the
marketing mix is an enterprise device consisting
of 4 variables
ie product, price
structure, promotion and distribution channels in
order to determine the level of success
of a marketing company that
can give satisfaction
in meeting the needs of consumers
who selected or
market segment expected.
Marketing activities of the bank is
actually not much different from marketing activities to other business sectors,
such as manufacturing industry, business service sector, and others.
Banking is one type of service industry, so the concept of marketing is
more likely to follow the concept
to product service.
What distinguishes banking with other service industries are many rules and
regulations that restrict the use of marketing concepts,
given the banking industry is strongly
influenced by the level of public
trust. Marketing activities
are related to the overall internal business
activities that aim to plan,
pricing, promoting and distributing goods and
services that will
satisfy the needs of both the buyer and the
buyer that there
is a potential buyer.
Main activities of marketing or also called the marketing mix is an enterprise
device consisting of 4 variables ie product, price
structure, promotion and distribution channels in
order to determine the level of success
of a marketing company that
can give satisfaction
in meeting the needs of consumers
who selected or
market segment expected.
2.3. Marketing
Mix
Kotler (2000)
defines that "the
marketing mix is the group marketing tips used by
the company to achieve its marketing objectives in the target market".
Jerome Mc-Carthy in Tjiptono
Fandy (2004) formulated
into the 4 P's of
marketing mix (Product, Price, Promotion
and Place).
Bank marketing strategies are usually based on the marketing mix or marketing mix consists
of 4Ps, namely:
Strategy 1 Product
Strategy 1 Product
Banking products are instruments / devices that are
bought and sold by banks. Products purchased by the bank are very
many in number, because the bank can create
various types of products
according to customers' wishes.
Bank products consist of demand deposits,
savings deposits, earning credit, consumer credit, remittances / transfer, collection,
defosit safe box,
ATM, etc.
Banking is one type of service industry, so the concept of marketing is more likely to follow the concept to product service. What distinguishes banking with other service industries are many rules and regulations that restrict the use of marketing concepts, given the banking industry is strongly influenced by the level of public trust. The ability of understanding the products and processes or procedures the banks are no longer adequate to be able to sell the products that are currently more complex to customers are getting smarter. Therefore, the sales clerk today should be more understanding of other things beyond just selling a product. They need the ability to build relationships with customers, determine customer needs, and foresight combine how and why the bank's services and products can be a solution to the problems being faced by each customer.
Strategy 2: Price
an element that is not less important, in the context of the price is the price of the
product itself, including the stimulus
rebate / discount or special price pototngan,
or other payment
systems are arranged
periodically or pay
by installments is
part of the element of price that is not less important
in supporting the process of success
of marketing the product. In
setting the price, to the posts
of the deposit liabilities of third party funding (TPF) pursued
as low, whereas for
the posts of assets is the highest credit
strived to avoid negative
spread.
Strategy 3: Location
(Place)
the marketing
channels, market coverage, grouping,
location, inventory and transportation, where
the location / position of the (branch office or
other contact point) and a good strategic
to the success of the process will be a lot of sellers.
In the banking business, as one of the types of
businesses that offer services, network marketing is
more focused on the difference in function control of banking
and trade execution services are determined based on consideration of the organizational structure, the division of
the territory, as well as the authority to make decisions. Thus, the banking
business is known by the central office, main
branch, branches, cash offices and so on.
Strategy 4: Promotion
is the process
of introducing a product in a certain way, such as special sales promotion, advertising,
sales force, public relations (public relations) and marketing directly to our products
known to many customers. This process is very important in building the image of
products that have a high selling power. Almost the same as the strategy for
the promotion of products of industrial goods manufacturing, also known in the banking
business promotion strategies that dipilihan use under the conditions prescribed.
Thus, the banking business is also known existence of promotion mix (marketing
mix), which includes:
a)
Advertising / Advertising
b)
Sales promotion / sales promotion
c)
Personal selling / sale of individual
d)
Publicity / publicity
III. RESULTS AND DISCUSSION
Actually some of the bank's marketing strategy is not much different from other product marketing strategies. It's just the bank's marketing strategy is usually based on the 4 things that becomes an important part of this strategy for maximum support. The things mentioned are product, price, location and promotion.
The concept of bank marketing is
actually not much different from the concept of marketing to other
business sectors, such as manufacturing industry, business service sector, and others. Banking
is one type of service industry, so the concept of marketing
is more likely to follow the concept to product
service. What distinguishes banking with other
service industries are many
rules and regulations that restrict the use of
marketing concepts, given the
banking industry is
strongly influenced by the level of
public trust.
PT Bank Dinar
(Persero) Tbk is
a bank headquartered in Jakarta, and a conventional private bank in Indonesia. PT
Bank Dinar has
the vision and mission of Indonesia Tbk
PT Bank Dinar
Vision: To be the bank that is healthy, strong, and profitable for all stakeholders (Stakeholder)
Vision: To be the bank that is healthy, strong, and profitable for all stakeholders (Stakeholder)
Mission: To take
part in the progress of the business
world as a manifestation of support to the development of the national economy
In the midst of global and
national economic conditions are
not conducive, PT
Bank Dinar (Persero)
Tbk tetapmemiliki new passion and commitment in the company's
future business development. The spirit of this development
of which has been proven to increase
the authorized capital of Rp 50 billion to Rp 200 billion
and increasing the number of paid-up capital of Rp
41.5 billion to
Rp 125 billion. For further development
of the future will still be additional
paid in capital of USD 75 billion, so the amount
of paid-in capital to Rp 200 billion. Planned
additional capital will be done through an IPO.
The more critical and
public modernnnya for service quality in the banking sector is necessary
for the success of the national bank. One
of the Dinar Bank Marketing Strategy is effective
immediately improve itself to immediately work to
improve services to the community. Surveys have shown that
customers often will
complain if the service
quality procedures seem less
structured finance transactions. Bank Marketing
Strategy Dinar is also necessary to avoid
complaints related to the difficulty of getting information and complaints against
the value of the products offered
facilities.
Along with
the changing times and demands of the market are
in line with the development of consumer behavior and marketing
intelligence experts, to be able to compete
in the national banking
industry, according to the author of the analysis, PT Bank Dinar has been applying evolutionary
development of the marketing mix (marketing mix) 4P, which
is as follows:
1. Product
What is meant by a product strategy is a device that is
intended for sale and purchased
by the bank. Market
the bank's products is a part of the bank's activities that could be considered
very important. This
will be very important in increasing the income
for the bank itself. More and more products are
in demand by the public, then it certainly would
also provide the
amount of income a larger company
pula.Dalam this case the bank can create products inovasti
and attractive so
that it can make the customers interested. Some
products can usually be bank funds, credit, and services lainnya.Ketiga
that is much
needed by the community and
are usually more diverse selection of products will allow customers to choose the most appropriate one. Dinar Bank has a lot of products services to
customers where all the components of the
performance of these services can
be arranged to create value for
customers.
Products Dinar Bank, among others, namely:
a.Retail Banking
1)Savings Bank
Taman and saving Dinar
Third-party funds investment products
denominated in dollars for individuals with ease
of transaction and attractive benefits.
2)
Bank Giro Dinar
Investment products are third-party funds in Rupiah for individual
and non-individual funds withdrawal can be made
at any time by using the
Cheque / Bank
Giro Dinar and
can be used as a medium of
payment. The advantages that can be gained
customers:
- Demand deposits denominated
in Rupiah
- Obtain current
account interest
- Professional service
and ease of transaction
- Report monthly
transaction mutations can be taken Dinar
Bank branch or
sent according to customer demand
3) Bank Deposit Dinar
is a third-party fund
investment products with a certain period in
Rupiah for individual and non-individual with the value of the investments to grow and safe. The advantages that
can be gained customers:
- Deposits denominated
in dollars.
- Interest Rate Competitive
and attractive
- 1,3,6,12-month placement
period
- Extension of the
deposit with the Automatic
Roll Over (ARO)
- Freedom to choose to put deposits to
the principal deposit or transferred to Checking
Accounts/ Savings
- Placement of deposits
can be made in
all branches of Bank Dinar.
b. Bank loans Dinar
In general, the credit facility with
Bank Dinar can be classified
as follows:
1) Consumer Credit
Loans granted
to individuals and can be
submitted as a group, for consumptive purposes (not business) and private
investment sources of repayment are not the result of the repayment of the
financed object.
a) Credit multi-use
Credit facilities granted
to meet the working
capital needs of both individuals
and companies. And is specific
as to finance inventory
/ receivables /
project or other
special needs according to the evaluation of feasible
Bank financed.
b) mortgage
c) Vehicle Loans (KKB)
2) Working Capital Loan
Credit facilities
granted to meet
the needs of working capital used
up in the business cycle or working capital requirements of a specific nature. However, it is
not limited to investment
finance / accounts
/ projects and
or other special needs, which according to the
evaluation of the bank deserves
to be funded.
3) Investment Credit
Credit facilities granted
to finance the capital
goods in the context of rehabilitation, modernization, expansion, establishment of new projects and the
related investment or particular needs;
4) Bank Guarantee
c. Services
1) Real Time Gross Settlement (RTGS)
2) National Clearing System (SKN) Bank Indonesia
3) Safe Deposit Box (SDB)
4) Foreign Exchange Trading (PVA)
Product Dinar Bank services can be considered to have notice accompanying attributes, such as: systems, procedures and services.
1) Real Time Gross Settlement (RTGS)
2) National Clearing System (SKN) Bank Indonesia
3) Safe Deposit Box (SDB)
4) Foreign Exchange Trading (PVA)
Product Dinar Bank services can be considered to have notice accompanying attributes, such as: systems, procedures and services.
2. Pricing Strategy (Price)
In matters relating to pricing strategies can be pursued through low pricing for deposits with a third party (DPK), while to anticipate the negative spread, the bank can seek costs remain affordable high-tingginyatapi customers for the cost of credit. This step is a solution to compensate for the low cost savings and loans.
Transform Savings Bank Cash Back Dinar in advance of 17 million, a period of 8 months, the savings rate of 4.5% pa
In matters relating to pricing strategies can be pursued through low pricing for deposits with a third party (DPK), while to anticipate the negative spread, the bank can seek costs remain affordable high-tingginyatapi customers for the cost of credit. This step is a solution to compensate for the low cost savings and loans.
Transform Savings Bank Cash Back Dinar in advance of 17 million, a period of 8 months, the savings rate of 4.5% pa
Table 1: Savings in Bank Dinar Upfront Cash Back
|
Nominal Placement (IDR)
|
Term Savings
(Months)
|
Upfront Cash Back
(nett) (IDR) |
|
100.000.000
|
6
|
1.800.000
|
|
250.000.000
|
6
|
5.000.000
|
|
580.000.000
|
8
|
17.000.000
|
While the current
account opening Individual
initial deposit of Rp 1.000.000, - the
minimum balance to
settle RP 500.000, - while the initial
deposit of Rp 2.000.000, - minimum balance
to settle RP 1000.000,
- with a nominal
minimum deposit placement Rp 8.000.000, -
Dinar Bank, there are two types of loans and
borrowers as needed. Interest rates are relatively mild, the loan limit
is relatively large, and ease requirements
for customers who want to make the
process of borrowing. Individual or Business Credit Requirements include
a minimum loan amount
of 100 million and
a maximum term of 10 years. Lending Rate
(prime lending rate) (Prime Lending Rate) based on business
segments per August
31, 2014 corporate loans, retail
credit, micro loans, consumer loans (mortgage and non-mortgage) is
12.88 percent per
year. Lending Rate (prime lending rate) is not yet take into account the risk premium component whose magnitude depends on the bank's risk assessment of each debtor.
Thus, the amount of lending rates charged to borrowers is not necessarily equal to the prime lending rate. Consumption in non-mortgage
credit does not include provision of funds through credit cards and
unsecured loans. Credit disbursement
in 2011 was Rp 120,693
million and lending
continues to rise in the year 2012 in
which credit is given to reach approximately USD 242 557 million or
approximately 100.97% percentage growth. This
trend continued in
2013, in which the position of loans extended in June 2013 have reached USD 389 399 million, an increase of 60.53% compared to the
end of the year 2012.Dana Third Party in 2011 was
Rp 116,749 million, total deposits in 2012 had
a significant increase in the amount of
104.98% to Rp 239,320
million, even in
the position of total deposits in June 2013 have reached USD 417 394 million or
74.40% has been increased
from the end of 2012.
3. Location (Place)
Location is also an important part of this marketing
strategy. in the banking
world, the location is usually a headquarters, branch offices, branches,
cash offices, and so forth. As an institution that offers the services, the
bank was in dire need of control
functions for monitoring
the implementation of the bank's services trade. In
this case can be
considered on pertimbagan-consideration
of the organization, the region, and others. Dinar
Bank conditions with
the presence of new investors has
had a new passion and commitment in the company's
future business development evident in just 4 years
Dinar Bank has
expanded its business by increasing sub-branches and cash
offices. Dinar Bank headquartered in Jl. H.
Juanda No., 12 Central
Jakarta and has a branch office in Jl.
Slompretan No.3-5 Surabaya branch office
Candranaya West Jakarta, Pluit KCP, KCP Mangga Dua, Kelapa Gading KCP, KCP Castle,
and the Cash
Office Cash Roxy
K., K. Cash
Commerce, K. Cash
and Metro Tanah
Abang this will continue to grow. With the increasing number of offices in
various places can
bring the bank to its customers.
4. Promotion.
In terms of this promotion bank
must also consider appropriate
strategies so that what the
agency hopes to
achieve. Promotional activities are conducted over
the communication activities and the design of
incentives to build the desired customer perception
Dinar on specific
services to be provided. Promotional activities on the bank's products and
services are generally done through:
a. Marketing
Every part
of marketing a bank must be completely determines the appropriate bank marketing
strategy, with the
hope to earn the trust of the customers
or clients. Dinar
Bank marketing team
can provide banking
services in a professional, creative service excellence in accordance with customers'
banking needs of both product funding and lending
products are becoming
a superior product.
b. services
The most important thing in marketing management of banks
is how a bank can treat both new and existing customers
that still exist and are loyal to
the bank. So to
be able to treat these
clients need a good marketing planned, starting from the front
office personnel keramatamahan
bank concerned. Because of where the customer
loyalty to banks formed, if the customer is best
served then otherwise
he will feel
very comfortable because
it is very appreciated by the bank tersebut.Bank Dinar
has been providing services with skill, good
performance according to the needs of our customers and banking transactions very concerned about accuracy , with
emphasis on speed and good friendly service
so that it can support the banking transactions. The Company also monitors consistently and regularly to ensure that the
corporate culture has been conducted in accordance corporate governance
and universal principles.
The ability to sell or commonly known as "Selling Skills" on a very
complex situation at this time is a
huge challenge because
of increasing competition and the
growing knowledge of customers
in the financial services
industry, the focus of success
has changed from a
product approach and "special offer today" be a consultative approach, ie where the officers
were directly related
to customers' need to be equipped
with the ability to listen, understand customer needs, and a good selling technique.
c. Promotion
Gadgets Dinar
savings is one of
the products of the Dinar Bank Indonesia for
general customers and the community as a
form of consistency Dinar Bank Indonesia to
provide the best service
and promos to customers. Administration fee, Gifts Direct Savings
Dinar with saving
ranging from 10
Million
.
Table 2. Gifts Direct Savings Dinar
|
Nominal Savings (IRD) |
Prize Type
|
Block Placement Period
(Years)
|
|
10.000.000
|
-
Blackberry Q10
-Ipad
mini 16 GB
|
10
|
|
30.000.000
|
-
Samsung Galaxy S5
-
Samsung Galaxy Note 3
-
Iphone 5C 16GB
|
5
|
|
48.000.000
|
-
Samsung Galaxy S5
-
Ipad Mini RD 32GB
-
Ipad Air 16GB
-
Iphone 5S 16GB
|
3
|
d. Physical Evidence.
Required certainty of
adequate facilities, good parking facilities, vehicle security and availability
of various special checkouts such as payments
for utility bills, and so on. In addition, the physical support used
in the dinar bank
serving customers also meet the standards. Judging from adequate office buildings
and supporting infrastructure.
Automatically assigns a positive
perception of the Dinar Bank
that will further give confidence and
comfort to customers across Indonesia.
e. Dinar Bank facilitate
the use of the internet as
a global IT standards,
provide a low-cost interactive channel for
communication and data exchange with employees, customers, suppliers, distributors
spread throughout the world,
in addition to introducing the global community on
the products that can meet their needs, so as
to expand market share, and
increase profit margins
with the website address in www.bankdinar.co.id. Internet can increase market
share, lowering the cost of
communication and distribution, which in turn can increase the profit of
the company. Information technology
in the banking world with Internet usage can
Dinar Bank increasing
use of the Internet and web technologies to create
a global application in order to meet the needs of global business through ATMs, e-banking, m-banking. Dinar Bank
can adapt their
external messages to its
customers in order to fit with
the local state or regional conditions
thus enabling significant cost savings, consistency of message in the global
market, the effectiveness of
communication, cohesion and
identity of the company
IV. CONCLUSION
1. Along with the development and market demands are
in line with the development of consumer behavior and marketing
intelligence experts, to be able to compete
in the global banking
industry, according to the author of the analysis, marketing strategy Dinar
PT Bank has
implemented the evolutionary development
of the marketing mix (marketing
mix) 4P, namely product,
price, location, promotional
activities.
2.
In keeping with the Bank's customer Dinar was able to create
products inovasti and attractive so that it can make the customers
interested.
3. Dinar Bank in matters
relating to pricing strategies can
be pursued through low pricing for deposits
with a third party (DPK),
while to anticipate the negative spread,
the bank can still
pursue an affordable cost to the customer
credit costs.
4. Promotional activities
undertaken Dinar Bank
is designing a communication
event and incentive to build the desired
customer perception Dinar on specific
services to be provided through marketing, service,
promotion, Physical Evidenc, the use of the
internet.
5. Internet
usage in Dinar Bank as a global IT standards, provide a
low-cost interactive channel
for communication and data exchange with
employees, customers, suppliers,
distributors spread all over the world, so as to expand
market share, and increase
profit margins.
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Jakarta
[2]
Keegan, Warren J.,
1996, Global Marketing Management: Interpreting, Alexander Sindoro Volume
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[3]
Kotler, P. Marketing
Management 1995; Analysis,
Planning, Implementation and Control. Volume I,
eighth edition, Publisher
Salemba Four, Jakarta.
[4]
Kotler ,Philip, Hermawan Kartajaya and 2002,
Rethinking Marketing; Sustainable Marketing Enterprise
in Asia. Jakarta:
Prenhallindo.
[5] Widyatmini, 1995, Introduction to Business, Fourth Edition Prints 1,
series, Depok, diktat
Lecture Series: Gunadarma.
Author - The author's
name is Kartika Yuliantari, born in
Yogyakarta. Completing one level graduate
education at the School of Economic Cooperation Yogyakarta
and completed post-graduate
in Economics, University of Trisakti Megister. Worked
as a lecturer at
the Academy Secretary and Management Bina Sarana Informatika.
