A bank is a market institution which aims at achieving the best possible compatition possition within the financial market. Within a strong financial competition the only banks that survive are the ones which have a good product. Bank product is intended for a client as well as, satisfying their needs. A banking product, like any other, is preceded by market research, and thereafter marketed with full promotional support. The innovation strategy for banking product assortment is an essential part of banks’ business and development strategies. Transformed banks in Serbia have endorsed this concept, and keep enhancing the assortment of banking products in each segment of business. The Serbian banks’ planning of banking “productive” activities is becoming the basis for a strategic approach to the profit-based development.