m Basic Definition: A system of trading money

which:
m provides a safe place to save excess cash,
known as deposits.
m supplies liquidity to the economy by loaning
this money out to help businesses grow and
to allow consumers to purchase consumer
products, homes, cars etc.
m nstitutions which deals in money and credit.
m An intermediary, which handles other
peopleǯs money both for their advantage and
to its own profits.
m A financial institution that links the flow of
funds from savers to the users.
m Plays an important role in the economy of
any country as they hold the saving of the
public.

O

  he Reserve Bank of ndia is the central
Bank that is fully owned by the Government

  
  
, Regional
rural banks

   
: Foreign Banks, Scheduled and
Non- Scheduled Banks

O     State Co-operative Banks, Central

Co-operative Banks, Primary Agriculture Credit Societies

  



 
  
 DB, CC,

NABARD
m ssue of banknotes (promissory notes issued by a
banker and payable to bearer on demand)
m Processing of payments by way of telegraphic
transfer, EF POS, internet banking or other means
m ssuing bank drafts and bank cheques
m Accepting money on term deposit
m Lending money by way of overdraft, installment
loan or otherwise
m Providing documentary and standby letters of credit (trade
finance), guarantees, performance bonds, securities
underwriting commitments and other forms of off-balance
sheet exposures
m Safekeeping of documents and other items in safe deposit
boxes
m Currency exchange
m Acting as a 'financial supermarket' for the sale, distribution
or brokerage, with or without advice, of insurance, unit trusts
and similar financial products
m ssue of money, in the form of banknotes and
current accounts subject to cheque or
payment at the customer's order.
m Netting and settlement of payments.
m Credit intermediation
m Credit quality improvement
m Maturity transformation
4Bank marketing is the aggregate of functions,
directed at providing services to satisfy
customers financial (and other related) needs
and wants, more effectively and efficiently
than the competitors keeping in view the
organizational objectives of the bank.dz
m he existence of the bank has little value
without the existence of the customer.
m Aim is not only to create and win more and
more customer but also to retain them
through effective customer service.
m Appropriate promise to a customer through a
range of services (products) and also to
ensure effective delivery through satisfaction
is important.
m dentifying the most profitable markets now
and in future;
m Assessing the present and future needs of
customers;
m Setting business development goals and
making plans to meet them
m Managing the various services and
promoting them to achieve the plans
m Adapting to a changing environment in the
market place.
m Designed after taking into account the strengths
and weaknesses of the organization.
m bank with clientele from various segments could
think of 4market penetrationdz by offering the
existing range of services to existing customers.
m Bank which are not facing acute competition
could think of 4Market Developmentdz by
offering the existing services to new customers.
m design new product range for their customers of
various segments


ow the sellerǯs determines which buyerǯs
characteristics produce the best partitioning of
the particular market?

he seller does not want to treat all customers

alike nor does he want to treat them all
differently
m Banks deal with individuals, group of persons
and corporates
m More or less homogenous groups in terms of
their needs and expectations.
m Market segments, targeting one or more
segments, developing products and
marketing programs tailor-made for these
segments.
m ?   
 

  
 ! 
" ! 
#

m 
#  

 $
%
 O  
  & #
" '   & #
m Services Sector
m
ousehold Sector
1. Marginal
2. Low ncome
3. Middle ncome
4.
igh ncome
m Market argeting in which each segmentǯs
attractiveness is measured and a target
segment is chosen based on its
attractiveness.
m Positioning which is the act of establishing a
viable competitive position of the firm and its
offer in the target segment chosen.
raditional
nternal nteractive
external
marketing marketing
marketing
m consists of usual four ǮPsǯ of Product, Price,
Place and Promotion of marketing mix
m
#: he products offered are the
services which includes various types of bank
accounts, different types of loans, investment
services, Credit cards, Demat accounts,
online banking, mobile banking and many
more.
includes interest , fees or commission charged
by the bank. Also the interest paid by the bank.

ypical for banking sector since RB regulates

rates of interest, Organizations are supposed to
sub-serve weaker sections and the rural regions
of the country.
m Buyers look for satisfaction which differs
from person to person.
m Keeping in view the level of satisfaction of a
particular segment, the banks have to frame
the pricing strategies.
m he interest charged and the interest paid
should have a co-relation between them.
 Make Estimate
Develop
marketing the Calculate
marketing
mix demand cost
strategy
decisions curve.
m t refers to the establishment and functioning
of a network of branches and other offices
through which banking services are delivered.
m Objective is to get the right product ,at right
places at right time at the least cost.
m Extensive branch network- access to large
section of people
m Proximity may play a determinant role in
selecting the bank.
m Banks are coming up with extension counters,
specialized branches, mobile branches, banks
acquisition and amalgamation so as to have
sufficient point of contacts with the customer.
m With the advent of technology other point of
contacts have come up. Such as:
m A M
m elephone banking
m Online banking
m Mobile banking
m Video banking etc.
m Advertising

m Publicity

m Sales Promotion

m Personal Selling

m Push and Pull Strategies

m t involves the   ()
* of the bank i.e.
the employees.
m Employees should also be treated as internal
customers, and sort of marketing mix should
be followed.
m Quality
uman resource can be a point of
differentiation
m he quality of service provided during the
buyer-employee interaction.
m Efforts for previous strategies will turn futile if
the interaction does not takes place
satisfactorily.
t involves :
m
 (+)
*
m
)%   #
 (,)
*
m Refers to the systems used to assist the
organization in delivering the service.
m Aids to the promotion of customer
satisfaction
m t involves:
speeding delivery of services
reducing the paper work
standardization of procedures
customization as per individual demand
simplicity etc.
m t includes signage, reports, punch lines, other tangibles,
employeeǯs dress code etc.
m he companyǯs financial reports are issued to the
customers to emphasis or credibility.
m Signage: Each and every bank has its logo by which a
person can identify the company. t creates visualization
and corporate identity for the banks.
m angibles: banks give pens, writing pads to the customers.
m Punch lines: Depicts the philosophy and attitude of the
bank. Banks have influential punch lines to attract the
customers.
m Referral services
m Direct mailing
m Cold calling
m Offering items having your brand identity
m Using the media
m Getting celebrities to endorse the product or service.
m Sponsoring events
m Using permission-based Marketing
m Recommendation of alwarǯs committee,1975:
m Establishment of customer service committee/staff
committee in the every ranch.
m Customer meets to be held at the branches at least
once in a half year.
m 15th of every month (next day if 15th is a holiday) to
be observed as customerǯs day at branches and
administrative offices.
m Provision of complaint-cum-suggestion box in
every branch.
m Provision of Ö%) %-counter in
branches.
m mmediate credit of cheques up to Rs.2,500
which has since been increased to Rs.15,000.
m Payment of penal interest in case of delay of
collection of cheques.
m n the year 1995 Ǯ

.#
ǯ was
established by RB with objective of resolving
customer grievances in a quick and inexpensive
manner.
m Follows ü!!

 
m Bankers need to understand the rural
psychology
m Employing local literate youth for confidence
building
m Banker must be aware of agriculture aspects,
cultural and communal aspects, institutional
facilities etc.
m Process of change should be known to him
m Status of various development plans should be
known
˜:Retail Business for Rural Community As
(Consumer & Producer)
: Urban facilities, nvestment, nfrastructure
˜: Animal
usbandry & Allied Activities
?: Agri Production(Field Crops, Plantation)
': Linkages & Synergy
m
orticulture, Plantation, Vegetable growing,
Floriculture, aromatic and medicinal plants,
Bio-diesel plants etc. for high investment
Opportunities
m Post
arvest and Food Processing
m Seed Multiplication & Processing
m Dairy Farming, Sericulture, Aqua-Culture &
Others.
m rrigation Projects & Wasteland
Developments.
m Rural ourism & Other emerging areas.
m 
# O # 
#
 

 
/
# 
- largest private
sector bank in market capitalization
m Second largest overall in terms of assets.
m largest issuer of credit cards in ndia
m
#:
Saving account: offers a power packed
Savings Account with a host of convenient
features and banking channels to transact
through.
Senior citizen services: convenience with
benefits
Fixed Deposits : Safety, Flexibility, Liquidity
and Returns
m ˜ 
  : Affordability and higher earnings.
m ˜
O
: access your accounts at over 500
networked branches across the country.
m '
:
ome Loans. Personal Loans. Car Loans, two
Wheeler Loans, Commercial Vehicle Loans. Loans against
Securities, educational loans etc
m 
 
: CC Bank ax Saving ,Foreign Exchange
Services, Senior Citizens Savings Scheme, 2004.
m O# O # #0?$#0  #
m      
m .


%
/ 
m   


m
 

1. Pricing Decisions related to interest, fee or
commission.

2. RB and BA

3. Raising Number of Customers

4. 2 Fold Strategies
m

1. Services are sold through branches

2. Making Promised Services available to the

ultimate users.

3. Branches OF CC:
1900 in ndia and 33 in Mumbai.
m
 

1. Advertising - elevision, radio, movies, theatres
2. Print Media-
oardings, newspaper, magazines
3. Publicity- Road shows, campus visits, sandwich man,
Sponsorship
4. Sales Promotion- Gifts, discount and commission,
incentives, etc.
5. Personal Selling- Cross-sale (selling at competitors place),
personalized service
6. elemarketing- CC one source Call center (mind space)
m
 
 
## & 
- CC bank has got standardized
procedures got typical transactions

 O & 
- Specialty counters at each branch to deal

with customers of a particular scheme

    %- Separate counters exist with clear indication

4. O 
 
- Money matters and signature

m
)% 1 #

 

 

 ˜ - he Companyǯs financial reports are issued to
the customers to emphasis or credibility
 $
 - Pens, Writing Pads to the internal customers.
Passbook and Cheque books to the customers.
"

)
- 4
um
ai Naadz
5. 1% - O# - CC bank follows a dress code for their
internal customers
m

1. All people directly or indirectly involved in the
consumption of banking services.
2. Workers, Employees, Management and other
Consumers
3. Employees of a Bank represents the organization
to its customers.
4. nternal Marketing

ANK YOU