ОСОБЛИВОСТІ МАРКЕТИНГОВОЇ ДІЯЛЬНОСТІ АТ «КБ «ПРИВАТБАНК»

Abstract

The current situation in the modern banking market is characterized by intensified competition, the growing role of customer relations, further diversification of products, increasing the influence of distribution channels of banking services and products. To solve the problems that arise, they intensify marketing activities in the following areas: improving banking products and services, developing new products, expanding customer development programs, monitoring the activities of competitors, creating a marketing culture in the organization. The article is devoted to the review of marketing activity of «PRIVATBANK». The study allowed to determine the main competitive advantages of «PRIVATBANK» and the problematic aspects in which the bank is desirable to adjust its marketing policy. It is determined that «PRIVATBANK» is a universal bank with a focus on the retail segment and a selective presence in the corporate segment. It can be called a leader in terms of assets, equity, profit and other indicators of activity among Ukrainian banks. Almost half of the clients of the banking system of Ukraine use the bank's products and services. Such achievements in «PRIVATBANK» were made, among other things, due to well-established marketing activities. The main marketing tools in «PRIVATBANK» include: work with the product; price determination; distribution; communications; creation and participation in social events, sponsorship and charity; dissemination of positive information about the bank; constant contacts with clients; use of direct marketing measures. «PRIVATBANK» constantly adapts its product line to modern market requirements, providing a number of competitive advantages both through unique innovative products and services, and through the introduction of bonus programs and the formation of an online community through social networks. It is substantiated that «PRIVATBANK» can improve its results by changing the pricing policy, its flexibility and differentiation, trying to get into the price range set by competing banks, as well as by improving the system of integrated marketing communications in the marketing strategy of the bank.