Marketing

of
Banking Services
Pujit Singh(UM10304)
Shivam Miglani (UM10307)
Sahib Singh(UM10809)
Kushal Walia(UM10905)

WHAT IS BANKING?

Basic Definition: A system of trading money which:

provides a safe place to save excess cash, known as

deposits.

supplies liquidity to the economy by loaning this money

out to help businesses grow and to allow consumers to
purchase consumer products, homes, cars etc.

What are banks?

Institutions which deals in money and credit.

An intermediary, which handles other peoples money

both for their advantage and to its own profits.

A financial institution that links the flow of funds from

savers to the users.

Plays an important role in the economy of any country as

they hold the saving of the public.

High-contact v/s Low-contact Services

What option do you use for delivery of
Bank Service.

Visit the Bank in person and conduct transactions with a bank clerk.

Use Postal service to send deposits or request new cheque books

Use an ATM.

Conduct transactions by telephone with a customer service representative.

Use the keys on a telephone to interact with the back in response to voice
commands.

Conduct home banking through your own computer, using modem and special
software

Conduct transactions by computer through WWW

Complete banking transactions though mobile phone/PDA?

Types of Banking Services

Banks' activities can be divided into:

Retail banking: dealing directly with individuals and small

businesses;

Commercial banking: providing services to mid-market business;

Corporate banking: directed at large business entities;

Private banking: providing wealth management services to high net

worth individuals and families;

Investment banking: relating to activities on the financial markets.

What is Universal Bank? bankassurance

Central Bank Services

Retail Bank Services

Transactional accounts

Checking accounts (American english)

Current accounts (British english)

Savings accounts

Debit cards

ATM cards

Credit cards

Traveler's cheques

Mortgages

Home equity loans

Personal loans

Certificates of deposit/Term deposits

EFT, Wire transfer etc.

Retail Banks also include:

Community development bank are regulated banks that provide

financial services and credit to underserved markets or populations.

Private Banks manage the assets of high-net-worth individuals.

Offshore banks are banks located in jurisdictions with low taxation

and regulation. Many offshore banks are essentially private banks.

Savings banks accept savings deposits.

Postal savings banks are savings banks associated with national

postal systems.

Investment Bank Services

Business loan

Capital raising (Equity / Debt / Hybrids)

Mezzanine finance used in LBOs, Real estate finance

Project finance

Revolving credit

Risk management (FX, interest rates, commodities, derivatives)

Term loan

Cash Management Services (Lock box, Remote Deposit Capture,

Merchant Processing)

Credit services

Investment Banking Services

What is BANK MARKETING?

Bank marketing is the aggregate of functions, directed at

providing services to satisfy customers financial (and other
related) needs and wants, more effectively and efficiently
than the competitors keeping in view the organizational
objectives of the bank.
Each individual working in the bank is a marketing person who
contributes to the total customer satisfaction.
Bank should ultimately develop customer orientation among
all the personnel of the bank.

Need of Bank Marketing

Pre- Liberalization, it was said Marketing is not bankers cup of tea

But the Bank cannot exist without the customers.

The purpose of the bank is to create, win and keep a customer: The
customer is and should be the central focus of everything the bank does.

It is also way of organizing the bank as starting point for organizational

design should be the customer

Ultimate aim of a bank is to deliver total satisfaction to the customer

Customer satisfaction is affected by the performance of all the personnel

of the bank from chief executive to the person working at the counter.

So why not a separate marketing

department?

Studies have shown that a separate marketing department may widen the
gap between marketing and its operations

Back-end personnel may think that the bank has now marketing specialists
and hence they need not bother about customer related responsibilities any
longer.

However, some Indian banks have started marketing department for deposit
services function only. functions same but with more promotional activities.

Marketing is much more than just advertising and promotion it is basic part
of total business operation

Total Marketing function of banks

Market research identification of customers financial needs

recasting & researching future financial market needs and
competitors activities.

Product development Appropriate products(services) to meet

consumers financial needs.

Pricing of the service Promotional activities and distribution system

in accordance with the guidelines and rules of the RBI and at the
same time looking for opportunities to satisfy the customers better.

Developing market orientation - marketing culture: among all the

customer-consciousness personnel of the bank through training.

Concept of bank marketing

Identifying the most profitable markets now and in future;

Assessing the present and future needs of customers;

Setting business development goals and making plans to meet

them

Managing the various services and promoting them to

achieve the plans

Adapting to a changing environment in the market place.

Marketing strategies

Designed after taking into account the strengths and weaknesses of the
organization.

bank with clientele from various segments could think of market

penetration by offering the existing range of services to existing
customers.

Bank which are not facing acute competition could think of Market
Development by offering the existing services to new customers.

design new product range for their customers of various segments.

Segmentation

How the sellers determines which buyers

characteristics produce the best partitioning of
the particular market?

The seller does not want to treat all customers

alike nor does he want to treat them all
differently

Segmentation

Banks deal with individuals, group of persons and

corporates

More or less homogenous groups in terms of their

needs and expectations.

Market segments, targeting one or more

segments, developing products and marketing
programs tailor-made for these segments.

Criterion for Market

Segmentation in India

Agricultural Sector

1.

Marginal

2.

2 to 5 acres

3.

5 to 10 acres

4.

10 acres and above

Industrial Sector

1.

Tiny

2.

Co-operative

3.

Small-sized

4.

Large- sized

Criterion for Market

Segmentation in India

Services Sector

1.

Market Targeting- in which each segments attractiveness is measured and a

target segment is chosen based on its attractiveness.

2.

Positioning -which is the act of establishing a viable competitive position of the

firm and its offer in the target segment chosen.

Household Sector

1.

Marginal

2.

Low Income

3.

Middle Income

4.

High Income

Types of Marketing

Traditional
external
marketing

Internal
marketing

Interactive
marketing

1. Traditional external marketing

consists of usual four Ps of Product, Price, Place and

Promotion of marketing mix

Product: The products offered are the services which includes

various types of bank accounts, different types of loans,
investment services, Credit cards, Demat accounts, online
banking, mobile banking and many more.

Pricing

includes interest , fees or commission charged by the bank.

Also the interest paid by the bank.

Typical for banking sector since RBI regulates rates of interest,

Organizations are supposed to sub-serve weaker sections and
the rural regions of the country.

Buyers look for satisfaction which differs from person to

person.

Keeping in view the level of satisfaction of a particular

segment, the banks have to frame the pricing strategies.

The interest charged and the interest paid should have a corelation between them.

General steps for pricing

Develop
marketing
strategy

Make
marketing
mix
decisions

Estimate
the
demand
curve.

Calculate
cost

Place

It refers to the establishment and functioning of a

network of branches and other offices through which
banking services are delivered.

Objective is to get the right product ,at right places at

right time at the least cost.

Extensive branch network- access to large section of

people

Proximity may play a determinant role in selecting the

bank.

Banks are coming up with extension counters, specialized branches,

mobile branches, banks acquisition and amalgamation so as to have
sufficient point of contacts with the customer.

With the advent of technology other point of contacts have come up. Such
as:

ATM

Telephone banking

Online banking

Mobile banking

Video banking etc.

Promotion

Advertising

Publicity

Sales Promotion

Personal Selling

Push and Pull Strategies

2. Internal marketing

It involves the people(5th P) of the bank i.e. the

employees.

Employees should also be treated as internal

customers, and sort of marketing mix should be
followed.

Quality Human resource can be a point of

differentiation

3. Interactive marketing

The quality of service provided during the buyer-employee

interaction.

Efforts for previous strategies will turn futile if the interaction

does not takes place satisfactorily.
It involves :

Process (6th P)

Physical evidence (7th P)

Process

Refers to the systems used to assist the organization in

delivering the service.

Aids to the promotion of customer satisfaction

It involves:

speeding delivery of services

reducing the paper work

standardization of procedures

customization as per individual demand

simplicity etc.

Physical evidence

It includes signage, reports, punch lines, other tangibles, employees dress

code etc.

The companys financial reports are issued to the customers to emphasis or

credibility.

Signage: Each and every bank has its logo by which a person can identify
the company. It creates visualization and corporate identity for the banks.

Tangibles: banks give pens, writing pads to the customers.

Punch lines: Depicts the philosophy and attitude of the bank. Banks have
influential punch lines to attract the customers.

Current Marketing Strategies

Referral services

Direct mailing

Cold calling

Offering items having your brand identity

Using the media

Getting celebrities to endorse the product or service.

Sponsoring events

Using permission-based Marketing

Customer satisfaction

Recommendation of Talwars committee,1975:

Establishment of customer service committee/staff

committee in the every ranch.

Customer meets to be held at the branches at least once

in a half year.

15th of every month (next day if 15th is a holiday) to be

observed as customers day at branches and administrative
offices.

Provision of complaint-cum-suggestion box in every

branch.

Customer Satisfaction (Contd)

Provision of May I help you counter in branches.

Immediate credit of cheques up to Rs.2,500 which has

since been increased to Rs.15,000.

Payment of penal interest in case of delay of collection of

cheques.

In the year 1995 Banking Ombudsman was established

by RBI with objective of resolving customer grievances in a
quick and inexpensive manner.

Rural bank marketing

Follows 80-20 Parato principal

Bankers need to understand the rural psychology

Employing local literate youth for confidence building

Banker must be aware of agriculture aspects, cultural and

communal aspects, institutional facilities etc.

Process of change should be known to him

Status of various development plans should be known

RURAL Strategy

R:Retail Business for Rural Community As

(Consumer & Producer)
U: Urban facilities, Investment, Infrastructure
R: Animal Husbandry & Allied Activities
A: Agri Production(Field Crops, Plantation)
L: Linkages & Synergy

New Avenues for Rural

Business: Special Focus

Horticulture, Plantation, Vegetable growing, Floriculture,

aromatic and medicinal plants, Bio-diesel plants etc. for high
investment Opportunities

Post Harvest and Food Processing

Seed Multiplication & Processing

Dairy Farming, Sericulture, Aqua-Culture & Others.

Irrigation Projects & Wasteland Developments.

Rural Tourism & Other emerging areas.

ICICI Bank A Case study

Industrial Credit and Investment corporation of

India bank - largest private sector bank in market
capitalization

Second largest bank in India in terms of assets and

market capitalization.

Wide range of banking products and financial

services for corporate and retail customers in the
areas of investment banking, life, non-life
insurance, venture capital and asset management.

MARKETING OF SERVICES BY
ICICI BANK:
7 Ps:
1.

Product

2.

Pricing

3.

Place

4.

Promotion

5.

Process

6.

Physical Evidence

7.

People

7 Ps of ICICI Bank

1.

Product :
Saving account: offers a power packed
Savings Account with a host of convenient
features and banking channels to transact
through.
Senior citizen services: convenience with
benefits
Fixed Deposits : Safety, Flexibility, Liquidity
and Returns

Recurring Deposits: Affordability and higher earnings.

Roaming Current: access your accounts at over 500 networked

branches across the country.

Loans: Home Loans. Personal Loans. Car Loans, two Wheeler

Loans, Commercial Vehicle Loans. Loans against Securities,
educational loans etc

Investments: ICICI Bank Tax Saving ,Foreign Exchange Services,

Senior Citizens Savings Scheme, 2004.

Cards: Credit card, ATM card, travelers card

Demat services

Online money transfer

Mobile banking

7 Ps of ICICI Bank

1.
2.
3.
4.

2. Pricing
Pricing Decisions related to interest, fee or
commission.
RBI and IBA
Raising Number of Customers
2 Fold Strategies

7 Ps of ICICI Bank

1.
2.
3.

3. Place
Services are sold through branches
Making Promised Services available to the ultimate
users.
3800 branches and 11162 ATMs in India

7 Ps of ICICI Bank

4. Promotion

1.

Advertising - Television, radio, movies, theatres

2.

Print Media- Hoardings, newspaper, magazines

3.

Publicity- Road shows, campus visits, sandwich man, Sponsorship

4.

Sales Promotion- Gifts, discount and commission, incentives, etc.

5.

Personal Selling- Cross-sale (selling at competitors place),

personalized service

6.

Telemarketing- ICICI one source Call center (mind space

7.

Social Media and Website

7 Ps of ICICI Bank

5. Process

1.

Standardization- ICICI bank has got standardized procedures

got typical transactions

2.

Customization- Specialty counters at each branch to deal

with customers of a particular scheme

3.

Simplicity- Separate counters exist with clear indication

4.

Customer Involvement- Money matters and signature

7 Ps of ICICI Bank

6. Physical Evidence

1.

Signage

2.

Financial Reports- The Companys financial reports are issued to the

customers to emphasis or credibility

3.

Tangibles- Pens, Writing Pads to the internal customers. Passbook and

Cheque books to the customers.

4.

Punch lines- Hum Hai Naa

5.

Employees Dress Code- ICICI bank follows a dress code for their
internal customers

7 Ps of ICICI Bank

1.

7. People
All people directly or indirectly involved in the
consumption of banking services.

2.

Workers, Employees, Management and other

Consumers

3.

Employees of a Bank represents the organization to

its customers.

4.

Internal Marketing

Banking marketing and Social

Media
Ways in which banks are using social media for the purpose of total marketing:

Community Building Telling the services offered by them through their

websites and net banking. Live chat and free online account facilities.

Product Research When launching a new service, getting to know the

customer needs through online surveys and social media accounts.

Customer Service Better feedback mechanisms and complaint handling

Advertising & Promotion facebook, twitter etc. , Cashback offers on

flipkart.

Transparency

Conclusion

Banking is extremely competitive industry in which customer is everything

Range of services increased

The relative similarity of products offered by different banks has led to

increased emphasis on quality and customer satisfaction.

Bank ATMs not only offer 24-hour banking services but may also dispense tickets,
stamps, and abbreviated bank statements.

To survive in the market, bank must follow bank marketing approach and
should have:

Innovative marketing practices (Go green initiative by SBI)

Whole hearted commitment to customer orientation by all employees 50% to 170

% return on investments only by handling customer complaints.

Bank marketing helps in achieving the organisational objections commercial(profit) & social objectives(development role-rural areas) of the
banks.

Hence, Bank marketing has become necessity for banks.

THANK YOU