This document outlines a marketing research project conducted by Commercial International Bank (CIB) in Egypt. CIB saw a decline in credit card sales and utilization rates in 2016. The bank conducted internal marketing research to understand the causes and identify solutions. Researchers interviewed managers, customers, experts and collected secondary data. The research aimed to determine if customers are loyal to CIB, interested in new card types, and prefer co-branded cards. It tested hypotheses and developed research questions. The goal was to help CIB increase credit card usage and market share through new programs, products and promotions.

1. Marketing Research Project
Prof. Dr. Ahmad Yehya
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Ahmad Fathy Abd Elal
Ahmad Emad Elmeligy
Aly El-daadar
Tamer Elmoghazy

2.  One of the largest Egyptian banks and financial service providers.
 Vision:
To uphold CIB’s distinct reputation as a leading and trusted financial
institution in Egypt, respected for its people, strong core values,
performance and commitment to inclusive, responsible and sustainable
growth.
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3.  Mission:
To create outstanding stakeholder value by providing best in class financial
solutions to individuals and enterprises that drive Egypt's economy.
Through our innovative products, superior customer service, development
of staff, and commitment to sustainability we will realize our ambitions and
pave the landscape of banking in Egypt for years to come.
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4.  Number of Branches all over Egypt = 217
 Revenues = 7.52 B LE
 Awards:
1. Best Trade Finance Provider in Egypt - by Global Finance•
2. Best Treasury & Cash Management Providers in Egypt - by Global
Finance​•
3. Best Foreign Exchange Provider in Egypt - By Global Finance​•
4. Best Bank in Egypt 2017 - by Global Finance​​​•
5. Best Bank in Egypt - By Euromoney​• ​Best Bank in the Middle East
2017 - By Euromoney ​• 4

5. Unique value proposition of the CIB:
Rank #1 in private banks’ sector.
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6. The Trigger
 2016 sales of Credit cards was below target.
 2016 utilization rate was minus last year and below target.
MS utilization
2015 38%
2016 25%
% -13%
2017 35%
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7. CIB Marketing competitiveness Intelligence
The decision to conduct the marketing research was
studied, the cost was expected to be , and the benefits were
expected to surpass the expenses, also a budget was
allocated to cope with the results in order to be on track
again concerning both sales and market share.
The choice was to undergo marketing Research
internally via the Marketing department.
This is because of the confidentiality of the issue.
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8. The marketing intelligence task force held
meetings with the Branch managers, Sales
managers and district managers.
The DMs were concerned mainly with increasing
the utilization rate and hence the MS.
Discussions With The DMs
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9. Discussions With The DMs
1- Event Or History Of The Problem:
 Utilization of Credit cards is the most important source of CIB profit.
 As it declines, the profit is reduced and the market share also declines.
2- Alternative Courses Of Action Available For DMs:
 Increase Cards sales.
 Increasing promotion and advertising.
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10. Discussions With The DMs
3- Evaluation Of These Alternatives Courses Of Action
 Based on MS and sales, the alternatives will be evaluated.
4- Potential Action Suggested Based On Research
Finding
Will Discuss Later
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11. Discussions With The DMs
5- Information Needed To Answer DMs Questions:
 SWOT analysis will be conducted to compare the elements of Marketing
mix with major competitors.
6- C.I.B Corporate Culture
 The culture dominates over the DMs individual opinions.
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12. Interview With Experts
Inside CIB:
1- Relationship managers
2- Call center.
3- Head of credit card dept.
Outside CIB:
1- Consulting agency was conducted.
2- Training providers.
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13. Secondary Data
 Utilization rates of past 5 years inside the CIB.
 Central bank of Egypt data.
 I score company data.
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14. Qualitative Research
Focus Group With Consumer
1. Top 100 wealth customers.
2. Top 100 consumers in 3 segments ( wealth, plus & core).
Focus Group With Experts
 Training providers, call centers and I score.
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15. Qualitative Research
Pilot Survey
1. In the branches.
2. Mail.
3. Website.
4. Social media.
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16. The Environmental Context
 Past information
1. Sales figures.
2. Trends of sales.
3. Market & sales analysis for 5 years period.
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17. The Environmental Context
Buyers behavior:
1. Branches number: 217
2. Demo: covering all Egypt.
3. Psych: life style is favoring credit card possesion and
utilization.
4. Media consumption behavior: high interaction & engagement
on social media leading to gaining leads.
5. Preferences: moving towards plastic money.
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18. The Environmental Context
 Resources
 Competent MR team, budget available for both
research and implementation of findings.
 Constraints
 Inability to meet experts in the industry because
of confidentiality issues.
Intention of speedy recovery from the bad sales
situation. 18

19. The Environmental Context
Objectives:
CIB organizational objectives & Objectives of
DM match typically.
Economic:
The recession in the economy may have
affected the usage of credit cards.
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20. The Environmental Context
 Legal
none
Technology:
1. High Technical & competent marketing dept.
2. Specialized technical analysis dept
3. POS limitations in many merchandisers.
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21. Management Decision Problem
 Should CIB release new different types of
credit cards?
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22. Marketing research Problem
 To determine if the customers would be loyal
to use CIB cards.
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23. Specific Components
1. New pointing system program.
2. New types of cards.
3. Promotion & co-branding.
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24. Theory/Objective
 The offers & promotions correlates directly
with utilization
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25. Research questions & hypothesis
H1: Customers of CIB are loyal.
RQ1: Do customers of CIB show loyalty to it?
H2: The consumers need to buy new types cards.
RQ2: Do the consumer add a new card with new features.
H3: The consumers prefer to use co-branded cards.
RQ3: Would the consumer use CIB card if it is co branded with their
preferred brands?
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26. Exploratory Research
Expert survey.
Pilot study in the branches & online.
Secondary data qualitative analysis.
Focus groups
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27. Conclusive
Descriptive
longitudinal
 Why are we obtaining info?
 What info to be researched?
 Who sh’d be considered?
 When to ask?
 Where? In the bank or street or other banks?
 The way to obtain info
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28. Market study.
Sales analysis.
Product usage.
Advertising studies.
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Conclusive
Descriptive
longitudinal

29. Thanks
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