114 THE INDONESIAN JOURNAL OF BUSINESS ADMINISTRATION Vol. 2, No. 2, 2013:114-136 MARKETING STRATEGY SUGGESTION OF THE COMMWAY PROGRAM IN BANK COMMOWEALTH Agia Ferdian and Satya Aditya Wibowo School of Business and Management Institut Teknologi Bandung, Indonesia agiandian@yahoo.com Abstract—The issue with Bank Commonwealth is its brand. To overcome this, the company had run a program named Commway. However, the program only generated a low increase of brand improvement. The purpose of this study was to identify the brand condition of Bank Commonwealth and the solutions to improve its brand effectively by finding out the customer’s perception. In these matters, the management should make improvement regarding the marketing program. The qualitative research methodologies are used in this study. The qualitative research data is acquired by questionnaires. 130 questionnaires were given to Bank Commonwealth customers in Bandung, varying in backgrounds. With 100% respond rate, all of them were responded. The data then would be analyzed using the Importance‐Performance Analysis (IPA). The result revealed that people were not well informed with the Bank Commonwealth and its program. The correspondents mentioned that the program is considered to be not special. The author recommends that management within Bank Commonwealth reevaluate their practices and started from introducing their company. It is recommended that Bank Commonwealth conducts efforts with synergized marketing strategy which is more relevant to the company situation and its need. The marketing strategy required by Bank Commonwealth should include broad audience and show something edgy and memorable, focusing in captivating the target’s attention. Keywords: Bank Commonwealth, Importance‐Performance Analysis (IPA), and Brand 1. Introduction Along with the Indonesia’s improving economic condition, there are many banks established, including in Bandung. The emerging affluent market and mushrooming businesses, which are growing, are seeking out excellent financial products and services. The Indonesian banks have potentials to become profitable. The customers here are quite disloyal. Despite their numerous accounts on various banks and changes in bank staff, they tend to keep the relationship with the bank well. Their reasons for the disloyalty are various, such as the length or duration of the queuing, pricing, branch or facilities location, and relation with the staff. Nevertheless, the main reason is the trust they have toward the bank. Therefore, the banks must provide good service and have strong brand equity to maintain the trust. The improving Indonesia banking environment also attracts competitions. The banks are expected to have a good marketing strategy to survive in this business, requiring constant innovations and information. To do this, Bank Commonwealth must evaluate the situations and apply the most effective strategy. Moreover, there are various banking customers and sources of income. Thus, the bank must make plan carefully regarding the target market, products provided, and the brand which represents it. Therefore, to further overcome the problem and pursuit its goals, Bank Commonwealth launched the Commway program. The program includes promoting and selling various products of Bank Commonwealth. Some of them are new, while others are in special offering. Besides improving the brand equity of Bank Commonwealth, the program may also increase sales.