Professional Documents
Culture Documents
GROUP MEMBERS
Milton 8225 Alston Pereira 8248 Jeyson Barboza 8249 Vicky Ramesh 8250 Cliffton Kinny 8251 Gracias
INTRODUCTION
BANK MARKETING THE CONCEPT
Understanding the customers Satisfying the customers Excelling Competition Social Orientation Formulating and Innovating the Mixes
7 PS of MARKETING
It is very important for any bank to identify the 7 Ps of services so as understands their customers better and provide them with best of service.
PRODUCT MIX
According to Philip Kotler, a product is anything that can be offered to market for attention, acquisition, use or consumption that satisfy a want or need. It includes physical objects (TV), service (banking), person (political person), place (holiday resort), organization (red cross) and idea (aid awareness).
PRODUCT WIDTH
Offering ATM Network iconnect-Internet Banking Telebanking 7-Day Banking
Offering
Rewards Dial-A-Draft Credit Limit Increase 24-Hour ATMs Photo card Overdraft facility Free ATM Card
PRODUCT LEVELS
Core Product The basic necessity to use banking services in order to handle finance more efficiently
Expected Product Timely service Long banking hours Low interest rates
Augmented Product Goods waiting rooms Extensive ATM network Promotiona l Discounts
Potential Product and internet Banking New Schemes tailored for specific customers
PRICE MIX
ATM Card Issue Free 2 ATM cards issued free if it joint account Add on Card Duplicate Card Current Account Transaction Charges Charges for issue of Cheques book Issue of duplicate statement Account closure Rs.100 Rs.100 Rs.25 per page Rs.25 per page NIL NIL NIL RS. 100 Beyond 2 cards Rs.100 Savings Account NIL
Some of the important factors affecting the location analysis of a bank are:
1. 2. 3. 4. 5. 6. 7. 8. 9. 10. 11. 12.
The trade area Population characteristics Commercial structure Industrial structure Banking structure Proximity to other convenient outlets Real estate rates Proximity to public transportation Drawing time Location of competition Visibility Access
PROMOTION MIX
Promotion is nothing but making the customer more and more aware of the services and benefits provided by the bank. o SMS services o Finalizing the Budget o Selecting a suitable vehicle Making possible creativity Testing the Effectiveness Instrumentality of Branch Managers
Different Ways Of
Public Relations Personal Selling Sales Promotion Word of mouth Promotion Telemarketing Internet
PEOPLE
PROCESS MIX
PHYSICAL ENVIRONMENT