SERVICE MARKETING MIXICICI Bank

By Ajesh, Dimple

COMPANY PROFILE

MD & CEO - Chanda Kochar

India’s Largest Private Sector Bank

2nd largest bank in India in all Sectors

Total assets of Rs. 3,562.28 billion

Incorporated -1955, Bank in -1994

Network in 18 Countries

Listed in NSE,BSE and NYSE

SERVICE MARKETING MIX

Product

Price

Place

Promotion

Physical evidence

People

Process

THE PRODUCT MIX

Deposits Investments Loan Cards Demat Services Mobile Banking Internet Banking NRI Services Life and General Insurance

THE PRICE MIX

Interest Fee Commission Very much dependent on the quality of service Important coz,

Decides the no of customersProfit of the business

The right balance (interest charged and interest paid)

THE PLACE MIX

Has a wide network both in India and abroad

1,620 branches and about 4,700 ATMs

Has made its presence felt in 18 countries incl. US, UK, Russia, Canada, Germany and many other Asian countries

THE PROCESS MIX

Standardizd

Simplicity

Cust. Focused

Customized Processes

RBI regulations kept

Definite format for documents as well as well defined

procedures for each transaction, thereby least time for

processing

Various functions are segregated, so no confusion unlike

many of the public sector banks

“The documentation process and formalities”

THE PHYSICAL EVIDENCE MIX

Specialty counters at major branches for different customer segments

Many examples of physical evidence such as Signage Reports Internet/web pages Brochures Furnishings and other tangibles Employees’ dress code The building itself

THE PEOPLE MIX

Management,

Knowledge Workers,

Employees(most important) and

Consumers

Immense, quality training provided

Excellent internal marketing plans

THE PROMOTION MIX

Advertising: Television, radio, movies, theatres, mobiles, internet etc

Print media: hoardings, newspaper, magazines Publicity: road shows, campus visits, sandwich man,

Sponsorship Sales promotion: gifts, discount and commission, incentives

etc. Telemarketing thru call centres The “Hum Hain Na” advertisement campaign

THANK YOU