MARKETING STRATEGIES RBS strongly believes in winning the customer by winning his heart through complete satisfaction of his/her

needs. RBS banks marketing strategies are more towards making their existing customers loyal because they believe that it is their customers who provide them with new customers. RBS uses KYC (Know your customer forms) to have complete association with their new customers.

DEPOSITS

Target Market Personal Bankers target markets include businessmen, salaried individuals, housewives, retired individuals and anyone who has the potential of providing legal deposits to the bank.

Promotional Strategies Promotional marketing has various types; from what I can recall there is direct marketing and indirect marketing. Direct marketing is a discipline within marketing that involves the planned recording, analysis and tracking of individual customers response and transactions for the purpose of developing and prolonging mutually profitable customer relationship.

Direct marketing is a form of marketing that attempts to send its messages directly to consumers using addressable media, such as mail and (increasingly email), telephone and personal meeting with customers. Therefore, direct marketing differs from regular advertising in that it does not place its messages in a third party medium, or in the public market, such as billboard to a radio commercial would.

Instead, the marketing of the service or commodity is addressed directly to the target customer

On the other hand indirect marketing includes such types of advertising tools like billboards, TV commercials where no immediate response can be seen neither can be measured. No matter what the promotional strategy, The Team Manager of Credit Cards Department in Consumer Banking said A successful product or service means nothing unless the benefit of such a service can be communicated clearly to the target market RBS promotional strategies consist of Public Relations RBS strongly aims to develop positive relationship with public.

Direct mail There has been a massive growth in direct mail campaigns over the last few years. RBS Bank has complete databases, which contain names and addresses of potential customers. Direct mail allows RBS to use their resources more effectively by allowing them to send publicity material to a named person within their target segment. By personalizing advertising, response rates increase thus increasing the chance of improving business.

Internet Promotion Owning a website is a now a crucial ingredient to the marketing mix strategy of any organization. Union Banks customers can now obtain instant information on products or services to aid them in their crucial decision. Further RBS also

facilitates its customers through I-Banking. Customer can register on the web site and can enjoy a host of services.

Personal Selling (Push Strategy) The foremost Promotional Strategy of RBS is Personal Selling i.e. Selling a products one to one.

Direct Marketing Personal Bankers at RBS, whose primary job is to bring more and more deposits to the bank, make use of Direct Marketing techniques. First of all these PBs identify their sources from the reference groups and track down their likely to be customers. According to a PB Mr. Rab Nawaz at RBS Bank, It is all a matter of keeping your eyes and ears open. While meeting with a potential customer, it is most likely that you can get a new reference for a new customer

Once they get a reference from their existing customer or relative or colleague, they try to get as much information as possible about their potential customer. Then they give a call to the customer and try to convince

him/her over the phone. Customers with greater potential are asked for appointments for a face-to-face meeting. Customers who provide the bank with heavy deposits are given special treatment. It is common for the Branch Manage to give formal meals in restaurants to such customers.

Product Strategies:

Augmented Product With every new account opened, RBS Bank provides a free chequebook and a free Customer Relationship card. Other than that, if a customer maintains an average balance of five lac, he/she has the facility of making two DDs free of any charge. Augmented Personalized Services Personal bankers are dedicated to provide with the best possible attention, advice and services to their customers aside from regular.

CREDIT CARDS

Push Promotional Strategy RBS makes use of push promotional strategy to promote the credit cards business. Through this promotional strategy, Union Bank makes use of its sales force and trade promotion activities to create consumer demand for credit cards.

Positioning The Credit Card meets the everyday usage needs of financially responsible consumers who desire the flexibility offered by the credit cards. It provides the high level of quality customer service.

Target Market The Credit Cards are targeted towards customers who are financially responsible, middle and upper income consumers who seek greater financial flexibility, a mix of local and global services and support and demand a high level of quality and service

Target Market Profile Aspirant Financially responsible Need for financial flexibility Price and image conscious High everyday retail use, as well as local travel and entertainment use

Risky Categories Property Dealers/ Real Estate Investors Agriculturists/ Politicians/ Landlords (can consider if exporters/business) Manpower Suppliers / Overseas Employment Agencies Expatriates Non-Resident Indians Lawyers/ Journalists (exceptional approval only by Credit Manager/ Business Head)

RBS PRODUCTS & SERVICES: The Customer Service Department is offering the following products and services to the customers: 1. Balance Transfer Facility (BTF) 2. Deposit facility 3. Locker facility 4. Credit Cards 5. ATM facility 6. Treasure Plus 7. Insurance benefits 8. Online banking 9. Non Stop Banking Service

1. Balance Transfer Facility (BTF) RBS has introduced BTF which is often called one Stop Payment Shop that take care of all your financial needs. BTF is most convenient and flexible, economical and easy-to-use-to-use loan facility designed to suit your needs and give you the power to control the finances. It brings you the variety of features that provide you the spending convenience you need. In BTF there are no lines or limit of credit, generally you can get the loan between. 50,000 to 500,000. But in BTF there is no matter, what your limit, you are charged on the amount of money you used and not on the whole amount assigned to you.

2. Deposit Facility The followings are the main type of deposit accounts being offered by RBS for various categories of people:

Current Account --------------------Sahulat Account Savings Account--------------------Anchor Account Checking Account------------------Access Account Term Deposit Account-------------Value Term

3. Locker Facility If your jewelry has been given you sleepless nights, and the prize bonds tucked in the bottom drawer make you feel tense, it is time to discover peace of mind. The lockers at RBS are safe, convenient and private. As a customer, you can enjoy personalized service and operate your locker in a friendly and pleasant environment.

4. Credit Cards In credit card is the safest mode of using money. It is used repeatedly to borrow money or buy products and services on credit. Credit cards are issued by banks, savings and loans, retail stores, and other businesses. RBS is offering three kinds of credit cards Future Perfect Master Card RBS Air Blue Master Card RBS Ufone Credit Card

5. ATM facility RBS ATM network you can have access to money 24 hours a day, 7 days a week. This facility gives you the flexibility of withdrawing money from your account any time. The RBS ATMs are located inside the premises of the bank. Any customer can make one to five transactions in a single day, by withdrawing 20,000 of amount in a single transaction, so the customer having the credit card

can withdraw 100,000 in a day. If some one wants more than 100,000 then he can use his cheque book.

6. Online banking RBS is offering the facility of online banking to its customers through the country wide network of branches. If the customer is interested in sending the money in any other branch of RBS then he / she can use this facility. Customers can use ATMs or banking counters of any branch for day to day banking needs, irrespective of branch where they maintain their accounts. It is fast and secure access to any of your private accounts via Internet.

7. Insurance plans of RBS: RBS is offering various kinds of insurance plans. According to (Insurance Plan, 2012) RBS product menu spans across various lines of insurance and offers combination of life and non-life insurance plans which are made-to- fit your personal needs. RBS has insurance plans for young professionals, married, retired people. This insurance plan provides cover on the following risks I. Robbery II. Fire III. Natural Calamity IV. Vandalism V. Terrorism VI. Applicable on each locker. VII. Only events that take place in the locker area are covered under this scheme.

8. Treasure Plus: Treasure Plus (Treasure Plus, 2008) is a kind of insured loan for childrens education. It is very simple. You select the premium amount (in multiples of 12,000) and term of the plan. Minimum annual premium amount for customers is Rs. 120,000 to Rs. 24 million You have the flexibility of paying the amount on a monthly, quarterly, half yearly or annual basis. When your child reaches the college going age, you will receive a lump sum amount to meet his / her education needs. In addition to the above, Treasure Plus also offers a unique School Fee Continuation Benefit. This option would ensure continuity of your dream to give your child the best education in case of your untimely death.

9. Non-Stop Banking (NSBC): According to (personal communication) any one can make payments for their credit card, order a demand draft, stop a cheque or pay telephone, gas and mobile bills. In this way one can do almost all kind of banking transactions over the phone.