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世界のリテールバンキング商品のマーケティング:ベストプラクティス

Insight Report: Best Practices in Marketing Retail Banking Products

発行 Timetric 商品コード 311833
出版日 ページ情報 英文 59 Pages
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世界のリテールバンキング商品のマーケティング:ベストプラクティス Insight Report: Best Practices in Marketing Retail Banking Products
出版日: 2014年09月02日 ページ情報: 英文 59 Pages
概要

世界の銀行業では現在、先進国と新興国とを問わず、金融商品のマーケティング方法−−市場分析・分類、商品・価格設定、販促(プロモーション)手段など−−が大きく変化しつつあります。従来はテレビ・ラジオや印刷媒体、電話によるテレマーケティングなどで自社ブランドの認知度向上を図ってきました。しかし、オンライン動画技術やモバイル通信技術の進歩により、インターネットやスマートフォンから商品情報にアクセスする消費者が増加したため、銀行側ではソーシャルメディアなどの新たなチャネルを用いて、Webを利用する消費者へのPRを図っています。さらに、アナリティクス(解析機能)の活用により、消費者の収入構造や人口(年齢・性別)構造、心理的構造(利用動機、宗教的背景など)、銀行との関係性などを分析し、それを踏まえた商品・料金設定やプロモーション戦略を効果的に構築することができます。

当レポートでは、世界各国(米国・カナダ・英国・ドイツ・オーストラリア・韓国・ブラジル・ロシア・インド・中国)のリテールバンキング市場におけるマーケティング戦略の最新動向について分析し、業界の全体的動向や課題、先進国・新興国市場の構造・影響要因、主な商品・価格・プロモーション戦略の傾向、主要企業の具体的成功例(ベストプラクティス)といった情報を整理してお届けいたします。

第1章 エグゼクティブ・サマリー

第2章 リテールバンキング市場の動向

  • 世界市場の概況
  • 主な傾向と課題
    • 主な傾向
    • 課題

第3章 先進国市場でのマーケティング戦略

  • アナリティクス(解析機能)の利用
  • 顧客の分類と標的設定
    • 年収水準による分類
    • 人口構造による分類
    • 心理的状況による分類
  • 商品・価格戦略
  • マーケティング・プロモーション戦略
    • 従来型のマーケティング
    • デジタル・マーケティング

第4章 新興国市場でのマーケティング戦略

  • アナリティクスの利用
  • 顧客の分類と標的設定
    • 年収水準による分類
    • 人口構造による分類
    • 心理的状況による分類
  • 商品・価格戦略
  • マーケティング・プロモーション戦略
    • 従来型マーケティング
    • デジタルマーケティング

第5章 リテールバンキングのマーケティングに関するベストプラクティス

  • Wells Fargo:モバイルバンキング・サービス販促のためのデジタルチャネルの利用
  • Barclays:顧客がアイデアを共有するためのオンライン・プラットフォーム
  • ICICI Bank:タブレットバンキング(Tab Banking)機能による口座開設サービスの導入
  • Guaranty Trust Bank:Facebook上でのバンキングサービス
  • BBVA:ソーシャルメディア活用による顧客ロイヤルティの向上
  • Russian Standard Bank (RSB):アナリティクス・プラットフォーム活用によるメリット

第6章 付録

図表一覧

目次
Product Code: VR1040MR

The report discusses key marketing strategies adopted by banks to strengthen their brand values and target diverse customer groups through effective segmentation and product positioning:

  • It discusses key marketing trends in the retail banking industry in both developed and emerging economies
  • It highlights key challenges faced by banks in both developed and emerging economies when formulating effective marketing campaigns
  • It discusses the use of marketing analytics by retail banks in developed and emerging economies to understand customers' buying behavior
  • It provides a competitive assessment of the customer segmentation, product, and pricing strategies adopted by banks in different markets

Summary

The global banking industry is changing the way it markets products and services, with banks in both developed and emerging economies adopting customer segmentation strategies to distinguish their products from those of their competitors. These strategies have increased banks' client bases, and the number of potential customers. To capitalize on this, banks have expanded their product portfolios, adopted pricing strategies, and expanded into new regions. Banks are also focusing on the technological aspects of offering their products, and are using analytics to understand consumers' purchasing behaviors and preferences to offer personalized products and an improved customer experience.

Promotional campaigns through traditional channels such television, radio, print media and telemarketing have been among key initiatives taken by banks to increase brand awareness. The proliferation of video and mobile technology has also enabled banks to market their products and services online, and through mobile channels and social media. As internet access and smartphone adoption increase, so does consumer demand for convenient banking services through these channels. Banks are therefore developing processes and employing new channels to respond to web-based consumers, create brand awareness, promote new products and services, identify customer needs, and elicit feedback.

Banks in both developed and emerging economies are increasingly using analytical tools to analyze consumer-purchasing behaviors, and identify and phase out ineffective pricing structures or reward programs. a number of banks in developed and emerging economies, including Citibank, JP Morgan Chase, Bank of America, Barclays and ICICI Bank, have used analytical tools to analyze high volumes of purchasing data, enabling them to segment and target customers with specific products and services based on customers' income levels, demographic and psychographic profiles, and banking relationships. In order to deliver cost-effective services to different customers, organizations need well-defined and executed segmentation plans.

Scope

  • This report highlights the key operational and technological trends arising in the global retail banking industry due to rising competition and changing consumer behavior.
  • The report gives an insight into marketing strategies adopted by banks in countries such as the US, Canada, the UK, Germany, Australia, South Korea, Brazil, Russia, India and China.
  • The report outlines the various factors affecting consumer's choices of retail banking products in developed and emerging economies.
  • The report also discusses the key drivers, issues and challenges faced by the retail banks while implementing product, pricing and marketing strategies in these economies.
  • a
  • The report outlines the various channels that banks use to launch marketing campaigns, promote products and services, and communicate with customers.

Reasons To Buy

  • Gain insights into the retail banking industry in developed and emerging economies.
  • Gain analysis of banking industry based on strategies adopted to improve products and product portfolios in key markets.
  • Gain insights into key operational and technological trends in retail banking.
  • Gain an understanding of various channels that banks use to promote products and services, and to communicate with customers.

Table of Contents

1. Executive Summary

2. Retail Banking Market Dynamics

  • 2.1. Global Snapshot
  • 2.2. Key Trends and Challenges
    • 2.2.1. Key trends
    • 2.2.2. Challenges

3. Marketing Strategies in Developed Economies

  • 3.1. Use of Analytics
  • 3.2. Customer Segmentation and Targeting
    • 3.2.1. Segmentation based on income levels
    • 3.2.2. Segmentation based on demographic profiles
    • 3.2.3. Segmentation based on psychographic profiles
  • 3.3. Product and Pricing Strategies
  • 3.4. Marketing and Promotional Strategies
    • 3.4.1. Conventional marketing
    • 3.4.2. Digital marketing

4. Marketing Strategies in Emerging Economies

  • 4.1. Use of Analytics
  • 4.2. Customer Segmentation and Targeting
    • 4.2.1. Segmentation based on income level
    • 4.2.2. Segmentation based on demographic levels
    • 4.2.3. Segmentation based on psychographic profiles
  • 4.3. Product and Pricing Strategies
  • 4.4. Marketing and Promotional Strategies
    • 4.4.1. Conventional marketing
    • 4.4.2. Digital marketing

5. Best Practices in Retail Banking Marketing

  • 5.1. Wells Fargo's Use of Digital Channels to Promote Mobile Banking Services
  • 5.2. Barclays' Online Platform Allowing Customers to Share Ideas
  • 5.3. ICICI Bank Introduced the Tab Banking facility to open accounts
  • 5.4. Guaranty Trust Bank Takes Banking on Facebook
  • 5.5. BBVA Uses Social Media to Improve Customer Loyalty
  • 5.6. Russian Standard Bank (RSB) Benefits from an Analytics Platform

6. Appendix

  • 6.1. Methodology
  • 6.2. Contact Timetric
  • 6.3. About Timetric
  • 6.4. Timetric's Services
  • 6.5. Disclaimer

List of Tables

  • Table 1: Internet and Mobile Penetration In Emerging Markets, 2013
  • Table 2: Top 100 Most Liked Banks on Facebook, March 2014
  • Table 3: Top 100 Banks on Twitter by Number of Followers, March 2014
  • Table 4: Global Markets by Unique Video Viewers, December 2012
  • Table 5: Mass Affluent Adults in Developed Economies (Percentage of Total Adult Population), 2009-2013
  • Table 6: Wells Fargo's Increased Interest Rates on CDs
  • Table 7: Commercial Bank Branches (per 100,000 Adults) in Emerging Economies, 2009-2012
  • Table 8: Digital Marketing Initiatives by Banks in Developed Economies
  • Table 9: Unbanked Population Statistics, 2013
  • Table 10: Annual Interest Rates for HDFC Bank's Term Deposit Account (Below INR10 Million)
  • Table 11: Annual Interest Rates for HDFC Bank's Term Deposit Account (Below INR10 Million)
  • Table 12: Commercial Bank Branches (per 100,000 Adults) in Emerging Economies, 2009-2012
  • Table 13: Digital Marketing Initiatives by Banks in Emerging Economies

List of Figures

  • Figure 1: Overview of Retail Banking Marketing
  • Figure 2: Teenagers and Young Adults (Aged Below 25 Years) in Developed Economies, 2009-2018
  • Figure 3: Aging Population (65 Years and Over) in Key Developed Economies, 2010-2025
  • Figure 4: Population Gender Percentages in Key Developed Economies, 2013
  • Figure 5: Young and Economically Active Populations in Emerging Economies, 2010-2025
  • Figure 6: Population Gender Percentages in Key Emerging Economies, 2013
  • Figure 7: Active Mobile Broadband Subscriptions in Developing Economies (Million), 2009-2013
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