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Service Marketing in Banks PDF
Service Marketing in Banks PDF
Banks are the most significant players in the Indian financial market.
They are the biggest purveyors of credit, and they also attract most of the
savings from the population. Dominated by public sector, the banking industry
has so far acted as an efficient partner in the growth and the development of the
country. Driven by the socialist ideologies and the welfare state concept, public
sector banks have long been the supporters of agriculture and other priority
sectors. They act as crucial channels of the government in its efforts to ensure
equitable economic development.
Bank is defined as “one who in ordinary course of business honors the
cheques drawn upon him by person from and for whom he receives money on
current accounts”
“Banking means accepting for the purpose of lending or investment, of
deposits of money from the public, repayable on demand or otherwise and
withdraw able by cheques, drafts, order or otherwise”.
The Indian banking can be broadly categorized into nationalized
(government owned), private banks and specialized banking institutions. The
Reserve Bank of India acts a centralized body monitoring any discrepancies
and shortcoming in the system. Since the nationalization of banks in 1969, the
public sector banks or the nationalized banks have acquired a place of
prominence and has since then seen tremendous progress. The need to become
highly customer focused has forced the slow-moving public sector banks to
adopt a fast track approach. The unleashing of products and services through
the net has galvanized players at all levels of the banking and financial
institutions market grid to look anew at their existing portfolio offering.
Conservative banking practices allowed Indian banks to be insulated partially
from the Asian currency crisis. Indian banks are now quoting al higher
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valuation when compared to banks in other Asian countries (viz. Hong Kong,
Singapore, Philippines etc.) that have major problems linked to huge Non
Performing Assets (NPAs) and payment defaults. Co-operative banks are
nimble footed in approach and armed with efficient branch networks focus
primarily on the ‘high revenue’ niche retail segments.
Ch.2. METHODOLOGY
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b) Magazines
c) Journals
d) Newspapers
OBJECTIVES:
SCOPE:
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LIMITATIONS:
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TECHNOLOGICAL ENVIRONMENT
Today banks are also using SMS and Internet as major tool of promotions
and giving great utility to its customers. For example SMS functions through
simple text messages sent from your mobile. The messages are then recognized
by the bank to provide you with the required information.
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ECONOMICAL ENVIRONMENT
Every year RBI declares its 6 monthly policy and accordingly the various
measures and rates are implemented which has an impact on the banking sector.
Also the Union budget affects the banking sector to boost the economy by
giving certain concessions or facilities. If in the Budget savings are encouraged,
then more deposits will be attracted towards the banks and in turn they can lend
more money to the agricultural sector and industrial sector, therefore, booming
the economy. If the FDI limits are relaxed, then more FDI are brought in India
through banking channels.
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Various policies are framed by the RBI looking at the present situation of
the country for better control over the banks.
SOCIAL ENVIRONMENT
Before nationalization of the banks, their control was in the hands of the
private parties and only big business houses and the effluent sections of the
society were getting benefits of banking in India. In 1969 government
nationalized 14 banks. To adopt the social development in the banking sector it
was necessary for speedy economic progress, consistent with social justice, in
democratic political system, which is free from domination of law, and in which
opportunities are open to all. Accordingly, keeping in mind both the national
and social objectives, bankers were given direction to help economically
weaker section of the society and also provide need-based finance to all the
sectors of the economy with flexible and liberal attitude. Now the banks provide
various types of loans to farmers, working women, professionals, and traders.
They also provide education loan to the students and housing loans, consumer
loans, etc.
Banks having big clients or big companies have to provide services like
personalized banking to their clients because these customers do not believe in
running about and waiting in queues for getting their work done. The bankers
also have to provide these customers with special provisions and at times with
benefits like food and parties. But the banks do not mind incurring these costs
because of the kind of business these clients bring for the bank. Banks have
changed the culture of human life in India and have made life much easier for
the people.
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Ch 4. MARKET SEGMENTATION
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IMPORTANCE OF SEGMENTATION:-
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find segmentation since they are well aware of the emerging trends in
the business environment. They get detailed information about the
changing needs and requirements of a segment. The planning is an on
going process. The banking professionals transmit necessary
information to the policy planners, which simplifies the process of
making a sound policy.
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It is very important for any bank to identify the 7 P’s of services so was
understands their customers better and provide them with best of service. The 7
P’s are:
1. PRODUCT MIX
2. PRICE MIX
3. PLACE
4. PROMOTION
5. PEOPLE
6. PROCESS
7. PHYSICAL EVIDENCE
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PRODUCT MIX:
BANKS PRODUCT:
[A] DEPOSITS:-
1] Time Deposits.
[B] ADVANCES:-
They are of two types:
I] Fund Oriented:
a] Term Loan,
b] Clean Loan,
c] Bill Discounting,
d] Advances,
e] Pre-shipment finance,
f] Post-shipment finance, and
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PRODUCT LEVELS
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PRODUCT LEVEL
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Thus it can be seen how a particular product passes through different levels. In
today’s competitive scenario most banks try offering services at the Augmented
and Potential level.
PRICE MIX:
The price mix in the banking sector is nothing but the interest rates
charged by the different banks. In today’s competitive scenario where customer
is the king, the banks have to charge them interest at a rate in accordance with
the RBI directives. Banks also compete in terms of annual fees for services like
credit cards, DMAT etc. Another important aspect of the bank’s pricing policy
today is the interest charged on the Home Loans and Car Loans. With India’s
economy progressing, there are more and more buyers seeking these loans but
at a very competitive interest rate.
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The Reserve Bank of India and the Indian Banking Association are
concerned with respect to the pricing in banks. Pricing policy of a bank is
considered important for raising the number of actual customers.
The potential customer or investors generally frame their investment
decisions on the basis of interest to be received on the investments. While
framing a pricing policy different pricing methods can be used. In cost plus
pricing a detailed analysis of cost structure of various banks products and
services is to be done.
In case of competition related approach, the price is decided on the
competitor’s price.
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rate charged cannot be higher than that decide by the RBI and the INDIAN
BANKING ASSOCIATION.
Thus, inspite of the constraints in the pricing policy due to the RBI
directives there are mainly three types of pricing methods adopted by banks.
They are:
Value pricing:
Banks having unique or different products or schemes mainly do this type
of pricing. They usually charge a combination of high and low prices depending
on the customer loyalty as well as the products. This type of pricing strategy is
usually coupled with promotion programmes.
Mark up pricing:
This is a pricing technique wherein the cost of the service is determined
and a small margin is added to it and then the final price is offered to the
customers. This type of pricing is the not very popular since in the banking
sector it is not very easy to arrive at the cost of the service. Thus most banks use
a combination of mark – up pricing and going rate pricing.
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The price should be set in such a manner that the customer is assured that
he is not being cheated or overcharged by the bank and at the same time the
bank is able to reap maximum profits. Such a pricing stand helps the bank get
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maximum sales as well as profits since the customer feels that by entering such
a transaction he is winning.
PLACE MIX:
Place mix is the location analysis for banks branches. There are number a
factors affecting the determination of the location of the branch of bank. It is
very necessary a bank to situated at a location where most of its target
population is located.
Some of the important factors affecting the location analysis of a bank
are:
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2. Population Characteristics:
The demography of a place is a very important factor. This
includes:
These factors are very important for a bank as the help them decide the
kind of business the branch will get.
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3. Commercial Structure:
The commercial structure refers to the level of commerce i.e.
business activities taking place at a particular location. The higher the level of
business activities taking place in a particular location the more preferable it is
for setting up a bank branch.
4. Industrial Structure:
This is nothing but a combination of the trade area analysis and
the commercial structure. However the industrial structure focuses more on the
kind of industries operating in a particular location. For example, an area like
SEEPZ is marked with a lot of electronic manufacturing units.Thus the
industrial stricture determines the kind of financial transactions that could take
place in a particular location.
5. Banking Structure:
The Banking structure refers to the existence of other banks in
the area. Whether there is already an efficient network of other bank branches
operating at that particular area. Thus the overall infrastructure needed for the
working of a bank.
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9. Drawing Time:
Drawing time refers to the time period during which a
customer can draw money from the banks. It should be convenient to the
customer and somewhat flexible to accommodate the customer’s needs. No
bank has more than a certain amount with them and in case a customer wants to
withdraw an amount more than that available with the bank, the bank needs to
draw that amount from other banks. Hence, a location must be such that it
facilitates minimum drawing time.
11. Visibility:
The location of a branch should be such that it is visible and
easily noticed by the customers as well other people.
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12. Access:
The bank branch should be very easily accessible to the
customers. If this is not the case, the customer might switch to some other bank,
which is more convenient to him and very easily accessible. The location
should be such that it is very convenient for the customer to reach.
Promotion Mix:
INTRODUCTION:-
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can be attracted for that. The case is very same with preferences of consumers
that they always like some innovative and different products to use. The study
of consumer behavior is compulsory to know about likes and dislikes of
consumers from time to time so that the products and services can be offered
accordingly. Customers have their own unique needs, demands and preferences
in a particular segment. Marketers have to study customers in particular
segment. Really interesting it is, the study of consumer behavior can make it
possible that after observing and examining the behavior of consumer a
marketer can present his product in such a way that the product can capture the
market. However it was very difficult to sell that product earlier. Consumer
behavior indeed gives every possible answer to the complex questions
concerned with consumer's buying reasons.
The following diagrammed will tell about the all marketing decisions
taken in services industry or banking services. These all are essential decisions
which are concerned are essential ingredients of services marketing mix. The
analysis has been done in the context of banking services.
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Before the bank decides the kind of promotion that should be done, it
very important to finalize the budget for it. The formulation of a sound budget
is essential to remove the financial constraints in the process. The budget is
determined on the basis of volume of business of the bank. In addition to this
the intensity of competition also plays a decisive role.
Another very important task is to select a suitable vehicle for driving the
message. There are a number of devices to advertise such as broadcast media,
telecast media and the print media. The selecting of the mode of advertising is
strongly influenced by the kind of budget decided. Usually for promoting banks
the most effective and economical form of advertising has been the print media.
Making possible creativity is nothing but the kind of slogans, punch lines
etc. that are supporting the message. They should be very creative but yet
simple to be understood by the common man. It should appeal to the customers.
It should be distinct from that of the competitors and should be successful in
informing and sensing the customers.
It should be borne in mind that the advertisement is first tested for its
effectiveness. This should be done with the help of various techniques like
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testing effectiveness on a sample group. This helps determine the success of the
advertisement and in case of any problem the advertisement can be altered and
remedied.
Public Relations:
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Personal Selling:
Personal selling is found to be one of the most effective and popular forms
of promoting bank business. The main reason for this is that banking is a
service in which trust plays a very important role. In personal selling, a bank
representative goes to the customers and explains the scheme to the customers.
Also he gives the customers any kind consultation he might need. He provides
the customers all the information sought by him. The representative tries to
persuade the customers to go for the scheme provided by the bank by telling
him all the benefits.
Here are some of the important features of personal selling
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Telemarketing:
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Banks today have started using ‘SMS’ and many other services supported by
cell phones to provide benefits to their customers and thus have tried to increase
their sales. In today’s competitive and modern scenario it very important that
banks makes use of telemarketing techniques very efficiently to have desirable
results.
Internet:
In present time the most popular tool for promotion of banking services
has become Internet Marketing of services. E-Advertising is being very much
popular. In city areas of India, people use internet so frequently. Studies tell that
they use internet mostly for checking their mails, finding results and educations
and research purposes. The e-advertising of banking services not only promote
the services by giving offers but it also interacts with the person and a potential
customer can purchase the product with the help of this. However internet
advertising in pop ups irritates the internet users but advertisements done on
home page of any website such as email service provider is useful and
customers get knowledge about the new banking services and promotions.
When they see something in front of their eyes they can remember it much.
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Banks in India try to get the maximum mileage through the publicity
route. Towards this objective, they organize several events which are
extensively covered by the print and electronic media. Even then, they spend a
huge sum of money on releasing advertisements. The advertisements released
by banks may cover routine matters like the change of address of branches on
relocation, opening of a new branches, change in the rates of interest on
deposits and loans, or even the inauguration of ATM facilities at new centres.
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People:
People are the employees that are the service providers. In a banking
sector, the service provider plays a very important and determinant role in
rendering the customers a satisfactory and a good service. It is extremely
essential that the service provider understand what his customers expect from
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him. In the banking sector, the customer needs to be guided in a lot of matters,
which is possible only with the help of the service provider.
The products and the seller together constitute the banking product. Bank
products can not be separated from people who market them. While designing
the product due care should be given to both the product and the seller. A well
conceived product could fail if it is not implemented properly. The bank
products can be implemented only through people.
Most of the banks are moving towards technology based banking. But
still matters like investment banking deposit, mobilization, credit evaluation,
etc. can be done through personal contacts.
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EMPLOYEES CUSTOMERS
INTERACTIVE MARKETING
(KEEPING THE
PROMISES)
(MOMENT OF TRUTH)
EXTERNAL MARKETING:-
The external marketing efforts are the traditional functions of marketing
of the customers and make promises to the customers as to what is to be
delivered. Anything conveyed to the customer in any form before the delivery
of service can be viewed as a part of external marketing function.
The first step towards external marketing is to make the firm
understand what makes a customers’ want a particular type of service and what
are their expectations of a certain type of service, since external marketing
builds customers’ expectations and belief about service delivery. The external
marketing then gives promises that correspond with the personal needs of the
target group.
The company conveys promises through promotion campaign,
corporate image and word of mouth communication. It also conveys through
the past experience which the customer has had with the firm.
Care should be taken to maintain credibility while setting the promise
because a very high expectation may lead to a highly dissatisfied customer.
INTERNAL MARKETING:-
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INTERACTIVE MARKETING:-
Interactive marketing takes place outside the marketing mix. It takes
place at the very moment the buyer and seller interacts. These interactions are
also called SERVICE ENCOUNTERS or MOMENT OF TRUTH. It is the skill
and motivational tools employed by service personnel in handling the customer
contacts. In this process of interaction, the customer judges the quality of
service delivered by the service provider.
1] Remote encounter:-
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The tangible evidence of the service becomes a primary basis for judging
quality as there is no human contact in service delivery. E.g. ATM vending
machines.
2] Phone encounter:-
Here the service quality can be judged on the basis of how long they had
to wait for the phone to be attended, the tone of voice & efficiency in handling
the issues.
3] Face-to-face encounter:-
When there is direct contact between the employee and customer, this
type of encounter occurs. In this situation determining the quality is highly
complex as it will be influenced by the behaviour of both the customer and
employee.
Thus, in the interactive marketing the service encounter or the moment
of truth is where the value to the customer is created in the service delivery
process. At this stage, all the efforts of internal and external marketing will be
reflected.
Process Mix:
The process mix constitutes the overall procedure involved in using the
services offered by the bank. It is very necessary that the process is very
customer friendly. In other words a process should be such that the customer is
easily able to understand and easy to follow. Today if particular banks
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formalities are long and the procedure very complicated the overall process fails
and the customer may not be inclined towards using that banks services.
PROCESS OF BANKS:
The crisis in the international financial markets had been simmering for
quite some time. However, its effects are now evident with the collapse of some
of the leading financial institutions.
While India has not been as seriously impacted by the global financial
turmoil, the current credit crunch has affected all sectors of the Indian economy.
On the one hand, the Indian banking industry is witnessing rapid change given
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Value Notes along with the Indian Banks' Association (IBA) conducted a
conference on "Process Outsourcing in the Indian Banking Industry" on
January 6th to address the immediate issues concerning the banking industry.
There were several speakers from the banking industry including HDFC Bank,
Punjab National Bank, Bank of India, IDBI, who spoke on the issues and
concerns of the banks. There were also some service providers such as Intel net,
MphasiS BPO, HTMT Global and Shell Tran source who were present at the
conference. These service providers talked about their experience with the
international banks and spoke about issues related to vendor selection and
process transition.
Globally, the banking and financial services sector has been at the
forefront of the outsourcing movement. Third party service providers have also
built greater processing and analytical capabilities and are able to handle more
complex functions like financial modeling and equity research. In contrast with
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global evolution of outsourcing, the Indian banking industry has been slower to
outsource.
Harsha Pai, General Manager, Sparsh BPO (part of Intel net) touched
upon the issue of vendor selection and the necessary parameters while selecting
a suitable vendor. Several attendees said that Indian banks were wary of
outsourcing especially given the client confidentiality issues and the associated
risks. According to Pai, "Initially, international banks had also certain
concerns about outsourcing, however, now a majority of the banks outsource
a wide range of services to third-party service providers. Indian banks need to
clearly understand and convey to the service providers what is truly
confidential".
While there were some apprehensions about outsourcing, there were also
banks such as HDFC Bank, Bank of India and Punjab National Bank who
shared their experiences about outsourcing and its rewards. BinduMadhav
Tikekar, Senior Vice President & Regional Head - Wholesale banking
Operations, HDFC
Bank talked about the rewards in the form of cost effectiveness, reduction
in technical staff and low implementation and operational costs. However, he
also cautioned the banks about the risks associated with outsourcing.
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Sanjay Sharma, MD & CEO, IDBI Intech Ltd spoke about leveraging
technology for process innovation. He argued that "Banks still need to reach
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Let’s take for example the process for application for a car loan.
Now this mainly involves 3 things.
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The smaller and simpler the procedure, the better the process, and the
customer will be more satisfied.
PHYSICAL EVIDENCE:
Physical evidence is the overall layout of the place i.e. how the entire
bank has been designed. Physical evidence refers to all those factors that help
make the process much easier and smoother. For example, in case of a bank, the
physical evidence would be the placement of the customer service executive’s
desk, or the location of the place for depositing cheques. It is very necessary
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Overview:
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INTRODUCTION:
ICICI Bank (formerly Industrial Credit and Investment Corporation of
India) is India's largest private sector bank in market capitalization and second
largest overall in terms of assets. ICICI Bank has total assets of about USD 79
Billion (end-Mar 2007), a network of over 950 branches and offices, about
3500 ATMs, and 24 million customers (as of end July '07). ICICI Bank offers a
wide range of banking products and financial services to corporate and retail
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HISTORY:
ICICI Bank was originally promoted in 1994 by ICICI Limited, an Indian
financial institution, and was its wholly-owned subsidiary. ICICI's shareholding
in ICICI Bank was reduced to 46% through a public offering of shares in India
in fiscal 1998, an equity offering in the form of ADRs listed on the NYSE in
fiscal 2000, ICICI Bank's acquisition of Bank of Madura Limited in an all-stock
amalgamation in fiscal 2001, and secondary market sales by ICICI to
institutional investors in fiscal 2001 and fiscal 2002. ICICI was formed in 1955
at the initiative of the World Bank, the Government of India and representatives
of Indian industry. The principal objective was to create a development
financial institution for providing medium-term and long-term project financing
to Indian businesses.
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ICICI Bank offers wide variety of Deposit Products to suit our requirements.
Coupled with convenience of networked branches/ over 1800 ATMs and
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facility of E-channels like Internet and Mobile Banking, ICICI Bank brings
banking at your doorstep.
Savings Account: ICICI Bank offers a power packed Savings Account with a
host of convenient features and banking channels to transact through.
Senior Citizen Services: The Senior Citizen Services from ICICI Bank has
several advantages that are tailored to bring more convenience and enjoyment
in your life.
Young Stars: It's really important to help children learn the value of finances
and money management at an early age. Banking is a serious business, but we
make banking a pleasure and at the same time children learn how to manage
their personal finances.
Recurring Deposits: Through ICICI Bank Recurring Deposit you can invest
small amounts of money every month that ends up with a large saving on
maturity. So you enjoy twin advantages- affordability and higher earnings.
Roaming Current Account: Only Roaming Current Account from ICICI Bank
travels the distance with your business. You can access your accounts at over
500 networked branches across the country.
ii. Investments
Along with Deposit products and Loan offerings, ICICI Bank assists you to
manage your finances by providing various investment options such as:
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iv. Loan:
Home Loans
Personal Loans
Car Loans
Two Wheeler Loans
Commercial Vehicle Loans
Loans against Securities
Farm Equipment Loans
Construction Equipment Loans
Office Equipment Loans
Medical Equipment Loans
v. Cards:
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Credit Card
Debit cum ATM Card
Travel Card
With ICICI Bank, banking is no longer what it used to be. ICICI Bank
offers Mobile Banking facility to all its Bank, Credit Card and Demat
customers. ICICI Bank Mobile Banking enables you to bank while being on the
move.
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2. 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 RBI and the IBA are concerned with regulations. The rate of interest is
regulated by the RBI and other charges are controlled by IBA.
The pricing policy of a bank is considered important for raising the number
of customers’ vis-à-vis the accretion of deposits. Also the quality of service
provided has direct relationship with the fees charged. Thus while deciding the
price mix customer services rank the top position.
The banking organizations are required to frame two- fold strategies. First,
the strategy is concerned with interest and fee charged and the second strategy
is related to the interest paid. Since both the strategies throw a vice- versa
impact, it is important that banks attempt to establish a correlation between two.
It is essential that both the buyers as well as the sellers have feeling of winning.
3. Place:
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suitable place for bank branches. The number of branches OF ICICI: 1900 in
India and 33 in Mumbai.
LOCATION OF BRANCH:
Shivam Shopping Centre, S.V.Road, Opp. New Era Cinema, Malad (W),
Mumbai.
LOCATION OF ATMS:
• Malad subway
• With branch
• Mindspace
• Orlem
• Raheja township
The selection
significant with
•
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4. Promotion Mix:
5. People:
All people directly or indirectly involved in the consumption of banking
services are an important part of the extended marketing mix.
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The starting point in internal marketing is that the employees are the first
internal market for the organization.
If the people don’t meet customers' expectations, then neither does the
service. Therefore, investing in people quality in service business means
investing in product quality.
6. Process:
Flow of activities: All the major activities of ICICI banks follow RBI
guidelines. There has to be adherence to certain rules and principles in the
banking operations. The activities have been segregated into various
departments accordingly.
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have some standardization in them. This is because of the rules they are subject
to. Besides this, each of the banks has its standard forms, documentations etc.
Standardization saves a lot of time behind individual transaction.
Number of steps: Numbers of steps are usually specified and a specific pattern
is followed to minimize time taken.
Customer involvement: ATM does not involve any bank employees. Besides,
during usual bank transactions, there is definite customer involvement at some
or the other place because of the money matters and signature requires.
7. Physical Evidence:
Physical evidence is the material part of a service. Strictly speaking there are
no physical attributes to a service, so a consumer tends to rely on material cues.
There are many examples of physical evidence, including some of the
following:
• Internet/web pages
• Paperwork
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• Brochures
• Furnishings
• Business cards
• The building itself (such as prestigious offices or scenic
headquarters)
The physical evidences also include signage, reports, punch lines, other
tangibles, employee’s dress code etc.
Signage: each and every bank has its logo by which a person can identify the
company. Thus such signage is significant for creating visualization and
corporate identity.
Tangibles: bank gives pens, writing pads to the internal customers. Even the
passbooks, chequebooks, etc reduce the inherent intangibility of services.
Punch lines: punch lines or the corporate statement depict the philosophy and
attitude of the bank. Banks have influential punch lines to attract the customers.
Employee’s dress code: ICICI bank follows a dress code for their internal
customers. This helps the customers to feel the ease and comfort.
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ICICI Bank, India's largest private sector bank, has contracted with
Air2Web India to use their Mobile Internet Platform to provide ICICI Bank
customers with wireless access to their banking and credit card accounts.
"With this wireless service, our customers can keep track of their
account balances, as well as request details on how to pay credit card
balances, confirm when they have been paid, and receive banking and credit
card statements. We feel this value added service will improve our customer
service offering."
"ICICI Bank has always been known for its use of cutting edge
technology. So, it is no surprise that they are launching one of the first
wireless banking products to not only incorporate automated notifications of
balances of both your credit card and bank accounts, but one that also allows
customers to pull timely account information. This new wireless service gives
ICICI Bank customers substantially more control and flexibility over their
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The ICICI Bank Credit Cards was launched in January 2000 with three
variants Solid Gold, Sterling Silver and True Blue. The card is now available in
36 cities across India. The customer base is over 6.5 million.
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ICICI BANK:-
2009:
• ICICI Bank Mobile Banking was adjudged "Best Bank Award for Initiatives
in Mobile Payments and Banking" by IDRBT, on May 18, 2009 in
Hyderabad.
• ICICI Bank's b2 branch free banking was adjudged "Best E-Banking Project
Implementation Award 2008" by The Asian Banker, on May 11, 2009 at the
China World Hotel in Beijing.
• ICICI Bank bags the “Best bank in SME financing (Private Sector)” at the
Dun & Bradstreet Banking awards 2009.
• ICICI Bank's Rural Micro Banking and Agri-Business Group wins WOW
Event & Experiential Marketing Award in two categories - “Rural
Marketing programme of the year” and “Small Budget On Ground
Promotion of the Year”. These awards were given for Cattle Loan
'Kamdhenu Campaign' and 'Talkies on the move campaign' respectively.
• ICICI Bank Germany won the yearly banking test of the investor magazine
€uro in the “call money” category.
• The ICICI Bank was awarded the runner's up position in Gartner Business
Intelligence and Excellence Award for Asia Pacific for its Business
Intelligence functions.
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• ICICI Bank has been awarded the following titles under The Asset Triple A
Country Awards for 2009:
• Best Transaction Bank in India
• Best Trade Finance Bank in India
• Best Cash Management Bank in India
• Best Domestic Custodian in India
• ICICI Bank has bagged the Best Cash Management Bank in India award for
the second year in a row. The other awards have been bagged for the third
year in a row.
• ICICI Bank Canada received the prestigious Canadian Helen Keller Award
at the Canadian Helen Keller Centre's Fifth Annual Luncheon in Toronto.
The award was given to ICICI Bank its long-standing support to this unique
training centre for people who are deaf-blind.
• ICICI Bank wins World Finance 2009 Banking Awards for Best NRI
Services bank.
• ICICI Bank wins Asset Triple A Investment Awards for the Best Derivative
House, India. In addition ICICI Bank were Highly commended, Local
Currency Structured product, India for 1.5 year ADR GDR linked Range
Accrual Note.
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Technological advancement
Innovation
Diversified Activities
Customer Awareness and Satisfaction
Development of skills of Banks Personnel
Profitability Nature
Corporate Governance
In order to survive and succeed the domestic banks must identify their
marketing areas, develop adequate resources, convert these resources into
efficient services and distribute them effectively so that the customers are
satisfied.
ICICI Bank today services a growing customer base of more than 5
million customer accounts and 5 million bondholders accounts through a multi-
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channel access network. This includes over 400 branches and extension
counters, 1080 ATMs, call centers and Internet banking.
Bank renders personalised services and the present emphasis in
marketing is customer satisfaction. The customer satisfaction, which must be
the ultimate goal of bank marketing, is achieved not only through creating
suitable products according to his need but also through delivering them in a
most satisfying manner.
In spite of the changing banking environment and newer challenges
emerging, Service Marketing by ICICI Bank will continue to remain popular.
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Ch.12. BIBLIOGRAPHY
BOOKS REFERRED
1] Service Marketing By P.K. Gupta
2] Bank Marketing By Umesh C. Patnail
3] Marketing in Banking and Insurance By Romeo S. Mascarenhas
WEBLIOGRAPHY
www.icicibank.com
www.scribd.com
www.marketingteacher.com
www.google.com
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