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● Select any company from any product or service category of your choice
● Discuss the major levels of market segmentation and bases for segmenting
consumer or business markets for its product / service category, company’s
targeting and positioning.
● Discuss the ways how the company is competing with its competition.
Product Offering & Segmentation
Group: 6
Basnet Binay (1)
Joshi Swastik Raj (8)
Poudel Shiva Raj (18)
Shrestha Roshan (25)
Thapa Bir Sundar (27)
Market Information
● A Class Commercial Bank Total Deposit 3,614 Billion
● Total Deposit to GDP 90.71%
● Fixed Deposit to Total deposit 48.64%
● Saving Deposit to Total Deposit 30.33%
● Current Deposit to Total deposit 8.97%
● Call Deposit to Total deposit 10.91%
● Cutthroat competition among the Bank’s to increase the deposit share.
Products and Target Customer
Individual Institutional
Individual Customer: Saving Accounts Segmentation
Product Name Target Group Point of Difference Benefits
Minimum Balance
Sanima Sampanna Free fund transfer, free
Premium saving account 1,000 added with lot of
Bachat Khata balance of certificate
premium features.
Airport Pass
Discount Outlets
Fixed Deposit Accounts & Competition Offering
Interest rate on fixed deposit account
Institutional 7 7 7 7
Loan Accounts and Competition Offering
Interest rate on various loan accounts