7 P’s of Icici Bank
SRM UNIVERSITY – RAMAPURAM FACULTY OF BUSINESS ADMINISTRATION NAME:S. PRADEEP REG NO:3511120047 COURSE:MBA “A” sec SUBJECT:MARKETING MANAGEMENT TOPIC:7 P’S OF MARKETING OF ANY ONE PRODUCT 7 P’S OF MARKETING FOR ICICI BANK PRODUCT 1. DEPOSITS ICICI Bank offers wide variety of Deposit Products to suit our requirements. Coupled with convenience of networked branches/ over 1800 ATMs and facility of E-channels like Internet and Mobile Banking, ICICI Bank brings banking at your doorstep. ? Savings Account ? Senior Citizen Services ? Young Stars ? Fixed Deposits ? Recurring Deposits ? Roaming Current Account ICICI Bank Salary Account 2. INVESTMENTS Along with Deposit products and Loan offerings, ICICI Bank assists you to manage your finances by providing various investment options such as: • ICICI Bank Tax Saving Bonds • Government of India Bonds • Investment in Mutual Funds • Initial Public Offers by Corporate • Investment in “Pure Gold” • Foreign Exchange Services • Senior Citizens Savings Scheme, 2004 3. ANYWHERE BANKING ICICI Bank is the second largest bank in the country. It services a customer base of more than 5 million customer accounts through a multi-channel access network.
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This includes more than 500 branches and extension counters, over 1800 ATMs, Call Centre and Internet Banking. Thus, one can access the various services ICICI Bank has to offer at anytime, anywhere and from anyplace. 4. LOAN a) Home Loans b) Personal Loans c) Car Loans d) Two Wheeler Loans e) Commercial Vehicle Loans f) Loans against Securities g) Farm Equipment Loans h) Construction Equipment Loans i) Office Equipment Loans j) Medical Equipment Loans 5. CARDS a) Credit Card b) Debit cum ATM Card c) Travel Card 6. DEMAT SERVICES ICICI Bank Demand Services boasts of an ever-growing customer base of over 7 lacks account holders. 7. MOBILE BANKING With ICICI Bank, banking is no longer what it used to be. ICICI Bank offers Mobile Banking facility to all its Bank, Credit Card and Demat customers. ICICI Bank Mobile Banking enables you to bank while being on the move. 8. NRI SERVICES ONLINE MONEY TRANSFER Benefits: • FREE Money transfers into accounts with over 30 banks in India • Demand Drafts issued and payable at over 1250 locations in India • ONLINE Tracking of the status of your funds • SUPERIOR Exchange rates OFFLINE MONEY TRANSFER facility is also available across geographies through • Our local branches and in association with partner banks/ exchange houses. PRICE The pricing decisions or the decisions related to interest and fee or commission charged by banks are found instrumental in motivating or influencing the target market. The RBI and the IBA are concerned with regulations. The rate of interest is regulated by the RBI and other charges are controlled by IBA. The pricing policy of a bank is considered important for raising the number of customers’ vis-a-vis the accretion of deposits.
Also the quality of service provided has direct relationship with the fees charged. Thus while deciding the price mix customer services rank the top position. The banking organizations are required to frame two- fold strategies. First, the strategy is concerned with interest and fee charged and the second strategy is related to the interest paid. Since both the strategies throw a vice- versa impact, it is important that banks attempt to establish a correlation between two. It is essential that both the buyers as well as the sellers have feeling of winning.
The bank needs to meet its financial objectives Some considerations for loan and deposit pricing are: • ROA or ROE objectives • Related income taxes • Earning assets to total assets • Equity-to-asset ratio • Cost to service earning assets being funded or deposits funding an earning asset • Pricing for the activities and risks associated with the product • Rate tiers based on product balances • Asset and liability mix Another element to consider in the pricing of earning assets is the risk of loss.
Most notably, this is relevant in loan pricing. Many banks assign a risk weighting to individual loans over a certain size or based on loan type and assign a credit risk charge based on those ratings. Customer relationships are difficult to assign a value to in the pricing process. Customers will generally press for some price concessions in consideration of other relationships they have with the bank. Asset and liability mix also impacts pricing results. Generally speaking, banks operating with higher loan-to-asset ratios are able to afford to pay more for deposits.
Likewise, banks can afford to be more competitive on certain deposit products if they have fewer maturities in a particular timeframe or less total outstanding balances in a product line. The market rate for the core product Customers have more distribution channels available to them today than at any other point in history. In the past 10 years, the number of bank locations has increased 20%. Of course, there are the mortgage bankers, the Internet, and a host of other financial service providers competing for your customer’s loan and deposit business.
The point is, the competitive marketplace always ensures that if a financial institution is charging too much for loans or paying too little for deposits, its share of the market will likely dwindle as existing and prospective customers find alternative providers. You can do the entire entire math you want to determine required pricing points, but if you’re pricing is uncompetitive, your market share will shrink. The bank has to do to sales and operations to make its rates the most competitive in its market Pricing is a key issue for the associates who sell bank products to your customers.
The fact is, lenders want the lowest rates, and people dealing with depositors want to pay the highest rates. You need the right balance of fee income, strategies to reduce operating costs, and a healthy asset and liability mix to change your required pricing. PLACE • The selection of a suitable place for the establishment of a branch is significant with • The view point of making place accessible. • The safety and security provisions a • Convenient to both the parties, such as the users and the bankers • Infrastructure facility • Near to station and located on s. v. road well crowded area. Market coverage 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) PROCESS Flow of activities: All the major activities of ICICI banks follow RBI guidelines. There has to be adherence to certain rules and principles in the banking operations.
The activities have been segregated into various departments accordingly. Standardization: ICICI bank has got standardized procedures got typical transactions. In fact not only all the branches of a single-bank, but all the banks have some standardization in them. This is because of the rules they are subject to. Besides this, each of the banks has its standard forms, documentations etc. Standardization saves a lot of time behind individual transaction. Customization: There are specialty counters at each branch to deal with customers of a particular scheme.
Besides this the customers can select their deposit period among the available alternatives. Number of steps: numbers of steps are usually specified and a specific pattern is followed to minimize time taken. Simplicity: in ICICI banks various functions are segregated. Separate counters exist with clear indication. Thus a customer wanting to deposit money goes to ‘deposits’ counter and does not mingle elsewhere. This makes procedures not only simple but consume less time. Besides instruction boards in national boards in national and regional language help the customers further.
Customer involvement: ATM does not involve any bank employees. Besides, during usual bank transactions, there is definite customer involvement at some or the other place because of the money matters and signature requires. PHYSICAL EVIDENCES Physical evidence is the material part of a service. Strictly speaking there are no physical attributes to a service, so a consumer tends to rely on material cues. There are many examples of physical evidence, including some of the following: • Internet/web pages • Paperwork • Brochures • Furnishings Business cards • The building itself (such as prestigious offices or scenic headquarters) The physical evidences also include signage, reports, punch lines, other tangibles, employee’s dress code etc. Signage: Each and every bank has its logo by which a person can identify the company. Thus such signages are significant for creating visualization and corporate identity. Financial reports: The Company’s financial reports are issued to the customers to emphasis or credibility. Tangibles: Bank gives pens, writing pads to the internal customers.
Even the passbooks, cheque books, etc reduce the inherent intangibility of services. Punch lines: Punch lines or the corporate statement depict the philosophy and attitude of the bank. Banks have influential punch lines to attract the customers. Employee’s dress code: ICICI bank follows a dress code for their internal customers. This helps the customers to feel the ease and comfort. PEOPLE All people directly or indirectly involved in the consumption of banking services are an important part of the extended marketing mix.
Knowledge Workers, Employees, Management and other Consumers often add significant value to the total product or service offering. It is the employees of a bank which represent the organization to its customers. In a bank organization, employees are essentially the contact personnel with customer. Therefore, an employee plays an important role in the marketing operations of a service organization. To realize its potential in bank marketing, ICICI become conscious in its potential in internal marketing – the attraction, development, motivation and retention of qualified employee-customers through need meeting job-products.
Internal marketing paves way for external marketing of services. In internal marketing a variety of activities are used internally in an active, marketing like manner and in a coordinated way. The starting point in internal marketing is that the employees are the first internal market for the organization. The basic objective of internal marketing is to develop motivated and customer conscious employees. A service company can be only as good as its people. A service is a performance and it is usually difficult to separate the performance from the people.