Bank of Montreal Marketing Strategy & Marketing Mix (4Ps)

Published in Services category by MBA Skool Team, Last Updated: December 29, 2016

Here is the marketing strategy of Bank of Montreal which analyzes the brand with the marketing mix framework which covers the 4Ps (Product, Price, Place, Promotion).

Bank of Montreal Product Strategy:

The product strategy and mix in Bank of Montreal marketing strategy can be explained as follows:

Bank of Montreal offers range of products and services to its corporate and retails customers. Bank of Montreal provide option for opening bank accounts such as chequing accounts and saving accounts. They also offer students their bank accounts. They offer credit cards, debit cards and master cards. They provide lots of offers on master cards such as BMO Cash back MasterCard, BMO Air miles MasterCard and many more with no annual fees. They also provide mortgages and loans.

Bank of Montreal have various products of loan such as personal loans, RRSP loan, Home Equity Loan and line of credits which includes personal, home owner, student and many more. They also give options of fixed rate mortgages, variable rate mortgages. Apart from that, Bank of Montreal also provide investment, financial planning and travel services. All these cover the marketing mix product strategy of Bank of Montreal.

Image: company website

Bank of Montreal Price/Pricing Strategy:

Below is the pricing strategy in Bank of Montreal marketing strategy:

Bank of Montreal has more than seven million customers and offers wide variety of financial services. Bank of Montreal follow a very clear cut marketing mix pricing strategy.

They have been working in this field for a very long time and faced many stiff competitions. So, they always follow competitive pricing strategy. Moreover, most of prices are also governed by the government policies. BMO offers credit cards, debit cards and PayPal for free of costs. For BMO Gold air miles master card they take a small amount of $15. They also offer 100 personal cheques for just $20 and 200 business cheques for $48. They also offer discounts of 10%-15% on student price cards.

Bank of Montreal Place & Distribution Strategy:

Following is the distribution strategy in the Bank of Montreal marketing mix:

Bank of Montreal is widely present across Canada. Place becomes an important factor for banks to operate as they should be easy accessible to the customers. They have more than 900 branches which serves around 7 billion people. They also operate in Chicago and many parts of United States. They have also used online platform judiciously. They provide online banking facilities to all its customers. Thus you can use cards at anywhere and at any point of time. They are also present in big malls. BMO has introduced newer technologies with better infrastructure and modern facilities into their distribution channels.

BMO is extensively working on customer engagements so that they can increase their brand value.

Bank of Montreal Promotion & Advertising Strategy:

The promotional and advertising strategy in the Bank of Montreal marketing strategy is as follows:

Proper strategies should be implemented so that people are aware about the financial services and products. It is very important to create awareness among the people and BMO has successfully captured it. Bank of Montreal have their own website which designed in much user friendly way. They have clearly segregated the products and services highlighting the benefits. They also use print media such as newspapers and magazines to increase their reach. The advertisements generally focus on modernization of the banks and various facilities. Bank of Montreal also come up with ads that are broadcasted in television along with radio and YouTube channels. They also sponsor many big events such as Toronto Maple leafs from 2007 to 2011. They are also the sponsor of Toronto FC of Major soccer league from 2007. Apart from sports, Bank of Montreal invested money by sponsoring Siminovitch Prize in Theatre. Thus, they increased their reach among the general people.

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


Bank of Montreal is headquartering in Montreal that is located on Saint Jacques Street. Most of the work is done from its corporate office. They have branches at various malls. They have set their rules and regulations and they need to abide by them. At the central level, they have standardised processes but when it comes to customers, they provide customized services based on their needs and wants. They have installed ATMs across the branches for the smooth transactions. They have online banking system where processes are easy to understand and execute.


Customers are the utmost important for Bank of Montreal. They do not forget their employees who work for them continuously. It is because of hard work and determination that the company is able to pay dividends consistently without missing any of it. It is because of the customer interaction and employee engagement, that it’s all stakeholders is satisfied and happy.

Physical Evidence:

Bank of Montreal has physical appearance in whole of Canada. It is also present in United States. They have more than 900 branches across the globe. They do come up with their annual reports along with business cards and brochures. There stores and bank branches along with ATMs are their physical evidence. This covers the Bank of Montreal marketing mix.

About Bank of Montreal:

Bank of Montreal, commonly known as BMO is a Canadian Bank operating under the name as BMO financial groups. It comes under the Big five banks of Canada. Based on its assets and market capitalisation, it is the fourth largest bank in Canada. As far as North America is concerned, it is the tenth largest bank among the all. It was founded in the year 1817 by John Richardson along with eight merchants making it the oldest bank of Canada. It operates as BMO Bank of Montreal in Canada, as BMO Harris Bank in United States.

Its investment and corporate banking division operates as BMO capital market and BMO Nesbitt Burns is knows for wealth management division. Bank of Montreal has more than 47,000 employees with net revenue of C$ 17 billion approximate.

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.

Browse marketing strategy and 4Ps analysis of more brands similar to Bank of Montreal. The Marketing Strategy & Mix section covers 4Ps and 7Ps of more than 800 brands in 2 categories.

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The names and other brand information used in the Marketing Strategy & Mix section are properties of their respective companies. The companies are not associated with MBA Skool in any way.

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