CRDB Bank uses various marketing techniques and strategies to promote its wide range of banking products and services. It has over 118 branches, 335 ATMs, and partners with over 450 microfinance institutions to offer accessible banking across Tanzania. CRDB determines prices based on factors like return on investment and uses distribution channels like agents, internet banking, and mobile banking. It aims to improve customer satisfaction by addressing preferences for convenience, security, and value. CRDB promotes products through press releases, agency partnerships, and sales promotions to remain competitive in the market.

1. CRDB BANK
MARKETING TECHNIQUES / STRATEGIES
By: Maxwell, Priscar, Lawrence and Julius.
IAA & Coventry university Collaboration.
Introduction
CRDB Bank was established in 1996 and has grown and
prospered over the years to become the most innovative, first
choice, and trusted bank in the country. CRDB Bank has been
recording progressive profit every year since its foundation and
has paid dividends annually.
CRDB Bank offers a compressive range of Corporate, Retail,
Business, Treasury, Premier and Microfinance Services through a
Pricing Strategies
CRDB Banks uses a number of pricing strategies for its products
such as the Absorption Pricing, contribution based margin
pricing, etc. Below are the levels of prices CRDB Bank charges for
its products;
Service fees
Monthly Fees
Distribution Strategies
CRDB Bank has opened many Branches and ATMs in different
interior parts in Tanzania so as to deliver easily products and
banking services to customers. It contains all modern facilities and
good environment for staff and customers.
Distribution Channels
CRDB Bank has 2 distribution channels one of them is when
network of over 118 branches, 335 ATMs, 13 mobile branches,
984 Point of Sales (POS) terminals 845 Agents – Service Centre,
over 450 Microfinance partner institutions. The Bank also operates
through internet, Mobile Banking, Sim Banking services and agent
banking services. (CRDB Bank, 2009)
Product Mix
Pricing Factors (Internal and External)
CRDB Bank has 2 distribution channels one of them is when
customers receive direct service from the bank and the other
channel is where producer gives the authority to agents to provide
service to final consumers.
PERSONAL BANKING
Accounts
Loans
CRDB Bank prices are arrived at considering the following Internal
& External Factors;
Return on Investment
Cash Flow
Market Share leadership
Maximize Profits
Client Acquisition and Retention
Client profitability and Value Contribution
Product Quality Leadership
Demand
CORPORATE BANKING
Trade Finance
Loans
Treasury
Institutional Banking
E-BANKING
Internet Banking
Mobile Banking
T b C d
Market coverage; CRDB Bank offers through a network of over
118 branches, 335 ATMs, 13 mobile branches, 984 Point of Sales
(POS) terminals 845 Agents – Service Centre, over 450
Microfinance partner institutions. The Bank also operates through
internet, Mobile Banking, Sim Banking services and agent
banking services.
Channel length; is short because it involves only two or three
members
Producer (Bank) Responsibilities
Responsible to open consumer account based on their needs,
prints, issue cheque and other security documents also provide
foreign exchange
Business Banking
Premier Banking
Insurance
Product Cycle and the Features
Basing on the figure below, In the
introduction stage we have the e-
banking, Growth stage we have
the Corporate Banking and in the
maturity stage we have the
How Customers feel about Such Prices
Malkia account and Mobile Banking platform
prices are very good because of an attractive interest
rate on deposits of up to 6%
Foreign exchange rates are way too high
compared to the rates offered at the forex
bureaus.
Profitability and Customer Satisfaction
Below are the possible adjustments the CRDB Bank can do to
TemboCards
ATM
POS
Money Transfer
Shop Online
foreign exchange.
Agents Responsibilities
Conduct transactions and let the consumer deposit, withdraw,
transfer funds, bills payment, inquire about the account balance
Consumers Responsibilities
Consumers (Bank customers) should protect and care all bank
instrument against forgery, unauthorized access or theft
instrument like ATM cards, Cheque books, payment instruction
to avoid bank mislead.
y g
Personal Banking
Below are the possible adjustments the CRDB Bank can do to
improve profitability and customer Satisfaction;
Increase in the number of Tellers
ATMs Recharge
Client Acquisition
Innovation
Market Communication Strategies
Consumer Preferences & Expectation
CONSUMER PREFERENCES
Cash management: able to check at any time account status
Personalized experience: a good customer care from bank.
CONSUMER EXPECTATION.
Flexible banking; able to choose the channel of their choice on
perform different bank activities like mobile, online or in-person.
Security expectations; provide the proper security with their
money available in bank.
Product-based Marketing Strategies
Improving CRDB bank requires convincing consumers to trust
them with their money and make customers feel like they are
getting the most value for their money Then the bank must work
How CRDB make its product well known?
Press release
Internet promotion
Agency banking services
These strategies can make CRDB more
competitive;
Sales promotions;
Tend to be thought of as
being all promotions apart
from advertising, personal
Distribution Strategies to Improve Performance
getting the most value for their money. Then the bank must work
to keep customers and get them to
buy-in to additional products as below;
Free Items
Word of mouth
Credit Cards.
Incorporating technology
CRDB bank’s tangible features area cheque Book and bank Cards
which includes ATM, VISA, MASTER and TemboCards. Intangible
features are bank charges, interest
rates, savings, loans, mortgages
Market department should monitor the performance of distribution
channel over time, and makes modification when needed. Also
select appropriate and committed channel members, motivate
and give them train to sell the bank products to enhance the best
performance
Poster template by ResearchPosters.co.za
g, p
selling, and public relations.
Direct marketing;
It’s focused upon target consumers
based upon a database; it is the application of STP through technology.
Trade fairs and exhibition; the purpose of trade fairs and exhibitions
is to increase awareness and to encourage trial, largely through face-to-
face contact of supplier and customer.
QUALITY CHARACTERISTICS OF THE PRODUCTS
Customers perceive the personal banking as the affordable
service well as for the corporate banking is perceived as
expensive service for the rich and well-off because of its bank
rates and requirements.
E-banking is perceived as for the educated ones or learned due
to its technological features and requirements to use it.
performance.
http://www.crdbbank.com/
http://www.bot.or.th/English/AboutBOT/index/Pages/RolesAndRes
ponsibilities.aspx
http://en.wikipedia.org/wiki/Banking_agent
http://www.finextra.com/blogs/fullblog.aspx?blogid=9856
References