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SUB : AGENCY – SER- 01 CO : Marketing Department FILE : M -4 S - 402

Sub: Marketing for Transformation and Higher Growth Trajectory

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Our beloved Bank’s financial results for FY 19 have recently been published and we have done
considerably well in multiple parameters including 15-16% improvement in deposits, advances and
overall business.

However, a cursory glance at the results of competitor banks tells us that some of them have grown at
the same pace as us or faster, and some have successfully transitioned from loss-making to profit-
making. So, clearly, if we have to stay ahead of the competition in days to come and consistently evolve,
we have to drive vital changes responsible for growth, and chief among them, is marketing.

Marketing is neither an activity with an expiry date nor a one-time pill that can cure a temporary slump.
It is a continuous current that runs in the DNA of an enterprising organization and keeps it poised
towards larger and more holistic forms of development. Hence, for drawing its benefits, it has to be
embraced by each one of us, irrespective of our circle/ desk of work.

The ‘consumer decision-making process’ can be broadly put down to need recognition – information
search – alternatives’ evaluation – purchase – post-purchase assessment, in that order. And to enable the
field-level functionaries to successfully meet these stages, CO: Marketing Department has put together
multiple tools:-

Ongoing:
- Social Media Pages (across Facebook, Twitter, Instagram, LinkedIn and YouTube) displaying images,
GIFs, videos, articles, etc. of informative, branding, tutorial and promotional nature
- Marketing Site (CBS HelpDesK -> Menu -> Other Websites -> Marketing) carrying promotional
materials (like posters, banners, booklets, etc.), product features, rates, forms, etc.
- 24x7 Call Centre (Toll Free 1800 425 00 000) attending to query, feedback, grievances, leads and
overdue accounts
- Marketing Officers (in select zones) undertaking business development activities and serving as a
conduit between a customer and the bank.
Frequent/ Periodic:
- Digital Lead Generation Campaigns to generate leads online and augment the field efforts of
acquiring new customers or cross-selling to the existing ones
- Branding, Promotional and Visibility Drives on Radio, Web, Mobile, Outdoor and Print besides via
Events

As zones/ branches shall generously use the above resources, our department shall constantly improvise
on them. Also, as part of our endeavor to align our offerings with the market, these new initiatives will be
launched shortly: Loyalty Programme (to reward customers for digital products’ usage), Interactive Voice

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 CRA: 05 : 19-20 dt 23.05.2019 (M-4 S-402) CO: Marketing Department
Marketing for transformation and higher growth trajectory

Response on Call Centre (to enable self-banking) and Digital Signage System Solutions (to disseminate
information in near real-time). We are also looking to fortify the Feet-On-Street model.

Suggestions from the field are welcome. Please mail them to devaraj.d@indianbank.co.in or
ibhomktg@indianbank.co.in .

We are standing at a good place today and from here, we must only advance to greater heights. With the
right marketing efforts, we can contribute towards the transformation of our beloved ‘Indian Bank’ into
the ‘most-preferred banking partner’ in future. Towards this endeavour, let’s pledge.

D DEVARAJ
General Manager (RA&D / Marketing/ CCD / Bancassurance)

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