Punjab National Bank Marketing Strategy & Marketing Mix (4Ps)

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

Punjab National Bank Product Strategy:

The product strategy and mix in Punjab National Bank marketing strategy can be explained as follows:

Punjab National Bank is a widely present bank in India, with operations spread in personal, rural as well as corporate banking. Punjab National Bank offers the following plethora of products to its customers:

• Personal – Deposit, Loans (Retail, MSME), Insurance, Government Business, Agriculture Banking, Financial Inclusion, Priority Sector

• Corporate- Corporate Loans, EXIM finance, Cash Management Services, Gold Card Scheme for Exporters, Doorstep Banking Services

• International - Schemes / Products / Services, NRI Services, Help Desk For Forex Services, World Travel Card, Foreign Office Details, Offshore Banking Units

• Capital Services- Depository Services, Mutual Funds, Merchant Banking, ASBA

Punjab national Bank also offers e-services like:

BHIM, PNB Kitty, PNB Yuva, Unified Payments Interface, Retail Internet Banking, Corporate Internet Banking, RTGS/NEFT/IMPS/ECS/NACH, Mobile Banking, Green PIN - Debit Card.

Image: company website

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Punjab National Bank Price/Pricing Strategy:

Below is the pricing strategy in Punjab National Bank marketing strategy:

Even though Punjab National Bank is stated owned corporation it faces a strong competition from the like of State Bank of India, Corporation Bank, Bank of Maharashtra, State Bank of Mysore, etc. As a major holding in the bank is of the government, the interest rates set by PNB are comparably lower to private banks, as these private banks only function for profit.

Public banks while pursuing profit have to ensure to be the bank to the masses, promoting growth in the country. The pricing decision its marketing mix are governed by the RBI guidelines, competitor offerings and interest rates in the industry.

Punjab National Bank Place & Distribution Strategy:

Following is the distribution strategy in the Punjab National Bank marketing mix:

Punjab National Bank is present across 764 cities with more than 6888 branches and 9997 ATMs. The figures prove that accessing a Punjab National Bank is very feasible given its extensive presence across the country.

Punjab National Bank is also present outside India in Hong Kong, Dubai, Kabul, Kowloon, Shanghai, Sydney, Oslo, etc.

Punjab National Bank Promotion & Advertising Strategy:

The promotional and advertising strategy in the Punjab National Bank marketing strategy is as follows:

Punjab National bank has won many awards and accolades. Some of these recent awards are:

• Golden Peacock National Training Award 2016

• FICCI Corporate Social Responsibility Award

• RBI Rajbhasha Award

• Assocham Social Banking Excellence Awards 2015 (Under Rural Banking Category)

Other than these awards, Punjab National Bank also conducts many corporate social responsibility activities like health check-up camps, plantation drives, donation camps, setting up of dustbins, sponsoring uniforms, adopting villages, etc. For promotion on audio/video media, print media and website, Punjab National Bank has partnered with cricketer Virat Kholi to gauge the attention of youngsters, given his wide following in India.

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

People:

Punjab National Bank is a huge organisation which has more than 70,000+ employees. PNB is known to be employer of 919 employees with disabilities. The human resource management software package is called PNB Parivar, so as to call the employees a family. It was launched in 2006, to make pay roll processing, salary payment, tracking employee loans, etc. transparent. It also serves as dashboard for all internal news and transfer & posting related queries.

Process:

Punjab National Bank has grown in a robust manner over the last hundred twenty-two years in both organic and inorganic way. Seven different banks merged into Punjab National Bank to make it of the scale that it is now. Some these banks were:

• Bharat Bank Ltd. – 1951

• Universal Bank of India – 1961

• Indo-Commercial Bank – 1962

• New Bank of India – 1993

• Nedungadi Bank - 2003

Physical Evidence:

Punjab National bank infrastructure is still less technology centric as it is a public sector bank with less investment on customer experience. Public sector enterprises are plagues with bottlenecks and bureaucracy which hinder superior customer experience. Yet, services of Punjab National Bank are comparable to that of a private bank in terms of speedy transactions, wide array of products, extensive network of branches and ATMs. Hence, this gives an insight in the marketing mix of Punjab National Bank.

About Punjab National Bank:

Punjab National Bank is a government bank which is registered at New Delhi. Punjab National Bank was found in 1894 as a private bank and the first to start up with Indian capital and survived till date.

Punjab National Bank is the known for being the bank to dignitaries like Mahatma Gandhi, Nehru, Lal Bahadur Shastri, Indira Gandhi, etc. After a hundred of its inception, PNB has reached a revenue of US $7 billion in the financial year 2015-16.

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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