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Pradeep (26)Salil (27)Rajnish (28)Rishabh (29)Rishika (30)Sachin (32)

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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 andto allow consumers to purchase consumerproducts, homes, cars etc.

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Institutions which deals in money and credit.

An intermediary, which handles otherpeoples money both for their advantage andto its own profits.

A financial institution that links the flow of

funds from savers to the users. Plays an important role in the economy of

any country as they hold the saving of thepublic.

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Central Bank: The Reserve Bank ofIndia is the centralBank that is fully owned by the Government

Public Sector Banks: State Bank Group, Regionalrural banks

Private Sector Banks: Foreign Banks, Scheduled andNon- ScheduledBanks

Co-operative Sector: State Co-operativeBanks, CentralCo-operativeBanks, Primary Agriculture Credit Societies

Development Banks/Financial Institutions:I

DBI

,I

CI

CI

,NABARD

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Providing documentary and standby letters of credit (tradefinance), guarantees, performance bonds, securitiesunderwriting commitments and other forms of off-balancesheet exposures

Safekeeping of documents and other items in safe depositboxes

Currency exchange

Acting as a 'financial supermarket' for the sale, distributionor brokerage, with or without advice, of insurance, unit trustsand similar financial products

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Issue of money, in the form of banknotes and

current accounts subject to cheque or

payment at the customer's order. Netting and settlement of payments.

Credit intermediation

Credit quality improvement

Maturity transformation

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Bank marketing is the aggregate of functions,

directed at providing services to satisfy

customers financial (and other related) needsand wants, more effectively and efficiently

than the competitors keeping in view theorganizational objectives of the bank.

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The existence of the bank has little valuewithout the existence of the customer.

Aim is not only to create and win more and

more customer but also to retain themthrough effective customer service.

Appropriate promise to a customer through a

range of services (products) and also toensure effective delivery through satisfactionis important.

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Identifying the most profitable markets nowand in future;

Assessing the present and future needs of

customers; Setting business development goals and

making plans to meet them

Managing the various services and

promoting them to achieve the plans

Adapting to a changing environment in the

market place.

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Designed after taking into account the strengthsand weaknesses of the organization.

bank with clientele from various segments couldthink ofmarket penetration by offering theexisting range of services to existing customers.

Bank which are not facing acute competitioncould think ofMarket Development byoffering the existing services to new customers.

design new product range for their customers ofvarious segments

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How the sellers determines which buyerscharacteristics produce the best partitioning ofthe particular market?

The seller does not want to treat all customersalike nor does he want to treat them alldifferently

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Banks deal with individuals, group of persons

and corporates

More or less homogenous groups in terms oftheir needs and expectations.

Market segments, targeting one or moresegments, developing products and

marketing programs tailor-made for thesesegments.

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Agricultural Sector1. Marginal2. 2 to 5 acres

3. 5 to 10 acres4. 10 acres and above

Industrial Sector1. Tiny

2. Co-operative3. Small-sized4. Large- sized

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Services Sector

Household Sector

1. Marginal2. Low Income3. Middle Income4. High Income

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MarketTargeting in which each segments

attractiveness is measured and a target

segment is chosen based on itsattractiveness.

Positioning which is the act of establishing aviable competitive position of the firm and its

offer in the target segment chosen.

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Traditionalexternal

marketing

Internalmarketing

Interactivemarketing

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consists of usual four Ps of Product, Price,

Place and Promotion of marketing mix

Product:The products offered are theservices which includes various types of bank

accounts, different types of loans, investmentservices, Credit cards, Demat accounts,

online banking, mobile banking and manymore.

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includes interest , fees or commission charged

by the bank. Also the interest paid by the bank.

Typical for banking sector since RBI regulates

rates of interest, Organizations are supposed tosub-serve weaker sections and the rural regionsof the country.

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Buyers look for satisfaction which differs

from person to person.

Keeping in view the level of satisfaction of aparticular segment, the banks have to frame

the pricing strategies.

The interest charged and the interest paid

should have a co-relation between them.

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Developmarketing

strategy

Makemarketing

mixdecisions

Estimatethe

demandcurve.

Calculatecost

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It refers 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

Proximity may play a determinant role in

selecting the bank.

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Banks are coming up with extension counters,specialized branches, mobile branches, banksacquisition and amalgamation so as to havesufficient point of contacts with the customer.

With the advent of technology other point ofcontacts have come up. Such as:

ATM Telephone banking

Online banking Mobile banking Video banking etc.

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Advertising

Publicity

Sales Promotion

Personal Selling

Push and Pull Strategies

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It involves the people(5th P) of the bank i.e.

the employees.

Employees should also be treated as internalcustomers, and sort of marketing mix should

be followed.

Quality Human resource can be a point of

differentiation

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The quality of service provided during the

buyer-employee interaction.

Efforts for previous strategies will turn futile ifthe interaction does not takes place

satisfactorily.

It involves :

Process (6th P)

Physical evidence (7th P)

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Refers to the systems used to assist theorganization in delivering the service.

Aids to the promotion of customersatisfaction

It involves:speeding delivery of servicesreducing the paper workstandardization of procedures

customization as per individual demandsimplicity etc.

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It includes signage, reports, punch lines, other tangibles,employees dress code etc.

The companys financial reports are issued to thecustomers to emphasis or credibility.

Signage: Each and every bank has its logo by which aperson can identify the company. It creates visualizationand corporate identity for the banks.

Tangibles: banks give pens, writing pads to the customers.

Punch lines: Depicts the philosophy and attitude of thebank. Banks have influential punch lines to attract thecustomers.

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Referral services

Direct mailing

Cold calling Offering items having your brand identity

Using the media

Getting celebrities to endorse the product or service.

Sponsoring events

Using permission-based Marketing

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Recommendation ofTalwars 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 customers day at branches andadministrative offices. Provision of complaint-cum-suggestion box in

every branch.

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Provision ofMay I help you counter inbranches.

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 BankingOmbudsman was

established by RBI with objective of resolvingcustomer grievances in a quick and inexpensivemanner.

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Follows 80-20 Parato principal Bankers need to understand the rural

psychology Employing local literate youth for confidencebuilding Banker must be aware of agriculture aspects,

cultural and communal aspects, institutionalfacilities etc.

Process of change should be known to him Status of various development plans should be

known

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R:Retail Business for Rural Community As(Consumer & Producer)

U

: Urban facilities,I

nvestment,I

nfrastructureR: Animal Husbandry & Allied ActivitiesA: Agri Production(Field Crops, Plantation)L: Linkages & Synergy

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Horticulture, Plantation, Vegetable growing,Floriculture, aromatic and medicinal plants,Bio-diesel plants etc. for high investment

Opportunities Post Harvest and Food Processing Seed Multiplication & Processing Dairy Farming, Sericulture, Aqua-Culture &

Others. Irrigation Projects & Wasteland

Developments. RuralTourism & Other emerging areas.

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Industrial Credit and Investment

corporation of India bank - largest privatesector bank in market capitalization

Second largest overall in terms of assets.

largest issuer of credit cards in India

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Product :

Saving account: offers a power packed

Savings Account with a host of convenientfeatures and banking channels to transact

through.Senior citizen services: convenience with

benefitsFixed Deposits : Safety, Flexibility, Liquidity

and Returns

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Recurring Deposits: Affordability and higher earnings. RoamingCurrent: 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 againstSecurities, educational loans etc Investments: ICICIBankTax Saving ,Foreign Exchange

Services, Senior Citizens Savings Scheme, 2004. Cards: Credit card,ATM card, travelers card

Demat services Online money transfer Mobile banking

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Pricing1. Pricing Decisions related to interest, fee or

commission.

2. RBI and IBA

3. Raising Number of Customers

4. 2 Fold Strategies

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Place1. Services are sold through branches

2. Making Promised Services available to theultimate users.

3.B

ranches OFICICI:1900 in India and 33 in Mumbai.

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Promotion1. Advertising -Television, radio, movies, theatres2. Print Media- Hoardings, newspaper, magazines3. Publicity- Road shows, campus visits, sandwich man,

Sponsorship4. Sales Promotion- Gifts, discount and commission,

incentives, etc.

5. Personal Selling- Cross-sale (selling at competitors place),personalized service6. Telemarketing- ICICI one source Call center (mind space)

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Process1. Standardization- ICICI bank has got standardized

procedures got typical transactions

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

3. Simplicity- Separate counters exist with clear indication

4. Customer Involvement- Money matters and signature

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Physical Evidence1. 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 theirinternal customers

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People1. All people directly or indirectly involved in the

consumption of banking services.

2. Workers, Employees, Management and otherConsumers

3. Employees of a Bank represents the organization

to its customers.

4. Internal Marketing

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THANK YOU

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1 8 rajnish

9 17 salil

18- 25 pradeep 26 32 rishabh

33 -35 sachin

36 46 rishika

.

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