Bank product line. Marketing analysis Product line analysis

To concentrate the main business resources on key customers, they conduct ABC XYZ analysis. This research customer base in two directions: by volume (ABC) and frequency of purchases (XYZ).

What do the letters meanABC XYZ:

Group A - clients c the largest volumes procurement
Group B - counterparties with average purchases
Group C - customers with a small volume of purchases

ABC XYZ analysis allows you to understand:

Who pays you more and more often than others;
How many target customers are in yours;
What customers should you focus on.

The main task of the ABC XYZ study is to show the priority buyers of the company in order to focus the main efforts on attracting and servicing counterparties that are in the AX category.

ABC XYZ Analysis: Product Line Research

ABC XYZ analysis of the current customer base is just one approach. It should be used in conjunction with assortment analysis ( commodity stocks) according to the same criteria.

Researching a product line allows you to make a rating of the "importance" of goods / services. Traditionally, the significance of a product is the greater, the higher its performance according to 2 criteria: profit and volume of shipments.

Segmentation of products according to the indicated groups can be carried out according to other criteria depending on the objectives of the study.

2. Reducing the range. This is a classic study of purchasing volume and profitability. As a result, goods / services provided in categories C or X will be canceled. Except for the "new products" that have not yet shown themselves.

3. Reducing the cost of maintaining a warehouse. Products are ranked according to turnover rates and occupied warehouse space.

ABC XYZ Analysis: Migration of Buyers

But just ABC XYZ analysis is not enough. Next, it is important to control the migration of clients from category to category. Those. you should know how many customers you have in categories A, B, C, how they move between them. And also how they move along the XYZ axis.

How to track migration in the B2B segment

To stimulate migration to category "A", you need to measure the share in the client and through phone calls make a survey on 3 important questions:

How many are they now buying the same product that you have in other companies;
How much do they buy another type of product from other companies, not from you;
What else they buy from others, what they would like to buy from you.

These 3 questions immediately give you a huge field to expand your stake in the client. Record all answers and take them into account when conducting ABC XYZ analysis. Calculate your share of these buyers and analyze how you can increase it.

How to track migration in the B2C segment

If you have a B2C audience, then you have consumption rates for this or that product, depending on the average salary.

You can collect a database, see how many customers are ordering in relation to this data. Based on this, calculate your share in the client and plan how much you can add. And further stimulate them to buy more.

In the B2C segment, it is also necessary to conduct an ABC XYZ analysis and rank those who used to buy better than now. Find out the reason for the decrease in purchases.

ABC XYZ analysis: holding stocks

ABC XYZanalysis: measuring results

For the B2B segment, when conducting ABC XYZ analysis, it is imperative to fill out a file that contains information about sales plans for each counterparty. Individual plans should be made based on previously made calls / meetings / sent offers. Then you will have a clear picture.

ABC XYZanalysis: client portfolio

The quality of the client portfolio is the percentage of clients of a certain category to the total mass. It is important to track shares in various categories: by stores, by groups, by department, by manager.

Let's give an example of changes in portfolio dynamics.

you can by asking clients just a couple of questions:

How do you rate our work on a scale of 1-10
What you need to do to get 10 points next time.

Based on the answers to the first question, 3 groups of clients are distinguished: promoters (they gave 9-10 points), neutral (7-8 points) and critics (1-6 points).

It is possible that the answers to the second question of respondents from the category of neutral customers will help you form a plan for improving processes within the company, service and maintenance. This, in turn, will help the process of migration of clients to more profitable categories according to the ABC analysis system.

We examined the main points of the ABC XYZ analysis, what results it gives, and how to work with this data. Conduct ABC XYZ analysis in your company and focus all your resources on attracting and serving AX customers.

PJSC VTB 24 is the second (after OJSC Sberbank of Russia) largest retail bank in Russia. PJSC "VTB 24" specializes in servicing individuals, individual entrepreneurs and small businesses.

Per short term PJSC VTB 24 became one of the leaders in the small business lending market. The Bank offers its clients - small businesses and individual entrepreneurs loans for business development in different forms... In order to increase the attractiveness of credit products for clients, PJSC "VTB 24" regularly develops and offers the market new products.

Consumer lending is one of the main activities of PJSC VTB 24. Consumer lending is the backbone of the bank's retail loan portfolio. The main goal of the bank in 2016 was to increase sales and increase market share, primarily by optimizing internal business procedures accompanying the loan process, and offering new attractive products focused on the individual needs of customers.

Car loans are one of the first products offered by PJSC VTB 24 to its audience. Now the bank is strengthening its position in the car loan market. One of the most important areas of car lending is the development of joint programs with car manufacturers.

PJSC "VTB 24" also offers mortgage loans covering almost all segments modern market real estate: the purchase of apartments and residential buildings in the secondary housing market, during the construction phase, as well as inappropriate mortgage loans for homeowners. Currently, the mortgage product offer of PJSC "VTB 24" is one of the widest on the market.

Consider the volume and structure of credit investments by type.

Portfolio volume retail products PJSC VTB 24 increased in 2015 compared to 2014 by 2.5% from 423.3 billion rubles. up to 433.9 billion rubles. The development of new loan products, effective targeting of various categories of clients allowed to significantly increase the retail portfolio in 2016. At the same time, the volume of the portfolio of retail products in 2016 increased by 15% - from 433.9 billion rubles. up to 497.9 billion rubles.

The main products of the PJSC VTB 24 loan portfolio are:

1) Small business lending.

Loans to small businesses decreased in 2015 compared to 2014 from 74.3 billion rubles to 71.2 billion rubles, in 2016 compared to 2015 - from 71.2 billion rubles. up to 63.7 billion rubles.

2) Consumer lending to the population.

Consumer loans increased in 2015 compared to 2014 from 129.7 billion rubles to 154.5 billion rubles, car loans - from 38.8 billion rubles to 45.0 billion rubles, in 2016 compared to 2015 year - from 154.5 billion rubles. up to 203.1 billion rubles, car loans - from 45.0 billion rubles. up to 51.7 billion rubles.

3) Mortgage lending.

The mortgage portfolio in 2015 compared to 2014 decreased from 167.9 billion rubles to 142.6 billion rubles. The decrease in the mortgage loan portfolio is associated with the completed transaction of securitization of the mortgage loan portfolio at the beginning of 2015 in the amount of about 15 billion rubles.

In 2016, compared to 2015, the mortgage portfolio (excluding the securitized portfolio) increased from 142.6 billion rubles. up to 152.2 billion rubles. (including the securitized portfolio, it reached 176.6 billion rubles).

In the structure of credit investments of PJSC "VTB 24" by type in 2014-2016 (Figure 5) consumer lending and mortgage lending prevail (31% and 39%, 36% and 33%, 41% and 35%, respectively).

Figure 5. Structure of credit investments of PJSC "VTB 24" in 2014-2016 by type

Based on the structure of credit investments by type, in the structure of credit investments of PJSC VTB 24 by groups of borrowers in 2014-2016. lending to individuals prevails.

Consider the terms of lending to individuals by PJSC "VTB 24" (Table 7).

Table 7. - The volume of loans of PJSC "VTB 24" issued to individuals in 2014-2016, by terms (thousand rubles)

Table 7 shows that the largest share in the total volume of loans of PJSC VTB 24 issued to individuals in 2014-2016 has loans with a maturity of more than three years.

Consider the average lending price (level of interest rates) of PJSC VTB 24 for loans to non-financial organizations for a period of up to 1 year and compare it with the same average rate of credit institutions in Russia as a whole (excluding Sberbank of Russia (OJSC)) (Figure 6 ).

Figure 6. Average interest rates on loans to non-financial organizations for up to 1 year in 2014-2015.

As shown in Figure 6, in 2014-2015. the average interest rates of PJSC VTB 24 are higher than the average rates of credit institutions in Russia as a whole, but, like the average market rates, they tend to decrease.

PJSC "VTB 24" also changes and supplements the deposit product line. The new line is simple and takes into account the conditions noted by customers - the ability to independently select such parameters of deposits as the frequency of interest and the term of the deposit, ample opportunities in managing funds in the deposit, mobility and remote access.

PJSC "VTB 24" is actively developing the card business. Within the framework of this direction, the bank promotes both market cards and offers within the framework of salary projects to the market. PJSC "VTB 24" issues cards of Visa Inc and MasterCard Worldwide payment systems. The bank's success in this direction is associated both with the availability of a wide range of modern and convenient card products targeted at various categories of customers, and an excellent team of employees that provides card sales and customer service.

However, as for priority directions activities of the bank, then within the approved long-term strategy development of PJSC "VTB 24" for 2013-2016, a wide range of retail banking credit products for retail customers was developed and launched, in accordance with which PJSC "VTB 24" will continue to expand its product line.

Thus, the advantages of the existing line of banking products of the bank are offering a wide range of banking retail credit products to the population and providing high level customer service in the provision of banking services.

The disadvantages of the existing line of banking products of the bank is that, despite the fact that the bank has a wide range of banking products, including for small and medium-sized businesses, the existing needs of entrepreneurs who do not have experience in doing business are not fully satisfied. own business who need additional funding to open, run and develop a business at the initial stage.

Thus, this problem requires a solution by expanding the range of banking products by developing and promoting a new loan product for start-up entrepreneurs who are going to open their own business.

3. Development of the initiation of the program for the promotion of a new product of the bank, PJSC "VTB 24"

By clicking on the "Download archive" button, you will download the file you need for free.
Before downloading of this file remember those good essays, tests, coursework, theses, articles and other documents that lie unclaimed on your computer. This is your work, it must participate in the development of society and benefit people. Find these works and submit to the knowledge base.
We and all students, graduate students, young scientists who use the knowledge base in their studies and work will be very grateful to you.

To download an archive with a document, in the field below, enter a five-digit number and click the "Download archive" button

1. Goods-locomotives or front-end

This is profitable proposition for potential clients. Locomotive goods are sold at minimal prices, sometimes even below cost. They are needed in order for the client to make the first purchase - then you will sell him more profitable goods for you (back-end). For example, a restaurant attracts customers by advertising inexpensive dinners, and makes money by selling expensive alcohol or desserts.

Important! A locomotive product is necessarily popular and / or very attractive for potential client product. If you sell some nonsense at a low price, there will still be no demand for it. And the task of the front-end is precisely to generate demand.

More front-end examples: free first consultation at medical center, high speed internet at the minimum rate in the first month, cheap dishes and textiles from Ikea.

Upsell is an increase in the amount of the sale. A classic example of upselling is an increase in the average check, when a customer buys a whole set instead of one product. At McDonald's, instead of a hamburger + potato set, they offer a set lunch. Lunch is more expensive, but the client gets ice cream as a gift, that is, it seems to save money.

The same scheme works, say, in a hardware store, when, instead of a netbook, the seller convinces the customer to buy a laptop - after all, it has more functions, although it costs more.

These are not very expensive products, but with a high margin (extra charge). That is, the client does not seem to be paying so much, but you earn good money.

For example, in a furniture store, the buyer doubts between the choice of Italian and domestic kitchen sets. Italian is more expensive and the seller recommends choosing Russian counterpart- cheap and high quality. At the same time, he earns more precisely in domestic kitchens because of the high mark-up.

4. Status item

This is a very expensive product. Perhaps so expensive that no one will ever buy it. But the price of this product, as it were, "lifts" you above the market, gives you status and shine, attracts the attention of customers to you. In addition, the price of a status item helps to "sell" the price of other items - in comparison, they do not seem so high.

For example, every hotel has a presidential suite - an elite and ultra-expensive room. Cell phone manufacturers release a limited edition with precious stones.

Well, or here, for example ... :-)

These are items for sale along with the main product. They may not be bought separately or bought less, but “in the company” they sell well and increase your average check amount.

The hairdresser can sell accessories, the developer can sell the finishing together with the apartment. Few people eat one potato at McDonald's, but together with a hamburger it is a very popular combination.

6. Alternative products

The client wants to have a choice. If you don't give him such a choice, he can go to competitors, but you don't need that. Therefore, several substitute items are added to the assortment.

Important! Strike a balance. Too many choices can confuse the buyer and leave without buying. In an offline store, a good salesperson will cope with the problem of over-selection, and for the online space, the losses can be very serious. Test this moment.

In a leather and fur store, fur coats and sheepskin coats can be substitutes. In a flower shop, you can choose a bouquet or flowers in a pot. And we have training alternatives: and. :)

The assortment line must be in any project it doesn't matter if you open a business or work as a private specialist. We hope our material will help those of you whose assortment is not yet in order.

/ Material prepared by Stas Tishin /

Add comment Cancel reply

Thank you, as always, everything is clear and on the shelves

To answer

Fedor, thank you for reading us

To answer

Here's what came out of my assortment

Vertical ruler:

Consultation
Teaching materials
Free site audit
Free plan to improve and promote your site
Primary site optimization (internal optimization (creation semantic core, writing texts, optimizing meta tags, linking, working with indexing errors) + registration in business directories) - one-time job
Website promotion in search engines - monthly job
Complex work on attracting leads - monthly work

Horizontal ruler

Creation of selling sites
Improving website usability metrics
contextual advertising
Organization advertising campaigns on the Internet (on third-party sites)
Social media advertising

To answer

Just make sure that a lot of gratuities do not become a bait for unscrupulous "clients".

To answer

Analysis of the product line of PJSC "VTB24"

Bank characteristics

Public Joint-Stock Company(PJSC) VTB 24 is a universal commercial bank, one of the largest participants in the Russian banking market. PJSC "VTB 24" is part of the international financial group VTB and specializes in providing services to individuals, individual entrepreneurs and small businesses.

The official date of creation of PJSC VTB 24 is considered to be August 1, 2005. PJSC "VTB 24" was formed on the basis of "Guta-Bank", which could not withstand the interbank crisis of 2004 and was bought out by Vneshtorgbank ("VTB") with active participation Bank of Russia. In 2005, Guta-Bank was renamed into CJSC Vneshtorgbank Retail Services, and in November 2006 - into CJSC VTB 24, in October 2014 the bank changed its legal form to a public joint stock company and became PJSC VTB 24 ".

VTB 24 (PJSC) shareholders are VTB Bank (public joint stock company) - share in authorized capital 99.9269%, minority shareholders - total share in the authorized capital - 0.0731%.

The main strategic goals bank: increasing market share, growing customer base, improving the quality of services provided to customers.

PJSC "VTB 24" has a general license issued by the Central Bank of the Russian Federation No. 1623 dated November 17, 2006 to conduct banking operations in rubles and in foreign currency with legal entities and individuals, a license to attract deposits, place precious metals and conduct transactions with precious metals.

PJSC "VTB 24" has other licenses issued Federal Service on financial markets:

- No. 077-03219-100000 dated 11/29/2000 for brokerage activities;

- No. 077-03311-010000 dated 11/29/2000 for dealer activities;

- No. 077-03752-000100 dated 07.12.2000 for depository activities;

- No. 077-03391-001100 of 11/29/2000 for the implementation of securities management activities and others.

- No. 22-000-1-00041 dated 30.10.2001 - license for the implementation of a specialized depository of investment funds, mutual funds and non-state funds;

- No. 1409 dated July 21, 2009 - license of an exchange intermediary performing commodity futures and options transactions in exchange trading.

PJSC "VTB 24" offers a wide range of products and services for individuals and small businesses: issue bank cards, consumer and mortgage lending, services remote control accounts, term deposits, money transfers, lending programs and settlement and cash services for small businesses.

Today, PJSC "VTB 24" is the second largest retail bank in Russia both in terms of the volume of loans provided to the population and in terms of deposits, ahead of other banks by more than three times.

PJSC "VTB 24" has a wide branch network. The bank's network includes: 220 additional offices, 361 operational offices, 8 operational cash desks in 203 cities of the country. PJSC "VTB 24" has 8 branches: in Moscow, St. Petersburg, Sverdlovsk, Samara, Novosibirsk, Voronezh regions, in Khabarovsk and Krasnodar Territories, as well as branches in Azerbaijan, Georgia, Belarus, Kazakhstan and Ukraine.

As of January 1, 2016 authorized capital PJSC "VTB 24" is 103 973 260 251 (one hundred three billion nine hundred seventy three million two hundred sixty thousand two hundred fifty one) rubles. The bank ranks 4th in the Russian banking system in terms of assets and 6th in terms of capital.

Sustainable financial position PJSC "VTB 24" and dynamic growth of the main financial indicators his activities are highly appreciated by well-known rating agencies:

Fitch Ratings: International scale long-term rating - BBB, Outlook Stable, short-term rating - F3. National long-term rating - ААА (rus), Outlook Stable.

Moody's Investors Service: long-term rating of deposits in foreign currency - Baa1, outlook Stable; short-term issuer rating - Prime - 2; rating financial sustainability- D-, forecast “Stable”; national scale rating - Aaa.ru, outlook Stable.

Among the main operations of PJSC VTB 24, which form financial results, relate:

1) lending to individual customers, including consumer and mortgage lending, as well as providing loans to individual entrepreneurs;

2) lending legal entities, including small and medium-sized businesses;

3) operations in the stock and money markets, including brokerage services, purchase and sale of shares and bills on the over-the-counter market at the request of clients;

4) operations in the international foreign exchange market;

5) settlement and cash services for legal entities and individuals, money transfers.

In 2015, 125 divisions of the bank were engaged in lending to small businesses. Among the leaders in terms of portfolio volume are regional divisions of the Central, Volga and Siberian Federal Districts.

The Private Banking area also demonstrates significant results. In 2013, PJSC VTB 24 won the Spear "S Wealth Management Russia Awards and was recognized as the best Russian bank providing private banking and wealth management services.

PJSC "VTB 24" is one of the leaders in the segment of investment services for retail investors, ranking fifth in the rating of the largest brokers in Russia (according to RBC) and leading positions in customer service on the international currency market Forex.

PJSC "VTB 24" is also one of the leaders in the market of time deposits. The share of term deposits is more than 80% of the total volume of attracted customer funds.

Thus, today PJSC "VTB 24" is the leader in almost all segments retail market, strengthening its position by modernizing and expanding the product range. The main competitive advantages of the bank are not only the number of retail products and attractive conditions for them, but also the quality of customer service, a range of service channels and a segmented approach to different categories clients. All this allows PJSC VTB 24 to achieve significant profit growth and strengthen its market positions.