Barclays Bank PLC - Assignment

Added on - Nov 2020

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Table of containIntroduction.......................................................................3Back around.......................................................................3Promotional mix................................................................3Advertising.........................................................................4Public Relations.................................................................5Sales promotions...............................................................5Personal selling...................................................................7Direct marketing................................................................9Internet marketing............................................................12Sponsorship........................................................................13AIDA.....................................................................................15The communication process.............................................16Reference list ......................................................................172
IntroductionThe main aim of the assignment is to supplya range of researches that have been taken in orderto illustrate marketing knowledge and skills on the promotional marketing mix techniques thatBarclays company applies.1.1Background/ overview of CompanyBarclays is a British bank operating internationally with broaden horizons by different type of of clients,consumers, and topography.With more than 300 years experiences in banking, Barclays have extensiveexistence in more than 50 countries counting Europe, Asia, America and Africa and have more the 48million consumers. Barclays purpose and value are ‘’creating opportunities to rise’’ for their clients,customers, colleagues and society. The aim of the company is to generate long term sustainable returnsfor Barclays shareholders.To satisfy their customers and cover their needs,the company providewiderange of products and services such as: privet banking, wealth advisory, investment services, investmentand credit solutions. The company operate by two divisions Barclays UK and Barclays International.(Barclays annual report 2019).Barclays has approved with their results that their business strategy is working and that is in muchstronger position that a few years ago to face their challenges (Barclays,2019). Their group have beentransformed and that help them to improve their cost efficiency and to secure their capital position,have been published by company’s chair main Nigel Higgins on the 2019 company’s report. The board ofdirectors have been changed and the new members of the companies are Dawn Fitzpatrick, MohamedEl-Erian and Brian Glivary. According to Barclays Annual Report, the group profit before tax in 2017 was3.5bn, in 2018 the company had same profit of 3.5bn, and 2019 was 4.4bn before tax and includinglitigation and conduct. The earning per share of the company for 2018 was 9.4p and in 2019 13.4p.According to Statista, Barclays bank have 48,241 employees in the United Kingdom. For the future, thecompany is planningtofocus on growth in areas where they have a significant customer base andbelieve they can differentiate Barclays over the next three to five years. In particular, growth in fee-based, technology-led, annuity businesses with lower capital intensity will further diversify theorganisation, without limiting their commitment to the businesses they already have. The company will3
increase speed in their digital journey and maintain to play a leading role to obtain innovation andfetching it to life, and make it available, for millions of customers and clients (Barclays, 2019).2.0Promotional Mix and Activity of Barclays CompanyPromotional activities are essential for any business to ensure sustainable growth and profit. As aservice-oriented industry Barclays bank is no exception. Barclays bank is concentrated on theirbrand image and promotional tools have been be used to attract customers and to increaserevenue. The company is using the 4p of marketing mix strategy ( Place, Product, Price,Promotions).Place:Over the years, Barclays has been expanding in more than 50 countries. The company has4.750 branches according to Reuters site article and 3,000 branches are outside of UK country.Usually the company’s branches in the United Kingdom are placed on the main streets wherecustomers can easily attend.https://www.google.co.uk/search?source=hp&ei=nbBfXueAMMukaZOsn5gN&q=barclays+farringdon&oq=barclays+farr&gs_l=psy-ab.1.0.0l2j0i22i30l8.1267.4531..6485...0.0..0.303.2316.5j2j6j1......0....1..gws-wiz.....6..0i362i308i154i357j0i131j0i10.sAOifmq0amgThe company have been the first bank providing to their customer ATM machines so even if thebranch is close customers can still carry out cash when they want. Company’s place can also betheir online banking app where can be used from every place any time and give to customer theoptions to register for a new credit card, check their balance, pay bills transfer money betweenaccounts without to attend Barclays branches.https://www.barclays.co.uk/ways-to-bank/online-banking/mobile-online-banking/Product:To cover customer financial expectations for individuals, small or medium businessesor corporate institutions, Barclays is offering a wide range of products such as mortgage product,privet banking, wealth advisory, investment services, and credit solutions.4
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