7 P’S Strategy : Banking

Industry

Presented By :

Ilisha Nigam
Roopesh Anchan
Sovan Patnaik
Tania Chandra
Tushar Raj
Flow of Presentation
 Overview of banking
industry in India
 Understanding the customers
 Satisfying the customer
 Excelling competition
 Formulating and Innovating the
mixes
 Social Orientation
 Product mix
 General Offerings – ATM Network, 7 Day
Banking, Tele-banking, Internet Banking
 Credit Card – Rewards, Dial-a-Draft, Credit Limit
Increase
 Photo Card
 Concession on personal remittance
 Overdraft facility
 Free ATM card
 Other features
Product width & depth
 Product line
AXIS BANK YES BANK KOTAK BANK
Banking and Savings Banking and Savings Banking and Savings

• Banking and Accounts • Banking and Accounts • Banking and Accounts

• Convenience Banking • Convenience Banking • Convenience Banking
• Credit Cards • Credit Cards • Credit Cards
• NRI Services • NRI Services • NRI Services
• Demat • Demat • Demat
• Deposits • Deposits • Deposits

Corporate and Corporate and Corporate and

Institutional Institutional Institutional

• Corporate Finance • Corporate Finance • Corporate Finance

• Treasury • Treasury • Treasury
• Investment Banking • Investment Banking • Investment Banking
• Institutional Equities • Institutional Equities • Institutional Equities
 Product line
AXIS BANK YES BANK KOTAK BANK
Investments and Investments and Investments and
Insurance Insurance Insurance

• Life Insurance • Life Insurance • Life Insurance

• Mutual Funds • Mutual Funds • Estate Planning
• Gold • Gold • Mutual Funds
• Share Trading • Share Trading • Gold
• Share Trading

Loans and Borrowings Loans and Borrowings Loans and Borrowings

• Car Finance • Car Finance • Car Finance

• Commercial Loans • Commercial Loans • Commercial Loans
• Home Loans • Home Loans • Home Loans
• Personal Loans • Personal Loans • Personal Loans
• Loans Against Property • Loans Against Property • Loans Against Property
• Agriculture Loan
 Potential Product
Core Basic Expected Augmented Potential
Benefits Product Product Product Product

The basic Safety of deposits Timely service Goods waiting Mobile and
necessity to use Loan able funds Long banking rooms Internet Banking
banking services etc. hours Extensive ATM New Schemes
in order to handle Low interest rates network tailored for
finance more Promotional specific customers
efficiently discounts
 Pricing mix
 Value Pricing

 Going Rate Pricing

 Markup Pricing
 Place mix
• The trade area
• Population characteristics
• Commercial structure
• Industrial structure
• Banking structure
• Proximity to other convenient outlets
• Real estate rates
• Proximity to public transportation
• Drawing time
• Location of competition
• Visibility
• Access
 Promotion mix
COMMUNICATING TOOLS:
 Internet Banking
 Mobile Banking

Factors considered for Promotion:

 Finalizing the budget
 Selecting a suitable vehicle
 Making possible creativity
 Testing the effectiveness
 Instrumentality of Branch Managers
 WAYS OF
PROMOTION
 Public Relations
 Personal Selling
 Sales Promotion
 Word-of-Mouth Promotion
 Tele-Marketing
 Advertising & Media
 E-Marketing(Internet)
 PROMOTION
AXIS BANK
EXAMPLE YES BANK KOTAK BANK
Advertising: Advertising: Advertising:
Television Television Television
Radio Radio Radio
Movies Movies Print Media:
Print Media: Theatres Hoardings
Hoardings Print Media: Newspaper
Newspaper Newspaper Magazines
Magazines Magazines Publicity:
Publicity: Publicity: Campus Visits
Campus Visits Campus Visits Sponsorship
Sponsorship Sponsorship Sales Promotion:
Sales Promotion: Sales Promotion: Gifts
Gifts Gifts Personal Selling:
Personal Selling: Personal Selling: Cross-Sale (Selling At
Cross-Sale (Selling At Cross-Sale (Selling At Competitors Place)
Competitors Place) Competitors Place) Personalized Service
Personalized Service Personalized Service
 PEOPLE
 Employees: An important
role in marketing operations of
services organization

Potential: Internal marketing-

attraction, development,
motivation and retention .

 Service:
Is a performance ;
Difficult to separate
performance from people.

 Investing in people quality in

service business means
investing in product quality.
 Process
 Flow of Activities: All major
activities of banks follow RBI
guidelines.

 Standardization:
Standardized procedures got
typical transactions; standard
forms, documentations.

 Customization: Specialty
counters to deal with
customers of a particular
scheme.

 Simplicity: Functions are

segregated.

 Customer involvement.
 Physical evidence
AXIS BANK YES BANK KOTAK BANK

• Internet/Web Pages • Internet/Web Pages • Internet/Web Pages

• Paperwork • Paperwork • Paperwork
• Brochures • Brochures • Brochures
• Furnishings • Furnishings • Furnishings
• Business Cards • Business Cards • Business Cards
• Building • Building • Building
• Signage • Signage • Signage
• Financial Reports • Financial Reports • Financial Reports
• Tangibles • Tangibles • Tangibles
• Punch Lines • Punch Lines • Punch Lines
• Employee’s Dress • Employee’s Dress • Employee’s Dress
Code Code Code
FUTURE OF BANKING
Strategies required to forecast scenario that influences business.
CONCLUSION
THANK YOU