FYI - from Caribbean Business
by: kadwatha
Long-Term Sentiment: Strong Buy 07/08/06 02:16 pm
Msg: 50611 of 50644
Looking at market trends, Benabe noted the evolution of the commercial banking market over the past five years. In 2001, it was essentially a one-player market with BPPRâs 71% brand awareness overshadowing the rest. The nearest competitor was Doral Bank with 16%, followed by FirstBank, 12% and R-G Premier Bank, 13%. In the 2006 survey, BPPR still holds the lead (74%), but Doral garnered 38%, FirstBank 29% and R-G Premier, 28%.
Benabe credits awareness gains to a complete communications strategy including aggressive and focused advertising. Distribution and quality of service also play a part. Both Doral and R-G, big mortgage lenders, already have a relationship with the market which makes it less difficult to cross-sell other financial services, he said. âSo when they decided to go into commercial banking they already had a databank of clients.â
As for mortgage companies, Doral Mortgage was No. 1 in brand awareness five years ago, and remains the leader. Although in the past year the company received a large measure of unwanted publicity, during the five-year period, the company increased its score by 19 percentage points to 54%. Popular Mortgage, part of the islandâs largest financial services company, increased its awareness factor by 10 percentage points to 44%, and is tied with R-G Mortgage for second place. Popular has not been able to beat Doral and R-G because they were the first to establish their brands, Benabe explained. Popular Mortgage used to be just another financial service within the bank. âNow, it has its own brand name that enhances the quality of presence of the mortgage product,â he said.