Deutsche Bank Marketing Strategy & Marketing Mix (4Ps)
Published by MBA Skool Team, Last Updated: April 04, 2017
Marketing Strategy of Deutsche Bank 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 Deutsche Bank marketing mix, help the brand succeed in the market.
Deutsche Bank marketing strategy helps the brand/company to position itself competitively in the market and achieve its business goals & objectives.
Let us start the Deutsche Bank Marketing Strategy & Mix to understand its product, pricing, advertising & distribution strategies:
The product strategy and mix in Deutsche Bank marketing strategy can be explained as follows:
Deutsche Bank is a leading German bank which has a strong global presence. Deutsche Bank offers financial products and services for corporate and institutional clients as a part of its marketing mix. Deutsche Bank also serves private and business clients at the same time. It’s core business is investment banking which represents 50 % equity and 50 % profits.
Services from Deutsche Bank Include:
• Personal banking like Savings bank, fixed deposits etc
• Research and origination of debt and equity
• Sales and Trading
• Mergers and Acquisitions
• Risk management products such as derivative, corporate finance
• Asset and Wealth management for Deutsche Bank customers
• Retail banking and Fund management
• Global Transaction Banking facilitates international trade, money exchange, cash management etc.
Deutsche Bank Price/Pricing Strategy:
Below is the pricing strategy in Deutsche Bank marketing strategy:
Deutsche Bank has a wide variety of financial services and hence a diverse pricing portfolio.
The pricing strategy of Deutsche Bank depends on type of services provided by the bank. Deutsche Bank was ranked as top in 2009 in foreign exchange services. At the same time suffered heavy losses in 2014.According to the demand in the market , the bank alters its pricing policies to keep ground in the competition. Deutsche Bank carefully analyses the market and the competitors before fixing the prices. The main revenue contributors remain the interest rates of the bank. At the same time the pricing policies in its marketing mix depend on the central bank guidelines, interest rates and feedback given by general people.
Following is the distribution strategy in the Deutsche Bank marketing mix:
Deutsche Bank has a global presence across most major cities in the world. The headquarters of Deutsche Bank are in Frankfurt, Germany. It is spread across 70 countries and has presence in Europe, Asia-Pacific, USA and other emerging markets. In the 1970s bank went ahead with international expansion opening new offices in Milan, Moscow, Paris, London and Tokyo. Also recently private banking has been launched in China as well. Deutsche Bank has extensive Indian operations as well where in it offers personal banking services as well as investment banking options. Thus due to its widespread network and regional branches, Deutsche Bank is able to provide excellent service to its customers.
It also has equally efficient online banking services which are easy and user friendly.
Deutsche Bank Promotion & Advertising Strategy:
The promotional and advertising strategy in the Deutsche Bank marketing strategy is as follows:
Deutsche Bank uses different media to spread brand awareness about its products and services. The promotional strategies in its marketing mix comprises of direct as well as indirect communication. It uses various tactics to increase the consumer base. One of the important policy of Deutsche Bank includes regularly updating of new polices to customers. The television advertisements do not substantially contribute to revenue increase in case of banks and hence less focus is given to them. The ads mainly focus on ease of banking and new products. Deutsche Bank constantly makes efforts to align with its tagline “a passion to perform”. With increasing presence of mobile, online ads & social media engagement have become important to the growth of Deutsche Bank.
Since this is a service marketing brand, here are the other three Ps to make it the 7Ps marketing mix of Deutsche Bank.
Deutsche Bank has more than One lakh employees spread across 70 countries in the branches. It is the employees of the bank which are the face and present the brand to its customers. Deutsche Bank constantly strives to make customer centric efforts and preserve the loyalty of customers. The organisation structure mainly consists of a branch manager who is responsible for all the proceedings of the bank. Deutsche Bank also undertakes various skill improvement programs to render better service to its customers.
Deutsche Bank’s biggest physical evidence are its branches and offices. The services provided by Deutsche Bank are intangible in nature and need to be made visible through various sources. Hence physical evidences are used to deliver such intangible services through tangible products to help increase the reach of the products. Deutsche Bank has various signage showing all the recent and new products, mergers. At the same time financial reports are published at the end of the year which are made public in order to increase the visibility. Merchandize are provided to customers as well as employees. Also large billboard are displayed at various locations across all countries. Taglines like “A passion to Perform” are highlighted through such hoardings.
Deutsche Bank has an extremely customer friendly process for personal banking solutions. Also, the investment banking solutions have risk free and transparent process with utmost security guaranteed. The necessary guidance and help is provided at all branches irrespective of the scale of work. The investment process of Deutsche Bank carefully takes a note of clients investment objectives, evaluating their risk profiles and recommending an asset allocation. The world class research team helps in expert inputs in all sorts of decisions. Hence, this completes an insight in the marketing mix of Deutsche Bank.
About Deutsche Bank:
Deutsche Bank was established on 22 January,1870 by Adelbert Delbruck though it got banking licence on 10 March,1870. In 2000, Deutsche Bank was the largest foreign exchange dealer in the world. It was also a part of STOXX Europe 50 stock market index but was replaced in August 2016.
After facing a loss in fourth quarter in 2014 in spite of profit prediction, the co-CEOs resigned to supervisory committee in Jan 2015.The main objective of the Deutsche Bank was to promote and facilitate trade relations between Germany and other European nations. It got listed on New York Stock Exchange on 1st October, 2001.Some of the major competitors of Deutsche Bank include UBS (Swiss financial Company), Lloyds-a British banking enterprise.
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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