Marketing Report: Barclays Bank - Strategies, Mix, and Trends

This report provides a detailed analysis of Barclays Bank's marketing strategies, encompassing the concept of marketing, current and future trends like relationship and societal marketing, and an overview of various marketing processes. It explores the roles and responsibilities of a marketing manager within the organization, highlighting the interrelationships between the marketing department and other functional areas such as finance, production, and sales. The report also emphasizes the value and importance of marketing in the context of Barclays, discussing the significance of effective interdepartmental relationships. Furthermore, it includes a comparative analysis of the marketing mix of Barclays and HSBC Holdings and concludes with a marketing plan for Barclays, providing a comprehensive understanding of the bank's marketing approach.

MARKETING ESSENTIALS

Table of Contents
INTRODUCTION...........................................................................................................................3
Concept of marketing, including current and future trends....................................................3
An overview of the different marketing processes.................................................................4
Roles and responsibilities of marketing manager...................................................................5
Marketing influence and interrelate with other functional departments of Barclay ..............5
Value and importance of the marketing role in the context of the organisation....................6
Significance of having effective interrelationships between different functional departments.. 6
Marketing mix of HSBC Holdings and Barclays...................................................................7
Marketing plan for Barclays.................................................................................................11
CONCLUSION..............................................................................................................................13
REFERENCES..............................................................................................................................14

INTRODUCTION
Marketing is the process of creating relationship between organisation and customers. It
is the process to understanding the needs and wants of customers and satisfying them. The action
which is taken for promoting the brand, is called marketing. Marketing is an important concept
of organisation which is needed to aware customer about the product, through marketing the
customers can know about the existence of product in market. This file will consider the
Barclays public limited company which is a British multinational investment bank and financial
service company, situated in London. This file will consider concept of marketing, including
current and future trends and different marketing processes. Other information about role and
responsibilities of a marketing manager in the context of the organisation and interrelates with
other functional departments of the organisation. Further, description about marketing mix
marketing plan (Hugos, 2018).
Concept of marketing, including current and future trends
There are five concepts of marketing -
Production- Customers favor products that are available and highly affordable. It
includes improve production and distribution.
Product- Consumers favor products and services that offers the most quality,
performance and innovative product (Goldberg, Fishbein and Middlestadt, 2018).
Selling- Consumers can buy the product only when they aware about the product.
Marketing- It focuses on basic needs and wants of the consumer regarding the product
and try to provide better satisfaction to the customers.
Societal marketing concept- This concept focuses on well-being of society with
providing them the best products which can fulfil their satisfaction level.
Current and future trends in marketing
Relationship marketing- Relationship marketing arrives with campaigns and seminars.
In this marketing the marketer spend their time with the consumers. They believe in
understanding the needs and wants of consumer that what is the desire of them. It creates
relationship between them and it helps to increase productivity(Chernev, 2018).

Industrial marketing- This marketing trend arrives when business sales its product to
another business. The primary cause of this marketing is technological revolution. Another
reason is entrepreneurial staying in the market sees many organisations going back to the
drawing boards and reinventing themselves.
Societal marketing- The responsibility of organisation is to find needs and wants of the
consumer. They target the market and try to provide the best thing to consumer to fulfil their
satisfaction level.
An overview of the different marketing processes
Situational analysis process- Situational analysis involves determination of the
unformed preferences and satisfying them. The business has to understand the environment in
which customers existing with different and unique needs. To understand the present and future
trends the company does not make wrong judgement(De Mooij, 2018).
Marketing strategy- Through situational analysis the best opportunity identifies and
after it a strategic plan can be developed. Marketing strategy has three parts segmentation,
targeting and positioning. Organisation divides the market into different segment of the bases of
there age, gender and many more things and after it they target the market in which the product
will sale. After targeting it comes to positioning in which the marketer tries to set their product in
mind of customers.
Marketing mix decisions- Marketing mix considers elements such as product, price,
place and promotion. After marketing strategy it comes to marketing mix in which the company
decide the product on the basis of customer preferences and select the best price of the product.
The next stage is place, where the product will sale and after deciding all of these it comes to
promotion. The organisation promoting the product in different areas.
Implementation and control- All the efforts which put by the organisations, have to
control and monitor very closely. Marketing mix helps the organisation to make change.
Developing the new product with understanding all the marketing strategies is not easy but it has
to check that the efforts are useful or not.

Roles and responsibilities of marketing manager
Marketing manager is responsible for -
 Create marketing plan
 Designing of marketing documents according to plan.
 Making the budget for marketing of product,
 Establish campaigns.
 Making relationship with stakeholders.
 Maintain effective internal communications to ensure that all relevant company functions
are kept informed of marketing objectives.
 Market researches to understand the taste and preferences of customers which are
interrelates with the aims of chosen organisation.
 They have to work closely with the design agencies to ensure that all functions of
marketing relates to the objectives of company.
Marketing influence and interrelate with other functional departments of Barclay
Finance and marketing- Marketing strategies and marketing plan always considers
finance with it. For making marketing plan there is need to money and marketing department
also have to take investment decisions in which there is need of finance department in Barclays
bank. They both departments are closely interrelated with each other (Jaworski, 2018).
Production and operation department- Marketing can help these units in guessing the
number of goods to be provided. Marketing department know something about the customers
and it can help the production department to provide number of products and service which has
to known.
Resource and development- Marketing can help this department from the idea and
thoughts of new product or service to its execution. Marketing research helps to find which
product or service would be most marketable.

Sales and marketing- Sales department is responsible for making better relationship
with the customers and through good relations marketing can make it very profitable especially
when a good seller and buyer is brewed. Sales department in Barclays bank generally perform
for sale the loan, debt and open an account, which considers customer relationship with it.
Value and importance of the marketing role in the context of the organisation
Spreading information- It is necessary for a business that its customers are aware of the
product or service. Marketing is done b the marketers to engage customers about the product
awareness. Marketing helps to making relationship with the existing or new customers.
Sales- If the customers are aware about the products and services of Barclays bank.
Through marketing the customers known to the services which provide by banking sector and if
these services helps them to make the money then customers can invest in the bank and it will
profitable for Barclays bank(Steinhoff and et.al., 2018).
Maintaining company reputation- Marketing helps to make customers aware about the
product and services and it also helps to develop relationship between bank and clients. Through
it the reputation of bank increase and it will come in result of profitability.
Significance of having effective interrelationships between different functional departments.
It is important to having good relationship among different departments in the
organisation. With the coordination of these all department it comes as a result of profitability. It
also creates trust among all of them. Accurate communication among various departments
improve the work quality and work efficiency. If the all departments work together with the help
of each other than they can maintain relationship within and outside the organisation. It also
helps to provide better service to their customers. The situation of conflict in the organisation
arrives when there is lack of communication among employees. Through interrelation between
the departments, conflicts can be reduces. Communication in better way is the best thing to
reduce the conflicts in organisation.

Marketing mix of HSBC Holdings and Barclays
Bases Barclays HSBC Holdings
Product Barclays is the most known
bank or investment institution
in the world. It provides
various banking services such
as personal banking service
which includes mortgage
insurance, individual saving
account, loans, investment etc.
Other is premier bank in which
it provides offers priority
service and debit card for
qualifying individuals. It also
provides multi currency
accounts to its customer which
can help them to change there
currency(Prasad and Saigal,
2019).
HSBC has made its activities
under four different segments
namely private banking,
wealth management, retail
management, investment
banking and commercial
banking. Product
differentiation comes when the
services and products are sold
in various countries. This bank
provides all kind of services
such as personal services,
business services. They also
touch in with customers
directly.
Price It pricing strategy depends on
the market competition,
demands of the customers etc.
It also provides various
payment flexibility options to
its customers just like
minimum 25% discount on its
mobile broadcast scheme,
overdraft which is free of
HSBC take care of the level of
customer satisfaction, it
provides it services in respond
to customers. The main aim of
HSBC holdings is to provide
the best thing to the customers
so they can attract toward their
bank. Their pricing strategy is
different from the other and it

interest, monthly fee waiver
and discounted rates or loans.
also different in the areas it
serves.
Place Barclays has a wide range of
area across the world. It
providing its services from
many years in the world. It
makes present in 50 countries
with 4750 branches. It is the
first bank of UK which started
online services to the
customers. Customers can gain
profit in various terms through
the bank. It has 4.5 million
registered online bankers in
the country. It also provides
mobile banking service to its
customers.
HSBC holdings provide its
services in all around the
world. It has wide area of
operations. It has huge number
of customers in various places.
They also provide internet
banking option to the
customers which through they
can use the service in better
way. ATM option also
available for the people so
there is no need to carry cash
with them in the pocket and
the money is going to secure.
Promotion It focuses on 360 branding and
marketing. Its marketing
strategy runs with aim to
connect all the customers with
it. It allies the strategies such
as campaigns, press releases,
posters and brochures. It also
does advertisement on
different websites, newspaper,
magazines, direct mail etc. It
also does the promotion
through taking sponsorship of
te football team and other
HSBC holdings bank promote
itself with the customer
satisfaction strategy. It has
been reaching out to the people
in the form of boards,
newspaper, radio, television
and internet etc. It also
promotes itself with taking
overseership of the sport
games. They make sure that
they are approaching the good
way to promoting themselves.

games. It created brand
ambassador to MS Dhoni for
the Barclays premier league in
India.
People People are the lifeblood of any
organisations and it is
important for the organisation
to make people happy with
their services and products.
This bank have leadership in
employee retention and
satisfaction. It offers a unique
flexible benefits scheme in
which the employee are free to
decide their benefit scheme.
The benefits such as pension,
incentives, bonus which based
on the performance of
employees. They also provide
medical claim to the family
members of their employees.
Employees are free to decide
their office timing. These all
schemes provided to the
employees for better work
operations in the organisation.
This bank provides work from
home facility to the employees
if they are comfortable with it
than they can do the work at
home according to their
It is directly in relationship
with customers. People are the
base to run any organisation,
without people there is thing
for the organisation. This bank
is well connected with the
customers in all around the
world. Employees area also
considers in the people who
make their contribution in
profitability of bank.

comfort.
Process The overall process of the
bank it easy and straight
forward for the cumbersome,
they can use easily to its
services. The relationship
manager of this bank take
feedback from its customers
regarding the service and
customers are happy with this
process because it is quite
easy. Its services such as
money transfer, payments and
loans which are provided by
bank in easy way.
The activities of HSBC
holding is governed
internationally from the
headquarter. It has to follow
regulations and rules. The
documentation and forms are
standardised, this bank has
customized its approach for
every customer based on their
satisfaction.
Physical evidence Barclays has taken the internet
facility to provide services to
its customers at first. It has
introduced the mobile app
which is named with the bank
name. It is big physical
evidence for the customers t
use the services of this bank.
This process helped the bank
to increase its customer. This
completed the marketing mix
of this bank.
Physical evidence is the most
important thing for making
customers. If once the
customer believes in the
company they can invest in it
so there is need to make string
evidence. This bank has strong
physical evidence in terms of
offices and branches. Other
physical evidence of the bank
is its website.
The marketing mix of these two banks is different from the other banks because they are
spreading t a wide range of area and they follow the different things from other banks. For

example Barclays provide different services to its customer and it has leadership in employee
retention and it is good for earning profitability.
Marketing plan for Barclays
Executive summary- Barclay is the British investment institution or bank which has
leadership in customer retention. This marketing plan is about provide loans to educated people
on low interest rate(Oakey, Cooper and Biggar, 2018).
Objective- Overall objective of this marketing plan is to provide loan to educative
persons at lower interest rate.
Mission- The mission of this plan is to make profitability for the business and economic
development.
Internal and external analysis
Swot analysis of Barclays
Strength
 Different business units which provides
various benefits to the customers.
 Large network in all around the world.
 Strong marketing strategies.
Weakness
 Controversies such as funding of
government influence the brand image.
 Some court cases also affected the
image of the company and cases such
as accusations of money laundering.
Opportunity
 Broad area provide more opportunities
to expand the business in rural areas.
 It was the first bank who provided
online banking services so that here it
has a big market revenue.
Threats
 Competition is the big threat for this
organisation.
 Economic policies and instability of
government.
External analysis

Political factor- Political factor plays an important role to run the organisation. Political stability
is always good for the company and political instability is not good for the organisation. Barclays
bank is under the risk of military invasion, legal framework for contract enforcement, intellectual
property protection etc.
Economical factor- Economic factors such as inflation rate, deflation rate, interest rates,
tax rates make impact on the business. The bank lost its share a few year ago. It is also affected
by profit which dropped down before 10 years ago (Bagozzi, 2018).
Social factor- It is the major factor which is important to develop the business. This
factor considers as customer satisfaction. The bank requires satisfying the customers. This bank
shut down the branches in rural areas which make impact on its business.
Technological factor- Technology plays an important role to run the organisation and
today's it plays major role to make life easy of customers. Many customers of Barclays faces
issues related to log in and online banking. Here is the case when people were able to access the
account of other people and it made impact on the reputation of the bank.
Environmental factor- Every organisation have different standard which make impact
directly in the profitability of the organisation. Environmental factors such as weather and
climate change. air and water pollution, laws regulating environment pollution etc. Barclays has
to understand all the environment before entering the new product in the market.
Legal factor- Control of different banks is done by various agencies and laws in
countries. The banking license implemented in Europe has allowed banks in European union to
open branches freely in other countries. Barclays can provide its new service to the other
countries to understand all these matter. It is the opportunity of bank to expand its business and
provide better service to the customers (ansuhaj, Randall and McCullough, 2018).
4 P's of marketing strategy
Product - Here the product/ service is loan, which will provide by the bank to the
educated people who have no source of money and who want to do something. This will help
them to develop themselves and create opportunities for them. This product of Barclays bank
also helps in economic development.
Price- Here Barclays bank understand the price strategy. They provide loan to the
customers on lower interest rate which through the customers will attract more. Price is the major

factor to attract customers toward the product. Its price strategy is too good, it provides
discounted service to its customers, but its strategy depends on the situation of market.
Place- It has the wide area of provide services to its customers. Barclays can use rural
areas to offering this product to its customer because rural people also have some qualities and
capabilities to do something and it will help them to develop.
Promotion- They will launch the product in the rural areas mostly so they can use video
marketing with allowing campaigns and they also use face to face marketing strategy for it.
STP
Segmenting refers to divide entire market into different segments. Segments can be based
on age, gender, different group etc. It can also divide on the basis of geographical location. Other
term is targeting which is the process of target the market which has segmented. Target the
population and tell them about the product which will have to launch. Next term is positioning,
which refers to set the product in the mind of customers which is depended on the marketing
style.
Budget [Estimate budget- 5 million]
Bases Cost[ In millions]
advertisement expenses 1
Labour expenses 2
Extra expenses 2
Total 5
Controlling and evaluating- It is the final stage of making marketing plan. Control
establish when the marketing plan is planned. Evaluation comes when the marketing plan is
completed. It considers sales analysis, financial requirements etc. After making the plan evaluate
this that it is useful or not and set the alternative which will useful if the plan is not going well
(Sawhney and Piper, 2018).

CONCLUSION
From the above study it has been concluded that marketing was the major part of
Barclays bank, and it needed to develop the business. Barclays used marketing strategy which
was different from other business, it provided the various kind of services to its customers so that
they attracted to it. Marketing manager of Barclays played various roles inside or outside the
organisation and the major role of him was making relationship with customers.