PART B:

Create a consumer retail brand-

#Branding Strategy:

Objectives:-

1) Primary Focus on-

 Fee based income by providing services rather than interest based income
 (Target Group – HNIs and NRIs)
 Technology
 Being a ‘Knowledge based’ bank
 Forming a perfect brand image which can keep its image of
 A financial institution but at the same time,
 Give the customers a comfortable feeling of being suitable for personal
banking
 Promotion of its brand values like-
 Growth
 Trust
 Knowledge driven Human Capital
 Technology
 Transparency and Responsible Banking
 Customer centric and friendly
 Promotion of its Flawless service
  Leverage upon its already established image among the Corporates

2) Short Term – (1-2 years)

 Create awareness about the brand in the target group

 Tier 1 cities like (For Existing potential Customers)
Mumbai, delhi, Chennai, kolkatta, delhi and

 Tier 2 cities like (For future potential Customers)

Agra, Amritsar, Bhiwadi, Bhopal, Bhubaneshwar, Coimbatore, Greater
Noida, Ghaziabad, Indore, Jaipur, Jalandhar, Jamshedpur, Jammu, Kochi,
Kanpur, Ludhiana, Mangalore, Mysore, Manesar, Mohali, Nagpur,
Nashik, Neemrana, Panipat, Rudrapur, Sonepat, Srinagar,
Thiruvananthapuram, Visakhapatnam, Zirakpur

 Channels to be used:

Sr. Branding Means Cost (in Rs.) Time Period

No.

1) Direct Mailers Minimal -

(Create awareness about the brand and
services offered)

2) Sponsorships 3-5 lakhs Per event

(Provides branding space in the event)
(10-15 per month)

3) Organizing events 2-3 Lakhs Per Day

(Awareness about Human Capital, Brand
 values)
(15-20 per month)

4) Education series
(To promote Knowledge based banking,
Transparency)

Online 5 Lakhs Per Month

Print 1000-5000 Per Exposure

5) Job Advertisements 500-2000 Per Space

(To show the quality of employees)

 Leverage upon its already established image among corporate. Promotions

among the employees of the corporate that the bank is also in the retail space
now

 Media and Print

 TVCs – Prime slots on News Channels like

Morning 7:30 to 9:30
Evening 8:00 to 10:00
 Magazines and Newspapers

3) Long Term-(3-7 years)

 Build a sense of trust and reliability about the brand

 Interactive Marketing
1) Team of promising Executives to interact with HNIs and NRIs at
various places representing our bank.
 2) Direct Mailers (Use of MIS in this case, It works out offers and sends
these DMs to only to those who are eligible and are most likely to fall in
our target group).
 Focus on Service based on Knowledge
 Association with products used by HNIs and NRIs
 Jewellery – Naqshatra
 Airlines – Kingfisher
 Apparels – Nike, Peter England, etc.
 Hotels – Tag, ITC
 Tours and travels - SOTC
 Endorsement by Brand Ambassador
 Necessary for generating trust and a feeling of authenticity that the firm is
stable.
 Suggested Brand ambassador- Shahrukh Khan
 Charges- 6-8crores.

 Media and Print

 PR activities
 Customer Education Series
 Management Speak
 CSR activities

4) Branding for the Mass Market:

 Objective:

 Create Awareness

 Increase Customer base in the tier 2 cities which hold the potential
customers of the future
  Means:

 Physical Infrastructure through opening of more branches and ATMs

 Print and Media

5) Taglines:

 Yes, just for you, Always with you(Show its presence in retail space)

 Yes, we are there(Reliability and trust)

 Yes, now service powered with Knowledge(USP of being Knowledge driven)