CSF is one of the financing companies owned by PT Bank Central Asia, Tbk (BCA) focusing in a leasing industry on automotive leasing segment, which start operated in the 14th February, 1981. The company is using a conventional way to reach potential customers to apply automotive consumer credit by having collaboration with third parties, i.e. car dealers.



The company has successfully been growing in the size and the market share in the automotive leasing industry by double growth from time to time since 2001. The company intensified this dealer's market and increased its market share to 3% in 2002. In the mid of 2003, CSF, as subsidiary of BCA, initiated to deal with BCA to manage its automotive leasing program (KKB BCA -Kredit Kendaraan Bermotor) under CSF management. For the selective BCA account holders, CSF approached the market by direct selling to the account holders and still using KKB BCA branding. The market size was increasing to 6%, while the automotive industry was grown by 10%, even though the growth was still dominantly contributed by dealer's market rather than direct selling strategy.



As a new player in this financing business, CSF and BCA are unknown or still have weak brand recognition by Customers, comparing with the key competitors such as ACC, Niaga and Panin. CSF and BCA should improve in brand awareness within dealers and customers. Above data was being based on survey to around 221 respondents in Jakarta.



Each party such as Banks used to elaborate Low interest, Convenience and Simplicity as their selling points. On the other hand, Multifinance uses to elaborate Speed, Readiness I Customer Accessibility and Flexibility as their selling points. Multifinance penetration strategies always focus to service excellent to dealers and Customers.



A concept was established from key drives of customers to make decision on car loan purchasing. To understand the major key drives of the customers, a survey was carried out. From this understanding of the key drives, another survey was established to check the customers' preference on location of the point of sales, the correlation between those preference and its key drives. From those two surveys, concept evaluation was finalized to come up with concept conclusion. The observation was also conducted on the kiosk BCA at Kelapa Gading Mall to study the people traffic, effectiveness and respond from the customers regarding this new channel.



After comparing the new concept with current KKB concept, the Concept Conclusions comes as it was able to generate higher purchasing intent and overall opinion significantly. Other key measures were also gaining higher score consistently hence they are at par. However, new channel did not seem to create enough differentiation and no key potential message was identified clearly. All key attributes in both concepts showed quite strong correlation and drive purchase intent and overall opinion.



From several surveys, field observation and analysis, recommendations can be concluded to improve the concept, which hopefully impact to the company's preference goals:

. Concept Improvement Proposal

. Implementation & Roll Out

Car Exhibition

Kiosk

. Channel & Communication Development Strategy

. Communication Strategy

. Thematic Communication

. CSF is stand for Cash power, Simple and Flexible.

. Integrated Marketing Communication:

Below the line

Above the line

Media Scheduling



Research Location: P.T. Central Sari Finance