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JAIIB/DB&F-Principles & Practices of Banking

JAIIB/DB&F-Principles & Practices of Banking – Module D- Support Services – Marketing of Banking Services - Ms.Neha Gupta. MARKETING CONCEPT Market A situation where buyers and sellers of a commodity interact. Coming together of buyers and sellers of the same or similar commodities

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JAIIB/DB&F-Principles & Practices of Banking

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  1. JAIIB/DB&F-Principles & Practices of Banking – Module D- Support Services – Marketing of Banking Services - Ms.Neha Gupta

  2. MARKETING CONCEPT • Market • 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

  3. 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

  4. 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

  5. MARKETING VS SELLING • MARKETING MANAGEMENT • 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 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

  7. 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.

  8. 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.

  9. 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 profit • Social Objectives

  10. Essentials for a Banks 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.

  11. 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

  12. Marketing Lessons OLD New Product Consumer Price Cost Convenience Place Promotion Communication

  13. Wining companies are those 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

  14. PRODUCT A 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

  15. 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

  16. 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 CYCLE Introduction, Growth, Maturity, Decline The product Life cycle operates at three levels product level, product sub category, brand level.

  17. WEAKNESS OF PLC CONCEPT • Undefined concept • No uniform shape • Unpredictable turning points • Unclear implications • PRODUCT STRATEGIES • Strategies based on Product Mix • Strategies based on Product Life Cycle

  18. PRODUCT MODIFICATION • Quality Improvement • Feature Improvement • Style Improvement • PRODUCT ELIMINATION • GROWTH STRATEGIES • Intensive • Integrated • Diversification

  19. NEW PRODUCT DEVELOPMENT • Idea Screening • 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

  20. BRANDING • Line Extension • Brand Extension • Multi brands • New Brands • PACKAGING • Primary Package • Secondary Package • Shipping Package • LABELLING • Identify the product or brand • Describing information • Promoting the product through 'attractive graphics'

  21. PRICING • Price 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 fees • Dynamic Pricing - Varying prices • Flexibility

  22. OBJECTIVE OF PRICING • Profit • Survival • Market Share • 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

  23. PRICING METHODS • Mark up Pricing • 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

  24. PRICING METHODS (Contd..) • Auction Type Pricing • English Auctions • One seller many buyer • Dutch Auctions • Sealed Bid Auctions • Group Pricing.

  25. Pricing Strategies • Geographical pricing • Price discount 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

  26. Pricing Strategies (Contd.) • Discriminating pricing • 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

  27. Pricing Strategies (Contd.) • Product-mix pricing • 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

  28. Distribution Distribution channel Marketing channels are sets of independent organizations involved in the process of making a product or service available for use of consumption.

  29. Functions of distribution channels • Market information • Promotion • Contact • Matching • Negotiation • Product information • Physical distribution • Financing

  30. 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

  31. Channels for banking products • Intangibility • Inseparability • Variability • Perishability • Client relationship • Branches • Other channels • Tele-banking • ATMs • Computerization • Plastic Cards • Virtual branches and automated video banking

  32. Intermediaries in banking services • DSA • Automobile Dealers • Merchant establishments • Physical distribution • Transportation • Warehousing • Inventory • Tasks of physical distribution • Forecasting • Order processing • Inventory management • Storage • Protective packaging • Transportation

  33. Promotion • Role of promotion • Persuasion • Inform • Reminding • Reinforcing

  34. Promotion mix Blended Mix of Promotion Tools Personal selling Advertising Public Relations Sales Promotion Direct Marketing

  35. 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

  36. Marketing Information System (MIS) • Features of MIS • Master Plan • Coordination • Future Orientation • Computerized Environment • Analyse Quantitative Information • Regular flow of Information

  37. Functions of MIS • Collecting and assembling data • Processing of data • Analysis of data • Storage of data • Discrimination of information

  38. Need of MIS • Complex marketing activity • Knowledge /information explosion • Communication gap • Prompt decision • Non-price competition

  39. 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

  40. Q ? ueries

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