Service Marketing Mix

ICICI Bank

By 
        Ajesh, Dimple
 Company Profile
 MD & CEO - Chanda Kochar
India’s Largest Private Sector Bank
2nd largest bank in India in all Sectors
 Total assets of Rs. 3,562.28 billion
Incorporated -1955, Bank in -1994
Network in 18 Countries
Listed in NSE,BSE and NYSE

Service Marketing Mix
 Product
 Price
 Place
 Promotion
 Physical evidence
 People
 Process

The Product mix
 Deposits
 Investments
 Loan
 Cards
 Demat Services
 Mobile Banking
 Internet Banking 
 NRI Services
 Life and General Insurance

The Price mix
 Interest
 Fee
 Commission
 Very much dependent on the quality of service
 Important coz,
 Decides the no of customers
 Profit of the business
 The right balance (interest charged and
interest paid)
The Place mix
 Has a wide network both in
India and abroad
 1,620 branches and about 4,700
ATMs
 Has made its presence felt in
18 countries incl. US, UK,
Russia, Canada, Germany and
many other Asian countries

The Process mix

Standardizd

Customized Processes Simplicity 

Cust. Focused 
 RBI regulations kept
 Definite format for documents as well as well
defined procedures for each transaction,
thereby least time for processing
 Various functions are segregated, so no
confusion unlike many of the public sector
banks
 “The documentation process and formalities”



The Physical Evidence Mix
 Specialty counters at major branches for
different customer segments
 Many examples of physical evidence such as
 Signage
 Reports
 Internet/web pages
 Brochures
 Furnishings and other tangibles
 Employees’ dress code
 The building itself


The People mix
 Management,
 Knowledge Workers,
 Employees(most important) and
 Consumers
 Immense, quality training provided
 Excellent internal marketing plans



The Promotion mix
 Advertising: Television, radio, movies, theatres,
mobiles, internet etc
 Print media: hoardings, newspaper, magazines
 Publicity: road shows, campus visits, sandwich man,
Sponsorship
 Sales promotion: gifts, discount and commission,
incentives etc.
 Telemarketing thru call centres
 The “Hum Hain Na” advertisement campaign

Thank You