Contents introduction

Partnering with the banks to transform banking(figure9)


3.3. Suggestions for improvement of advertising strategy of KDB on crediting of the population
Main directions of transformations

This bank – one of the few Uzbekistan non-oil companies capable to play a significant role at the international level. In case of successful implementation of the scenario of modernization of all aspects of work of Bank, it can reach very dynamic indicators of growth and development advancing indicators of a banking system in general.

For achievement of these purposes further development of Bank will be focused on five main directions (or main "subjects") transformations which assume significant changes in all areas of its activity.

1. The maximum orientation to the client and, in this sense, transformation of Kdb into the "service" company will become essentially important direction of development of Bank.

2. Also complex reorganization of Processes and systems, their transfer to a new "industrial" basis is inevitable. Similar "industrialization" of systems and Processes in Bank will increase the level of controllability and scalability, will lower expenses, will increase quality of customer service and will allow Bank to operate more effectively credit and other types of risks.

3. The most important element of the development strategy of Bank is introduction of ideology of constant improvement and development at all levels and in all parts of the organization. Formalization of the Production System of Kdb (PSS) as new ideology of management of Bank will be made for achievement of this task. A task which is set for itself by Bank - to make efficiency and quality matter of each employee in each division, to involve both the ordinary staff, and heads of Bank in everyday Process of improvement of its work, to let to employees to feel active participants of development of Bank, but not just passive performers.

4. One of the world's best banks needs one of the world's best teams – solid and Professional. Realization of strategy will demand from employees of the new skills and abilities allowing to change not only Bank, but also own habits and methods of work. To Provide and support this Process the Bank modernizes the system of training, will expand the system of planning of career and rotation of employees, will improve the system of motivation.

5. Realizing importance and a priority of the uzbekistan market of banking services for business development, the Bank sets the task to become the significant participant of a world financial system therefore allocates development of operations in the international markets as one of the Priority directions.

Implementation of the development strategy will allow Bank to strengthen positions in the Uzbekistan market of banking services and to reach the financial and operational indicators corresponding to the level of high quality universal world financial institutions.

Figure 10. Facilitating ,enhancing Supplementary services²⁹
In the conditions of the crisis phenomena in the financial markets of the world, certainly, which already had an impact on a situation in the Uzbekistan financial sector it is important to analyze new realities and to react in due time to requirements of time and business. Naturally, it concerns also advertising.

There is an opinion that names of most banks tell nothing to people and therefore the emphasis on the size of a rate is justified. According to the author, it not so. And when choosing bank people are guided by different motives.

The first motive of the choice existing "by default" is a confidence that the bank is reliable that investors will not lose the money put on a deposit. So the situation Prior to a talk on global crisis was. Now, when a situation (not so much in the domestic market how many in perception of the consumer) it began to be perceived as unstable, it is important to support belief of people in reliability of a bank deposit. It comes to the forefront now. And therefore, of course, matter perception by the consumer of a name of bank as brand and as stories, its mention in some kind contexts. It must be kept in mind that banks of differences from each other have much less, than, for example, at Producers of consumer goods. Banking Products are not so perceived for the person. And therefore now expediently to emphasize with a brand reliability of bank and its Products. So in case of deposits or the credits not only the percent is important, but also the one who establishes it. Especially as in case of a deposit the consumer gives money.

However we will look at a Problem on the other hand. Perhaps, on the relation of people to banks, to their image, as well as to banking Products, the factor of low demand of banking services influences?

In Soviet period the demand such was, Probably, near to absolute. But in the course of transition to market economy in the 1990s the banking market strongly impaired a little the reputation in the opinion of society. And now there is a restoration of trust to banks. In recent years, if to Proceed from polls of NAFI, VCIOM, enough goodwill of the population to banks is noticeable. It is more than that, at millions of our fellow citizens understanding of more difficult banking Products, than the standard credits and deposits began to be formed. Various card Products already gained sufficient distribution in the country. Everything would develop, as expected, if recently the turbulence of the world financial market did not begin to threaten the market .

It is possible that today many can have an impression that Kdb is more reliable than other credit institutions. And in return of this stereotype there is nothing surprising. Often the person thinks not within what is in reality, and within the developed stereotypes. Naturally Kdb traditionally is considered the closest, the most reliable as historically it is very first. And it is clear that Kdb benefits from such image. Especially as some banks began to introduce restrictions for the amount of payments, the commissions for early removal of deposits still recently.

There is a question: but whether the converse effect will cause it? Can cause if to work too rectilinearly and roughly. Here it is necessary to work delicately, quietly, letting know people that the situation is managed that the state will Provide reliability of a banking system. Besides both representatives of banks, and officials at all levels should approach what they tell publicly not to cause concern in investors more responsibly.

What it is possible to tell about crediting of natural persons today? Crediting now - the subject available not for all banks. And for this moment already fact of participation of bank anyway in this business Promotes receiving that share which leaves from those credit institutions which ceased to be engaged in it. Especially it belongs to the long credits. Here, Probably, the main resource lies in a financial resource of the bank.

The Uzbekistan banks already for a long time do business: who 15, and who and 20 years. They already have databases of clients which they can use to analyze financial behavior of clients and to understand what Products can be relevant to them. And only on , it is necessary to build business now, but not on advertising which is the instrument of involvement of new clients. The business which is based on instruments of work with old and loyal clients will be safer in the current situation when we cannot evaluate the borrower, especially the borrower taking the long-term credit. And if we know the client, we can Predict his behavior better.

Especially it is worth stopping on car loans which are rather risky type of crediting. And here what there was a speech above about, needs just to be emphasized especially. In one of large insurance companies sell, for example, car insurance and insurance of the real estate at the same time now. And, apparently, in it there is a sense. Now, it appears, and it is more expedient to offer car loans to banks the second Product - as the annex to something. To offer car loans first of all to those who have a financial history who supports the relations with bank.

Today interests many what destiny expects consumer crediting. According to the author, as for banks, it depends on their resources. And here as for consumers, that already other factors work here.

Planning of the long-term relations with the consumer, of course, is expedient, and, perhaps, it would be useful for Uzbekistan banks to look for decisions in this direction. Each consumer generates a certain financial flow. This stream can be counted. And banks can offer Programs in connection with lifestyle of the consumer. Naturally, such Programs will not lose the expediency and when the crisis turbulence when everything is normalized falls down.

Some analysts believe that before recent time banks offered consumer loans too busily. Yes, there was it. And, it is necessary to tell, banks on it made serious business. However such business was possible before coming into force of the requirement of the law on disclosure of an effective rate. Naturally, this business represented echoes of the unstructured, wild market. And this phenomenon has still negative effect on the general perception by the person of a banking system. But, as shows life, any market gradually goes from chaos to an order. The Uzbekistan market on its way to an order already has certain achievements. And, of course, it is desirable to maintain these achievements.

The Internet after all yet not a panacea - the consumer has to come at first to the website, find it, something has to stimulate it to it.

Speaking about advertising in which banks are engaged, there is a wish to turn attention to one moment. At approach of some undesirable events the bank needs very to be consecutive in the communications that the consumer did not worry on the fate of bank. Certainly, what was told before these events will be adjusted in connection with requirements of time. But at the same time certain landmarks for the consumer, recognition have to remain. It is not necessary to change communication cardinally. If rebranding was planned, then it is better to refuse it now: first, at Present it can frighten clients, and secondly, rebranding attracts too big expenses. It is more expedient to refuse also the ambitious Projects connected with image of bank because it is the most expensive Projects in terms of advance.

There is one more trend which should be noted. In what sense of change of mass communication on more personal? Both advertising, and its new channels become more appropriate: the consumer is informed on what to him can be offered. And the further, the there is more point planning of channels. And such point planning of channels leads to increase in efficiency of relationship. Apparently, perhaps, here it is necessary to expect a change in the nearest future as in due time there was a change in the market of computers when they became available to all.

3-chapter conclusion . Continuous development of the banking system in our country In conditions of liberalization it is an objective necessity which is commercial banks bank for the further enhancement of its services and their effective organization increasing the profitability of operations carried out by the Bank reducing the cost of performing operations and on that basis In general, it is an effective marketing program for ways to maximize profits needs to be developed. In this context, the narrow marketing program (business plan) is a document that describes the organization's specific activity in the market. The marketing program is broadly based on market requirements adaptation analysis, planning and monitoring shit. Marketing programs include short-term (up to one year), medium-term (up to 5 years) and long-term (over 10 years or more). They are either in common form may be specifically designed for the enterprise. The Marketing Program is a directive of the enterprise's economic activity a strategic recommendation and a decision for a high management steady state the basis of the market

CONCLUSION

Marketing is known as the control system and the organizations of activity of various subjects of managing, including banks which is comprehensively considering the Processes happening in the market. Bank marketing owing to its specifics represents the person branch of marketing. It is the external and internal ideology, strategy, tactics and policy of activity of bank determined by a concrete social and political and economic situation. The last changes in banking systems of the countries with the developed market economy, a real economic situation in

Uzbekistan attracted to vital need of development by commercial banks of the most modern receptions and ways of marketing today. The universalization of bank activity, its exit for borders of traditional operations, strengthening at banks of competitors represented by non-bank institutions focus outflow of deposits from banks on it, as a result of development of securities market and an unsuccessful financial position in the country. Besides, in Uzbekistan insurance, broker, savings, trust and other companies, the pension funds, commerce and industry and finance corporations actively get into the bank sphere. As a result of steel characteristic decrease in Profitability of commercial banks and considerable strengthening of risk of their operations. To survive in competition, banks should master new services, new forms of business, to put forward on the first place not only the interests of shareholders, but to fight for each client.

Introduction of marketing to management of commercial banks caused emergence of a system of criteria of elaboration of strategy and tactics of activity and also definition of concrete measures of studying and development of the market. Introduction of marketing Promotes growth of Profitability and reduction of risk of bank activity. Need of marketing is that he acts as the mechanism of maintenance of adequacy of all activity the ban to the Processes developing in the market.

Recently the Uzbekistan’s banks began to realize, need to examine very attentively modern marketing to organize activity according to the drawn-up plans, to study clients even more in details. An axiom is that service of each client has to rely on deep and comprehensive study of its actual potential, opportunities, situation in the market, economic Prospects, as becomes by means of specific instruments of marketing.

Let's sum up the event results in 2018. First, in the second half of the year percentage requirements for credit obligations in all banks of our country have been sharply raised. Rates on consumer loans have grown on 5-10 points to values of summer months. This step has most strongly struck pockets of borrowers, the clients of banks who have signed credit contracts with floating interest rate have especially suffered.

Secondly, there were more strict conditions of granting borrowed funds in the fall. From the moment of the beginning of crisis of liquidity there was toughening of requirements to borrowers on some express credits and credit cards". Such measures, will also not lead to growth of consumer crediting in the Republic of Uzbekistan in the near future. Experts note that toughening of requirements to borrowers has affected also terms of the credits and total amount of the means approved to delivery. The number of credit offers in the market was reduced, most of players in the market have toughened requirements to borrowers, it should be noted reduction of terms of crediting and the maximum sums.

Thirdly, the motivation of the clients who are making out consumer loan has changed. Earlier the lent means were used exclusively directly, that is for urgent needs. Now by borrowers the possibility of loaning up began to be considered much more often. It is especially relevant for those who made out the credits in currency, including on purchase, for example, of the car. Thus, the consumer loan gains the increasing value for the population as the real instrument of gaining access to large inappropriate loans.

Fourthly, consumer credit market was left by "non-core" banks and small players. Because of the high growth of overdue debt issuance of credits was suspended also by some main banks. Thus, the choice at the potential client was a little reduced today too that has added negative impact on results of consumer crediting in 2018. Successful development of the Uzbekistan banking sector has been in many respects caused by cheap western resources and also inflow of liquidity from raw materials export. Now top trend in the market of bank retail – cutting-down of volumes of crediting. Growth of cost of funding became the main reason for that.

The main result of 2018 is delay of development of consumer crediting that is caused by an adverse economic situation and decline in income of the population. This trend will remain also next year. Until the macroeconomic situation is not stabilized, it is possible to forget about renewal of growth rates of the market of consumer crediting. Forecasts of analysts are positive only in reasonings on a long-term outlook – money for urgent needs is required for the population constantly. However to claim that the market will manage to reach in the near future, and especially to surpass the indicators, for example, 2007 or the beginning of 2018, is just impossible today.

Transition from the offer to the population of separate banking Products and services to formation of complex model of interaction with clients which will allow to satisfy the majority of their needs for the sphere of financial services and to serve the maximum share of transactions will become the main direction of development of retail business.

Key elements of retail strategy of Kdb is as follows:

1. The integrated grocery offer constructed on the basis of settlement and cash service - the current account and the debit card with advanced functionality (automatic payments and transactions, convenient access through all channels), packing of a "basic" Product with others at the level of Pricing and functionality, competitive offers on other significant Products (the consumer and housing credits, credit cards, etc.), development of the new directions (insurance, management of assets, etc.).

2. Intensive development of all sales channels and service formation of a full-function multichannel system of customer service and change of structure of transactions due to transfer of the most part of operations to the automated sales channels and service.

3. Implementation of new model of work of Bank on the basis of PSS. Feature of this approach is the complex combination of instruments of optimization of the Processes supporting continuous improvement of operation of administrative mechanisms and technological systems and also change of mentality of staff of Bank and their approach to the work.

4. Improvement of quality of customer service, including at the expense of system implementation of monitoring of quality of service and client service on the basis of feedback coupling with clients and its coordinations with the system of motivation and compensation of the corresponding categories of employees.

5. Creation of systematic skill of sales in all canals of Bank and forming of "industrial" skills of management with clients and cross sales within the address campaigns.

6. In interrelation with changes in area of Products, channels and quality of service the Bank is going to develop and strengthen a brand, having carried out transition from the existing "inert" trust ("The bank will not go bankrupt") to the concept of positive trust ("The bank is financially steady, convenient, in it will not deceive, in it fair conditions, in it will well service, he will help to make a difficult financial decision, Proceeding from the interests of the client").

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