BANK OF TOKYO BRIEF
MUFG or previously Bank of Tokyo has a presence in Pakistan dating back to 1925. It has maintained full commercial banking operations in Pakistan since opening an offshore branch in Karachi in 1953. MUFG Bank, Ltd is the largest bank in Japan. It was established on January 1, 2006, following the merger of the Bank of Tokyo-Mitsubishi, Ltd. and UFJ Bank Ltd. MUFG is one of the three so-called Japanese “megabanks” (along with SMBC and Mizuho). Since the establishment of Bank of Tokyo in Karachi, The bank has provided dedicated commitment towards serving its clients, such as the core retail, corporate, and investment banking arm of the Mitsubishi UFJ Financial Group. Its traditional client base is made up of Japanese corporates, but overseas corporate lending increased 35% in the nine months to December 31, 2011. MUFG provides a broad range of financial solutions with intermediation of a local Liaison Office. Specialists located primarily in Singapore & Karachi work together to provide complete support for the arrangement and execution of the operations. All products and services provided by Pakistan Liaison Office are offshore transactions and include: – Loans (Dominant currency) – Guarantees (Dominant currency) – Foreign Exchange Transactions (Dominant currency)
CHALLENGES
Responding to 21st century problems in an industry still heavily reliant on outdated processes is a daily challenge for financial marketers. And MUFG bank realizing all those challenges sought out the possible solutions to overcome these issues by gaining the trust of customers, by offering transparency via implementing customer charters in their services for clients, and by appealing a new lot and taking care of existing customers and fulfill promises and maintaining values and offer beneficial promotional offers as well, in order to make its customers’ experience of banking flawless and prestigious. Another challenge was competing and bettering our standard against the existing banking entities in a professional way and build brand image in the eyes of public by outsmart services.
SOLUTIONS
Think-box Communication Limited in collaboration with the marketing representatives of Bank of Tokyo or MUFG bank had come up with a strategic conclusion and present a successful journey of 6 plus decades in visual yet persuasive form that the clientele of the brand gets the essence of MUFG bank’s philosophy and uniqueness that it is offering. Strategy of the documentary involved a sentimental element by the picturization of story, where a cotton grower and the existence of the bank in Pakistan were interlinked in a simultaneous yet caring and fruitful way. Our strategy also covered the working as well as diplomatic relationship between the both countries and emphasized on the critical value of high level connection that the both countries have. Also, coverage of merging the BOT with Mitsubishi Group and later, UFG bank and the impacts of this crucial emergence over the period of time, Thinkbox Communication Limited tried to portray each and every element such as CSR and impact of this merge on the face of banking arena in Pakistan.
RESULTS
Our strategy was based on trust and collaboration with MUFG bank has helped in improving the brand image within Pakistan and also, the presence of this bank become more prominent than ever. Customer care based on the Japanese values and quality standards has been increased as well.