Presented byBaBu Reddy.a

Sommanna.a

Services marketing are that elusive concept which stays incomplete without a thorough understanding of 7 Ps.

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

The following form the marketing mix for services marketing, the first 4 P’s being the core and the next 3 P’s being the extended marketing mix.

6. DEMAT SERVICES Digitally signed transaction statement by e-mail. Corporate benefit tracking. e-Instruction facility – facility to transfer securities 24 hours a day,

7 days a week through Internet Interactive Voice 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

B.PRICING MIX

◦ The pricing decisions or the decisions related to interest and fee or commission charged by banks are found instrumental in motivating or influencing the target market.◦ The RBI and the IBA are concerned with regulations. ◦ The banking organizations are required to frame two- fold

strategies. ◦ First, the strategy is concerned with interest and fee charged and

the second strategy is related to the interest paid.

C.PLACE

◦ The 2 important decision making areas are: making available the promised services to the ultimate users and selecting 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.

LOCATION OF ATMS RamBagicha-2, Temple Premises, Tirumala, TIRUPATI

Near: 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.

G.PHYSICAL EVIDENCE Internet/web pages Paperwork Brochures Furnishings Business cards The building itself

◦ FINANCIAL AND OTHER INDICATORS Signage Financial reports Tangibles Punch l ines Employee dress code

These says the importance of marketing mix in service sector , lacking of any element makes the service failure .

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

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