Investing the pink marketing strategy in achieving the bank’s marketing objectives

Abstract

The modern marketing concept focuses considerably on the customer, especially women, as they are the main pillar on which this concept depends, as they are the main partner in the activities of marketing institutions, including banking institutions. This research aims to highlight the impact of the pink marketing strategy in achieving the marketing objectives of banks. To reach the required goals, 60 women were selected as a sample of the clients of Al-Ahly Bank of Baghdad branch (Bagdad Private Bank), and a questionnaire form designed by the researcher was distributed to them, which included (49 questions). The descriptive exploratory approach was employed based on the survey of opinions through the questionnaire, where the primary data was analyzed using the spss statistical program to analyze the data, leading to its results in reaching a number of conclusions, including that the banks tend to adopt the pink marketing strategy by relying on the pink physical environment and improving it through the element Pink human, pink product promotion, pink service, pink distribution and price. Also there is an effect of the pink marketing strategy in achieving the marketing objectives of the banks .