1. EXECUTIVE SUMMARY
TEAM HANKIE BANKIES
v  Problem Statement
Increase market penetration with the wealthiest
2% of the US population for a National Bank’s
Trust Services.
v  Market
Trust services comprise of 41% of the total
commercial banking services.
v ” Customer
Our target customers are high-profile rich
American homeowners who believe in living a
lavish life. They are wealthy and career oriented
professionals with an interest in travel, fitness and
other recreational activities.
v U Execution Plan/Go-to Market Strategy:
• Product: Diversify offering
• Price: Premium
• Placement: Focus on CA, Houston, Chicago
• Promotion
• Campaign 1: Targeting rich business
professionals with big families who
like spending quality time with their
loved one’s.
• Campaign 2: Targeting young
professionals planning to invest in a
new home.
MKT 465
Marketing
Project
Members
Zupeng Deng
Limai Wu
Benita Vaz
Siting Zhang
Advisor
Vincent Hope
Paul Nelson
Source
Sigma data