7 PS OF MARKETING FOR ICICI BANK PRODUCT MIX1.

DEPOSITS ICICI Bank offers wide variety of Deposit Products to suit our requirements. Coupledwith convenience of networked branches/ over 1800 ATMs and facility of E-channelslike Internet and Mobile Banking, ICICI Bank brings banking at your doorstep. Savings Account : ICICI Bank offers a power packed Savings Account with a host of convenient features and banking channels to transact through. Senior Citizen Services: The Senior Citizen Services from ICICI Bank has severaladvantages that are tailored to bring more convenience and enjoyment in your life. Young Stars: It's really important to help children learn the value of finances and moneymanagement at an early age. Banking is a serious business, but we make banking a pleasure and at the same time children learn how to manage their personal finances. Fixed Deposits: Safety, Flexibility, Liquidity and Returns!!!! A combination of unbeatable features of the Fixed Deposit from ICICI Bank. Recurring Deposits : Through ICICI Bank Recurring Deposit you can invest smallamounts of money every month that ends up with a large saving on maturity. So youenjoy twin advantages- affordability and higher earnings. Roaming Current Account: Only Roaming Current Account from ICICI Bank travelsthe distance with your business. You can access your accounts at over 500 networked branches across the country. Bank @ Campus: Thanks to bank@campus, child can now surf the Net and access allthe details of his / her account at the click of a mouse! No need to visit the bank branch atall. 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 to manage 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, 2004 3. ANYWHERE BANKING ICICI Bank is the second largest bank in the country. It services a customer base of morethan 5 million customer accounts through a multi-channel access network. This includesmore than 500 branches and extension counters, over 1800 ATMs, Call Centre andInternet 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 Loansc) Car Loansd) Two Wheeler Loanse) Commercial Vehicle Loansf) Loans against Securitiesg) Far m Equipment Loansh) Construction Equipment Loansi) Office Equipment Loans j) Medical Equipment Loans 5. CARDS a) Credit Card b) Debit cum ATM Cardc) Travel Card

6. DEMAT SERVICES ICICI Bank Demat Services boasts of an ever-growing customer base of over 7 lacsaccount holders. In their continuous endeavor to offer best of the class services to our customers we offer the following features: Digitally signed transaction statement by e-mail. Corporate benefit tracking

e-Instruction facility - facility 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 handleall queries. 7. MOBILE BANKING With ICICI Bank, banking is no longer what it used to be. ICICI Bank offers MobileBanking facility to all its Bank, Credit Card and Demat customers. ICICI Bank MobileBanking enables you to bank while being on the move. 8. NRI SERVICESONLINE 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 ONLINE Tracking of the status of your funds SUPERIOR Exchange rates

 OFFLINE MONEY TRANSFER facility is also available across geographiesthrough our local branches and in association with partner banks/ exchange houses. PRICING MIX The pricing decisions or the decisions related to interest and fee or commission charged by banks are found instrumental in motivating or influencing the target market.The RBI and the IBA are concerned with regulations. The rate of interest is regulated bythe RBI and other charges are controlled by IBA.The pricing policy of a bank is considered important for raising the number of customersvis-vis the accretion of deposits. Also the quality of service provided has directrelationship with the fees charged. Thus while deciding the price mix customer servicesrank the top position.The banking organizations are required to frame two- fold strategies. First, the strategy isconcerned with interest and fee charged and the second strategy is related to the interest paid. Since both the strategies throw a vice- versa impact, it is important that banks ttempt to establish a correlation between two. It is essential that both the buyers as wellas 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: ROA or ROE objectives Related income taxes Earning assets to total assets Equity-to-asset ratio Cost to service earning assets being funded or deposits funding an earning asset Pricing for the activities and risks associated with the product

 Rate tiers based on product balances Asset and liability mixAnother element to consider in the pricing of earning assets is the risk of loss. Mostnotably, this is relevant in loan pricing. Many banks assign a risk weighting to individualloans over a certain size or based on loan type and assign a credit risk charge based onthose ratings.Customer relationships are difficult to assign a value to in the pricing process. Customerswill generally press for some price concessions in consideration of other relationshipsthey have with the bank.Asset and liability mix also impacts pricing results. Generally speaking, banks operatingwith higher loan-to-asset ratios are able to afford to pay more for deposits. Likewise, banks can afford to be more competitive on certain deposit products if they have fewer maturities in a particular timeframe or less total outstanding 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 any other point in history. In the past 10 years, the number of bank locations has increased 20%.Of course, there are the mortgage bankers, the Internet, and a host of other financialservice providers competing for your customers loan and deposit business.The point is, the competitive marketplace always ensures that if a financial institution ischarging too much for loans or paying too little for deposits, its share of the market willlikely dwindle as existing and prospective customers find alternative providers. You cando all the math you want to determine required pricing points, but if your pricing isuncompetitive, your market share will shrink 3. What would the bank have to do to sales and operations to make its rates themost competitive in its market? Pricing is a key issue for the associates who sell bank products to your customers. Thefact is, lenders want the lowest rates, and people dealing with depositors want to pay thehighest rates. You need the right balance of fee income, strategies to reduce operatingcosts, and a healthy asset and liability mix to change your required pricing. PLACE This component of marketing mix is related to the offering of services. The services aresold through the branches.The 2 important decision making areas are: making available the promised services to theultimate 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: Shivam Shopping Centre, S.V.Road,Opp. New Era Cinema, Malad (W), Mumbai.MUMBAI , 400064. LOCATION OF ATMS:

Malad subway With branch Mindspace Orlem Raheja township Why they select this place as branch? The selection of a suitable place for the establishment of a branch is significantwith the view point of making place accessible. The safety and security provisions a 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) PROCESS Flow of activities: all the major activities of ICICI banks follow RBI guidelines. Therehas to be adherence to certain rules and principles in the banking operations. Theactivities 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 singlebank, but all the banks have somestandardization 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 lotof time behind individual transaction. Customization: There are specialty counters at each branch to deal with customers of a particular scheme. Besides this the customers can select their deposit period among theavailable 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 counters existwith clear indication. Thus a customer wanting to deposit money goes to depositscounter and does not mingle elsewhere. This makes procedures not only simple butconsume less time. Besides instruction boards in national boards in national and regionallanguage help the customers further. Customer involvement: ATM does not involve any bank employees. Besides, duringusual bank transactions, there is definite customer involvement at some or the other place because of the money matters and signature requires. PHYSICAL EVIDENCES Physical evidence is the material part of a service. Strictly speaking there are no physicalattributes to a service, so a consumer tends to rely on material cues. There are manyexamples 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,empl oyees 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 and corporate identity. Financial reports: The Companys financial reports are issued to the customers toemphasis or credibility. Tangibles: bank gives pens, writing pads to the internal customers. Even the passbooks,chequebooks, etc reduce the inherent intangibility of services. Punch lines : punch lines or the corporate statement depict the philosophy and attitude of the bank. Banks have influential punch lines to attract the customers. Employees dress code: ICICI bank follows a dress code for their internal customers.This helps the customers to feel the ease and comfort. THE PEOPLE All people directly or indirectly involved in the consumption of banking services are animportant part of the extended marketing mix.Knowledge Workers, Employees, Management and other Consumers often addsignificant value to the total product or service offering.It is the employees of a bank which represent the organisation to its customers. In a bank organization, employees are essentially the contact personnel with customer.Therefore, an employee plays an important role in the marketing operations of a serviceorganisation.To realize its potential in bank marketing, ICICI become conscious in its potential ininternal marketing - the attraction, development, motivation and retention of qualifiedemployee-customers through need meeting job-products. Internal marketing paves wayfor external marketing of services. In internal marketing a variety of activities are usedinternally in an active, marketing like manner and in a coordinated way.The starting point in internal marketing is that the employees are the first internal marketfor the organization.The basic objective of internal marketing is to develop motivated and customer consciousemployees.A service company can be only as good as its people. A service is a performance and it isusually 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 in product quality