Sberbank Marketing Strategy & Marketing Mix (4Ps)

Marketing Strategy of Sberbank analyzes the brand with the marketing mix framework which covers the 4Ps (Product, Price, Place, Promotion). These business strategies, based on Sberbank marketing mix, help the brand succeed in the market. Let us start the Sberbank Marketing Strategy & Mix to understand its product, pricing, advertising & distribution strategies:

Sberbank Product Strategy:

The product strategy and mix in Sberbank marketing strategy can be explained as follows:

Sberbank is typically among major banks of the Russia henceforth the bank has provided all the services which are provided by major banks in the world (especially in Russia). Sberbank has different services like different types of debit and credit cards (Domestic and international), saving account services like FD and deposit, amount transfer services (Domestic and international), investment and insurance services are major products of the bank. Some of the main product & service offerings in its marketing mix are:

• Loan Services

• Debit & Credit card services

• Deposits and Savings account services

• Pay and Transfer Services

• Investment Services

• Insurance Services

Sberbank specifically serves to the common man of the country (Russia).

The bank has mainly focused towards their services at end point of the bank i.e. branches of the bank.

Image: Wikimedia

Sberbank Price/Pricing Strategy:

Below is the pricing strategy in Sberbank marketing strategy:

Sberbank has the business model designed according to Russian people as personal banking with savings and current account are some of the services provided by the bank to the customers. Corporate banking of SBER has provided facilities like Credit/ debit cards.

Loan facility is among main supply for capital to the profit by Sberbank. Some of the financial services like lockers, wealth management services, investment options, insurance are another revenue making. Effectively managing cash flow are main financial services and revenue making business Models. Sberbank has different pricing strategy according to its target customer segment and different products offering.

Sberbank Place & Distribution Strategy:

Following is the distribution strategy in the Sberbank marketing mix:

Sberbank has 14 territorial banks with total 16342 branches present in all constituent’s entities of Russian federation. More than 70% people are using Sberbank for their banking purposes. Currently, Sberbank is a powerful bank, which is rapidly becoming one of the major global financial institutions especially from Russian Federation. In last few years, Sberbank has significantly expanded its international presence like in India, China and Brazil as well looking out the huge future potential in these countries.

The Bank has taken over other banks to grab international market as in turkey the bank operates with other bank collaboration.

Sberbank Promotion & Advertising Strategy:

The promotional and advertising strategy in the Sberbank marketing strategy is as follows:

Being only biggest bank is soviet Russian region, Sberbank is one of the popular banks in Russia. The bank has maintained its public relations at the good point with time. The bank has followed different practices to be in touch with their customers in a different way. As the target customers of Sberbank are mainly corporate people. Being customer-centric bank in Russia, Bank has targeted emerging markets like India and China as well considering future development in these countries. The advertising campaign on Television in regional language, small events like organizing financial literacy events for more people to reach to targeted customers have been advertising strategy of the Sberbank. Digital Banking, Mobile Banking, SMS baking platform by Sberbank made more customer-centric to fulfil their exact needs which is also a part of the public relation and digital publicity is a main part of publicity of Sberbank.

Since this is a service marketing brand, here are the other three Ps to make it the 7Ps marketing mix of Sberbank.

Physical Evidence:

Availability of bank branches has always been a point for the customers to do their transaction, banking and other banking related services. Hence bank has 16342 branches present in all constituent entities of Russian federation. Russians prefer physical branches for their banking. Bank has given various facilities like ATM, Cheque book machines and other high-tech machines to operate in directly from bank. The safe banking has been agenda for Sberbank where bank group has extensively focused on safety and facilities at the bank. The bank has an ATM network of more than 90,000+ units.

Process:

Sberbank has follows various processes to maintained the transparency and reliability for customers. The bank has main focused on its online transaction which is most specific way of transaction that requires certain process to be followed. There are specific processes which are followed from opening bank account, bank transaction, internet banking and other banking related services. This helps Sberbank to operate on larger scale without hampering the operation due to heavy transaction with limited resources.

People:

Starting from individuals, the bank has consistently increased its operating area and hence target customers. Working professionals, money lenders, students, corporate, small finance companies, workers are among customers of Sberbank. The bank has various products for various target segment customers. The bank employees are the main concern of bank services. The bank is operating in various regions resulting in recruiting regional talent. Technically company has strong technology resource which is plus point for future growth and planning’s. The company has various policies for their own employees as well. They recruit and train the talent according to industry standards. This completes the marketing mix of Sberbank.

About Sberbank:

Sberbank "Savings bank" is a Russian official banking and financial services company (Bank) headquartered in the capital of Russia-Moscow. The Bank was initially known as "Sberbank of Russia". Sberbank has operations in some of the European and countries of Soviet Union. Sberbank is the largest bank in Russia up till now and some countries of Europe and the third largest in Europe.

The bank has the very good ranking in its operating income and profits and bank ranks 33rd in the world. But after US and EU sanctions in 2014, due to changes by US regulators and EU monitory policymakers, Bank has started losing heavy market share in European Banking market.

This article has been researched & authored by the Content & Research Team. It has been reviewed & published by the MBA Skool Team. The content on MBA Skool has been created for educational & academic purpose only.

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