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  • July 1993 (Revised November 1993)
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European Bank for Reconstruction and Development: Marketing Strategy for the Debut Bond Offering

By: Jeffrey F. Rayport
  • Format:Print
  • | Pages:22
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Abstract

The European Bank for Reconstruction and Development, the first supranational financial institution of the post-Cold War era, is planning its debut in the international capital markets through a bond issuance of $500 million. The bank must determine its marketing strategy for the offering on two levels--positioning of the institution and of the bond offering itself. Integral to the marketing task is the selection of a lead manager, who will determine the marketing mix. The mix decisions involve determining product (currency, maturity, coupon), pricing (yield), promotion (road shows and media relations), and distribution (formation of the syndicate). In addition, the lead manager will need to select appropriate target markets (retail and institutional investors), along with overall positioning for the institution.

Keywords

Bonds; Marketing Strategy; Capital Markets; Banks and Banking; Banking Industry; Europe

Citation

Rayport, Jeffrey F. "European Bank for Reconstruction and Development: Marketing Strategy for the Debut Bond Offering." Harvard Business School Case 594-005, July 1993. (Revised November 1993.)
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About The Author

Jeffrey F. Rayport

Entrepreneurial Management
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