MARKETING MIX

OF ICICI

REPRESENTED BY,
SANTOSH P. GHTUKADE.
SUBMITTED TO,
PROF. MANISH SIR.
 Marketing Mix

• Describe the different kinds of choices for

organization have to make in the process of bringing
product or services to market
• Product
• Place
• Price
• Promotion
HOMEPAGE
 PRODUCT MIX
A) DEPOSITS:
• Saving a/c
• Senior Citizen Services
• Fixed Deposits:
• Recurring Deposits:
• B) INVESTMENTS:
B) ANYWHERE BANKING:
C) LOANS:
• Home Loans Personal Loans
• Car Loans
• Farm Equipment Loans
• Loan against Property
• Expand your business –
• Send your child for higher studies
D) CARDS
• Credit cards
• Travel Card
• Business Card
E) DEMAT SERVICES:
• E-Instructions
F) MOBILE BANKING
G) NRI SERVICES
 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 rate of interest is regulated by the RBI and
other charges are controlled by IBA.
 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 Branches
 - Location of ATM's
 PROMOTION MIX
• Advertising: Television, radio, movies, theatres
• Print media: hoardings, newspaper, magazines
• Publicity: campus visits, Sponsorship
• Sales promotion: gifts, discount and commission,
incentives etc.
• Personal selling: Cross-sale (selling at competitors
place),personalized service.
• Telemarketing: ICICI one source Call center (mind
space)
ICICI Bank- Print Ad
ICICI Bank- internet Ad
Thank you