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MARKET STRATEGY OF ICICI BANK

ICICI Bank uses the concept of Universal Banking.Universal Banking C

In universal banking, large banks operate extensively in networks of

Banking provides competitive advantage in the current scenariothro

can't have branches there because that is not workable in terms of c

Major Steps Taken:

In 2001 ICICI acquired the Bank of Madura (est. In 1943). The Bank of

In 2008 the ICICI Bank launched iMobile, a comprehensive Mobile ba

Global Market Strategy:

The global opportunity spectrum is changing dramatically, and in the

In the United Kingdom the ICICI bank have a partnership withLloyds

ADVERTISING STRATEGY:Amitabh Bachchan as brand ambassador of

Under the agreement, Mr. Amitabh Bachchan endorsed and promot

ShahRukh Khan as global brand ambassador of ICICI:

After Mr. Bachchan the ICICI Bank has decided to resort to thecelebri


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oncept

branches, provide many different services, hold several claims onfirms (including equity and debt), and

gh large product suite, diversified resource base, Economies of scale and scope, Optimization of human

sts.The solution to this problem is to partner with the micro-creditinstitutions, corporate providing inp

Madura was a Chettiar bank, and had acquired the ChettinadMercantile Bank (est. In 1933) and the Illa

nking solution. iMobile is considered to be a breakthroughinnovation in the Indian Banking which allow

next three years, the banks global business will contribute one-thirdof the book top line and bottom-lin

ank and are present in 30 branches there, promoting joint products, and they get new customers.In th

ICICI:

dall the products and services offered by ICICI and its Groupcompanies for a period of two years.Durin

ty endorsement route to promote its brand. Almost two-and-a-half years since superstar Amitabh Bach


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participate directly in thecorporate governance of firms that rely on the banks for funding or as insuran

and financial capital.In a span of just four years, the ICICI Bank has emerged as aconsumer banking beh

ts or buying products from thefarmer and self-help groups.

nji Bank (est. in 1904) inthe 1960s.In 2007 ICICI amalgamated the Sangli Bank, which washeadquartered

a customer to do all possible transactions through a GPRS-enabled mobile phone easilyand convenient

e. Today it's about only 10-12 per cent. The NRI (people living abroad) is a great customer and theother

United States the ICICI bank have a tie-up with Wells Fargoand their customers can start a remittance i

his term as the brandambassador, he played a key role in all major brand and productcommunication b

chan endorsed the ICICI brand, the company has signed up Shah Rukh Khan as its globalambassador. Sh


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e underwriters. It means the ability to offer i.e. sell andunderwrite all the types of products and service

emoth.With a retail book of over Rs 56,000crores (Rs 560 billion) and a market share that is the envy of

in Sangli, in Maharashtra State, and which had 158 branches in Maharashtra state and another 31 in Ka

ly.

is the Indian corporate who is globalising -- either in the trade business or is setting up businesses abro

nto India from anychannel.

y ICICI. He endorsed the ICICI brand throughcorporate and product campaigns on television, print and o

h Rukh Khan whose increasing global popularitygives synergy to the growing global presence of ICICI B


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s to any set of clients, either through a single or through a group of companies. The practice of Universal

competition -- it has a share of over 30 per cent The ICICI Bank today has reached a commanding posi

rnataka State.ICICI also received permission from the government of Qatar to opena branch in Doha an

d.Banks USP (unique selling proposition) is a unique technology; itcan get customers to talk to his cons

utdoor medium. Mr. Bachchan also participated in select events such as new product launches, various

nk.Shahrukh Khan is a truly global Indian who embodies the Indianwinning spirit in a true sense. The en


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l Banking varies across several countries. Indiafaces a very high regulatory burden although now a congl

tion.The bank boasts of the widest integrated technology platform in thecountry and only a fourth of it

from the US Federal Reserve to open a branchin New York city. ICICI Bank Eurasia opened a second br

tituents online. The NRI is aninteresting link because today he has tremendous needs in India; hewants

campaigns, and customer reward programmes etc

ergy and innovation whichShahrukh Khan represents coupled with his popularity both in Indiaand abroa


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omeratestructure of the universal banking has already been permitted .Manyinternational players like

business takes place at its branchesand subsidiaries.Its legacy of non-performing assets (NPAs) -- for w

nch in St.Petersburg.

o remit money, purchase a commodity, buy a home, especiallythe H1 visa guys. This year 10 per cent o

d make him the ideal choice for the ICICI Bank, particularly as the Bank makes its global forays. Within a


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BN-AMRO, Citigroup, HSBC, DeutscheBank, JP Morgan Chase, Lehman Brothers have realized the benef

ich it has beenrated below its peers earlier-- is now almost history with net NPLs(non-performing loans

the home loans will belended to NRIs.

short spanof four years, the ICICI Bank has established its presence in 12countries including UK, Canada


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itsof Universal Banking. The ICICI Bank has also joined theseinternational players. The ICICI Bank functio

) down to 2 per cent.Armed with a much stronger balance sheet, the ICICI Bank isaggressively foraying i

, US and the Middle East.


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ns as a universal bank through itself and its associate companies in the areas of corporatefinance, comm

to overseas markets and also has an eye onthe rural India.Rural India is an opportunity, somewhat pre


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ercial banking, per

ature, but in the next12-

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