Strategia RBS Bank pe piata romaneasca - produse dedicate segmentului premium
Cu cativa ani in urma, opinia generala era ca piata bancara din Romania se va contracta puternic in ceea ce priveste numarul "jucatorilor" activi, fiind asteptate multe fuziuni si cumparari pentru consolidare. Perioada de crestere economica accelerata de pana in 2008 a facut insa ca orice banca sa fie teribil de scumpa, iar perioada de dupa 2008 si pana in prezent a insemnat inghetarea multor planuri pentru a trece cu bine riscurile crizei financiare mondiale. Astfel, au ramas zeci de banci care concureaza pentru o piata, este drept, din ce in ce mai "bancarizata", care foloseste tot mai multe produse si servicii ale bancilor din Romania. Concurenta este acerba, exista banci all-in-one si banci de nisa, fiecare banca are insa strategia proprie si segmentele de piata pe care insista mai puternic.
RBS Bank Romania, un brand destul de proaspat pentru piata (ca urmare a preluarii ABN AMRO Romania), si-a consolidat deja pozitia pe segmentul premium si este una dintre cele mai active banci la nivel de comunicare, fiind recunoscuta drept o banca care targeteaza anumite nise de populatie si de companii. "Ne adresam segmentelor de clienti premium, acest lucru fiind valabil atat pentru divizia noastra de persoane fizice, cat si pentru cea dedicata persoanelor juridice", subliniaza Marijana Vasilescu, Director Comunicare si Marketing, pentru publicatia online de business www.SMARTfinancial.ro.
"In ceea ce priveste clientii persoane fizice, publicul nostru tinta este alcatuit din tineri cu studii superioare, care traiesc in mediul urban si au preocupari legate de dezvoltarea profesionala si personala. In marea majoritate sunt salariati, insa manifestam interes si pentru persoanele cu profesiuni liberale (medici, traducatori, notari etc)", a adaugat oficialul RBS Bank Romania.
Pe o piata cu multe probleme, in care unele banci au ajuns la recorduri nedorite de credite neperformante, RBS Bank Romania se poate considera cel mai probabil protejata chiar de politica pe care a adoptat-o inca din 2004, explica Marijana Vasilescu: RBS isi selecteaza clientii, in special in privinta creditelor si a cardurilor de credit, printr-un nivel relativ ridicat al salariului minim, in prezent de 2000 RON. Banca se asigura ca ofera finantare unor clienti care isi permit mai relaxat sa rambursele sumele imprumutate, o nisa mai putin riscanta decat cea pe care activeaza alte banci romanesti. O piata mai redusa (tinand cont de statisticile din Romania privind nivelul salariilor), dar, cu siguranta, mai sanatoasa.
Unul dintre principalele produse ale RBS Bank Romania este cardul de credit, instrument legat direct de zona de shopping. Tocmai de aceea, RBS este una dintre bancile cu cea mai simtita prezenta la intrarea in magazinele din centrele comerciale - brandul apare, prin cardul de credit RBS MasterCard, pe foarte multe vitrine, gratie programului de discount in reteaua de parteneri a bancii. "De-a lungul timpului, reteaua de parteneri a fost dezvoltata intens, numarand in prezent peste 1500 de locatii. Fie ca este vorba de galerii de arta, magazine cu articole vestimentare, restaurante, hoteluri, agentii de turism sau sali de fitness, clientii nostri detinatori de carduri de credit MasterCard au posibilitatea de a face cumparaturi cu diferite discount-uri in aceste locatii", precizeaza Marijana Vasilescu.
Cardurile RBS sunt chiar in prezent in centrul unor campanii promotionale prin care se atinge atat segmentul de clienti existenti (activarea acestora, impulsionarea spre a face cumparaturi utilizand cardul, inainte de Sarbatori), cat si piata generala, pentru atragerea unor noi clienti. "Derulam in prezent o campanie atat pentru detinatorii cardurilor de credit RBS MasterCard cat si Visa - campania "Ai card de credit RBS? Ai mai multe cadouri de sărbători!", campania cu reduceri speciale de toamna pentru posesorii de carduri RBS, precum si campaniile generale ale Visa si MasterCard. In ceea ce priveste creditele, derulam in prezent o campanie promotionala pentru oferta noastra de refinantare", mai spune Directorul de Comunicare si Marketing al RBS.
Marijana Vasilescu adauga ca, in prezent, rata de penetrare a cardurilor (debit sau credit) in randul clientilor este de aproape 100%. "Acest lucru reprezinta un beneficiu suplimentar pentru clienti, pentru ca le poate aduce preturi speciale pentru alte produse pe care le iau de la noi, de exemplu creditele. In ceea ce priveste cardurile de credit RBS Visa, desi lansate mai recent, au o evolutie foarte buna, care se datoreaza mult beneficiului pe care il ofera clientilor prin programului Spend&Earn. De altfel, cardul de credit RBS Visa a fost nominalizat “Produsul Anului 2010” de catre Visa Romania". Serviciul Phone Banking al RBS Bank Romania are in prezent 21.500 de utilizatori, iar serviciul de Internet Banking (iBanking), lansat mai recent, inregistreaza o evolutie fireasca.
Promovarea RBS Bank Romania a surprins in ultima perioada prin atingerea unor medii mai putin utilizate in trecut de banca, medii speculate pentru campaniile legate de credite si carduri de credit, dar si pentru contul Benefit+: pe peroanele de metrou si chiar in autobuzele RATB, pe langa mediile mai des utilizate de banca - TV, print, outdoor si internet. "Canalele de comunicare folosite pentru fiecare campanie sunt alese astfel incat sa atinga cat mai eficient publicul tinta pentru respectiva campanie sau produs/serviciu. Astfel, in functie de publicul tinta al produsului (din punct de vedere al caracteristicilor socio-economice, dar si al obiceiurilor, preocuparilor etc) ÅŸi de caracteristicile produsului sau serviciului respectiv, alegem diverse medii de promovare – online (bannere, newslettere etc), outdoor (panotaj exterior, statii de metrou etc), print, direct marketing (mailing, mobile advertising etc). Un accent special in aceasta perioada s-a pus pe comunicarea in jurul cardurilor de credit, care fiind instrumente de plata pentru cumparaturi, sunt promovate inclusiv in mall-uri sau pe site-uri de lifestyle si shopping", explica Marijana Vasilescu.
Contul Benefit+, lansat in acest an, este un cont preferential oferit celor care isi transfera salariul direct pe cardul de debit RBS. Acesta ofera o serie de avantaje precum lipsa comisioanelor de administrare, retragerea de numerar cu comision 0 de la orice ATM din Romania, facilitate de descoperit de cont de pana la 3 salarii nete, dobanzi speciale la produsele de creditare RBS. Posesorii contului beneficiaza inclusiv de reduceri de pana la 25% la plata cu cardul la comerciantii parteneri RBS si multe alte avantaje prin care banca fidelizeaza exact segmentul sau principal de persoane fizice.
O divizie aparte din cardul RBS Bank Romania este divizia Royal Prefered Banking, dedicata clientilor cu disponibilitati mari de numerar, o zona unde putine banci ofera servicii dedicate intr-un mod organizat si cu personal dedicat. "Avem in prezent 2000 de clienti si probabil ca vom termina anul cu aceasta cifra. Strategia noastra nu prevede in acest moment o crestere mare a numarului de clienti, ci ne concentram pe cresterea activele atrase in administrare, care in acest moment au atins 200 milioane euro. In ceea ce priveste beneficiile oferite clientilor diviziei noastre de private banking, acestea sunt: Preferred Banker dedicat; acces exclusiv in lounge-urile RPB din Bucuresti si Constanta unde clientii pot realiza tranzactii financiare, verifica situatia la zi a contului si a investitiilor lor, obtine informatii privind noile produse si servicii bancare, sau chiar organiza intalniri cu partenerii de afaceri intr-un spatiu primitor si cu un aspect deosebit; conditii imbunatatite din punct de vedere al comisioanelor bancare; dobanzi imbunatatite pentru produsele de economisire; cursuri de schimb negociate pe paliere de la schimburi de peste 10 mii euro; acces la produse structurate legate la evolutia cursului valutar (peste 50 mii euro); acces la piata locala de capital (BVB); tranzactionare de instrumente financiare cu venit fix atat local cat si extern (OTC); invitatii la evenimente exclusiviste de lifestyle sau business, premiere, diverse manifestari culturale, spectacole, concerte", a explicat reprezentantul RBS Bank.
Reteaua bancii in Romania (care ca va ramane la aceeasi dimensiune in perioada urmatoare), este si o traducere a nivelului de dezvoltare economica din tara noastra si a potentialului financiar al populatiei - Bucuresti, Arad, Brasov, Bacau, Cluj-Napoca, Constanta, Craiova, Galati, Iasi, Oradea, Pitesti, Ploiesti, Sibiu, Targu-Mures si Timisoara.
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IJWTS wow! Why can't I think of tihgns like that?
There is a critical shortage of informative aritlces like this.
That's going to make tinghs a lot easier from here on out.
