Marketing Strategy of Deutsche Bank – Deutsche Bank Marketing Strategy: Deutsche Bank was founded in Berlin in 1870 as a specialist bank for financing foreign trade and promoting German exports. It subsequently played a large part in developing Germany’s industry, as its business model focused on providing finance to industrial customers.
It has recently decided to exit approximately 50 countries around the world to streamline its operations and reduce risk. Deutsche Bank is the leading German bank with strong European roots and a global network. The bank focuses on its strengths in a Corporate Bank newly created in 2019, a leading Private Bank, a focused investment bank, and asset management.
Deutsche Bank At A Glance – Marketing Strategy of Deutsche Bank
Company: Deutsche Bank AG
CEO: Christian Sewing
Founder: Adelbert Delbrück | Ludwig Bamberger
Year founded: 10 March 1870, Berlin, Germany
Headquarters: Deutsche Bank Twin Towers, Frankfurt, Germany
Annual Revenue: Euro€3.4 billion
Profit | Net income: Euro€1.9 billion
Number of employees : 82,969
Products & Services: Investment banking | Corporate banking | Asset management | Commercial banking | Private banking
Deutsche Bank Competitors
Deutsche Bank Fun Facts: In 2009, Deutsche Bank was the largest foreign exchange dealer in the world, with a market share of 21%.
Marketing Strategy of Deutsche Bank
Deutsche Bank’s Marketing Strategy covers various aspects of the business right from segmentation and targeting to the overall mission and vision of the company and the various parameters which the company executes to become the top brand that it has in the market. So what is the Marketing Strategy of Deutsche Bank? Let us discuss.
Segmentation, Targeting, Positioning – Deutsche Bank Marketing Strategy
Segmentation strategy is crucial in understanding the preferences and tastes of different customers in the Market. It allows customers to be grouped based on similar needs and demand patterns. It employs demographics as well as geographical segmentation techniques.
Deutsche Bank employs differentiated targeting strategies to be customer-centric and competitive.
It employs a value-based positioning strategy because it is a Private Bank with a focus on its customers and business.
Deutsche Bank Mission Statement
“Generate value for our shareholders, clients, and society at large and at the same time be economically successful and internationally competitive”
Deutsche Bank Vision Statement
“Aspire to be the leading client-centric global universal bank”
Deutsche Bank Tagline
“A passion to perform”
Competitive Advantage – Marketing Strategy of Deutsche Bank
Consolidation of businesses: The company has been able to focus on its business by optimizing its resources and capital cost. This has allowed it to be competitively ahead. The European Bank uses Glo-cal strategies, i.e. The European Bank is focusing on its global capabilities while simultaneously operating on the local strengths.
Focus on core companies: The company has restructured its operating structure in 2015 by focusing more on core businesses and closing down non-core businesses.
The Bank’s business operations will be reorganized in 2017 as the Business Divisions Corporate and Investment Bank and Deutsche Asset Management. The bank will now be able to concentrate on markets, products, and customers with greater growth potential.
BCG Matrix – Deutsche Bank Marketing Strategy
It is active in the following business segments: Corporate Banking and Securities; Asset and Wealth Management; Global Transaction Banking; Non-Core Operations Unit and Private & Business Clients.
Deutsche Bank is involved in these business segments: Corporate Banking and Securities; Private & Business Clients; Asset and Wealth Management. Other segments are question marks within the BCG matrix.
Distribution Strategy – Marketing Strategy of Deutsche Bank
The bank has three business segments. It caters to the needs of different customer groups through its 2700+ branch locations. This is done with the support of 98000+ employees (2016 data).
Customers can get one-stop solutions for all their financial and banking needs through its subsidiaries.
Brand equity – Deutsche Bank Marketing Strategy
As of May 2017, Deutsche Bank ranked 441 on the Forbes list of global 2000 brands. According to the market capitalization value method, the brand was valued at $ 34 Billion in May 2017. This generates revenue of $44.28 Billion.
The Bank was ranked 16 th among 25 private banks worldwide.
Competitive Analysis – Deutsche Bank Marketing Strategy
Deutsche Bank’s growth trajectory is being affected by several factors. These include new-age start-up and fintech companies, digital disruption in the industry, changing lifestyles for the people, and many other critical factors. The core competency in the service industry is the ability of companies to be customer-centric. That’s what Deutsche Bank has been focusing on over the past years.
White ATMs and Payment banks, Wallet and IMPS, as well as the advent of fintech firms and Bitcoins, are just a few of the innovations that are changing the economic scene globally. Standard Charted, Royal Bank of Scotland, and HSBC are some of the Bank’s competitors.
Market Analysis – Marketing Strategy of Deutsche Bank
Globally, the banking & financial market is overcrowded. Companies in different financial businesses are competing for market share. Back-end integration is a key strategy for companies in this industry to better understand the market, analyze customer data and penetrate it.
Customer Analysis – Deutsche Bank Marketing Strategy
Deutsche Bank is an investment banker, wealth management service provider, and bank services, provider. Its customers include corporate, government, financial organizations, as well as retail customers. HNIs are high-net-worth individuals who have different needs than corporate customers.
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