Role of promotion in banking marketing - a case of Zagrebačka banka

Marketing u bankarstvu karakteriziran je mnogim inovacijama u proizvodima i uslugama, upotrebom napredne tehnologije u dizajniranju proizvoda i usluga, nadogradnjom distributivnog sustava, oglašavanjem i prodajnim promocijskim aktivnostima kako u javnom tako i u privatnom sektoru. Glavne zadaće marketinga u bankama postale su otkrivanje, razvijanje i zadovoljenje kupčevih potreba. U ovom završnom radu istaknula se važnost primjene marketinga u bankarstvu a osobito promocije kao jednog od elemenata marketinškog miksa. Svrha rada bila je analizirati strategiju promocije u bankarskom marketingu na primjeru Zagrebačke banke. U današnje vrijeme, ističe se sve veća važnost povezanosti svih oblika marketinške komunikacije, tj. njihova integriranost, i zajednički nastup prema tržištu. Integriranost ističe važnost zajedničkog korištenja svih oblika promocije. Zagrebačka banka, ipak, i dalje, u najvećoj mjeri koristi oglašavanje i odnose s javnošću kao dominantan oblik promocije. U nešto manjem obujmu primjenjuje direktni marketing, unapređenje prodaje i osobnu prodaju. Kako se u promociju bankarskih usluga danas, na hrvatskom tržištu ulažu značajna financijska sredstva, nije lako i jednostavno pratiti glavne konkurente. Ipak, Zagrebačka banka u tome uspijeva, ulažući financijska sredstva, trudi se i uspijeva stvoriti kvalitetnu uslugu, prepoznatljivost i diferencijaciju od konkurenata. U Banci su svjesni da želi li opstati na tržištu sve svoje aktivnosti moraju usmjeriti na odgovarajuće zadovoljenje potražnje klijenata, što i čine.Marketing in the banking industry is characterized by many innovations in products and services, the use of advanced technology in the design of products and services, upgrading the distribution system, advertising and sales promotion activities in both the public and private sector. The main tasks of marketing in banks became discovering, developing and satisfying customer needs. This final thesis highlights the importance of marketing in the banking industry, particulary the promotion as one of the elements od the marketing mix. The purpose of the thesis was to analyze the strategy of promotion in bank marketing in the case of the Zagrebačka banka. Nowadays, it is important to mention the increasing importance of integration of all forms of marketing communications, ie. their integration, and a common approach to the market. Integration highlights the importance of sharing all forms of promotion. Zagrebacka Banka, though, still, for the most part used advertising and public relations as the dominant form of promotion. In a lesser extent applicable direct marketing, sales promotion and personal selling. As the promotion of banking services today, the Croatian market investing significant financial resources just to keep track of its main competitors which is not easy at all. However, Zagrebačka banka succeeds in this by investing financial resources and seeking to crative and manage high-quality service, recognition and differentiation from competitors. The Bank is aware that if it wants to survive in the market all its activities should focus on the appropriate satisfaction of demand of clients, which they are doing