ASSIGNMENT ON MARKETING STRATEGIES OF YES BANK

DEPARTMENT OF MANAGEMENT BIRLA INSTITUTE OF TECHNOLOGY MESRA,RANCHI NOIDA CAMPUS PRESENTED BY: NIRNAY VERMA

INTRODUCTION
YES Bank Limited (BSE: 532648) is an Indian Bank, engaged in providing a range of banking and financial services. founded by Mr. Rana Kapoor and his partner (Late) Mr. Ashok Kapur Duo holds a collective financial stake of 27.16%.

COMPANY PROFILE
Type Public (BSE: 532648) Industry Banking & financial services Founded 2003-04 Founder(s) Ashok Kapur and Rana Kapoor Headquarters Mumbai, India Products Corporate and Institutional Banking, Financial Markets, Investment Banking, Corporate Finance, Branch Banking, Business and Transaction Banking, and Wealth Management business lines

CONTD.
Revenue 4,665.01 crore (US$1.04 billion)(2010-11) Operating income 1,190.38 crore (US$265.45 million)(2010-11) Profit 727.13 crore (US$162.15 million)(2010-11) Total assets Rs. 363.8 billion at March 31, 2010 Total equity Rs. 30.7 billion at March 31, 2010 Employees 3,034

KEY MEMBERS OF YES BANK TEAM

NAME AND DESIGNATION Mr. Rana Kapoor Managing Director & CEO Mr. Sunil Gulati Group President - C&IB, Transaction Banking Mr. Deepak Gaddhyan Group President GRM Team. Mr. Sumit Gupta Country Head Emerging Corporate Banking

CONTD.
Mr. Alok Gupta Country Head life sciences & technology Mr. Rajnish Datta Country Head Small business banking group Mr. Subir Bisht Chief Risk Officer Mr. Sanjay Aggarwal Country Head Credit Risk, Business Banking Mr. Varun Tuli President Business Banking

BRAND VISION AND STRATEGY

YES BANK is pursuing a Brand strategy to build one of the finest financial brands in India. YES represents the Banks fundamental goal of being a highly service-oriented Financial Institution. To provide an unprecedented Delightful Banking Experience to all its customers.

BRAND VISION AND COMMITMENT

To be recognised as the WORLDs BEST QUALITY BANK IN INDIA To provide a Delightful Banking Experience to all its customers To be a long term partner with all stakeholders particularly customers by creating & sharing value To be a solid and trusted financial trust mark backed by two professional promoters and an exceptional management team

TAGLINE OF YES BANK

EXPERIENCE OUR EXPERTISE

PRODUCTS OF YES BANK

Treasury Corporate Banking Wholesale Banking Retail Banking Corporate Finance Transaction Banking and a host of other Banking services

PRODUCT PORTFOLIO
YES BANK

Personal banking Deposits ,Loans Investments ,Cards

NRI Banking Money transfer

Bank accounts
Investments Property solutions Insurance Loans

Corporate Banking Corporate net banking Cash management

Insurance
Demat services Online services

Trade services
Trade way Forex online

SME services

SEGMENTING
It has acquired almost all the metro cities of the nation. Though the number of branches are quite less with a number of few less than 70 operating branches right now. But still they are doing very good in the field of finance and banking.

TARGETING
The target section of the bank is the private sector of the society. It basically focuses upon the private multinationals and the other new business enterprises along with the old ones. The main motive of the firm is to target the metro and urban cities of the country as they have better opportunities of initiating business.

POSITIONING
The main motive of YES bank was to target the customers with its services and technology they have. And so their tagline also got succeeded. They say EXPERIENCE OUR EXPERTISE and thats what made them the 2nd most favoured private national bank of the nation. In this manner they positioned themselves.

COMPETITORS

MAJOR MINOR COMPETITORS Info Here COMPETITORS Enter

ICICI HDFC HSBC AXIS BANK STANDARD CHARTERED CITI BANK INDUS IND FEDERAL BANK

COMPETITIVE ANALYSIS
ICICI BANK YES BANK STANDARD CHARTERED

leader

challenger

nicher
CITIBANK

follower
AXIS HSBC HDFC

BCG MATRIX

Enter Info Here

SWOT ANALYSIS
STRENGTH YES bank has a very good reputation in the private sector of the management and business society. It has created a bench mark in very short span of time. The mode of credit and its peculiarity is the strength of this bank.

WEAKNESS
The major weakness related this enterprise is the ignorance of itself from the lower middle class society. Although it can make an impact over there also but despite of this it is still not focusing on this part rather concentrating on the urban and metro part of the nation only.

OPPURTUNITIES
As it has become the no. 2nd most liked and favoured private national bank, it has various chances of growing more in this field by introducing itself to the rural areas. As now a days various business oppurtunities emerge in this part so it can be beneficial for this firm.

THREATS
The major threat to YES bank is that there are lot more banks in the country and in the darkest and deepest part of the nation like SBI, ICICI, AXIS banks etc. Who have positioned themselves already in urban as well as rural areas of the society. They not only invest in the business enterprises but also in other sectors for the development of them as well as the firms they are investing in. It can be a major threat to YES bank as it is a new incorporated bank which is still growing.