A. A. Braverman,
d. 3. n., the President of the Russian association of marketing, the deputy minister of state asset of the Russian Federation

Bank marketing
In 1995 was carry ouied the marketingovoye study, connected with the development of strategy of the behavior of the "capital bank of economy" on the market for bank services for the physical persons this study was realized by a joint group of the specialists in marketing and of the colleagues of bank under the management of the author.

The central objective of bank marketing was shaping of information base and recommendations for the development of regional oriented market strategy of an increase in the portion of business bank on the purposeful market in Moscow. Achieving this goal was ensured via the development of the dimensions of the effective demand of the physical persons, segmented according to different signs, and isolation from the segments intensive being investigated.

On the basis of the established characteristics of the most intensive segments of population was solved the problem in the creation of strategy of the activity of bank, which considers the territorial special features of the distribution of effective demand and ensuring the optimization:
the location of new branches;
formation conditions for depozitnoy base;
the collection of the proposed bank products;
prices of the bank products and the services;
the channels of advertisement;
program on attraction and fastening of clientele.

For the realization of the stated goals of bank marketing the activity plan, which included the following stages, was developed:

First stage of bank marketing - collection and the study of the second information:

on the tendencies in a change in incomes and directions of the expense of the resources of of high and srednedokhodnykh it is layer population, including about the level of their economy;

on the social-demographic characteristics of population in the section of different consumer groups;

on volume and structure of the consumed bank services by the physical persons in Moscow;

on the collection of bank products and services, proposed to the physical persons by business banks - competitors;

on the state of the market for credits, deposits and securities of banks.

The development of the questionnaires for a field study of the segment of population, which ensure obtaining the required primary information, which cannot be obtained from other sources.

Conducting a field market study.

Analysis of obtained information, the estimation of the elasticity of demand for the proposed bank products and the services in the interrelation with other factors (inflation, an increase in the incomes of population, the rates of refinansirovaniya TSB and so forth.) and the development of recommendations regarding the optimization of their collection and prices.

Development of detailed by the regions Moscow of the forecast model of the market for bank products and services over the long term for three months, which include the estimation of the consumer demand of the physical persons for the bank services in dependence on the number of economic factors.

The realization of a marketingovogo study in accordance with the stated goal began from the determination of the purposeful segment of a study of the groups of the private individuals, who appear or they can be the potential clients of bank.

Takeing into account that the fact that with the very low income level of family they do not have the possibility to accomplish any significant accumulations and investment and to respectively use to a considerable degree different forms of bank services, was selected the minimum threshold income level in the amount of 400 thousand rub per month on one member of family, who was criterion with the selection of the interrogated population. This population group of Moscow comprised at the end of 1994 approximately 20% of total quantity of population, in fraction of which were fallen about 70% of summary incomes of the inhabitants of the city (for Russia as a whole this portion it comprised at the moment of interrogation approximately 50%).

An increase in the specific weight of the incomes of this group was determined by the changes in the structure of the incomes of the population, which occurred in 1994: the portion of incomes from the owner's activity, from the property of financial- credit operations increased. The income of 400 thousand rub on one member of family was equal in the beginning of 1995 to the living minimum in Moscow and, therefore, was the minimum threshold quantity, which makes possible for mean statistical family to make accumulations.

A field study was decided to carry out into two stages. In the initial stage was solved the local problem of establishing the dimensions of the effective demand of population for the bank products in the section of the administrative divisions and selection of the most promising regions for expanding the activity of bank both taking into account the pull of demand of population for the services interesting bank and taking into account presence in these regions of the activity of bank- competitors. In the second stage was conducted the more thorough study of the demand of population for the promising bank services in the regions, promising for expanding the activity of bank, for the purpose of obtaining the detailed and more precise characteristics of effective demand and determination of the territorial distribution of the demand inside the regions being investigated.

This two-stage approach to the solution of the problem, when during the first stage of the entire totality of the objects being investigated are determined key segments, and on the second is produced determination and the refinement of their characteristics, finds wide application in marketingovykh studies.

The total volume of sample during the first stage of interrogation, which comprises is more than 5000 Moscow families, it were distributed between all administrative-territorial regions of city equally. For the purpose of the guarantee of equal probability of hit into the sample of different categories of population the interrogation was conducted both on the place of residence and in other places for the concentration of population - on the place of work and in the public places.

Form for conducting the interrogation was comprised taking into account the development intensive on the demand for the services of the segments of population. Assumed factors of the segmenting of the users of the bank products: the level of average per-capita income, the place of stay (region (region) in the city), floor and age, the kind of occupations.

The structure of marketingovogo questionnaire (blocks of questions) is represented in Fig. 1.

In the block of the "characteristic of respondents" were included the questions (besides the factors of the assumed segmenting), connected with the place of a constant stay, with the structure of the distribution of family income, with the nature of decision making in the family. This made it possible to deeply analyze the profile of the market for the potential clients of business bank and the factors, which influence the mechanism of decision making in the family of respondent.

In the block of bank services for the purpose of the development of competitory bank services were included all basic services, to a sufficient degree popular on the Russian financial market for the private individuals: ruble and currency deposits, the current nonbusiness accounts, plastic maps, road checks, action and the draft of forms and another emitentov, credits, depository services, the exchange of currency, investment advisory service and taxation, trastovye operations.

Was explained also the degree of the satisfactoriness of private individuals by the selected business bank (quality of maintenance and the reliability of bank), by the utilized services of banks, expressed by the scale-number estimation for each service, the concrete parameters of service (by period, by minimum sum, not reduced by remainder, with pay for the operation, by annual percentage, by the conditions of pay-off).

In the block of the bank services, necessary for respondents, the questions, which make it possible to reveal the motives of selection were included also by the respondent of the concrete business bank: reliability, quality of maintenance, convenience in the arrangement of the place of sale, proximity of frequently utilized by a population urban transportation, high percentages, quality of advertisement and the like were provided the questions, which are concerned the methods of obtaining by private individuals of Moscow business banks according to one or the other services.

In advertising block were included the questions, which are concerned the form of advertisement, the preferences of advertising channels, convenient time of the arrangement of advertisement on the radio and the television.

The first stage of a field study gave the following results: more than 60% population of Moscow used at the moment of interrogation the services of business banks, of them overwhelming majority - by services Of sberbanka. In the second and third place by the volume of bank services with the significant delay from Sberbanka were located "iNKOMbank" and "capital bank" of economy ". The large majority of population used urgent depozitnym contribution or current contribution in the rubles. "iNKOMbank" occupied leading position on the currency services to private individuals, "capital bank" of economy "- on the plastic maps. These results correspond with the data of the organs of state statistics.

Complete satisfaction by the allowed services banks the interrogated respondents did not show. To the greatest degree the dissatisfaction of population was connected with the low annual percentage on the contributions and the plastic maps, with high percentage for the credit, with the order of addition and payment of incomes on the urgent contributions, conditions of the withdrawal of contribution, high commission interest for the services. Therefore the intention of private individuals - the interrogated respondents subsequently to use these or other services of business banks in the months next after interrogation not so large - is somewhat more than half of those interrogated. On data of intention had an effect the deteriorated financial position of families and their desire to use other alternative directions of the investment of free means, that protect their owners from the inflation. The data about the alternative directions of the investment of the population of means are shown in Fig. 2.

Fig. 2. Alternative directions of the investment of the means of the population of Moscow

The studies obtained in the course given made it possible to obtain the estimation of various services of different business banks, presented to private individuals, in the comparison with the services of the "capital bank of economy". This estimation considered both the quality of bank services and popularity (according to the number of references) of bank, its image in the eyes of the potential and real users of these services. Rating estimation was calculated for 10 most frequently mentioned in the answers respondents of business banks with the use of those shown by respondents of the scale-number estimations of satisfactoriness by one or other bank service or another and importance of the parameters of service for the respondent.

Consumer preferences on the basic bank services for private individuals are revealed. On the ruble deposits indisputable leader according to the number of references is Sberbank. However, this only indicates a good knowledgeability of large masses of potential and real users about a number of the advantages Of sberbanka (highest reliability, accessibility, the scale of organization), i.e. it testifies about the high general image in the eyes of population. However, the total estimation, obtained on the basis of the calculation of the opinion of the real users of this service Of sberbanka, proves to be lowest among the group of bank- leaders as a result of the low estimations of satisfactoriness by the parameters of this service (value and the order of the addition of percentages, the quality of maintenance). The positions of the "capital bank of economy" in this respect are sufficiently favorable.

Similar picture was observed on the market for the currency deposits, where on the basis of the general image was separated "iNKOMbank", which is characterized by the high quality of this service.

On assignment conditions for the credits Of sberbank has the highest rating of the estimation of users in essence due to the maximum period of credit and conditions of pay-off.

On the basis of the fact that in many instances of jar have the almost identical estimations, was made conclusion about strengthening of competition on the market for bank services, and the practical steps of bank "capital" on the search of effective means of the attraction of clients were timely.

During the first stage of a study, besides analytical tasks, the determination of the most promising bank products and the production of recommendations regarding the formation of their optimum collection were accomplished. Bank product was evaluated on the basis of the volume of potential demand for it from the side of population and presence of the alternative proposal of this bank product from the side of bank- competitors. The presence of the most favorable and potentially favorable niches for the development of bank would allow it to considerably enlarge collection and volume of the proposed services and products and to occupy strategically important place on the market. For the solution of the problem presented was used traditional marketingovyy approach to the development of the zones of market, which are distinguished by the degree of prospect for the bank.

Hopeless zone of competition for the bank "capital".

Strategy: the liquidation of this collection of products (services) and the curtailment of investments.

Zone of rigid competition for the bank "capital". Strategy: the retention of market share by an improvement in the quality of products (services) and intensive investments.

Potentially competitory zone for the bank "capital". Strategy: the examination of the possibilities of entry into this zone and displacements of competitors; the estimation of expenditures for the actions indicated.

The most favorable real zone for the bank "capital". Strategy: the intensive expansion of the collection of products and services with the growth of investments.

Potentially favorable zone for the bank "capital". Strategy: molding of the need of clients for the new collections of bank products and services.

With conducting of the study were selected the following basic forms of bank products, on which were conducted the quantitative measurements of the volumes of the potential demand: deposits and draft, plastic maps, state short term obligations, insurance, depozitnye services on the storage of values, credit for the population.

The first stage of a study made it possible to determine the demand of private individuals for different bank products in Moscow, which was characterized by the following indices (table 1).

Greatest number of private individuals (about 120 thousand.) they were ready in the period being investigated to use the services of business banks for the investment of cash resources with the deposit (of them ruble deposit - 83% of respondents, interested in the services of bank, 35% - currency deposit), the overall potential demand for this form of bank services comprised more than 1 tlrn rub. Potential users the currency deposit it proved to be more than 2 times less than ruble, but the intensity of their specific demand is more than 5 times of more than the corresponding index for the families - potential users by ruble deposits.

Bank credit they were ready to obtain more than 50 thousand Muscovites (this demand is sufficiently significant - to 3 trln rub, about 1/3 prefer credit in the currency, but this demand is about 1,7 trln rub (specific demand - 100 million rub for the family) which is almost 3 times higher than the potential index of the category of the borrowers of ruble loans).

The insignificant specific demand for the services of banks from the work on the market GKO - 6,5 million rub, and also the small number of potential clients (15 thousand people) upon consideration of that fact that a number of business banks limited the minimum cost of acquisition GKO by private individuals by the sum of 10 million rub, determined the low level of the demand of private individuals for this form of services.

Life insurance and health of the clients of bank potentially could prove to be one of the greatest mass services of banks - to this form of services they appeared interest of 35% of all namerevayushchikhsya to use the services of banks soon. This is - the second on the attractiveness service of the business bank (about 90 thousand families they are ready it to use during nearest three after the interrogation of months).

Only 7% of families of the investigated category interested themselves in the services of bank on the depository storage of the values (in 40% of them main family it appears owner).

Table 1
Estimation of the potential demand of the physical persons for the bank products according to Moscow
Bank product is the quantity of families, namerevayushchikhsya to use the data by the form of services, thousand. Potential demand, billions of rub.
Deposits and draft 118,2 1092,2
Plastic maps 76,6 -
GKO 15,1 98,6
Insurance 88,5 21,4
Storage of values of 18,3 
Credit 51,2 2990,5

On the basis of the obtained results were rekomendovany as the promising bank services the following: currency deposits, credits in the currency and the debit plastic maps STB or "UNION".

The elasticity of demand for the bank products was evaluated taking into account a change in the interest rate. Fig. 3 and 4 depict as an example the curves of the dependence of the value of demand for the depozitnye services of banks according to the currency calculations from the conditions on the periods of deposits and the added to percentages. By the greatest popularity in population under the conditions of high uncertainty used deposits period up to 1 year. Demand for the three-month deposits was especially high (Fig. 3). The most effective real range of rates (i.e. ensuring the maximum rates of increase in the number of potential users and attraction of their means) - 14-16% of annual in the currency. In this case the demand on Moscow on the currency contributions as a whole could grow from 340 to 550 billion rub, and the average sum of one contribution will be about 2,5 thousand dollars.

Should be noted the presence on the represented graphs of the so-called "critical" points of demand, after which demand curve changes its nature, which indicates its exuberance. However, those indicated by the potential users of condition, with whom can occur the jump of demand, often prove to be unreal for the majority of the banks of the high group of reliability.

Characterizing the elasticity of consumer demand, to the hard currency loanes, it is necessary to note that the greatest number of users they are prepared to use the hard currency loan with period for one yr. The average sum of credit means is 20 thousand dollars. The dependence of the volume of demand on the interest rate of credit for the credits into one yr bore inversely proportional nature, i.e. the volume of demand increased proportionally with reduction in the rate of credit. For the credits for three months effective rate (point of "break") was located by period in the range 20-25% of annual.

The elasticity of demand for life insurance and health according to the size of insurance payment was examined taking into account the desire of the potential users of this service to insure for different sums. The basic special feature of demand for the services of banks on life insurance and health lies in the fact that with an increase in the sum of insurance the demand ceases to be elastic and to intensive, i.e. well-off users, namerevayushchimsya to insure its life for the large sums, to the certain degree very value of insurance payment is not important (Fig. 4).

Fig. 3.1

Fig. 3.2

Fig. 4. Elasticity of demand for the services of banks on life insurance and health

In other words, more well-off users, namerevayushchimsya to insure their life and health for the large sums, become to the certain degree indifferent the proposed versions of the dimensions of insurance payment. As far as less well-off it is layer population are concerned, in their relation strategy of the attraction of the mass of potential users due to the establishment of the low size of insurance payment is effective (0,2% of sum of insurance) utilized now.

With a study of the elasticity of demand for the ruble and currency current nonbusiness accounts, designed on the plastic maps, and for the credit cards it was also established that the dependence of the value of demand from the size of the added to percentage for the remainders on the current nonbusiness accounts it was expressed more brightly than the same dependence on the cost of the formulation of calculation. The value of demand insignificantly will change in connection with the fact that the cost of the formulation of card calculation in the rubles will be not 1 thousand, but 5 thousand rub, or analogous currency calculation to 1, but 5 dollars.

Demand for the international credit cards was most elastic. Thus, with a change in values of formulation from 1000 to 1500 dollars demand for this product is reduced approximately 2: from 40 to 20 thousand families of potential users.

The basic result of the first stage of the executed marketingovogo study was the determination of the territorial structure of demand for the bank services in the section of administrative-territorial regions.

This became possible on the strength of the fact that was used the kombinirovannaya system of the interrogation of the private individuals: directly in the territorial regions - on the place of residence and on the place of work or the accomplishment of purchases. Three groups of the respondents thus arose: preferring to use the services of bank on the place of residence, on the place of work and those, for which territorial factor did not have the serious value (on the way to the work, etc.).

It turned out that the territorial factor considerably influences the demand: do not have clear territorial tying only 10% of demand for the deposits and draft and 15% of demand for the credits. About 90% of population will use the plastic maps only of conveniently located business bank along the way to the work or not far from the house, the place of work.

As far as the distribution of the revealed demand on the territorial regions is concerned, in the value of demand for the first group of passive services (deposits and of draft) leading place occupied the southern, central, northeastern and Western administrative divisions, in portion of which was 55% of overall demand for this form of services, or 460 billion rub, and 55% of families, which were intended to use this form of services. Specific demand (14,4 million rub to the family) above all proved to be in those, who work in the Western region and are intended in the same region to use the services of bank. This index in the analogous category of the population of Moscow in the northwestern region is somewhat less (12,4 million rub). High demand in these administrative divisions is caused by a large quantity of families, intended to use the services of the bank: more than 13 thousand families, which live in the southern region, 11,5 thousand families in the eastern region, about 10 thousand families, which work in the central region (with the sufficiently high specific demand of the latter - 9,5 million rub).

The second group of passive services (plastic maps of business banks) the highest demand enjoyed at the moment of interrogation in population, one way or another connected with the central administrative region (place residence or work), more than 14 thousand families prefer this form of the services of bank (18% of demand). Demand for the plastic maps in the southern, northeastern and eastern regions, where it is 36% of demand (28 thousand families), is high in their portion. Is separated the demand of the workers in the central region (which is natural) - 8,5 thousand families and living in the southern region - 6,5 thousand families.

The isolation of the central administrative region on the demand for the passive services of banks is connected with the concentration here of the business activity of city, large commercial it is center, the population, occupied in the financial, commercial and administrative organizations. Southern, eastern and northeastern regions have the highest concentration of population (the "sleeping" city districts), where they live respectively 1,3; 1,15 and 1,11 mln. people.

Demand for the credits in the administrative-territorial regions of city practically depends on two factors: from the prestige of region and population of region. In the prestige Western and northwestern regions it is considerably less those desiring to use credits than in other regions, and the specific demand of those interested in the credits is also small. The highest demand for the credits of banks is noted in the southern, southwestern and northeastern districts of city - 45% of demand of the population of Moscow interested in the credits. The highest specific demand for the credits (83 mln. rub to the family), in the southwestern region - one of the youngest and prestige districts of the city, where the intensive building of dwelling is conducted.

Demand for the services of banks on life insurance and health in all city districts is small - only of 59 thousand people they showed the intention to use this form of services for the sum total of 21 billion rub. Is somewhat more demand for the services on the insurance also in the southern and central regions of Moscow - are more than 3 billion rub in each.

Is small also the demand of the population of city for the services in the storage of values in all districts of the city, where somewhat are separated the same central and southern administrative-territorial regions, first of all, in view of the business activity of population or its high concentration.

Since to give the integral estimation of overall demand for the bank services in the administrative-territorial regions of Moscow by the direct summation of demand for the different types of bank services not there was possibility because of different nature of demand, was used the rating estimation of services, based on the values of profitableness, which it can obtain bank from each bank service (Fig. 5). Were accepted the following values of profitableness for the services of the "capital bank of economy": the attraction of means to the deposits and the drafts - 5% of marzhi, the attraction of means in the form of remainders on the current nonbusiness accounts - 20% of marzhi, the arrangement of means in the form of consumer loans - 5% of marzhi, life insurance and health of clients - 10% of marzhi from the sum of insurance payment. The value of the average remainder of means on the ruble and currency calculations of citizens was determined according to the data the "capital bank of economy".

Rating estimations (on the base of the indices of gross profit) of administrative-territorial regions calculated on the basis of this procedure showed that the leading positions on the demand occupy southern, northeastern, central and southwestern regions.

The analysis of competitory medium in the administrative-territorial regions was carry ouied for the commitment about the selection of promising regions for expanding the sphere of the activity of bank. Competitors for the "capital bank of economy" were considered other comparable in the value of active memberships only business banks the group of reliability not below "VZ" according to the data OF ITS "rating", actively working on the market for services for the physical persons and having our own subsidary network in the regions. They satisfy 28 Moscow business banks given requirements (without considering Sberbanka). They had 191 branches (in Sberbanka in Moscow - 670 branches). The density of branches to the family proved to be highest in the central administrative region, where it is placed by 42% of network of the banks of competitors, without considering the branches Of sberbanka (table 2). In the remaining regions the saturation differs so not sharply. Rating estimation according to the saturation of regions by branches most favorable in the eastern, northeastern, northwestern and Western regions.

Fig. 5. Volume of potential gross profit on the administrative divisions of Moscow, billion of rub.

Table 2
Saturation of the administrative divisions by the departments of business banks (by head departments and by their branches)
The administrative division is the number of departments of competitors, pieces.  Number of departments Of sberbanka, pieces. Number of departments SBS (opened), pieces. Density of the departments of banks (including Sberbank), pieces. To 1 thousand families
Central 81  125  7  3,08
Northern  16  76  1  1,69
Northern- eastern  17  66  - 1,51
Eastern  16  69 2  1,39
Southeastern 8  63 - 1,66
Southern 14 85 -  1,74
Southwestern 13 69 -  1,64
Western 14 73 -  1,63
North Western 12  44  -  1,55
In all in Moscow 191 670  10  1,79

The comparison of the administrative divisions on the capacity of demand, from one side, and saturation by the subsidary network of potential competitors, with another, made it possible to unambiguously recommend northeastern region as the promising for positioning the branches of the "capital bank of economy". Can be rekomendovany also the southern and southwestern administrative divisions, which, in spite of somewhat higher density the arrangements of the subsidary network of bank- competitors, are separated by the highest demand of population for the services of banks.

The simultaneous calculation of the factors of the volume of potential effective demand and level of competition in the administrative divisions (sometimes acting directed differently) made it possible to isolate two promising regions: Northeastern and southern administrative divisions. Subsequently with the use of a concept "region" is understood the administrative division.

In the second stage of studies the detailed characteristics of the consumer demand of population for the bank products and the services in the most promising regions of Moscow, isolated during the first stage were obtained: Northeastern and southern administrative divisions.

In these regions in the second stage of field studies were interrogated more than 3 thousand respondents of the number of families with the average per-capita income during March 1994 not less than 400 thousand rub, which make decisions about the directions of the investment of free cash resources.

Let us most in detail examine the results of studies based on the example of data of southern administrative division. With information processing on the northeastern region analogous methods were used.

Evaluating the special features of effective demand for the bank products, let us note the following: with the overall demand for the depozitnye services of banks, equal to approximately 180 billion rub, or 60 billions. per month, demand for the currency deposits in the cost expression more than 1,4 times exceeds demand for the ruble deposits. However, the number of potential ruble depositors more than 3 times exceeded the number of currency. The hence average value of potential currency contribution was 4,4 times more than ruble (11,8 mln. rub against 2,7 millions. on the course 1 dollars, equal to 5000 rub), this testified about two phenomena: first, potential depositors, who are oriented to the currency economy, are more highly remunerative stratum of sociea, and, in the second place, depositors, who desire to diversify their investments into the ruble and currency deposits, they pack the large part of the means into the currency as the ensuring higher profitableness.

More than 44 thousand families in the southern administrative division were ready to open in April June 1994 the current nonbusiness accounts in the banks, moreover only 30% of families agreed to accomplish this operation by means of the acquisition of debit plastic map (Fig. 6). 20% more of families are intended to use credit cards. Thus, in the region half of the families of the potential users of the current nonbusiness accounts did not express the desire to in parallel acquire plastic maps. Among the municipal regions the greatest portions of demand for the discovery of the current nonbusiness accounts (not not compulsorily accompanying by the formulation of plastic map) were fixed in the regions "Orekhovo- Borisov southern", "chertanovo southern", but with the condition of the formulation of debit or credit card - into the "tsarina's" and The "nagatinskom creek".

Services on life insurance and health are intended to use more than 16 thousand families, moreover in the southern administrative division acts the same as in other regions, the tendency of the dependence of the number of potential clients on the number of those living in the municipal regions. Therefore the most populated regions here lead on the demand: "Orekhovo- Borisov southern" and "northern", "chertanovo is southern", and also "Nagatinskiy creek" and "tsarina's". Almost 2/3 respondents, who expressed the desire to conclude agreement on life insurance and health, as the sum of insurance indicated the value not more than 5000 dollars (Fig. 7).

Fig. 6. Structure of demand for the current nonbusiness accounts and the credit card in the southern administrative division

In the southern administrative division the relatively high demand of population for the services on the depository storage of values was observed. Entire by this service they expressed the intention to use 2,4% of families of region; however, their demand was evenly distributed along the territory of region, so that to indicate the most promising from the positions renderings of this form of services municipal regions is difficult.

Fig. 7. Structure of demand for the services on life insurance and health in the southern administrative division

For determining capacious from the overall demand for the bank services of the municipal regions, which are leaders on the joint potential effective demand of population for the bank products and the services, was used the analogous procedure of ranking on the criterion of the potential volume of profit, use earlier with the selection of purposeful administrative divisions.

However, the criterion of a potential volume of profit ("demand" X the "specific profitableness of service") at this stage of calculations underwent a certain correction. This was connected with the fact that some declared by respondents forms of guarantees under the consumer loans do not correspond in utilized or planned in the course of the next months to the use by forms of guarantee in the "capital bank of economy". Thus, for instance, from the demand for the credits was excluded the demand of those potential borrowers, who had intentions to use loans for the sum of more than 100 mln. rub (or 20 thousand dollars. in the currency), but proposed as the guarantee securities, automobile or jewelry articles. As a result the demand for the consumer loans on the basis of their real guarantee comprised in the southern administrative division of 151 billion rub. - more than 3 times less than it was initially established.

Calculations regarding the municipal regions in the southern administrative division most capacious on the demand showed that they lead on the capacity of the joint demand of region "tsarina's", The "nagatinskiy creek", "Orekhovo- Borisov southern" and "Chertanovo southern". However, the difference in the demand between the majority of the municipal regions of southern administrative division is so insignificant, that those indicated above adjoins the group of the regions approximately analogous in the revealed demand: "chertanovo is northern" (one of the highest demands in the southern administrative division for the depozitnye services), is "Orekhovo- Borisov northern", "Birhlevo- eastern", "Saburovo". By the basic services, which lead to obtaining by the bank of maximum volume they arrived, appeared the deposits and the drafts, which as a whole on the administrative division over the long term make it possible to obtain 36,5% of overall gross value of profit, and in the region "tsarina's" - 43,5, "nagatinskiy creek" - 31,6, "Orekhovo- Borisov southern" and "chertanovo southern" - on 38,9%.

Regions with unambiguously low on all positions demand for the bank services are "Paveletskiy", "out-of-town" and "Donskoy".

A study according to the estimation of the activity of the activity of bank- competitors in the selected regions and the analysis of their positions on the market for bank services were conducted after the selection of the most promising municipal regions. This analysis was conducted through the list of 28 banks - the most probable competitors of the "capital bank of economy", which was obtained during the first stage, and also To sberbanku.

In the southern administrative division to 85 branches Of sberbanka fall themselves 15 branches of other banks - basic competitors SBS. Table 3 characterizes the saturation capacious on the demand of the municipal regions of southern administrative division by the subsidary network of competitors.

Table 3
Saturation capacious on the demand of the municipal regions of southern administrative division by the branches SBS - competitors banks
Municipal region is  a quantity of branches  the number of branches to 1 thousand families a quantity of families of the investigated segment to 1 branch, thousand.  Rank of ponasyshchennosti
Tsarina's 7 0,16 1,54 1
Nagatinskiy creek 6 0,14 1,83 5
Orekhovo- Borisov Southern 8 0,14 1,73 4
Chertanovo Southern 8 0,15 1,69 2
Chertanovo Northern 6 0,14 170 3
YUAO 100 0,16 1,56 -

The saturation of the selected municipal regions by the subsidary network of competitors at the moment of interrogation approximately corresponded to average saturation in the southern administrative division, and into the "tsarina's" even it somewhat exceeded it. In the regions in question was noted the very high degree of the monopolism Of sberbanka. Only into the "tsarina's" was located the branch of bank "revival", in "northern Chertanove" - branch "promradtekhbanka" and actively worked with private individuals representation Of "kuban'bank", and in "Orekhovo- Borisov north" practically on the boundary with "Orekhovo- Borisov south" - branch "unikombanka".

From the positions of the analyzed indices of saturation is least attractive for positioning the new branches of banks was attractive the region "tsarina's", is most attractive - region "nagatinskiy creek".

On the sums of studies were revealed four potential places for the arrangement of the departments of the "capital bank of economy". The selection of places is produced taking into account the arrangement of the existing departments of bank- competitors, intensive of passenger flows and concentration of population.

As a whole on two administrative divisions being investigated it was rekomendovano open 7 departments.

Under the assumption that the conditions in the basic services (method of deposits, conducting the current nonbusiness accounts and the delivery of consumer loans) the "capital bank of economy" will approximately coincide with the conditions of competitors and, first of all, Sberbanka, the department of the "capital bank of economy" can obtain market share equal with other departments of competitors. However, the more advantageous conditions this fraction will increase taking into account the elasticity of demand with the assignment the "capital bank of economy" which will lead to an increase in the number of clients and cost volumes of the operations produced by them. The parameters of bank services recommended according to the results of a study made it possible to determine the market share, which it can engage in this region "capital bank" of economy ", and the respectively tentative characteristics of the activity of the departments of bank in each of the proposed points. The potential number of clients of departments and the number of their possible rotation in the course of three months was established for this on the basis of the market share. After the establishment of the total number of bank operations in the department (by division of this index into the number of workers it is hour in the course of three months, and also to the per operation labor expense) there was obtained necessary number of operating- cashbox places in the department.

The revealed demand for each of three is specific services (deposits, the current nonbusiness account, credits) was multiplied by the specific profitableness of service. Obtained thus index of the planned profit was compared with the capital and current expenditures in the annual calculation, from where was determined the tentative payback period each of the proposed departments (table 4).

Table 4
Parameters of the planned to the discovery departments SBS the periods of their compensability
Municipal region is market share with the condition of the rendering of services on the recommended rates, % the necessary number of cashbox operating places in the branch SBS the payback period, months 
Deposit is the current nonbusiness account
Nagatinskiy creek 38 60 5 15
Orekhovo- Borisov Southern 15 47 4 20
Chertanovo Northern 23 37 2 23

The realization of the results of a marketingovogo study required conducting the active advertising campaign, whose basic optimum parameters were revealed according to the data of the answers of respondents.

The generalization of data on the obshchemoskovskoy advertising audience with respect to the most effective channels of the advertisement of bank services showed that the television is the traditionally most popular source of obtaining information for the population, that noted more than 32% respondents, and the leading channel - NTV (31% of those interrogated). The most convenient time of the advertisement, build it the artistic films, which go according to the program NTV, during the everyday days - 21.00-21.30 noted 36% of interrogated respondents. Is somewhat less audience into 20.00-20.30 and 21.30-22.00 - 30%. During the weekends about 34% of viewers look television programs and are ready to accept advertisement in the daytime - from 10.00 to 18.00.

The specialized advertising newspapers are the second on the popularity source of advertising information for the population: this first of all the free newspapers "extra M" and "center is plus". This they indicated to 26,5% of respondents. This is new phenomenon, since the analogous demands, carry ouied half a year ago, this fact did not fix.

Other newspapers as the source of advertising information preferred 12% of Muscovites, 30% of whom indicated the newspaper "Moscow Komsomol member". The channels of advertisement can be also the journals "money" and "kommersant" ". Moreover on the scope of advertising audience the journal "money" is inferior only to four leading tv programs and newspaper "Moscow Komsomol member", anticipating all channels of radio and other publications.

The sufficiently large category of the respondents (more than 13%) indicated as the convenient for themselves "nonformal" information channels: opinion and the councils of friends, familiar, relatives, the boards of specialists in the media. This to a certain degree testifies about the crisis of confidence of population in traditional advertisement because of a sufficiently large quantity of unconscientious advertisement.

According to the results of the conducted marketingovogo investigation was begun organizational work on the discovery of three branches of the "capital bank of economy" in the southern administrative division. The subsequent monitoring of situation on bank the products being investigated must show the correctness of recommendations regarding the development of bank services and the development of subsidary network, about which will testify the more acceleration rates in the attraction of the means of private individuals in the "capital bank of economy" to the deposits and first of all currency deposits, debit cards. The indirect result of the conducted investigation is the fact that the indices of the dynamics of an increase in the contributions of population to "capital bank" of economy "were above the analogous indices of basic bank- competitors and it is higher than the average indices of business banks in 1995 more than 8 times. In 1995 SBS it became the second after Sberbanka financial establishment for the number of particular clients.