Professional Documents
Culture Documents
Services
S. No Reference No Particulars Slide
From-To
9 Chapter 9 167-180
Marketing Financial Services in
the International market
181-198
10 Chapter 10
Pricing
11 199-215
Chapter 11 Product Management and
Distribution
12 216-239
Chapter 12
Promotion
13 240-259
Chapter 13 Consumer Relationship in
Financial Services
Course Introduction
• The development of marketing in the financial services sector has been sluggish,
and for a long time the industry was perceived as product oriented.
• Marketing of financial services identifies that the main function of the financial
services marketer is to make an investment decision. The course focuses on the
major types of decisions and problems that are facing the financial services
market.
1 Learning Objectives 7
5 Let’s Sum Up 16
• Explain the meaning and concept of financial services
• Financial services refer to the services catering to the financial needs of people,
organisations, and government of a country, also plays an important role in the
growth of an economy.
• There were several factors which limited the growth of the financial services
industry in India:
• Financial markets assist buying and selling of financial services claims, assets
and securities.
2. Different Roles Played by Financial Services
Investment banks
Insurance companies
Brokerages
Mutual funds
Private equity
Venture capital
Government Welfare
• Government polices work as a regulator to the services offered in the financial
market.
• Government imposes its policies to cater to the needs of financial market and
improve the economic condition of a country through the financial market.
• Financial services are offered keeping in mind the norms and policies of the
Government and its current policies.
• Reserve Bank of India is the apex body which controls and regulates all the
banks and banking system, and helps the Government in monitoring and
accelerating the growth of the economy.
1. Regulation of Financial Services
Following are the major regulatory authority and governing bodies in India that
regulate the functioning of financial system and market:
• Ministry of Finance
• The Security and Exchange Board of India (SEBI): It plays an important role in
regulation of the securities market in India. It was formed in the year 1988
aiming at safeguarding the interest of the investors in the securities market.
• The Reserve Bank of India (RBI): It was established in the year 1935 aiming at
regulating the issue of Bank Notes and monitoring the currency, financial, and
credit system of the country. It plays a significant role in the economy and
economic growth by introducing the changes into its policies from time to time.
• Financial services refer to the services catering to the financial needs of people,
organisations, and government of a country, also plays an important role in the
growth of an economy.
• The institutions that handle financial transactions, such as investment, loans,
credits, deposits, and funds are known as financial institutions.
• The most universal kind of investment firm is the management investment firm,
which strongly administers a scheme of bonds to get its investment goal.
• The Security and Exchange Board of India (SEBI) plays an important role in
regulation of the securities market in India.
• The Reserve Bank of India (RBI) was established in the year 1935 aiming at
regulating the issue of Bank Notes and monitoring the currency, financial, and
credit system of the country.
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Chapter 2:
Financial Services
Marketplace
Chapter Index
1 Learning Objectives 22
9 Let’s Sum Up 31
• Discuss the evolution of the financial service market
• The first phase commenced in 1985 when the economic reforms were started.
This phase saw the focus on new technological innovations, targets on increased
productivity and the efficient use of the human resources.
• The next phase of the financial sector reforms came to the fore in 1990-92
wherein the economic reforms were the major areas of focus. The government
started the technique of reducing the fiscal deficit by bringing the improvisations
in the banking sector and also the advancement of the technology and its
induction.
• All these practices were done so as to bring in the transparency, organisation and
other pivotal aspects so as to implant the confidence in the investor that their
investments are safe and sound.
Outlining the Product Variants in the Financial Service
Market
• Saving: In simple terms savings is the method of setting aside some of the money
usually in parts so as to attain the desired targets. The purpose of saving is to
have some goal like saving for purchasing a car or a house or it may be saving for
the purpose of dealing with emergency situations.
• There is a basic differentiation between savings and investment. Where the risk
of losing money is much less in saving which is more in any type of
unconventional investment.
Lending and Credit
• Lending: Lending is a process where the creditor is providing the debtor with the
money required by the individual. That individual can be a person or a company.
The repayment of the money can be done under some agreement which the two
parties have come upon which can be done with a process of embarking interest
over the debtor or can be some other process of agreement.
• Credit: The credit can be of many types from a bank credit to investment and
public credit, etc. It should be noted that the amount of money available to be
borrowed by an individual or a company is referred as credit because it needs to
be paid back to the lender at some point at the future. Credit Increases the
account payable (liability) of a company.
Banking and Money Transmission
• Banks play the important role of financial intermediation by pooling savings and
channelising them into investments through maturity and risk transformation,
thereby keeping the engine of the economy running.
• During any action in the course of financial market there is always a very
important role of a bank and its transaction mechanism.
• Therefore, when there is a huge amount of money involved during any process of
a financial market a bank is always working as a financial institute working as a
mediator between these transactions which are going to be done through these
banks.
Life Insurance Products
• Term Insurance: This is a type of life insurance in which no cash is accumulated for the
policy holder. The insurance cover is provided only for a limited time. Some of the
important factors needs to be considered in a term insurance plan are:
– The insured amount (Sum Insured): The amount, which a beneficiary gets in
case of death.
– Premium Amount: The amount paid by the policy holder while purchasing
the insurance.
– Term of the Insurance: The time period for which the insurance amount is
being purchased.
• Endowment Plans: It is a combination of insurance and investment. In contrast to term
plan, which is a pure insurance, there is a maturity benefit in Endowment Plans.
• Unit Linked Insurance Plans (ULIPs): A ULIP is a plan where, investments are
subject to risks associated with the capital markets.
1. General Insurance
Fire Insurance
Health Insurance
Marine Insurance
• Marine: Marine insurance covers the loss or damage to ships, cargo, and
terminals. It also covers the damage to any transport by which property is
transferred, acquired, or held between the points of origin to the point of final
destination.
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Chapter 3: Marketing of
Financial Services
Chapter Index
1 Learning Objectives 37
9 Let’s Sum Up 56
• Discuss the methods of marketing of goods and services
• While planning for any market offering, a marketer considers the five levels of
the product that are: the core benefit, the basic product, the expected product, the
augmented product, and the potential product.
• Service marketing is not only relevant to the service industry but also for the
organisations that offer products to their customers.
• In the beginning years of India’s independence, India grew on the export of labour
intensive products.
• After the 1970s, India realised the growing importance of services and moved
towards optimising the potential opportunities in the field of services.
• There were economists who have raised doubts about the improvement in service
sector activities.
• They observed that this sector has relatively little scope to improve for
productivity.
1. Distinct Characteristics of Financial Services
• Variable: Each service unit is a separate and unique event. Therefore; every event
is experienced exclusively by each customer.
2. Distinct Characteristics of Financial Services
• Financial services comprise of a wide range of activities and are thus subdivided
into traditional and modern activities.
• Both capital and money market activities are imparted by the financial services
• The operations in the financial services are executed under the regulatory bodies
like SEBI and other government agencies or bodies.
• Financial services provide project based advisory services for the new as well as
the ongoing projects. Not only this, it also assists in the collaboration and
acquisition activities.
1. Formulating Marketing Mix of Financial Services
Physical Product
evidence Price
Service
Productivity Marketing Place
Mix
Process Promotion
People
2. Formulating Marketing Mix of Financial Services
• Product: Includes the goods, services, events, persons, places, ideas, and
information offered to the customers by producers. In simple words, product
implies what a seller sells and what a buyer buys. It is the most visible element of
marketing. Product involves decisions about the factors, such as product design,
features, sizes, quality, and packaging.
• Place: Is where one can hope to catch the target customers and where selling can
actually be done. Place refers to looking for precise distribution channels to reach
the customers. In other words, place refers to the distribution channels through
which the final products of manufacturers reach the end users.
• With the advancement of Internet, the marketing of the goods and services has
come together as a whole new concept.
– Setting up of the goals and objectives: This is the crucial aspect of the B2B
marketing as without any clear objective no venture can become a success.
The target should be crystal clear and should constitute aspects like the
wants of the customers as well as the marketers.
• Setting the content which is authentic and is able to engage the customer: This is
another important fact that needs to be taken care of as any content which is not
genuine or which that is suspicious will cause the failure of the product in the
market. Also, the content or the product should be engaging that is it should be
able to lure the customer and built his interest in it.
• Measuring the response of the customers: The B2B marketing is the commercial
dealings between a producer and a merchant or between the trader and a vendor.
This marketing approach should be able to measure the response of the
customers about their products. To acquire customer reviews is very significant.
1. Online Marketing
• Online marketing is the set of powerful tools and techniques used for promoting
products and services through internet.
• It is a dynamic marketing technique that increases the number of potential
customers by giving them various benefits, such as fast service and links to visit
related websites.
• The essential features of a website are:
– Navigation: Facilitates visitors to easily access useful information available
on any part of the website.
– About Us Section: Describes the core business, products, services, and history
of the organisation.
– Fun, Games and Prizes: Attract or distract visitors. Therefore, games and
prizes should match with the nature of the product.
2. Online Marketing
Some of the Web tools that play an important role in Web-based marketing are:
• Website: Refers to a set of interconnected Web pages. If the website of an
organisation has features like easy navigation and comprehensive information
then it can attract a huge number of customers.
• Online Directory: Refers to a tool that functions as interactive yellow pages. An
online directory helps customers who need specific products.
• E-mail Advertising Campaigns: Refer to compiling e-mail addresses of potential
customers and delivering information about upcoming sales discount, location,
offers, and events of the organisation.
• Affiliate Program: Allows organisations to advertise their products and services
on various marketing websites and charge a certain fee for every click by visitors
on the advertisement.
3. Online Marketing
• With online marketing, the customers have complete control of the website. This
is a pivotal feature that needs to be taken care of.
• The content should be striking and must be able to flaunt the latest changes new
products quickly. A slight delay on this part will have severe outcomes.
• The cost of obtaining the customers has gone down drastically that means fall of
new techniques, strategies etc. it must be developed and installed so as to recover
the customers the competitors financial products will acquire the customer which
would be a loss.
• The technology advancement also plays a pivotal role in the online marketing.
The adaption of new technological devices by the marketer is very important.
• The customers’ fidelity is necessary to be maintained at any cost that implies that
the commitments should be strictly adhered to.
1. Negotiation Skills
• Negotiation skills are very important due to the fact that when it comes to
marketing of services, the person handling the marketing is required to have
remarkable negotiation skills.
• In the absence of this important skill the company will suffer by losing the
client and thus will have severe outcomes.
• This expertise assumes all the more importance because of the fact that
severe online marketing as it creates hyper competition.
• The negotiator should be able to convince the customer that a particular service
fulfils the needs of the customer.
• The negotiator should listen to the concerns of the customer and he/she should be
able to address the concerns.
• The negotiator should offer the services to the customer according to the
requirements of the customers.
1. Challenges in Marketing Financial Services
• Dealing with the customers’ requirements: This is the biggest trial that the
marketers have to face on account of the fact that the customer himself does not
know what he is looking at i.e. what are his targets and objectives. This makes
the marketing a very challenging task.
• Usage of analytics and measurements: This is another trial which the marketer
has to bear with the data through the usage of data analytics and pattern
generation.
• Meeting with the requirement of the regulations: This is another problem that
the marketers are required to meet. As the competition rises, the regulations
become more rigorous and all of these are necessary to be compiled with.
• Understanding the social media and marketing in the social media so as to meet
the requirement of different cultures and the society: This is the challenge which
the marketers are required to meet due to the breaking down of the geographical
hurdles and the boundaries.
Let’s Sum Up
• With the advancement of internet, the marketing of the goods and services has
come together as a whole new concept.
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Chapter 4: Building
Strategies and
Market Plans
Chapter Index
1 Learning Objectives 61
5 Let’s Sum Up 90
• Explain the concept of strategic marketing
• Its purpose is to develop plans and actionable items is to ensure that the
competitor’s motives and actions are blocked and secure enviable position in the
market.
2. Strategic Marketing
• The main task of the strategic marketing is to remove all the hurdles that come
in their way to achieve established goals and targets.
• A strategic marketing idea guides the planning team in choosing the right course
of action to improve company’s performance and help the organisation in
achieving its long-term objectives.
3. Strategic Marketing
• Some of the factors which are responsible for achieving the competitive
advantage are as follows:
• Careful and detailed understanding of the market dynamics. This may include
technological advancements and its injection into the business processes.
• Emergence of new entrants in the market. This is again another important factor
which ensures that the company or an organisation may face competition from
multiple dimensions and each of these competitors has tremendous potential to
annihilate the survival of the business.
6. Strategic Marketing
• The fragmentation of the consumer base. This is another important factor which
needs to take into account while developing the strategy for countering the
opponent's plans.
• The challenges of meeting the requirements of the regulatory bodies and the
government policies.
7. Strategic Marketing
• The financial service being greatly impacted by the perception of the individuals
they are required to take into account the various perceptions of the quality so as
to develop plans and strategies to counter the impact of the competitors'
strategies.
• Thus, by keeping in mind the above parameters and factors in mind the
organisation is required to market the financial products and services
accordingly.
8. Strategic Marketing
• Increase sales
• Launch a PR campaign
• A strategic financial thinker makes plans and policies to manage the funds of the
organisation.
• Plans and policies are related to the decisions regarding financial investment and
borrowings, reserves, and surplus.
13. Strategic Marketing
• Taking investment decisions that maximise the net present value and
shareholder’s wealth
• Strategic marketing is a plan that explains how goals will be achieved within a
stipulated timeframe.
• Strategic marketing plan combines product, price, place, promotion, and other
elements to achieve the marketing goals of the organisation within a timeframe.
• It requires the understanding and analysis of the financial market and the
customers as well as it requires a detailed step by step approach to develop the
same.
• A proper analysed and designed strategic plan has the power to take your
business to the top.
3. Developing Strategic Marketing Plan
The necessary steps which must be taken into account while developing the plan:
Develop the plan for corrective and preventive actions based on the
feedback received from the execution of the plan
4. Developing Strategic Marketing Plan
• Determining the objective of the plan: It is one of the most important steps that
need to be addressed in the beginning.
• Unless the objective of the plan is considered, the whole purpose of developing the
strategic marketing plan remains passive or fruitless.
• Once the objective is set, the direction for developing the plan is already laid out.
It makes it easier to process the development of the plan further in an easy and
smooth way.
• This step involves determining marketing goals to answer basic questions, such
as what financial product/ service to launch, when to launch, and how to launch.
These financial marketing objectives should be set after considering
organisational goals.
5. Developing Strategic Marketing Plan
• Define the scope of the plan: This is another vital step which needs to be taken
into consideration.
• The scope basically sets limits for developing the individual components of the
plan. For instance, the insurance plan to be developed should state the
components such a time period, premium, maturity amount etc.
6. Developing Strategic Marketing Plan
• Determine the process and the measures for measuring the performance of the
processes: The step ensures that the various processes which have been identified
need to be measured to manage the plan which has been developed.
• Develop the plan for corrective and preventive actions based on the feedback
received from the execution of the plan: This vital step ensures continuous
progress and thus also provides a competitive edge over the competitors.
• By following the above steps, the organisation may be able to develop a sound
strategic marketing plan.
1. Tools for Strategy Development
Promotional tools
Positioning tools
Pricing tools
• Promotional tools: Promotional tools are required for developing the strategy for
the promotion of the product.
• While developing the strategy the use of the promotional tools is focused on the
usage of the medium to be deployed for the promotional campaign.
• Positioning tools: This is the tool which is required for developing the strategy for
the financial services with respect to the positioning of the product.
• In general this tool takes into account the factors such as what is the correct time
for the product or the service to be launched in the market, i.e. during the festival
times; during the happening of an event.
4. Tools for Strategy Development
• It locates the brand in a customer’s mind, to maximise the latent benefits to the
organisation.
• It confirms that all brand actions have a shared aim, which is guided, directed
and delivered by the reason to buy a certain brand. It is emphasised at all points
of customer contact.
5. Tools for Strategy Development
• Pricing tools: This is another factor which needs to be taken into consideration as
regards to the development of strategy.
• This is focused on the aspect such as the price of the product or the service that is
to be launched.
• A high price of the product or the service will deter the customers especially if the
price of other products is relatively small while the low price of the product will
reduce the profit margin as well as will induce a low confidence to the customers.
6. Tools for Strategy Development
• The branding tool: This is another important aspect which needs to be taken into
consideration while developing the strategy.
• In general this aspect focuses on the aspects such as how to build the brand; how
to ensure that the customers are somehow or the other gets linked to the product
and the like.
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Chapter 5: Financial
Planning
Chapter Index
1 Learning Objectives 95
• It can also be defined as a process of meeting financial goals through the proper
management of the finances.
• An individual may have various financial goals, such as buying a house, saving
for child's higher education or planning for retirement.
2. Concept of Financial Planning
• Financial planning integrates the financial planning process with the financial
planning subject areas.
• It creates a kind of road map in terms of what has to be done to achieve those
goals.
• The main objective of financial planning is to meet the financial goals of the
investor by the right combination of savings and investment.
• Many factors are to be taken into consideration for financial planning, e.g.
economy, government, consumer, education, geographic factors, career, age, etc.
5. Concept of Financial Planning
• Providing financial security and thus ensures that all financial goals are met.
Retirement Planning
Tax Planning
Estate Planning
• This is because markets are cyclical, what offers higher returns today may
become a risky choice to opt for later.
Time Horizon
Risk Tolerance
Financial Situation
1. Aligning Investments to Goals
• Investment strategies should be aligned with each client’s personal goals. Goals-
based investing recognises that investors have conflicting goals.
• Whether a client intends to accumulate assets for retirement, save for a luxury
vacation, donate to trusts, or achieve any other goal, the investment strategy
should be aligned to each goal.
• Therefore, instead of pooling all client assets into a single portfolio, a separate
portfolio for achieving each goal is preferred. The portfolio performance is
measured in terms of the client’s progress toward achieving each stated goal.
2. Aligning Investments to Goals
Time Horizon
Spending Requirements
Portfolio Allocation
Estate Planning
2. Retirement Planning
• Time Horizon: The present age and expected retirement age are the basis of the
initial groundwork for retirement planning. The longer the time horizon between
present day and retirement, the higher would be the level of risk that an
individual’s portfolio could withstand. In addition, the risks of return volatility
are mitigated with a longer time horizon.
• After Tax Rate of Return: The after-tax rate of return must be calculated to
assess the feasibility of the portfolio producing the needed income. The
retirement income should be estimated by keeping in view the tax deductions
applicable.
• Estate Planning: Proper estate planning and life insurance coverage ensure that
an individual’s assets are distributed in a way that his/her family members do
not experience financial hardship following the individual’s death.
1. Risk Management Strategies
Risk management provides financial security through the use of financial strategies,
tools and services. It mitigates the risk of potential financial losses if and when they
occur. A comprehensive risk management strategy is based on minimising the
personal, property and liability risks.
• Personal risks: These include risks associated with the potential loss of income
due to injury, poor health and unemployment.
• Property risks: These include risks associated with the potential loss of value of
assets due to fire, hurricanes, negligence and other uncontrollable events.
• Risk Transfer: One of the most common ways to mitigate and manage financial risk
is through the purchase insurance instruments. Insurance refers to the equitable
transfer of financial risks from one entity to another in exchange for payment.
Insurance is risk management strategy used for hedging against contingent risk and
uncertain losses. Insurance offers protection to policy holders against large and
unexpected financial losses, by way of compensation as per their contractual
obligations. This form of risk management is often referred to risk transfer.
4. Risk Management Strategies
• Risk Avoidance: The other common way to mitigate financial risks is through
avoidance of risk. Individual’s assets are exposed to various potential hazards and
exposures. For example, not buying a house at a place prone to earthquakes is risk
avoidance. Individuals can choose to avoid certain risks by making different choices
in life.
• Asset allocation is an investment strategy that aims to balance risk and reward
by apportioning a portfolio's assets according to an individual's goals, risk
tolerance and investment horizon.
• Investment strategies should be aligned with each client’s personal goals. Goals-
based investing recognises that investors have conflicting goals.
• There are three main strategies for risk management; risk transfer, risk
avoidance, and risk reduction.
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Chapter 6: Analysing
Financial Service Market
Environment
Chapter Index
• Marketing environment refers to all internal and external factors, which directly
or indirectly influence the organisation’s decisions related to marketing activities
of financial services.
Difficulty
Vibrancy
Uncertainty
Relativity
2. Marketing Environment
The study of marketing environment for financial services is essential for the success
of a financial organisation:
• Any change in marketing environment brings both threats and opportunities for
the organisation.
Micro Environment
Macro Environment
1. Micro Environment
Marketing Intermediaries
Customers
Competitors
2. Micro Environment
Organisational
Resources
Micro
Environment
Organisational Organisational
Capabilities Competencies
Macro Environment
Economic Environment
Social Environment
Technological Environment
1. Analysing the Developments in the Marketing
Environment
• The technique was developed at Stanford Research institute during the 1960s.
• Marketing environment refers to all internal and external factors, which directly
or indirectly influence the organisation’s decisions related to marketing activities
of financial services.
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Chapter 7: Consumers of
Financial Services
Chapter Index
S. No Reference No Particulars Slide
From-To
• A consumer choice can be defined as preferences present with the consumer for
the products/services.
• In case of financial services, consumers face a lot of options to choose from. They
require stable, secure and fair financial services.
Internal Factors
External Factors
2. Consumer Choices in Financial Services
Internal factors are controllable factors, also called as personal factors. These are
related to consumer’s internal environment. Personal factors are as follows:
Consumer’s income
Retained earnings
Rate of return
3. Consumer Choices in Financial Services
• A person needs to go through several processes for selecting the desired product
out of multiple alternatives.
• Consumer has to identify his/her decision behind the visible act of purchase.
2. Purchasing Behaviour of Consumers in Financial
Services
5. Post-
purchase
4. Purchase behaviour
decision
3. Evaluation
of
2. Information alternatives
search
1. Problem
recognition
3. Purchasing Behaviour of Consumers in Financial
Services
• Problem Recognition: Recognising the problem is the first stage of the buying
decision by a consumer. This stage takes place when the problem or need of a
particular product is identified through the internal and external stimuli of a
person. The internal stimuli may drive a person to meet his/her basic needs such
as need for future savings.
• Information Search: Information search represents the second stage of the buying
decision process. Once the problem or need of a person is recognised, he/she goes
for searching the information related to his/her requirements. A financial advisor
has to present all possible information related to financial instruments such as
interest rate, locking period, profits expected etc.
4. Purchasing Behaviour of Consumers in Financial
Services
• Consumers are generally uninterested and passive buyers. This is not true for
business customers as financial products and services help them to grow their
business.
• Desire to know the long term benefits and risks of the investments
• Concentrate on facts and figures, so that they can easily compare different offers.
1. Behavioural Finance
• Behavioural finance is a generally new field that tries to join behavioural and
cognitive mental hypothesis with routine matters of trade and profit and fund to
give clarifications to why individuals settle on unreasonable monetary choices.
Behavioural finance change the way the individuals perceive risks. They manage
risks in these four ways:
1. Avoidance: Risk can be avoided possibly by eliminating the task that comprises of
risk factor. It is the easiest method to get rid of the risk. Nonetheless, eliminating
the task will also eliminate the chances of accomplishing the attainable goals. In
certain cases it is possible as well as worth eliminating the task which involves
significant risk.
2. Reduction: The second possible method to handle the risk is to reduce it. There
are two ways to reduce the risk that is, by limiting the activity to be performed or
by increasing the precautionary measures.
3. Behavioural Finance
4. Acceptance or retention: Deciding to face the risk and deal with it is called
acceptance. Not transferring or sharing the risk is called retention of risk. This
approach is acceptable when the loss sustained is minimal and does not have any
hazardous effects. This method is adopted when the cost of transferring or reducing
the risk is excessive and goes beyond the returns expected.
Let’s Sum Up
• Behavioural finance is a generally new field that tries to join behavioural and
cognitive mental hypothesis with routine matters of trade and profit and fund to
give clarifications to why individuals settle on unreasonable monetary choices.
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Chapter 8: Segmenting,
Targeting and
Positioning
Chapter Index
S. No Reference No Particulars Slide
From-To
• Target Markets refers to that part of the market, which an organisation aims for
selling its products or services.
• Whether organisation has the required resources to cater to the needs of that
segment and the overall organisational objectives are achieved while serving the
segment.
• The estimation of sales volume to of the segment to determine the revenue the
organisation will earn by targeting that market.
• The cost estimates also act as an important evaluation criterion for evaluating
the market segment. Every segment involves different marketing mix as per the
varying needs of customers.
1. Approaches of Segmentation
• Organisations need to use the segmentation strategy for catering the needs of the
customers and earning profits.
• For segmenting the market, different organisations use different approaches and
bases, which are discussed as follows:
Benefits
Occasions
Usage Rates
Loyalty Status
1. Segmentation of Business-to-Business Markets
Business-to-Business (B2B) markets are the one wherein the trading of goods and
services takes place between the organisations. The segmentation is done mostly on
the following basis:
• Personal characteristics: It includes the similarity between the buyer and the
seller, organisation’s attitude towards bearing risks and loyalty of the customers
to the organisation.
1. Strategies of Targeting
• Full Market Coverage: It emphasises the importance of supplying products for all
the segments of the market. Full market coverage helps an organisation to
expand its market and earn more revenue.
1. Positioning of Financial Services
• A product is positioned with the help of a punch line that carries the unique
selling proposition of a product.
• The positioning strategy should create the first impression in the mind of
customers. The aspects that the positioning strategy should satisfy are as follows:
Following are the various errors made by the organisations while positioning a
product:
• Targeting a limited part of the market due to the limited available information.
• Targeting a very narrow group of customers who are not even profitable for the
organisation.
• Misinforming the customers about the features, prices and benefits of products
that in turn dissatisfy them and create a negative image of the organisation.
Let’s Sum Up
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Chapter 9: Marketing
Financial Services in the
International Market
Chapter Index
• There are fears raised by the presence of internationalisation namely the threat
to a domestic financial firm and financial systems, a loss of monetary autonomy,
underestimating the prudential controls with the increase of volatility of capital
flows.
2. Internationalisation of Financial Services
• Deregulation in the domestic financial market lets the market forces to eliminate
the controls over deposit rates and credit allocation, and generally the reduction
of role of the state in the domestic financial system.
• Then fifteen years back, it was competition that raised cooperation involving the
active recruitment of international students as a bigger issue of
internationalisation.
• The focus of internationalisation has shifted back in the past few years with an
increase in the demands for global knowledge of economy, culture, and
technology.
• There are two types of drivers that can be studied to have a deep understanding
about the factors that affect internationalisation.:
Internal Drivers
External Drivers
– Mergers and Acquisitions: These have become popular strategies in the last
two decades to expand the scope of business for an organisation. A merger
can be defined as the combination of two or more organisations, in which
both the organisations are dissolved and their assets and liabilities are
combined to form a new business entity. An acquisition, on the other hand, is
the process of gaining partial or full control of one organisation by another.
2. Globalisation Strategies
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Chapter 10:
Pricing
Chapter Index
S. No Reference No Particulars Slide
From-To
• The pricing of financial services acts as the basis for the positioning of the
services in the market.
• Prices have a long term impact on the financial positions of organisations, as both
profits and losses are dependent on the pricing options adopted.
• Sometimes, prices also act as substitute for advertising and sales promotion, For
example, pricing strategy can be utilised as an incentive to channel members
when the focus is on making the price as a signal of value.
1. Challenges of Pricing in Financial Services
• Some challenges which are faced by organisations while deciding prices for
financial services:
• Set Price Objectives: This is the first step in determining the price of financial
services. It refers to setting the goals of the pricing policy. An organisation can
have multiple pricing objectives. Some of the pricing objectives are discussed as
follows:
• Estimate the Demand for the Product/Service: In this step, an organisation needs
to estimate the demand for the product/services in the market. It helps the
organisation in understanding the factors affecting the demand of a product.
• Analyse the Competition: In this step, an organisation must analyse the pricing
of competitors. The pricing strategies of competitors affect the demand of the
product and lead to a loss of a market share.
3. Determination of Pricing
• Select the Pricing method: This step involves the selection of a technique for
setting the price. There are various types of pricing methods used by
organisations.
• Select the Pricing Policy: This is the last step in determining the pricing for the
financial product/services. It involves the selection of a strategy or practice used
by an organisation to achieve its pricing objectives.
1. Price Differentiation
• Price differentiation is charging different prices from various customers for the
same products.
• In such markets, customers are not allowed to resell the products at higher rates
in another market.
2. Price Differentiation
Differential
Pricing
Secondary
Negotiated Periodic Random
Market
Pricing Discounting Discounting
Pricing
1. Pricing Strategies
• It can be seen when central bank announces the monetary policy that is based on
market’s views and the base rates decided by various banks.
• This base rate essentially helps the banks to determine their loan rates.
• There are some pricing actions by various banks which are viewed very closely by
various market participants including competitors.
2. Pricing Strategies
Price Bundling
Relationship Pricing
Risk Pricing
Pricing by Channel
Fixed Pricing
1. Promotional Pricing
Price Leaders
Promotional
Pricing
Special Event Comparison
Pricing Discounting
2. Promotional Pricing
• Price Leaders: This type of promotional policy involves setting the prices of a
product less than or equal to its actual cost. The marketers believe that this
strategy helps in increasing sales.
• Special Event Pricing: This involves reduction in the prices of a product according
to special events, such as festivals or seasons. Organisations follow this strategy
to gain revenue. The sales gap in organisations is filled by this type of pricing.
Pricing plays an important role in the marketing mix by defining the pricing
strategy to attract the maximum customers within business’ target market.
Some important objectives of pricing maximising profits, achieving a target
return, increasing or maintaining market share, and prevent price wars.
Price differentiation is charging different prices from various customers for the
same products.
Some of the important pricing strategies adopted by financial institutions are
penetration or low pricing, price bundling, relationship pricing, risk pricing,
pricing by channel, and fixed pricing.
Promotional pricing is pricing strategy that is used by financial institutions to
promote the product/service.
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Chapter 11:
Product Management
and Distribution
Chapter Index
S. No Reference No Particulars Slide
From-To
• According to Philip Kotler, “A service is any act or performance that one party can
offer to another that is essentially intangible and does not result in ownership of
anything. Its production may or may not be linked to a physical product.”
• Services are activities or products that cannot be touched, but can only be felt.
• Services are heterogeneous because you cannot receive the exact same service
again in the same bank or in other bank.
• The innovations in the financial market lead to new concepts, products, and
services in the financial market.
• At the same time, the structural change in international capital market introduce
not only new products and services but also and innovative techniques of
operation.
1. Corporate Banking and Financial Products
• Corporate banking is a profitable division for banks, more profitable than retail
banking, aimed towards households and small and medium enterprises (SMEs).
• Corporate Banking represents the wide range of banking and financial services.
– Equipment lending
– Trade finance
– Employer services
– Investment banking
– Project finance
– Advisory services
Retail Banking and Retail Financial Products (Housing,
Auto Loan and Consumer Durable Financing)
• Retail banking is the division of a bank dealing with retail customers, directly. It
is also referred to as consumer banking or personal banking.
– Housing Loans: These are loan acquired from retail banks for purchasing a
home. Home loans involve either an adjustable or fixed rate of interest and
payment terms. Home loans may also be referred to as mortgage loans.
– Auto Loans: These are loans taken from a retail bank to finance the purchase
of an automobile. The vehicle is kept as collateral in incidences of non-
payment.
• Access to financial services can be defined as the ability of households and firms
to use financial services when opted.
• The major factors that affect the management of financial services are:
Socio-Economic Factors
Macroeconomic Constraints
Institutional Deficiencies
Regulatory Obstacles
1. Developing New Products
Major Innovations
Concept generation
Product testing
Commercialisation
2. Developing New Products
Concept Generation
Product Testing
Commercialisation
Managing Existing Products
• Product management was developed in the early 1930s for the purpose of
focusing single mindedly on a long line of products.
• A marketer can identify the weak and the negative aspects of the product by
evaluating the arrangement of current product mix.
• A product mix can be improved through line extension and product modification:
Line Extensions
Product Modification
Functional
Modification
1. Distribution Channels
The interaction between the financial service and the distribution channel:
Let’s Sum Up
The innovations in the financial market lead to new concepts, products, and
services in the financial market.
Corporate banking typically refers to financial services offered to large or
wholesale clients.
Retail banking is the division of a bank dealing with retail customers, directly. It
is also referred to as consumer banking or personal banking.
Factors influencing product management are socio-economic factors,
macroeconomic constraints, financial sector inefficiencies and inadequacies,
institutional deficiencies, and regulatory obstacles.
New products can be broadly classified into following categories:
– Major Innovations
– New Service Lines
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Chapter 12:
Promotion
Chapter Index
• Quite often, people get confused between marketing and promotion, as for them,
marketing is promotion.
• ‘Promotion’ refers to a part of the total exertion of any organisation that it applies
to communicate with consumers about its offerings.
• Both organisations and consumers have needs which have to be fulfilled. The
organisation wants to improve or maintain its profits, market share, and brand
equity.
• On the other hand, the consumer desires to reach his or her personal goals.
2. Principles of Promotion
Clarity
Courtesy Completeness
7C's
Concreteness Conciseness
Correctness Consideration
3. Principles of Promotion
– One should keep in mind the following points to convey a clear message:
– Checking for five W’s, that are what, when, where, why, who
5. Principles of Promotion
– Lay emphasis on ‘you’ approach, i.e. keeping the receiver on sender’s place.
– Show interest in the sender while sending the message to him/her. This helps
in receiving a positive response from the sender.
6. Principles of Promotion
7. Courtesy: While promoting financial services, marketers should use polite words in
their message to consumers and should be appreciative, thoughtful, and tactful,
while receiving or sending a message.
1. Planning a Promotional Campaign
• The promotional campaign has to be planned in such a way that the goals of
promoting the financial service is achieved in time.
• In addition, the target audience, cost of the promotional campaign and ultimately,
the overall outcome needs to be considered.
2. Planning a Promotional Campaign
Advertising
Sales Promotion
Public Relation
Direct Marketing
Word-of-Mouth Marketing
Personal Selling
2. Promotional Tools
– Ability to reach out to the target audience: It helps in reaching out to the
customers that usually do not prefer to go with ads or salespeople.
• Events and experiences: According to Philip Kotler, “Events and experiences refer
to organisation sponsored activities and programs designed to create daily or
special brand-related interactions.” It reaches out to the customers, helps in
building brand strongly to promote the service.
– Involving: It provides real time experience and engages the customers more
actively.
– Timely: At the time of promotion, the message can be prepared there and
then itself, i.e. it can be modified according to the demands.
Promotion’ refers to a part of the total exertion of any organisation that it applies
to communicate with consumers about its offerings.
For an effective business communication, it should have seven essential qualities,
called 7Cs or seven principles of effective business communication.
The promotional campaign has to be planned in such a way that the goals of
promoting the financial service is achieved in time.
Marketing communication is a mix of various promotional tools. These tools are
blended in different quantities in a campaign.
Each promotional tool of the communication mix has different characteristics.
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Chapter 13:
Consumer Relationship in
Financial Services
Chapter Index
• When the new customer frequently purchases the organisation’s product, he/she
becomes the existing customer.
– New to the product category: Includes those customers who have identified a
new need or a new solution for their existing need.
– New to the organisation: Includes those customers who are new to the
organisation and are won from competitors. This type of customers switch to
other brands depending on extra benefits they get from other brands.
2. Acquiring the Right Customer
Advertising
Sales Promotion
Public Relation
Direct Marketing
Word-of-Mouth
Personal Selling
1. Retaining Customers
A customer switches from one brand to the other due to the following reasons:
• Inconvenient service
• Individual perceptions
• Inconvenient service
• Individual perceptions
CD= P>E
• Organisations use three modes for creating additional value for its customers,
which are:
• Customer Lifetime Value (CLV) is the understanding of the customer from the
organisation’s point of view.
3. Estimating the cost that may be developed while delivering those products.
• There are some simple formulas for calculating CLV, which are as follows:
Acr = Reduced acquisition cost for the existing customers, Rt = Revenue earned
from a customer in year t, r = Discount rate, Ct = Cost involved in servicing a
customer in year t
1. Customer Relationship in Digital Marketing
• Customer touch point refers to a point of contact between the customers and
products and services.
• CRM helps the organisation to gain a competitive edge in the market and retain
customers.
• CRM helps organiaation in getting a clear picture of each customer's habits and
preferences.
2. Customer Relationship in Digital Marketing
– Such number of other official or non-official members, (not more than 10),
they can be nominated by the Central Government.
Let’s Sum Up
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