INTRODUCTION

ICICI Bank is India's second-largest bank with total assets of Rs. 3,674.19 billion (US$ 77
billion) at June 30, 2009 and profit after tax Rs. 8.78 billion for the quarter ended June 30, 2009.
The Bank has a network of 1,485 branches and about 4,816 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.

ICICI was established by the Government of India in the 1960s as a Financial Institution with the
objective to finance large industrial projects. ICICI was not a bank - it could not take retail
deposits; and nor was it required to comply with

ICICI Bank now has the largest market share among all banks in retail or consumer financing.
ICICI Bank is the largest issuer of credit cards in India.

It was the first bank to offer a wide network of ATM's and has a
large

network of ATM's. ICICI Bank now has the largest market value of all banks in India, and is
widely seen as a sophisticated bank able to take on many global banks in the Indian market.

HISTORY OF ICICI BANKING SYSTEM

ICICI was formed in 1955 at the initiative of the World Bank, the government of India and Indian
industry representatives. The principal objective was to create a development financial institution
for providing medium-term and long-term project financing to Indian businesses.

Until the late 1980s, ICICI primarily focused its activities on Project finance, providing long-term
funds to a variety of industrial projects. ICICI Bank was incorporated in 1994 as a part of the
ICICI group. ICICI Bank's initial equity capital was contributed for 75.0% by ICICI and for
25.0% by SCICI Limited, a diversified finance and shipping finance lender of which ICICI
owned 19.9% at December 1996. Pursuant to the merger of SCICI into ICICI, ICICI Bank
became wholly-owned subsidiary of ICICI. Effective March 10, 2001, ICICI Bank acquired Bank
of Madura, an old private sector bank, in an all-stock merger.

IMPORTANCE OF CUSTOMER SERVICE IN ICICI BANK

Bank is a commercial institution of outfit marketing financial

products.

Service performances, production and consumption of services occurs simultaneously. Therefore,

the frontline people and their interaction with customers, thus everyday postures, gestures,
actions, reactions, emotions, activities and impressions contribute significantly in projecting a
particular image of the bank distinguishing it from the rest of the field. Further customer service
has a tremendous retention-value. If they can not retain a customer, all their efforts in terms of
time and money in creating and winning a customer would be a sheer waste. Besides, it is found
that retaining customer is often cheaper than finding a new customer. In addition to that satisfied
customers recommended the business to others. Thus a customer is vietheyd as a long- term
relationship rather than a party to a stray single transaction. The initial transaction is taken as the
starting point and opportunity to establish a relationship through providing total customer
satisfaction, which in turn will ensure further business, from him. This is what they term as
relationship banking.

Qualitative customer service and total satisfaction forms the

edifice of
“Relationship Banking”.
ICICI DIRECT
ICICI Direct.com is a truly online share-trading site. Which means that from the time you punch
in a buy or sell trade on ytheir computer to the final settlement in ytheir account, everything
happens completely online? The 3-in-1 e-invest account integrates ytheir brokerage, bank and one
or more depository accounts to make sure that you can do the otherwisecumbersome share
trading from the comfort of ytheir home or
office, at absolutely any time of the day or night.
7 P’s OF MARKETING OF ICICI BANK
Marketing of services by ICICI bank
A)DEPOSITS:
Savings Account:

ICICI Bank offers a potheyr packed Savings Account with a host of convenient features and
banking channels to transact through, without the stress of waiting in queues.

Senior Citizen Services:

ICICI understands that a Savings Account needs to do more after one reaches the age of seniority.
They have an ideal Savings Bank Service for those who are 60 years and above

Fixed Deposits:
Safety, Flexibility, Liquidity and Returns. A combination of
unbeatable features of the Fixed Deposit from ICICI Bank.
Recurring Deposits:

Through ICICI Bank Recurring Deposit one can invest small amounts of money every month that
ends up with a large saving on maturity. So one can enjoy twin advantages- affordability and
higher earnings.

B) INVESTMENTS:
• ICICI Bank Tax Saving Bonds
•
Government of India Bonds
• Investment in Mutual Funds

• Initial Public Offers by Corporates

• Investment in "Pure Gold"

• Foreign Exchange Services

• Senior Citizens Savings Scheme, 2004

C) ANYWHERE BANKING

ICICI Bank is the second largest bank in the country. It services a customer base of more than 5
million customer accounts through a multi-channel access network. This includes more than 500
branches and extension counters, over 1800 ATMs, Call Centre and Internet Banking. Thus, one
can access the various services ICICI Bank has to offer at anytime, anywhere and from anyplace

D) LOANS:

ICICI Bank offers wide variety of Loans Products to suit the customer’s requirements. Coupled
with convenience of networked branches/ ATMs and facility of E-channels like Internet and
Mobile Banking, ICICI Bank brings banking at their doorstep

Home Loans
Some of the key benefits for HOME LOAN are:
• Guidance throughout the process
•
Home loan amounts suited to ytheir needs

• Home Loan tenure up to 20 years

• Simplified Documentation

• Doorstep Service
• Sanction approval without having selected a property.

• Free Personal Accident Insurance

•
Insurance options for ytheir home loan at attractive
premium
Personal Loans
Key Benefits of ICICI Bank Personal Loan:

• Loan up to 15 lacks

• No security/guarantor required

• Faster Processing

• Minimum Documentation

• Attractive Interest Rates

• 12-60 Months repayment options

CARDS

ICICI Bank offers a variety of cards to suit different transactional needs of customers. This
includes Credit Cards, Debit Cards and Prepaid cards. These cards offer convenience during
financial transactions like cash withdrawal, shopping and travel. These cards are widely accepted
both in India and abroad.

Credit cards –

ICICI Bank Credit Cards offer a smart way to shop, along with flexibility and convenience in
managing ytheir finances. Choose from a wide range of credit cards designed to cater to ytheir
specific lifestyle requirements.

Commercial cards
ICICI Bank Commercial Cards have been designed as payment solutions for large & mid-sized
organizations. A widely accepted concept internationally, Commercial Cards help to better
streamline payment processes & thus increase efficiencies.

Business Card

The ICICI Bank Business Card is aimed at SMEs as an enabler for their business. The Business
card is a smart alternative to cheques, cash, and personal credit cards. With its purchasing
convenience, cost savings, available credit, and detailed reporting facilities, the ICICI Bank
Business Credit Card offers what ytheir business needs to stay on top.

Travel Card

Presenting ICICI Bank Travel Card. The hassle free way to Travel the world. Traveling with US
Dollar, Euro, Pound Sterling or Swiss Francs; Looking for security and convenience; take ICICI
Bank Travel Card. Issued in duplicate. Offers the Pin based security. Has the convenience of
usage of Credit or Debit card.

Debit Cards
The ICICI Bank Debit Card is a revolutionary form of cash that allows customers to access their
bank account around the clock, around the world. The ICICI Bank Debit Card can be used foR
shopping at more than 3.5 Lakh merchants in India and 24 million
merchants worldwide
F) DEMAT SERVICES:

ICICI Bank Demat Services boasts of an ever-growing customer base of over 7 lacs account
holders. In their continuous endeavor to offer best of the class services to customers they offer the
following features:

E-Instructions:
Transfer securities 24 htheirs a day, 7 days a theyek through
Internet & Interactive Voice Response (IVR) at a lotheyr cost.
•
Digitally Signed Statement:
•
Corporate Benefit Tracking:
•
Mobile Request:
•
Mobile Alerts:
G) MOBILE BANKING:

With ICICI Bank, banking is no longer what it used to be. ICICI Bank offers Mobile Banking
facility to all its Bank, Credit Card and Demat customers. ICICI Bank Mobile Banking enables
you to bank while being on the move.

ICICI Bank Mobile Banking can be divided into two categories of facilities: Alert facility: The
ICICI Bank Mobile Banking Alert facility informs you promptly of the significant transactions in
ytheir accounts. It keeps you updated wherever you go.
H) NRI SERVICES:
ONLINE MONEY TRANSFER facility available to NRIs worldwide
through www.money2India.com at the click of a button!
Benefits:
•
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 ytheir funds
• SUPERIOR Exchange rate
• OFFLINE MONEY TRANSFER facility is also available across
geographies through
2. 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 RBI and the IBA are
concerned with regulations. The rate of interest is regulated by the RBI and other charges are
controlled by IBA. The pricing policy of a bank is considered important for raising the number of
customers’ vis-à-vis the accretion of deposits. Also the quality of service provided has direct
relationship with the fees charged. Thus while deciding the price mix customer services rank the
top position. The banking organizations are required to frame two- fold strategies. First, the
strategy is concerned with interest and fee charged and the second strategy is related to the
interest paid. Since both the strategies throw a vice- versa impact, it is important that banks
attempt to establish a correlation bettheyen two. It is essential that both the buyers as theyll as the
sellers have feeling of winning.

3. PLACE MIX:

This component of marketing mix is related to the offering of services. The services are sold
through the branches. The 2 important decision making areas are:

• Making available the promised services to the ultimate users

• Selecting a suitable place for bank branches.
The number of branches OF ICICI: 1900 in India and 33 in
Mumbai.
LOCATION OF BRANCH:
Palm Ctheirt, Ram Maruti Road, Naupada, Thane (W)
LOCATION OF ATMS:

ICICI Bank has more than 25 ATMs in Thane and has been steadily installing ATMs at new
locations for the convenience of the users. The following are the ICICI ATMs in Thane.

GREEN ACERS VIJAY NAGARI

ICICI Bank ATM,

Shop #3, Green Acers,
Vijay Nagari,
Thane, 400705.

RAMCHANDRA NAGAR

ICICI Bank ATM,

Shop #7, Shir Sidhi Puja,
Plot #57-58, Ramchandra Nagar,
Manpada Rd, Dombivali,
Thane, 421201.

SADDICHA TOTHEYRS

ICICI Bank ATM,

Saddicha Totheyrs,
29 Panchapakadi,
Near Royal Inn,
Thane, 400601.

SHREEJI ARCADE

ICICI Bank ATM,

Shop #25, Shreeji Arcade,
Thane(W), 400602.

VARTAK NAGAR BRANCH

ICICI Bank Ltd.

Vedant Commercial Complex,
Vartak Nagar, Opp. Kores Company,
Thane, 400606.

VASANT VIHAR
Shop No. 6D, Amrapali Arcade,
Pokhran Road No. 2,
Vasant Vihar,
Thane, 400601.
GHODBUNDER ROAD

Shop No 7, Vardhaman Vatika,

Ghodbunder Road,
Thane(W), 400607.

GOKHALE ROAD

Ground Floor, Shop No. 3,

Saraswati Nivas,
Opp. Malhaar Cinema,
Naupada,
Thane(W), 400602.

HAPPY VALLEY, THANE

ICICI Bank Ltd.,

Shop 35, bldg 7.
Happy valley complex.
Tiku jini wadi, Agra Rd
Manpada.
Thane, 400607.

KALWA NAKA

Ground Floor, Rupali Building,

Shivaji Chowk,
New Belapur Road, Kalwa,
Thane, 400605.

PANCHPAKHADI

Shop No.1,
Gagangiri Co-operative Housing Society,
Panchpakhadi,
Thane(W), 400602.

The selection of a suitable place for the establishment of a branch is significant with the view
point of making place accessible. The safety and security provisions should be Convenient to
both the parties, such as the users and the bankers

4. PROMOTION MIX:
The different components of promotion help bank professionals in
promotion the banking business.
Advertising: Television, radio, movies, theatres. ICICI uses this

component of the promotion mix with the motto of informing, sensing and persuading the
customers. The advertising professionals bear the responsibility of making the appeals, slogans,
messages more creative.

Print media: Hoardings, newspaper, magazines. There are a

number of devices to advertise, such as broadcast media,
telecast media and the print media
Publicity: road shows, campus visits, sandwich man,
Sponsorship
Sales promotion: Gifts, discount and commission, incentives,

etc. ICICI also thinks in favtheir of promotional incentives both to the bankers as theyll as the
customers. The banking organizations make provisions for incentives
Personal
selling:
Cross-sale
(selling
at

competitors
place),personalized Service. The personal selling is found instrumental in promoting the banking
business. It is just a process of communication in which an individual exercise his/her personal
potentials, tact, skill and ability to influence the impulse buying of the customers. Since ICICI
gets immediate feedback, the personal selling activities energies the process of communication
very effectively.

Telemarketing: ICICI one sterile Call center

5. PROCESS MIX:
Flow of activities:
All the major activities of ICICI banks follow RBI
Guidelines. There has to be adherence to certain rules and
principles in the
banking operations. The activities have been segregated into
various departments accordingly
Standardization:

ICICI bank has got standardized procedures got typical transactions. In fact not only all the
branches of a single-bank, but all the

banks have some standardization in them. This is because of the rules they are subject to. Besides
this, each of the banks has its standard forms,

Customization:

There are specialty counters at each branch to deal with customers of a particular scheme. Besides
this the customers can select their deposit period among the available alternatives.

Number of steps:
Numbers of steps are usually specified and a specific pattern is
follotheyd to minimize time taken.
Simplicity:

In ICICI banks various functions are segregated. Separate counters exist with clear indication.
Thus a customer wanting to deposit money goes to ‘deposits’ counter and does not mingle
elsewhere. This makes procedures not only simple but consume less time. Besides instruction
boards in national boards in national and regional language help the customers further.

Customer involvement:
ATM does not involve any bank employees. Besides, during usual bank transactions, there is
definite customer involvement at some or the other place because of the money matters and
signature requires.

6. PHYSICAL EVIDENCE:

Physical evidence is the material part of a service. Strictly speaking there are no physical
attributes to a service, so a consumer tends to rely on material cues. There are many examples of
physical evidence:

•
Internet/theyb pages

• Paperwork

• Brochures

• Furnishings

• Business cards

• The building itself (such as prestigious offices or scenic

headquarters)
The physical evidences also include signage, reports, punch lines,
other tangibles, employee’s dress code etc.
Signage: each and every bank has its logo by which a person
can identify the company. Thus such signage is significant for
creating visualization and corporate identity.
Financial reports: The Company’s financial reports are issued
to the customers to emphasis or credibility.
Tangibles: bank gives pens, writing pads to the internal
customers. Even the passbooks, chequebooks, etc reduce the
inherent intangibility of services.
Punch lines: punch lines or the corporate statement depict the
philosophy and attitude of the bank. Banks have influential punch
lines to attract the customers.
Employee’s dress code: ICICI bank follows a dress code for
their internal customers. This helps the customers to feel the
ease and comfort.
7. PEOPLE:
All people directly or indirectly involved in the consumption of banking services are an important
part of the extended marketing mix. Knowledge Workers, Employees, Management and other
Consumers often add significant value to the total product or service offering. It is the employees
of a bank which represent the organization to its customers. In a bank organization, employees
are essentially the contact personnel with customer. Therefore, an employee plays an important
role in the marketing operations of a service organisation. To realize its potential in bank
marketing, ICICI is conscious in its potential in internal marketing - the attraction, development,
motivation and retention of qualified employee-customers through need meeting job-products.
Internal marketing paves way for external marketing of services. In internal marketing a variety
of activities are used internally in an active, marketing like manner and in a coordinated way. The
starting point in internal marketing is that the employees are the first internal market for the
organization. The basic objective of internal marketing is to develop motivated and customer
conscious employees. A service company can be only as good as its people. A service is a
performance and it is usually difficult to separate the performance from the people. If the people
don’t meet customers' expectations, then neither does the service. Therefore, investing in people
quality in service business means investing in product quality. ICICI understands the needs of
customers and therefore it is leveraging technology to service customers quickly and
conveniently. ICICI aims at Providing and enabling favorable environment to foster growth and
learning for their employees

AWARDS & RECOGNITIONS FOR BEST PERFORMANCE

AND BEST SERVICE

ICICI Prudential Life Insurance has won the first runner up award for the Best Defect Elimination
in Service & Transaction category at Asian Six Sigma Excellence Summit 2009.

ICICI Prudential Life won the UK Trade & Investment India Business Awards 2008 in the
Business Partnership Award-Large Company category.