service marketing mix icici bank ajesh,dimple (sngist '09)
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a ppt on icici bank's marketing mix.by Ajesh n Dimple(sngist '10)TRANSCRIPT
SERVICE MARKETING MIXICICI Bank
By Ajesh, Dimple
COMPANY PROFILE
MD & CEO - Chanda Kochar
India’s Largest Private Sector Bank
2nd largest bank in India in all Sectors
Total assets of Rs. 3,562.28 billion
Incorporated -1955, Bank in -1994
Network in 18 Countries
Listed in NSE,BSE and NYSE
SERVICE MARKETING MIX
Product
Price
Place
Promotion
Physical evidence
People
Process
THE PRODUCT MIX
Deposits Investments Loan Cards Demat Services Mobile Banking Internet Banking NRI Services Life and General Insurance
THE PRICE MIX
Interest Fee Commission Very much dependent on the quality of service Important coz,
Decides the no of customersProfit of the business
The right balance (interest charged and interest paid)
THE PLACE MIX
Has a wide network both in India and abroad
1,620 branches and about 4,700 ATMs
Has made its presence felt in 18 countries incl. US, UK, Russia, Canada, Germany and many other Asian countries
THE PROCESS MIX
Standardizd
Simplicity
Cust. Focused
Customized Processes
RBI regulations kept
Definite format for documents as well as well defined
procedures for each transaction, thereby least time for
processing
Various functions are segregated, so no confusion unlike
many of the public sector banks
“The documentation process and formalities”
THE PHYSICAL EVIDENCE MIX
Specialty counters at major branches for different customer segments
Many examples of physical evidence such as Signage Reports Internet/web pages Brochures Furnishings and other tangibles Employees’ dress code The building itself
THE PEOPLE MIX
Management,
Knowledge Workers,
Employees(most important) and
Consumers
Immense, quality training provided
Excellent internal marketing plans
THE PROMOTION MIX
Advertising: Television, radio, movies, theatres, mobiles, internet etc
Print media: hoardings, newspaper, magazines Publicity: road shows, campus visits, sandwich man,
Sponsorship Sales promotion: gifts, discount and commission, incentives
etc. Telemarketing thru call centres The “Hum Hain Na” advertisement campaign
THANK YOU