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Submitted By:
Submitted To:
Gourav Goyal Mrs.
Mansi Arora
Nilanjan Nandi
Amrita Mishra
State Bank of India
Largest nationalized commercial bank in India
In terms of assets
number of branches
Deposits
profits
workforce
Headquarters in Mumbai, India.
HISTORY OF SBIBank nationalized in 1955.
By early 1990s accounted for 90% of
country’s banking business.
By 1992 had over 60,000 branch
offices.
It was founded in 1 July 1955.
It has 14 head offices across India.
It has 150 overseas branches.
Old name is Imperial Bank Of India.
Established In 1806 at Calcutta as
Bank Of Calcutta.
Over 8,500 ATM’s
Listed in B.S.E & N.S.E.
Later Renamed as ‘Bank Of Bengal’
Later Bank Of Madras, Bank Of
Bombay & Bank Of Bengal were merged
to form ‘Imperial Bank Of India’ (1921).
PRODUCTS
Investment banking
Commercial Banking
Retail Banking
Private Banking
Asset Management
Pensions
Mortgages
Credit Cards
Services of S.B.I.Personal BankingAgricultural/Rural BankingNRI servicesS.M.E.Government BusinessE-Tax ServicesLife insuranceLoan
COMPETITORS
SWOT ANALYSIS
STRENGTH
• Brand Name
• Wide Distribution Network
• Market Leader
• Diversified Portfolio
• Low Transition Cost
• Highest market Capitalization & Profits
WEAKNESS
• Hierarchical management structure
• Highest non performing assets (NPAs)
OPPORTUNITIES
• Financial Inclusion
• Rural India
• Merger of associate banks with SBI
• Global expansion
• Micro Finance
• Branch Expansion
• Strong economic growth
• Corporate demand for credit
THREATS
• Advent of MNC banks
• Changing interest rates and the changing policies of RBI
• Competition in the retail segment
• Private banks in the rural and semi-urban sector
• Change in government policies
Segmentation
Segmentation of S.B.I.
Geographic - Tier-I, Tier –II, Tier-III,
Rural & Semi –urban Branches.
Age - 10-26,27-40,41-59, 60 & above
Income - Marginal, Low, Middle, High
Occupation - Unskilled Workers,
Skilled workers, Shop Owners,
Businessmen.
Geographic SegmentationTier-I – Mortgage, Auto loan, Education Loan, Investment
& Insurance
Tier –II-Housing Loan, 2 wheeler Loan, Gold Loan, Credit
Card, Mutual Funds.
Tier-III- Loan Against Property, Fixed Deposits, Insurance.
Rural & Semi –urban Branches- Agriculture Loans, Motor
Loans, Etc.
Age GroupStage Financial
SituationBanking Needs
10-26 Few financial burden, recreation oriented
Low cost checking, auto loan, credit card
27-40 Home purchasing peak, liquid assets low
Mortgage, credit card, revolving credit line, bill consolidation loan
41-59 Good financial position
Home improvement loan, investment services
60 & above Significantlyreduced income
Monthly income checks on CDs
IncomeLow- Fixed Deposits, Personal Loans, Agriculture
Loans
Middle- Mutual Funds, Home Loan, Consumer
Durable Loans, Education Loans,
High- Offers car loan, Credit card Services, Home
improvement loans, Insurance.
OccupationUnskilled Workers- Insurance Policies, Saving account,
Investment Schemes.
Skilled workers- Loan for home, education, Consumer durables,
Car Loans,
Shop Owners- Cash Credits, Insurance, Loan against bonds.
Businessmen- Medium Term Loans, Loan against property , loan
against gold.
TARGETING
Meaning of TargetingA target market is a group of customers that the business
has decided to aim its marketing efforts and ultimately its
merchandise .
Process of Targeting
Defining the abilities of the company and resources needed
to enter a market.
Analyzing competitors on their resources and skills.
Considering the company’s abilities compared to the
competitor’s abilities.
Deciding on the actual target markets.
Target
MarketsTwo Types:
Current users
Proposed users
Rural population
Markets of tier II and tier III cities with MFs
Working Class(High Net Individuals)
Increasing Middle Class
SBI communication Objectives can be:
Increasing AWARENESS and KNOWLEDGE about the new and existing products.
To grab ATTENTION of consumers.
To Enhance purchase actions.
REINFORCEMENT
Increase in Market Share
and sales.
Positioning
Meaning of PositioningAn important step before developing the
marketing mix is deciding on how to create
an identity or image of the product in the
mind of the customer.
Process of Positioning
Identifies the differential advantages in each segment.
Decides on a different positioning concept for each of these
segments.
Positioning of S.B.I.
THANK YOU