Marketing Strategies

for Financial Services

By-Sahil Khosla

MARKETING CONCEPT

A situation where buyers and sellers of a commodity interact.Coming together of buyers and sellers of the same or similar commodities

TYPES OF MARKET

Geographical Area Product Nature of Transaction Volume of Transaction

MARKETING

Marketing is the process of determining consumer demand for a product or service, motivating its sale and distributing it into ultimate consumption at a profit

A management function A Business Philosophy

EVOLUTION OF MODERN MARKETING

Industrial revolution Digital revolution Barter System Customer and market driven Wants of customers CRM Customer Satisfaction Nothing is worthwhile unless it

touches the customer

MARKETING VS SELLING

MARKETING MANAGEMENTA process of planning and executing the conception, pricing , promotion and distribution of goods and services and ides to create exchanges with target groups that satisfy customer and organizational objectives.

FUNCTIONS OF MARKETING MANAGEMENT

Analysis Planning Implementation Control

IMPORTANCE OF MARKETING FOR INDIAN BANKS

"The relevance of aggressive marketing in banks has come to the fore as never before" - M N Goiporia.

CHARACTERISTICS OF SERVICES Intangibility Inseparability Heterogeneity Perishability

SERVICE

A service is any act or performance that one party can offer to another that is essentially intangible and does not result in the ownership of anything. It’s production may or may not be tied to physical product.

S.No.S.No. Physical GoodsPhysical Goods ServicesServices

1.1. TangibleTangible IntangibleIntangible

2.2. HomogeneousHomogeneous HeterogeneousHeterogeneous

3.3. Product and distribution Product and distribution separated from separated from consumptionconsumption

Production, distribution Production, distribution and consumption re and consumption re simultaneous processsimultaneous process

4.4. A thingA thing A activityA activity

5.5. Core value produced in Core value produced in factory factory

Core value produced in Core value produced in buyer-seller interactionbuyer-seller interaction

6.6. Customers do not Customers do not participate in the participate in the production processproduction process

Customers participate in Customers participate in productionproduction

7.7. Can be kept in stockCan be kept in stock Cannot be kept in stockCannot be kept in stock

8.8. Transfer of ownershipTransfer of ownership No transfer of ownershipNo transfer of ownership

MAREKTING OF FINANCIAL SERVICES

Intangibility, inseparability and heterogeneity are manifested at both strategic and tactible levels in services marketing. Marketing strategy provides the organisation with a sustainable competitive advantage in the markets it operates.Organization should understand consumer needs and identifies how those consumers should be grouped into different market segments.Product attributes, pricing decisions, methods of distribution and communication should all seek to reflect the chosen position.

BANK MARKETING Provides services Aimed to satisfy customer’s needs and

wants Needs and wants may be non financial in nature

Competitive element, efficiency and effectiveness

Organizational objectives are still the driving force

Commercial objective to make profitSocial Objectives

Essentials for a Banks SuccessCannot exist without customerCreate, win and keep customersOrganizational design should be

oriented to the customerDeliver total satisfaction to the

customer Customer satisfaction is affected by the performance of all the personnel of the bank.

MARKETING MIX Key concept in the modern marketing Considered to be core of marketing It is the set of tools that the firm uses to

pursue its marketing objectives in the target market

Decisions must be made for both the distribution channels and the final consumers

Marketing Lessons

Product

Price

Place

Promotion

Consumer

Cost

Convenience

Communication

OLD New

Wining companies are those that can meet customer needs economically and conveniently and with effective communication

Services Marketing Mix – 7P’sProduct, Price, Place, Promotion, People, Physical evidence, Process

PRODUCTA product is anything that can be offered to a market for attention, acquisition, use or consumption that might satisfy a want or need

PRODUCT PERSONALITY

THE CORE

THE ASSOCIATED FEATURES

THE BRAND NAME & LOGO

THE PACKAGE AND LABEL

PRODUCT LEVELS

Core benefit, basic product, expected product, Augmented product and Potential product.

PRODUCT CATEGORY Durability, tangibility and use Product item, Product Line, Product mix Banking product

PRODUCT PLANNING

The process of product planning consists of determining the strategies in respect of various elements. Product Line, Product Mix, Branding, Packaging and New product development.

PRODUCT LIFE CYCLEIntroduction, Growth, Maturity, DeclineThe product Life cycle operates at three levels product level, product sub category, brand level.

WEAKNESS OF PLC CONCEPTUndefined conceptNo uniform shapeUnpredictable turning pointsUnclear implications

PRODUCT STRATEGIESStrategies based on Product MixStrategies based on Product Life Cycle

PRODUCT MODIFICATIONQuality ImprovementFeature ImprovementStyle Improvement

PRODUCT ELIMINATIONGROWTH STRATEGIES

IntensiveIntegratedDiversification

NEW PRODUCT DEVELOPMENTIdea ScreeningConcept TestingProduct DevelopmentTest MarketingCommercial Launch

DIVERSIFICATIONConcentric Diversification – technologically related but the target customers are entirely differentHorizontal Diversification - technologically

unrelated but the target customers are sameConglomerate Diversification – no relationship with the existing product

BRANDINGLine ExtensionBrand ExtensionMulti brandsNew Brands

PACKAGING Primary PackageSecondary PackageShipping Package

LABELLINGIdentify the product or brandDescribing informationPromoting the product through 'attractive graphics'

PRICINGPrice is the sum value of all the values that consumers exchange for the benefits or having or using the product or service

Different forms - Goods bought, hire charges, tuition feesDynamic Pricing - Varying pricesFlexibility

OBJECTIVE OF PRICINGProfitSurvivalMarket ShareCash FlowStatus QuoProduct QualityCommunicating ImageShort term/Long term

FACTORS INFLUENCING PRICINGThe Customer's Demand ScheduleThe Cost Function and Competitors Prices

PRICING METHODSMark up PricingVariable costs and contribution for fixed costs

Absorption cost Pricingmargin for profit

Target Return PricingReturn on the investment

Marginal cost PricingDirect variable costs are fully realizedOnly a portion of fixed costs may realized

Perceived Value PricingBuyer’s perception of value

Value PricingProduct with high value at a fairly low price

Going Rate PricingBased on competitor’s prices

PRICING METHODS (Contd..)Auction Type Pricing

English AuctionsOne seller many buyer

Dutch Auctions Sealed Bid Auctions

Group Pricing.

Pricing StrategiesGeographical pricingPrice discount and allowancesPsychological pricingPromotional pricing

Loss-leader pricingLoss is covered by sale of other itemsSpecial event pricingCash rebatesLow-interest financingLonger payment termsWarranties and service contractsPsychological discounting

Pricing Strategies (Contd.) Discriminating pricing

First degreedifferent prices to each customer depending

upon their intensity of demand

Second degreeLower prices for buyers of a larger volume

Third degreeCustomer groups – student, senior

citizen

Product formImage pricingChannelLocationTime

Pricing Strategies (Contd.)

Product-mix pricingProduct line pricing –developing product lineCaptive-product pricing – main product at lower price, ancillary product at higher priceTwo-part pricing – split into fixed and variable componentBy-product pricing – by-products obtained in production of other productsProduct-bundling pricing

Market skimming pricing Market-penetration pricing

DistributionDistribution channel

Marketing channels are sets of independent organizations involved in the process of

making a product or service available for use of

consumption.

Functions of distribution channelsMarket informationPromotionContactMatchingNegotiationProduct informationPhysical distributionFinancing

Channels typesChannel 1, Channel 2, Channel 3, Channel 4, Factor influencing channel section

Product characteristicsPerishable productsConsumer durablesIndustrial products

Market characteristicsCustomer characteristicsCompany resourcesCompetitionProduct lines

Channels for banking productsIntangibilityInseparabilityVariabilityPerishabilityClient relationship

BranchesOther channels

Tele-bankingATMsComputerizationPlastic CardsVirtual branches and automated video banking

Intermediaries in banking servicesDSAAutomobile DealersMerchant establishments

Physical distributionTransportationWarehousingInventory

Tasks of physical distributionForecastingOrder processingInventory management

StorageProtective packagingTransportation

PromotionRole of promotion

PersuasionInformRemindingReinforcing

Promotion mix

AdvertisingPersonal

sell ing

Sales Promotion

Public Relations

Direct Marketing

Blended Mix of Promotion Tools

Promotion mix strategies• Push strategy -Retailer

• Pull strategy - Customer

Factors influencing promotion mix• Types of product/market• Buyer’s readiness stage• PLC stage

Promotion mix integration

Marketing Information System (MIS)Features of MIS

Master PlanCoordinationFuture OrientationComputerized EnvironmentAnalyse Quantitative InformationRegular flow of Information

Functions of MISCollecting and assembling dataProcessing of dataAnalysis of dataStorage of dataDiscrimination of information

Need of MIS

Complex marketing activityKnowledge /information explosionCommunication gapPrompt decisionNon-price competition

Kinds of information needed• Information about market forces• Information about the bank’s market

behaviour• Internal information

Components of MIS• Internal marketing information• Marketing intelligence system• Marketing research system

Advantages of MIS