Marketing Strategy of Metro Bank

MARKETING ESSENTIAL

TABLE OF CONTENTS
INTRODUCTION...........................................................................................................................3
LO 1.................................................................................................................................................3
Introduction.................................................................................................................................3
Different process of marketing....................................................................................................3
Roles and Responsibilities of a Marketing manager...................................................................4
Marketing department relation with other departments..............................................................5
Value and importance of marketing for Metro Bank..................................................................6
LO 2.................................................................................................................................................7
Comparing 7 P's of marketing mix in two organizations............................................................7
LO 3...............................................................................................................................................11
Marketing plan..........................................................................................................................11
REFERENCES..............................................................................................................................14

INTRODUCTION
Marketing is a much broader concept then sales in which the needs as well as wants of
the customers are determined and on the basis of which the products are pinched to the
customers. Metro bank is selected for the study which deals in the financial sector having
headquarter in London. The bank was founded in the year 2010 having 70 stores. Vernon Hill is
the chairmen of the bank and Craig Donaldson as a CEO of the bank (Pooler, 2018). Number of
location of the bank is 70. In the study interrelation of marketing is made with the other
functional departments. Marketing plan is made and comparison of 7 Ps of marketing is done
after choosing two different companies.
LO 1
Introduction.
Marketing is a concept of identifying the needs of the customers and then satisfying those
needs of the customers by taking proper decisions which are better than the competitors. The
current trend of marketing which is in use is for the Metro bank is content marketing, creating a
better video, SEO, SMM, SME and the focus on the experience of the customers. Current trends
of marketing are more focused towards the advertisement part of marketing. Future trends of
marketing which must be adopted by the Metro bank are the
Artificial Intelligence, Big data, Python, Data science and data analysis (Osiobe. and Ibrahim,
2019). All these helps in find out needs and wants of the customers by what are the activities
performed by them. Analysis is done in the future trend about the activities done by the
audiences when they are online and what product they are searching the most, then the same
product is pinched to the audience in order to make conversion.
Different process of marketing.
There are different process of marketing which can be adopted by the Metro Bank in
order to get better results:
Segments of marketing.
The profit need of the Metro bank must be satisfied by the bank, by first determining the
needs and what should be steps taken in order to satisfy those needs. It is not possible for Metro
Bank by using one tool of marketing and then satisfying the needs. The bank must have to focus
on other tools for the better results and should not rely only on single tool such as social media,
Websites and usage of AI.

Marketing niches.
Niche is for small group which target the audiences from the small group which are special
requirements in the group (Parsons. and Lepkowska-White, 2018). For example the Modern
bank can built niche for the senior citizens in which they can target for raising investment.
Service product marketing.
In order to target the audience from the service product it is must target the audience
which are interested in the service sector. There are various services offered by Metro bank such
as credit card, debit card, ATM card etc. and for the same audiences must be targeted after
finding and generating the interest among the customers.
Roles and Responsibilities of a Marketing manager.
There are various roles of and responsibilities of a marketing manager and the same are
explained below:
Roles.
Developing strategy for marketing.
It is very important for a manager of Metro Bank to built strategy which is focus on long
term as well as short term goals of the bank. It is must for a manager to complete the short term
goals in order to complete the long term goal which is profit maximization.
Pricing strategy
Marketing manager of Metro bank must charge a price which is compatible and leads to
increase in the profit with the satisfaction of the customers. The manager must do analysis of the
price of the products in the market and then charge the price of product accordingly.
Building new customers
It is the responsibility of a manager to built more and more customers in order to increase
the sales of the Metro Bank (Shaw. and Bagozzi, 2018). The manager's focus must be on high
income generation customers who can give higher return.
Responsibilities
Support the sales team
The sales team must be supported by the marketing manager by providing the targeted
area and the targeted clients with the target which is to be achieved by the sales team. It is the
responsibility of a manager to give the list of the lead and the time frame of the conversion of the
lead.

Marketing campaign
The marketing manager must develop a campaign which may be google display network
or google search network in which the ads must be designed in selected location and at specified
time.
Evaluation of Competitors
The marketing manager must focus on evaluation of the competitors by knowing what
are the strategies they are adopting which is lead to maximization of the sales (Adams, Gilbert.
and Stobart, 2019). Then KPI must be done in order to select the best strategy and the same must
be adopted in order to meet the targets of the bank.
Marketing department relation with other departments.
Marketing department plays a dominant role for the other department and the same is
mentioned below:
Marketing department with production department
Marketing department of Metro Bank helps the product department by researching the
product and then presenting the best product in front of them which is in demand then the
production department works on building of the research products.
The production department also helps the marketing department by presenting the
available products and the results of the available products which helps the marketing
department in order to find out what is the best product to do research on.
Marketing department with Finance department
Finance department helps the marketing department a lot by presenting the statistics of
the performance, Budget preparation and helping develop price of a product.
The Marketing department of Modern bank helps the finance department by send out the
report of sales made, creating strategies of the sales and making a sales plan.
Marketing department with the HR department
Marketing department helps the HR department by finding out the best person for the
recruitment in which online and offline medium is used (Zahay. and et.al., 2019). The HR
department is also helped by the Marketing department by finding out the candidate which is
having specific skills and is experienced this saves a lot of cost related to training and
development of the candidate.

HR department helps the Marketing department by hiring professional person who is
expert in doing sales. Due to which the targets of the Metro Bank can be easily accomplished.
Marketing department can set higher targets for the salesman and the same leads to higher
revenue and higher profit for the company.
Value and importance of marketing for Metro Bank.
Value
Marketing can mobilize as well as channelize the behavior of the people to the common
vision of the Metro Bank. Marketing is very powerful medium in which the expressions can be
shared creatively to the modern society. Marketing can be used as a manipulating tool in which
the product which is in less demand can also be sold in the market. Marketing is very useful for
the Branding in which the brand can become popular by providing the right product to the right
customer.
Importance
Marketing is a very important tool and the same is explained as follows:
Helps in lead generation
Marketing helps in more lead generation by bringing more traffic on the website. If more
traffic is bought to the website then there are higher chances of lead conversion as the audience
available is in large amount (Samiee. and Chirapanda, 2019). Marketing even help in generation
of lead of the targeted audience by running campaigns over various platforms.
Brand awareness
Marketing makes the Brand aware to the audience in which the promotion of the brand is
done to the large area which leads to increase in the value of goodwill and reputation of the
Metro Bank. How it will be possible for a company having a product which is best in the
industry but the same is not popular in the market, it can only be done by marketing.
Channel opening for the communication
Marketing open channels for communication in which the communication can be done by
feedback of the product in which what are the requirement for the improvement of the product is
known from the audience. The requirements are then met if they are appropriate for making
change in the product.
Online marketing cost effective.

Online marketing is a part of marketing which is the most cost effective way of doing
advertisement in which selling material can be made in more innovative and more lucrative
which can easily attract the audience and this results in increasing the sales of Metro Bank
(Akatsuka, 2019). Online marketing also helps in reaching the audience which is spread ed all
across the globe.
Conclusion
As per the study it is concluded that marketing plays a major role in every department
and each department requires marketing in order to help them. The roles and the responsibilities
of marketing are very critical in which what a Business must do in order to increase the sales is
known. The different process of marketing in which there is a specific requirement of the
specific product as well as service.
LO 2
Comparing 7 P's of marketing mix in two organizations.
Marketing mix uses set tools in order to influence the targeted audiences to make
purchase of the product. There are different strategies used by the companies in order to make
planning and achieve the objectives of planning. Marketing mix places the right product at right
time and at the right place in order to fulfill the needs of the customers. The 7Ps of marketing are
used in the marketing mix and the same are explained below comparing the two organizations
and the two organizations selected for the comparisons are the Metro Bank and the HSBC.
Marketing mix Metro bank HSBC
Product Product is an item which is
built in order to satisfy the
needs and wants of the
customer (Yousaf. and
Xiucheng, 2018). Product must
be made simple and easy to
understand so that it can lead
to producing better results. For
planning Metro bank will use
the product strategy known as
For the planning HSBC bank
will use the product strategy as
product life cycle in which the
bank will focus on the life
span of the product in which
quality in product will be
provided so that it gives a
long-lasting impression to the
customers of the bank.

product differentiation in
which the bank will focus on
providing different products of
different variety in order to
achieve the objective branding.
Price Under the price it is the
responsibility of the manager
to choose the price which is
appropriate for the sell of the
product. The price of the
product must not be too high
or too low otherwise it will
lead to snatching of
competition or loss. The price
charged by the Bank must be
reasonable. The pricing
strategy used for the planning
by the bank will be price
skimming in which the bank
will charge high prices and
will provide quality services
such as meeting the claim
requirement and giving higher
return on Fixed deposit. The
will lead to achievement of the
goal of gaining higher
investment and objective of
customer retention.
The pricing strategy which
will be used under the plan by
HSBC will be price
penetration in which the bank
will charge low prices for the
product at initial phase and
then the price will go up
(Charitsis, Yngfalk. and
Skålén, P., 2019). The bank
will select price skimming is
achieved the objective of
gaining higher customers and
with the goal of generating
higher revenue.
Place Place is an area where the
bank will conduct marketing
Place selected by the HSBC
for the marketing will be

from. The area which will be
selected by the Metro bank
will be digital or online. The
bank will select the online
place because it will achieving
the objective of saving the cost
and the goal of maximizing
profit.
physical distribution of the
marketing materials. The bank
has selected this approach of
marketing in order to achieve
the objective of more
attraction to the customers
with the goal of sales
maximization.
Promotion Promotion is the way in which
the bank do promotions in
order to maximize the sales of
the bank (Moran. and et.al.,
2019). The promotion
technique which will be used
under the plan will be
distribution of free sample in
which the bank will provide
free cash deposit of 50 ponds
and free transaction limit for
one year. This will lead to
achievement of the goal
gaining the trust of the
customers and achieving the
objective of customer
satisfaction.
The promotion technique
which will be used by the
HSBC bank will be giving free
gifts to its customers. Free
gifts, the customers will be
provided with the gifts such as
free tickets to the local
destination on opening account
and if the amount is higher
than the ticket will be for more
far destinations. This will lead
to achievement of the goal of
promotion and building
goodwill with the objective of
generating sales promotion.
People People are sources to whom
the product will be targeted.
People are the most important
source because ultimately the
revenue will be derived from
The targeted people for the
HSBC will be rich people only
which will include
businessmen, engineers and
doctors or any other prominent

them. The targeted people for
the Metro Bank will be the age
group of 40 to 100. The reason
for which such age group is
selected is the selected age
group is having the highest
amount of income which can
be used for the investment in
the bank. The investment then
can be used for further
investments by the bank from
which the bank can generate
higher amount of income in
the form of interest. The bank
will achieve the objective of
high return on investment with
goal achievement of raising
more and more capital.
person. The reason for which
the bank has selected such age
group is, this will lead to
higher investment generation
and large amount of
investment generation for
generating higher amount of
return in the form interest by
invest of the fund raised
(Bassano. and et.al., 2019).
This will help the bank achieve
the objective of Raising high
amount investment and
retention of high valued
customer with the goal of
generating higher return on
investment.
Process Process is the steps which are
used by the bank in order to
deal with its various
customers. There are different
processes using which the
customer can be retained and
can be motivated to raise the
investment. The process which
will be adopted by the Metro
bank will be how services will
be consumed in which the
reason for which the customer
will buy the product will be
The process which will be
used by HSBC will be service
pinching in which very much
importance will be given to the
service. Quality services will
be provided to the companies
in order to maintain the quality
of the product. All the process
will be shared for the feedback
of the product. This strategy
will help the bank achieve the
objective of providing quality
service with the aim of

determined and the same will
help in framing the plan. The
bank will chose this strategy in
order to achieve the objective
of consumer behavior with the
goal of pinching the customers
using the behavior of them.
achieving the goal of customer
relationship.
Physical environment Physical environment is the
environment in which the bank
is situated (Nordin, 2019).
Metro bank will use the smart
environment in which all the
smart things are present
starting from the entrance of
the customer till the exit of the
customer. The smart
environment will be chosen by
the bank in order to achieve
the objective of fast process
and with the aim of achieving
the goal of making the process
easy and simple.
The physical environment will
be chosen by the HSBC bank
will be interface in which the
customer will directly interact
with the customer support
team in order to understand the
product and its features better
(Granata. and Scozzese, 2018).
This environment is chosen in
order to make understand the
product features better with the
goal of increase the investment
of the product.
LO 3
Marketing plan.
Marketing plan is a plan which is used for the making marketing strategies which if
implemented then can result in profitable results.
Objective
objective of Metro bank is raising more and more investment in order to make more
profit.
SWOT Analysis

Swot analysis is the finding out the positive and negative aspects of the bank which will
help the bank in giving competitive advantage.
Strength
The factor is internal factor of the bank (Chang, Wang. and Arnett, 2018). Strength of
Metro bank is its sound products which are more friendly to its customers and high income
generative.
Weakness
The weakness is the internal factor. Weakness for the bank is its high debts.
Opportunities
External factor, Opportunities for the Metro bank will be government friendly policies
which will help the bank in raising tax-free investment.
Threat
It is a external factor, Threat for the Metro bank will be other banks providing lucrative
investments at higher interest rates.
PEST Analysis
PEST analysis is the external analysis in which the impact of external factor can be on
business is known.
Political factors
The political factors which will impact the Metro bank will be change in the government
in UK by change in the policies of the bank in which people of UK will be allowed to open bank
account at zero balance.
Economical
Economical factor will impact Metro Bank by fluctuation in the interest rate (Ju, 2018). If
the interest rate will rise then it will lead to inflation and the same will result in fall in the interest
rate of fixed deposit and vice versa.
Social
Social factors will influence Metro bank by the geographical location and age group of
the people of UK (Dean, 2019). The age group which will be effect the most will be between 40
to 60.
Technological

Technological factors will impact the Metro bank by operational excellence if latest
technology is used but if outdated one is used then it will result in slowdown of work.
Budget
Total Budget used for marketing by Metro bank will be 400000 ponds and the same is
segregated as:
Particulars Amount in ponds
Personal selling 50000
Direct selling 100000
Lab our and material 50000
Digital marketing 200000
TOTAL 400000
Segmentation, Targeting and positioning
For segmentation the demographic will be taken as age group in which the target will the
age group of 20 to 40 years of customers and the positioning will be lowered price and higher
quality.
Marketing mix
The four Ps of marketing used will be product, price, place promotion.
Product
Product strategy used will be Product differentiation in which the different types of
products will be offered.
Price
Price strategy used by the bank will be price skimming in which the price charged by the
Metro bank will be higher for initial period and afterwards it will be lowered.
Place
The place will be used for promotion will be online presence of digital platform.
Promotion
The promotion technique used by Metro bank will be free distribution sample.
CONCLUSION
As per the study it is concluded that marketing plays a major role in the increasing sales
for the organization by which the company can increase its profit. Marketing plan play a major

role by which the company can achieve targets if implementation of the plan is done in which
SWOT and PEST analysis plays a major role. Comparison between two or more companies is
also necessary which will result in knowing where the company stands as compare to the
competition and what are the points in which the company is lagging behind. There is value as
well importance of marketing in the market.

REFERENCES
Pooler, J.A., 2018. Demographic targeting: the essential role of population groups in retail
marketing. Routledge.
Osiobe, E.U. and Ibrahim, A.A., 2019. Agricultural Marketing and how the Shaffer–Star can be
Applied. International Journal of Business and Social Science. 10(8).
Parsons, A.L. and Lepkowska-White, E., 2018. Social media marketing management: A
conceptual framework. Journal of Internet Commerce. 17(2). pp.81-95.
Shaw, S.D. and Bagozzi, R.P., 2018. The neuropsychology of consumer behavior and marketing.
Consumer Psychology Review. 1(1). pp.22-40.
Adams, R.G., Gilbert, C.L. and Stobart, C.G., 2019. The Marketing of Commodities. Modern
Management in the Global Mining Industry. pp.63-82.
Zahay, D. and et.al., 2019. The marketing organization’s journey to become data-driven. Journal
of Research in Interactive Marketing. 13(2). pp.162-178.
Samiee, S. and Chirapanda, S., 2019. International Marketing Strategy in Emerging-Market
Exporting Firms. Journal of International Marketing. 27(1). pp.20-37.
Akatsuka, T., 2019. Fujitsu’s Digital Marketing Method Realized with Customer Experience-
Oriented Concept. FUJITSU SCIENTIFIC & TECHNICAL JOURNAL. 55(4). pp.17-23.
Yousaf, S. and Xiucheng, F., 2018. Halal culinary and tourism marketing strategies on
government websites: A preliminary analysis. Tourism Management. 68. pp.423-443.
Charitsis, V., Yngfalk, A.F. and Skålén, P., 2019. ‘Made to run’: Biopolitical marketing and the
making of the self-quantified runner. Marketing Theory. 19(3). pp.347-366.
Moran, M.B. and et.al., 2019. Ethnic and socioeconomic disparities in recalled exposure to and
self-reported impact of tobacco marketing and promotions. Health communication. 34(3).
pp.280-289.
Bassano, C. and et.al., 2019. Storytelling about places: Tourism marketing in the digital age.
Cities. 87. pp.10-20.
Nordin, N.M., 2019. The Study Of The Factor That Influence Attitude Towards Viral Marketing
Among Generation Y. Academic Journal of Business and Social Sciences. 3. pp.1-9.
Granata, G. and Scozzese, G., 2018. The Evolution of Viral Marketing to Improve Business
Communication. International Business Research. 11(12). pp.105-112.