27-09-2013, 02:56 PM
Promotional Strategies by Public and Private Sector Banks
ABSTRACT
Promotional strategies of private and public sector banks are almost similar. Both types of
banks take the help of almost all type of media to promote their services. The first objective
of the study deals with the analysis of the promotional strategies adopted by both. The
analysis is done on the basis of review of existing literature and with personal contact and
informal interview with the personnel of the private and public sector banks. The major
difference in the promotional strategies adopted by banks is in the two techniques of the
promotion and they are "Personal Selling" and "Direct Marketing". The difference is that
public sector banks do not adopt the strategies of promotion as personal selling and direct
marketing; on the other hand the same are adopted by private sector banks. The reasons for
this are high reliability and less profit orientation of public sector banks.