MARKETING STRATEGY OF ICICI BANK

DEEPAK SHIVHARE NITESH SINGH HUNNY VERMA ANMOL KHERA

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FOCUS AREAS OF MARKETING EFFORT

Target marketing and customer acquisition Share of wallet Channel strategy and management Relationship management and database marketing Product development & innovation Credit approval

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TYPES OF MARKETING

Traditional external marketing

Internal marketing

Interactive marketing

BASIS FOR SEGMENTATION

OCCUPATION Different products for different occupational segment identified INCOME Minimum balance serves as a income segment barrier GEOGRAPHICAL Concentrated on Tier 1 & Tier 2 Cities trying to extend reach AGE Different products like student account

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TARGETING
Differentiated Marketing Strategy Tailors its marketing campaigns to meet the needs of its target prospects Creates differentiated product offering for different segment Use of technology in tracking customer segment

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POSITIONING
Core proposition Hum hain na trust, credibility, total financial solution provider (brought about through its cross selling effort) Khayaal Aapka. The Bank that Cares about the smaller things in your life

Promotion Strategy

Corporate Branding
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Product Branding

A man strolls down a beach, "Zindagi naam hai, mushkil ko aasaan banaane ka. Zindagi naam hai zindagi ko aasaan baane ka."

Cut to a house, a man addresses the members, "I am Ajay Sharma from ICICI. Ma'am your home loan has been sanctioned."

Amitabh Bacchan turns to face the camera, "Bas. Ek bharosemand saathi hona chahiye."

MVO: "Saathi jo zindagi ko aasan banaaye." Super: 'ICICI Group. Saral. Surakshit. Samajhdar.'

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A couple enter ICICI Bank and are served coffee as they wait to open an account.

Super: How long does it take to open an account with ICICI Bank?

While the young woman, with her ICICI credit card, books tickets for her, online.

As the older woman takes a peek at the screen, she is pleasantly surprised.

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OTHER INITIATIVES
In-film promotions - Baghban Co-Branding Initiatives Alliance with Amway India for launch of the international credit card. The card will enable Amway distributors to purchase Amway products and earn and redeem reward points Indian Railways Catering And Tourism Development Corporation, in conjunction with ICICI Bank, announced the launch of mobile payments and ticketing system, offering IRCTC customers to book railway tickets via SMS and make payments through their ICICI Bank accounts

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