MARKETING COMMUNICATION MODULE

Santander bank - Marketing Communication Plan

Executive Summary

This report is about marketing communications. The goal is to identify and describe the theoretical and pragmatic implementation of parts, which specifically need to be focused in the practical and cost effective promotion planning process, and then relate these aspects to the case bank's plan. The overall marketing communication plan outlines strategies and techniques that will be used to increase awareness through various promotions designed to capture the target market. This report will assist to solve the problem on what the bank should observe in their promotion process when striving to achieve more account holders in the UK and overseas.

The report is divided into hypothetical and experiential parts. The hypothesis part originates marketing communication on a generic level; product analysis, market segmentation and target segment(s) and objectives to target personal, business, and corporate type customers. The empirical part introduces marketing communication strategy, communication methods, scheduling, budgets and control and evaluation of campaign.

The report provides reasonable recommendations to achieve promotion to the target segment. Thus it would be mainly handling communication part, which outlines promotional campaigns, advertising, and different methods to communicate information about the product(s).

Key words: communication, marketing, planning, report, process, promotion, customers, bank, Santander bank, target, cost,

Executive Summary1

Introduction / Background4

Discussion5

Product Analysis5

Retail Banking5

Corporate Banking6

Markets6

Group Infrastructure6

Market Segmentation & Target segment(s)7

Primary Banking Customers8

Objectives8

Banking Environment - Porters Five Forces9

Threat of New Entrants10

Bargaining Power of Suppliers10

Bargaining Power of Buyers11

Threat of Substitute Products or Services11

Rivalry Present in Current Competitors11

Santander - The Brand12

Competitor Analysis13

Marketing Communications Strategy13

Communications Methods14

Scheduling15

Budgets16

An advertisement17

Control and Evaluation of Campaign18

Conclusion19

References22

Appendices25

Notifications of acquisitions and disposals of investments in 201225

Certain Information on the Share Capital of the Group's Banks26

Santander bank - Marketing Communication Plan

Introduction / Background

The process for marketing communication planning is a multipurpose process, which necessitates several resources from the company or firm to be accomplished profitably. This report provides the theoretical and practical paradigm for the person who or for the department which operates and controls marketing communication plan for the firm. It facilitates the execution of the planning process and provides inclusive information about the theme.

This report is s marketing communication plan for the Santander bank. The purpose of the report is to communicate about products and services by using some unique methods and approaches, which include marketing and promotional campaigns. The concept for the theme has generated after recognising that European magazine awarded Santander world's best bank in 2012. It is listed in one of those banks in the world, who has experienced challenges and has already prevailed over other international banks and financial institutions (PR Newswire, 2012). Another reason behind this subject is that Santander is the UK's most complained about banks. However, the complaint statistics compiled and published (figure 1) revealed that Santander has frequently performed more effectively in customer service as compared to its peers; Barclays and Lloyds Banking Group.

Effective communication cannot be done through an instant process. It cannot be developed out in the air. It is the evaluated response perceived through customer reactive behaviour towards a product ...