ВКР Мун Галина Игоревна (1194428), страница 10
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1. Perfect knowledge of the market and the marketing environment of the Bank. It provides fast and timely study of consumer demand for a banking product or service, analysis of marketing activities of competitors, basic tendencies of development of monetary policy, etc.
2. Permanent collection, processing, analysis and use of marketing information.
3. Production and sales of banking services with a focus on the needs of consumers taking into account the market situation and capacity of the bank.
4. The implementation of influence on the bank services market and consumer demand, using all available means.
5. To develop and maintain the Bank's creative approach to solving any problems.
6. Regular updating of the range of banking services, the introduction of Bank innovations.
7. Timely entering to the market with a new offer for the most effective implementation of banking services.
8. Market segmentation of banking services and focus on segments in which the Bank holds the best potential.
9. Orientation of marketing activities in the long term.
In modern economic literature one can find the statement that the classical marketing complex of "4P" is not suitable for use in the activities of banks, therefore, some authors propose to apply the concept of "5E" American marketer M. Cohen, which consists of the following elements:
1. Education — study of clients of the company, in which arises the need for certain goods and thus create demand for the products of this company.
2. Exploration — learning customer base, which gives the opportunity to better know the wants and needs of consumers.
3. Elevation — the formation of the consumer's constant desire to improve their standard and level of living.
4. Entertainment — the creation of positive feelings from clients interaction with workers of the company.
5. Estimation — rating and control of efficiency of marketing actions.
Bank marketing is the strategy and philosophy of the Bank that requires careful preparation, deep and comprehensive analysis, active work of all divisions of the Bank from managers to lower levels. Marketing approach in the organization of activities involves the reorientation of the Bank with its product on customer needs. Therefore it in necessary to make careful market research, analysis of the changing tastes and needs of consumers of banking services.
2. THE ANALYSIS OF A CONDITION OF MARKETING ACTIVITY OF PJSC "SBERBANK OF RUSSIA"
2.1 Characteristics of PJSC "Sberbank of Russia"
Sberbank of Russia is a Russian banking and financial services company headquartered in Moscow. Sberbank has operations in several European and post-Soviet countries. As of 2014 it was the largest bank in Russia and Eastern Europe, and the third largest in Europe, ranked 33rd in the world and first in central and Eastern Europe in The Banker’s Top 1000 World Banks ranking.
"Sberbank of Russia" works in the financial sphere and provides a full range of banking services.
Like any large organization, Sberbank has clearly defined mission, goal and objectives.
The mission formulated by the Bank: "We give people confidence and reliability, we make their lives better, helping them to realize their aspirations and dreams."
The goal of the aspirations of the organization is to become one of the top financial companies in the world.
Objectives of the Bank are as follows:
- strive to satisfy the maximum requirements in the financial services of each client and thereby maximize their income from each set of client relationships;
- to make efficiency and quality a case of every employee in each branch;
- to involve ordinary employees and managers of Sberbank in the daily process of improving its work;
- allow employees to feel like active participants in the development process of the savings Bank, and not just passive executors.
Sberbank's history goes back to Cancrin's financial reform of 1841, when a network of the first state-owned savings banks was created in Russia. By the end of the 19th century, the network reached almost 4 thousand outlets with over 2 million depositors.
Since 1905, savings bank outlets became authorised to sell insurance. After 1910, savings banks started subsidising credit cooperation institutions and extending loans to small lenders. In 1915, savings bank outlets started accepting government securities for depositing.
The President and Chief Executive Officer is Herman Gref, confirmed by the Board of Directors on 16 October 2007.
As of 2015 the bank had about 16,500 offices with over 250,000 employees. According to own estimates, the bank had over 137 million retail clients and over 1.1 million corporate clients in its 22 countries of presence.
As of August 2015 it accounted for 28.6% of aggregate banking assets, calling itself "the circulatory system of the Russian economy","key lender to the Russian economy and the biggest receiver of deposits".
Mainly, Sberbank provides its services in Russia for individuals and legal entities, but also the demand for Bank services is available in other countries. The Bank can satisfy the needs of different population groups.
The main suppliers of the Bank are companies that provide electronic equipment and ensuring its maintenance. These are foreign giants of IT, like Dell, HP (Hewlett-Packard Company), also the Russian JSC "CROC Incorporated" (Russian system integrator, one of the ten largest IT companies in Russia).
Also, one of the main suppliers of Sberbank largest multinational company PricewaterhouseCoopers (PwC). It is international network of companies offering professional services in consulting and auditing.
The main competitor of Sberbank of Russia is Bank VTB24.
VTB Bank is one of the leading universal banks of Russia. VTB Bank and its subsidiaries form a leading Russian financial group – VTB Group, offering a wide range of banking services and products in Russia, CIS, Europe, Asia, Africa, and the U.S. The Group’s largest subsidiaries in Russia are VTB 24, Bank of Moscow. It founded in 1990. The Bank network includes more than 1062 of the branches, additional and operational offices in the Russian cities.
Organizational structure of the Bank can be described as linear - functional.
The General meeting of shareholders is the Supreme management body of the Bank, makes decisions on major matters of its activities.
The total number of personnel of PJSC "Sberbank of Russia" in 2014 amounted to 329 566 people (of which about 8,000 employees FEB).
Staffing all FEB engaged the office of personnel management. The main task of the service pack is in the selection of qualified workers to ensure uninterrupted, high-quality and efficient work of the Bank. Objectives and functions of personnel Department are enshrined in the Personnel policy of PJSC "Sberbank of Russia". Basically, the staffing occurs at the expense of graduates of higher and secondary special educational institutions, as well as invited professionals working in other banks.
Information support of Sberbank is at the highest level among the banks throughout Russia. The top management especially watching IT innovations and tries to introduce them to the Bank.
Sberbank has no standardized for all blocks and a clearly defined quality management system, at least at the local level. Each organizational unit responsible for quality control, for example, in the retail unit is a unit of the quality of customer service individuals (in the corporate unit - inspection unit of service for corporate clients).
At the moment Sberbank is the absolute leader in the of banking services in Russia. The Bank is constantly developing and growing every day. The Sberbank stable than secures a trust of customers, a influx of new customers and a positive reputation among the population.
2.3 Analysis of marketing activities in the far Eastern Bank of Sberbank
Marketing Policy of PJSC "Sberbank of Russia»reglamentary all marketing activities in the Bank.
Targets of marketing activities of the Bank are:
- to get maximum satisfaction of customer requirements and customer segments for the volume, structure and quality of banking products and services;
- to further strengthen the Bank's position in the market through maximum customer satisfaction and individual customer segments;
- to search for the most promising customer segments.
Some of the main objectives of marketing activities in the Bank:
- to develop brand of the Bank;
- to organize and conduct marketing research, monitoring and data analysis;
- to develop and implement the Bank strategy in the field of marketing research and promotion of Bank products in the part of sponsorship, in terms of exhibition activities, etc.
The marketing and communications department consists of two sectors. There are 13 employees work in MaCD.
Organizational structure, main tasks and functions of the MaCD is fixed in Provision of marketing and communications unit of the Far Eastern Bank of Sberbank.
MaCD is subordinate to the Central Office (CO) in Moscow and MaCD is responsible for 8 HOSBs:
- Khabarovski HOSB;
- Primorsky HOSB;
- Birobidzhan HOSB;
- Blagoveshchensk HOSB;
- Sakhalin HOSB;
- Kamchatsky HOSB;
- Chukotka GOSB;
- Northeast HOSB (Magadan).
The head office of Sberbank (HOSB) is an element in the structure of the Sberbank, which is obey to Territorial Bank division, and responsible for business at the level of the RF subject.
The main functions of the sector of trade marketing:
- to implement and control marketing activities of HOSBs;
- to maintain accountability to CO;
- to carry out local marketing researches (90% of marketing research CO orders from local contractors);
- to organize and plane the local events;
- to purchase and distribute communication materials (printing and souvenir products, branded with the logo of Sberbank).
The main functions of the communications sector and PR:
- the press center;
- the external PR;
- to lead the internal portal of Sberbank (site is for employees of the Bank only);
- to maintain the image of the Chairman of FEB (preparation of speeches of the President on various activities, etc.).
The budget specialist get a a separate place in the organizational structure of this Department. Main responsibility of the specialist is the management of the budget for all HOSBs.
Maxus is a long-term partner of Sberbank Agency, which provides services for planning and placement of advertising in media.
Russia Maxus is media Agency, founded in 2005, and presented in 55 markets around the world.
Every year CO sends to marketing departments the plan of marketing activities that contains all upcoming Federal advertising campaign (FAC) for the year.
There are 4 types of FAC:
- FAC I is fully implemented by CO across Russia, using all media channels;
- FAC II is fully implemented by CO across Russia, using all media channels except the TV;
- FAC III and IV is implemented by territorial banks (TB); TB decide to support them or not different FACs; it uses only some of the media channels (most often the Internet, press, radio, advertising in shopping malls).
A decision to support the FAC III or IV of shall be made after the analysis of the business indicators. For example, FAC III for mortgage lending will be implemented by FEB, if the business indicator of value mortgage lending in the region is low.
CO distributes the budget to conduct FACs throughout Russia.
In addition to FAC CO may implement local promo-actions (LPA). LPA are not included in the annual plan of marketing activities and TB are developed it individually, but in coordination with CO.
3. IMPROVING THE ORGANIZATION OF MARKETING ACTIVITIES IN THE FAR EASTERN BANK OF SBERBANK
3.1 Recommendations for improving the organizational structure of the Far Eastern Bank of Sberbank
The main recommendations and proposals are the following:
1. To allow GOSBS design their own LPA.
Each region has its own characteristics, to know and to adjust it can person, which only live in this region. This principle also applies the development of marketing activities. Developing the LPA for all 8 Gossow, FEB can not take into account the characteristics of each, but here any item can only have a positive impact on the result of the activity and to bring the Bank more clients.
2. To translate the entire document flow in online mode.
It will help to make work with the contractors of the Bank more quick and productive. In fact, with regard to internal document flow, Sberbank has recently been using the system of electronic document flow (SoEDF).
3. To move one employee from the sector of communications and PR in the sector of trade marketing.
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