OSEKO JESCAH KERUBO

JKC-BO1-0028/2009
BACHELOR OF SCIENCE IN INFORMATION
TECHOLOGY.

I&M BANK MARKETING PLAN

PRESENTED TO: MR.AMOS ONYANGO
FEBRUARY 2011
 I&M BANK LIMITED MARKETING
PLAN
A marketing plan is designed to direct company activities towards the satisfaction of customer
needs; determine what the customer wants, develop a product/service to meet those needs, get
the product/service to the end user and communicate with the customer at a profit.

Contents:
1. Introduction
2. Situation analysis
3. Marketing strategy
4. Financial project
5. Implementation and control
MISSION:
This is the business of an organization that is, what business
are they in “to be partners of growth for all our
stakeholders”
VISION: where they want their mission to go “to become a
company where the best people want to work the first choice
where customers want to do business and where
stakeholders are happy with their investment”

Headquarters, I&M Bank Tower, Nairobi, Kenya

1. Introduction
I&M Bank Limited, whose complete name is Investment
and Mortgage Bank Limited, and is commonly known as
I&M Bank, is a commercial bank in kenya.it was founded in
the year 1974, its headquarters being i&m bank tower
Nairobi, Kenya the key people were S.B.R Shah as chairman, Sarit S.Raja Shah as executive
director and Arun Mathur as chief executive officer. The main products include; Loans, credit
cards, savings, investments and mortgages. the total revenue after tax; US dollars 14.3million in
2009.the total assets in 2009 were US dollars 520million. The bank traces its history to 1974
when Investments & Mortgages Limited was formed as a private company providing
personalized financial services to business people in the Nairobi area. In 1980, "I&M", as the
company was known at that time, was registered as a Financial Institution under the Banking
Act. Following changes in the regulations of the Central Bank of Kenya, the banking regulator in
the country, I&M became a commercial bank in 1996.

COMPANIES GOALS AND OBJECTIVES

• To maintain profit businesses in the company and to attract other new ones.
• To identify market segments and develop them fully
 • To achieve co-operate awareness through engaging in productive promotional activities.
• To set market growth shares and achieving them at the end of each set period.
• To serve customers well and to make sure they are satisfied well.

2. STUATION ANALYSIS
This is through providing relevant analysis of data on sales cost and market competition and
various forces on macro-environment.
This is usually done through providing like for example registration changes in culture that is
who is going out of the company or who is comig in into the company.
This is done to-:
1. mostly to improve the organizations business operations
2. To challane the members(company officials)to work hard to achieve their targets.
3. To bring in new techniques to the company which will in turn improve the perfomance of
an organization
4. At times its done for other various reasons like retirements,sicknessor change of work
environment.
5. But rarely it happens due to technological changes wihtin the company.

3. MARKETING STRATEGY
This is through definitions mission marketing and financial objectives and the groups and rules
that the market offering are intended to satisfy. The strategy consists of the following key steps:
A. Company mission
This is the business of an organization as quoted above that is” to be partners of growth for all
our stakeholders”

B. SWOT analysis
The aim of analysis mainly focuses on the companies:
a) Strengths
b) Weaknesses
c) Opportunities
d) Threats
We use the companies strength to exploit it is weaknesses which constitute internal government
of an institution and also use its opportunities to exploit the threats which constitute external
government of an institution.
C. Goal formation
In that the company set up what they rely want and the goal is based on the market share,
profitability and cost optimization
The aim goals are through providing the custom with
The main products include; Loans, credit cards, savings, investments and mortgages
D. Strategic formulation
This being the game plan to achieve organization goals mainly through;
a. cost strategy
b. Differentiation strategy
c. Focus strategy
Their strategic formulation mainly includes
In 2002, the present headquarters building, a 16 storey glass and steel skyscraper known as the
I&M Bank Tower, was opened on Kenyatta Avenue, in Nairobi's central business district. The
following year, I&M Bank acquired Biashara Bank of Kenya Limited, expanding I&M's branch
network, client base and assets under management.
E.Strategic implementation
This is through putting strategies into use through considering the companies structure.
key people include :- S.B.R Shah as chairman, Sarit S.Raja Shah as executive director and Arun
Mathur as chief executive officer
F .Feedback and control
The key to organization health is to examine the changing environment changes and adopt new
goals and behavior a company’s strategic fit to the environment will inevitably erode with time
because the marketing environment changes faster than the seven’s: that is strategy,
structure,system,style,skill,staff and shared value thus the company might remain efficient while
using effectiveness.
COMPANIES STRENGTHS
The company has a number of strengths which keeps it growing each given time they include:

1. Loans
The company offers loans to its customers who in turn return the loans with
interest to the company
2. Mortgages
They offer their customers and even outsiders the money in terms of
mortgages which they return at later date which is advantageous to the
company
3. Sponsorships
Through sponsoring various individuals example schools,hospitals,orphanages
it’s a strength to the company.
4. Iinternships
The company takes a stern step through in taking various individuals for training
as interns who in turn may be employed in the company or in some other
companies.
5. Other company’s strengths include:
I&M Bank Limited is a member of the I&M Bank Group of companies. The Group is a
conglomerate of businesses, primarily in the financial services sector, with subsidiaries in the
Eastern African countries of Kenya, Mauritius and Tanzania. The companies that comprise of the
Group include:
• I&M Bank Limited - Nairobi, Kenya
• The Tamarind Group - Mombasa & Nairobi, Kenya A chain of upscale restaurants in
major Kenyan cities and towns
 • General Accident Insurance (GA Insurance) - Nairobi, Kenya
• Bank One Limited - Port Louis, Mauritius (50% shareholding)
• I&M Bank (Tanzania) - Dar-es-Salaam, Tanzania (Majority shareholding)[6]
The I&M Bank Group is a leading financial services provider in East Africa, with an asset base
estimated at over US$709 million, as of December 2009. The group has operations in Kenya,
Mauritius and Tanzania

a).Branch network
As of September 2010[update], the bank maintains a network of fifteen (15) branches at the
following locations:
1. Main Branch - I&M Bank Tower]], Kenyatta Avenue, Nairobi
2. Ngong Avenue Branch - Ngong Avenue, Nairobi
3. Westlands Branch - Sarit Center, Westlands, Nairobi
4. Biashara Street Branch - Ansh Plaza, Nairobi
5. Industrial Area Branch - Changamwe Road, Nairobi
6. Karen Connection Branch - Lower Plains Road, Nairobi
7. Panari Sky Center Branch - Mombasa Road, Nairobi
8. Parklands Branch - Parklands Road, Parklands, Nairobi
9. Wilson Airport Branch - Wilson Airport, Nairobi
10. Ongata Rongai Branch - Ongata Rongai, Nairobi
11. South C Branch - South C Shopping Center, Nairobi
12. Langata Link Branch - Langata Link Commercial Complex, Nairobi
13. Mombasa Main Branch - Nyerere Road, Mombasa
14. Nyali Branch - Nyali Cinema, Mombasa
15. Kisumu Branch - Court Road, Kisumu
16. Eldoret Branch - Eldoret

b).Officers & Management

The Chairman of the Board of Directors of I&M Bank Limited is S.B.R.Shah, one of the
non-Executive Directors. Sarit Shah is the Executive Director and Arun Mathur is the
Chief Executive Officer of the bank.
c).External links
• I&M Bank Homepage
• Bank One Mauritius Homepage
• I&M Bank Limited and Nakumatt Introduce Pre-Paid Debit Visa Card
COMPANIES WEAKNESSES
Like any other organization there exist a number of disadvantages to accompany which acts like
a disadvantage to accompany. I&m bank has a few numbers of weaknesses they include:
1. System hacking
The weakness comes up as a result of attacking the main server of the company but it rarely
happens since the security is well taken care of.
2. Unreturned financials
Like for example an individual may fail to return the rented amount which comes as a weakness
to the company.
COMPANIES OPPORTUNITIES
This is what actually makes accompany to continue developing this includes
1. Company’s expansions
The organization has been able to open more branches countrywide which enables it to
work well.
COMPANIES THREATS
Like any other organization there are a number of thing which tend to threat the
organization .for i&m they include:
1. Competition
There is a number of competing companies that is other banking organizations.
2. Technology
Due to the world’s first changing and expanding technology this organization is being
threatened in that one day its services may need to change
1. FINANCIAL PROJECT
This includes the sales focus on expenses focus, break-even analysis on the revenue side the
projection shows the focus volume by month and product category.
In 2007 DEG and PROPARCO, two leading International development financial institutions,
invested approximately US$4.5 million to acquire 11.96% shareholding in I&M Bank. That
shareholding was later increased to 21.7% by the investment of another US$17 million.
In 2008, I&M Bank acquired a 50% ownership in First City Bank Limited (FCB) of Mauritius.
FCB has since rebranded itself as Bank One Limited. In 2010, I&M Bank acquired a
controlling shareholding in CF Union Bank of Tanzania. CF Union Bank has since rebranded
into I&M Bank (Tanzania). The owners of I&M Bank have declared their intentions to continue
their expansion throughout the region. The bank is a large financial institution in Kenya, with an
estimated asset base in excess of US$520 million, as of December 2009. It serves the banking
needs of large and small business customers as well as individuals, with emphasis on large
corporations. The bank is partly owned by PROPARCO, the French Development Agency and
DEG the German Investment & Development Company. Both those institutions jointly 21.7% of
I&M Bank Limited
6. IMPLEMENTATION CONTROL
Through monitoring and adjusting implementation it set out the goals and budget at each so that
managers can view each period result and take corrective action as needed

I &M bank Marketing Plan Outline

Introduction
WHO is the company, principals, employees, community?

WHAT is the product/service, what is the company's goal?

WHERE is the plant to be established

HOW does the company intend to meet its objectives, production levels, sales volumes?

WHY was the product/service developed, what are its attributes or qualities, and how is it
superior to existing products?

Target Markets
• What is the company's initial proposed market?
• local
• provincial
• western provinces
• national
• How does the company fit in the chain of basic markets?
• consumer
• industrial
• government
• international
• supplier
• manufacturer
• wholesaler
• What are the target market boundaries?
• by consumer group
• geographically
• Define the dollar value of total potential sales within the proposed target market.
• Describe the targeted user groups by age, gender, lifestyle, values (major customer
groups).
• Define the company's sales level objectives and what percentage of total market share
they represent.
 • Describe how planned production capability compares to proposed market demand.
• Outline any outside influencing factors which may affect the marketability of the product,
and how they can be overcome:
• packaging/labeling regulations
• GST (effect on consumer price acceptance)
• buyer preferences
• technology changes to production (extrusion method)
• Describe when the product/service is usually purchased; on impulse or as a regular.. Does
the proposed marketing strategy address these trends?
• Who usually does the purchasing of the product/service? Who makes the purchasing
decision? Is the marketing strategy properly directed to this group?
• Describe the varieties of the services available:
• by flavor
• by size of package
• What are the services for each of the above?
• Where is the services normally offered?
• Businesses
• Big stores stores
• convenience stores
• hospitals
• bars
• vending machines
• schools
• any other places
• Are the marketing efforts properly targeted to these locations?
Market Demands
• Who is the competition?
• What are their services?
• How does this service compare by quality, price and variety?
• What percentage of the total market does each competitor enjoy?
• What can this company realistically expect to obtain as market share (provide sales
forecasts)?
• What does the public normally demand from this type of service? Does it meet these
demands?
• Does the packaging emphasize the qualities of the service?
• What level of sales growth is anticipated over the next three years? Can the plan deliver
the production levels necessary to support this growth?
 • What are the company's long range plans?

Services Pricing
• What is the consumer acceptance price range for this type of service?
• How does the proposed service's price compare?
• Does the price allow for freight, projected profit, price fluctuations in the market place
and consumer interpretation of value?
• Are coupons or rates being considered to promote consumers to try other flavors, etc.?
• What is the service cost breakdown?
• Costs of service offered
• direct labour
• Operating expenses
• selling expenses
• communications expense
• general and administration expenses (including freight)
• What markups are allowed at each level of distribution (markup chain and channel
pricing)?
Distribution Channels
• How does the company plan to get the service to the end user?
• What channel of distribution is to be used?
• direct—manufacturer to consumer
• one stage—manufacturer to retailer to consumer
• traditional—manufacturer to wholesaler to retailer to consumer
• multi-stage—manufacturer to broker to wholesaler to retailer to consumer
• Who/what company will carry out the distribution?
• Are commissioned salespersons to be used?
• What are the costs associated with the proposed distribution channels?
• How do these channels affect delivery/production time frames?
• What are delivery terms?
• Does packaging meet regulatory agency requirements?
• Is packaging eye appealing?
• Is there a method for feedback on customer satisfaction, quality control?
• What minimum shipping orders are required? (cost efficient)
• What minimum inventory levels must be maintained to ensure no loss of sales due to late
deliveries, back orders, split shipments?
• What system is to be used for processing orders,?
 • What trade terms will be offered?

Promotions/Advertising
• Describe the company's "communications package".
For example:
• advertising
• selling
• sales promotion
• publicity
• How much is budgeted in Year 1 in each category?
• Advertising
• What percentage of each media is to be used in your overall advertising package?
• television
• radio
• newspapers
• magazines
• billboards
• business cards
• co-operative advertising with wholesalers/retailers
• other
• Selling
• What type of sales persons are to be used?
• What tools are to be provided to salespersons to assist getting orders (volume discounts,
purchasing shelf space, etc.)?
• Will a sales training program be offered?
• How will sales effectiveness be measured?
• What incentives will be offered to salespersons for new accounts, achievements?
• Sales Promotion
• What sales promotion activities are planned?
• point of purchase displays/sales aids
• samples
• coupons
• What costs are associated with each?
• Publicity
• How does the company plan to "kick off" the introduction of the service using publicity?
• endorsements
• testimonials
• referrals
• truck signs
• consistent visual theme