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IN THE NAME OF ALLAH
THE MOST BENEFICIENT
THE MOST MERCIFUL
What is marketing strategy?
A process that can allow an organization
to concentrate its resources on the
optimal opportuni...
MARKETING STRATEGIES
 Designed after taking into account the
strengths and weaknesses of the
organization.
 Market penet...
WHAT IS BANK MARKETING
“Bank marketing is the aggregate of
functions directed at providing services to
satisfy customers f...
WHY BANK MARKETING NECESSARY
 Existence of the customer
 Win more and more customer
 Appropriate promise to a customer
PURPOSE OF BANK MARKETING
 Identifying the most profitable markets now
and in future
 Assessing the present and future n...
MARKET SEGEMENTATION
The concept of market segment is based
on the fact that the market of commodities
are not homogeneous...
CRITERIA FOR MARKET
SEGMENTATION
 Identity
 Accessibility
 Responsiveness
 Size
TYPES OF MARKETING
External
marketing
Internal
marketing
Interactive
marketing
EXTERNAL MARKETING
 Consists of usual four ‘Ps’ of Product,
Price, Place and Promotion of marketing
mix
Product:
The prod...
PRICING
 Interest rates charged
 Transaction cost
 Value pricing
 Going rate pricing
PLACE
 It refers to the establishment and
functioning of a network of branches and
other offices through which banking
se...
PLACE
With the advent of technology other point
of contacts have come up. Such as:
ATM
Telephone banking
Online banking
Mo...
PROMOTION
 Advertising
 Publicity
 Sales Promotion
 Personal Selling
 Push and Pull Strategies
PROMOTION
 Public relation
 Word of mouth promotion
 Internet
 Tele marketing
INTERNAL MARKETING
 It involves the people(5th P) of the bank
i.e. the employees.
 Employees should also be treated as
i...
INTERACTIVE MARKETING
 The quality of service provided during
the buyer-employee interaction.
 Efforts for previous stra...
PROCESS
 Refers to the systems used to assist the
organization in delivering the service.
 Aids to the promotion of cust...
PHYSICAL EVIDENCE
Physical evidence is the environment in
which the service is delivered and where the
firm and the custom...
Current marketing strategies
 Direct mailing
 Cold calling
 Offering items having your brand identity
Current marketing strategies
 Using the media
 Getting celebrities to endorse the
product or service.
 Sponsoring events
BRANDING
 Clients are more willing to pay a
premium price for strong brands.
 A strong brand simplifies client choices.
...
POSITIONING
 Position of bank services
 Essential to communicate to customer
 Benefits relative to competitors
 Carefu...
Challenges of bank marketing
 Technology
 Untrained Staff
 Rural Marketing
 Customer Awareness
Conclusion
Banking sector reforms have changed the
traditional way of doing banking business. Mainly
technology is the out...
Marketing strategies of bank PPT
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Marketing strategies of bank PPT

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MARKETING STARTEGIES OF BANKS

Published in: Marketing
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Marketing strategies of bank PPT

  1. 1. IN THE NAME OF ALLAH THE MOST BENEFICIENT THE MOST MERCIFUL
  2. 2. What is marketing strategy? A process that can allow an organization to concentrate its resources on the optimal opportunities with the goals of increasing sales and achieving a sustainable competitive advantage
  3. 3. MARKETING STRATEGIES  Designed after taking into account the strengths and weaknesses of the organization.  Market penetration  Market Development  Design new product range for their customers of various segments
  4. 4. WHAT IS BANK MARKETING “Bank marketing is the aggregate of functions directed at providing services to satisfy customers financial needs and wants, more effectively and efficiently than the competitors keeping in view the organizational objectives of the bank.”
  5. 5. WHY BANK MARKETING NECESSARY  Existence of the customer  Win more and more customer  Appropriate promise to a customer
  6. 6. PURPOSE OF BANK MARKETING  Identifying the most profitable markets now and in future  Assessing the present and future needs of customers  Setting business development goals and making plans to meet them  Managing the various services and promoting them to achieve the plans  Adapting to a changing environment in the market place.
  7. 7. MARKET SEGEMENTATION The concept of market segment is based on the fact that the market of commodities are not homogeneous but they are heterogeneous. Market represent a group of customer having common characteristics but two customer are never common in their nature, habits, hobbies income and purchasing techniques.
  8. 8. CRITERIA FOR MARKET SEGMENTATION  Identity  Accessibility  Responsiveness  Size
  9. 9. TYPES OF MARKETING External marketing Internal marketing Interactive marketing
  10. 10. EXTERNAL MARKETING  Consists of usual four ‘Ps’ of Product, Price, Place and Promotion of marketing mix Product: The products offered are the services which includes various types of bank accounts, different types of loans, investment services, Credit cards, online banking, mobile banking and many more.
  11. 11. PRICING  Interest rates charged  Transaction cost  Value pricing  Going rate pricing
  12. 12. PLACE  It refers to the establishment and functioning of a network of branches and other offices through which banking services are delivered.  Objective is to get the right product ,at right places at right time at the least cost.  Extensive branch network- access to large section of people
  13. 13. PLACE With the advent of technology other point of contacts have come up. Such as: ATM Telephone banking Online banking Mobile banking Video banking etc.
  14. 14. PROMOTION  Advertising  Publicity  Sales Promotion  Personal Selling  Push and Pull Strategies
  15. 15. PROMOTION  Public relation  Word of mouth promotion  Internet  Tele marketing
  16. 16. INTERNAL MARKETING  It involves the people(5th P) of the bank i.e. the employees.  Employees should also be treated as internal customers, and sort of marketing mix should be followed.  Quality Human resource can be a point of differentiation
  17. 17. INTERACTIVE MARKETING  The quality of service provided during the buyer-employee interaction.  Efforts for previous strategies will turn futile if the interaction does not takes place satisfactorily. It involves : • Process (6th P) • Physical evidence (7th P)
  18. 18. PROCESS  Refers to the systems used to assist the organization in delivering the service.  Aids to the promotion of customer satisfaction  It involves: Speeding delivery of services Reducing the paper work Standardization of procedures Customization as per individual demand simplicity etc.
  19. 19. PHYSICAL EVIDENCE Physical evidence is the environment in which the service is delivered and where the firm and the customer interact and any tangible commodities that facilitate performance or communication of the service. It include:  Signage  Reports  Punch line  Tangibles
  20. 20. Current marketing strategies  Direct mailing  Cold calling  Offering items having your brand identity
  21. 21. Current marketing strategies  Using the media  Getting celebrities to endorse the product or service.  Sponsoring events
  22. 22. BRANDING  Clients are more willing to pay a premium price for strong brands.  A strong brand simplifies client choices.  Helps to retain customers.  People are naturally attracted to firms with strong brands  It confirms your credibility.
  23. 23. POSITIONING  Position of bank services  Essential to communicate to customer  Benefits relative to competitors  Carefully analyze the competition
  24. 24. Challenges of bank marketing  Technology  Untrained Staff  Rural Marketing  Customer Awareness
  25. 25. Conclusion Banking sector reforms have changed the traditional way of doing banking business. Mainly technology is the outcome of banking reforms. Customer is now the king and customer focus or satisfaction of customer is the main aim of the banks. With the introduction of new products and services competition has grown up among the banks. Only those banks will survive who face the competition with the effective ways of marketing.

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