State Bank Of India(7P's)

INTRODUCTION:

State Bank OF India is India’s largest bank with total assets of US$ 260 billion at September 31,
2009. The Bank has a network of 16,000 branches and about 3000ATMs in India and presence
in 32 countries. SBI Bank offers a wide range of banking products and financial services to
corporate and retail customers through a variety of delivery channels and through its specialized
subsidiaries and affiliates in the areas of investment banking, life and non-life insurance, venture
capital and asset management. The Bank currently has subsidiaries in the United Kingdom,
Russia and Canada, branches in the United States, Singapore, Bahrain, Hong Kong, Sri Lanka,
Qatar and Dubai International Finance Centre and representative offices in United Arab Emirates,
China, South Africa, Bangladesh, Thailand, Malaysia and Indonesia .SBI Bank’s equity shares are
listed in India on Bombay Stock Exchange and the National Stock Exchange of India Limited.

7P’s of Marketing of SBI Bank:

PRODUCT MIX:

1. DEPOSITS:

SBI Bank offers a wide variety of Deposit Products to suit our requirements. Coupled with the
convenience of networked branches/ over 3000 ATMs and facility of E-channels like Internet and
Mobile Banking, SBI Bank brings banking at your doorstep.

Savings Account: SBI 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 SBI Bank has several advantages that
are tailored to bring more convenience and enjoyment in your life.

Fixed Deposits: Safety, Flexibility, Liquidity and Returns!!!! A combination of unbeatable features
of the Fixed Deposit from SBI Bank.

Recurring Deposits: Through SBI 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.

Bank @ Campus: Thanks to bank@campus, the child can now surf the Net and access all the
details of his / her account at the click of a mouse! No need to visit the bank branch at all.

SBI Bank Salary Account: is a benefit-rich payroll account for Employers and Employees. As an
organization, you can opt for our Salary Accounts to enable easy disbursements of salaries and
enjoy numerous other benefits too.

2. INVESTMENTS

Along with Deposit products and Loan offerings, SBI Bank assists you to manage your finances
by providing various investment options such as:

• SBI Mutual Funds

• SBI Life insurance

• SBI Gold Bonds.

3. ANYWHERE BANKING

SBI Bank is the largest bank in the country. It services a customer base of more than 150 million
customer accounts through a multi-channel access network. This includes more than 16000
branches and extension counters, over 3000 ATMs, Call Centre and Internet Banking.

Thus, one can access the various services SBI Bank has to offer at anytime, anywhere and from
anyplace.

4. LOAN

a) Home Loans
b) Personal Loans

c) Car Loans

d) Two Wheeler Loans

e) Commercial Vehicle Loans

f) Loans against Securities

g) Farm Equipment Loans

h) Construction Equipment Loans

i) Office Equipment Loans

j) Medical Equipment Loans

5. CARDS

a) Credit Card

b) Debit cum ATM Card

c) Travel Card

6. DEMAT SERVICES

SBI Bank Demat Services boast of an ever-growing customer base of over 12 lakes account
holders. In their continuous endeavor to offer the best of the class services to our customers we
offer the following features:

• Digitally signed transaction statement by e-mail.

• Corporate benefit tracking.

• e-Instruction facility – facility to transfer securities 24 hours a day, 7 days a week through
Internet Interactive Voice Response (IVR) at a lower cost.

• Dedicated specially trained customer care executives at their call center, to handle all queries.

7. MOBILE BANKING

With SBI Bank, banking is no longer what it used to be. SBI Bank offers Mobile Banking facility
to all its Bank, Credit Card and Demat customers. SBI Bank Mobile Banking enables you to bank
while being on the move.

ONLINE MONEY TRANSFER facility available to NRIs worldwide through the click of a button.

Benefits:

• FREE Money transfers into accounts in India

• ONLINE Tracking of the status of your funds

• SUPERIOR Exchange rates

• OFFLINE MONEY TRANSFER facility is also available across geographies through

• Local branches and in association with partner banks/ exchange houses.

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.

Another element to consider in the pricing of earning assets is the risk of loss. Most notably, this
is relevant in loan pricing. Many banks assign a risk weighting to individual loans over a certain
size or based on loan type and assign a credit risk charge based on those ratings.

Customer relationships are difficult to assign a value to in the pricing process. Customers will
generally press for some price concessions in consideration of other relationships they have
with the bank.

Asset and liability mix also impacts pricing results. Generally speaking, banks operating with
higher loan-to-asset ratios are able to afford to pay more for deposits. Likewise, banks can
afford to be more competitive with certain deposit products if they have fewer maturities in a
particular timeframe or less total outstanding balances in a product line.

PLACE:

This component of marketing mix relates 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 and selecting a suitable place for bank branches.

The number of branches OF SBI: 16000 in India .

Why they select a specific place as a branch?

• The selection of a suitable place for the establishment of a branch is significant with the
viewpoint of making places accessible.

• The safety and security provisions

• Convenient to both the parties, such as the users and the bankers

• Infrastructure facility

• Near to the station and located on us. v. A road well crowded area.

• Market coverage

PROMOTION MIX

• Advertising: Television, radio, movies, theatres

• Print media: hoardings, newspaper, magazines

• Publicity: road shows, campus visits, sandwich man, Sponsorship

• Sales promotion: gifts, discount and commission, incentives, etc..

PEOPLE:

All people directly or indirectly involved in the consumption of banking services are an important
part of the extended marketing mix. Knowledge Workers, Employees, Management and
other Consumers often add significant value to the total product or service offering. It is the
employees of a bank which represent the organization to its customers.

In a banking organization, employees are essentially the contact personnel with customer.
Therefore, an employee plays an important role in the marketing operations of a service
organization.

To realize its potential in bank marketing, SBI become conscious in its potential in
internal marketing – the attraction, development, motivation and retention of qualified
employee-customers through need meeting job-products. Internal marketing paves way for
external marketing of services. In internal marketing a variety of activities are used internally in
an active, marketing like manner and in a coordinated way.

The starting point in internal marketing is that the employees are the first internal market for the
organization.

The basic objective of internal marketing is to develop motivated and customer conscious
employees.

A service company can be only as good as its people. A service is a performance and it is usually
difficult to separate the performance from the people.

If the people don’t meet customers’ expectations, then neither does the service. Therefore,
investing in peoples' quality in service business means investing in product quality.

PROCESS:

Flow of activities: All the major activities of SBI banks follow RBI guidelines. There has to be
adhered to certain rules and principles in the banking operations. The activities have been
segregated into various departments accordingly.
Standardization: SBI bank has got standardized procedures got typical transactions. In fact
not only all the branches of a single-bank, but all the banks 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.

Customization: There are specialty counters at each branch to deal with customers of a
particular scheme. Besides this the customers can select their deposit period among the
available alternatives.

Number of steps: Numbers of steps are usually specified and a specific pattern is followed to
minimize the time taken.

Simplicity: In SBI banks various functions are segregated. Separate counters exist with clear
indication. Thus a customer wanting to deposit money goes to ‘deposits’ counter and does
not mingle elsewhere. This makes procedures not only simple but consume less time. Besides
instruction boards on national boards in national and regional language help the customers
further.

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.

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

• Brochures

• Furnishings
• Business cards

• The building itself

The physical evidences also include signage, reports, punch lines, other tangibles, employee
dress code etc.

Signage: Each and every bank has its logo by which a person can identify the company. Thus
such signages are significant for creating visualization and corporate identity.

Financial reports: The Company’s financial reports are issued to the customers with emphasis or
credibility.

Tangibles: Bank gives pens, writing pads to the internal customers. Even the passbooks,
checkbooks, etc. reduce the inherent intangibility of services.

Punch lines: Punch lines or the corporate statement depicts the philosophy and attitude of the
bank. Banks have influential punch lines to attract the customers.

Employee’s dress code: SBI bank follows a dress code for their internal customers. This helps
the customers to feel the ease and comfort.

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