Abstract
Deutsche Bank is a German bank, which was founded in 1870 in Berlin. Now, the bank has its registered office in Frankfurt am Main and is under the management of Josef Ackermann. Deutsche Bank is the most important bank in Germany, and the seventh in Europe, in terms of equity (2007). The subsidiaries of Deutsche Bank are present in more than 75 countries and the most important are in London, New-York and Singapore. (Annexes: figures 1 and 2 about Deutsche Bank's organization and Deutsche Bank's presence all around the World)
Our topic is about premium services and particularly these ones in Deutsche Bank. We wrote a short presentation about Deutsche Bank, so let's define briefly what a premium service is. A premium service is an offer strategy which combines two major dimensions: a tariff policy and a product or brand policy. A tariff policy aims at the heart of the market but which is not meant to be situated in the lower prices. A product or brand policy has the goal to improve the image of superior advantages, such as the quality, the performance or the band image. These strategies try to take important market shares by stressing a lot of benefits of the offer instead of proposing lower prices.
As far as today, the premium services in the financial sector, but also in the other sectors are still in the expansion phase. That's the reason why we will, in a first part, focus on the premium services market in the financial sector, but particularly in the retail banking branch. In a second part, we will talk about the questionnaire that we submitted to 50 persons of the German Nationality who are clients of different banks in order to understand what people think when we are speaking about premium services and in order to know what a bank can change in order to attract more clients for the premium services and products offers.
