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Student
Title
Supervisor
Faculty
Educational Programme
Final Grade
Year of Graduation
Ekaterina Solov`eva
Marketing content of Rosbank crowdsourcing platform
Faculty of Management
Master’s programme
2014
Modern economy is a complex and multi-sided mechanism with different degrees of the development of its sectors. Market players use a great number of various techniques and marketing development activities to strengthen their positions on the market. In banking most customers are served in several banks at the same time. Therefore the main goal is not just to attract customers, but also to make them conduct most of their transactions at a particular bank. Establishing good and close connections between the bank and the clients would facilitate this task. Customers, participating in the projects of creating value, are willing to share their ideas, suggestions and problems and if the company is ready to listen to them, its competitive advantage will increase. Participants' enthusiasm is fueled not only by moral satisfaction or desire to see their ideas put into action, but also the opportunity to get some benefits or money rewards. To strengthen competitive positions on the market JSCB ROSBANK has launched the project of developing a crowdsourcing platform. Within this research the recommendations on the marketing filling of this platform are to be developed. The following research problems are solved: • What projects of creating shared value are used by different companies? • How do the companies attract clients? • What are the incentives for the clients to take part in these projects? • What are clients' expectations of the "ideal" crowdsourcing project? • Are people prepared to participate in the projects of creating shared value in banking? The research was carried out with the help of an online survey. The target audience of the research is men and women aged 21-35 as the main audience chosen by the bank for this kind of project. All the participants are supposed to be customers of one of the banks. The questionnaire was distributed through social networks, including the groups devouted to the projects of creating shared value in russian banks. 203 participants were selected. In the course of the research the following results have been obtained: • A crowdsourcing platform must be placed on a separate website, though its name should be associated with the bank-development • A website indexing • Easy registration. Log-in through social network accounts is advantageous • High degree of integration with social networks. • Simple and detailed system of clients' rewards • Private messages inbox. • Rating of the ideas and users • Profiles of the bank emploees taking part in discussions For the majority of the participants social and educative-psycological factors turned out to be more important than financial ones. 62,75% of participants who are ready to take part in a crowdsourcing project are prepared to make suggestions about how to improve the existing products and services.

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