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Group No. 10
Shailaja Menon Gautam Prabhukeluskar Komilla Harry Anish Patel Aparna Kanchugar Vinay Shriyan Roll No. 24 Roll No. 58 Roll No. 10 Roll No. 34 Roll No. 14 Roll No. 61
The Industrial Credit and Investment Corporation of India Limited incorporated at the initiative of the World Bank, the Government of India and representatives of Indian industry, with the objective of creating a development financial institution for providing medium-term and long-term project financing to Indian businesses. ICICI Bank set up.
1997 : 1998 : 2000 : The name The Industrial Credit and Investment Corporation of India Ltd changed to ICICI Ltd. Introduced the new logo symbolizing a common corporate identity for the ICICI Group. ICICI Bank became the first commercial bank from India to list its stock on NYSE. ICICI Ltd merged with ICICI Bank Ltd to create India¶s second largest bank in terms of assets. ICICI Bank set up its first ever offshore branch in Singapore. ICICI Bank became the market leader in retail credit in India. ICICI Bank raised Rs 20,000 crore (approx $5 billion) from both domestic and international markets through a follow-on public offer.
2002 : 2003 : : 2007 :
venture capital and asset management. life and general insurance. subsidiaries and affiliates in the areas of personal banking.Corporate v/s Brand strategy Corporate strategy ± To leverage the ICICI franchise to service all product portfolios in the financial sector ICICI Group offers a wide range of banking products and financial services to corporate and retail customers through a variety of delivery channels and through its specialised group companies. . investment banking.
2008. It has a comprehensive product portfolio catering to all corporate and retail insurance needs and covers Home / Motor / Overseas Travel Insurance etc. health and pensions products.308 branches and 3. The Bank has a network of about 1.950 ATMs in India and presence in 18 countries (as on March 2008).Corporate v/s Brand strategy Corporate strategy ICICI BANK is India's second-largest bank with total assets of US$ 100 billion at March 31. ICICI Lombard General Insurance is the largest private sector general insurance company. ICICI Prudential Life Insurance Company is the largest private sector life insurance company offering a comprehensive suite of life. .
547. real estate and mezzanine financing.Corporate v/s Brand strategy Corporate strategy ICICI Prudential Asset Management is the second largest mutual fund with asset under management of Rs. It has several "firsts" to its credit in the Indian Private Equity industry.2% as on March 31. . ICICI Venture is one of the largest and most successful private equity firms in India with funds under management in excess of USD 2 billion. Its investment focus areas span across private equity. buyouts.74 billion and a market share of 10. 2008.
2001 : Safer. Smarter (making foray into retail) 2003 : Hum Hain Na (Beyond Just banking) 2005 : Opportunities Unlimited 2008 : Power of Belief (in wake of the Financial crisis ) .Corporate v/s Brand strategy Brand Strategy Shedding its image of an Financial institution ««. Simpler.
Corporate v/s Brand strategy Brand Strategy ICICI Bank ± Brand Values Trustworthy Customer-centric Friendly Technologically driven World Class Modern .
The individual in the logo also symbolises the strong human focus of the group. whether it be in the form of reaching out to a shareholder or individual customers. which is indispensable to further progress. The logo depicts a dynamic individual with drive and conviction and personifies the human capital of this company. a position that the Group has always strived to achieve. The ³I´ in the logo also stands for ³numero uno´. It also lends itself to representing the µICICI¶ name.Brand Identity ± Corporate Identity The Corporate Identity of a company can truly be said to be a symbol of the values that the company stands for. I Man .
The Colour of Dynamism An organisation. professionalism and ethics.Brand Identity ± Corporate Colours The Corporate colours reflect ICICI Group¶s core values.The colour of Trust and Depth Trust brought about by the security of knowing that you are dealing with an organisation that brings to you expert knowledge. Blue . Maroon . responsive to market conditions & customer needs. Breaking new ground in finance and banking solutions.. .The colour of Warmth An organisation that goes beyond the basics to understand its customers and provide them with products and services with a view to building lasting relationships. Orange . a high level of commitment.
Electric Orange .The colour of Ethics An organisation which has set for itself high standards of corporate governance standards which guide its professionals who are committed to the highest levels of integrity and work ethics. An organisation that is responsive to customer needs and provides value by delivering it. White . .The colour of Dynamism Brighter & Sharper.Brand Identity ± Corporate Colours Grey .The colour of Stability A stabilty brought about by an outstanding track record of over 50 years of banking and finance.
Information Technology Act 2000 4.Cable Television Networks (Regulation) Act.The Indian Penal Code criminalizes speech that is defamatory.SEBI ( Disclosure and Investor Protection) Guidelines 7.Copyright Technology Act 2000 3. 1986. 8.Trademarks Act 1999 2. 9.Prevention of Insults to National Honour Act 1971 6.ASCI Guidelines .Emblems and Names (Prevention of Improper Use) 5.The Indecent Representation of Women (Prohibition) Act.Brand Identity ± Conformity to statutes All marketing communication from ICICI Group¶s should conform to the guidelines laid down in the following Acts. 1995. 1. 10.
Brand Identity ± Editorial Ambience The ICICI brand should appear on all media ± TV. 3. 7. ICICI as a brand will not be featured on any editorial content that falls under any of the following categories: 1. 5. Online. 6. Horror and related genres. High levels of violence in content 4. controversial or speculative. Anything which could be considered disrespectful or derogatory to the consumer. Sexually explicit and can be deened to be vulgar in content 2. Anything which is denigrating to any religion or regional community. Anything which is in the nature of being sensational. Print. . Slapstick humor in content. only after taking into consideration the editorial ambience of the same. Outdoor. etc.
Firms) Savings-bank Account facility (Retail Cusomers) Fixed deposit / Recurring deposit Account facility Loans & Advances .5 Levels of Product v/s.Commerce (Trade and Aids to Trade) Banking is 1of the 6components of Aids to trade . Brand Core Benefit Level The fundamental need / want that consumers satisfy by consuming the product or service. Banking Facilitates .Savings in the Household sector Bank providing Commercial Banking (Trade and Industry) Current Account facility (Corporates and SME¶s.
Basically a no-frill version of the product that adequately performs the product function. Brand Generic Product Level A basic version of the product containing only those attributes or characteristics absolutely necessary for its functioning but with no distinguishing features.5 Levels of Product v/s. Bank providing Money Transfer (Outstation cheques / DD ) Locker Facilities Execution of Standing Instructions Cash credit / Overdraft Letters of Credit Foreign Exchange .
Core Banking (as against branch banking) . Brand Expected Product Level A set of attributes or characteristics that buyers normally expect and agree to when they purchase a product. Computerised Operations Dematerialisation Services (Demat) Sufficient location and geographies where ATM¶s are available or a Tie-up with other banks for sharing such facilities. Bank providing ATM Card / Debit Card / Credit Card.5 Levels of Product v/s. . Home Loans / Car Loans / Personal Loans etc.
Brand Augmented Product Level Includes additional product attributes. ICICI Bank Exhibiting Professionalism and Work-culture similar to a foreign bank Has harnessed Information Technology to its advantage Customer care / IVR Banking (24 X 7 helpline) Mobile Banking Internet Banking Corporate Net Banking NRI Services . benefits. or related services that distinguish the product from competitors.5 Levels of Product v/s.
Home Loans / Car Loans / Personal Loans etc.Custodial Services . Brand Augmented Product Level ICICI Bank ± .5 Levels of Product v/s.Gold Bars / Coins .Online trading of stocks .Foreign Exchange Services . .Cross Selling of other financial Products / Asset Classes : .Property Solutions (µHome Search¶ aimed at NRI¶s) .Pre-Approved .Wealth Management .Mutual Funds & Other Investment Products (Bonds) .Insurance Plans .Customer Education Series .
Brand Potential Product Level Augmentations / transformations that product might ultimately undergo in future.5 Levels of Product v/s. / E-Returns .Customised Reporting : for meeting client requirements . No.Dedicated Client Relationship personnel to all customers .Taking Tax Planning to the Customisation Level ± .N.Leveraging Technology to the maximum .A¶s domain) .A. ICICI Bank providing ± ³b2´ ± Branchfree Banking ± India¶s First Fully On-line Bank from ICICI (No chequebook.P.Computation of Tax Liability of Individual Assessees and Tax Planning (Hitherto an Income-Tax Practioners¶ or C.Linking the Account to the Income Tax . zero minimum balance. zero hidden charges) .
a bank which started nearly 200 years ago .Positioning Billion Dollar Question in 2006 - ³Which is India¶s Largest Bank ?´ SBI . -assets of $ 126 billion (Dec 2005) -network of 13.known as the banker to the government. .813 branches ICICI ± closest competition ± a distant second ± assets of $42 billion (Dec 2005) ± network of 1400 branches.the Big Daddy of Indian banking .continues to be more than 50 % owned by the RBI .
Positioning Measuring Perception .
Positioning Surprisingly Insecure Instead of correcting the picture.Diffident or suffering from inferiority complex .Losing their nerve and their confidence . was the question which was being asked µSurprisingly SBI¶ campaign made India¶s largest bank appear as if they are . it shows SBI in bad light. Why are SBI investors not suing the management.
to a very diverse customer base encompassing people from all sections and life-stages. complimenting the brand values: Towering personality Perceived as trustworthy Impeccable lineage Mrs." . Bachchan's universal appeal will help us to effectively communicate our brand message -. Chanda Kochhar. SuperStar 'Amitabh Bachchan' as the Brand ambassador .Positioning To Dominate Retail Business & Customers¶ Mindshare in India In 2001 ± 03. the then Senior General Manager said. simpler and smarter to transact with ICICI -. "Mr.that customers will find it safer.
Lalita D Gupte said that the bank's association with SRK. "Having established our leadership in the retail business over the last five years. signed up Bollywood superstar ShahRukh Khan as its global brand ambassador. the bank said in a statement. the bank is now poised to scale new heights in the global arena" ICICI Bank MD & CEO KV Kamath said. ICICI Bank Joint MD.. whose global popularity has been increasing. ICICI Bank Limited. SRK¶s image and popularity with the NRI segment will further reinforce ICICI Bank's global identity. brings synergy to the bank's growing global presence.Positioning Reaching out to the Global Indian In 2006. .
Car. Business. SME¶s) Cross selling of financial products NRI Banking Computerized operations & Core banking . Term loans) Cards (Credit / Debit) ATMs Forex and trade services Wholesale banking (corporates.Points of Parity & Points of Difference Points of Parity Complete banking solution. Personal. providing Accounts and deposits Loans (Housing.
fully networked through V-SAT (Satellite) technology. and a prelude to banking in the next millennium. Professionalism and Foreign bank-like look & feel All encompassing: For the Classes as well as the Masses .Points of Parity & Points of Difference Points of Difference Technology: Right from the beginning the bank has harnessed technology to its advantage.The branches are fully computerized with state-of-the-art technology and systems. The Bank is connected to the international SWIFT network since March 1995. ICICI Bank's Infinity was the first Internet banking service in the country.
Points of Parity & Points of Difference Points of Difference (continued) Size : It has a huge balance sheet which it can leverage. 3950 ATMs (March 2008) Customer focused : Customer education & awareness drive for Safe Banking Gaining global presence Green products and services : GO GREEN initiative . Reach : 1308 branches.
Direct Mailers .Brand Communication Apart from the regular Television Commercials and Newspaper Advertisements. ICICI Bank has also used the following communication lines : .Awards and Recognition .Customer Education Series .In-film placement / promotion .Management Speak .Impeccable Placement .
Brand Communication Impeccable Placement KBC's celebrity anchor Amitabh Bachchan hands over an ICICI cheque of Rs 1 crore to winner Harshvardhan Nawathe Placement of ICICI Bank in Kaun Banega Crorepati ICICI found the right opportunity at the right time. that too at Prime Time .
Brand Communication Impeccable Placement End result : One of its kind leverage that draws the maximum attention subtly without being in your face. . ICICI Bank brand name and logo on clear display all through while you get none other than Amitabh Bachchan to put his graphologically perfect signature in the viewers' full and unhindered view! Perhaps. Bachchan signing the same cheque in a regular TVC would not have carried the same subconscious effect that it did in KBC. The bank enjoyed a never before leverage every time Bachchan fished out a cheque to sign it and then hand it over to the eager KBC participant.
Brand Communication In-film placement / promotion In-film placement / promotion of ICICI Bank in the Hindi movie Baghban. . where Amitabh Bachchan.(also the then Brand Ambassador )plays the role of an ICICI Bank manager.
Brand Communication Direct Mailers A Special Business unit in ICICI Bank effectively scrutinizes its MIS and database. It works out offers and sends these DMs to only to those who are eligible and are most likely to go for such an offer .
SMEs.Brand Communication Awards and Recognition In Dec 2004 ICICI Bank had announced the launch of Emerging India Awards The awards have been instituted to recognise the best sustainable value creators among Small and Medium Enterprises . .
Brand Communication Customer Education Series First of its kind initiative in the area of customer education Focus on peoples financial rights and needs Ensures that consumers make prudent financial decisions and are aware of the options. capabilities and rights .
.Brand Communication Management Speak Certain occassions have demanded that the Senior Management of ICICI Bank address the media to put to rest certain rumours that were floating around so that the confidence of all stakeholders would be restored.
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