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Bhagwan Chaudhary - Sunday, October 30, 2016, 9:47 PM

 
            In general sense marketing can be taken as everything an organization does to
build a relationship between the company and consumer. A company's vision, mission,
messages and objectives must be marketed in ways so that they speak properly to the
intended target audience.
            "Marketing is the activity, set of institutions, and processes for creating,
communicating, delivering, and exchanging offerings that have value for customers,
clients, partners, and society at large”- as defined by American Marketing Association.
The above definition clearly defines that the heart of every successful business lies in
marketing. So, the success of a business depends all on the marketing. However,
marketing is much broader concept than actually thought by most people. As a working
professional in banking industry, I would like to highlight some of the important
marketing related activities in my bank 'Mega Bank Nepal Limited'.
Mega has always tried to be in the reach of the people of all levels in the society,
hence, the slogan 'Plough to Power'. This slogan has definitely been highlighted in the
activities done by the bank as it has loan products ranging from a few thousands to
massive mega corporate projects and business houses. Various campaigns have been
conducted by the bank to target the rags to riches of the society. The banks as any
other organizations have been established is to make profit and for that the banks need
to provide financial facilities to the customers from which they earn.
Whenever a new product or service is launched then there is much market research
done so that the customers who need to be focused to be identified and the
environmental analysis of political, economic, legal, social and technological aspects can
be done. Promotional activities done by the bank has let customers know about it, and
have attracted customers to get associated with the bank as well. First of all the
potential customers or the target market is identified so that the appealing new
strategies can be used to focus them.
It is evident that financial institutions are associated with various many areas of the
economy of a country, it has been necessary for the banks to focus on fast, easy and
cheap procedures to cater the customer needs. Mega Bank has been focusing always to
do so by digitizing the services such as mobile banking, tab banking, national and
international visa debit and credit cards, online banking etc. The marketing activities
done by the bank definitely add value to the customers by providing them with more
benefits than the costs that they need to bear for the services they get.
Convincing the customers to use the products and services that the bank provides is a
major task to be done as it is evident that they have fear and risks that they perceive
before using the services and products. Hence, Mega Bank has the history of using
various celebrities as brand ambassadors such as Suraj Singh Thakuri (TV
Anchor/Actor) and currently Priyanka Karki (Actor/ Singer/ VJ) and Paras Khadka
(Captain Nepali Cricket Team) are the brand ambassadors. The CEO- Mr. Anil Keshary
Shah, GM- Ms. Anupama Khunjeli and AGM- Ms. Raveena Desraj Shrestha are
prominent figures in the Nepalese Banking industry that has helped to attract more
customers in the short span of time.
Various events are organized from time to time to be near to the customers and gain
their feedbacks so that we can provide the services better efficiently and effectively.
The corporate colors are blue and red with the 'M' sign as the main focus letter. This
has also built a brand image and are meant reassuring, thoughtful and reliable with red
to be power and lucky color. Hence, marketing is a crucial factor needed in any
organization of any field. Through the use of my own professional career, I have tried
to explain the basic concepts of marketing.
Kotler, P. & Keller, K. L. (2016) Marketing management (15th Ed.). New York: NY,
Prentice Hall.
Thimmesch, M. (2010, Aug. 08). What is marketing? How 10 experts define it.
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