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IMPLEMENTACAMARKETINGKONCEPTA UPOSLOVNOJ PRAKSIDOMAIH BANAKA SA

POSEBNIM OSVRTOMNA VOJVOANSKUBANKU A.D. NOVI SAD

RezimeNa hiperkonkurentskim bankarskim tritima danas (kakvo

je i trite Republike Srbe) imperativ za banke jeste ouvanjetrine pozice kao i baze klenata. Jedan od osnovnih naina jeste

primena marketing koncepta. Poto je u Republici Srbi u zavrnoj

fazi proces restruktuiranja bankarskog sistema, koji izmeuostalog podrazumeva prelazak na trine uslove privreivanja,neophodna je aktivna primena marketinga kao poslovnogkoncepta i poslovne funkce. Prihvatajui nove tehnologe u

poslovanju, uesnici na bankarskom tritu suoavaju se samnogobrojnim inovacama kako usluga tako i procesa, irokimasortimanom reektovanim u ponudi bankarskih i nebankarskihnansskih organizaca. Dobra kombinaca svih sedamelemenata marketing miksa (usluga, cena, kanali distribuce,promoca, ljudi, proces i usluni ambent) omoguie bankamaprivlaenje klenata, i njihovo zadravanje, nakon dostignutesatisfakce.

Rad kroz studu sluaja Vojvoanske banke a.d. Novi Sadanalizira konkretne specinosti marketing miksa banke, u

praksi.

Kljune rei: marketing koncept, bankarstvo, 7P koncept

JEL klasikaca: M310

Mr Milena IliJ.P. "Gradsko stambeno" Beograd

milena.ilic@stambeno.com

Dr Branislav RadnoviUniverzitet Educons, Fakultet poslovne

ekonome Sremska Kamenicarabanyu@yahoo.com

struni prilozi

UDK 658.8:336.71(497.113)

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MARKETING CONCEPTIMPLEMENTATIONIN LOCAL BANKS

BUSINESS PRACTICE,WITH SPECIAL

EMPHASIS ONVOJVODJANSKA

BANKA A.D. NOVI SAD

SummaryAt the hyper-competitive banking markets today (including

the market of the Republic of Serbia) the imperative for a bank isto keep its market position and customer base. One of the mainways to do so is the application of marketing concept. Since theRepublic of Serbia is in the nal stage of the banking systemrestructuring, which among other things includes the transitionto market economy conditions, what is required is the activeuse of marketing as a business concept and business function.

By accepting new technologies in business, participants in thebanking market face a number of innovations to services andprocesses, a wide range reected in the oer of banking and non-

banking nancial organizations. A good combination of all sevenelements of the marketing mix (product, price, place, promotion,people, process and physical evidence) will allow banks to aract

clients, and to retain them aer the goal has been achieved.Working through a case study, Vojvodjanska Bank ad Novi

Sad analyzes the concrete specicities of the marketing mix inthe banks practice.

Key words: Marketing, Banking, 7Ps concept

JEL classication: M310

Dr Branislav RadnoviEducons University, Faculty of BusinessEconomics, Sremska Kamenicarabanyu@yahoo.com

Mr Milena IliPublic utility company "Gradskostambeno" Belgrademilena.ilic@stambeno.com

expert contributions

UDC 658.8:336.71(497.113)

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Vojvoanska banka a.d. Novi Sad, kaojedna od vodeih banaka na domaembankarskom tritu izabrana je,metodom sluajnog uzorka za studu sluaja uovom naunom radu koji za cilj ima stvaranje

slike o implementaci marketinga u praksidomaih banaka. Rad kao takav ima istunaunu svrhu, bez komercalne motivisanostiautora rada.

Vojvoanska banka a.d. Novi Sad- opte napomene

Vojvoanska banka a.d. Novi Sad (u daljemtekstu: banka) predstavlja institucu s dugom

tradicom i predstavlja jedan od najpoznatihbrendova u zemlji. Grupi National Bank ofGreece (u daljem tekstu: NBG) pridruenaje akvizicom 99,4% udela akcionarskogkapitala krajem 2006. godine. Nakon akviziceVojvoanske banke, NBG se prema ukupnojaktivi pozicionirala na peto mesto, dok je prema

veliini mree na drugom mestu sa ukupno 204

poslovne jedinice, potvrujui potencal daljeg

rasta u srpskom bankarskom sektoru.

Prema trogodinjem planu NBG planiranoje da u 2009. godini region Jugoistone Evropeostvari 13% prihoda cele Grupe. Oekivanidoprinos Republike Srbe prihodima u regionu

je u iznosu od 20%.Viza Banke, jeste savremeno organizovana,

protabilna i dugorono uspena banka kojapermanentno brine o potrebama i mogunostima

svojih klenata, zaposlenih i sredine u kojojdeluje. Poslovna stratega zasnovana je na

orentaci ka klentu i brzom razvoju novihusluga uz striktnu kontrolu rizika. Ovojbanci savremene informacione tehnologe ikvalitetne komunikacske line pruaju osnovu

za ekasno poslovanje i distribucu usluga uzracionalno korienje prodajnih mesta i novihkanala distribuce i komunikace. Inae, brojna

istraivanja sprovedena u Srbi u poslednjihnekoliko godina, pokazuju da menadmentpreduzea u Srbi, pri tom i banaka prepoznaje

ulogu i znaaj informacionih tehnologa zaunapreenje poslovnih rezultata i ujednoposmatra uvoenje informacione tehnologekao dugoronu investicu. (Radnovi i drugi,2008., str. 2.) Zapoljavanje novih kadrova,konstantno ulaganje u njihov razvoj i uvoenje

sosticiranog marketinga i kulture prodaje,ovu banku, lanicu NBG, ini jo bliomklentima. Inoviranje ponude i promene unainu distribuce usluga pruaju jedan novikvalitet i jedan novi, ekasni i pratni vid

izgraivanja meusobnih odnosa, banke iklenata - korisnika bankarskih usluga.

Marketing miks Vojvoanske bankea.d. Novi Sad

Konkurentna ponuda Banke rezultat jebogatog iskustva, posveenosti svakom klentu

i njegovim potrebama, kao i rezultat primenesavremenih tehnologa i novih bankarskih

trendova. Klentima ove banke na raspolaganjuje sadrajna ponuda usluga koje e poslovanjeuiniti sigurnim, lakim i ekasnim.

Optimalna kombinaca elemenata marketing

miksa: usluga, cena, kanali distribuce, promoca,

ljudi, proces usluivanja i usluni ambentzadovoljava potrebe menadera za upravljanjem

ponudom. (Veljkovi, 2009, str. 66)

Usluga

Poto potroae karakteriu stalne promeneukusa i izbora, svaka banka, nezavisno odveliine, nastoji da prilagodi svoju ponuduizmenjenim okolnostima. (uriin i dr, 2009,str. 80.) Kada se radi o ivotnom ciklusu uslugetu su bitne etiri faze: faza uvoenja, faza rasta,faza zasienosti i faza opadanja. Uspene inapredne organizace, nakon to dostignufazu smrti, podiu se stvarajui preporodkroz novu ponudu i pokretanje ciklusa. Kada

je u pitanju faza ivotnog ciklusa uslugaposmatrane banke, moe se zakljuiti da sepojedine bankarske usluge nalaze u fazi rasta,dok se pojedine klasine usluge banke, vedugi niz godina nalaze na zadovoljavajuemnivou, bez tendence zasienja. Razlog za toje specina situaca u Republici Srbi i rasttranje stanovnitva za bankarskim uslugama.Kada je u pitanju kreditna ponuda posmatranebanke, a i pojedinih njenih konkurenata,

evidentna je velika ponuda, ali i velika tranjakredita, pre svega kredita stanovnitvu, tovodi ka trendu prezaduivanja graana.Naravno, postoji opasnost od prezasienjastanovnitva (opciono i privrede) ponudamai njihovog, esto agresivnog marketinga. Klju

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Vojvodjanska banka a.d. Novi Sad, as oneof the leading banks in the domesticbanking market, was selected, bymeans of random sampling, for the case studyin this scientic paper, whose objective is to

provide an insight into the implementationof marketing in the local banks practice. Thepaper, as such, has a purely scientic purpose,without any commercial motivation on the part

of the author.

Vojvodjanska banka a.d. Novi Sad- general remarks

Vojvodjanska banka a.d. Novi Sad (hereaer

to be referred to as: the Bank) is an institutionwith the long tradition, being one of the mostfamous brands in the country. In 2006 it wastaken over by the National Bank of GreeceGroup (hereaer to be referred to as: NBGGroup) which acquired 99.4% share in itsequity. Aer the acquisition of Vojvodjanska

banka, NBG was ranked h according to totalassets, whereas it takes second place accordingto its network size, with 204 business units

in total, conrming the potential for furthergrowth in the Serbian banking sector.According to the NBGs three-year plan, in

2009 the region of Southeastern Europe is toaccount for 13% of the entire Groups income.The expected contribution of the Republic ofSerbia to the regional income amounts to 20%.

The Banks vision is to build a modernlyorganized, protable bank, successful in thelong run, which permanently cares about the

needs and possibilities of its clients, employeesand working environment. Its businessstrategy is based on client-orientation and swi

development of new services, accompanied bythe strict control of risks. Advanced information

technologies and high-quality communicationlines provide a basis to this Bank to conductecient operations and distribution ofservices with the rational usage of points ofsale and new distribution and communication

channels. Numerous studies conducted inSerbia in the last several years indicate thatthe management of the companies in Serbia,including the banks, recognizes the role andimportance of information technologies for theimprovement of business results, at the same

time considering the IT implementation to bea long-term investment. (Radnovic et al., 2008,p.2) Recruitment of new employees, permanent

investment in their development along withthe introduction of sophisticated marketing

and sales culture, brings this bank, a memberof NBG Group, even closer to its clients.Innovation of the Banks oer as well as thechanges in the manner of services distributionprovide beer quality and a new, more ecient

and more pleasant type of establishing mutualrelations between the Bank and its clients -

banking services users.

Marketing mix of Vojvodjanska

banka a.d. Novi SadThe competitive oer of the Bank is the

result of its vast experience, devotion to eachclient and their needs, as well as the resultof the implementation of the state-of-the-arttechnologies and new banking trends. Theclients of the Bank have a comprehensive oer of

services at their disposal, the services that makethe business safer, easier and more ecient.

The optimum combination of marketingmix elements: product, price, place, promotion,

people, process and physical evidence, meetsthe needs of the managers concerning oermanagement. (Veljkovic, 2009, p.66)

ProductSince the consumers are characterized by

constant changes in taste and choices, eachbank, regardless of its size, tends to adjust its

oer to the altered circumstances. (Djuricin etal., 2009, p.80) When it comes to the life cycle ofa service, four stages are relevant: introductionstage, growth stage, maturity stage and declinestage. Aer reaching the death stage, successful

and advanced organizations rise from the ashes,

recovering by means of a new oer and through

launching another cycle. When it comes to thelife cycle of the observed banks services, it may

be concluded that certain banking services are

in the growth stage, whereas some classicalbank services have been at the satisfactorylevel for quite a while, without any indicationof maturation. The reason behind this is thespecic situation in the Republic of Serbia,along with the growth of retail demand for

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uspeha banke je u inovacama, neemu novom,

neemu drugaem u odnosu na konkurencu.Tu se posmatrana banka dobro snala, jer je prva

krenula sa uvoenjem niza novih, savremenihusluga za svoje klente.

Usluge posmatrane banke namenjeneprivredi su: krediti, eskont menica, garancskoposlovanje, akreditivi, depoziti, platni promet,VOB banka, SMS, kartice (VISA, Dina Card iVobshop card), modeli POS terminala sa GPRSmodemom...

Usluge banke namenjene stanovnitvu su:tekui rauni, krediti, tednja, sefovi, platnipromet, menjaki poslovi, ino platni promet,isplata deviznih penza, sms dopune i platne

kartice (VISA, Dina Card i Vobshop card). Onopo emu je ova banka najpoznata su kreditistanovnitvu.

Kreditna politika banke koja je dobrodenisana, obezbeuje ovoj banci dobar radniokvir, u kome se obavlja proces kreditnihposlova, kako operativnih tako i dugoronih,proces koji ovoj banci obezbeuje dobrukonkurentsku prednost. (Vunjak, 2006., str. 44.)

Vojvoanska banka AD Novi Sad u ponudi

ima sledee kredite:a) Kratkokroni krediti: Kredit za likvidnost, Kredit za obrtna sredstva, Kredit za pripremu i nansiranje

izvoza, Prekoraenje po tekuem raunu, Kratkoroni krediti pokriveni 100%

novanim depozitom, hartama odvrednosti Republike Srbe, avaliranim

menicama ili garancom bankeprihvatljivom za Vojvoansku banku, Kratkoroni limit za garance, kratkoroni

limit za akreditive, vienamenska okvirna

lina, start up krediti.b) Dugoroni krediti:

Investicioni krediti Krediti za trajna obrtna sredstva, Krediti za graevinske poslove, Hipotekarni krediti.

CenaKamata je cena koja se plaa za korienje

sredstava banke. U najoptem izrazu, kamatna

stopa izraava cenu korienja novanihresursa na nansskom tritu. Visina kamatne

stope kao cene korienja nansskih resursaje povezana sa stopom korisnosti sredstava uodnosu na vreme njihovog korienja. Stopakorisnosti sredstava uvek je vea u sadanjemvremenu u odnosu na neko budue vreme, pa

je i kamatna stopa kao izraz cene korienjaodgovarajuih novanih i nansskih resursarazliita i saglasna odreenoj stopi njihovekorisnosti. Kamata je troak pozajmljivanjanovca i kompenzaca poveriocu za odricanjeod sopstvene potronje i rizike koje preuzimakada poverava svoj novac drugima.

U posmatranoj banci nominalne kamatnestope se utvruju cenovnim pravilnikom usklopu kataloga usluga i, po karakteru, mogu

biti promenljive ili ksne za period trajanjaugovorenog poslovnog odnosa. Promenljivakamatna stopa za razliku od ksne ne zavisiod utvrene poslovne politike banke ve odkretanja uslovljenih tritem na koji banka iklent ne mogu da utiu.

Posmatrana banka je u skladu sa propisimaCentralne banke obavezna da na jedinstvennain obraunava i objavljuje efektivnukamatnu stopu. Efektivna kamatna stopa

predstavlja stvarnu cenu kredita, obuhvatanominalnu kamatnu stopu zajedno sanaknadama i provizama koje se plaajubanci za odobravanje kredita (s tim da ovastopa ne obuhvata odreene mogue trokovepoput trokova procene vrednosti sredstavaza obezbeenje kredita, trokove izdavanjauverenja i potvrda koje su potrebne za kreditnizahtev, trokove Kreditnog biroa i sl.). Efektivna

kamatna stopa je merilo cene kredita samo ako

se uporeuje zaduivanje u istoj valuti.Visina kamatnih stopa za navedene vrsteje priblina i one su usklaene sa cenamakonkurenata. Posebno se istiu kamate kojestanovnitvo plaa na dinarske gotovinskekredite bez depozita i bez devizne klauzule.Kada su u pitanju ostale cene i tarife uslugazikim i pravnim licima, poreenjem sakonkurentskim cenama, moe se stei utisako njihovoj usklaenosti sa cenama usluga

konkurenata.

Distribucioni kanali (Mesto prodaje)Vojvoanska banka je univerzalna banka

koja kombinuje funkce komercalnog iinvesticionog bankarstva. Putem razgranate

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banking services. When it comes to the creditoer of the observed bank, and some of itscompetitors, the oer is evidently vast, butthe credit demand is equally vast, rst andforemost in the retail credits segment, which

may cause over-indebtedness of citizens. Ofcourse, there is a danger of saturation in theretail sector (potentially even in the corporatesector, too) by such oer and oen aggressivemarketing. The key to the banks success liesin innovations, something new, somethingdierent in comparison with the competition.The observed bank did well in this respect,being the rst to introduce a series of new,modern services to its clients.

The services of the observed bank targetedat the corporate sector are the following: loans,bill of exchange discounting, guarantees, leers

of credit, deposits, payment system operations,

VOB bank, SMS, cards (VISA, Dina card andVobshop card), POS terminal models withGPRS modem, etc.

The services of the observed bank targetedat the retail sector are the following: currentaccounts, loans, savings, safes, payment system

operations, exchange operations, FX paymentoperations, disbursement of pensions inforeign currencies, mobile phone top-ups, andpayment cards (VISA, Dina card and Vobshopcard). What this bank is most famous for areretail loans.

The well-dened credit policy of the bankprovides a sound business framework to thebank, within which it conducts its lendingoperations, both operational and long-term

- the process which gives a sound competitiveedge to this bank. (Vunjak, 2006, p.44)Vojvodjanska banka a.d. Novi Sad has the

following loans in its oer:a) Short-term loans:

Liquidity loan; Working capital loan; Loan for export preparation and export

nance; Current account overdra;

Short-term loans 100% covered by acash deposit, securities of the Republicof Serbia, bills of exchange or bankguarantee acceptable to Vojvodjanska

banka; Short-term loan for guarantees, short-

term loan for leers of credit, multi-purpose frame line; start-up loans.

b) Long-term loans: Investment loans; Permanent working capital loans;

Construction loans; Mortgage loans.

PriceInterest is the price paid for using a banks

funds. Generally speaking, interest rate reectsthe price for using monetary resources in thenancial market. The level of interest rate asa price for using nancial resources is relatedto the asset utility rate in comparison with the

time of its usage. The asset utility rate is alwayshigher in the present compared with the futureperiod, hence the interest rate, as a price forusing certain monetary and nancial resources,

diers and is in line with the appropriate rateof their utility. Interest represents the cost of

borrowing as well as the compensation to thecreditor for renouncing his own consumptionand for the risks he undertakes by lending hismoney to other people.

In the observed bank the nominal interestrates are determined according to the pricerulebook, within the banks oer catalogue,and they can be either variable or xed for thelifetime of the arranged business relationship.Variable interest rate, as opposed to the xedone, does not depend on the dened businesspolicy, but on the market-conditioned trends,that neither bank nor client can inuence.

Pursuant to the regulations of the Central

Bank, the observed bank is bound to apply theuniform method of calculation and disclosureof the eective interest rate. Eective interestrate represents the real price of the loan, andincludes the nominal interest rate plus feesand commissions paid to the bank for thepurpose of loan extension (however, this ratedoes not include certain potential costs likethe costs concerning the evaluation of assetsto be used as a loan collateral, costs of issuing

certicates and documents needed for the loanapplication, costs of the Credit Bureau, etc.).Eective interest rate is an indicator of the loanprice only if the comparison is made within thesame currency borrowing.

The interest rate level for the mentioned

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mree koja se sastoji od 68 lala, 72ekspoziture i 172 prodajna mesta Banka pruausluge za preko 625.000 zikih lica i preko61.000 pravnih lica. Vojvoanska banka imajaku pozicu u Srbi u sektoru poslovanja sa

stanovnitvom.Ona koristi klasine kanale distribuce, alii alternativne, kojima obezbeuje da uslugabude raspoloiva na pravom mestu u pravovreme. Kada je o tradicionalnim kanalimare, najraireni oblik distribuce je mreaposlovnica (23 lale i 172 prodajna mesta)dok meu alternativne kanale distribucekoje koristi ova banka spadaju: Platne kartice;Bankomati; EFT/POS terminali (modeli POS

terminala sa GPRS modemom) i Kunobankarstvo (VobHome Banka). VobHomeBanka omoguava: Non-stop pristup stanju i prometu na

tekuem raunu Pregled nerealizovanih ekova i prometa sa

ekovima Ispostavljanje elektronskog naloga za

plaanje rauna iz kue korisnika usluge uvanje esto korienih naloga u imeniku

naloga Kupovina elektronske dopune za GSMmreu 062/063 i 064/065

Bezgotovinski prenos na namenske rauneza kupovinu harta od vrednosti

Uvid u promet svih kartica Vojvoanskebanke koje klent poseduje

Uvid u stanje na namenskom deviznomraunu za poslovanje karticama

injenica je da internet kao savremenidistribucioni kanal koji koriste banke, skraujevreme ekanja, te nudi visoku prostornuudobnost, te je izuzetno atraktivan za velikii rastui segment bankarskih potroaa, to

je sluaj i sa internet korisnicima uslugaposmatrane banke.

PromocaViza Banke, jeste savremeno organizovana,

protabilna i dugorono uspena bankakoja permanentno brine o potrebama imogunostima svojih klenata, zaposlenihi sredine u kojoj deluje. Poslovna strategazasnovana je na orentaci ka klentu i brzom

razvoju novih usluga uz striktnu kontrolurizika. Savremene informacione tehnologei kvalitetne komunikacske line u zemljipruaju ovoj banci osnovu za ekasnoposlovanje i distribucu usluga uz racionalnokorienje prodajnih mesta i novih kanaladistribuce i komunikace. Posmatrana bankaposeduje dobro izraen web sajt koji koristi kao

marketing alat, koji je pri tom dobro promociono

sredstvo i ne utie znatno na budet koji ova

banka izdvaja za marketing. Dalje, kada jeu pitanju internet marketing, banka koristi ibanere kao jedno od uestalih sredstava uinternet marketingu, odnosno banka ima banere

na nekoliko vanih i poseenih web sajtova, alisama ne vri razmenu banera, tako da na websajtu posmatrane banke nema banera drugihkompana, odnosno instituca (jedino postojelinkovi ka pojedinim republikim agencama i

Slika br. 1 Web portalVojvoanske bankea.d. Novi Sad

Izvor: Ocelnaprezentaca Vojvoanskebanke a.d. Novi Sad hp://www.voban.co.rs/sr/home/ (datum pristupa 4.januar 2010. godine)

Komentar slike:Vojvoanska bankaima sadrajan websajt koji koristi kaomarketing alat.

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types of services is approximately the same,and it is in line with the competitors prices.Particularly notable are the interest rates thatretail clients pay on cash loans in dinars without

a deposit and without a currency clause. When

it comes to other prices and taris of retail andcorporate services, by means of comparison, itmay be concluded that they are harmonizedwith the competitors prices.

Place (Distribution Channels)Vojvodjanska banka is a universal bank

which combines the functions of commercialand investment banking. Through a widespread

network of 68 branches, 73 branch oces and

172 points of sale, the Bank provides its servicesto over 625,000 individuals and 61,000 legalentities. Vojvodjanska banka holds a strongposition in Serbia in the retail sector operations.

It uses the classical distribution channels,along with the alternative ones, through whichit ensures that its services are available in theright place at the right time. When it comes tothe traditional channels, the most widespreadform of distribution is the business units

network (23 branches and 172 points of sale),whereas the alternative distribution channelsused by this bank are the following: PaymentCards, ATMs, EFT/POS Terminals (POSterminal models with GPRS modem) and Home

Banking (VobHome Banka). VobHome Bankaenables the following: 24/7 access to the balance position and

transactions per current account; Insight into non-realized cheques and

cheque transactions; Submiing the electronic order for payment

of bills from the services users home; Keeping the frequently used orders in the

orders reference-book; Purchase of electronic top-ups for the GSM

mobile phone networks 062/063 and 064/065;

Non-cash transfer to special-purposeaccounts for the purchase of securities;

Insight into the transactions in respect of allcards of Vojvodjanska banka owned by theclient;

Insight into the balance position on thespecial-purpose FX account for cards

operations.The fact is that the Internet, as a moderndistribution channel used by the banks, reduces

the time of waiting, and oers high comfort,which is why it is extremely aractive to alarge and increasing segment of bank clients,this being the case, too, with the Internet usersof the observed banks services.

Promotion

The Banks vision is to build a modernlyorganized, protable bank, successful in thelong run, which permanently cares about theneeds and possibilities of its clients, employeesand working environment. Its businessstrategy is based on client-orientation and swi

development of new services, accompanied bythe strict control of risks. Advanced information

technologies and high-quality communicationlines in the country provide a basis to this

Bank to conduct ecient operations anddistribution of services with the rational usageof points of sale and new distribution andcommunication channels. The observed bankhas a well-designed website which it uses asa marketing tool, and which is, at the sametime, an excellent promotional tool, withoutsignicantly impacting the budget this Bankallocates for marketing purposes. Furthermore,

when it comes to the Internet marketing, the

Bank uses banners as one of the most frequentInternet marketing instruments. In other words,

the Bank has its banners posted on severalimportant and frequently visited websites,

but is does not exchange banners itself, hencethere are no banners of other companies orinstitutions on the observed banks website(there are only some links to certain stateagencies and administrations).

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upravama).Analizom promocionog miksa posmatrane

banke, moe se zakljuiti da se ona promoviesamostalno, ali i kroz NBG grupu. Ona koristisve oblike promocionog miksa, a medi koje

koristi za oglaavanje su: novine, magazini,radio, televiza i internet. Takoe koristidispleje na mestima prodaje, specalneprograme, sitne poklone, nagradne igre,sponzorstvo (Vojvoanska banka - zvanina

banka Olimpskog komiteta Srbe).

LjudiLjudi kao element marketing miksa banke

podrazumevaju sve osobe ukljuene u usluni

proces, gde su sa jedne strane zaposleni,a sa druge strane korisnici usluga i ostalipotroai, kao osobe koje mogu uticati naukupnu percepcu. (Veljkovi, 2009, str. 347.)Uticaj ljudi na formiranje marketing miksa iizgleda usluge je, stoga, ogroman. Zaposleniu posmatranoj banci predstavljaju njenoposlovanje kroz ponaanje i kulturu kojureprezentuju a koja se ogleda u sledeem: prviljubazan susret sa bankarskim slubenicima,

iroko znanje o usluzi banke, kroz prenoenjemise banke i posedovanje poslovne kulture.HR menadment posmatrane banke shvata da

je za isporuenje kvalitetne usluge, potrebna, sjedne strane, dobra selekca, trening i obuka imotivisanost zaposlenih, a sa druge kvalitetnaradna sredina i odgovarajua podrka svimakoji rade sa kupcima.

Proces usluivanja

Sam proces je izuzetno bitan instrumentmarketing miksa. Vaan je nain na koji seodreena usluga prua. Za marketing sistemisporuivanja usluge generalno vai pravilo dase razlikuje kod usluga koje podrazumevajuvii nivo uea zikog kontakta izmeuosoblja na prvoj lini usluivanja i potroaa,i usluga koje imaju nii nivo kontakta izmeupotroaa i zaposlenih u kompani. (Veljkovi,2009, str. 311) Proces usluivanja Vojvoanske

banke spada u usluge visokog zikog kontakta(vei deo), tako da menadment banke vodirauna o tome da su objekti jedan od elemenata

u pruanju usluga, a da proces usluivanjamora biti kreiran u skladu sa potroaevimpotrebama, te da je jako vana lokaca koja

se bira. Jedan segment poslovanja posmatranebanke obavlja se bez zikog prisustva obestrane na istom mestu, kada su u pitanju zikikanali distribuce (pota, kurirska slubai slino poput slanja formulara potom), i

elektronski kanali (telefon, faks, email, web sajtnpr. banka faksom prima dokumentacu koja je

neophodna za podnoenje zahteva o kreditu).Primarna, glavna lina uslunog procesa,

odnosno ono to potroa moe videti i primetiti

tokom uslunog procesa, kao i sekundarne,pratee usluge, aktivnosti, oprema i tehnologa

koji nisu vidljvi od strane potroaa, ceoproces usluivanja je u Vojvoanskoj banciosmiljen i realizovan u celini prema planu.

Naravno, krajnju ocenu uslunog procesa dajupotroai, a sam usluni proces je sastavnideo pecepce kvaliteta usluge, a samim tim isatisfakce. Identikovane su kljune aktivnosti

u kreiranju i isporuci usluge, a napravljena je irazlika izmeu primarnih i sekundarnih linauslunog procesa.

Usluni ambent (Fiziko okruenje)Zbog neopipljivosti bankarskih usluga, i

lakeg percipiranja korisnika usluga banke,vano je da se sama usluga to je to vie mogue

ziki otelotvori, stvaranjem odreenoguslunog ambenta. U Vojvoanskoj banciusluni ambent je dobro dizajniran, a pojedini

elementi uslunog ambenta su neodvojivi deo

stvaranja i isporuke usluge. Neophodno je ovim

ambentom upravljati tokom vremena, kako ne

bi dolo do negativnih efekata na percipiranikvalitet usluge.

Zakljuak

Marketing miks predstavlja sutinusprovoenja marketing stratege banke, a sveodluke o instrumentima u marketing miksu nemogu se donositi nezavisno, jer svaka aktivnost

utie na onu drugu. Zbog toga odluke morajubiti integrisane.

Vojvoanska banka koristi dobru

kombinacu elemenata marketing miksa,praktikujui pritom 7P pristup, umestotradicionalnog 4P pristupa, to joj obezbeujedobru konkurentsku pozicu.

Ono to je karakteristino za posmatranubanku jeste snaan imid, dobra

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From the analysis of the observed bankspromotional mix, it may be concluded that itpromotes itself independently, but also through

the NBG Group. The Bank uses all types ofpromotional mix, and the media it uses foradvertising are the following: newspapers,magazines, radio, television and the Internet.

It also uses displays at its points of sale, specialprogrammes, small gis, games of chance,sponsorship (Vojvodjanska banka - ocial

bank of the Olympic Commiee of Serbia).

PeopleAs a marketing mix element, people imply

all persons involved in the service provisionprocess, with employees on one hand, andservice users and other consumers on the

other, as people who can inuence the overallperception. (Veljkovic, 2009, p.347) The impactof people on the formation of marketing mixand service design is, therefore, enormous.The employees in the observed bank representits business operations by their behaviour andculture, reected in the following: the rstpolite meeting with the bank tellers, wideknowledge of the banks services, throughspreading the banks vision and embodying

its business culture. HR management of theobserved bank realizes that, in order to deliverhigh-quality services, they need good selection,

training and motivation of the employees, onone hand, and sound working environment and

appropriate support to all who work with the

clients, on the other hand.

ProcessThe process itself is a rather important

marketing mix instrument. What maers is themanner in which a certain service is provided.Generally speaking, the rule concerning the

marketing system of service delivery is that itdierentiates between the services implying ahigher level of physical contact between the rst-

line of service employees and consumers, andthe services implying a lower level of contactbetween the consumers and the companysemployees. (Veljkovic, 2009, p.311) The processof service provision in Vojvodjanska banka falls

into the category of services implying a highlevel of physical contact (in the majority of

cases), which is why the banks managementpays aention to the fact that the premises areone of the elements in the servicing process, and

that this process must be designed in line withthe consumers needs. Consequently, the chosen

location is of crucial importance. One businesssegment of the observed bank operates without

physical presence of both parties in one place,i.e. the physical distribution channels (the post,courier department, etc., for instance, sending

the forms by post), and electronic channels(telephone, fax, e-mail, website, for instance, the

bank receives the documentation necessary forloan application).

The primary, main line of the servicingprocess, i.e. what the consumer may see and

Figure 1. Web portalof Vojvodjanska banka

a.d. Novi SadSource: Ocialpresentation of

Vojvodjanska bankaa.d. Novi Sad at hp:

//www.voban.co.rs/sr/home/ (date of access

January 4 2010)

Comment:Vojvodjanska banka

has a comprehensivewebsite which it uses

as a marketing tool.

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pozicioniranost, trina orentaca, dobrakombinaca instrumenata marketing miksa,sinerga koju doba zahvaljujui grupi,tako da ova kombinaca prednosti ini daVojvoanska banka ima dobru pozicu na

domaem tritu.

Inoviranje ponude i promene u nainudistribuce usluge pruaju jedan novi kvalitet i

jedan novi, ekasni vid saradnje. Vojvoanska

banka je instituca s dugom tradicom ipredstavlja jedan od najpoznatih brendova

u zemlji.

Literatura / References

Knjige / Books

1. uriin D, Janoevi S, Kalianin ,Menadment i stratega, etvrto, preraenoi dopunjeno izdanje, Ekonomski fakultetBeograd, Beograd, 2009.

2. Radnovi B, Ili M, Identikacainformacionih tehnologa kao znaajnogfaktora razvoja poslovanja malih i srednihpreduzea u Srbi, Zbornik radova,

Infoteh-Jahorina 2008, Jahorina3. Veljkovi S,Marketing usluga, tree izmenjeno

i dopunjeno izdanje, CID Ekonomskogfakulteta u Beogradu, 2009.

4. Vunjak N, Bankarstvo, Ekonomski fakultetSubotica, Subotica 2006.

Web prezentace / Web presentations

1. Vojvoanska banka a.d. Novi Sad hp://www.voban.co.rs/sr/home/ (datum pristupa

4. februar 2010. godine)

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observe throughout the servicing process, along

with the secondary, accompanying services,activities, equipment, and technology notvisible to the consumers - the entire servicingprocess in Vojvodjanska banka is designed and

implemented entirely according to the plan.Naturally, the nal appraisal of the servicingprocess is to be provided by the consumersthemselves, the servicing process in itself being

a part of the perception of the service quality,and, in turn, the clients satisfaction. The keyactivities were identied concerning the service

origination and delivery, and the dierence was

underlined between the primary and secondary

lines of the servicing process.

Physical EvidenceDue to the intangible nature of banking

services, and for the purpose of easierperception by the bank services users, it isimportant for the service itself to be physicallyembodied as much as possible, by means ofcreating a certain service environment. Theservice environment in Vojvodjanska bankais well designed, with certain elements of the

service environment being inseparable fromthe origination and delivery of the service. Itis necessary to manage this environment overtime, in order to avoid adverse eects on theperceived quality of service.

Conclusion

Marketing mix is the essence of conductinga bank marketing strategy, but all decisionsregarding the marketing mix instruments

cannot be made independently, since theactivities inuence one another. Therefore, thedecisions need to be mutually integrated.

Vojvodjanska banka uses a good combination

of marketing mix elements, applying the7P approach, instead of the traditional 4Papproach, which earns it a sound competitiveposition.

What is characteristic for the observedbank is its strong image, good positioning,

market orientation, excellent combination ofmarketing mix instruments, and the synergy itreceives thanks to its Group. Such combinationof advantages makes Vojvodjanska banka rankwell in the domestic market.

Innovation of its oer and the changes inthe manner of services distribution providea new quality and a new, more ecient typeof cooperation. Vojvodjanska banka is aninstitution with the long tradition, being one of

the most famous brands in the country.