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    Prepared for Research Agency 1 Signed off by Mr. Zaheer Haroon [Type the company name] Research Brief for Young Savers’ Account    ` Contents   1. Background ........................................................................................................................................... 3 2. Business Objective ................................................................................................................................ 4 3. Research Objectives .............................................................................................................................. 4 4. Key research questions & issues to be explored .................................................................................. 4 5. Actions to be taken based on the research report ............................................................................... 5 6. Sample Size ........................................................................................................................................... 8 7. C ost ....................................................................................................................................................... 9 8. Timeline ................................................................................................................................................. 9 Task Timeline for Research Agency .......................................................................................................... 9 Deliverables............................................................................................................................................. 10  ` 1.   Background Standard Chartered - leading the way in Asia, Africa and the Middle East Standard Chartered is a leading international banking group. It has operated for over 150 years in some of the world's most dynamic markets and earns around 90 per cent of its income and profits in Asia, Africa and the Middle East. This geographic focus and commitment to developing deep relationships with clients and customers has driven the Bank's growth in recent years. Standard Chartered PLC is listed on the London and Hong Kong stock exchanges as well as the Bombay and National Stock Exchanges in India. With 1,700 offices in 70 markets, the Group offers exciting and challenging international career opportunities to over 88,000 staff. It is committed to building a sustainable business over the long term and upholding high standards of corporate governance, social responsibility, environmental protection and employee diversity. Standard Chartered's heritage and values are expressed in its brand promise, 'Here for good'. Standard Chartered Bank Pakistan Standard Chartered Bank (Pakistan) Ltd. is the oldest and largest international bank in Pakistan. It is also the first international bank to be awarded Islamic banking license and the first to open an Islamic banking branch. Standard Chartered celebrated 150 Years in Pakistan in 2013. The Bank, which started as the Chartered Bank opened its first office in Karachi in March 1863. The Banks serves both Consumer and Wholesale Banking customers. Consumer Banking provides credit cards, personal loans, deposit taking and wealth management services to individuals and small to medium sized enterprises. Wholesale Banking provides corporate and institutional clients with services in trade finance, cash management, lending, securities services, foreign exchange, debt capital markets and corporate finance. It also offers a complete suite of Islamic banking solutions under its Standard Chartered Saadiq brand. Standard Chartered was assigned a rating of AAA/ A1+ by PACRA. In 2012 and 2013 it won the award for Best Bank in Pakistan by The Asset Triple A for two consecutive years. The Bank employs over 4,500 people in Pakistan and has a network of 116 branches of which 10 are dedicated Standard Chartered Saadiq branches as well as 191 ATMs. For further information please visit  www.standardchartered.com. Follow Standard Chartered onwww.facebook.com/standardchartered and on Twitter @StanChart.   ` 2.   Business Objective Increase Standard Chartered’s market share by catering to the SEC A, B & C market of young savers and therefore increase our deposits and brand awareness. 3.   Research Objectives    Explore consumer insights and segments of the target audience to best cater to their needs through our young savers account.    Develop a profile for our target audience to identify differences in terms of city, gender, age and categorize in terms of LSM and socio economic background.    Develop communication strategies and marketing ideas to increase product awareness and association with the bank to increase our market share.    Study the competitive landscape to gauge current marketing offering and trends our competitive standing. 4.   Key research questions & issues to be explored 1 Consumer Insights and Target Audience Profile:   -   What is lifestyle of our target audience? How does it differ across the cities that have been identified? -   What are the preferences of our target audience in terms of consumption of goods and services? -   What are the key differences in the spending patterns and lifestyle of the SEC A, B & C in Karachi, Lahore and Islamabad? -   What are the banking preferences of the households in our target market? -   How can the market be segmented in terms of age, gender, SEC and LSM? Which segments must be tapped into? 2 Communication Strategies: -   Which marketing strategies to adopt to engage the respective target audience? -   What would be a suitable name for the product we are offering? -   What should be our creative concept including campaign and tagline? -   How do we reach out to our target audience to best attract and retain attention? -   What are some of the best activation ideas for product’s launch  in the three cities?

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