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177Chairman’s Review – Business Operations ReviewWealth ManagementCustomer Deposits2012RM’Billion2011RM’BillionGrowth%DOMESTIC CORE CUSTOMER DEPOSITSDemand Deposits 31.09 27.28 14.0Savings Deposits 21.30 19.68 8.2Fixed Deposits 110.54 96.62 14.4Total Domestic Core Customer Deposits 162.93 143.58 13.5Performance ReviewIn 2012, the Public Bank Group continued to focus its efforton building a long term core customer deposits base tomeet the Group’s funding requirements. The Group’sdomestic core customer deposits grew strongly byRM19.35 billion or 13.5% in 2012, higher than the domesticbanking industry’s growth rate of 9.4%. This resulted in theGroup achieving a higher market share of core customerdeposits of 16.7% as at the end of 2012, as compared to16.1% as at the end of 2011.The strong deposit growth was contributed by expansion ofdomestic fixed deposits and low cost demand and savingsdeposits (“CASA”) by 14.4%, 14.0% and 8.2% respectively,outperforming the Malaysian banking industry’s growth rateof 8.8%, 12.1% and 7.0% respectively. The Group’sdomestic CASA portfolio stood at RM52.39 billion as at theend of 2012 and accounted for 32.2% of the Group’sdomestic core customer deposit base.Customer deposits mobilised from individuals represented55.7% of the Public Bank Group’s domestic core customerdeposits as at the end of 2012. This accounted for 18.6%market share of customer deposits by individuals as at theend of 2012.Marketing and Promotional InitiativesOne of the key initiatives taken by the Public Bank Group togrow its retail deposit base, in addition to maintainingsuperior customer service at the branches, is throughvarious deposit promotional campaigns. Apart from the threecampaigns namely PB Gold for Gold, PB Prosperity Ratesand PB ACE Campaign which were launched in 2011 andended in 2012, Public Bank also launched five new depositcampaigns in 2012 namely “PB Bank2Win”, “PB 3.33%Reward”, “PB FCY FD Top Rates”, “PB Gold for Gold 2”and “PB Golden Dragon Phoenix”.Public Bank will continue to roll out marketing plans whichaim:to gradually switch from product and relationship centricsales approach to advisory service approach.to attract and acquire new customers especially from theaffluent market by setting up more Red Carpet BankingCentres.to enhance product benefits in order to prevent customerattrition.to offer specific product bundling packages to existingand new customers in order to increase product holding.to offer diversified and value-added deposit products forniche market.
178PUBLIC BANK BERHAD Annual Report 2012Resilient AlwaysChairman’s Review – Business Operations ReviewWealth ManagementPB “Bank2Win” CampaignPB “Bank2Win” Campaign was launched to rewardcustomers for their loyalty and patronage and was openedto all new and existing customers of Public Bank and PublicIslamic Bank. During the campaign period from 1 June 2012to 30 November 2012, customers who took up a minimumof any two products out of three product groupings whichcomprised Group A (Financing), Group B (Deposit) andGroup C (Wealth Management) stood a chance to win 321monthly and grand draw cash prizes amounting to overRM1 million. The campaign was well received by customerswith more than 50,000 customers taking up a minimum oftwo products.“PB 3.33% Reward” Campaign“PB 3.33% Reward” Campaign was launched for a sixmonth period from 1 June 2012 for four selected savingsand demand deposit products. During the campaign period,customers were offered additional interest of 3.33% perannum for 90 days on a minimum incremental Average DailyBalance of RM5,000. The campaign has successfullycaptured more than 112,000 new deposit accounts withtotal deposits of more than RM688 million during thecampaign period.“PB Gold for Gold 2” CampaignFollowing the encouraging results from the previous “PBGold for Gold” Campaign in 2011, Public Bank re-launcheda similar campaign in 2012. The “PB Gold for Gold 2” whichwas launched on 1 August 2012 offered 1 gram of gold freefor every 200 grams of gold purchased under the GoldInvestment Account (“GIA”). Despite gold prices being on anuptrend since August 2012, the campaign managed togarner total gold sales of over 261kg worth more thanRM44.2 million. Gold investments are expected to remainpopular as gold is generally regarded as a safe haven assetand a hedge instrument against inflation.“PB Golden Dragon Phoenix” CampaignPublic Bank launched the “PB Golden Dragon Phoenix”Campaign from 1 December 2011 to 30 April 2012. Due tooverwhelming response, the campaign was further extendedto 31 May 2012. Under this campaign, customers whomade a certain minimum investment in unit trust funds andopened either a new deposit account or GIA would receivea complimentary gold-plated Dragon and/or Phoenix. Thecampaign successfully captured RM256.4 million sales ofunit trust funds which exceeded the expected take-up bymore than four times.“PB FCY FD Top Rates” CampaignTo further boost the foreign currency deposit base, a threemonth“PB FCY FD Top Rates” Campaign was launched on1 August 2012. The campaign, which was opened toindividuals and corporates, offered additional interest of upto 2% per annum over and above Public Bank’s prevailingFCY FD interest rates for new FCY FD placements in USDollar, Australian Dollar, Pound Sterling, Euro and NewZealand Dollar whilst 0.8% additional interest per annumwas offered for new FCY FD placements in ChineseRenmimbi. The campaign managed to capture more thanRM41.1 million equivalent of FCY deposits during thecampaign period.
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