STANBIC BANK

DADA

Out of a population of 47 million people in Kenya, approx. 50% are females. 82% of the total savings in Kenya are by women. 72% of women contribute to the household budget and make key buying decisions. However, women are under presented when it comes to financial inclusion.

2019 - STANBIC BANK - KENYA

Fieldstone Helms Project - STANBIC BANK

Where do they want to end up?

  • Introduce a sub-brand aimed at specifically banking women.
  • Achieve 5% market share.
Fieldstone Helms Project - STANBIC BANK

What stands between them?

  • Barriers of entry into banking have reduced with non-traditional players now offering banking services like credit and payments.
  • There are many players and very little differentiation between them with most players positioning themselves as transaction enablers.
Fieldstone Helms Project - STANBIC BANK

The Strategy

Introduce a sub brand specifically for women called Dada. The role of the Dada is twofold:-

  • Inspire Kenyan women
  • Provide them affordable products and services
  • Find a compelling narrative in order to position Stanbic Bank as the bank of choice for women in a way that will: -
  • Create Awareness
  • Drive uptake of services
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