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Hum hain na!
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
DifferentiatedMarketing 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 sales
Communicates product features and benefits
Mainly through print media
Point of purchase promotion tools for different products to reach the relevant customer segment
PromotionStrategy
CorporateBranding
Product Branding
360 Degree Marketing
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Hum hain na!
Public RelationsPurpose - 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
Print Ads
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Hum hain na!
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
Awards & Events
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The ‘Emerging India Awards recognize and reward India's most globally-competitive SMEs whose business practices are at par with global giants.
Hum hain na!
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
Go Green Campaign
Green Products & Services Green Engagement Green Communication Green Partners
Customer Education Series
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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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