General bank management marketing for bankers
اسلاید 1: C A I I BGeneral Bank ManagementMarketing Management for Bankers MODULE D
اسلاید 2: 2What is Marketing…??Selling?Advertising?Promotions?Making products available in stores?Maintaining inventories? All of the above, plus much more!
اسلاید 3: 3Marketing = ?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
اسلاید 4: 4Marketing = ?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.
اسلاید 5: 5Simple Marketing SystemIndustry(a collection of sellers)Market(a collection of Buyers)Goods/servicesMoneyCommunicationInformation
اسلاید 6: 6Marketing = ?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 P’s – productprice placepromotion
اسلاید 7: 7The 4 Ps & 4CsMarketingMixProductPricePromotionPlaceCustomerSolutionCustomerCostCommunicationConvenience
اسلاید 8: 8Difference Between - Sales & Marketing ?Sales trying to get the customer to want what the company producesMarketing trying to get the company produce what the customer wants
اسلاید 9: 9Scope – What do we marketGoods Services Events ExperiencesPersonalitiesPlaceOrganizationsPropertiesInformationIdeas and concepts
اسلاید 10: 10Core Concepts of MarketingBased on :Needs, Wants, Desires / demandProducts, Utility, Value & SatisfactionExchange, Transactions & RelationshipsMarkets, Marketing & Marketers.
اسلاید 11: 11Needs, wantsdemandsMarketsMarketing &MarketersUtility, Value &SatisfactionXchange, TransactionRelationshipsProductsCore Concepts of Marketing
اسلاید 12: 12Core Concepts of MarketingNeed – food ( is a must )Want – Pizza, Burger, French frys ( 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
اسلاید 13: 13In order to understand Marketing let us begin with the Marketing TriangleCustomersCompetitionCompany
اسلاید 14: 14Who is a Customer ??Anyone who is in the market looking at a product / service for attention, acquisition, use or consumption that satisfies a want or a needCUSTOMER IS . . . . .
اسلاید 15: 15Customer –CUSTOMER has needs, wants, demands and desiresUnderstanding these needs is starting point of the entire marketing These needs, wants …… arise within a framework or an ecosystemUnderstanding both the needs and the ecosystem is the starting point of a long term relationship
اسلاید 16: 16How 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 => SatisfactionPerformance < Expectations => Dissatisfaction
اسلاید 17: 17Customers - 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
اسلاید 18: 18Customer looks for ValueValue = Benefit / CostBenefit = Functional Benefit + Emotional BenefitCost = Monetary Cost + Time Cost + Energy Cost + Psychic Cost
اسلاید 19: 19Analysis Of CompetitionWho are your competitors?What are their strengths and weaknesses?What have been their strategies?How are they likely to respond to your Marketing plan?
اسلاید 20: 20Strategic MarketingStrategic marketing management is concerned with how we will create value for the customerAsks two main questionsWhat is the organization’s main activity at a particular time? – Customer ValueWhat are its primary goals and how will these be achieved? – how will this value be delivered
اسلاید 21: 21Strategic PlanningStrategic Planning is the managerial process of creating and maintaining a fit between the organization’s objectives and resources and the evolving market opportunities.Also called Strategic Management ProcessAll organizations have thisCan be Formal or Informal
اسلاید 22: 22 The Strategic-Planning, Implementation, and Control Process
اسلاید 23: 23Business Strategic-Planning ProcessExternal environment (Opportunity & Threat analysis)Internal Environment (Strength/ Weakness analysis)Goal FormulationBusiness Mission
اسلاید 24: 24Strategy FormulationEnvironmental AnalysisInternal AnalysisCompetitorCustomerSupplierRegulatorySocial/ PoliticalTechnology Know-HowManufacturing Know-HowMarketing Know-HowDistribution Know-HowLogisticsStrength & WeaknessesIdentity Core CompetenciesOpportunities & ThreatsIdentify opportunityFit internal Competencies with external opportunitiesFirm Strategies
اسلاید 25: 25The Marketing PlanA written document that acts as a guidebook of marketing activities for the marketing manager
اسلاید 26: 26CONTENTS of MARKETING PLAN Business Mission StatementObjectivesSituation Analysis (SWOT)Marketing StrategyTarget Market StrategyMarketing MixPositioningProductPromotionPricePlace – DistributionPeopleProcessImplementation, Evaluation and Control
اسلاید 27: 27The Marketing ProcessBusiness Mission StatementObjectivesSituation or SWOT AnalysisImplementation Evaluation, ControlTarget Market StrategyMarketing StrategyProductPromotionPlace/DistributionPriceMarketing Mix
اسلاید 28: Marketing Environment
اسلاید 29: 29Why a product like radio declined and now once again emerging as an entertainment medium ?
اسلاید 30: 30What Were the Drivers of This Change ?Technology ?Government policy ?Other media substitutes ?
اسلاید 31: 31Why Market Leaders Suffered ?HMT vs. TitanHLL vs. NirmaBajaj vs. HondaDot.com boom, then bust and now resurgenceMarket leadership today cannot be taken for granted.New and more efficient companies are able to upstage leaders in a much shorter period.
اسلاید 32: 32Factors Influencing Company’s Marketing Strategy
اسلاید 33: 33DemographicsSocialChangeEconomicConditionsPolitical & Legal FactorsTechnologyCompetitionEnvironmentalScanningTarget MarketProductDistributionPromotionPriceExternal Environment is not controllableEver-ChangingMarketplaceExternal Marketing EnvironmentPhysical / Natural
اسلاید 34: 34The macro-environmentis the assessment of the external forces that act upon the firm and its customers, that create threats & opportunities
اسلاید 35: 35P r o d u c t
اسلاید 36: 36Anything that is offered to the market for attention, acquisition, use or consumption that satisfies a want or a need Product is . . . . .
اسلاید 37: 37Types of ProductsConsumerProductsIndustrialProductsPRODUCTSServices
اسلاید 38: 38Product Items, Lines, and MixesProduct ItemProduct LineProduct MixA specific version of a product that can be designated as a distinct offering among an organization’s products.A group of closely-related product items.All products that an organization sells.
اسلاید 39: 39Product MixWidth – how many product lines a company hasLength – how many products are there in a product lineDepth – how many variants of each product exist within a product lineConsistency – how closely related the product lines are in end use
اسلاید 40: 40Gillette’s Product Lines & MixBlades andWritingrazorsToiletriesinstrumentsLightersFusion – 5 bladeMach 3 TurboMach 3 Series Paper Mate CricketSensorAdorn Flair S.T. Dupont Trac IIToniS.T. DupontAtra Right GuardSwivel Silkience Double-Edge Soft and Dri Lady Gillette Foamy Super Speed Dry LookTwin Injector Dry Idea Techmatic Brush Plus Width of the product mixDepth of the product lines
اسلاید 41: 41What is a Service? Defining the EssenceAn 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
اسلاید 42: 42Some Industries - Service SectorBanking, stock brokingLodgingRestaurants, bars, cateringInsuranceNews and entertainmentTransportation (freight and passenger)Health careEducationWholesaling and retailingLaundries, dry-cleaningRepair and maintenanceProfessional (e.g., law, architecture, consulting)
اسلاید 43: 43Classification of ServicesPure Tangible ProductMaterials / ComponentsComputersMajor Product withMinor ServicesProduct = ServiceMajor Service withMinor ProductBusiness HotelsGood TransportationBankingPure Intangible Service
اسلاید 44: 44Intangibility – 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 variablePerishability – Services cannot be stored.Non Ownership - Services are rendered but there is no transfer of titleMajor Characteristic of Services
اسلاید 45: 45The Marketing MixThe 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 evidenceMarketers today are focused on virtually all aspects of the firm’s operations that have the potential to affect the relationship with customers.
اسلاید 46: 46The “8Ps” of Integrated Service Management vs. the Traditional “4Ps” Product elementsPlace, cyberspace, and timeProcessProductivity and qualityPeoplePromotion and educationPhysical evidencePrice and other user outlays
اسلاید 47: 47The Give and Get of Marketing
اسلاید 48: 48Great Words on Marketing“The purpose of a company is ‘to create a customer…The only profit center is the customer.’”“A business has two—and only two—basic functions: marketing and innovation. Marketing and innovation produce results: all the rest are costs.”“The aim of marketing is to make selling unnecessary.”“While great devices are invented in the Laboratory, great products are invented in the Marketing department.”“Marketing is too important to be left to the marketing department.”
اسلاید 49: 49Drivers of Customer SatisfactionMany aspects of the firm’s 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 customersAbility to add value and to differentiate as a firm focuses more on the top levels
اسلاید 50: 50Marketers and MarketsMarketers 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
اسلاید 51: 51Stages of Customer Interaction
اسلاید 52: 52What Changed in Marketing…Organize by product unitsFocus on profitable transactionsLook primarily at financial scorecardFocus on shareholdersMarketing does the marketingBuild brands through advertisingFocus on customer acquisitionNo customer satisfaction measurementOver-promise, under-deliverOrganize by customer segmentsFocus on customer lifetime valueLook also at marketing scorecard Focus on stakeholdersEveryone does the marketingBuild brands through performanceFocus on customer retentionMeasure customer satisfaction and retention rateUnder-promise, over-deliverOld EconomyNew Economy
اسلاید 53: 53Are Banks truly marketing-savvy and customer - centric?
اسلاید 54: 54Myth 1 – The larger the range of products, the more customer-centric I am.Mythbuster – The range of products has emerged from beingcompetition-centric.
اسلاید 55: 55Myth 2 – Better technology (read CRM) leads tobetter customer service.Mythbuster – Technologyalone does not deliver, helps people do.
اسلاید 56: 56Myth 3 – Launch a product and the customer will startusing instantly.- Give a customer a card and he will learn how to play with it immediatelyMythbuster – Customers needTo be educated too…
اسلاید 57: 57Mythbuster – Customers are not only present where competition is.Myth 4 – The only way to get a customer is fromcompetition.
اسلاید 58: 58Myth 5 – Just advertise and - You will sell.Mythbuster – Advertising will only sell, Not retain customers.
اسلاید 59: 59Myth 6 – No difference between marketing & sellingMythbuster – “Selling focuses on the needs of the seller; marketing on the needs of the buyer.
اسلاید 60: 60Myth 7 – In the absence of relationships ‘trust’ builds financial brandsMythbuster – Trust is not a differentiator at all… it is the very minimum that the customer expects!!
اسلاید 61: 61So what will the differentiators be :Technology ?Brand ?
اسلاید 62: 62The real differentiator of customer – centricity in a commoditised world of financial products - Customer Service !
اسلاید 63: 63Thank Yousagarnarsian@yahoo.com
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