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Presented byBabu Reddy.ASommanna.A

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Services marketing are that elusive conceptwhich stays incomplete without a thoroughunderstanding of 7 Ps.

These form the critical success factors for anyservice as evaluated by a possible customer.

The following form the marketing mix forservices marketing, the first 4 Ps being the

core and the next 3 Ps being the extendedmarketing mix.

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1. DEPOSITS

Savings Account

Senior Citizen Services

Young Stars

Fixed Deposits

2. INVESTMENTS

ICICI Bank Tax Saving Bonds

Government of India Bonds

Investment in Mutual Funds Initial Public Offers by Corporate

Investment in Pure Gold

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3. ANYWHERE BANKING

ICICI Bank is the second largest bank in the country.

This includes more than 500 branches and extension

counters, over 1800 ATMs, Call Centre and InternetBanking.

4. LOAN

Home Loans

Personal Loans

5. CARDS

a) Credit Card

b) Debit cum ATM Card

c) Travel Card

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6. DEMAT SERVICES

Digitally signed transaction statement by e-mail.

Corporate benefit tracking.

e-Instruction facility facility to transfer securities 24hours a day, 7 days a week through Internet InteractiveVoice Response (IVR) at a lower cost.

7. MOBILE BANKING

ICICI Bank offers Mobile Banking facility to all its Bank,Credit Card and Demit customers.

8. NRI SERVICES

ONLINE MONEY TRANSFER

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B.PRICING MIX

The pricing decisions or the decisions related to interest

and fee or commission charged by banks are foundinstrumental in motivating or influencing the target market.

The RBI and the IBA are concerned with regulations.

The banking organizations are required to frame two- foldstrategies.

First, the strategy is concerned with interest and feecharged and the second strategy is related to the interestpaid.

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C.PLACE

The 2 important decision making areas are: making

available the promised services to the ultimate users andselecting a suitable place for bank branches.

The number of branches OF ICICI: 1900 in India

LOCATION OF BRANCH:

10-14-577,R.VTowers,

Near Central Park,

Tilak Road,

Tirupati-517501,

Andhra Pradesh,India.

Phone: 0877-2259518.

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LOCATION OF ATMS

RamBagicha-2, Temple Premises, Tirumala, TIRUPATINear: Lord Venkateswara Main Temple.

ICICI Bank Atm, V V Mahal Rd, Nr Yamaha Showroom, Tirupati

Netaji road

Balaji colony

D.PROMOTION MIX

Advertising Television, Radio, Movies. Print media Hoardings, Newspaper,

Magazines.

Publicity Road Shows, Campus Visits,

Sandwich Man, Sponsorship.

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E.PEOPLE

Knowledge Workers.

Employees.

Management. Other Consumers often add significant value to the

total product or service offering.

F.PROCESS

Flow of activities: All the major activities of ICICI banksfollow RBI guidelines. There has to be adherence to certainrules and principles in the banking operations. The activitieshave been segregated into various departments accordingly.

Standardization

Customization

Customer involvement

Simplicity

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G.PHYSICAL EVIDENCE

Internet/web pages

Paperwork

Brochures Furnishings

Business cards

The building itself

FINANCIAL AND OTHER INDICATORS

Signage

Financial reports

Tangibles

Punch lines

Employee dress code

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These says the importance of marketing mixin service sector , lacking of any elementmakes the service failure .

The ICICI bank is on the way of success as ithave all the 7ps running together in one line.

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http://managementfunda.com/7ps-of-marketing

mix-of-icici-bank.

http://www.youtube.com/watch?v=arr9jZJCY0kICICI bank vouchers.

http://allmbastuff.blogspot.com/2009/11/7-ps-

of-service-industrybanking.html