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BANKING PRODUCTS
Pradeep (26)
Salil (27)
Rajnish (28)
Rishabh (29)
Rishika (30)
Sachin (32)
What is
banking?
Basic Definition: A system of trading
money which:
provides a safe place to save excess
cash, known as deposits.
supplies liquidity to the economy by
loaning this money out to help
businesses grow and to allow
consumers to purchase consumer
products, homes, cars etc.
What are banks
Currency exchange
Industrial Sector
1.Tiny
2.Co-operative
3.Small-sized
4.Large- sized
Criterion for Market
Segmentation in India
Services Sector
Household Sector
1.Marginal
2.Low Income
3.Middle Income
4.High Income
Market Targeting in which each
segment’s attractiveness is
measured and a target segment is
chosen based on its attractiveness.
Positioning which is the act of
establishing a viable competitive
position of the firm and its offer in
the target segment chosen.
Types of Marketing
Traditional external
marketing
consists of usual four ‘Ps’ of Product,
Price, Place and Promotion of
marketing mix
Product: The products offered are
the services which includes various
types of bank accounts, different
types of loans, investment
services, Credit cards, Demat
accounts, online banking, mobile
banking and many more.
Pricing
Buyers look for satisfaction which
differs from person to person.
Keeping in view the level of
satisfaction of a particular
segment, the banks have to frame
the pricing strategies.
The interest charged and the interest
paid should have a co-relation
between them.
General steps for pricing
Place
Itrefers to the establishment and
functioning of a network of
branches and other offices through
which banking services are
delivered.
Objective is to get the right
product ,at right places at right
time at the least cost.
Extensive branch network- access to
large section of people
Banks are coming up with extension
counters, specialized branches,
mobile branches, banks acquisition
and amalgamation so as to have
sufficient point of contacts with the
customer.
With the advent of technology other
point of contacts have come up. Such
as:
ATM
Telephone banking
Online banking
Mobile banking
Video banking etc.
Promotion
Advertising
Publicity
Sales Promotion
Personal Selling
Direct mailing
Cold calling
Sponsoring events
Recommendation of Talwar’s
committee,1975:
Establishment of customer service
committee/staff committee in the every
ranch.
Customer meets to be held at the
branches at least once in a half year.
15th of every month (next day if 15th is a
holiday) to be observed as customer’s
day at branches and administrative
offices.
Provision of complaint-cum-suggestion
Provision of ‘May I help you’ counter
in branches.
Immediate credit of cheques up to
Rs.2,500 which has since been
increased to Rs.15,000.
Payment of penal interest in case of
delay of collection of cheques.
In the year 1995 ‘Banking
Ombudsman’ was established by
RBI with objective of resolving
customer grievances in a quick and
inexpensive manner.
Rural bank marketing
Infrastructure
R: Animal Husbandry & Allied
Activities
A: Agri Production(Field Crops,
Plantation)
L: Linkages & Synergy
New Avenues for Rural
Business: Special Focus
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
7 Ps of ICICI Bank
Pricing
1.Pricing Decisions related to interest, fee
or commission.
4. 2 Fold Strategies
7 Ps of ICICI Bank
Place
1.Services are sold through branches
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
4.
Customer Involvement- Money matters and
signature
7 Ps of ICICI Bank
Physical Evidence
1.Signage
5.
Employee’s 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.
4. Internal Marketing
THANK YOU
1 – 8 rajnish
9 – 17 salil
.
18- 25 pradeep
26 – 32 rishabh
33 -35 sachin
36 – 46 rishika