Low-income consumer strategy
Marketing & sales

Developed business opportunities for low-income consumers in the banking sector in Venezuela


Challenge

  • As a consequence of a market that is highly regulated, with a high percentage of the population in poverty and approximately 35% of revenue within the banking system, the pressure on profitability and the growth of the Venezuelan financial system have been increasing. 
  • The building competitiveness pressure and the difficulty to grow with the sector’s traditional customers drove our client, a significant financial group, to evaluate new business opportunities that would allow it to access clients with a different profile. 
  • For this reason, Arthur D. Little was requested to elaborate on and evaluate the feasibility of a new product portfolio especially created for the low-income consumer.

Approach

  • The Arthur D. Little team began exploring this segment in depth through focus groups, life stories and a survey of 550 households in order to understand their financial needs, the characteristics of the non-formal mechanisms with which they meet them, and their preconceptions about the existing formal financial products. 
  • At the same time, successful international experiences in financial services and some business models for the design and elaboration of new products and services were compiled and analyzed. 
  • Furthermore, strategic alliances with the government, NGOs and other economic sectors were analyzed. 
  • In the light of this input, a joint Arthur D. Little and client team generated several strategic business options, which were developed and carefully evaluated from the financial, risk and feasibility points of view, given the capacity of the entity. For each option an implementation plan was developed for its eventual launch.
     

Value

  • At present, the client has a strategic-option portfolio specifically designed for the low-income consumer, with an estimated present value of US$ 280 MM. 
  • Highly satisfied with the results, the client requested Arthur D. Little’s support in bringing two of the developed options into an implementation co-management project that is now being executed.