Pragati Bharti

17001000024
Marketing
 Bank of Calcutta, founded in 1806 was the first Bank established in India,
and over a period of time, evolved into SBI.
 It is the oldest commercial bank in Indian subcontinent, strengthening
the nation’s trillion-dollar economy and serving the aspirants of its vast
population.
 The bank is India’s largest commercial bank in terms of assets, deposits,
branches, number of customers and employees, enjoying the continuing
faith of millions of customers across social platform.
 Five associate banks and Bharatiya Mahila Bank have been merged with
SBI on 1st April 2017. The associate banks involved were State Bank of
Bikaner and Jaipur, State Bank of Mysore, State Bank of Travancore,
State Bank of Hyderabad and State Bank of Patiala.
 The merger allowed SBI to leverage operational synergies enabling the
bank to reach out to new clients, improving the market share.
 SBI INTOUCH is a new brand around Digital Banking
that SBI launched on 1 July 2014 in the form of 7
digital branches in 6 cities (1 each in Delhi, Mumbai,
Chennai, Kolkata, Ahmedabad and 2 in Bangalore).
 SbiINTOUCH is a virtual banking branch with several
modern banking facilities wholly operated by artificial
intelligence and customer themselves.
 It is basically designed to attract the young tech savvy
generation into SBI.
 The key thing that these branches offer is instant
savings bank account opening and personalized debit
card in 15-20 min - a first of its kind in Asia.
 To generate Promotional strategies for
sbiINTOUCH Branches.
 To analyze the services of sbiINTOUCH
Branches.
 To understand the devices used in
sbiINTOUCH Branches.
 To analyze the consumer needs.
 Account Opening Kiosk (AOK)
 Debit Card Printing Kiosk (DCPK)
 Remote Expert Module (REM)
 Digital Wall
 Automated Teller Machine (ATM)
 Swayam Passbook Printing Kiosk
 Internet Banking Kiosk (INB)
 Electronic Cheque Drop Machine (ECDM)
 provided with subsets of digitized products and services,
 manned by One Officer and One Clerical staff, preferably within 35
years of age,
 divided into 2 section, inner section having workstations, AOK,
DCPK, video counseling space, server and safe will be closable by
shutter after business hours; and the outer section having ATM,
CDM/Recyclers, ECDM, SWAYAM/SSK, and INB Kiosk will open
24*7,
 are independent branches,
 cash transactions at these branches are through machines only,
 can source, open and maintain customer accounts,
 are totally cashless,
 are aimed to open in highly posh areas in a city,
 provides time-utility by accomplishing task in less possible time,
 aimed to attract the youth generation and smart affluent
segments of society.
 The cash withdrawing limit in a day at sbiINTOUH
Branches is Rs40ooo/- , so there is a need to maximize this
limit. The customers suggested a minimum limit of
Rs200000/-.
 Most of the customers are extremely satisfied with the
facilities of sbiINTOUCH Branches. According to them,
there are less numbers of branches so they want more
SbiINTOUCH Branches.
 Some of the Lucknow customers also suggested to
change the current hoarding of sbiINTOUCH Branches.
The yellow and red colors seems unattractive to them.
 Some people have asked for the availability of locker
facility in sbiINTOUCH branches.
• During the working hours, the staff should be moving frequently in the e-lobby to
proactively connect with visiting customers for marketing/upselling and cross
selling.
• Staff at sbiINTOUCH Branches may be entrusted with the task of outbound to
GEN Y, and even non-consumers in their vicinity to create awareness about
facilities available at the branches. This task needs to be done on a regular basis in
a planned and time bound manner.
• For local advertisement, sbiINTOUCH Branches pamphlets can be given in cities’
newspaper. And it could be repeated at the interval of one month.
 Displaying of hoarding at prominent places in the city, providing location of these
branches
 one event every month, like Road Show, Lucky Customer, Share Selfie on social
media (Selfie point may be created within branch) and distribute prizes with
sbiINTOUCH logo in the form of T-shirt, Wallets, Pendrives, movie tickets etc to
selected winners.
 According to the consumer feedback survey I conducted in various
branches, I could say that customers are really very happy from these
new technical and advanced branches.
 One basic problem I find about these branches is that people are not
aware of the facilities. The marketing of these branches is not done the
way it should be done.
 When people will know about the infrastructure, ambience and facilities,
then no one can resist themselves from coming to these branches.
 There are many possibilities that these branches can do great business in
the coming time, but for that it is really important to aware people about
it.
 The target customers of sbiINTOUCH Branches is GEN Y, but during my
visits to various branches I have seen people of every age ranging from 14
years to 50 years. So it can serve people of every age group.
 Open more sbiINTOUCH Branches.
 A training program for sbiINTOUCH Branch Managers
should be devised, focussing on attitude reorientation,
technical know-how and innovative marketing.
 Sometimes machines doesn’t work properly, it needs to
be solve quickly.
 SbiINTOUCH Branch’s equipments should be kept
under regular maintanace.
 Money should always be available in the ATM specially
100 rupee notes.
 The branch staff should have a combination of one
female and one male.
 The staff should pursue positive attitude to serve the
customers.