Product Officer Functional Lecture
Executive Banking School Objectives
Retail Strategy
Financial Strategy
• Customer acquisition
• Branding & marketing
• Product & pricing
• Delivery optimization
• Financial analysis
• Key performance
drivers
• Earnings power
• Risk considerations
Bank
Management
Strategy
• Economic value & risk
• Capital considerations
• Analyst influences
• 360° executive
management
2
MarketSim Objectives
3
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
4
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
5
MarketSim Process
Analyze
Review
Plan
Retail Bank
MarketSim
Process Flow
Execute
Forecast
6
MarketSim Process
7
Analysis
8
Analysis
9
Product Financial Report
10
Product Financial Report
11
Customer Report by Segment: By Product
12
Customer Report by Segment: By Product
13
Planning & Forecasting
14
Products, Features and Pricing Appeal
Worksheet
15
Product Worksheet
16
Product Worksheet
17
Product Worksheet
18
Product Worksheet
19
Product Worksheet
20
Execute
21
Checking Decisions
22
Checking Decisions
23
Credit Card Decisions
24
Review Results
25
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!
26
Number of Checking Accounts
27
Funds Transfer Price & Margin
28
More to Products than just Price
29
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
o 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
30
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
31
32
EVALUATIONS
Please fill out your evaluation for this course.
Click here:
https://www.surveymonkey.com/r/Y8SDK8S
We value your feedback!