BII Syariah Platinum Access (BSPA) is the product of BII Syariah, a newly established SBU of Bank International Indonesia (BII) based on Syariah Principle. Target market is highly income customers who demand high service quality of Banking services and interested in Syariah principle. BSPA banking products and services conform to the Sharia principles for upper-middle-class prime customers.



The business strategy of BSPA are (1) benefiting from fast development of Syariah Banking in Indonesia (2) Optimizing and utilizing Indonesian potential market through Syariah Platinum Access service (3) Gaining the competition through diversification of products and innovative services (4) Increasing the customer base and fee based income (5) Empowering Syariah Banking as the current and future investment alternative.



In this Group Field Project, we suggest BSP A to apply an Integrated Marketing Communication (IMC). The objectives of this IMC is to (1) improve the capability of BSPA in grabbing New Customers and Competitor's Customers, (2) Help BSPA in improving its marketing communication capability through IMC analysis model.



The application of IMC for BSPA is important since (1) it exploit First Mover Advantage in Platinum product under Syariah banking, (2) a fragmented media has caused high marketing communication cost, (3) differentiation of products is diminishing, (4) customers are overloaded with information and tend to eliminate the 'garbage', (5) customers have more, better and faster access to information than ever, (6) it gives chance for greater cost efficiency.



Clarity and Consistency of message to the customers (effective communication) and minimizes cost of marketing communication are benefits that will be gained by BSPA in applying IMC.



Research Lccation: PT Bank International Indonesia, Tbk.