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74 billion (US$ 76 billion) at September 30, 2009 and profit after tax Rs. 19.18 billion (US$ 398.8 million) for the half year ended September 30, 2009. The Bank has a network of 1,588 branches and about 4,883 ATMs in India and presence in 18 countries. ICICI Bank 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 subsidiaries and affiliates in the areas of investment banking, life and non-life insurance, venture capital and asset management. The Bank currently has subsidiaries in the United Kingdom, Russia and Canada, branches in United States, Singapore, Bahrain, Hong Kong, Sri Lanka, Qatar and Dubai International Finance Centre and representative offices in United Arab Emirates, China, South Africa, Bangladesh, Thailand, Malaysia and Indonesia. Our UK subsidiary has established branches in Belgium and Germany.
ICICI Bank‟s equity shares are listed in India on Bombay Stock Exchange and the National Stock Exchange of India Limited and its American Depositary Receipts (ADRs) are listed on the New York Stock Exchange (NYSE).
ICICI Bank was originally promoted in 1994 by ICICI Limited, an Indian financial institution, and was its wholly-owned subsidiary. ICICI‟s shareholding in ICICI Bank was reduced to 46% through a public offering of shares in India in fiscal 1998, an equity offering in the form of ADRs listed on the NYSE in fiscal 2000, ICICI Bank‟s acquisition of Bank of Madura Limited in an all-stock amalgamation in fiscal 2001, and secondary market sales by ICICI to institutional investors in fiscal 2001 and fiscal 2002. ICICI was formed in 1955 at the initiative of the World Bank, the Government of India and representatives of Indian industry. The principal objective was to create a development financial institution for providing medium-term and long-term project financing to Indian businesses. In the 1990s, ICICI transformed its business from a development financial institution offering only project finance to a diversified financial services group offering a wide variety of products and services, both directly and through a number of subsidiaries and affiliates like ICICI Bank. In 1999, ICICI become the first Indian company and the first bank or financial institution from non-Japan Asia to be listed on the NYSE.
After consideration of various corporate structuring alternatives in the context of the emerging competitive scenario in the Indian banking industry, and the move towards universal banking, the managements of ICICI and ICICI Bank formed the view that the merger of ICICI with ICICI Bank would be the optimal strategic alternative for both entities, and would create the optimal legal structure for the ICICI group‟s universal banking strategy. The merger would enhance value for ICICI shareholders through the merged entity‟s access to low-cost deposits, greater opportunities for earning fee-based income and the ability to participate in the payments system and provide transaction-banking services. The merger would enhance value for ICICI Bank shareholders through a large capital base and scale of operations, seamless access to ICICI‟s strong corporate relationships built up over five decades, entry into new business segments, higher market share in various business segments, particularly fee-based services, and access to the vast talent pool of ICICI and its subsidiaries. In October 2001, the Boards of Directors of ICICI and ICICI Bank approved the merger of ICICI and two of its wholly-owned retail finance subsidiaries, ICICI Personal Financial Services Limited and ICICI Capital Services Limited, with ICICI Bank. The merger was approved by shareholders of ICICI and ICICI Bank in January 2002, by the High Court of Gujarat at Ahmedabad in March 2002, and by the High Court of Judicature at Mumbai and the Reserve Bank of India in April 2002. Consequent to
Coupled with convenience of networked branches/ over 1800 ATMs and facility of E-channels like Internet and Mobile Banking. Banking is a serious business.the merger. DEPOSITS: ICICI Bank offers wide variety of Deposit Products to suit our requirements. ICICI Bank brings banking at your doorstep. Flexibility. Young Stars: It‟s really important to help children learn the value of finances and money management at an early age. Fixed Deposits: Safety. . Senior Citizen Services: The Senior Citizen Services from ICICI Bank has several advantages that are tailored to bring more convenience and enjoyment in your life. the ICICI group‟s financing and banking operations. 7P‟s of Marketing of ICICI Bank: PRODUCT MIX: 1. have been integrated in a single entity. both wholesale and retail. Savings Account: ICICI Bank offers a power packed Savings Account with a host of convenient features and banking channels to transact through. Liquidity and Returns!!!! A combination of unbeatable features of the Fixed Deposit from ICICI Bank. but we make banking a pleasure and at the same time children learn how to manage their personal finances.
INVESTMENTS Along with Deposit products and Loan offerings.Recurring Deposits: Through ICICI Bank Recurring Deposit you can invest small amounts of money every month that ends up with a large saving on maturity. You can access your accounts at over 500 networked branches across the country. As an organization. Roaming Current Account: Only Roaming Current Account from ICICI Bank travels the distance with your business. Bank @ Campus: Thanks to bank@campus. So you enjoy twin advantages. ICICI Bank Salary Account: is a benefit-rich payroll account for Employers and Employees. 2.affordability and higher earnings. child can now surf the Net and access all the details of his / her account at the click of a mouse! No need to visit the bank branch at all. ICICI Bank assists you to manage your finances by providing various investment options such as: ICICI Bank Tax Saving Bonds Government of India Bonds Investment in Mutual Funds Initial Public Offers by Corporate Investment in “Pure Gold” . you can opt for our Salary Accounts to enable easy disbursements of salaries and enjoy numerous other benefits too.
LOAN a) Home Loans b) Personal Loans c) Car Loans d) Two Wheeler Loans . Thus. ANYWHERE BANKING ICICI Bank is the second largest bank in the country. one can access the various services ICICI Bank has to offer at anytime. 4. It services a customer base of more than 5 million customer accounts through a multi-channel access network. anywhere and from anyplace. over 1800 ATMs. This includes more than 500 branches and extension counters. Foreign Exchange Services Senior Citizens Savings Scheme. Call Centre and Internet Banking. 2004 3.
DEMAT SERVICES .e) Commercial Vehicle Loans f) Loans against Securities g) Farm Equipment Loans h) Construction Equipment Loans i) Office Equipment Loans j) Medical Equipment Loans 5. CARDS a) Credit Card b) Debit cum ATM Card c) Travel Card 6.
ICICI Bank Mobile Banking enables you to bank while being on the move. NRI SERVICES ONLINE MONEY TRANSFER facility available to NRIs worldwide through www. 8. e-Instruction facility – facility to transfer securities 24 hours a day. to handle all queries.money2India.com at the click of a button! Benefits: . MOBILE BANKING With ICICI Bank. Corporate benefit tracking. banking is no longer what it used to be. In their continuous endeavor to offer best of the class services to our customers we offer the following features: Digitally signed transaction statement by e-mail.ICICI Bank Demat Services boasts of an ever-growing customer base of over 7 lacs account holders. 7 days a week through Internet Interactive Voice Response (IVR) at a lower cost. Dedicated specially trained customer care executives at their call centre. Credit Card and Demat customers. 7. ICICI Bank offers Mobile Banking facility to all its Bank.
Thus while deciding the price mix customer services rank the top position. Also the quality of service provided has direct relationship with the fees charged. The RBI and the IBA are concerned with regulations. FREE Money transfers into accounts with over 30 banks in India Demand Drafts issued and payable at over 1250 locations in India ONLINE Tracking of the status of your funds SUPERIOR Exchange rates OFFLINE MONEY TRANSFER facility is also available across geographies through Local branches and in association with partner banks/ exchange houses. . The pricing policy of a bank is considered important for raising the number of customers‟ vis-à-vis the accretion of deposits. The rate of interest is regulated by the RBI and other charges are controlled by IBA. PRICING MIX: The pricing decisions or the decisions related to interest and fee or commission charged by banks are found instrumental in motivating or influencing the target market.
the strategy is concerned with interest and fee charged and the second strategy is related to the interest paid.” Some considerations for loan and deposit pricing are: Related income taxes Earning assets to total assets Equity-to-asset ratio Pricing for the activities and risks associated with the product Asset and liability mix . it is important that banks attempt to establish a correlation between two. Since both the strategies throw a vice. Pricing Bank Products Starts With Three Basic Questions.fold strategies.The banking organizations are required to frame two. First.versa impact. It is essential that both the buyers as well as the sellers have feeling of winning. What rate does the bank need to meet its financial objectives? The answer is. 1. “it depends.
this is relevant in loan pricing. Generally speaking. the Internet. Likewise. and a healthy asset and liability mix to change your required pricing. Customers will generally press for some price concessions in consideration of other relationships they have with the bank. You can do all the math you want to determine required pricing points. The fact is. banks can afford to be more competitive on certain deposit products if they have fewer maturities in a particular timeframe or less total outstanding balances in a product line. banks operating with higher loan-to-asset ratios are able to afford to pay more for deposits. . there are the mortgage bankers. What is the market rate for the core product? Customers have more distribution channels available to them today than at any other point in history.Another element to consider in the pricing of earning assets is the risk of loss. You need the right balance of fee income. its share of the market will likely dwindle as existing and prospective customers find alternative providers. The point is. the competitive marketplace always ensures that if a financial institution is charging too much for loans or paying too little for deposits. and a host of other financial service providers competing for your customer‟s loan and deposit business. the number of bank locations has increased 20%. What would the bank have to do to sales and operations to make its rates the most competitive in its market? Pricing is a key issue for the associates who sell bank products to your customers. Most notably. 3. your market share will shrink. and people dealing with depositors want to pay the highest rates. Many banks assign a risk weighting to individual loans over a certain size or based on loan type and assign a credit risk charge based on those ratings. lenders want the lowest rates. Asset and liability mix also impacts pricing results. Of course. strategies to reduce operating costs. Customer relationships are difficult to assign a value to in the pricing process. but if your pricing is uncompetitive. In the past 10 years. 2.
MUMBAI . Mumbai. Opp.PLACE This component of marketing mix is related to the offering of services. LOCATION OF BRANCH: Shivam Shopping Centre. LOCATION OF ATMS: . Malad (W). The services are sold through the branches. The number of branches OF ICICI: 1900 in India and 33 in Mumbai. 400064. New Era Cinema. S.Road.V. The 2 important decision making areas are: making available the promised services to the ultimate users and selecting a suitable place for bank branches.
road well crowded area. Malad subway With branch Mindspace Orlem Raheja township Why they select this place as branch? The selection of a suitable place for the establishment of a branch is significant with the view point of making place accessible. v. The safety and security provisions Convenient to both the parties. Market coverage . such as the users and the bankers Infrastructure facility Near to station and located on s.
movies. incentives. Personal selling: Cross-sale (selling at competitors place). In a bank organization. discount and commission. newspaper. campus visits. Sponsorship Sales promotion: gifts. . Telemarketing: ICICI one source Call center (mind space) PEOPLE: All people directly or indirectly involved in the consumption of banking services are an important part of the extended marketing mix.personalized service. magazines Publicity: road shows.etc. employees are essentially the contact personnel with customer. Employees. radio. Knowledge Workers. Management and other Consumers often add significant value to the total product or service offering. Therefore. theatres Print media: hoardings. It is the employees of a bank which represent the organisation to its customers. an employee plays an important role in the marketing operations of a service organisation.PROMOTION MIX Advertising: Television. sandwich man.
The starting point in internal marketing is that the employees are the first internal market for the organization. then neither does the service. marketing like manner and in a coordinated way. If the people don‟t meet customers‟ expectations. Besides . This is because of the rules they are subject to. investing in people quality in service business means investing in product quality. Standardization: ICICI bank has got standardized procedures got typical transactions. A service is a performance and it is usually difficult to separate the performance from the people. PROCESS: Flow of activities: All the major activities of ICICI banks follow RBI guidelines. In internal marketing a variety of activities are used internally in an active. The activities have been segregated into various departments accordingly. There has to be adherence to certain rules and principles in the banking operations. Therefore. Internal marketing paves way for external marketing of services. ICICI become conscious in its potential in internal marketing – the attraction. but all the banks have some standardization in them.To realize its potential in bank marketing. In fact not only all the branches of a single-bank. A service company can be only as good as its people. development. The basic objective of internal marketing is to develop motivated and customer conscious employees. motivation and retention of qualified employee-customers through need meeting job-products.
There are many examples of physical evidence. each of the banks has its standard forms. Besides instruction boards in national boards in national and regional language help the customers further. Strictly speaking there are no physical attributes to a service. Standardization saves a lot of time behind individual transaction. including some of the following: Internet/web pages Paperwork . Number of steps: Numbers of steps are usually specified and a specific pattern is followed to minimize time taken. there is definite customer involvement at some or the other place because of the money matters and signature requires. This makes procedures not only simple but consume less time. Simplicity: In ICICI banks various functions are segregated.this. Besides this the customers can select their deposit period among the available alternatives. during usual bank transactions. Separate counters exist with clear indication. Thus a customer wanting to deposit money goes to „deposits‟ counter and does not mingle elsewhere. PHYSICAL EVIDENCE: Physical evidence is the material part of a service. so a consumer tends to rely on material cues. documentations etc. Customization: There are specialty counters at each branch to deal with customers of a particular scheme. Besides. Customer involvement: ATM does not involve any bank employees.
Tangibles: Bank gives pens. Employee’s dress code: ICICI bank follows a dress code for their internal customers. . chequebooks. employee‟s dress code etc. punch lines. Banks have influential punch lines to attract the customers. This helps the customers to feel the ease and comfort. Even the passbooks. Thus such signages are significant for creating visualization and corporate identity. writing pads to the internal customers. Punch lines: Punch lines or the corporate statement depict the philosophy and attitude of the bank. other tangibles. Signage: Each and every bank has its logo by which a person can identify the company. Brochures Furnishings Business cards The building itself (such as prestigious offices or scenic headquarters) The physical evidences also include signage. reports. Financial reports: The Company‟s financial reports are issued to the customers to emphasis or credibility. etc reduce the inherent intangibility of services.
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