Introduction - Genossenschaftsverband Bayern

Stadtwerke München (Munich Municipal Utility) and the municipal
hospitals in order to offer provision products through them.
Savings banks recognise their own weakness in marketing. Therefore,
they look for better sales personnel. Existing customer contacts
are not utilised sufficiently to sell additional products. Marketing
staff shall be trained gradually to become full-blooded salespersons.
Savings banks consider their holistic approach an advantage in comparison
to e. g. direct banks. They offer products for all customer
groups for all circumstances and situations. This encompasses both
private and commercial customers. With this approach, they hope to
increase sales of all products distinctly during the coming years.
3 Private full banks
The following big German banks are counted among the most important
full banks: Deutsche Bank, HypoVereinsbank, Dresdner Bank,
Commerzbank and Postbank. As in the past, their business focus
(except Postbank) is set on the high-margin clientele as can be shown
from the following statistics.
About 28 per cent of all higher-income households (net income
per household around 85,000 Euro) in Southern Germany keep their
main account with one of the big German banks. Volksbanks and
Raiffeisenbanks reach a lower level of only one fourth. The same is
reflected by market penetration. In the higher-income customer segment,
big banks have a market penetration of 70 per cent. Cooperative
banks reach about 40 per cent. When looking at market penetration
of the whole private customer segment, the tendency is
reversed. Here, big banks only have about 22 per cent whereas cooperative
banks reach a value of one third. That shows: big banks put
special attention on wealthier customers. Another indication is their
over proportional market share of more than 34 per cent of the customer
deposit volume in Bavaria, which is higher than of savings
banks and cooperative banks.
2 Savings banks
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