Presented by:

Gyan Gyanendra Huda Kidwai Indu Nanda Ishwar Jayati

 Marketing

is the process of determining consumer demand for a product or service, motivating its sale and distributing it into ultimate consumption at a profit

A management function A Business Philosophy

Industrial revolution Digital revolution Barter System Customer and market driven Wants of customers CRM Customer Satisfaction

Intangibility Inseparability Heterogeneity Perishability

Intangibility, inseparability and heterogeneity are manifested at both strategic and tactible levels in services marketing. Marketing strategy provides the organization with a sustainable competitive advantage in the markets it operates. Organization should understand consumer needs and identifies how those consumers should be grouped into different market segments. Product attributes, pricing decisions, methods of distribution and communication should all seek to reflect the chosen position.

Provides services Aimed to satisfy customers needs and wants Needs and wants may be non financial in nature Competitive element, efficiency and effectiveness Organizational objectives are still the driving force Commercial objective to make profit Social Objectives

OLD
Product Price

NEW
Consumer Cost

Place
Promotion

Convenience
Communication

Channels for banking products

Branches
Tele-banking ATMs Computerization Plastic Cards Virtual branches and automated video banking

Other channels

Automobile Dealers Merchant establishments

PHYSICAL DISTRIBUTION

Transportation Warehousing Inventory

 Role

of promotion

Persuasion Inform Reminding Reinforcing

 PRODUCT

Savings account- Offers saving account with convenience channels to transact through Senior Citizen services- convenience with benefits Fixed deposits- Safety , flexibility, liquidity and return

 Recurring

deposits- Affordability & higher

earnings Roaming current- Access your account at over 500 networked branches across country Loans- Home loans, vehicle loans, education loans, loans against security. Investments- Tax saving, foreign exchange services, etc. Cards- Credit card, ATM cards, travelers card etc. Demat services Online money transfer Mobile banking

 Pricing

decision are related to interest, fee and commission Focus on raising the number of customers

 Services

are sold through branches Making promised services available to the ultimate users

BRANCHES OF ICICI 1900 in INDIA and 33 in MUMBAI

 Advertising-

TV, radio, movies, theatres. Print Media- Hoardings, newspapers, magazines Publicity- Road shows, campus visit, sponsorship Sales promotion- Gifts, discounts, incentives Personal selling- Cross sale ( selling at competitors place), personalized service Telemarketing- ICICI one source call centre

 Standardization

- through procedures the

bank follows Customization- Specialty counter at each branch to deal with customer Simplicity- Separate counters with clear indication Customer involvement- money matters & signature

 Signage
Financial

reports issued to customers Tangibles- pens, writing pads to internal customers. Cheque books, passbooks to external customers Punch lines- Hum hai naa The bank follows a dress code for their internal customers

 All

people directly or indirectly involved in banking operations Workers, employees, management and other consumers Internal marketing

THANK YOU