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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
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