1. Product Officer Functional Lecture

2. Executive Banking School Objectives
Retail Strategy
Customer acquisition
Branding & marketing
Product & pricing
Delivery optimization
Bank Management Strategy
Economic value & risk
Capital considerations
Analyst influences
360° executive management
Financial Strategy
Financial analysis
Key performance drivers
Earnings power
Risk considerations

3. MarketSim Objectives

4. Functional Lecture Objectives
To focus on areas of responsibility
To review decision responsibilities
To review the tool kit of worksheets
To discuss common issues
To answer common questions

5. The Role The Product Officer
Analyzes the prior year's product activity
Makes product and product feature change decisions
Sets pricing strategy for the coming year
Projects future product results for the retail balanced scorecard
Helps Marketing Officer sets the marketing budget for products
Performs other assignments applicable to the product development/product pricing function
From the manual

6. MarketSim Process Analyze Plan Forecast Execute Review MarketSim
Retail Bank
MarketSim
Process Flow

7. MarketSim Process

8. Analysis

9. Analysis

10. Product Financial Report

11. Product Financial Report

12. Customer Report by Segment: By Product

13. Customer Report by Segment: By Product

14. Planning & Forecasting

15. Products, Features and Pricing Appeal Worksheet

16. Product Worksheet

17. Product Worksheet

18. Product Worksheet

19. Product Worksheet

20. Product Worksheet

21. Execute

22. Checking Decisions

23. Checking Decisions

24. Credit Card Decisions

25. Review Results
Don’t forget to “close the loop” and revisit your worksheets to see how well you did forecasting results

26. Best Practices How many Checking Accounts should we offer
Funds Transfer Pricing
Margin, margin, margin
Remember that it is more to any given product than just its price!

27. Number of Checking Accounts
2, “3” maybe 4

28. Funds Transfer Price & Margin
The MARGIN represents the amount that the bank will make on balances originated that year
Bigger is better for the BANK, smaller for the CUSTOMER for both deposits and loans

29. More to Products than just Price

30. Today’s Assignment Complete a new Bank Condition Consensus Worksheet
Review Customer Projection Worksheet Results – try to explain the outcome using the Competitive Report
Using completed Product Appeal Worksheet to select products to offer
Your Marketing Spend for your products was set yesterday
Complete Product Worksheets reflecting your assumptions about changes to your products
Complete the Customer Projection Worksheet
Make Product Design and Pricing Decisions
For this evening, complete the Delivery Appeal Worksheet
A lot to do in a short period of time
Each team member should become familiar with the Product Worksheet

31. Review Course Objectives
To focus on areas of responsibility
To review decision responsibilities
To review the tool kit of worksheets
To discuss common issues
To answer common questions

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