Product and Marketing Strategy Development for JSC Basis Bank

Customer: Basis Bank
Industries: Banking / Financial Services
Countries: Georgia
Services: Advisory, Strategy Development
 

Objective of the Project: Address the ongoing challenges of JSC Basis Bank, which included systematic decreases in product sales, difficulties in identifying and categorizing corporate client industries, and the inability to achieve strategic goals related to supporting SMEs. In response, the assignment aimed to identify existing products for promotion, create new products for target segments, update the marketing and product development strategy, design a new client industry classification system, modify existing products, develop strong promotional activities for selected products, design a prototype of an innovative product, and create and integrate a unique product – the Basis Bank Business Club – into an updated marketing strategy.

Through the consultancy we:

• Identified existing products suitable for promotion.
• Designed new products tailored to specific client segments.
• Updated BasisBank’s marketing and product development strategy.
• Developed a client industry classification system.
• Modified existing products and created promotional activities for selected ones.
• Designed a prototype of an innovative product.
• Developed and integrated BasisBank Business Club as a unique product offering.
   

Solution: The consultancy provided BasisBank with a structured approach to product development and marketing strategy, enabling the bank to enhance competitiveness, diversify offerings, and strengthen client engagement.

Result: The project resulted in an updated marketing strategy, innovative product development, improved product classification, and the successful introduction of BasisBank Business Club, supporting the bank’s growth and SME engagement.

Project Timeline: December 2013 – December 2014