Segment For people who wish to invest their money in banks

Target Group Corporates, HINs, Middle income group etc

Positioning A bank that puts the customer first

Segmentation strategy: Demographics variables Location - Metros & divisional cities

Occupation - Business person - Salaried class (both govt. & private) Age - Senior citizens -
Minor psychographic variables Lifestyle - People who believes in modern banking with
higher set of service i. e. internet banking (incontact, mobile refill, travel currency card etc.)

Targeting strategy: Target market Corporate banking market : this market target the
industries & fulfill their financial needs. Capital market : this segment is targeted on the long
term needs of the individual as well as of industries. Retail banking market : this segment is
for retail investors & provide them short term financial credit for their personal, house hold
needs.

Positioning strategy: HDFC Bank has positioned itself as a bank which gives higher
standard of services through product innovation for the diverse need of individual &
corporate clients. So they want to highlight following points in their positioning segment : -
Customer centric -Service oriented -Product innovation.

Old Segmentation strategy:

1. Demographics variables:
a. Location –
 Metros & Divisional Cities
b. Occupation –
 Business person
 Salaried class (both govt. & private)
c. Age –
 Senior citizens
 Minor Lifestyle
2. Psychographic variables:
a. Lifestyle –
  People who believe in modern banking with higher set of service i.e.
internet banking (incontact, mobile refill, travel currency card etc.)

Old Targeting strategy:

1. Target Market
 Retail banking market: this segment is for retail investors Target &
provide them short term financial credit for their personal, house hold
needs.

Old Positioning strategy:

1. HDFC Bank has positioned itself as a bank which gives higher standard of services
through product innovation for the diverse need of individual & corporate clients. So
they want to highlight following points in their positioning segment:
 Customer centric
 Service oriented
 Product innovation

New Segmentation Strategy:

1. Demographics variables:
a. Location –
 Metros & Rural Areas
b. Occupation –
 Business person
o High Income groups & Low Income groups
 Salaried class (both govt. & private)
o High Income groups & Low Income groups
c. Age –
 Adults
 Minor
 Senior citizens
2. Psychographic variables:
b. Lifestyle –
 People who believe in modern banking with higher set of service i.e.
internet banking (incontact, mobile refill, travel currency card etc.)
 Insurance Class
 Security Class - high rated securities
a. City Attributes (regards to price)
 Different levels
 Emerging levels

New Targeting Strategy:

1. Target Market
  Retail banking market: this segment is for retail investors Target &
provide them short term financial credit for their personal, house hold
needs.

New Positioning strategy:

1. HDFC Bank has positioned itself as a bank which gives higher standard of services
through product innovation for the diverse need of individual & corporate clients. So
they want to highlight following points in their positioning segment:
 Customer centric
 Place oriented
 A new home
 Service oriented
 Product innovation – a backup of your old house