General Bank Management

Marketing Management for Bankers

MODULE D

C AIIB
 What is Marketing??
Selling?
Advertising?
Promotions?
Making products available in stores?
Maintaining inventories?

All of the above, plus much more!

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Marketing = ?

Marketing is the process of planning and executing the

conception, pricing, promotion, and distribution of ideas,
goods, services to create exchanges that satisfy
individual and organizational goals
American Marketing Association

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 Marketing = ?

Marketing management is the art and science of

choosing target markets and getting, keeping, and
growing customers through creating, delivering, and
communicating superior customer value.

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 Simple Marketing System
Communication

Goods/services
Industry Market
(a collection (a collection
of sellers) of Buyers)
Money

Information 5
 Marketing = ?
Marketing is the sum of all activities that take you to a
sales outlet. After that sales takes over.
Marketing is all about creating a pull, sales is all about
push.
Marketing is all about managing the four Ps
product
price
place
promotion

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 The 4 Ps & 4Cs

Marketing Convenience
Mix

Place
Product

Customer
Solution Price Promotion

Customer Communication
Cost
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Difference Between - Sales & Marketing ?

Sales
trying to get the customer to want what the
company produces

Marketing
trying to get the company produce what the
customer wants

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Scope What do we market

Goods
Services
Events
Experiences
Personalities
Place
Organizations
Properties
Information
Ideas and concepts

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 Core Concepts of Marketing

Based on :
Needs, Wants, Desires / demand

Products, Utility, Value & Satisfaction

Exchange, Transactions & Relationships
Markets, Marketing & Marketers.

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 Core Concepts of Marketing

Needs, wants Utility, Value &

Products
demands Satisfaction

Marketing & Xchange, Transaction

Markets
Marketers Relationships

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Core Concepts of Marketing

Need food ( is a must )

Want Pizza, Burger, French fry's ( translation of a need
as per our experience )
Demand Burger ( translation of a want as per our
willingness and ability to buy )
Desire Have a Burger in a five star hotel

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In order to understand Marketing let us begin with the
Marketing Triangle

Customers

Company Competition

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Who is a Customer ??

CUSTOMER IS . . . . .

Anyone who is in the market looking at a product /

service for attention, acquisition, use or consumption
that satisfies a want or a need

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Customer

CUSTOMER has needs, wants, demands and

desires
Understanding these needs is starting point of the
entire marketing
These needs, wants arise within a framework
or an ecosystem
Understanding both the needs and the ecosystem is
the starting point of a long term relationship

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 How Do Consumers Choose Among
Products & Services?

Value - the value or benefits the customers gain from

using the product versus the cost of obtaining the
product.
Satisfaction - Based on a comparison of performance
and expectations.
Performance > Expectations => Satisfaction
Performance < Expectations => Dissatisfaction

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Customers - Problem Solution

As a priority , we must bring to our customers

WHAT THEY NEED
We must be in a position to UNDERSTAND their
problems
Or in a new situation to give them a chance to AVOID
the problems

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 Customer looks for Value
Value = Benefit / Cost
Benefit = Functional Benefit + Emotional
Benefit
Cost = Monetary Cost + Time Cost +
Energy Cost + Psychic Cost

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Strategic Marketing

Strategic marketing management is concerned with

how we will create value for the customer
Asks two main questions
What is the organizations main activity at a
particular time? Customer Value
What are its primary goals and how will these be
achieved? how will this value be delivered

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Strategic Planning

Strategic Planning is the managerial process of

creating and maintaining a fit between the
organizations objectives and resources and the
evolving market opportunities.

Also called Strategic Management Process

All organizations have this
Can be Formal or Informal

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The Strategic-Planning, Implementation,
and Control Process

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 Business Strategic-Planning Process
External environment
(Opportunity &
Threat analysis)

Business Mission Goal Formulation

Internal Environment

(Strength/ Weakness analysis)

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Strategy Formulation
Environmental Analysis

Competitor Internal Analysis

Customer
Supplier Technology Know-How
Regulatory Manufacturing Know-How
Social/ Political Marketing Know-How
Distribution Know-How
Logistics
Opportunities & Threats
Strength & Weaknesses

Identity Core Competencies

Identify opportunity

Fit internal Competencies with external opportunities

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Firm Strategies
The Marketing Plan

A written document that acts as a guidebook of

marketing activities for the marketing manager

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CONTENTS of MARKETING PLAN
Business Mission Statement
Objectives
Situation Analysis (SWOT)
Marketing Strategy
Target Market Strategy
Marketing Mix
Positioning
Product
Promotion
Price
Place Distribution
People
Process
Implementation, Evaluation and Control

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The Marketing Process

Business
Mission
Statemen
t

Objective
s

Situation
or SWOT
Analysis

Marketing Strategy
Target Market
Strategy

Marketing Mix
Product Place/Distribution

Promotion Price

Implementation
Evaluation, Control
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Marketing Environment
Why a product like radio declined
and now once again emerging as
an entertainment medium ?

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What Were the Drivers of This Change ?

Technology ?

Government policy ?

Other media substitutes ?

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Why Market Leaders Suffered ?

HMT vs. Titan

HLL vs. Nirma
Bajaj vs. Honda
Dot.com boom, then bust and now resurgence
Market leadership today cannot be taken for
granted.New and more efficient companies are able
to upstage leaders in a much shorter period.

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Factors
Influencing
Companys
Marketing
Strategy

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 External Marketing Environment
External Environment
Social Ever-Changing
is not controllable Change Marketplace
Demographics

Economic
Product Physical / Natural Conditions
Distribution
Promotion
Price
Competition
Target Market
Political &
Legal Factors
Technology
Environmental
Scanning

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The macro-environment

is the assessment of the external forces that act upon the

firm and its customers, that create threats & opportunities

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Product

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 Product is . . . . .

Anything that is offered to the market for

attention, acquisition, use or consumption that
satisfies a want or a need

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Types of Products

PRODUCTS

Consumer Industrial
Services
Products Products

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Product Items, Lines, and Mixes

A specific version of a product

that can be designated as a
Product Item
distinct offering among an
organizations products.

A group of closely-related
Product Line
product items.

All products that an

Product Mix
organization sells.

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Product Mix

Width how many product lines a company has

Length how many products are there in a product line
Depth how many variants of each product exist within a
product line
Consistency how closely related the product lines are in
end use

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Gillettes Product Lines & Mix

Width of the product mix

Depth of the product lines

Blades and Writing

razors Toiletries instruments Lighters
Fusion 5 blade
Mach 3 Turbo
Mach 3 Series Paper Mate Cricket
Sensor Adorn Flair S.T. Dupont
Trac II Toni S.T. Dupont
Atra Right Guard
Swivel Silkience
Double-Edge Soft and Dri
Lady Gillette Foamy
Super Speed Dry Look
Twin Injector Dry Idea
Techmatic Brush Plus

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What is a Service? Defining
the Essence
An act or performance offered by one party to another
(performances are intangible, but may involve use of
physical products)

An economic activity that does not result in ownership

A process that creates benefits by facilitating a desired

change in customers themselves, or their physical
possessions, or intangible assets

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Some Industries - Service Sector

Banking, stock broking Health care

Lodging Education
Restaurants, bars, Wholesaling and retailing
catering Laundries, dry-cleaning
Insurance Repair and maintenance
News and entertainment Professional (e.g., law,
architecture, consulting)
Transportation (freight and
passenger)

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Classification of Services
Pure Intangible
Banking
Service

Good Transportation

Major Service with

Minor Product
Business Hotels
Product = Service

Computers

Major Product with

Minor Services
Materials / Components

Pure Tangible Product

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Major Characteristic of Services

Intangibility Services are intangibility cannot be seen,

tasted, felt, heard or smelled before purchase.

Inseparability - Services are produced and consumed

simultaneously.

Variability or Heterogeneity Services are highly variable

Perishability Services cannot be stored.

Non Ownership - Services are rendered but there is no

transfer of title

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The Marketing Mix

The conventional view of the marketing mix consisted of

four components (4 Ps): Product, Price, Place/
distribution and Promotion.
Generally acknowledged that this is too narrow today;
now includes , Processes, Productivity [technology
]People [employees], Physical evidence
Marketers today are focused on virtually all aspects of
the firms operations that have the potential to affect
the relationship with customers.

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The 8Ps of Integrated Service
Management vs. the Traditional 4Ps

Product elements
Place, cyberspace, and time
Process
Productivity and quality
People
Promotion and education
Physical evidence
Price and other user outlays

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The Give and Get of Marketing

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Great Words on Marketing

1. The purpose of a company is to create a customerThe only

profit center is the customer.
2. A business has twoand only twobasic functions: marketing
and innovation. Marketing and innovation produce results: all the
rest are costs.
3. The aim of marketing is to make selling unnecessary.
4. While great devices are invented in the Laboratory, great
products are invented in the Marketing department.
5. Marketing is too important to be left to the marketing
department.

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Drivers of Customer Satisfaction
Many aspects of the firms value proposition contribute
to customer satisfaction:
The core product or service offered
Support services and systems
The technical performance of the firm
Interaction with the firm and it employees
The emotional connection with customers

Ability to add value and to differentiate as a firm focuses

more on the top levels

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Marketers and Markets
Marketers are focused on stimulating exchanges with
customers who make up markets B2C or B2B.
The market is comprised of people who play a series
of roles: decision makers, consumers,
purchasers, and influencers.
It is absolutely essential that marketers have a detailed
understanding of consumers, their needs and
wants.
Much happens before and after the sale to affect
customer satisfaction

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Stages of Customer Interaction

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What Changed in Marketing
Old Economy
Organize by product units
Focus on profitable transactions
Look primarily at financial
scorecard
Focus on shareholders
Marketing does the marketing
Build brands through advertising
Focus on customer acquisition
No customer satisfaction
measurement
Over-promise, under-deliver
New Economy
Organize by customer segments
Focus on customer lifetime value
Look also at marketing scorecard
Focus on stakeholders
Everyone does the marketing
Build brands through performance
Focus on customer retention
Measure customer satisfaction and
retention rate
Under-promise, over-deliver
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 Are Banks truly
marketing-savvy and
customer - centric?

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Myth 1 The larger the range of products, the more
customer-centric I am.

Mythbuster The range of products has

emerged from being
competition-centric.

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Myth 2 Better technology (read CRM) leads to
better customer service.

Mythbuster Technology
alone does not deliver,
helps people do.

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Myth 3 Launch a product and the customer will start
using instantly.
- Give a customer a card and he will learn how to play
with it immediately

Mythbuster Customers need

To be educated too

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Myth 4 The only way to get a customer is from
competition.

Mythbuster Customers
are not only present
where competition is.

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Myth 5 Just advertise and - You will sell.

Mythbuster Advertising will only sell,

Not retain customers.
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Myth 6 No difference between marketing & selling

Mythbuster Selling focuses on the needs of the

seller; marketing on the needs of the buyer.

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Myth 7 In the absence of relationships trust builds
financial brands

Mythbuster Trust is not a differentiator at all

it is the very minimum that the customer expects!!

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So what will the differentiators be :

Technology ?

Brand ?

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 The real differentiator of
customer centricity in a
commoditised world of financial
products -
Customer Service !

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 Thank You
sagarnarsian@yahoo.com

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