What is Sales and Marketing Strategy of CIMB Group Holdings Company?

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What is the Sales and Marketing Strategy of CIMB Group?

In 2024, CIMB Group marked its centenary with the 'Kita Bagi Jadi' movement, highlighting its purpose of advancing customers and society. This campaign emphasized resilience and inclusivity, amplifying the bank's community investment.

CIMB Group Holdings Berhad, a leading ASEAN universal bank, has evolved significantly since its 1924 origins. Its transformation into a major financial services provider is reflected in its substantial asset base and robust financial performance, with a net profit of RM1.97 billion in Q1 2025.

Discover CIMB Group's sales channels, marketing tactics, brand positioning, and key campaigns that drive its growth in the ASEAN market. This analysis explores how CIMB delivers its offerings, builds awareness, and differentiates itself, including insights from its CIMB Group Holdings PESTEL Analysis.

CIMB Group Holdings employs a multifaceted sales channel strategy, blending traditional brick-and-mortar presence with a robust digital ecosystem to serve its diverse customer base across Southeast Asia.

Physical Branch Network

The Group maintains a significant physical footprint with 592 branches across ASEAN as of March 2025, serving as key touchpoints for customer engagement and transactions.

Direct Sales Force

Dedicated direct sales teams are deployed to cater to specific market segments, including consumer, commercial, and wholesale banking needs, ensuring targeted outreach.

Digital Platforms

The company website and mobile applications are central to its online sales strategy, facilitating a high volume of customer interactions and transactions.

Digital-Only Operations

In growth markets like the Philippines and Vietnam, the Group operates as fully licensed digital-only commercial banks, utilizing these platforms for efficient customer acquisition.

CIMB's sales and marketing strategy is increasingly leaning towards a digital-first approach, especially in emerging markets, to enhance efficiency and reach new customer segments. This is exemplified by the rapid growth of its digital banking operations. For instance, the CIMB OCTO app processed over 110 million transactions monthly in FY2024, marking a 70% increase year-on-year, underscoring strong digital adoption. In the Philippines, CIMB Bank Philippines has amassed nearly 10 million customers within six years by February 2025, a testament to its effective digital customer acquisition strategy. This digital pivot is also evident in CIMB Niaga, where digital transactions grew from 35.41% in 2020 to 71.04% in 2024, showcasing a significant strategic shift. Understanding the core principles behind this expansion is key to grasping the Mission, Vision & Core Values of CIMB Group Holdings.

Partnerships and Embedded Banking

Strategic partnerships and embedded banking initiatives are integral to CIMB's multi-channel distribution strategy, expanding its reach and customer base significantly.

• Collaborations with major e-commerce platforms like Lazada in the Philippines.
• Integration with digital payment providers such as GCash and SeaMoney.
• Partnerships with entities like Touch 'n Go eWallet and XL Axiata.
• These alliances support over 11 million digital users, enhancing customer acquisition and service delivery.

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CIMB Group employs a comprehensive marketing strategy that blends digital innovation with traditional engagement methods to enhance brand visibility and drive customer acquisition. The Group's approach is deeply rooted in understanding customer needs and delivering tailored experiences, aligning with its overarching business objectives.

Digital Engagement

CIMB actively utilizes digital marketing channels including content marketing, search engine optimization (SEO), paid advertising, email campaigns, and social media to connect with its diverse audience.

Data-Driven Personalization

The 'Forward30' strategic plan, initiated in March 2025, emphasizes a data-centric marketing approach powered by artificial intelligence (AI) for enhanced customer segmentation and personalized banking experiences.

Technology Integration

A significant 5% year-on-year increase in technology spending in Q1 2025 supports AI-driven automation, fraud detection, and improved customer service, contributing to operational efficiency.

Enhanced Digital Platforms

The CIMB OCTO app serves as a central digital hub, streamlining customer interactions and providing a seamless banking experience, reflecting CIMB's commitment to digital transformation.

Traditional Media and Events

Traditional marketing efforts, such as the 'Kita Bagi Jadi' campaign for its 100th anniversary in 2024, which included a large-scale concert and sponsorships, are used to amplify brand presence and foster community engagement.

Innovative Campaigns

CIMB has demonstrated marketing innovation through initiatives like its 3D Digital Out-of-Home (DOOH) campaign in February 2024, utilizing augmented reality to create engaging consumer experiences.

CIMB's sales and marketing strategy is designed to foster customer loyalty and drive growth across its diverse product portfolio. By understanding the nuances of customer segments, the Group aims to deliver relevant financial solutions and build lasting relationships. This approach is central to its Growth Strategy of CIMB Group Holdings, focusing on creating value for all stakeholders.

Key Marketing Initiatives

CIMB's marketing initiatives are geared towards enhancing customer acquisition and engagement through a blend of digital and traditional methods.

• Content marketing and SEO for organic reach.
• Paid advertising and social media for targeted campaigns.
• Email marketing for direct customer communication.
• Event sponsorships and community engagement activities.
• Innovative digital campaigns leveraging AR and 3D technology.

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CIMB Group Holdings positions itself as a prominent focused ASEAN bank and a global leader in Islamic finance. Its brand messaging, centered on 'Moving Forward With You' and the 'Kita Bagi Jadi' movement, highlights positivity, resilience, and collaboration, aiming to advance both customers and society.

Core Brand Proposition

CIMB's core message, 'Moving Forward With You,' and the social movement 'Kita Bagi Jadi' underscore a commitment to progress and partnership. This forward-looking and supportive stance is consistently reflected across all customer interactions and communications.

Customer Experience Focus

The company appeals to its target audience by promising a customer experience built on value, simplicity, and innovation. This is demonstrated through competitive offerings, such as attractive deposit rates designed to draw significant liquidity.

Sustainability Commitment

A strong focus on sustainability is a cornerstone of CIMB's 'Forward30' strategy and 2030 roadmap. This dedication has earned global recognition, including the #1 global ranking in Inclusive Finance by the World Benchmarking Alliance's 2025 Financial System Benchmark.

Brand Consistency and Reach

Brand consistency is maintained across its extensive network, encompassing physical branches, digital platforms, and regional entities like CIMB Niaga and CIMB Thai. This unified approach reinforces the brand's identity across diverse markets.

CIMB's brand positioning is further solidified by its strong Net Promoter Score (NPS) performance, with CIMB Singapore notably achieving the top market position for annual NPS. The Group actively adapts its strategies to evolving consumer sentiment and competitive landscapes, adopting a niche player approach in certain ASEAN markets to better serve specific customer needs. This adaptability is crucial for its overall Brief History of CIMB Group Holdings and its ongoing sales and marketing strategy.

Market Differentiation

CIMB differentiates itself by focusing on being a leading ASEAN bank and a world leader in Islamic finance. This dual focus allows for targeted marketing and sales efforts within specific financial segments.

Value Proposition

The value proposition centers on delivering competitive deposit rates, such as up to 3.3% interest on savings deposits in Singapore in mid-2024. This strategy aims to attract and retain customer liquidity, supporting the CIMB banking strategy.

Sustainability as a Pillar

Sustainability is a core element of CIMB's long-term vision, influencing its marketing and sales initiatives. This commitment resonates with socially conscious consumers and investors, enhancing CIMB's appeal in financial services marketing.

Customer Loyalty and Engagement

Strong customer relationships are fostered through consistent brand messaging and a focus on customer experience. This approach is vital for understanding CIMB's customer segmentation for sales and driving customer loyalty programs.

Regional Adaptability

CIMB's strategy involves tailoring its approach to individual ASEAN markets, acting as a niche player where appropriate. This localized strategy is key to CIMB's competitive marketing advantages in Southeast Asia.

Digital Integration

The brand's presence is seamlessly integrated across digital platforms, supporting CIMB Group's digital marketing strategy for banking. This ensures a consistent and accessible brand experience for all customers.

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CIMB Group Holdings has consistently leveraged impactful sales and marketing campaigns to reinforce its brand identity and drive business growth. These initiatives often blend digital innovation with community engagement, reflecting a comprehensive approach to customer acquisition and retention.

'Kita Bagi Jadi' Social Movement (2024)

Launched in 2024 to mark its 100th anniversary, this campaign underscored CIMB's purpose of advancing customers and society. It celebrated positivity and resilience through a 360-degree approach, including a short film, a concert with 100 artistes, and sponsorship of the Malaysian Philharmonic Youth Orchestra.

'Travel Only With CIMB' Campaign (August 2025)

This August 2025 campaign positions CIMB as the preferred bank for Malaysian travelers, aiming to simplify every travel stage. It features a whimsical narrative with talking travel items and aligns with the 'Kita Bagi Jadi' movement, reinforcing CIMB's commitment to its customers.

Chinese New Year 3D DOOH Campaign (February 2024)

In February 2024, CIMB utilized a 3D DOOH campaign at Pavilion Bukit Bintang, featuring its Octo mascot and a giant gold ingot. This innovative use of anamorphic illusion and AR showcased CIMB's adoption of cutting-edge digital advertising to convey its 'Moving forward with you' proposition.

These campaigns highlight CIMB's strategic focus on digital innovation, customer experience, and brand storytelling. The 'Kita Bagi Jadi' movement, for instance, aimed to foster economic empowerment and financial inclusion, resonating with a broad audience. Similarly, the 'Travel Only With CIMB' initiative targets a specific customer need, enhancing loyalty through tailored benefits and a memorable brand narrative. The adoption of advanced digital advertising techniques, as seen in the Chinese New Year campaign, demonstrates CIMB's commitment to staying at the forefront of marketing technology, thereby strengthening its competitive edge in the financial services sector.

Brand Purpose Reinforcement

The 'Kita Bagi Jadi' campaign effectively reinforced CIMB's brand purpose of advancing customers and society, celebrating its 100-year legacy through inclusive messaging and community-focused initiatives.

Customer-Centric Travel Solutions

The 'Travel Only With CIMB' campaign directly addresses traveler needs, offering a seamless experience from booking to currency exchange, positioning CIMB as an indispensable travel companion.

Digital Innovation in Advertising

CIMB's use of 3D anamorphic illusion and AR for its Chinese New Year campaign showcases a forward-thinking digital marketing strategy, capturing attention and conveying brand messages effectively.

Integrated Marketing Approach

The campaigns demonstrate an integrated approach, with initiatives like 'Travel Only With CIMB' directly tying into the overarching 'Kita Bagi Jadi' social movement, creating a cohesive brand narrative.

Brand Positioning and Messaging

CIMB's brand positioning is consistently reinforced through campaigns that emphasize progress, unity, and customer partnership, as seen in the 'Moving forward with you' tagline.

Impact on Brand Perception

These key marketing initiatives have collectively augmented CIMB's reputation as a trusted partner, fostering economic empowerment and financial inclusion, and enhancing its appeal to diverse customer segments.

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