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