Published by MBA Skool Team, Last Updated: December 15, 2016
Marketing Strategy of ANZ analyses the brand with the marketing mix framework which covers the 4Ps (Product, Price, Place, Promotion). There are several marketing strategies like product innovation, pricing approach, promotion planning etc. These business strategies, based on ANZ marketing mix, help the brand succeed.
ANZ marketing strategy helps the brand/company to position itself competitively in the market and achieve its business goals & objectives.
Let us start the ANZ Marketing Strategy & Mix to understand its product, pricing, advertising & distribution strategies:
ANZ Product Strategy:
The product strategy and mix in ANZ marketing strategy can be explained as follows:
ANZ has more than 150 years of experience in the banking sector. ANZ offers a full range of banking products and services under its marketing mix product strategy. It can be explained as:
PERSONAL BANKING – Bank A/C, Credit cards, Home loans, Personal loans, Insurance, Investing & Superannuation, ANZ private banking, Travel & Foreign exchange
SME BANKING- Business bank A/Cs (Savings & Current), Business credit cards, Business banking packages, Business finance and loans
CORPORATE BANKING- Financing, Transaction services, Investing, Risk management, International services, Insurance, Foreign exchange and superannuation.
ANZ has been actively advertising the ‘Grow App’, a mobile application for existing wealth product customers which enables them to keep a track of their accounts and manage wealth earnings.
ANZ Price/Pricing Strategy:
Below is the pricing strategy in ANZ marketing strategy:
ANZ, along with many other banks, follows a dynamic pricing strategy for customers from various segments.
The rates for individual customers and corporate customers are entirely different. This is based on the volume of sales each unit brings to the company and the volume of investment involved. The same cannot be concluded in case of personal banking for ANZ. It offers a 0% interest rate for 16 months on all balance transfers to its customers. The prime objective of this strategy is to increase the overall market share for ANZ.
Regarding commercial banking, ANZ follows competitive prices across all categories to maintain its market share. Being a bank which generates maximum revenues from private banking, ANZ focusses on establishing competitive prices in this segment. Thus, the marketing mix pricing strategy is an important aspect in the growth of ANZ.
ANZ Place & Distribution Strategy:
Following is the distribution strategy in the ANZ marketing mix:
ANZ has its branches clustering mostly in and around Australia and expands to the South-East Asia skipping the European and American markets. To become the most respected and best connected bank across the Asia Pacific region the bank has adopted a super-regional strategy, ANZ has leveraged its diverse range of partnerships, pushed out wealth products and supporting services through competitive retail offers, creating not only a strong local proposition but also simultaneously developing its brand recognition in the Asia Pacific region.
To further strengthen and build on its ties with the Asia Pacific region, ANZ has strategically chosen stories which are targeted globally, regionally and locally, leveraging its sponsorship with the Australian Open.
The promotional and advertising strategy in the ANZ marketing strategy is as follows:
ANZ has launched these 4 heavily promoted campaigns to match four different areas of their business-
i. "Like to Get on Top of Your Credit Card Debt?”- most active campaign to alter ANZ’s value proposition.
ii. "ANZ Buy Ready. Be Ready to Make Your Move." -to promote ANZ's assisting services in buying a new home.
iii. "Your Game. Your Way" to associate sponsorship of the Australian Open 2015.
iv. "Download Grow by ANZ" to promote their ‘Grow App’ for the customers of Wealth division.
Sponsorship portfolio of ANZ is both vital and extensive to reach a broad audience as per the plans of international growth. ANZ's 5-year partnership with Australian Open has been an important platform for ANZ to promote its brand not only in the domestic market, but throughout the Asia Pacific region. It has also been the diamond sponsor for the Shanghai Rolex Masters.
Since this is a service marketing brand, here are the other three Ps to make it the 7Ps marketing mix of ANZ.
ANZ, being a global financial service provider, ensures international standards for its employees. The benefits and facilities provided to the employees are at par with few of the best organizations in the world. Employee Health Care, Medical Camps and Family Healthcare are of prime importance to the company.
Apart from these essential facilities, employees are also eligible for discounts on ANZ Banking services and certain other services as well. Customers, similarly, are treated with top standards of importance. Each customer, based on the volume of business, is categorized as a normal or premium customer.
With changing times, ANZ has simplified its overall banking process. Customers now do not require to visit the nearest branch to carry out any transaction. Majority of the processes have been made convenient through the web.
Facilities like personal banking, money transfer and credit applications have been introduced on the online platforms for convenience. Moreover, the bank also provides solutions for new accounts through its official website. For customers visiting the bank, account managers are assigned to facilitate any process without any hassle.
ANZ has introduced Mobile Banking through its recent App, ‘ANZ Spot’ which provides all essential services. Also, the company has launched specific Apps for the Singapore and Taiwan Customers. Apart from this, the bank offers financial advisory services to customers regarding investments. This concludes the marketing mix of ANZ.
About ANZ Bank:
The Australia and New Zealand Bank popularly known as ANZ was established on 1 October 1951 and has its headquarters in Melbourne banks. ANZ operates globally in more than 30 markets with proper representation in Australia, Europe, New Zealand, America, Asia, Pacific, Europe and the Middle East, however, Australian operations (Retail & Commercial banking) contributes the maximum to ANZ's business.
ANZ is among the top 4 banks (by market capitalization) in Australia, is the largest banking group in NZ and Pacific, and is among the top 50 banks in the world. ANZ provides a range of banking and financial products & services to over 9 million customers, employing over 50,000 people around the world.
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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