top management seminar, japan 2010

Challenges and

Innovations for the new

growth Strategy

The Fourth Top Management SeminarThe Fourth Top Management Seminar

Latest Marketing Activities

for the retail business

by Peninsula TokyoSeptember 14th , 2010

Index

Innovation & Marketing in retail business

BBVA Who we are . Facts & Figures

cases

Get the most!N.I.C.E.Future of ATM

Future challenges Let´s keep it simple

USALEADING FRANCHISE

IN THE SUN BELTAsia/China

STRATEGIC ALLIANCE

SPAIN1ST / 2ND

LATAM1ST / 2ND

MEXICOMARKET LEADER

BBVA GroupKey data (March 2010)

48 Million

(happy) customers

48 Million

(happy) customers

Staff

103.000

Staff

103.000

BBVA GroupKey data (March 2010)

553,922553,922Total Assets (€m)Total Assets (€m)

7,469 branches 7,469 branches 59.278.000.000.000

95

SAN

66,2

BNP

47,740,8

CS

39,3 38,436,2

28,730,7

18,5

39,535,5

BBVA ISP UNI SGUBS BARC DB RBSCA

Market Capitalization(€ Billions, 31st December 09)

BBVA positioned among

the most important banks of Europe

BBVA’s net profits(€m, excl. one-off items)

21,7

2002

31,4

2003 2004 2005 2006 2007 2008 2009

83,1

60,8

75,2

63,1

-28,6

44

Profits peer group banks(€bn, excl. one-off items)

1,719

2002

2,227

2003 2004 2005 2006 2007 2008 2009

5,414

3,809

4,580

5,403

2,923

5,260

* Peer group: BARCL, BBVA, BNPP, CASA, CMZ, CS, DB, HSBC, ISP, RBS, SAN, SG, UBS, LBG, Citi, BOA, JPM, Wells Fargo.

4 retail business areas

South America

Spain & Portugal

Mexico

United States

11

Present in Asia for 30 years. “Plan Asia” in 2005 and “Plan Asia II” in 2009

TokyoShanghai

Hong Kong

Beijing

TAIWAN

Taipei

KOREA

Seoul

JAPAN

CHINA

SINGAPORE

INDIA

Mumbai

AUSTRALIA

Sydney

2005 2006 2007 2008

Asia Plan’s

Started point

February

Singapore Branch Opening

July

Tokyo Branch Opening

June

Discussions on Collaboration Agreements between BBVA and CNCB-CIFH

GM, Corporate, GTF, auto finance, Private Banking, Pension Funds

Seoul RO Opening

September

Shanghai RO Opening

April

Taipei RO Opening

August

Sydney RO Opening

October

CNCB-CIFH Agreement Signing

November

Mumbai RO Opening

January

BBVA increases its steak on CNCB-CIFH

November

2009

BBVA-CITIC Auto-finance/Private Banking negotiation May

Tokyo Branch new stage in June 2005. focusing Trade Finance, involving 12 professionals.

Fukoku Seimei Bldng12 floor,

2-2-2 Uchisiwai-choChiyoda-ku (1000011)

TOKYO

Tokyo Branch

Corporate banking services for big Japanese companies and multinational core and blue clients

International Trade Structure finance & Projects. .BBVA Tokyo is structure finance leader for GTF transactions between Japan and Latin America, guaranteed by Japanese ECA’s, JBIC y NEXI.

Index

Innovation & Marketing in retail business

BBVA Who we are . Facts & Figures

cases

Get the most!N.I.C.E.Future of ATM

Future challenges Let´s keep it simple

IDENTIFYANTICIPATE

SATISFY

Customer Needs

PROFITABLY

¿MARKETING ?

44.000 branches

60,600 ATM´s

44.000 branches

60,600 ATM´s

¿44.000 branches ?

¿44.000 branches ?

<353%4 o 5

26%

> 521%

30 m2

Dynamo

DynamoBranches Branch Profyle

Enviroment -(language

Tenencia de Productos (hipoteca, nómina)

Quality Indicators:

Competition Trust

Client´s profyle(SME´s, age, children …)

Line of business

Automatization

CanalContents

Each Branch shows different contents according to their layout and

sppecific profyle : CUSTOMIZATION

Standard branch : Commercial offer according to branch´s customers profile.

Stress Branch – queues, trouble quality customers >> + entertainment, news, weather

Improve quality PERCEPTION.

¿Customers opinion on Dinamic marketing?

Pantallas

Caja

Vs.

Carteles

Retroiluminados

Dynamo vs. Poster Do you remember?

Recuerdan haber visto algún soporte de CDSe han fijado en el contenido y la

información

75% Espontáneo 50%

Recuerdan algún contenido

concreto

65%86%Sugerido

32 29 3016 16

5246 46

44 43

5 16 17

1026

1 6 5

3

89 3 3

27

7

0

10

20

30

40

50

60

70

80

90

100

Son fáciles deleer

Son formasnovedosas de

informar ycomunicar

Son originales,sorprendentes y

llamativos

Son fáciles deusar

Son útiles

No sabe

Nada

Un poco

Bastante

Mucho

¿Customers opinion on Dinamic marketing?

Pantallas

Caja

Vs.

Carteles

Retroiluminados

Se han fijado en el contenido y la

información

50%

Recuerdan algún contenido

concreto

65%86%Sugerido

Dynamo HELPS customers to know BETTER

BBVA´s products and services

InnovativeSurprising

Easy to readEasy to use

Helpful

SIMPLE

Index

Innovation & Marketing in retail business

BBVA Who we are . Facts & Figures

cases

Get the most!N.I.C.E.Future of ATM

Future challenges Let´s keep it simple

an INVITATION

and a CHALLENGE

BBVA is the first bank to challenge it’s customers

to get the most

of their bank

招待

挑戦

Our branch managers play the leading

role in the campaign

• They direct their message directly to their branch

customers and community

• They explain the concept of “getting the most of”

• They make the promise real by providing specific

commercial examples

• They invite customers for a personal consultation

Making ofMaking of UtreraUtrera San VicenteSan Vicente

Customised branch posters with specific customer numbersCustomised branch posters with specific customer numbers

Signed by each Branch Manager Signed by each Branch Manager

Campaign credibility further strengthened with localised & personalised content

get the

most

招待

挑戦

Index

Innovation & Marketing in retail business

BBVA Who we are . Facts & Figures

cases

Get the most!N.I.C.E.Future of ATM

Future challenges Let´s keep it simple

New BBVA.es

37

Migration

BBVA.es is 100% integrated w/ Bank interfaces

CUSTOMIZED

AGGREGATED

RELEVANT

SOCIAL

Index

Innovation & Marketing in retail business

BBVA Who we are . Facts & Figures

cases

Get the most!N.I.C.E.Future of ATM

Future challenges Let´s keep it simple

In 30 years, not a lot has changed

Features have been added to the ATM, but they didn´t translate to an improved experience

ATM design was traditionally controlled by manufacturers, which lead to no differentiation

Privacy

Simple intuitive

Customization

NEW USER EXPERIENCE

Vidmoma

Index

Innovation & Marketing in retail business

BBVA Who we are . Facts & Figures

cases

Get the most!N.I.C.E.Future of ATM

Future challenges Let´s keep it simple

vid

Transformation of the customer experienceTransformation of the customer experience

Simple & customized

approach

Unique customer experience

Future banking model

Customer Centric

ありがとう !