Comparative marketing strategy of Everest bank limited and Sanima bank limited

Abstract

This dissertation explores and compares the marketing strategies employed by Everest Bank Limited and Sanima Bank Limited, two prominent commercial banks operating in Nepal. The study aims to analyze how each bank designs, implements, and adapts its marketing initiatives to attract and retain customers in a competitive financial environment. The research focuses on key elements of the marketing mix—product, price, place, promotion—as well as modern digital marketing practices, branding efforts, and customer relationship management. Primary data were collected through customer surveys and interviews with bank officials, while secondary data were obtained from bank reports, official websites, and published articles. The study also incorporates a SWOT analysis to evaluate the internal strengths and weaknesses, along with external opportunities and threats faced by both institutions. The comparative analysis highlights the differences in strategic approaches, such as Everest Bank’s reliance on traditional marketing and brand legacy versus Sanima Bank’s inclination towards digital engagement and customer-centric innovation. Findings indicate that while both banks are effective in their respective strategies, a more integrated approach combining traditional and digital techniques could enhance market reach and customer satisfaction. The study concludes with practical recommendations for both banks to optimize their marketing efforts in light of evolving customer preferences and technological advancements.