Marketing Strategy of

ICICI Bank Ltd.

Deposit Products
Presented By: Sanjog Devrukhkar (Roll No.: Hum hain na! 11)

Introduction
Indias second largest bank 614 branches and extension counters 2200 ATMS Biggest private sector bank in India Most valuable bank in India in terms of market capitalization Described by the competitors and industry expert in one word Aggressive
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Firsts in the Industry

Introduced concept of branding in the Indian banking industry Process, People and Physical evidence brought to life by ICICI Product Innovation Introduction of DSAs and DSTs Unleashed the power of the internet First bank to focus on retail banking as a driver for growth Comprehensive data centre availability & data protection solutions
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Focus areas of marketing effort

Target marketing and customer acquisition Share of wallet Channel strategy and management Relationship management and database marketing Product development & innovation Credit approval

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Basis for segmentation

Occupation Different products for different occupational segment identified Income Minimum balance serves as a income segment barrier Geographical Concentrated on Tier 1 & Tier 2 Cities trying to extend reach Age Different products like student account

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Nature of banking in India

Banking in India was focused on the upper income group

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Targeting
Differentiated Marketing Strategy Tailors its marketing campaigns to meet the needs of its target prospects Creates differentiated product offering for different segment Use of technology in tracking customer segment

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Positioning
Core proposition Hum hain na trust, credibility, total financial solution provider (brought about through its cross selling effort) Modernization process and physical evidence technology as the backbone and accelerator

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Need identification
Adapting international practices to the local context Information system warehouse Product development department continuously studies market and analyses competitive landscape

ICICI Bank

Personal Banking

NRI Banking
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Corporate Banking

Product differentiation
Variants in various basic products like savings bank accounts to suit different customer base and customer needs

Product augmentation
Redefinition of the banking products with extra benefits and features added to the products

Pricing
Penetrative pricing aimed at achieving large market share Philosophy of profit through volume Effort to drive out competition Price leader in retail banking product Aggressive pricing facilitated through low cost of fund acquisition Hum hain na!

Distribution Strategy
Cross selling of products as a major area of focus Creation of concept of DSA (Direct Selling Agent) Creation of concept of DST (Direct Selling Team) Effort on the part of the bank to reach the customer rather than waiting for the customer Use of internet, mobile, ATMs and other technological device to reach and serve the customers

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Product Promotion
Aimed at generating sales Communicates product features and benefits Mainly through print media Point of purchase promotion tools for different products to reach the relevant customer segment

Promotion Strategy

Corporate Branding

Product Branding

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A man strolls down a beach, "Zindagi naam hai, mushkil ko aasaan banaane ka. Zindagi naam hai zindagi ko aasaan baane ka."

Cut to a house, a man addresses the members, "I am Ajay Sharma from ICICI. Ma'am your home loan has been sanctioned."

Amitabh Bacchan turns to face the camera, "Bas. Ek bharosemand saathi hona chahiye." Hum hain na!

MVO: "Saathi jo zindagi ko aasan banaaye." Super: 'ICICI Group. Saral. Surakshit. Samajhdar.'

An old woman tells her daughter about their neighbour's plans for going to Haridvar While the young woman, with her ICICI credit card, books tickets for her, online. The site downloads and the super reads, 'Haridwar in a week.' As the daughter tries to convince Hum hain na! her...

"Ab is umar mein kya jaayenge? You want to ka matlab nahin you have to", continues the mother.

As the older woman takes a peek at the screen, she is pleasantly surprised.

...the MVO adds "ICICI Credit cards. The power to give your loved ones what they really, really want."

A couple enter ICICI Bank and are served coffee as they wait to open an account.

Super: How long does it take to open an account with ICICI Bank?

The man takes a swig from his cup... Super: Before your coffee goes cold. The executive smiles at their...

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... disbelief and hands over the documents. VO: Have you opened an ICICI Bank account as yet?

Public Relations
Purpose - To deliver communication that is uniform in its message and yet customized for specific target audiences Media relations Press conferences Press Releases 1-1 interviews Investor relations Analyst relations Government relations
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Outdoor Activities
Need to be seen everywhere!! Events at corporate campus Promotional material at channel partner outlets Billboards Signboards Kiosks in residential and commercial complexes
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Other Initiatives
In-film promotions Baghban Co-Branding Initiatives Alliance with Amway India for launch of the international credit card. The card will enable Amway distributors to purchase Amway products and earn and redeem reward points Indian Railways Catering And Tourism Development Corporation, in conjunction with ICICI Bank, announced the launch of mobile payments and ticketing system, offering IRCTC customers to book railway tickets via SMS and make payments through their ICICI Bank Hum hain na! accounts

Other Initiatives

Cross brand associations - acquiring databases of high net worth clientele of lifestyle products : Tie-up with Woven Hues Young Stars Account Promotion through tie-up with Cartoon Network, and in-series promotion through Tom & Jerry Seminars in partnership with media channels
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People
Orientation towards customer service Division of SME, Personal Banking and other functions at the branch level Effort towards providing sophisticated and modern image of the bank through its people

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Process
Use of technology for both internal and external processed Process are system driven and independent of the people handling it Standardization of service across the branches Extensive investment in software solutions for process systemization

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Phase 1: Designing and Simplifying Access via Technology Rural ATMs

Cash Agent Model

Phase 2: Designing the Product Phase 3: Financial Literacy, Marketing, and Launching the Hum hain na! Pilot Product

Bibliography

www.icicibank.com www.google.com IIBF Vision A monthly Newsletter on Banking and Finance Business Today Weekly Business Magzine Newspapers
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Hum hain na!