In an exclusive conversation with B&E, V. Vasantha Kumar, Senior VP and Head – Marketing & Communications, ABN AMRO Bank, India reveals how they made it…
B&E: Can you share a latest marketing initiative that has bought in really good results for ABN?
VVK: Well, we have signed Sachin Tendulkar as our brand Ambassador which symbolises our commitment to high performance with consistency. In fact, we have launched a series of events where we give our customers a chance to express their thoughts and ideas about a variety of topics.
B&E: What are the factors that ABN keeps in mind while deciding upon the marketing mix?
VVK: Our marketing mix directly depends on the customer segmentation that we do. We do comprehensive marketing research and then decide upon the kind of communications strategy and the channels to be used. Moreover, word of mouth publicity is critical in our kind of business, particularly for the niche segment.
B&E: Can you share a latest marketing initiative that has bought in really good results for ABN?
VVK: Well, we have signed Sachin Tendulkar as our brand Ambassador which symbolises our commitment to high performance with consistency. In fact, we have launched a series of events where we give our customers a chance to express their thoughts and ideas about a variety of topics.
B&E: What are the factors that ABN keeps in mind while deciding upon the marketing mix?
VVK: Our marketing mix directly depends on the customer segmentation that we do. We do comprehensive marketing research and then decide upon the kind of communications strategy and the channels to be used. Moreover, word of mouth publicity is critical in our kind of business, particularly for the niche segment.
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