Central Bank of India Marketing Mix (4Ps) & Marketing Strategy
Marketing strategy of Central Bank of India through marketing mix framework which covers the 4Ps (Product, Price, Place, Promotion).
Central Bank of India Product Strategy:
Central Bank of India is one of the most well recognized state owned banks in India. Products and services offered by Central Bank of India in its marketing mix are discussed as below:
• PERSONAL: Deposit Accounts, Retail Loans, Digital Banking, Cards
• NRI- Facilities for returning Indians, Loan Facilities to NRIs, Remittance Facilities, Cent Deposit schemes for NRI and PIO
• AGRICULTURE- Loan Schemes, Interest rate, Financial Inclusion
• MSME BANKING- MSME Schemes, Government Sponsored Schemes
• PAYMENTS- Bill Payments, Central Card Bill Payment, Tax Payments
Image: company website
This concludes the product strategy in Central Bank of India marketing mix & strategy.
Central Bank of India Price/Pricing Strategy:
Below is the pricing strategy in Central Bank of India marketing mix strategy:
Central Bank of India has interest rates around 7.75%5 to 8.05% on fixed deposits for longer period. Having discussed the strong competition that Central Bank of India faces it is important for the bank to offer banking service at the industry standard prices or even less.
Central Bank of India uses differential pricing strategy for garner more customers. A differential pricing strategy in its marketing mix helps the bank charges different amount to different segment of customers made on the basis of income, age, health conditions, credit worthiness, etc.
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Central Bank of India Place & Distribution Strategy:
Following is the distribution strategy in the Central Bank of India marketing mix:
Central Bank of India has its presence extensively across the country and also in Hong Kong and Nairobi. Central Bank of India has a joint venture agreement with Zambian government, where the Zambian government holds 40% stake, and 20% each is held by Bank of India and Bank of Baroda.
Central bank of India is awaiting permission form Reserve Bank of India to setup representative offices in Singapore, London, Dubai and Doha.
Central Bank of India Promotion & Advertising Strategy:
The promotional and advertising strategy in the Central Bank of India marketing mix is as follows:
The logo of Central bank of India is known to represent how the bank is flexible and has adjusted to the shifts in the Indian economy in the past and has grown through the century. Central Bank of India has mostly adopted print media to promote itself. In major daily newspapers and more heavily during festivals like Diwali when buying and selling of gold and other precious materials is high. Public sector banks rely more on trust building and word of mouth advertising. Central Bank of India also uses print media, online ads, billboards to promote its brand.
Since this is a service marketing brand, here are the other three Ps to make it the 7Ps marketing mix of Central Bank of India.
People:
The Central Bank of India employees 37,000+ people. The higher level management involves Shri. Rajeev Rishi as chairman and managing director. The human resource management software of Central Bank of India is called Cent Swa-Darpan. This portal can be used to login with a unique user ID of the employee of the bank to track his salary, attendance, perks and transfer details. This portal is also used as an internal news portal.
Physical Evidence:
Central bank of India has 4700+ branches across twenty-seven states and three union territories. It has around 5000 ATMs as well. We can say for sure that Central Bank of India has a widespread existence in the country and a presence can be felt globally, which is expected to grow with the upcoming five new representative offices abroad. Annual souvenirs like calendar, pens, gift cards to the customers are palpable signs of its presence.
Process:
Best customer experience a service is crucial in a competitive financial sector, thus Central Bank of India has unique services to make banking easy and convenient. Missed call banking, digital banking, 24X7 services on eBanking, Cent Smart Pay, online trading, online payments, etc. Central Bank of India has a Code of bank’s commitment to customers which it follows strictly to ensure standardisation and quality assurance for the satisfaction of the customers. Hence, this completes the marketing mix of Central Bank of India.
About Central Bank of India:
This bank is a government owned bank which has been around for many years now. It was found in 1911, headquartered at Mumbai, Maharashtra.
Central bank of India also has offices overseas in Nairobi, Hong Kong, etc. Along with other thirteen banks, Central bank of India was nationalised by the Indian government in 1969.
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