To seek out new opportunities in the current market, we have to discover the potential target customers and generate a specific marketing strategy to attract them. Also, we would build up an entire brand image for Mega bank, and launch a digital product to help customers manage their wealth efficiently.
Mega Bank needs to find out the possibility in the current market.
The first step we need to do is confirm target customers and analyze their investment tendency.
'' The Millennials'', people aged 19-39 (born between 1980 and 2000), are regarded as the significant power in the next generation. It is divided into two groups based on their financial status. However, the current financial market primarily focuses on Low Investment Group, and the marketing strategy is Small-Amount Investment.
H.E.N.R.Y. is a relatively flexible group in the current financial market. Most of the brands still ignore this group as potential customers because H.E.N.R.Y are relatively more cautious about their financial management situation. To find out what kind of strategy can indeed attract them, we survey to collect fundamental data.
High Earner, Not Rich Yet.
We also interviewed 15 people who are defined as HENRY to know more about their investment situation and generate a persona to describe their personalities.
Base on the interviews, we divided the customers into four different groups to find out their requirements.
It made all the pain points more precise, and it can also assist us in focusing on users' needs.
Above all the data and results above, we develop four ways to attract HENRY to try out the new product
Provide examples and Lower the standards to attract customers
Produce differentiation to impress users
Digitize advantages and evaluate customers'
self-conditions
Provide knowledge and tell customers that small amount also can make a vast fortune
Because MegaBee is a brand-new product for the financial market,
we hope the brand character may become the most significant impression of all the customers.
To promote the new product, there must be a character that can express the brand value and represent a brand image of its product. So we design ''Mega Bee'' as a helper of all the customers, which provides professional information and support costumers to reach their goals.
People who belong to H.E.N.R.Y have various personalities, but the unique visual system easily attracts most of them. We developed illustrations that are friendly than typical bank image, but not as childish as the current digital products, which aim at lower age groups.
We aim at creating a brand that people can simply know it and obtain feelings of warmth and trust. Thus, we made the layout more clear but enchanting. We hope experiencing this product is more like enjoying a story tale instead of reading financial rules with just several pictures.
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The inner pages provide users' detail financial information and analyze their financial situation.
By visualizing the complicated contents, it can motivate users to review their progress more frequently.
