marketing mix in icici bank

8/2/2019 Marketing Mix in ICICI Bank

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RECEIVED GUIDENCE BY:

PROF. JALPA PAREKH


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MARKETING MIX IN ICICI BANK

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Royal College of Arts, Science and Commerce

SUBJECT: .5.1 (Marketing In Banking & Insurance)PROJECT ON : MARKETING MIX IN ICICI BANK

T.Y.BANKING & INSURANCE

SEMESTER 5

(2011-2012)

GROUP NO: 07

GROUP MEMBERS:

DIVYA JADVANI 07

AZIM SAMNANI 39

NAZNIN KHAN 17

RAHAT SHAIKH 27

YASHRAJ UCHIL 41


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ACKNOELEDGEMENT

It gives us immense pleasure in presenting our project on topic

MARKETING MIX IN ICICI BANK.

We would firstly like to thank our institution & sincerely thank

our principal Sir Prof. A.E.Lakdawala & Vice Principal Prof. Kamala for

providing us support & giving us an opportunity for doing BBI course &

completing project.

We would also like to express our profound gratitude to our

project guide Prof. Jalpa Parekh who has so ably guided our research

project with her vast fund knowledge, advice & constant

encouragement without which this project would have not been

possible. We candidly appreciate her implicit & valuable contribution in

drawing up this project work.

We take this opportunity to highlight the valuable contributionof BBI coordinator Prof. Kamal & our collogues & especially our parents

who have always supported & encouraged. The success of this project

report to large extent is dedicated to them too.

We also thank to all those who have helped us & whom we have

forgotten to mention in this space.


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Sr.No Particulars Pg.No.

1. Introduction 05

2. BANK MARKETINGTHE CONCEPT 06

3. JUSTIFICATIONS FOR PRACTISING

MARKETING IN BANKS

07

4. ICICI BANK 09

5. 7Ps of Marketing of ICICI Bank 11

6. SWOT OF ICICI 19

7. THE NEED FOR BETTER MARKETIN MIX 21

8. Conclusion 23

9. Bibliography/Webliography 24


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INTRODUCTION

Satisfaction and expectations move together. We cants deny that during the

yester decades, there have been multi-dimensional changes in the businessenvironment which has shown a major impact on our lifestyles. We find a direct

impact of disposable income on the discretionary income. Here it is essential to

make it clear that disposable income is that portion of the income which is left in

our hands after discharging the tax liability and the discretionary income is that

portion of the disposable income which is in our hands after incurring the essential

expenses, specially for managing food, shelter, clothing, basic educational band

medical aids. It is really the discretionary income which affects the banking

business since the income is either spent on luxury items for managing the

comfortable living conditions or invested with the motto of earning interest and

dividend. It is against this background that upward trend in discretionary income

creates a sound nexus or a conductive environment for the development of banking

business, specially the mobilization of savings and deposits.

In the past, the commercial banks did not find any attraction in the Indian

economy because of the meager business prospects-and the low level of income

vis--vis the stagnating economic activities. Of late, we find good auguries and feel

that the Indian economy is moving ahead on the right path which would make the

business environment more conductive. No doubt in it that the national

development policy has made possible such a positive change in the business

environment that the intensity of competition is found at its peak. Just after the

beginning of the decade 1990s, we have witnessed a basic change in the attitude of

the policy makers which has compelled almost all the organizations either

producing goods or generating services to innovate their policy decisions. This in a

natural way has necessitated a need more professional excellence so that a stage of


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fierce competition is accepted as a challenge and necessary steps are taken to excel

competition, increase the market share and establish leadership.

BANK MARKETINGTHE CONCEPT

The concept Bank Marketing is the combination or compendium of two different

words, Bank and Marketing. In a true sense, it is application of marketing

principles in the banking services or conceptualization of marketing in the

decision- making process of banking organization. It is against this background

that with the change in the concept of marketing, we find an analogous change in

the concept of bank marketing. It is quite natural that in an age of electronicmarketing, the functional responsibilities of bankers witness a radical change.

The matching of marketing with the banking services is the formulation of

an overall marketing strategy which suits the savings and investment preferences,

needs and requirements, likes and dislikes of customers. In view of the above, it is

right to say that bank marketing is related to the product, promotion, place, pricing

and people decisions of the banking organizations which simplify the task ofrestructuring or revamping their decisions in tune with the changing business

environment. In addition, the bank marketing also includes in its purview the

studies related to the behavioural profile of the customers and the marketing

information system so that the marketing decision coil more dynamism in its

nature and move with the customers and market.

Thus right from the making of services product (core and peripheral),promotion, place, pricing and people decisions to the study of bankers and

customers, market conditions and environment become an integral part of bank

marketing.


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JUSTIFICATIONS FOR PRACTISING

MARKETING IN BANKS

The time honoured innovation in perception becomes essential to conceptualise the

modern marketing principles in the banking services. The following arguments

justify the application process:

1. Understanding the customers: The concept of bank marketing is of late wellsupported by the sophisticated information technologies. With the help of

different sub-systems and to be more specific the marketing research, thebankers get an opportunity to understand the expectation of

prospects/customers. Since we segment the market and intensify the research, it

is easy to identify the magnitude or the emerging trends in expectations. The

life styles, likes and dislikes, hopes and aspirations or the behavioral profile all

are perceived in a right fashion. This simplifies the task of formulating sensitive

policies and strategies. It is against this background that the banking

organizations need to practice marketing.

2. Satisfying the customers: If we understand the prospects in a right fashion andthe policy makers appear interested in designing creative or time honoured

policies, the success rate reaches at its peak. If the marketing processes help us

in understanding the customers, the task of satisfying them is found easier. The

formulation and innovation process of marketing mixes moves in right and

desired order. The customer get the services in tune with their expectations

which helps banks in mobilizing savings and deposits by transforming the

prospects into actual customers and actual customers into habitual customers.


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3. Excelling Competition: Of late, the intensity of competition is found at itspeak. Like other organizations even banks have also been facing numerous

problems due to fierce competition. The leading foreign banks and to some

extend even the Indian commercial banks working under the private sector

believe in creating and expanding the quality gap. The public sector commercial

banks just attempt to bridge over the gap or even fail in doing such. The

snatching of business is thus found gaining the momentum. This makes it

essential that the innovation process gets an overriding priority even in the

public sector banks.

4. Formulating and Innovating the Mixes: The quality of mix plays a decisiverole in getting the business and increasing the market share. Hence the first mix

is product in which we need to make possible an optimal blending of core and

peripheral services. If we turn our eyes on the product mix of the private sector

banks we find peripheral services getting due weightage. The consumer

financing has been given an important place in almost all the private sectorbanks. The consumerism has taken a new shape and the customers needs and

requirements are expanding very fast. This makes it essential that while

formulating or innovating the product mix, we assign due weightage to the

needs and requirements of customers.

5. Social Orientation: It is not only sufficient that we offer to the customerquality services. It is not only significant that we promote in a right fashion. It is

not only meaningful that our strategies for interest and fees are lucrative. It is

not only essential that our personnel are familiar with the various dimensions of

behavioural management. In addition, it is much more impact generating that

policy makers arrange and overriding priority to the magnitude of social costs.


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ICICI BANK

ICICI Bank is Indias second-largest bank with total assets of Rs. 3,663.74 billion(US$ 76 billion) at September 30, 2009 and profit after tax Rs. 19.18 billion (US$

398.8 million) for the half year ended September 30, 2009. The Bank has anetwork of 1,588 branches and about 4,883 ATMs in India and presence in 18countries. ICICI Bank offers a wide range of banking products and financialservices to corporate and retail customers through a variety of delivery channelsand through its specialised subsidiaries and affiliates in the areas of investmentbanking, life and non-life insurance, venture capital and asset management. TheBank currently has subsidiaries in the United Kingdom, Russia and Canada,branches in United States, Singapore, Bahrain, Hong Kong, Sri Lanka, Qatar andDubai International Finance Centre and representative offices in United ArabEmirates, China, South Africa, Bangladesh, Thailand, Malaysia and Indonesia. OurUK subsidiary has established branches in Belgium and Germany.

ICICI Banks equity shares are listed in India on Bombay Stock Exchange and theNational Stock Exchange of India Limited and its American Depositary Receipts(ADRs) are listed on the New York Stock Exchange (NYSE).

History:

ICICI Bank was originally promoted in 1994 by ICICI Limited, an Indian financial

institution, and was its wholly-owned subsidiary. ICICIs shareholding in ICICIBank was reduced to 46% through a public offering of shares in India in fiscal1998, an equity offering in the form of ADRs listed on the NYSE in fiscal 2000,ICICI Banks acquisition of Bank of Madura Limited in an all-stock amalgamationin fiscal 2001, and secondary market sales by ICICI to institutional investors infiscal 2001 and fiscal 2002. ICICI was formed in 1955 at the initiative of theWorld Bank, the Government of India and representatives of Indian industry. Theprincipal objective was to create a development financial institution for providingmedium-term and long-term project financing to Indian businesses. In the 1990s,ICICI transformed its business from a development financial institution offering

only project finance to a diversified financial services group offering a widevariety of products and services, both directly and through a number of subsidiariesand affiliates like ICICI Bank. In 1999, ICICI become the first Indian company andthe first bank or financial institution from non-Japan Asia to be listed on theNYSE.


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After consideration of various corporate structuring alternatives in the context ofthe emerging competitive scenario in the Indian banking industry, and the movetowards universal banking, the managements of ICICI and ICICI Bank formed theview that the merger of ICICI with ICICI Bank would be the optimal strategicalternative for both entities, and would create the optimal legal structure for theICICI groups universal banking strategy. The merger would enhance value for

ICICI shareholders through the merged entitys access to low-cost deposits, greateropportunities for earning fee-based income and the ability to participate in thepayments system and provide transaction-banking services. The merger wouldenhance value for ICICI Bank shareholders through a large capital base and scaleof operations, seamless access to ICICIs strong corporate relationships built upover five decades, entry into new business segments, higher market share invarious business segments, particularly fee-based services, and access to the vasttalent pool of ICICI and its subsidiaries. In October 2001, the Boards of Directors

of ICICI and ICICI Bank approved the merger of ICICI and two of its wholly-owned retail finance subsidiaries, ICICI Personal Financial Services Limited andICICI Capital Services Limited, with ICICI Bank. The merger was approved byshareholders of ICICI and ICICI Bank in January 2002, by the High Court ofGujarat at Ahmedabad in March 2002, and by the High Court of Judicature atMumbai and the Reserve Bank of India in April 2002. Consequent to the merger,the ICICI groups financing and banking operations, both wholesale and retail,have been integrated in a single entity.


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

2. INVESTMENTS

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

ICICI Bank Tax Saving Bonds Government of India Bonds Investment in Mutual Funds Initial Public Offers by Corporate Investment in Pure Gold

Foreign Exchange Services Senior Citizens Savings Scheme, 20043. ANYWHERE BANKING

ICICI Bank is the second largest bank in the country. It services a customer base ofmore than 5 million customer accounts through a multi-channel access network.This includes more than 500 branches and extension counters, over 1800 ATMs,Call Centre and Internet Banking.

Thus, one can access the various services ICICI 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


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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

ICICI Bank Demat Services boasts of an ever-growing customer base of over 7lacs account holders. In their continuous endeavor to offer best of the class servicesto our customers we offer the following features:

Digitally signed transaction statement by e-mail. Corporate benefit tracking. e-Instruction facilityfacility 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 centre, to

handle all queries.

7. MOBILE BANKING

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

8. NRI SERVICES

ONLINE MONEY TRANSFER facility available to NRIs worldwide throughwww.money2India.com at the click of a button!

Benefits:

FREE Money transfers into accounts with over 30 banks in India Demand Drafts issued and payable at over 1250 locations in India


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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.

PRICING MIX:

The pricing decisions or the decisions related to interest and fee or commissioncharged by banks are found instrumental in motivating or influencing the targetmarket.

The RBI and the IBA are concerned with regulations. The rate of interest isregulated by the RBI and other charges are controlled by IBA.

The pricing policy of a bank is considered important for raising the number ofcustomers vis-a -vis the accretion of deposits. Also the quality of service providedhas direct relationship with the fees charged. Thus while deciding the price mixcustomer services rank the top position.

The banking organizations are required to frame two- fold strategies. First, thestrategy is concerned with interest and fee charged and the second strategy isrelated to the interest paid. Since both the strategies throw a vice- versa impact, itis 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.

Pricing Bank Products Starts With Three Basic Questions.

1. What rate does the bank need to meet its financial objectives?

The answer is, it depends.

Some considerations for loan and deposit pricing are:

Related income taxes

Earning assets to total assets Equity-to-asset ratio Pricing for the activities and risks associated with the product Asset and liability mix


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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 weightingto individual loans over a certain size or based on loan type and assign a credit riskcharge 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 ofother relationships they have with the bank.

Asset and liability mix also impacts pricing results. Generally speaking, banksoperating with higher loan-to-asset ratios are able to afford to pay more fordeposits. Likewise, banks can afford to be more competitive on certain depositproducts if they have fewer maturities in a particular timeframe or less totaloutstanding balances in a product line.

2. What is the market rate for the core product?

Customers have more distribution channels available to them today than at anyother point in history. In the past 10 years, the number of bank locations hasincreased 20%. Of course, there are the mortgage bankers, the Internet, and a hostof other financial service providers competing for your customers loan and depositbusiness.

The point is, the competitive marketplace always ensures that if a financial

institution is charging too much for loans or paying too little for deposits, its shareof the market will likely dwindle as existing and prospective customers findalternative providers. You can do all the math you want to determine requiredpricing points, but if your pricing is uncompetitive, your market share will shrink.

3. What would the bank have to do to sales and operations to make its rates

the most competitive in its market?

Pricing is a key issue for the associates who sell bank products to your customers.The fact is, lenders want the lowest rates, and people dealing with depositors want

to pay the highest rates. You need the right balance of fee income, strategies toreduce operating costs, and a healthy asset and liability mix to change yourrequired pricing.


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PLACE

This component of marketing mix is related to the offering of services. Theservices are sold through the branches.

The 2 important decision making areas are: making available the promised servicesto the ultimate users and selecting a suitable place for bank branches.

The number of branches OF ICICI: 1900 in India and 33 in Mumbai.

LOCATION OF BRANCH:

ADDRESS OF BANK BRANCHES AND ATM

IN MIRA ROADWhy they select this place as branch?

The selection of a suitable place for the establishment of a branch issignificant with the view point of making place accessible.

The safety and security provisions Convenient to both the parties, such as the users and the bankers Infrastructure facility Near to station and located on s. v. 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. Personal selling: Cross-sale (selling at competitors place), personalized

service. Telemarketing: ICICI one source Call center (mind space)

PEOPLE:

All people directly or indirectly involved in the consumption of banking servicesare an important part of the extended marketing mix. Knowledge Workers,Employees, Management and other Consumers often add significant value to the


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total product or service offering. It is the employees of a bank which represent theorganization to its customers.

In a bank organization, employees are essentially the contact personnel withcustomer. Therefore, an employee plays an important role in the marketingoperations of a service organization.

To realize its potential in bank marketing, ICICI become conscious in its potentialin internal marketing the attraction, development, motivation and retention ofqualified employee-customers through need meeting job-products. Internalmarketing paves way for external marketing of services. In internal marketing avariety of activities are used internally in an active, marketing like manner and in acoordinated way.

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

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

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

If the people dont meet customers expectations, then neither does the service.

Therefore, investing in people quality in service business means investing inproduct quality.

PROCESS:

Flow of activities: All the major activities of ICICI banks follow RBI guidelines.There has to be adherence to certain rules and principles in the banking operations.The activities have been segregated into various departments accordingly.

Standardization: ICICI bank has got standardized procedures got typical

transactions. In fact not only all the branches of a single-bank, but all the bankshave 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.
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Customization: There are specialty counters at each branch to deal with customersof a particular scheme. Besides this the customers can select their deposit periodamong the available alternatives.

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

Simplicity: In ICICI banks various functions are segregated. Separate countersexist with clear indication. Thus a customer wanting to deposit money goes todeposits counter and does not mingle elsewhere. This makes procedures notonly simple but consume less time. Besides instruction boards in national boardsin 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 orthe 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 nophysical attributes to a service, so a consumer tends to rely on material cues. Thereare many examples of physical evidence, including some of the following:

Internet/web pages Paperwork Brochures Furnishings Business cards The building itself (such as prestigious offices or scenic headquarters)

The physical evidences also include signage, reports, punch lines, other tangibles,employees 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 andcorporate identity.

Financial reports: The Companys financial reports are issued to the customers toemphasis or credibility.


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

Punch lines: Punch lines or the corporate statement depict the philosophy andattitude of the bank. Banks have influential punch lines to attract the customers.

Employees dress code: ICICI bank follows a dress code for their internalcustomers. This helps the customers to feel the ease and comfort.

SWOT OF ICICI

STRENGTH

Is the preferred financier for 10 auto manufacturers companies Considered to be a flexible company Very consumer friendly. Has the highest month on month share of the market. 1.6 million customer base. Owns the largest ATM network. It is considered as a one stop shop for finance related business. Aggressive pruning of its non performing assets is improving its credit rate

profile allowing access to cheaper funds. Dealers love to work with them because of fast speed of processing loans Its volumes allow ICICI to offer among the lowest costWEAKNESS

Need to increase its outlets Its still a metro city bank Need to have more branches


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OPPORTUNITIES

1, sky is the limit as the market is growing and large part is still to untapped Need to have offers for the consumers with manufacturers Online banking can be profitized upon. Can venture into retail banking.THREATS

New entrants are making the competition tougher Consumers are becoming more and more demanding Decrease in interest rates have made in this field bit unrewarding The threat of takeover for ICICI bank under the following heads.De-regulation Globalization Disinter mediation Volatility

Managing credit card risks is a challenging job. Change in leading profile from project finance to good quality corporate

business is driving net interest margin down. Retail bank business profitability prospects are unclear.


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THE NEED FOR BETTER MARKETIN MIX

The following Porters Model shows the amount of competition and

difficulties faced by the banks:

PORTERS MODEL

New Entrants

The PSBs are facing competition from the new private and foreign banks which arecoming into the picture. The entry of new private as well as foreign banks whichsprang as a result of the dismantling of entry barriers in the industry. The newbanks are more leaner and have been able to invest in the latest technology.

Though the new entrants have many advantages still they have to go a long way.Entry barriers are not so small as being thought. PSBs have strong customer basewhich are loyal to these banks and so the switching cost for these will be very high.The new banks will have to compete with already established private and foreignsector banks.

Substitutes

The main substitutes are Financial Institutions and NBFCs. Commercial Bankshave been facing competition from the FIs in the intermediary business. FIs arealso into lending business, raising deposits, giving loans for working capital,discounting, leasing, hire -

purchase etc.

Suppliers

The RBI is the Central Bank of India and it regulates the working of all the banks.

The bank has the sole right of issuing currency notes above one rupee indenomination. Being the apex bank, it acts as the banker to all other banks. AllScheduled banks have to keep a certain percentage of their demand and timeliabilities with the RBI. The scheduled banks have to submit weekly returns oftheir business to the RBI which regulates the flow of credit. Every bank has to geta license from RBI to carry out banking business in the country.


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CONCLUSION

We cant negate that the bankers, specially working in a public sector

need special education and training facilities in the face of recent development nthe banking sector. Since they are suppose to face the challenges, threats and risks

due to quality gap generated by leading foreign banks, the need of the hour is to

project a positive image. Corporate image is the opinion of publics at large

regarding the contribution of an organization and we cant hesitate in mentioning

that masses have developed negative attitude regarding public sector commercial

banks. This makes it essential that public sector commercial banks their functionalstyle vis--vis the behavioral profile. The marketing makes it essential that we

forecast the trend and make necessary improvement in workings of commercial

banks.

Since the business environmental conditions are likely to be more volatile

in future commercial banks in general, the public sector banks in particular need to

make necessary preparations to enrich their potentials or to increase their strengths.


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BIBLIOGRAPHY

BOOKS:

MARKETING AND FINANCE

AUTHOR: MICHAEL VAZ, VINAYAK PARALIKAR

PUBLISHING HOUSE: MANAN PRAKASHAN

PUBLISHING YEAR: JUNE-2005(3RD REVISED EDITION)

WEBSITES:

http://managementfunda.com/7ps-of-marketing-mix-of-icici-bank/ http://www.marquantanalytics.com/ar10CMOCT.htm

Thank You
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