Segmenting the Market: A Review of Marketing Trends in French Retail Banking

Abstract

Reviews the current transition in French retail banking from oligopolistic power and strict state control towards a greater marketing orientation and competitive challenges. Drawing on research including interviews with French marketing practitioners, identifies a number of trends in marketing practice – the expansion and targeting of products and distribution channels, packaging products and “personalizing” services. Illustrates the centrality of market segmentation to these practices by the use of a case study company, Credit Agricole. Focusing on the organization′s use of a psychographic study on European lifestyles, shows segmentation to be a core strategic tool in a changing society and competitive marketplace. Concludes by noting the parallels between developments in France and elsewhere, but also highlighting the application of marketing in particular economic and cultural contexts. In addition, identifies some possible dangers with targeting and “courting” particular consumer segments with a “personalized” service.

Citation

Sturdy, A. and Morgan, G. (1993), "Segmenting the Market: A Review of Marketing Trends in French Retail Banking", International Journal of Bank Marketing, Vol. 11 No. 7, pp. 11-19. https://doi.org/10.1108/02652329310046250