1.

Salil (27)
Rajnish (28)
Rishabh (29)
Rishika (30)
Sachin (32)
2. What is banking?
3. Basic Definition: A system of trading money which:
provides a safe place to save excess cash, known as deposits.
supplies liquidity to the economy by loaning this money out to help businesses grow and to allow
consumers to purchase consumer products, homes, cars etc.
4. What are banks
Institutions which deals in money and credit.
An intermediary, which handles other people’s money both for their advantage and to its own
profits.
A financial institution that links the flow of funds from savers to the users.
Plays an important role in the economy of any country as they hold the saving of the public.
5. Types of banks in India
o Central Bank: The Reserve Bank of India is the central Bank that is fully owned by the
Government
o Public Sector Banks: State Bank Group, Regional rural banks
o Private Sector Banks: Foreign Banks, Scheduled and Non- Scheduled Banks
o Co-operative Sector: State Co-operative Banks, Central Co-operative Banks, Primary
Agriculture Credit Societies
o Development Banks/Financial Institutions: IDBI, ICICI, NABARD
6. Commercial Role of Banking
Issue of banknotes (promissory notes issued by a banker and payable to bearer on demand)
Processing of payments by way of telegraphic transfer, EFTPOS, internet banking or other means
Issuing bank drafts and bank cheques
Accepting money on term deposit
Lending money by way of overdraft, installment loan or otherwise
7. Commercial Role of Banking
Providing documentary and standby letters of credit (trade finance), guarantees, performance
bonds, securities underwriting commitments and other forms of off-balance sheet exposures
Safekeeping of documents and other items in safe deposit boxes
Currency exchange
Acting as a 'financial supermarket' for the sale, distribution or brokerage, with or
without advice, of insurance, unit trusts and similar financial products
8. Economic Role of Banking
Issue of money, in the form of banknotes and current accounts subject to cheque or payment at the
customer's order.
Netting and settlement of payments.
Credit intermediation
Credit quality improvement
Maturity transformation
9. What is bank marketing?
“Bank marketing is the aggregate of functions, directed at providing services to satisfy customers
financial (and other related) needs and wants, more effectively and efficiently than the competitors
keeping in view the organizational objectives of the bank.”
10. Why bank marketing necessary?
The existence of the bank has little value without the existence of the customer.
Aim is not only to create and win more and more customer but also to retain them through effective
customer service.
Appropriate promise to a customer through a range of services (products) and also to ensure
effective delivery through satisfaction is important.
11. Concept of bank marketing
Identifying the most profitable markets now and in future;
Assessing the present and future needs of customers;
 Setting business development goals and making plans to meet them
Managing the various services and promoting them to achieve the plans
Adapting to a changing environment in the market place.
12. Marketing strategies
Designed after taking into account the strengths and weaknesses of the organization.
bank with clientele from various segments could think of “market penetration” by offering the
existing range of services to existing customers.
Bank which are not facing acute competition could think of “Market Development” by offering the
existing services to new customers.
design new product range for their customers of various segments
13. Segmentation
o How the seller’s determines which buyer’s characteristics produce the best partitioning
of the particular market?
o The seller does not want to treat all customers alike nor does he want to treat them all
differently
14. Segmentation
Banks deal with individuals, group of persons and corporates
More or less homogenous groups in terms of their needs and expectations.
Market segments, targeting one or more segments, developing products and marketing programs
tailor-made for these segments.
15. Criterion for Market Segmentation in India
Agricultural Sector
Marginal
2 to 5 acres
5 to 10 acres
10 acres and above
Industrial Sector
Tiny
Co-operative
Small-sized
Large- sized
16. Criterion for Market Segmentation in India
Services Sector
Household Sector
Marginal
Low Income
Middle Income
High Income
17. Market Targeting in which each segment’s attractiveness is measured and a target segment is
chosen based on its attractiveness.
Positioning which is the act of establishing a viable competitive position of the firm and its offer in
the target segment chosen.
18. Types of Marketing
19. Traditional external marketing
consists of usual four ‘Ps’ of Product, Price, Place and Promotion of marketing mix
Product: The products offered are the services which includes various types of bank accounts,
different types of loans, investment services, Credit cards, Demat accounts, online banking, mobile
banking and many more.
20. Pricing
21. Buyers look for satisfaction which differs from person to person.
Keeping in view the level of satisfaction of a particular segment, the banks have to frame the
pricing strategies.
The interest charged and the interest paid should have a co-relation between them.
22. General steps for pricing
23. Place
It refers to the establishment and functioning of a network of branches and other offices through
which banking services are delivered.
Objective is to get the right product ,at right places at right time at the least cost.
 Extensive branch network- access to large section of people
Proximity may play a determinant role in selecting the bank.
24. Banks are coming up with extension counters, specialized branches, mobile branches, banks
acquisition and amalgamation so as to have sufficient point of contacts with the customer.
With the advent of technology other point of contacts have come up. Such as:
ATM
Telephone banking
Online banking
Mobile banking
Video banking etc.
25. Promotion
Advertising
Publicity
Sales Promotion
Personal Selling
Push and Pull Strategies
26. Internal marketing
It involves the people(5th P) of the bank i.e. the employees.
Employees should also be treated as internal customers, and sort of marketing mix should be
followed.
Quality Human resource can be a point of differentiation
27. Interactive marketing
The quality of service provided during the buyer-employee interaction.
Efforts for previous strategies will turn futile if the interaction does not takes place satisfactorily.
It involves :
Process (6th P)
Physical evidence (7th P)
28. Process
Refers to the systems used to assist the organization in delivering the service.
Aids to the promotion of customer satisfaction
It involves:
speeding delivery of services
reducing the paper work
standardization of procedures
customization as per individual demand
simplicity etc.
29. Physical evidence
It includes signage, reports, punch lines, other tangibles, employee’s dress code etc.
The company’s financial reports are issued to the customers to emphasis or credibility.
Signage: Each and every bank has its logo by which a person can identify the company. It creates
visualization and corporate identity for the banks.
Tangibles: banks give pens, writing pads to the customers.
Punch lines: Depicts the philosophy and attitude of the bank. Banks have influential punch lines to
attract the customers.
30. Current Marketing Strategies
Referral services
Direct mailing
Cold calling
Offering items having your brand identity
Using the media
Getting celebrities to endorse the product or service.
Sponsoring events
Using permission-based Marketing
31. Customer satisfaction
Recommendation of Talwar’s committee,1975:
Establishment of customer service committee/staff committee in the every ranch.
Customer meets to be held at the branches at least once in a half year.
15th of every month (next day if 15th is a holiday) to be observed as customer’s day at branches
 and administrative offices.
Provision of complaint-cum-suggestion box in every branch.
32. Provision of ‘May I help you’ counter in branches.
Immediate credit of cheques up to Rs.2,500 which has since been increased to Rs.15,000.
Payment of penal interest in case of delay of collection of cheques.
In the year 1995 ‘Banking Ombudsman’ was established by RBI with objective of resolving
customer grievances in a quick and inexpensive manner.
33. Rural bank marketing
Follows 80-20 Parato principal
Bankers need to understand the rural psychology
Employing local literate youth for confidence building
Banker must be aware of agriculture aspects, cultural and communal aspects, institutional facilities
etc.
Process of change should be known to him
Status of various development plans should be known
34. “RURAL” Strategy
R:Retail Business for Rural Community As
(Consumer & Producer)
U: Urban facilities, Investment, Infrastructure
R: Animal Husbandry & Allied Activities
A: Agri Production(Field Crops, Plantation)
L: Linkages & Synergy
35. New Avenues for Rural Business: Special Focus
Horticulture, Plantation, Vegetable growing, Floriculture, aromatic and medicinal plants, Bio-diesel
plants etc. for high investment Opportunities
Post Harvest and Food Processing
Seed Multiplication & Processing
Dairy Farming, Sericulture, Aqua-Culture & Others.
Irrigation Projects & Wasteland Developments.
Rural Tourism & Other emerging areas.
36. ICICI Bank – A Case study
37. Industrial Credit and Investment corporation of India bank - largest private sector bank in market
capitalization
Second largest overall in terms of assets.
largest issuer of credit cards in India
38. MARKETING OF SERVICES BY ICICI BANK:
Product :
Saving account: offers a power packed Savings Account with a host of convenient features and
banking channels to transact through.
Senior citizen services: convenience with benefits
Fixed Deposits : Safety, Flexibility, Liquidity and Returns
39. Recurring Deposits: Affordability and higher earnings.
Roaming Current: access your accounts at over 500 networked branches across the country.
Loans: Home Loans. Personal Loans. Car Loans, two Wheeler Loans, Commercial Vehicle Loans.
Loans against Securities, educational loans etc
Investments: ICICI Bank Tax Saving ,Foreign Exchange Services, Senior Citizens Savings
Scheme, 2004.
Cards: Credit card, ATM card, travelers card
Demat services
Online money transfer
Mobile banking
40. 7 Ps of ICICI Bank
Pricing
Pricing Decisions related to interest, fee or commission.
RBI and IBA
Raising Number of Customers
4.2 Fold Strategies
41. 7 Ps of ICICI Bank
Place
Services are sold through branches
Making Promised Services available to the ultimate users.
3. Branches OF ICICI:
1900 in India and 33 in Mumbai.
42. 7 Ps of ICICI Bank
Promotion
Advertising - Television, radio, movies, theatres
Print Media- Hoardings, newspaper, magazines
Publicity- Road shows, campus visits, sandwich man, Sponsorship
Sales Promotion- Gifts, discount and commission, incentives, etc.
Personal Selling- Cross-sale (selling at competitors place), personalized service
Telemarketing- ICICI one source Call center (mind space)
43. 7 Ps of ICICI Bank
Process
Standardization- ICICI bank has got standardized procedures got typical transactions
Customization- Specialty counters at each branch to deal with customers of a particular scheme
Simplicity- Separate counters exist with clear indication
4. Customer Involvement- Money matters and signature
44. 7 Ps of ICICI Bank
Physical Evidence
Signage
Financial Reports- The Company’s financial reports are issued to the customers to emphasis or
credibility
Tangibles- Pens, Writing Pads to the internal customers. Passbook and Cheque books to the
customers.
Punch lines- “Hum HaiNaa”
5. Employee’s Dress Code- ICICI bank follows a dress code for their internal customers
45. 7 Ps of ICICI Bank
People
All people directly or indirectly involved in the consumption of banking services.
Workers, Employees, Management and other Consumers
Employees of a Bank represents the organization to its customers.
4. Internal Marketing
46. THANK YOU
47. 1 – 8 rajnish
9 – 17 salil
18- 25 pradeep
26 – 32 rishabh
33 -35 sachin
36 – 46 rishika