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Financial service marketing by sahil
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- 2. MARKETING CONCEPT A situationwhere 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
- 3. MARKETING Marketing is theprocess 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
- 4. EVOLUTION OF MODERNMARKETING Industrial revolution Digital revolution Barter System Customer and market driven Wants of customers CRM Customer Satisfaction Nothing is worthwhile unless it touches the customer
- 5. MARKETING VS SELLING MARKETINGMANAGEMENT A 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
- 6. IMPORTANCE OF MARKETINGFOR 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
- 7. SERVICE A service isany 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.
- 8. S.No.S.No. Physical GoodsPhysicalGoods ServicesServices 1.1. TangibleTangible IntangibleIntangible 2.2. HomogeneousHomogeneous HeterogeneousHeterogeneous 3.3. Product and distributionProduct and distribution separated fromseparated from consumptionconsumption Production, distributionProduction, distribution and consumption reand consumption re simultaneous processsimultaneous process 4.4. A thingA thing A activityA activity 5.5. Core value produced inCore value produced in factoryfactory Core value produced inCore value produced in buyer-seller interactionbuyer-seller interaction 6.6. Customers do notCustomers do not participate in theparticipate in the production processproduction process Customers participate inCustomers 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
- 9. MAREKTING OF FINANCIALSERVICES 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.
- 10. BANK MARKETING Provides services Aimedto 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 profit Social Objectives
- 11. Essentials for aBanks Success Cannot exist without customer Create, win and keep customers Organizational design should be oriented to the customer Deliver total satisfaction to the customer Customer satisfaction is affected by the performance of all the personnel of the bank.
- 12. MARKETING MIX Key conceptin 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
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- 14. Wining companies arethose that can meet customer needs economically and conveniently and with effective communication Services Marketing Mix – 7P’s Product, Price, Place, Promotion, People, Physical evidence, Process
- 15. PRODUCT A product isanything 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
- 16. 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
- 17. PRODUCT PLANNING The processof product planning consists of determining the strategies in respect of various elements. Product Line, Product Mix, Branding, Packaging and New product development. PRODUCT LIFE CYCLE Introduction, Growth, Maturity, Decline The product Life cycle operates at three levels product level, product sub category, brand level.
- 18. WEAKNESS OF PLCCONCEPT Undefined concept No uniform shape Unpredictable turning points Unclear implications PRODUCT STRATEGIES Strategies based on Product Mix Strategies based on Product Life Cycle
- 19. PRODUCT MODIFICATION Quality Improvement FeatureImprovement Style Improvement PRODUCT ELIMINATION GROWTH STRATEGIES Intensive Integrated Diversification
- 20. NEW PRODUCT DEVELOPMENT IdeaScreening Concept Testing Product Development Test Marketing Commercial Launch DIVERSIFICATION Concentric Diversification – technologically related but the target customers are entirely different Horizontal Diversification - technologically unrelated but the target customers are same Conglomerate Diversification – no relationship with the existing product
- 21. BRANDING Line Extension Brand Extension Multibrands New Brands PACKAGING Primary Package Secondary Package Shipping Package LABELLING Identify the product or brand Describing information Promoting the product through 'attractive graphics'
- 22. PRICING Price is thesum 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 fees Dynamic Pricing - Varying prices Flexibility
- 23. OBJECTIVE OF PRICING Profit Survival MarketShare Cash Flow Status Quo Product Quality Communicating Image Short term/Long term FACTORS INFLUENCING PRICING The Customer's Demand Schedule The Cost Function and Competitors Prices
- 24. PRICING METHODS Mark upPricing Variable costs and contribution for fixed costs Absorption cost Pricing margin for profit Target Return Pricing Return on the investment Marginal cost Pricing Direct variable costs are fully realized Only a portion of fixed costs may realized Perceived Value Pricing Buyer’s perception of value Value Pricing Product with high value at a fairly low price Going Rate Pricing Based on competitor’s prices
- 25. PRICING METHODS (Contd..) AuctionType Pricing English Auctions One seller many buyer Dutch Auctions Sealed Bid Auctions Group Pricing.
- 26. Pricing Strategies Geographical pricing Pricediscount and allowances Psychological pricing Promotional pricing Loss-leader pricing Loss is covered by sale of other items Special event pricing Cash rebates Low-interest financing Longer payment terms Warranties and service contracts Psychological discounting
- 27. Pricing Strategies (Contd.) Discriminatingpricing First degree different prices to each customer depending upon their intensity of demand Second degree Lower prices for buyers of a larger volume Third degree Customer groups – student, senior citizen Product form Image pricing Channel Location Time
- 28. Pricing Strategies (Contd.) Product-mixpricing Product line pricing –developing product line Captive-product pricing – main product at lower price, ancillary product at higher price Two-part pricing – split into fixed and variable component By-product pricing – by-products obtained in production of other products Product-bundling pricing Market skimming pricing Market-penetration pricing
- 29. Distribution Distribution channel Marketing channelsare sets of independent organizations involved in the process of making a product or service available for use of consumption.
- 30. Functions of distributionchannels Market information Promotion Contact Matching Negotiation Product information Physical distribution Financing
- 31. Channels types Channel 1,Channel 2, Channel 3, Channel 4, Factor influencing channel section Product characteristics Perishable products Consumer durables Industrial products Market characteristics Customer characteristics Company resources Competition Product lines
- 32. Channels for bankingproducts Intangibility Inseparability Variability Perishability Client relationship Branches Other channels Tele-banking ATMs Computerization Plastic Cards Virtual branches and automated video banking
- 33. Intermediaries in bankingservices DSA Automobile Dealers Merchant establishments Physical distribution Transportation Warehousing Inventory Tasks of physical distribution Forecasting Order processing Inventory management Storage Protective packaging Transportation
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- 36. 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
- 37. Marketing Information System(MIS) Features of MIS Master Plan Coordination Future Orientation Computerized Environment Analyse Quantitative Information Regular flow of Information
- 38. Functions of MIS Collectingand assembling data Processing of data Analysis of data Storage of data Discrimination of information
- 39. Need of MIS Complexmarketing activity Knowledge /information explosion Communication gap Prompt decision Non-price competition
- 40. Kinds of informationneeded • 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