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Recommendation (JY)

There was a growth stage for the credit card of CIMB Bank. The growth stage in CIMB Bank’s credit card is affected by the different kinds of promotions provided by the CIMB Bank which included Advertising, Personal Selling, Sales Promotion, Public Relation, and Direct Marketing. Promotions play an important role in this growth stage which can help them to change the structure of CIMB Bank to make more profits by differentiate themselves from the other Banks.

Advertising is one of the key of success for a Bank. But in the growth stage, CIMB Bank should decrease the Advertising because the reputation of credit card of CIMB Bank is already higher than other Bank such as Alliance Bank, and Am Bank. Too much of Advertisement will cost a lot.

Other than that, Personal Selling is also very important for a Bank. In the growth stage, CIMB Bank should increase the Personal Selling even though it is more costly compared to advertising. The reason is because Personal Selling is more effective than advertising in complex selling situations, and there are too much of customers we have to serve.

Besides that, Sales Promotion also plays an important role in a Bank. In the growth stage, CIMB Bank should increase the Sales Promotion such as voucher, cash refunds, and free gift and so on. The reason to increase is because there are too many competitors in this industry such as Hong Leong Bank, May Bank, Am Bank, Public Bank, and so on. So, CIMB Bank should increase the Sales Promotion in order to build long-term customer relationship and attract more the consumers to use CIMB’s products.

After that, Public Relation is also one of the key to achieve the goals of CIMB Bank. In the growth stage, CIMB have to improve the Public Relation in order to building good relationship with the various publics and heading off the unfavorable rumors and stories. The reason to improve is because there are a number of competitors existed in this industry. So, Public...