7P¶s of Marketing Mix of ICICI Bank

WRITTEN BY: YOGIN VORA ON JUNE 16, 2010 3 COMMENTS

ICICI Bank is India¶s second-largest bank with total assets of Rs. 3,663.74 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). History: 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

7P¶s of Marketing of ICICI Bank: PRODUCT MIX: 1. by the High Court of Gujarat at Ahmedabad in March 2002. Liquidity and Returns!!!! A combination of unbeatable features of the Fixed Deposit from ICICI Bank. greater opportunities for earning fee-based income and the ability to participate in the payments system and provide transaction-banking services.ICICI shareholders through the merged entity¶s access to low-cost deposits. Fixed Deposits: Safety. but we make banking a pleasure and at the same time children learn how to manage their personal finances. and access to the vast talent pool of ICICI and its subsidiaries. have been integrated in a single entity. the ICICI group¶s financing and banking operations. and by the High Court of Judicature at Mumbai and the Reserve Bank of India in April 2002. The merger was approved by shareholders of ICICI and ICICI Bank in January 2002. In October 2001. particularly fee-based services. Flexibility. Savings Account: ICICI Bank offers a power packed Savings Account with a host of convenient features and banking channels to transact through. Consequent to the merger. higher market share in various business segments. 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. Young Stars: It¶s really important to help children learn the value of finances and money management at an early age. Banking is a serious business. with ICICI Bank. both wholesale and retail. Roaming Current Account: Only Roaming Current Account from ICICI Bank travels the distance with your business. the Boards of Directors of ICICI and ICICI Bank approved the merger of ICICI and two of its wholly-owned retail finance subsidiaries. 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. So you enjoy twin advantagesaffordability and higher earnings. You can access your accounts at over 500 networked branches across the country. DEPOSITS: ICICI Bank offers wide variety of Deposit Products to suit our requirements. . Bank @ Campus: Thanks to bank@campus. The merger would enhance value for ICICI Bank shareholders through a large capital base and scale of operations. entry into new business segments. Coupled with convenience of networked branches/ over 1800 ATMs and facility of E-channels like Internet and Mobile Banking. 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. seamless access to ICICI¶s strong corporate relationships built up over five decades. ICICI Personal Financial Services Limited and ICICI Capital Services Limited. ICICI Bank brings banking at your doorstep.

2004 3. Call Centre and Internet Banking. As an organization. you can opt for our Salary Accounts to enable easy disbursements of salaries and enjoy numerous other benefits too. 2. Thus. It services a customer base of more than 5 million customer accounts through a multi-channel access network. one can access the various services ICICI Bank has to offer at anytime. LOAN a) Home Loans b) Personal Loans c) Car Loans d) Two Wheeler Loans 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. 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 ³Pure Gold´ Foreign Exchange Services Senior Citizens Savings Scheme. anywhere and from anyplace.ICICI Bank Salary Account: is a benefit-rich payroll account for Employers and Employees. over 1800 ATMs. 4. This includes more than 500 branches and extension counters. ANYWHERE BANKING ICICI Bank is the second largest bank in the country. INVESTMENTS Along with Deposit products and Loan offerings. CARDS a) Credit Card b) Debit cum ATM Card c) Travel Card .

it is important that banks attempt to establish a correlation between two.fold strategies. 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. The pricing policy of a bank is considered important for raising the number of customers¶ vis-à-vis the accretion of deposits.com at the click of a button! 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 rate of interest is regulated by the RBI and other charges are controlled by IBA. to handle all queries. The banking organizations are required to frame two. MOBILE BANKING With ICICI Bank. ICICI Bank Mobile Banking enables you to bank while being on the move. ICICI Bank offers Mobile Banking facility to all its Bank. e-Instruction facility ± facility to transfer securities 24 hours a day. The RBI and the IBA are concerned with regulations. Since both the strategies throw a vice. First.6.money2India. the strategy is concerned with interest and fee charged and the second strategy is related to the interest paid.versa impact. Corporate benefit tracking. 8. Dedicated specially trained customer care executives at their call centre. 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. DEMAT SERVICES ICICI Bank Demat Services boasts of an ever-growing customer base of over 7 lacs account holders. banking is no longer what it used to be.  7. Thus while deciding the price mix customer services rank the top position. NRI SERVICES ONLINE Benefits:       MONEY TRANSFER facility available to NRIs worldwide through www. Also the quality of service provided has direct relationship with the fees charged. It is essential that both the buyers as well as the sellers have feeling of winning. Credit Card and Demat customers. . 7 days a week through Internet Interactive Voice Response (IVR) at a lower cost.

´ 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 Another element to consider in the pricing of earning assets is the risk of loss. Asset and liability mix also impacts pricing results. and a healthy asset and liability mix to change your required pricing. 3. 1. your market share will shrink. the Internet.Pricing Bank Products Starts With Three Basic Questions. 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. Likewise. this is relevant in loan pricing. In the past 10 years. and people dealing with depositors want to pay the highest rates. What rate does the bank need to meet its financial objectives? The answer is. You can do all the math you want to determine required pricing points. lenders want the lowest rates. Customer relationships are difficult to assign a value to in the pricing process. the number of bank locations has increased 20%. 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. The fact is. Generally speaking. The point is. but if your pricing is uncompetitive. Most notably. there are the mortgage bankers. banks operating with higher loan-to-asset ratios are able to afford to pay more for deposits. Of course. strategies to reduce operating costs. . and a host of other financial service providers competing for your customer¶s loan and deposit business. its share of the market will likely dwindle as existing and prospective customers find alternative providers. the competitive marketplace always ensures that if a financial institution is charging too much for loans or paying too little for deposits. Customers will generally press for some price concessions in consideration of other relationships they have with the bank. You need the right balance of fee income. ³it depends. 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. 2. 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.

S. sandwich man. movies. radio. Opp. road well crowded area.etc.PLACE This component of marketing mix is related to the offering of services.Road. MUMBAI . campus visits. such as the users and the bankers Infrastructure facility Near to station and located on s. LOCATION OF ATMS:      Malad subway With branch Mindspace Orlem Raheja township The selection of a suitable place for the establishment of a branch is significant with the view point of making place accessible. theatres Print media: hoardings. New Era Cinema. v. The number of branches OF ICICI: 1900 in India and 33 in Mumbai. Management and other . newspaper. Telemarketing: ICICI one source Call center (mind space) Why they select this place as branch?       PROMOTION MIX       PEOPLE: All people directly or indirectly involved in the consumption of banking services are an important part of the extended marketing mix. Sponsorship Sales promotion: gifts. Market coverage Advertising: Television. incentives. Malad (W). The safety and security provisions Convenient to both the parties. Mumbai. Knowledge Workers.V.personalized service. discount and commission. The services are sold through the branches. magazines Publicity: road shows. 400064. Employees. Personal selling: Cross-sale (selling at competitors place). The 2 important decision making areas are: making available the promised services to the ultimate users and selecting a suitable place for bank branches. LOCATION OF BRANCH: Shivam Shopping Centre.

but all the banks have some standardization in them. investing in people quality in service business means investing in product quality. Internal marketing paves way for external marketing of services. In fact not only all the branches of a single-bank. Separate counters exist with clear indication. A service company can be only as good as its people. each of the banks has its standard forms. 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. development. If the people don¶t meet customers¶ expectations. This is because of the rules they are subject to. ICICI become conscious in its potential in internal marketing ± the attraction. A service is a performance and it is usually difficult to separate the performance from the people. motivation and retention of qualified employeecustomers through need meeting job-products. an employee plays an important role in the marketing operations of a service organisation. Number of steps: Numbers of steps are usually specified and a specific pattern is followed to minimize time taken.Consumers often add significant value to the total product or service offering. then neither does the service. In a bank organization. To realize its potential in bank marketing. Standardization saves a lot of time behind individual transaction. employees are essentially the contact personnel with customer. Therefore. Standardization: ICICI bank has got standardized procedures got typical transactions. There has to be adherence to certain rules and principles in the banking operations. Besides this the customers can select their deposit period among the available alternatives. Besides this. 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. It is the employees of a bank which represent the organisation to its customers. Therefore. In internal marketing a variety of activities are used internally in an active. documentations etc. . Thus a customer wanting to deposit money goes to µdeposits¶ counter and does not mingle elsewhere. Customization: There are specialty counters at each branch to deal with customers of a particular scheme. Simplicity: In ICICI banks various functions are segregated. The activities have been segregated into various departments accordingly. The basic objective of internal marketing is to develop motivated and customer conscious employees. PROCESS: Flow of activities: All the major activities of ICICI banks follow RBI guidelines.

Financial reports: The Company¶s financial reports are issued to the customers to emphasis or credibility. including some of the following:       Internet/web pages Paperwork Brochures Furnishings Business cards The building itself (such as prestigious offices or scenic headquarters) The physical evidences also include signage. etc reduce the inherent intangibility of services. so a consumer tends to rely on material cues. Even the passbooks. during usual bank transactions. PHYSICAL EVIDENCE: Physical evidence is the material part of a service. Banks have influential punch lines to attract the customers. other tangibles. This helps the customers to feel the ease and comfor Rr . employee¶s dress code etc. There are many examples of physical evidence. Besides. chequebooks. writing pads to the internal customers. there is definite customer involvement at some or the other place because of the money matters and signature requires. Employee¶s dress code: ICICI bank follows a dress code for their internal customers. Thus such signages are significant for creating visualization and corporate identity. Strictly speaking there are no physical attributes to a service. Punch lines: Punch lines or the corporate statement depict the philosophy and attitude of the bank. Tangibles: Bank gives pens.Customer involvement: ATM does not involve any bank employees. reports. punch lines. Signage: Each and every bank has its logo by which a person can identify the company.

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