The total amount of expenses of the top-10 second-tier banks of Kazakhstan on advertising and marketing following the first quarter of 2018 was 1.9 billion tenge, that is by 5.1% less that over the same period of the previous year. Half of the largest second-tier banks (according to asset volumes) have decreased their expenses on promoting services, finprom.kz.
The leader in the amount of expenses on advertising and marketing among the largest second-tier banks was Kaspi Bank – 628 million tenge (442 million tenge a year ago). The second was the National Bank, advertisement expenses have increased by more than 3 times – from 125 to 412 million tenge. The top three leaders in investment in promoting banking services also includes Qazkom, which at the at the merging process by Halyk Bank - 241 million tenge, that is by 51.8% less that a year ago – 500 million tenge.
Despite the huge expenses of the banks on advertising and marketing, their share does not exceed 5% of the total operational and administrative expenses.
So, for instance, operational expenses of the leader – Kaspi Bank – following the 1st quarter of 2018 is 13.9 billion tenge, and the share of expenses on advertising – 4.5%. Then, Halyk Bank, with administrative expenses for 36.1 billion tenge, of which, the share of advertisement expenses is 1.1%. Qazcom for January-March of 2018 has spent 14 billion tenge on operational expenses, and the share of marketing expenses is 1.7%.
Despite the common reduction of expenses on advertising and marketing, the income of the first top banks for the first quarter of the present year has increased by more than 3 times (125 billion tenge) regarding the same period of the previous year – 58.8 billion tenge.
The leader in the income increase is RBK Bank, the net income of which has increased by 8.4 times year-by-year from 2.6 to 21.8 billion tenge.
Sberbank with minimum expenses on advertising (regarding to the top-10 second-tier banks) has increased by 7 times, from 3.7 to 25 billion tenge. The third one among those that maximally increased their income is Qazcom – from 6.9 to 32.9 billion tenge, despite a double reduction of expenses on advertisement and marketing.
At the same time, the maximum income in monetary terms is observed in Halyk Bank – 57.7 billion tenge (34.9 billion tenge a year ago).
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