New current accounts in PKO Bank Polski's offer

PKO Bank Polski's increasingly attractive product offering is part of the "Leader" Strategy for 2010-2012 which the bank is consistently pursuing. It set outs the successive stages of the bank's modernization.

"As the clear leader of Polish retail banking, PKO Bank Polski is building its market position based on understanding the needs of our clients, with whom we want to build long-term relationships. The new package of personal accounts has been prepared taking into account their preferences, based on behavioral segmentation. The accompanying improvement of the quality of service, which we want to focus on in the coming years, will contribute to a lasting change in the Bank's image," said Zbigniew Jagiello, CEO of PKO Bank Polski.

The new offer was introduced after extensive market analysis. In the course of the research conducted by SMG KRC on behalf of the bank, the most frequently mentioned factor taken into consideration when choosing an account was charges for provision of the account (75 per cent of respondents) and a network of free ATMs (38 per cent of respondents). Other factors included charges for transfers (25 percent) and for the use of electronic banking (17 percent).

In the first stage of the new offer from 14 March 2011, five new accounts have been introduced. PKO Konto Pierwsze (PKO First Account) is for the youngest customers between 13 and 18 years old. Its main advantages are free provision of the account and online transfers, as well as commission-free use of all ATMs in Poland and abroad. Customers opening a PKO Konto dla Młodych (PKO Youth Account) can expect similar benefits. This is intended for students and graduates below 30 years old – it is worth noting that this is the only offer available on the market aimed at this group. Customers aged 26 years and over must provide a regular monthly income so as not to incur charges for provision of the account.

Likewise, holders of the PKO Konto za Zero (PKO Zero Account) do not have to pay charges for their account if they can provide a regular monthly income into the account of at least two thousand PLN. In addition, they have the benefit of a modern, free debit card, free online transfers and a network of more than 3,500 free ATMs. Meanwhile, holders of the Superkonto Oszczędne (Super-Saver Account) have the possibility of free use of all ATMs throughout Poland.

An absolute novelty in the bank's offer is the PKO Konto Pogodne (PKO Serenity Account) for customers over 60 years of age, which features free medical and home assistance and a discount programme in the largest pharmacy chain – Dbam o Zdrowie. Medical assistance offers the possibility to make an appointment for any medical visit, provides for nursing care at home following a hospital stay or additional home help after hospitalization. Thanks to home assistance, account holders receive free assistance from a locksmith, plumber, electrician or technician repairing electronic and household appliances. Twice a year they may also arrange for their favorite dog to be looked after. In turn, as part of the discount programme in the pharmacies it is possible to get funding for up to 99 percent of the price of prescription drugs – during the year this can bring savings of up to one thousand PLN.

PKO is the market leader in current accounts, and the new packages will help gain new customers. They are the bank's response to the revitalisation of its competitors' offers in the years 2007-2010 and their aggressive marketing. In the second phase of the new proposals, from 15 May the bank will also introduce new accounts for personal and private banking customers.

Szymon Majewski will be the face of the advertising campaign in all media which will accompany the introduction of the new products to PKO Bank Polski's offer. The director of the first two commercials is Tomasz Konecki and the production firm CUT CUT is responsible for the whole production. The DDB creative team is behind the creation, the agency OS3 is responsible for the Internet campaign, and media house Universal McCann is responsible for buying media. Broadcast of commercials begins 12 March.

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PKO Bank Polski is the leader of the Polish banking sector in terms of financial performance. For the 2010 net income reached PLN 3.3 billion. With over 25-percent market share the Bank also holds the leading position in sales of PLN mortgages, offering not only traditional mortgages, but also preferential mortgages with state subsidies. PKO Bank Polski has been awarded in many prestigious rankings. The Bank’s mortgage offer, in terms of adapting to untypical customer expectations, has been recognized as the best on the market by financial comparison engine Comperia.pl. The Bank is also praised for its flexibility to offer these loans, which may be granted to cover a variety of purposes, as well as for being the best savings and investment bank. As many as five products of PKO Bank Polski: mortgages, cash loans, accounts, deposits and credit cards, have been awarded by the magazine Reader's Digest with "Product of the Year 2010" certificates as the most often and most frequently chosen products by customers. The Bank has won the "Golden Banker" award as the best in the loan market and the loan market for firms, has also won the contest "Entrepreneur-Friendly Bank", holds the certificate "Customer-Friendly Company" and is the best commercial bank according to Warsaw Business Journal. According to analysis by the research firm MillwardBrown SMG/KRC, among the surveyed financial institutions PKO Bank Polski enjoys the highest confidence - three quarters of respondents trust its financial stability. PKO Bank Polski is also the strongest bank in the country in terms of image, as shown by its position as leader in the "Top Brand"  ranking compiled by Press magazine. It is also the most valuable brand on the Polish banking market. Specialists from The Banker magazine estimated the value of its brand at USD 1 billion and in Rzeczpospolita "Polish Brands 2010" ranking  its value was set at PLN 3.6 billion.