Union Bank of India (UBI) Marketing Strategy & Marketing Mix (4Ps)

Published in Services category by MBA Skool Team

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

Union Bank of India (UBI) Product Strategy:

The product strategy and mix in Union Bank of India (UBI) marketing strategy can be explained as follows:

Union Bank of India (UBI) is one of the major banks in India. Union Bank of India provides a variety of banking products for its customers as its marketing mix product strategy. Many innovative products using the technology platform are offered adding speed and convenience. The products include deposits (term deposits, fixed deposits, recurring deposits), loans (home, car, personal). Union Bank of India also has a service Cards which include Visa credit card, debit card, corporate cards, international cards etc. Also, UBI provides insurance schemes, cash management services, mutual funds.

Online bill payments, tax payments, demat trading, bookings is facilitated smoothly by Union Bank of India. It also provides special saving schemes for senior citizens.

E-banking services are also offered by Union Bank of India. U control app is a mobile based application for credit card users. UPI app is mobile based payment app for transferring money. Union Bank of India has launched various schemes to give credit under MSME policy to medium, small and micro enterprises.

Image: company website

Union Bank of India (UBI) Price/Pricing Strategy:

Below is the pricing strategy in Union Bank of India (UBI) marketing strategy:

Union Bank of India (UBI) has a clear and transparent pricing policy operates in a dynamic market and hence the pricing keeps changing according the requirements. The main revenue contributors are the interest rates.

It is committed to extend best MSME SERVICES AT competitive price. In the banking sector, much of the prices and interest rates are governed by regulatory bodies. Union Bank of India’s pricing policies depend on feedback provided by general people. Changes in finance market are also one of the major factors of influence. They have a flexible pricing policy that changes according to external and internal factors. Price mainly consists of interest rates, consulting fees and commission. Parameters for defining price are bank product group price specification and competitor pricing. This gives an insight in the marketing mix pricing strategy of Union Bank of India.

Union Bank of India (UBI) Place & Distribution Strategy:

Following is the distribution strategy in the Union Bank of India (UBI) marketing mix:

Union Bank of India’s operation has spread all over the globe. Union Bank of India has more than 4200 branches all over India. UBI operates with almost 6000 ATMs in India. Suitable places for branches and ATMs are analysed and shortlisted. While setting up the ATMs and branches, the primary concern is the security and safety of the users. These centres act as distribution centres for rendering banking services to users as and when required. All the UBI ATMS work 24*7 to ensure the convenience of the customers.

All the Union Bank of India branches are equipped with CBS-core banking solutions so that users all-round the country can access their accounts at any branch.

Union Bank of India (UBI) Promotion & Advertising Strategy:

The promotional and advertising strategy in the Union Bank of India (UBI) marketing strategy is as follows:

Union Bank of India (UBI) significantly uses various media channels to promote its brand. The promotion strategy in its marketing mix comprises of direct and indirect communication. Besides emphasizing on modern facilities, the benefit one gets from Union Bank of India services is also stressed upon. UBI ds have been placed in print media which has helped a lot. The ads on television mainly comprise of the ease of banking and the new facilities and products that are offered. The customer inflow has certainly increased after excessive promotions on all sorts of media. Union Bank of India has launched several commercials one of them being a campaign on its brand platform “your dreams are not your’s alone”. The brands message of processing housing loan in 5 days is put forward. Rebranding took place after 2008, through 2 TVCs aimed at highlighting silent individuals behind achievers.

Since this is a service marketing brand, here are the other three Ps to make it the 7Ps marketing mix of Union Bank of India (UBI).


It is the employees of the bank which present the brand to its customers. The customer base of Union Bank of India is as large a crore. The organisation structure mainly consists of a branch manager who handles a particular branch and is responsible for all the proceedings. Frontline officers, support staff and customer service executives are the rest of the human resource employed at Union Bank of India. Various internal competitive exams are organised. The bank nowadays employs various training activities to build better interpersonal skills and ensure best customer service. It is managed by staff college, Bangalore in close consultation with business units. There are seven staff training centres all over the country.


Union Bank of India has several business processes and frameworks in place to execute the banking services. A process is a particular way of delivering a service to the customer. Union Bank of India has a customer centric and easy way of rendering services to users. UBI is user friendly and necessary guidance and help is available at all the branches in the country. All resident individuals are eligible to open the savings account. Any number of accounts can be opened in a family.

Physical Evidence:

Union Bank of India’s biggest physical presence are their branches, debit/credit cards and website. Union Bank of India is no behind in physical evidence. It has almost all over the part of the country different signage showing new schemes and promoting easy user experience. Another form is the financial reports issued at the end of the financial year. Also large number of hoardings are seen across the states which create visibility to great extent. Pens and writing pads are provided by the bank containing Union Bank of India logo to internal personnel. Some taglines such as ‘Your dreams are not only Yours’ also help creating visibility.

About Union Bank of India:

Union Bank of India was registered on 11th Nov,1919 in Mumbai as a limited company. At the time of independence, Union Bank of India had three branches in Mumbai and one in Saurashtra. In 1969, Union Bank of India was nationalised by Government and then grew to 240 branches in 28 states. UBI has been listed on Forbes 2000 and current assets amount to 57 Billion USD. The telebanking facility of UBI is available to all its core banking customers. Bank’s core values include prudent finance management without ignoring opportunities and hence it has been gaining profits since 96 years. On the technology front, Union Bank of India has taken early steps and all its branches are almost 100% computerized.

100 % of business is under Core Banking Solutions, which has made it a leader in terms of technology. Union Bank of India has played a major role in economic growth of the country by extending credit to various development sector like industries, exports, trading, agriculture etc.

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 Union Bank of India (UBI). The Marketing Strategy & Mix section covers 4Ps and 7Ps of more than 800 brands in 2 categories.

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