MARKETING DES

INSTITUTIONS FINANCIRES

FINANCIAL
INSTITUTIONS MARKETING
1 DAY

OBJECTIVE

Analyse and understand what is at stake for financial institutions

marketing (banks, insurances, investment management companies, ...),
from the 1960s to nowadays and analyse their impacts on consumers
behaviour.

OBJECTIF

Bien dfinir les enjeux du marketing des institutions financires

(banques, assurances, socits de gestion,), depuis les annes 60
jusqu nos jours et den analyser les impacts sur le comportement
du consommateur.

TRAINEES PROFILE

Marketing director, marketing assistant, product manager.

PROFIL STAGIAIRE

Directeur marketing, assistant marketing, chef de produit.

TRAINER'S PROFILE

Consultant/Expert in financial marketing.

PROFIL FORMATEUR

Consultant/Expert en marketing financier.

AN EVOLUTION THROUGH SUCCESSIVE STAGES

+ From prehistoric times to the conquest of a
consumer unified market
+ The factors of change in competitive environments
+ Consider diversification taking into account the
technological constraint
CLIENTELES SEGMENTATION AND
CONSUMERS BEHAVIOUR
+ A clienteles segmentation concept more strategic
than operational
+ Comparative analysis of strategies (bank, insurance
company, investment management company)

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1 JOUR

FINANCIAL MARKETING

THE OPENING TO NEW MARKETS

+ Brand strategy
+ Client market share : Marketing management
is the bes.
+ Gaining a competitive advantage
+ Sustainable development marketing : myth or reality

UNE VOLUTION PAR TAPES SUCCESSIVES

+ De lge prhistorique la conqute dune demande
unifie du consommateur
+ Les facteurs de changement dans les univers
concurrentiels
+ Envisager la diversification dans la contrainte
technologique

LOUVERTURE VERS DE NOUVEAUX MARCHS

+ La stratgie de marque
+ La part de client : lapanage du marketing
management
+ La recherche de lavantage comptitif
+ Le marketing durable : mythe ou ralit ?

SEGMENTATION DE CLIENTLE ET NATURE

COMPORTEMENTALE DU CONSOMMATEUR
+ Un concept de segmentation de la clientle plus
stratgique quoprationnel
+ tude comparative de stratgies (banque, socit
dassurance, socit de gestion)

MARKETING FINANCIER

63

FINANCIAL PRODUCTS MARKETING

(EUROZONE)

MARKETING DES PRODUITS

FINANCIERS

2 DAYS

OBJECTIVE

Master the mechanisms behind financial products

and services structuring.

OBJECTIF

Bien comprendre les mcanismes affrents la construction des

produits et services financiers.

TRAINEES PROFILE

Marketing Director, marketing assistant, product manager.

PROFIL STAGIAIRE

Directeur marketing, assistant marketing, chef de produit.

TRAINER'S PROFILE

Consultant/Expert in financial marketing.

PROFIL FORMATEUR

Consultant/Expert en marketing financier.

SERVICES INTANGIBILITY
+ Product viability
+ From the product to the service
+ From service to service delivery
+ Legal concepts used in financial marketing:
+ Legal background of financial products in France
+ Rules imposed by the French Financial Market
Authority (AMF)
THE E-MIX MARKETING
+ Mix Marketing : which model to choose ?
+ From Mix Marketing to E-mix Marketing
+ Swot analysis
+ Local markets for financial services

64

2 JOURS

FINANCIAL MARKETING

PRICE FIXING
+ Consumer's behaviour in 2013
+ Pricing a product and pricing a service is not the
same thing.

LINTANGIBILIT DES SERVICES

+ Tangibilit des produits
+ Du produit au service
+ Du service la prestation de service

LA FIXATION DES PRIX

+ Comportement des consommateurs en 2013
+ Fixer le prix du produit nest pas fixer le prix du
service

STEPS OF THE MARKETING PLANNING PROCESS

+ Service objectives: turning threats
into opportunities
+ Understand your clients needs
+ Matching services to clients needs

NOTIONS JURIDIQUES EN MARKETING FINANCIER

+ Le cadre juridique des produits financiers en France
+ Mentions obligatoires
+ Rgles imposes par lAutorit des marchs
financiers

LES PHASES DU PLAN MARKETING

+ Les moyens du service : transformer les menaces en
opportunits
+ Le diagnostic dadquation des moyens du service
au besoin du client

LE E-MIX MARKETING
+ Mix marketing : quel modle ?
+ Du mix marketing au E-mix marketing
+ La matrice SWOT
+ La matrice T
+ Zone de chalandise du service financier

MARKETING FINANCIER

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