Marketing and Products Sample for a Banking Sector

                                       Marketing and Products Sample for a Banking Sector

PART: 11

          Marketing and Products       

          Image- the Bank needs to continue to improve its image to appeal to a wider range of customers. Continuing improvements to the layout, decor and signage in the branches will assist in this respect.

       Community interface – the Bank will continue to support the Spanish & Canadian communities in the USA through trade associations, charities and other bodies and ensure that its service is focused on the needs of customers.

          Product Development- given the launch of the debit card even greater emphasis will be placed on product enhancement and development in order to enable cross-selling to the customer base. 

              Marketing approach - the Bank will focus on its marketing efforts by expanding dedicated teams serving the business communities in chosen areas of influence. Customer Service staff in branches and ABCD Direct will be tasked with increasing the personal banking customer base.

     Opportunities for Group synergy will be sought through close liaison with the parent and sister organisations.

 The Bank will continue to evaluate and refine customer segmentation in order to ensure that product and service delivery is more clearly differentiated.

          Market segmentation - the Bank’s structure will be reviewed to build on the segmentation process first introduced in 2000.

          Delivery channels – the Bank intends to improve the Internet Banking offering, and provide an enhanced telephone banking service.

          Volume of customer deposits - the Bank plans to continue to increase resident deposits, subject to Board and FSA agreement when considering the wider USA public, (in part by further promotion of the newly introduced One and Two-Year Bonds as well as the 90-day and 35 day Notice Accounts)