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8/11/2019 ICICI 7P's
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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