Service Sector

Management
Project On:

Marketing Mix
in ICICI
Submitted by:

T.Y.B.M.S (B)

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 DECLARATION

They the below mentioned students of T.Y.B.M.S (Div- B) hereby declare

that, the study undertaken on Marketing Mix in ICICI Bank is true

and to the best of their knowledge.

Group Members Roll Number

Varad Oak 67

Bhushan Pawar 68

Amrin Shaikh 69

Imran Chouhan 70

Shraddha Sawant 71

Mohan Shirsat 72

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 ACKNOWLEDGMENT

One is filled with great sense of pride when students are able to

distinguish themselves in work, even beyond the ftheir walls of the

classroom.

They are grateful to many trans-generational stheirces and roots of

wisdom that helped us to make this project viable and also on right time.

The material and arrangement has slowly evolved and has imbued their

deep and sincere immersion in it.

Their hearty thanks to all their friends and colleagues for cooperating and

supporting us in completing the given assignment.

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 SERVICE
MEANING:
A service is the action of doing something for someone or
something. It is largely intangible (i.e. not material). A product is
tangible (i.e. material) since you can touch it and own it. A
service tends to be an experience that is consumed at the point
where it is purchased, and cannot be owned since is quickly
perishes. A person could go to a café one day and have excellent
service, and then return the next day and have a poor
experience.
CHARACTERISTICS OF SERVICES
Many organizations have service elements to the product they
sell, for example McDonald’s sell physical products i.e. burgers
but consumers are also concerned about the quality and speed of
service, are staff cheerful and theylcoming and do they serve
with a smile on their face?
There are five characteristics to a service:
Inseparable - Services are inseparable from the point where it is
consumed, and from the provider of the service.
Intangible - Services are intangible and cannot have a real,
physical presence as does a product. For example, motor
insurance may have a certificate, but the financial service itself
cannot be touched i.e. it is intangible.
Perishable - Services are perishable in that, once it has occurred
it cannot be repeated in exactly the same way. For example, once
a 100 metres Olympic final has been run, there will be not other
for 4 more years, and even then it will be staged in a different
place with many different finalists.
Variability - Since the human involvement of service provision
means that no two services will be completely identical. For
example, returning to the same garage time and time again for a
service on ytheir car might see different levels of customer
satisfaction, or speediness of work.
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 MARKETING MIX
The marketing mix is probably the most famous marketing term.
Its elements are the basic, tactical components of a marketing
plan. Also known as the Ftheir P's, the marketing mix elements
are price, place, product, and promotion.
Product - It must provide value to a customer but does not have
to be tangible at the same time. Basically, it involves introducing
new products or improvising the existing products.
Price - Pricing must be competitive and must entail profit. The
pricing strategy can comprise discounts, offers and the like.
Place - It refers to the place where the customers can buy the
product and how the product reaches out to that place. This is
done through different channels, like Internet, wholesalers and
retailers.
Promotion - It includes the various ways of communicating to
the customers of what the company has to offer. It is about
communicating about the benefits of using a particular product or
service rather than just talking about its features.
THE EXTENDED MARKETING MIX INCLUDES
People –
An essential ingredient to any service provision is the use of
appropriate staff and people. Recruiting the right staff and
training them appropriately in the delivery of their service is
essential if the organization wants to obtain a form of competitive
advantage. Consumers make judgments and deliver perceptions
of the service based on the employees they interact with..
Process –
Refers to the systems used to assist the organization in delivering
the service. Imagine you walk into Burger King and you order a
Whopper Meal and you get it delivered within 2 minutes.

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THE IMPORTANCE OF MARKETING IN THE SERVICE
SECTOR

Marketing was not that popular in services-industries as it was

with manufacturing firms. Many service businesses theyre small
and theyre not using management techniques such as marketing
which they thought would be expensive or irrelevant. There
theyre also service businesses like law and accounting firms
which believed that it is unprofessional to resort to marketing.
They relied more on their knowledge and efficiency than
marketing their services.
In India services sector has grown significantly. Its growth is also
quite important for India. The employment elasticity [to GDP
growth] in the services sector is higher than as in the case of
both agriculture and manufacturing sector. Secondly, the services
sector by providing complementary services to agriculture and
industry, acts as a catalyst in the growth of the entire economy.
Thirdly, with its greater flexibility in location, low capital intensity
and personal nature is ideally suited for the small sector, which is
the most important sector for overall development of Indian
economy. Accordingly, the services sector has grown faster than
the commodity sector.
BANK -

A bank is a financial institution licensed by a government. Its

primary activities include borrowing and lending money. Many
other financial activities theyre allotheyd over time.
BANK MARKETING-

Marketing as it is vietheyd today is a way of managing a business

so that each strategy is evolved with foreknowledge of the impact
of such decision on the customer. Banks have broadly three
dimensions, i.e., deposits, borrowings and other allied services.
The concept of bank marketing encompasses:
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 • Identifying the most profitable markets now and in future;
• Assessing the present and future needs of customers;
• Setting business development goals and making plans to
meet them;
• Managing the various services and promoting them to
achieve the plans;
ABOUT THE BANKING INDUSTRY

The banking industry which started in the olden days with

merchants lending money has today developed to a very great
extent. The nationalization of banks in 1969 led to the
identification of banking institutions as organizations that theyre
meant to take the country towards development. Today banks are
not mere suppliers of money but they have become providers of
services such as selling insurance, mutual funds, investment
opportunities etc. Today is the age of specialization and they can
find specialization in all fields including banking. The banks have
specialized in a particular line of finance. Various types of banks
have developed to suit the economic development and
requirements of the country.

The principal banking institutions of a country may be

classified into the
Following types:
1. Central banks:
Central bank is the bank of a country- a nation. Its main
function is to issue currency know n as “bank notes”. This
bank acts as the leader of the banking system and money
market of the country by regulating money and credit. These
banks are the bankers to the govt , they are bankers’ banks
and the ultimate custodian of a nations foreign exchange
reserves. There is now hardly any country that does not
have a central bank of it’s own. It acts, as a great engine of

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 growth of a state the central bank of India is reserve bank of
India.
2. Commercial banks:
A bank, which undertakes all kinds of ordinary banking
business, is called a commercial bank. It is so called because
it provides money and credit for commercial and trade
activities. They receive short and medium term deposits
from the public and grant short-term loans and advances.
They supply working capital to industries and enable them
to carry on production and manufacturing activities. They
grant loans and advances on the stocks of agricultural
commodities, industrial goods, etc. they discount internal
and foreign bills.
3. Industrial banks or financial institutions:
An industrial bank is one which specializes by providing
loans and fixed capital to industrial concerns by subscribing
to share and debentures issued by public companies. They
play an important role in the establishment and growth of
industries. Investment banks supply the block capital
required for the acquisitions of fixed assets. They provide
long-term loans and credits for periods varying bettheyen 5
and 15 years for industries to acquire fixed assets.
4. Exchange banks:
These types of banks are primarily engaged in the
transactions involving foreign exchange. They deal in foreign
bills of exchange import and export of bullion and otherwise
participate in the financing of foreign trade. They do a
number of incidental services such as opening of letters of
credit, issue of foreign currency drafts and travelers’
Cheques and supply of information about foreign customers.
They provide credit and loans in foreign currency and also
accept deposits in foreign currency.
5. Co-operative banks:
They are organized on co-operative principles of mutual help
and assistance. They grant short-term loans to the
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 agriculturists for purchasing of seeds, harvesting and for
other cultivation expenses. They accept money on deposit
from and make loans to their members at a low rate of
interest.
6. Land-mortgage banks:
They are agricultural development banks. The land
mortgage banks supply long-term loans for a period up to 15
yeas for development of land and to increase agricultural
yield. They create negotiable bonds out of real estate such
as land, building etc.
7. Savings banks:
These are institutions that collect the periodical savings of
the general public. Their main object is to promote thrift and
saving habits
8. Supranational banks:
Special banks have been created to deal with certain
international finance matters. Asian development bank is a
supranational bank, which provides finances for the
economic development of poor Asian countries. They
generally provide finance at concessional interest rates and
for long-term needs.
9. International banks:
International banks are those, which are operating, in
different countries. While, the registered office/ head office
is in one county, they operate through their branches in
other countries. They specialize in banking business
pertaining to foreign trade like opening of letters of credit,
providing shot-term finances in foreign currency, issue of
performance guarantee, arranging foreign currency credits,
etc.

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 INCREASING IMPORTANCE OF MARKETING MIX IN
BANKING INDUSTRY
The various other factors which have led to the increasing
importance of marketing in the banking industry are categorized
as follows:
Government Initiatives
The Indian economy embarked on the process of economic
reform and various policy measures initiated by the government
resulted in the increasing competition in the banking industry,
thereby highlighting the importance of effective marketing. The
Narasimhan Committee Report evidence of the Government’s
desire to ‘re-regulate’ the banking industry so as to enctheirage
efficiency through competition. The Government initiatives
include:
Deregulation of Interest Rates
The bank may reduce their Minimum Lending Rates so as to
attract customers (individual and corporate). Such reduction in
lending rates reduce the spread bettheyen the deposit rates and
lending rates,
Increasing Emphasis on Bank Profitability:
With the Narasimhan Committee Report, banks have been
directed to improve their efficiency, productivity and profitability.
Banks are required to be self-sufficient. In fact, the report has
adopted the BIS standards of capital adequacy (though in a
phased manner).
Foreign Banks
Foreign banks offer stiff competition to the Indian Banks and with
their superior services and technology offer them a competitive
advantage. Thus Indian Banks have to effectively apply
marketing concepts to attract customers.

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Entry of New Private Banks
In the early ‘90s new competition emerged in the form of new
Private Banks, who brought along with them a high technology-
based banking matching with International Standards and have
made a significant dent in the banking business by capturing
substantial share in the profits of the banking industry.
Reduction of Statutory Liquidity Ratio
With the Government’s aim of reducing the SLR to 25 percent,
the banks will have surplus funds for which they will have to
attract users.

LIST OF SERVICES PROVIDED BY ICICI

The services provided by banks are
• Accepting deposits,
• Lending money to the public,
• Transfer of money,
• Trustee business( underwriting),
• Safekeeping,
• Government business,
• Venture
 capital (providing start up Capital to a new and risky
business
• operations), Automated teller machine (ATM):,
• Phone banking, Net banking or Internet banking,
• Deposit insurance scheme.
Apart from the above, the different service portfolios of the banks
are Credit card, Home loans, Educational loans, Business loans,
Personal loans, Depository services, Term deposits, Payroll
accounts, NRI accounts, Fund management services for prisoners

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and retired people, Consultancy, Mutual funds, Government
securities, Smart cards, Currency exchange etc.,

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MARKETING MIX IN BANKING INDUSTRIES
1. PROMOTION:
Promotion mix includes advertising, publicity, sales promotion,
word– of – mouth promotion, personal selling and telemarketing.
2. PRICE:
The price must be high enough to cover costs and make a profit
but low enough to attract customers. There are a number of
possible pricing strategies. The most commonly used are:
3. PRODUCT:
The business has to produce a product that people want to buy.
They have to decide which ‘market segment’ they are aiming at –
age, income, geographical location etc.
4. PLACE:
Banks need to take into consideration the place factor as it
decides the volume of business for them.
5. PEOPLE:
Sophisticated technologies no doubt, inject life and strength to a
bank’s efficiency but the moment there is a lack of productive
human restheirces even the new generation of information
technologies would hardly produce the desired results.
Other than these are;

6. PROCESS:
All the major activities of banks follow RBI guidelines. There has
to be adherence to certain rules and principles in the banking
operations.
7. PHYSICAL EVIDENCE:
The physical evidences include the logo, the layout of the branch,
the passbooks, cheque books, the furniture, the reports, punch
lines, other tangibles, employee’s dress code etc.
8. PENETRATION PRICING :

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Charging a low price, possibly not quite covering costs to attain a
position in the market. This is quite popular with new businesses
trying to get a toehold.

ICICI

INTRODUCTION
ICICI Bank is India's second-largest bank with total assets of Rs.
3,674.19 billion (US$ 77 billion) at June 30, 2009 and profit after
tax Rs. 8.78 billion for the quarter ended June 30, 2009. The Bank
has a network of 1,485 branches and about 4,816 ATMs in India
and presence in 18 countries. ICICI Bank offers a wide range of
banking products and financial services to corporate and retail
customers through a variety of delivery channels and through its
specialised subsidiaries and affiliates in the areas of investment
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banking, life and non-life insurance, venture capital and asset
management.
ICICI was established by the Government of India in the 1960s as
a Financial Institution with the objective to finance large industrial
projects. ICICI was not a bank - it could not take retail deposits;
and nor was it required to comply with
ICICI Bank now has the largest market share among all banks in
retail or consumer financing. ICICI Bank is the largest issuer of
credit cards in India.
It was the first bank to offer a wide network of ATM's and has a
large
network of ATM's. ICICI Bank now has the largest market value of
all banks in India, and is widely seen as a sophisticated bank able
to take on many global banks in the Indian market.

HISTORY OF ICICI BANKING SYSTEM

ICICI was formed in 1955 at the initiative of the World Bank, the
government of India and Indian industry representatives. The
principal objective was to create a development financial
institution for providing medium-term and long-term project
financing to Indian businesses.
Until the late 1980s, ICICI primarily focused its activities on
Project finance, providing long-term funds to a variety of
industrial projects. ICICI Bank was incorporated in 1994 as a part
of the ICICI group. ICICI Bank's initial equity capital was
contributed for 75.0% by ICICI and for 25.0% by SCICI Limited, a
diversified finance and shipping finance lender of which ICICI
owned 19.9% at December 1996. Pursuant to the merger of SCICI
into ICICI, ICICI Bank became wholly-owned subsidiary of ICICI.
Effective March 10, 2001, ICICI Bank acquired Bank of Madura, an
old private sector bank, in an all-stock merger.
IMPORTANCE OF CUSTOMER SERVICE IN ICICI BANK
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Bank is a commercial institution of outfit marketing financial
products.
Service performances, production and consumption of services
occurs simultaneously. Therefore, the frontline people and their
interaction with customers, thus everyday postures, gestures,
actions, reactions, emotions, activities and impressions contribute
significantly in projecting a particular image of the bank
distinguishing it from the rest of the field. Further customer
service has a tremendous retention-value. If they can not retain a
customer, all their efforts in terms of time and money in creating
and winning a customer would be a sheer waste. Besides, it is
found that retaining customer is often cheaper than finding a new
customer. In addition to that satisfied customers recommended
the business to others. Thus a customer is vietheyd as a long-
term relationship rather than a party to a stray single transaction.
The initial transaction is taken as the starting point and
opportunity to establish a relationship through providing total
customer satisfaction, which in turn will ensure further business,
from him. This is what they term as relationship banking.
Qualitative customer service and total satisfaction forms the
edifice of
“Relationship Banking”.
ICICI DIRECT
ICICI Direct.com is a truly online share-trading site. Which means
that from the time you punch in a buy or sell trade on ytheir
computer to the final settlement in ytheir account, everything
happens completely online? The 3-in-1 e-invest account
integrates ytheir brokerage, bank and one or more depository
accounts to make sure that you can do the otherwise

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cumbersome share trading from the comfort of ytheir home or
office, at absolutely any time of the day or night.

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 7 P’s OF MARKETING OF ICICI BANK
Marketing of services by ICICI bank

1. PRODUCT MIX
A)DEPOSITS:
Savings Account:
ICICI Bank offers a potheyr packed Savings Account with a host of
convenient features and banking channels to transact through,
without the stress of waiting in queues.
Senior Citizen Services:
ICICI understands that a Savings Account needs to do more after
one reaches the age of seniority. They have an ideal Savings
Bank Service for those who are 60 years and above
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 one can invest small
amounts of money every month that ends up with a large saving
on maturity. So one can enjoy twin advantages- affordability and
higher earnings.
B) INVESTMENTS:
• ICICI Bank Tax Saving Bonds
• Government of India Bonds
• Investment in Mutual Funds
• Initial Public Offers by Corporates
• Investment in "Pure Gold"
• Foreign Exchange Services
• Senior Citizens Savings Scheme, 2004
C) ANYWHERE BANKING:
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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. 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
D) LOANS:
ICICI Bank offers wide variety of Loans Products to suit the
customer’s requirements. Coupled with convenience of
networked branches/ ATMs and facility of E-channels like Internet
and Mobile Banking, ICICI Bank brings banking at their doorstep
Home Loans
Some of the key benefits for HOME LOAN are:
• Guidance throughout the process
• Home loan amounts suited to ytheir needs
• Home Loan tenure up to 20 years
• Simplified Documentation
• Doorstep Service
• Sanction approval without having selected a property.
• Free Personal Accident Insurance
• Insurance options for ytheir home loan at attractive
premium
Personal Loans
Key Benefits of ICICI Bank Personal Loan:
• Loan up to 15 lacks
• No security/guarantor required
• Faster Processing
• Minimum Documentation
• Attractive Interest Rates
• 12-60 Months repayment options
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Car Loans
ICICI offer loans up to 100% of `on-road' cost on select models,
and up to 95% of the ex-showroom price on others. The process
for getting a loan involves only a few simple steps and they will
tailor-make the loan to suit ytheir needs.
1. Loan on Phone for Customers: If you are an ICICI Bank
customer, Go for a pre-approved car loan. Call Customer Care
numbers or sms "carloan " to567676.
2. Loan on the Strength of Ytheir Income: Submit income proofs
as required and avail of finance up to 100% of the `on-road' cost
of the car!*
3. Loan in the absence of Income Proof: ICICI offer car loan for
customers without income proof on producing the bank
statement, loan repayment track record, etc.
4. Car Loans with Fixed and Floating Interest Rates: ICICI Bank
now offers new car loans with both fixed and floating interest rate
options. The customer can opt for fixed interest rate or floating
interest rate for taking a car loan from ICICI Bank according to
his/her discretion.
Farm Equipment Loans
Preferred financier for almost all leading tractor manufacturers in
the country. Financing farm equipments in over 381 locations
spread across the country. Fast processing of files with easy
documentation. Flexible repayment options in tandem with the
farmer's seasonal liquidity. Monthly, Quarterly and Half-yearly
repayment patterns to choose from. Comfortable repayment
tenures from 1 year to 6 years.
Loan against Property
Loan against Property is the perfect way to unlock the hidden
value of ytheir property. With this loan, you can fully benefit from
life's little surprises you may have earlier passed over due to lack
of funds. Live ytheirdreams with a This multi-purpose loan puts
funds at ytheir disposal to use as you wish. This loan is available
at a reasonable rate and can be repaid comfortably over as many

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as 15 years. The ICICI Bank's Loan against Property can be used
for any purpose.
Expand ytheir business - No longer do you have to stifle ytheir
creative ideas. With funds at ytheir disposal, you can now expand
ytheir business without hesitation. ICICI helps you to meet all
ytheir expenses with ease--when you take an ICICI Bank Loan
against Property.
Send ytheir child for higher studies - Education is the
cornerstone of ytheir family's progress. With a Loan against
Property, you can empotheyr ytheir son or daughter to grow into
an outstanding achiever.

Get ytheir child married - Put aside all ytheir monetary worries
and celebrate ytheir child’s theydding with pomp and splendor.
Meet all ytheir expenses with ease—when you take an ICICI Bank
Loan Against Property.
Farmer Finance
Providing finance to the farmer for his various needs of inputs and
consumption in the form of crop loans, dairy loans and loans for
allied activities to agriculture like irrigation etc. for input needs
and auto loans (two, three and ftheir wheeler) and personal loans
for consumption needs. The customer can also avail of working
capital term loan for setting up a poultry project. Flexible
repayment pattern and tenure to align to the cash flow of the
customers.
Rural Education Loan
ICICI Bank Rural Educational Institution Finance (REI) caters to the
need of privately runs Educational Institution based out of Rural,
Semi Urban and outside city limit locations. The product is
designed to cater to the specific needs of the education
institutions. New products and features in the existing product are
introduced based on regular customer feedback.
E) CARDS:

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ICICI Bank offers a variety of cards to suit different transactional
needs of customers. This includes Credit Cards, Debit Cards and
Prepaid cards. These cards offer convenience during financial
transactions like cash withdrawal, shopping and travel. These
cards are widely accepted both in India and abroad.
Credit cards –
ICICI Bank Credit Cards offer a smart way to shop, along with
flexibility and convenience in managing ytheir finances. Choose
from a wide range of credit cards designed to cater to ytheir
specific lifestyle requirements.

Commercial cards
ICICI Bank Commercial Cards have been designed as payment
solutions for large & mid-sized organizations. A widely accepted
concept internationally, Commercial Cards help to better
streamline payment processes & thus increase efficiencies.
Business Card
The ICICI Bank Business Card is aimed at SMEs as an enabler for
their business. The Business card is a smart alternative to
cheques, cash, and personal credit cards. With its purchasing
convenience, cost savings, available credit, and detailed
reporting facilities, the ICICI Bank Business Credit Card offers
what ytheir business needs to stay on top.
Travel Card
Presenting ICICI Bank Travel Card. The hassle free way to Travel
the world. Traveling with US Dollar, Euro, Pound Sterling or Swiss
Francs; Looking for security and convenience; take ICICI Bank
Travel Card. Issued in duplicate. Offers the Pin based security. Has
the convenience of usage of Credit or Debit card.
Debit Cards
The ICICI Bank Debit Card is a revolutionary form of cash that
allows customers to access their bank account around the clock,
around the world. The ICICI Bank Debit Card can be used for

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shopping at more than 3.5 Lakh merchants in India and 24 million
merchants worldwide.

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F) DEMAT SERVICES:
ICICI Bank Demat Services boasts of an ever-growing customer
base of over 7 lacs account holders. In their continuous endeavor
to offer best of the class services to customers they offer the
following features:
E-Instructions:
Transfer securities 24 htheirs a day, 7 days a theyek through
Internet & Interactive Voice Response (IVR) at a lotheyr cost.
• Digitally Signed Statement:
• Corporate Benefit Tracking:
• Mobile Request:
• Mobile Alerts:
G) 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.
ICICI Bank Mobile Banking can be divided into two categories of
facilities: Alert facility: The ICICI Bank Mobile Banking Alert facility
informs you promptly of the significant transactions in ytheir
accounts. It keeps you updated wherever you go.
H) NRI SERVICES:
ONLINE MONEY TRANSFER facility available to NRIs worldwide
through www.money2India.com at the click of a button!
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 ytheir funds
• SUPERIOR Exchange rates
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 • OFFLINE MONEY TRANSFER facility is also available across
geographies through
2. PRICING MIX:
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-à-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 bettheyen
two. It is essential that both the buyers as theyll as the sellers
have feeling of winning.
3. PLACE MIX:
This component of marketing mix is related to the offering of
services. The services are sold through the branches. The 2
important decision making areas are:
• Making available the promised services to the ultimate users
• Selecting a suitable place for bank branches.
The number of branches OF ICICI: 1900 in India and 33 in
Mumbai.
LOCATION OF BRANCH:
Palm Ctheirt, Ram Maruti Road, Naupada, Thane (W).

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LOCATION OF ATMS:
ICICI Bank has more than 25 ATMs in Thane and has been steadily
installing ATMs at new locations for the convenience of the users.
The following are the ICICI ATMs in Thane.
GREEN ACERS VIJAY NAGARI
ICICI Bank ATM,
Shop #3, Green Acers,
Vijay Nagari,
Thane, 400705.
RAMCHANDRA NAGAR
ICICI Bank ATM,
Shop #7, Shir Sidhi Puja,
Plot #57-58, Ramchandra Nagar,
Manpada Rd, Dombivali,
Thane, 421201.
SADDICHA TOTHEYRS
ICICI Bank ATM,
Saddicha Totheyrs,
29 Panchapakadi,
Near Royal Inn,
Thane, 400601.
SHREEJI ARCADE
ICICI Bank ATM,
Shop #25, Shreeji Arcade,
Thane(W), 400602.
VARTAK NAGAR BRANCH
ICICI Bank Ltd.
Vedant Commercial Complex,
Vartak Nagar, Opp. Kores Company,
Thane, 400606.
VASANT VIHAR
Shop No. 6D, Amrapali Arcade,
Pokhran Road No. 2,

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Vasant Vihar,
Thane, 400601.
GHODBUNDER ROAD
Shop No 7, Vardhaman Vatika,
Ghodbunder Road,
Thane(W), 400607.
GOKHALE ROAD
Ground Floor, Shop No. 3,
Saraswati Nivas,
Opp. Malhaar Cinema,
Naupada,
Thane(W), 400602.
HAPPY VALLEY, THANE
ICICI Bank Ltd.,
Shop 35, bldg 7.
Happy valley complex.
Tiku jini wadi, Agra Rd
Manpada.
Thane, 400607.
KALWA NAKA
Ground Floor, Rupali Building,
Shivaji Chowk,
New Belapur Road, Kalwa,
Thane, 400605.
PANCHPAKHADI
Shop No.1,
Gagangiri Co-operative Housing Society,
Panchpakhadi,
Thane(W), 400602.
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 should be
Convenient to both the parties, such as the users and the bankers

4. PROMOTION MIX:
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The different components of promotion help bank professionals in
promotion the banking business.
Advertising: Television, radio, movies, theatres. ICICI uses this
component of the promotion mix with the motto of informing,
sensing and persuading the customers. The advertising
professionals bear the responsibility of making the appeals,
slogans, messages more creative.
Print media: Hoardings, newspaper, magazines. There are a
number of devices to advertise, such as broadcast media,
telecast media and the print media
Publicity: road shows, campus visits, sandwich man,
Sponsorship
Sales promotion: Gifts, discount and commission, incentives,
etc. ICICI also thinks in favtheir of promotional incentives both to
the bankers as theyll as the customers. The banking
organizations make provisions for incentives
Personal selling: Cross-sale (selling at competitors
place),personalized Service. The personal selling is found
instrumental in promoting the banking business. It is just a
process of communication in which an individual exercise his/her
personal potentials, tact, skill and ability to influence the impulse
buying of the customers. Since ICICI gets immediate feedback,
the personal selling activities energies the process of
communication very effectively.
Telemarketing: ICICI one sterile Call center
5. PROCESS MIX:
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.

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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,
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
follotheyd 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.

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 6. PHYSICAL EVIDENCE:
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:
• Internet/theyb 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 signage is 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, chequebooks, 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.

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 7. 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 organisation. To realize its potential in
bank marketing, ICICI is 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. If
the people don’t meet customers' expectations, then neither does
the service. Therefore, investing in people quality in service
business means investing in product quality. ICICI understands
the needs of customers and therefore it is leveraging technology
to service customers quickly and conveniently. ICICI aims at
Providing and enabling favorable environment to foster growth
and learning for their employees

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Page | 32
AWARDS & RECOGNITIONS FOR BEST PERFORMANCE
AND BEST SERVICE

ICICI Prudential Life Insurance has

won the first runner up award for
the Best Defect Elimination in
Service & Transaction category at
Asian Six Sigma Excellence Summit
2009.

ICICI Prudential Life won the UK Trade

& Investment India Business Awards
2008 in the Business Partnership
Award-Large Company category.

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 ICICI Prudential Life Insurance
was awarded with the coveted
'ICAI Award for Excellence in
Financial Reporting' by the
Institute of Chartered
Accountants of India (ICAI) for the
financial year ended March 31,
2008.

QUESTIONNAIRE

1. Can you briefly explain something about Bank Marketing?

2. In the field of marketing where does ytheir bank stand?
3. What types of product and services are provided by ytheir
bank?
4. What is the marketing mix at ICICI bank?
5. In banking sector who are ytheir competitors?
6. What are ytheir future strategies to attract ytheir
customers?
7. Are the customers satisfied with the services provided by
the bank?
8. What are social and development initiatives taken by ICICI
bank?

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 CONCLUSION

The banking industry in India is facing the challenges on deposit

mobilization front, because of the severe competition from
various financial institutions and public corporations.
ICICI Bank today services a growing customer base of more than
5 million customer accounts and 5 million bondholders’ accounts
through a multi-channel access network. This includes over 1485
branches and extension counters, 4816ATMs, call centres and
Internet banking. Bank renders personalized services and the
present emphasis in marketing is customer satisfaction. They
believe in customer satisfaction in every possible way. They are
focused on quality of products and services rather than quantity
of products and services.
This project has given me an insight as to how Bank should
market their products in the right way by overcoming all the
difficulties like a suitable location, advertising etc.

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 BIBILIOGRPAHY

• http://www.marketingteacher.com

• www.icicibank.com

• www.valuenotes.com

• www.coolavenues.com

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