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SERVICEMARKETINGMIXICICI Bank

By

Ajesh, Dimple

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COMPANYPROFILE

MD & CEO - Chanda Kochar

Indias Largest Private Sector Bank

2ndlargest bank in India in all Sectors

Total assets of Rs. 3,562.28 billion

Incorporated -1955, Bank in -1994Network in 18 Countries

Listed in NSE,BSE and NYSE

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SERVICEMARKETINGMIX

Product

Price

Place

Promotion

Physical evidence

People

Process

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THEPRODUCTMIX

ICICI Bank offers wide variety of Deposit Products to suit our requirements. Coupledwith

convenience of networked branches/ over 1800 ATMs and facility of E-channelslike

Internet and Mobile Banking, ICICI Bank brings banking at your doorstep.

Savings Account

: ICICI Bank offers a power packed Savings Account with a host of convenient features

and banking channels to transact through.

Senior Citizen Services:

The Senior Citizen Services from ICICI Bank has severaladvantages that are tailored to

bring more convenience and enjoyment in your life.

Young Stars:

It's really important to help children learn the value of finances and moneymanagement at

an early age. Banking is a serious business, but we make banking a pleasure and at thesame time children learn how to manage their personal finances.

Fixed Deposits:

Safety, Flexibility, Liquidity and Returns!!!! A combination of unbeatable features of the

Fixed Deposit from ICICI Bank.

Recurring Deposits

: Through ICICI Bank Recurring Deposit you can invest smallamounts of money everymonth that ends up with a large saving on maturity. So youenjoy twin advantages-

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THEPRODUCTMIX

Deposits

Investments

Loan

Cards Demat Services

Mobile Banking

Internet Banking

NRI Services

Life and General Insurance

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THEPRICEMIX

Interest

Fee

Commission

Very much dependent on the quality of service Important coz,

Decides the no of customers

Profit of the business

The right balance (interest charged and interest

paid)

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THEPLACEMIX

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

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THEPROCESSMIX

Standardizd

Simplicity

Cust.

Focused

Customized Processes

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RBI regulations kept

Definite format for documents as well as well defined

procedures for each transaction, thereby least time forprocessing

Various functions are segregated, so no confusion unlike

many of the public sector banks

Thedocumentation process and formalities

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THEPHYSICALEVIDENCEMIX

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

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THEPEOPLEMIX

Management,

Knowledge Workers,

Employees(most important) and

Consumers

Immense, quality training provided

Excellent internal marketing plans

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THEPROMOTIONMIX

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

http://localhost/var/www/apps/conversion/tmp/scratch_9/YouTube%20-%20icici%20bank%20advt.flvhttp://localhost/var/www/apps/conversion/tmp/scratch_9/YouTube%20-%20icici%20bank%20advt.flvhttp://localhost/var/www/apps/conversion/tmp/scratch_9/YouTube%20-%20icici%20bank%20advt.flvhttp://localhost/var/www/apps/conversion/tmp/scratch_9/YouTube%20-%20icici%20bank%20advt.flvhttp://localhost/var/www/apps/conversion/tmp/scratch_9/YouTube%20-%20icici%20bank%20advt.flv

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SERVICEGAPFLOWCHART

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GAPS model

According to the Gaps model, ICICI Bank have created the gapsbetween its customer and its services provided. Major four gaps areidentified as per the above model. The listening gap which is due ofunidentified the clarity of customers' expectations; in spite of evenidentifying them, it could not fulfill them because of its massive customerbase, for which the bank has to work on a large scale strategies in

budgeting and other key aspects. The bank promotes itself as theeasiest banking system, but, it is not the case in branch banking due toinadequate staff and infrastructure to meet the grown customer walk -ins. The gap between the service design and standards is because of notdelivering the right services or selling right products to right audience.The inadequate staffing and lack of training for the front line staffmembers created the gap of service performance. And the gap ofcommunication is due to inefficiency in managing the customers'expectations and could not keep up the service guarantees.

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THANKYOU

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