Morgan Stanley Marketing Strategy & Marketing Mix (4Ps)
Published by MBA Skool Team, Last Updated: December 29, 2016
Marketing Strategy of Morgan Stanley 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 Morgan Stanley marketing mix, help the brand succeed.
Morgan Stanley marketing strategy helps the brand/company to position itself competitively in the market and achieve its business goals & objectives.
Let us start the Morgan Stanley Marketing Strategy & Mix to understand its product, pricing, advertising & distribution strategies:
Morgan Stanley Product Strategy:
The product strategy and mix in Morgan Stanley marketing strategy can be explained as follows:
Morgan Stanley's offerings involved almost every financial service required by any corporate house. It is broadly classified into three categories i.e. Wealth Management, Institutional Securities, and Investment Management. These give an overview in the marketing mix product strategy of Morgan Stanley. Wealth management includes investment and brokerage advisory services. Broadly, Morgan Stanley offers services in terms of wealth planning and related financial products to its high end clients. Investment Management includes products in asset management and also services in terms of fixed income, real estate investment, equity and alternative investments. Institutional securities are the most profitable units of Morgan Stanley. Its service offerings include financial advisory in terms of real estate, project finance, corporate lending, advisory for mergers and acquisitions and restructuring.
Morgan Stanley Price/Pricing Strategy:
Below is the pricing strategy in Morgan Stanley marketing strategy:
Morgan Stanley adopts various marketing mix pricing strategies depending upon the clients they cater to.
Morgan Stanley adopts Advisory Solutions strategy i.e. it offers advices, custom recommendation and account oversight for those clients which are willing to retain the ownership of the hudge fund position. Morgan Stanley also adopts Global Multi Strategy, custom solution strategy, Multi Manager strategy and also opportunistic strategy for single and multi manager managed funds dedicated for specific themes and opportunities in the market.
Following is the distribution strategy in the Morgan Stanley marketing mix:
Morgan Stanley carries out its operations from 1200 offices across the world. It has a very interactive and user friendly website to find the nearest official point of contact for the client. It offers comprehensive payment option through its online platform in order to consolidate and manage the payments at single place which improves the ease of working and enhances the customer experience.
Morgan Stanley also provides an online safe platform for brokerage, equity and other financial transactions.
Morgan Stanley Promotion & Advertising Strategy:
The promotional and advertising strategy in the Morgan Stanley marketing strategy is as follows:
Morgan Stanley has changed its promotional strategy from traditional to and advanced level. One of the finest measures was to change its typical look of the website to a content heavy website and an overall redesigning. It “Capital Create Change” campaign has been bringing positive changes in its clients’ minds after the recession. Keeping up with changing times Morgan Stanley has been carrying out exhaustive promotions in social media platforms such as Facebook, Twitter and LinkedIn.
Since this is a service marketing brand, here are the other three Ps to make it the 7Ps marketing mix of Morgan Stanley.
As a part of Corporate Social Responsibility, Morgan Stanley is doing extensive work in fighting against food insecurities in Baltimore. It has over 55,000 employees working 1200 offices across the world. Being a huge firm it has been employing specialized teams of experts for its high end corporate clients for consultancy and corporate affairs. James P. Gorman is the CEO of the company and the company has achieved Net income of 3.467 billion USD under his leadership.
To improve the customer interaction and reduce the response time Morgan Stanley has designed an interactive website which asks the user to which particular area does it want to access and according provides desired information. The company hires employees from top universities across the world to provide the best services to its clients.
Company has its headquarter named Morgan Stanley Building in New York city in United States. It has centrally located offices across 24 countries with 1200 offices. It also runs Twitter, Facebook and Linkedin account which forms a part of their physical evidence. The company’s offices have state of the art facilities for employees, security of people and other facilities for visitors as well. Hence, this gives an overview of Morgan Stanley marketing mix.
About Morgan Stanley:
Morgan Stanley is a US based multinational providing financial services across the world. It is one of the giant in this sector with its operations in 24 countries round the world. It manages around $1.4+ trillion of the assets. It provides financial strategies to the corporate and has proved the worth of its services over the operations of last 80+ years.
Morgan Stanley operates its business in three units namely, Wealth Management, Investment Management and Institutional Securities Group. In the year 2004 Morgan Stanley achieved one of its best competitive rankings with rank 1 in Global Equity Trading and Global IPO Market share.
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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