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Icici Bank Imc

This document discusses ICICI Bank's marketing strategy and initiatives. It describes ICICI as India's second largest bank that introduced branding and retail banking concepts. The bank focuses on target marketing, relationship management, and product innovation. It segments customers by occupation, income, geography, and age. ICICI positions itself as a modern, full-service financial provider and promotes its products through various channels including print, outdoor, events, and co-branding partnerships. The bank also runs public relations, investor relations, and customer education programs.

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Aman Singh
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209 views20 pages

Icici Bank Imc

This document discusses ICICI Bank's marketing strategy and initiatives. It describes ICICI as India's second largest bank that introduced branding and retail banking concepts. The bank focuses on target marketing, relationship management, and product innovation. It segments customers by occupation, income, geography, and age. ICICI positions itself as a modern, full-service financial provider and promotes its products through various channels including print, outdoor, events, and co-branding partnerships. The bank also runs public relations, investor relations, and customer education programs.

Uploaded by

Aman Singh
Copyright
© Attribution Non-Commercial (BY-NC)
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PPT, PDF, TXT or read online on Scribd
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Introduction

 India’s second largest bank


 614 branches and extension
counters
 2200 ATM’S
 Biggest private sector bank in
India
 Most valuable bank in India in
terms of market capitalization
 Described by the competitors
and industry expert in one
word – “Aggressive”

Hum hain na!


Firsts in the Industry
 Introduced concept of branding in the Indian banking industry
 Process, People and Physical evidence – brought to life by
ICICI
 Product Innovation
 Introduction of DSA’s
 Unleashed the power of the internet
 First bank to focus on retail banking as a driver for growth
 Comprehensive data centre availability & data protection
solutions

Hum hain na!


Focus areas of marketing effort

 Target marketing and customer acquisition


 Share of wallet
 Channel strategy and management
 Relationship management and database
marketing
 Product development & innovation
 Credit approval

Hum hain na!


Basis for segmentation
 Occupation
Different products for different occupational segment
identified
 Income
Minimum balance serves as a income segment barrier
 Geographical
Concentrated on Tier 1 & Tier 2 Cities trying to extend
reach
 Age
Different products like student account

Hum hain na!


Targeting
Differentiated
Marketing Strategy

 Tailors its marketing


campaigns to meet
the needs of its target
prospects
 Creates differentiated
product offering for
different segment
 Use of technology in
tracking customer
segment

Hum hain na!


Positioning
 Core proposition – ‘Hum hain na’ – trust, credibility, total
financial solution provider (brought about through its cross
selling effort)
 Modernization – process and physical evidence –
technology as the backbone and accelerator

Hum hain na!


Product Promotion
 Aimed at generating
Promotion
sales Strategy
 Communicates product
features and benefits
 Mainly through print
media
 Point of purchase
promotion tools for Corporate Product
different products to Branding Branding
reach the relevant
customer segment

Hum hain na!


360 Degree Marketing
9
Public Relations
Purpose - To deliver communication that is uniform in its message and yet customized for
specific target audiences

Media relations
 Press conferences
 Press Releases
 1-1 interviews

 Investor relations

 Analyst relations

 Government relations

Hum hain na!


Print Ads

11
Outdoor Activities
‘Need to be seen…
everywhere!!’

 Events at corporate
campus
 Promotional material at
channel partner outlets
 Billboards
 Signboards
 Kiosks in residential and
commercial complexes

Hum hain na!


Awards & Events
 The ‘Emerging India
Awards recognize and
reward India's most
globally-competitive SMEs
whose business practices
are at par with global
giants.

13
Other Initiatives
 In-film promotions – Baghban

 Co-Branding Initiatives
 Alliance with Amway India for launch of the
international credit card. The card will enable
Amway distributors to purchase Amway
products and earn and redeem reward points
 Indian Railways Catering And Tourism
Development Corporation, in conjunction with
ICICI Bank, announced the launch of mobile
payments and ticketing system, offering
IRCTC customers to book railway tickets via
SMS and make payments through their ICICI
Bank accounts

Hum hain na!


Other Initiatives

 Cross brand associations - acquiring databases of high net


worth clientele of lifestyle products : Tie-up with ‘Woven
Hues’
 Young Stars Account – Promotion through tie-up with
Cartoon Network, and in-series promotion through Tom &
Jerry
 Seminars in partnership with media channels
Hum hain na!
Go Green Campaign
 Green Products & Services Green Engagement
 Green Communication Green Partners
Customer Education Series
ICICI Bank's communication strategy steered towards
• customer education
• category development

The bank started the 'Safe Banking' series to educate


customers on best practices for banking safely and the
'Customer Education' series to educate customers on the
details of different products and offerings.

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