Marketing for Trust - 4 Case Studies on Marketing Small–Balance Deposits

Publication Date: 2006
Published by: Consultative Group to Assist the Poor (CGAP)
Document Type: Case Study (PDF)

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Institutional strategies for marketing deposit services to low-income clients

These case studies focus on institutions that have looked closely at their market in order to design an appropriate message. The studies demonstrate that building trust with potential clients have helped these institutions to compete successfully. The four case studies include:

• Credit unions in the Central African Republic that have used non-traditional methods of advertising to educate potential clients and convince them of the benefits of saving through formal means;
• Cooperative Bank of Benquet in the Philippines that uses culturally-appropriate, community-based promotions to market its deposit facilities;
• Municipal Savings and Loan Associations in Peru that have beaten competition by building long-term relationships with clients by delivering personalized and efficient customer service;
• ProCredit Bank in Bosnia and Herzegovina that launched an aggressive marketing campaign to respond to sophisticated market demands in which clients were used to being served by well-developed financial institutions.