Develop Strategic Marketing Plan for Sampath Bank

Prepared By

Jeyachandrika Piragalathan

MBA-PIM-University of Sri Jayawadenepura

(Research Consultant & Academic Guider- 0765510111)

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 Executive Summary

Customers are making transaction through the public banks and the private bank. The third
largest reputable bank in Sri Lanka is Sampath Bank. They have strategic marketing planning for
their business operation development. In generally strategic marketing plan guide the strategic
direction of the organization.

The report was analyzed the strategic marketing planning with the Sampath Bank business
operations specifically selected brand name as Deposits. There were current position of the brand
of the market brand competes, market size volume and value, growth, consumer behavior and
competitor analysis, and pricing, profitability, and value propositions and market shares of
competitors, present positioning compared to competition, PESTLE and SWOT analysis and
identification marking objectives, segmenting, targeting and positioning, and marketing budget
and identification of KPIs and suggested plan for performance management critically analyzed
with the effective way.

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Table of Contents
Introduction......................................................................................................................................4

1. Current position of the brand.......................................................................................................4

1.1 The brand as Deposit..............................................................................................................4

1.2 Market size.............................................................................................................................5

Figure 1: Business growth of Sampath Bank...............................................................................5

Source: Annual Report, (2013)....................................................................................................5

1.3 Consumer behavior and competitor analysis.............................................................................5

1.3.1 Consumer behaviour........................................................................................................5

1.3.2 Competitors analysis.......................................................................................................6

1.3.3 Pricing and profitability...................................................................................................7

1.3.4 Value proposition.............................................................................................................7

1.3.5Market share of competitors.............................................................................................8

2. PESTLE and SWOT analysis and identification of workable opportunities...............................9

3. Quantification of opportunities via setting marking objectives.................................................12

4. Strategy development and critical justification (STP)...............................................................15

4.1 Segmentation........................................................................................................................15

4.2 Targeting...............................................................................................................................17

4.3 Positioning...........................................................................................................................18

4.4 Competitor analysis..............................................................................................................20

4.4 Brand positioning as Deposits..............................................................................................20

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5. Development of an execution plan and marketing budget........................................................23

6. KPIs and suggested plan for performance management............................................................26

6.1 Key Performance Indicators (KPI)......................................................................................26

6.2 Suggested plan for performance management.....................................................................28

Table 3: The suggested plan for performance management in Sampath Bank..........................29

Source: Author’s view................................................................................................................29

Conclusion.....................................................................................................................................29

References......................................................................................................................................30

Web References.............................................................................................................................31

Figure 1............................................................................................................................................7

Figure 2..........................................................................................................................................10

Figure 3..........................................................................................................................................15

Figure 4..........................................................................................................................................20

Figure 5..........................................................................................................................................26

Figure 6..........................................................................................................................................30

Table 1..............................................................................................................................................9

Table 2..............................................................................................................................................9

Table 3............................................................................................................................................11

Table 4............................................................................................................................................13

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Table 5............................................................................................................................................14

Table 6............................................................................................................................................17

Table 7............................................................................................................................................20

Table 8............................................................................................................................................23

Table 9............................................................................................................................................23

Table 10..........................................................................................................................................25

Table 11..........................................................................................................................................28

Table 12..........................................................................................................................................33

Introduction
The report critically evaluates the strategic marketing plan for Sampath Bank. It is third largest
reputable bank in Sri Lanka. According the strategic perspective the bank’s operation functions
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are well operating. Strategic marketing plan lead the strategic direction of the Sampath Bank.
Accordingly the report will critically evaluate the current position of the brand name as Deposit
in Sampath Bank. There are competes, market size volume and value, growth, consumer
behavior and competitor analysis, and pricing, profitability, and value propositions and market
shares of competitors, present positioning compared to competition will analyze in the effective
way.

There are marketing strategy such as PESTLE and SWOT analysis, marketing objectives,
segmenting, targeting and positioning, and marketing budget and identification of KPIs and
suggested plan for performance management will be exhibited in the report.

1. Current position of the brand

1.1 The brand as Deposit

The private sector Sri Lanka’s commercial bank is Sampath Bank. The bank operates more than
twenty five years in successfully. Sri Lanka’s top ten brands is the Sampath Bank announced by
LMD Brands Annual in 2012. Sampath Bank is accountable for the business practices. They are
giving several services to the customers such as personal banking, corporate banking and
electronic banking. Deposits (Normal Fixed Deposits, Sampath Kalin Cash Fixed Deposits,
Sampath Easy FD, FD's for Senior Citizens Sanhinda, Certificate of Deposits) are conducting by
personal banking. In current situation Sampath Bank is developing quickly because foreign
investors and the local investors are depositing short term and long term fixed deposit according
their wishes.

Vision and Value

Vision is “The Growing Force in Sri Lankan Financial Services". Value exhibits that make a
learning culture, treat all internal and external customers, inspire and promote teamwork, open to
response and demonstrate an readiness for personal development, monitor and demonstrate an
notable commitment to results, uncompromising professional and ethical standards of behavior
(The growing force in Sri Lanka, 2014)

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1.2 Market size

Considering the market size of Sampath Bank deposits grew by 24.1% to Rs 302.4 Bn mainly
focused by improved business volumes from Personal Banking as branches improved their
business volumes. The countrywide existence through their network of two hundred and twelve
branches and initiatives executed during the year such as idea were key factors that empowered
growth in deposits.

Figure 1: Business growth of Sampath Bank

Source: Annual Report, (2013)

1.3 Consumer behavior and competitor analysis

1.3.1 Consumer behaviour

Strategic marketing plan has to identify the business scope of the company’s operations.
Business scope means the company involve with the customer value of the company. Sampath
Bank’s customers are getting the customer friendly services whether any deposits or savings or loan. The
bank delivers the superior value to the customers. It creates the positive impact to the customer’s view
point. Sampath Bank is powerfully trust that focusing on needs of the customers in this manner will have
an important positive impact on the Sampath Bank brand and also demonstrate cost effective for the
Bank as they learn to do more with less resources. The table exhibits the key factors of the customer’s
service in Sampath Bank (Annual Report, 2013).
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Factor
Reduce time for waiting to the customers.
Minimize customer complaints
Customer convenience
Effective communication
Branch culture & Physical Evidence
Influence
Bank emerge the quick services
Develop standard of customer services
Simple and short procedures with less
documentation
Friendly, polite communication and telephone
etiquettes
Customer friendly environment,
professionalism and loan term relationships

Table 1: Key Factors of Customer service offered by Sampath Bank

Source: Author’s view

1.3.2 Competitors analysis

Direct competition Entire commercial Banks in Sri Lanka. The

main competitors are Comercial Bank, HNB,
BOC, Seylan

Indirect competitors Leasing , Finance, Investment and Pawning

companies
Future trends Sampath Bank plan to develop e-banking, bank
assurance, twenty four hour banking and super
market banking.

Table 2: Competitor analysis

Source: Author’s view

1.3.3 Pricing and profitability

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Assessing the pricing and profitability of Sampath Bank Deposit the growth has moderated from
18% in 2012 to 15% in 2013. Total borrowing by the Banking sector improved from Rs 804 Bn
in 2012 to Rs 1,006 Bn by December 2013 reproducing an operational change in the funding
structure of banks. The entire performance of the sector determines the flexibility and stability of
the banking segment as it sustained its development path and continued profitability in 2013 and
is predictable to achieve at a higher level in 2014 with the development in global economic
outlook. Sampath Bank embraced a selective development strategy during 2013 in reaction to the
economic conditions that succeeded during 2013 (Your point of view: Annual report, 2013).

1.3.4 Value proposition

Sampath Bank deposits have the value additions and which create the impact of the business.
Value proposition is based on the customer perception regarding the specific products or
services. Accordingly Sampath Bank has to identify more customer driven business approach.
Further Sampath Bank has to implement the innovative business process to attract the customers
specifically in the deposits sector.

Income Change Position Change %

Statement Rs. % statement
(Mn.)
Income 35,138,923 24.4 Total assets 347,631,303 12.6
Total operating 14,755,931 8.9 Total 321,058,779
income liabilities
Net operating 11,866,017 Total equity 26,572,525 5.9
income
Operating profit 4,122,267 Total liability 347,631,303
before Tax and equity
Profit for the 2,396,970
Period

Table 3: Financial forecast

Source: Annual Report, (2013)

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1.3.5Market share of competitors

H COM

HNB

SAMPATH

NDB
SEYLAN

L PABC

0 L M H

Figure 2: Strategic map of banking industry

Source: Author’s view

As mentioned the above Strategic Map refers the competitive position in terms of market share
and reputation can be identified. In Sri Lanka Commercial and HNB are foremost leading bank.
In present market the third position in Sampath Bank. According the scenario the major objective
of Sampath Bank has to catch the market with higher market share and market reputation as well.

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2. PESTLE and SWOT analysis and identification of workable opportunities
The company’s external environment analyze through the PESTLE analysis. There are Political,
Economic, Social, Technological, Legal and Environment focusing to analyze the external
environment of the company. The table analyzes the external environmental analyses of the
Sampath Bank.

Factors (Macro environment) Effect on Sampath Bank

Political The current political stability of the Sri Lanka which T
affects the deposit in the Bank specifically Sampath
Bank.

Economic Economic factors are making the influence of the

Sampath Bank. Specifically increase the interest rate
on fixed deposits duet to the economic condition
customers are willing to deposit more in the bank.
Social Sampath Bank operation activities are affecting O
through the Social factors. Because demographic and
the cultural factors are creating the influence of the
Sampath Bank. Further, People are becoming more
educated in terms of banking, trading in the stock
market and real estate therefore they are more
conscious of different investment options and the
bank as deposits to their needs.

Technological In present situation is Sri Lanka, there are

technological innovation occurs in the banking
industry. Due to the technological innovation mobile
banking and e- banking introduced by the Sampath
Bank. Anyone can transfer their deposits of their
wishes.
Legal In Sri Lanka’s legal system of Sri Lanka is a highly
complex and mixture of several laws. Considering
that employee law and other legal aspects are
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 applicable to the Sampath bank. Legally the deposits
operations are conducing by the Sampath Bank.
Environmental Due to the financial strength of the society and the
lifestyle for savings which affect the deposit for the
Sampath Bank.
Table 4: PESTLE analysis of Sampath Bank

Source: Author’s view

Internal and the external environment analyze through the SWOT analysis. It is the rational
method which includes Strengths and weaknesses are internal factors and opportunities and
threats are external factors. These both factors are affecting the organization environment.
(Pearce and Obinson, 2007). The table analyzes the Sampath Bank internal and external factors.

Strengths Weaknesses
1. specific brand name as Sampath is 1. Lack of skilled workers
2. Shortage of financial resources to
recognized by the Sri Lankan
perform the planned objectives.
customers
3. At present their product is not having
2. Use innovative and e-products range to
the international range.
penetrate the market
3. Better service
4. Offering the Unique products. For
example the bank is giving loan
facilities according the employees
categories.
5. Island-wide 212 branch network
6. Presently they are focusing the
technology development for further
improvement.
Opportunities Threats
1. Exploit added market opportunities 1. The Sri Lankan rupee depreciating
2. According the development of the 2. Great Competition between key
infrastructure the branch network players.
3. Threat of substitute products
increases island wide
4. Govt. commanding high taxes on good
3. Attract more customers through the
and services.
marketing campaign
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 4. Use innovative and e-products variety
to enter the market further.
5. Training & development activities for
employees to increase productivity

Table 5: Sampath Bank’s analysis with SWOT

Source: Author’s view

According the opportunities and threats the workable opportunities are identified in the Sampath
Bank. Because due to the opportunity they can develop their services in locally as well as
internationally and also due to the threats they can compete with the competitors in the market
via product differentiation and the cost leadership. Altogether the internal and the external
analysis identify the workable opportunities of the Sampath Bank.

3. Quantification of opportunities via setting marking objectives

When assessing the quantification of the opportunities get through the customer value and the
expectation, target market, influence of the company’s internal and the external factors as
strength, weaknesses, opportunities and threats and the political, economic, social, technology
and the legal factors. Analyzing these factors are competing with the competitors in the
organization or company (Porter, 2004). The marketing objectives comprise marketing factors
such as market segments, target market, customer’s needs and wants. When analyses the specific
factors Sampath Bank can improve the performances with strategically.

According the as mentioned that quantification of opportunities in Sampath Bank is Identifying

opportunities and risks which create the trends with the sustainability business operation
Sampath Bank. There are key areas of significance and the assignation mechanisms in place to
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perceive and report these gaps. Using the “Impact level on business” as an indicator, they are
capable to elicit prospective growing opportunities and take appropriate processes to stem risk
elements that may pose a threat to their business.

Figure 3: Identifying opportunities and threats of Sampath Bank

Source: Annual Report, (2013)

As mentioned the risk and opportunities marketing objectives and the marketing strategies are
illustrating the below table.

Marketing Objectives Marketing Strategies

To rise brand awareness by 25% by the end of
2017
Increasing branch consistency by 30% within
the next 3 years
Enhancing the procedure of new media to
increase awareness popular more
geographical area
Continued differentiation and growth by
targeting new areas of business

Carrying out consistent market research to

develop the product portfolio

Growing overall market share by 10% by end Market Penetration and Market Development
of 2017

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Reach revenue growth of 35% by 2017

Growing the service quality feature through Customer service officers and customer
rise in branch wise promotions by 30% within complain department to raise service standards
the next 4 years and monitor the whole procedure.

To increase customer retention by 80% by end Increasing current customer loyalty programs
of 2017 and activities

Table 6: Marketing objectives and marketing strategies

Source: Annual Report, (2013)

4. Strategy development and critical justification (STP)

4.1 Segmentation
Segmentation defines that separate the market place into the segments or parts. The market
segment is accessible, definable, actionable, and profitable and has a development as important.
Market segmentation takes unlimited importance in present culture marketplace, with thousands
of products, media explosion. It tolerates a seller to thoroughly tailor his product to the needs,
needs, uses and giving capability of customers. It consents sellers to focus on their resources,
money, time and strength on a profitable market, which will produce in numbers, usage and
value. There are different market segmentation are defined by the Kotler such as demographic
segmentation, geographies segmentation, behavioural segmentation and psychographic
segmentation. These four segmentations can relate to the sampath Bank’s business operation.

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1. Geographic segmentation: Geographic segmentation involves a business separating its market
on the base of geography. There are numerous methods that a market can be geographically
segmented. It can divide the market by geographical areas, such as by county, city, state, region
country, or international region. It can also split the market into suburban, rural, and urban
market segments. Assessing that Sampath Bank has over two hundred and six branches which
are located in different cities in Sri Lanka.

2. Demographic Segmentation: Demographic segmentation contains of separating the market

into groups created on variables such as gender family size, age, income, occupation, education,
religion, race and nationality. Specifically Sampath Bank’s fixed deposit gives the opportunity
for every customer who is in each category.

3. Psychographic Segmentation: Psychographic segmentation is separating the market which is

based upon consumer personality traits, attitudes, values, interests and lifestyles. Segmentation
will tolerate to better improve and market the products because there will be a new exact match
among the product and each segment's needs and wants. According the customer’s life style and
the social status, they are depositing to the Sampath Bank.

4. Behavioral Segmentation: Behavioural segmentation is a more dedicated division of market

segmentation that classifies and examines the exact behavioural designs of consumer groups,
allowing vendors to distinguish their customers better and to target their marketing strategies
more exactly. Behavioural segmentation is also an alternate the method of separating the market,
preferred by many marketing consultants, concentrating as it does on concrete consumer
behaviours, rather than the more vague demographics of age group, gender, geographical
location, or income bracket. Accordingly due to the any special occasion customers are making
the deposits on Sampath Bank (Kotler and Keller, 2008),

Bn A-Minor B-Youth C-Normal D-Professional E-Senior F-Term

(approximately) citizen deposit &
CA
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 REVENUE 11 06 25 5.0 13 40

(-) Branch cost 2 2 2 2 2 2

(-) Admin cost 6 6 6 6 6 6

(-) Marketing 1 0.5 3 0.8 2.2 1.5

cost

Total cost 9 8.5 11 8.8 10.2 9.5

Profit or Loss 2 (2.5) 14 (3.8) 2.8 30.5

Percentage 18.18% (41.6%) 56% (76%) 21.5% 76.2%

Table 7: Segment Profitability analysis- Deposits wise – Total market share 8%

Source: Annual Report, (2013)

4.2 Targeting

In the marketing segment is firstly designed by the company or organization. In common

segment consists of different kind of classes and the groups according that target will be selected
for the marketing. Target market is categorizing as three main strategies such as undifferentiated
targeting, multi segment targeting and concentrated targeting.
1. Undifferentiated Targeting: This method shows the market as one group with no specific
segments, so this targeting is using a particular marketing strategy. The specific strategy
may be useful for a product or business with tiny competition where may not want to
tailor strategies for diverse favourites.
2. Concentrated Targeting: This method emphasis on choosing a specific market niche on
which marketing exertions are targeted. In the organization’s business is focusing on a
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 particular segment so it can deliberate on understanding the needs and wants of that
specific market confidentially. As a small business or company can get benefit from this
specific strategy.
3. Multi-Segment Targeting: This method is using for the requirement to focus on well-
defined market segment and develop the different kind of marketing strategies for the
specific product or business in the organization. It is usually costly. This segment gets
the benefit through market research, promotional strategies, and better managements
(Kotler and Keller, 2008).

Accordingly target marketing shows the process of the every market segments and select the
suitable segments for the products. There are much more information needed for the successful
marketing strategies and it will lead to achieve the goals of the company. Considering that
targeting approach is important for the marketing strategy. Sampath Bank would design different
marketing mixes for every segment. There are some marketing mix element differentiated when
target the segment. Specifically promotions will be more differentiated according to the social
and cultural aspects of the segments. The strategies can be selected to respond to the competition
and to find the opportunities in the market. In generally customers are always requiring the
expectation form the product differentiation.

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Figure 4: Bowman’s Strategy Clock

Source: Bowman’s Strategy Clock, (2014)

Accordingly Sampath Bank targets to attract the customers through the product differentiations.
Sampath Bank is presently positions in the differentiation and differentiation Focus strategies
due to high competition in the market. Therefore product portfolio is arranged to deliver best
products and service to customers by positioning the Brand (Deposits) on the top of the mind-set
of customers.

4.3 Positioning
Positioning is emerging a product and brand identity in the customer’s mind. It includes the
refining a customer's awareness about the knowledge and they will have if they select to
purchase of the company’s service or product. The business can certainly effect the perceptions
of its selected customer base over strategic promotional activities and by wisely describing the
marketing mix of the business.

In common the effective positioning includes a better understanding of competing products and
the benefits that are required by the target market. It also needs to classify a difference benefit
with which it will carry the essential benefits to the market successfully with the competition. In
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the company business should target to describe themselves in the eyes of their customers in
according to their competition.

Lower cost Differentiation

Broad Cost leadership Differentiation
Hit Saver S/A

Supreme C/A

Kalin Cash F/D

Easy F/D

Mobile Cash Facility

Card Less Cash Facility

Narrow Cost focus Differentiation Focused

Svana Dayada H/L

Professional C/A, S/A
VISA Infinity Credit Card

Table 8: Porter’s generic strategy related to Sampath Bank

Source: Porter, ( 1996)

According to the Porter’s Generic Strategy, Sampath currently forces on differentiation strategies
in both Narrow and Broad markers to achieve the competitive advantages over the competitors
and to increase the market share by positioning themselves as the most innovative, customized
and efficient service provider in Sri Lanka.

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4.4 Competitor analysis
The main competitors of Sampath Bank have identified competitor analysis. The capabilities of
each competitor can be further analysed based on the following factors

SAMPATH HNB COM.BANK

Factor/ Rating +2 +1 0 -1 -2 +2 +1 0 -1 -2 +2 +1 0 -1 -2
Product Quality / attributes
Financial Strength
Staying Power
Quick Response Capabilities
Technological capabilities
Strong R&D
Customer service

Table 9: Competitors analysis

Source: Author’s view

According to the above analysis it is clear that Sampath Bank can leverage its core competencies
on product quality/attributes due to its strong research and development capabilities. Though
their financial strength and quick reaction capabilities are slightly lower than the main
competitors and Customer service of Sampath Bank is higher than others

4.4 Brand positioning as Deposits

Sampath Bank should position its brand and products in a method that would differentiate it
from its competitors. According to the following factors Sampath Bank can distinguish itself
from its competitors.

Factor Brand positioning in Deposits

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Activity Proposing unique and innovative products with a
superlative service

Benefits High degree of customer service, excellent

facilities, brand excellence, superior product
benefits.

Occasion 365 days

Competitiveness Offering products blend with culture and

technology accompanied by high quality
facilities and high degree of personal service

Competitiveness Offering products blend with culture and

technology accompanied by high quality
facilities and high degree of personal service

Table 10: Brand positioning in Deposits

Source: Author’s view

According the above analysis of “Deposits” it will create the successful. The brand name is as
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Deposits” is creating the brand awareness of the consumer’s mind.

5. Development of an execution plan and marketing budget

In generally marketing plan is leading to guide the marketing objectives. Marketing plan assists
to understand the every marketing activity and develop the continuous message of the particular
product or service. Marketing planning is combining with short and long term goals of the
organization or company. In addition marketing plan is usually helping to marketing strategy as
well. Marketing plan includes a plentiful wider scope a marketing plan budget normally focuses
on the money feature of marketing creativities. Marketing budget focus the change it is helpful to
take a short-term appearance at the mechanisms of a marketing plan.
The marketing plan budget has such categories. They are
1. Radio advertisements
2. Television advertisements
3. A social media campaign
4. Magazines and local newspaper print advertisement
5. Discount and other bargain price
6. Brochures and flyers

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Accordingly the marketing plan budget should be strictly observed to certify that it provides
value for money. There should be a following mechanism to focus the probable outcomes from
each creativity (Sample marketing plan budget, 2011)
Sampath Bank’s marketing plan and the marketing budget are based on the marketing mix
elements as 7Ps

Product
It is not enough to provide only the core product welfares to have a workable business method
since the Sampath Bank needs to exceed customer expectations to create customer delight. The
level of service develops significant in providing customer value therefore the people element
in the marketing mix element is a key to success.

The product positioning should be in a way that makes a top of the mind perception to its
customers to gain viable growth for the business.

Product Distinctive Increase Increase Increase Increase increase

Dividen
Positioning Positioning Market revenue Profits Share Price d
share

Figure 5: Process of product positioning

Source: Author’s view

Price

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It is recommended that company should adopt value based pricing strategy by present unique
product features and benefits with added value to differentiate. Therefore the highest interest
rates have to increase in the deposit compare to other competitors in the market.

Place

Place include the product distribution and the accessibility of the product to the customer. The
deposit place has to develop via

1. Branch network expansion

2. ATM network expansion
3. Increase super branches and mini branches
4. Raise the online banking facilities
5. Raise the mobile banking facilities

Promotion
The promotion element of Sampath Bank’s deposit should focus on effective communication to
increase awareness of its product services and service accessible for their target segments.

Promotional Tools Tactics

Advertising Advertise has to promote through the Television, Radio and print media
advertising and leaflets, branch advertising and official website
advertising.
Direct marketing Sending direct mailers to customers on the products offered

Marketing promotions Educate people through marketing promotions by offering bonus interest,
gifts, raffle draws, competitions.
Public relations Effective CSR projects

Table 11: Promotion tools

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 Source: Author’s view

People Strategy

Sampath Bank has to select correct people who can deliver an exceptional service to delight
customers and that will help to hold existing customer base, rise new customer base and raise
standard of the service providing by the bank.

Process Strategy

When the people deposit the money in the bank they have to reduce the waiting time for the
customers.
Expand system efficiency to speed the processes
Proposed balance score card method to be implemented for performance measurement processes
Conducting mystery customer survey which will rise the service quality of the bank

Physical Evidence

Sampath Bank has to increase the brand visibility through the following methods to keep them at
the top level of customer perception to attract customers.

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6. KPIs and suggested plan for performance management

6.1 Key Performance Indicators (KPI)

Key Performance Indicators are one of the best over-used and little tacit rapports in business
development and management. They are using for the any metric or data used to measure
business performance. The role KPI’s play is much better and further significant. KPI are one of
the most significant guideposts for any business. KPI’s are an actionable scorecard that retains
the strategy on path. They allow managing, controlling and attaining wanted business results.
(12 Experts Define Key Performance Indicators, 2014).

28
Figure 6: KPI for Deposit growth in Sampath Bank
Source: Annual Report, (2010)

In Sampath Bank will use the measuring performance through the as mentioned the above
selected measurement. Financial and Non Financial KPIs on recurrent foundation in order to
certify the budgeted results are attained and helpful action taken to overcome any negative
alterations

6.2 Suggested plan for performance management

Key Performance Indicator is a business measurement. In the organization processes are
evaluated through the KPI and it helps to effort rises in operating efficiency which outcome in
higher customer satisfaction and better financial performance. Accordingly there are following
factors will suggest to the Sampath Bank to achieve better performance management .
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Category Indicator Frequency Responsibility Out come

Finance Increase of advances Daily All branches Profit and

and deposits managers shareholder value
Experimental balance
repots expansion

Customer Extreme customer 24 hours All staff Extension of

satisfaction waiting time – 2-5 min customer service,
Growth of loyalty customer base and
customer base market share

Board of
Work Introduction of simple Review Directors Quick customer
processes Process monthly HR department service
Less documentation

Training and Board of

Learning development Monthly Directors Appropriate, educated
growth E learning programs HR department And professional
Employee turnover
ratio work force

Board of
Cost Usual cost per branch Monthly Directors Cost leadership and
Introduction of cost All staff competitive
cutting methods advantages

Company performance Board of

Market and Vs. monthly Directors Market leadership
competition Industry growth Marketing
Industry performance
Vs. department
Company
Market penetration
30
 Board of
productivity Use of new technology Monthly Directors High quality of
All staff service standards
Trained worked force

No of accounts opened Board of

Acquisition per daily Directors Increase marker
of New Day Marketing share
Customers department
No of transactions per
day All staff

Table 12: The suggested plan for performance management in Sampath Bank

Source: Author’s view

Conclusion
The report was based on the subject as marketing management. Under the subject strategic
marketing plan critically analyzed with the Sampath Bank. In common strategic marketing plan
lead the strategic direction of the company. The specific product as fixed deposit brand was
selected to analyze in the report. There were marketing concept evaluated such as competes,
market size volume and value, growth, consumer behavior and competitor analysis, and pricing,
profitability, and value propositions and market shares of competitors, present positioning
compared to competition analyzed in the effective way.
There were marketing strategy such as PESTLE and SWOT analysis, marketing objectives,
segmenting, targeting and positioning, and marketing budget and identification of KPIs and
suggested plan for performance management evaluated.

31
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Web References
Your point of view, Annual report, (2013), Available from

<http://www.cse.lk/cmt/upload_report_file/431_1394161875.pdf> Access [24 August 2014]

The growing force in Sri Lanka, (2014) Available from

<http://www.sampath.lk/en/about/vision-mission> Access [24 August 2014]

Sample marketing plan budget, (2011), Available from

<http://www.brighthub.com/office/entrepreneurs/articles/101576.aspx> Access [24 August 2014]

Annual Report, (2010), Available from

<http://www.sampath.lk/images/annual_reports/ar2010.pdf> [24 August 2014]

Annual Report: Commercial Bank, (2013) Available from

<http://www.cse.lk/cmt/upload_report_file/369_1394419945.pdf> Access (25 August 2014)

Annual Report: HNB, (2013) Available from

<http://www.hnb.net/data/pdf/annual_reports/annual_report2013.pdf> Access (25 August 2014)

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