Market and competitor analysis

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using in-depth market analysis, precise definition of the target audience, and selection of promotion channels and tools with an audience focus.
About the client
The Internet bank provides B2B services online and offline. It is represented in 31 regions, covering key cities - Moscow and St. Petersburg. The bank's target audience is owners of micro and small businesses with a turnover of up to 100 million rubles per year.

Key tasks
The Ingate Performance team structured the tasks into levels:

Business:
increase the number of small and micro-business clients who use RKO, acquiring and business lending services.

Marketing:
conduct research on the target audience;

launch a brandformance campaign.

Communication:
develop brand positioning;

develop a communication message;

develop creatives for an advertising campaign.

Media tasks:
increase bank recognition;

build brand perception as a bank for small and micro businesses;

attract leads to key products: RKO, acquiring, lending.

— We analyzed knowledge in the banking category, and philippines telegram data only four leading banks are in the top-of-mind among entrepreneurs, with whom we cannot and will not compete under the current budget. Among niche banks, which, like our client, direct communication to entrepreneurs, there is only one player with a high level of suggested knowledge.


Irina Vilklish-Golovina, Ingate Performance Strategist