ICICI Bank A Case study

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


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




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



7 Ps of ICICI Bank
Pricing
1. Pricing Decisions related to interest, fee or
commission.

2. RBI and IBA

3. Raising Number of Customers

4. 2 Fold Strategies
7 Ps of ICICI Bank
Place
1. Services are sold through branches

2. Making Promised Services available to the
ultimate users.

3. Branches OF ICICI:
1900 in India and 33 in Mumbai.
7 Ps of ICICI Bank
Promotion
1. Advertising - Television, radio, movies, theatres
2. Print Media- Hoardings, newspaper, magazines
3. Publicity- Road shows, campus visits, sandwich man,
Sponsorship
4. Sales Promotion- Gifts, discount and commission,
incentives, etc.
5. Personal Selling- Cross-sale (selling at competitors place),
personalized service
6. Telemarketing- ICICI one source Call center (mind space)
7 Ps of ICICI Bank
Process
1. Standardization- ICICI bank has got standardized
procedures got typical transactions

2. Customization- Specialty counters at each branch to deal
with customers of a particular scheme

3. Simplicity- Separate counters exist with clear indication

4. Customer Involvement- Money matters and signature


7 Ps of ICICI Bank
Physical Evidence
1. Signage

2. Financial Reports- The Companys financial reports are issued to
the customers to emphasis or credibility

3. Tangibles- Pens, Writing Pads to the internal customers. Passbook
and Cheque books to the customers.

4. Punch lines- Hum Hai Naa

5. Employees Dress Code- ICICI bank follows a dress code for their
internal customers

7 Ps of ICICI Bank
People
1. All people directly or indirectly involved in the
consumption of banking services.

2. Workers, Employees, Management and other
Consumers

3. Employees of a Bank represents the organization to
its customers.

4. Internal Marketing




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