Scribd
Upload
354 views11 pages

ICICI Case Study

ICICI Bank is India's largest private sector bank and second largest overall in terms of assets. It offers a wide range of products and services including savings accounts, loans, investments, credit cards, and mobile banking. The bank uses the 7 Ps of marketing - product, price, place, promotion, process, physical evidence, and people - to effectively market its services. It has over 1900 branches across India and employs internal marketing strategies to ensure high quality customer service.

Uploaded by

Ravee Mishra
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PPTX, PDF, TXT or read online on Scribd
354 views11 pages

ICICI Case Study

ICICI Bank is India's largest private sector bank and second largest overall in terms of assets. It offers a wide range of products and services including savings accounts, loans, investments, credit cards, and mobile banking. The bank uses the 7 Ps of marketing - product, price, place, promotion, process, physical evidence, and people - to effectively market its services. It has over 1900 branches across India and employs internal marketing strategies to ensure high quality customer service.

Uploaded by

Ravee Mishra
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PPTX, PDF, TXT or read online on Scribd
You are on page 1/ 11

ICICI Bank A Case study

Industrial Credit and Investment corporation


of India bank - largest private sector bank in
market capitalization
Second largest overall in terms of assets.
largest issuer of credit cards in India


MARKETING OF SERVICES BY
ICICI BANK:

Product :
Saving account: offers a power packed Savings
Account with a host of convenient features
and banking channels to transact through.
Senior citizen services: convenience with
benefits
Fixed Deposits : Safety, Flexibility, Liquidity
and Returns




Recurring Deposits: Affordability and higher earnings.
Roaming Current: access your accounts at over 500
networked branches across the country.
Loans: Home Loans. Personal Loans. Car Loans, two Wheeler
Loans, Commercial Vehicle Loans. Loans against Securities,
educational loans etc
Investments: ICICI Bank Tax Saving ,Foreign Exchange
Services, Senior Citizens Savings Scheme, 2004.
Cards: Credit card, ATM card, travelers card
Demat services
Online money transfer
Mobile banking



7 Ps of ICICI Bank
Pricing
1. Pricing Decisions related to interest, fee or
commission.

2. RBI and IBA

3. Raising Number of Customers

4. 2 Fold Strategies
7 Ps of ICICI Bank
Place
1. Services are sold through branches

2. Making Promised Services available to the
ultimate users.

3. Branches OF ICICI:
1900 in India and 33 in Mumbai.
7 Ps of ICICI Bank
Promotion
1. Advertising - Television, radio, movies, theatres
2. Print Media- Hoardings, newspaper, magazines
3. Publicity- Road shows, campus visits, sandwich man,
Sponsorship
4. Sales Promotion- Gifts, discount and commission,
incentives, etc.
5. Personal Selling- Cross-sale (selling at competitors place),
personalized service
6. Telemarketing- ICICI one source Call center (mind space)
7 Ps of ICICI Bank
Process
1. Standardization- ICICI bank has got standardized
procedures got typical transactions

2. Customization- Specialty counters at each branch to deal
with customers of a particular scheme

3. Simplicity- Separate counters exist with clear indication

4. Customer Involvement- Money matters and signature


7 Ps of ICICI Bank
Physical Evidence
1. Signage

2. Financial Reports- The Companys financial reports are issued to
the customers to emphasis or credibility

3. Tangibles- Pens, Writing Pads to the internal customers. Passbook
and Cheque books to the customers.

4. Punch lines- Hum Hai Naa

5. Employees Dress Code- ICICI bank follows a dress code for their
internal customers

7 Ps of ICICI Bank
People
1. All people directly or indirectly involved in the
consumption of banking services.

2. Workers, Employees, Management and other
Consumers

3. Employees of a Bank represents the organization to
its customers.

4. Internal Marketing




THANK YOU

You might also like

pFad - Phonifier reborn

Pfad - The Proxy pFad of © 2024 Garber Painting. All rights reserved.

Note: This service is not intended for secure transactions such as banking, social media, email, or purchasing. Use at your own risk. We assume no liability whatsoever for broken pages.


Alternative Proxies:

Alternative Proxy

pFad Proxy

pFad v3 Proxy

pFad v4 Proxy