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Icici final presentation

Icici final presentation



ICICI , Marketing

ICICI , Marketing



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  • Positioning is the art of designing company’s brand so that it occupies a meaningful position in the target consumer’s mind.
  • Following are the features of the following characteristics: 1. Stars  which imply high growth, high market share 2. Cash Cows  which imply low growth, high market share 3. Dogs  which imply low growth, low market share 4. Question Marks  which imply high growth, low market share

Icici final presentation Icici final presentation Presentation Transcript

  • ICICI Journey 1955 to 2004
  • Current Status of ICICI
  • Gamut of Products In ICICI Basket:
  • Some Products……
  • ICICI Subsidiaries
    • 17 subsidiaries as on March 31,2009
  • Segment Wise Result FY: 2008-09
  • 1.ICICI Prudential Life Insurance:
    • ICICI Prudential Life Insurance Company is a 74%:26% JV between ICICI & Prudential plc.
    • Began operation in Dec-2000. Today has 2,074 branches and over 225,000 advisors.
    • ICICI Prudential has an advisor base across the length and breadth of the country, and also partners with leading banks, corporate agents and brokers to distribute it’s products
    • Offers a range of product for every stage of customer life stage- Child plans, Insurance solutions to individuals, savings & wealth creation, Retirement Solutions, Group Insurance solutions.
    • Tagline- “We cover you at every step in life”.
    • 5. ICICI Prudential has maintained its dominant position among life insurers for the past 8 years.
  • 2.ICICI Lombard General Insurance:
    • ICICI Lombard General Insurance Company Limited is a 74:26 joint venture between ICICI & Fairfax Financial Holdings Limited
    • Received regulatory approvals to commence general insurance business in August 2001.
    • Comprehensive product line:
    • a. Business Solutions- Machinery, Boiler, Inland transit insurance etc.
    • b. Project Solutions- Erection risk, performance guarantee, contractor’s plant & machinery.
    • c. Rural Solutions- Tractor, weather insurance.
    • d. Travel Insurance- Domestic travel, Overseas travel.
    • E. Motor Insurance- 2 & 4 wheeler.
    • All these policies can be brought online- “Go green buy Online”.
    • “ We keep you going”
    • ICICI Home Finance Company Limited was incorporated on May 28, 1999.
    • ICICI Home Loans are at present available to customers in 150 cities/towns across the country.
    • Company also offers loans for commercial property and loans against existing property. The loans are offered for tenors up to 30 years.
    • “ Khusiyon ka Grihapravesh”
    3. ICICI Home Finance Company Limited:
  • Positioning of the Key Brands
  • Positioning Parameters
  • Brand Positioning Strategies
    • ICICI Lombard:
    • 1) Very Simple Strategy by tapping the rural market against the urban market.
    • 2) Tie ups with various dairy companies and banks.
    • ICICI Prudential:
    • 1) Launching of new policies which guaranteed income at very low risks.
    • 2) Continuation of life insurance policies which offered insurance also in the scenario where there was break in the premium.
    • 3) Feel good factor for the strata of the people nearing retirement.
  • Brand Positioning Strategies
    • ICICI Home Loan:
    • 1) Higher income savings for people holding high cost loans.
    • 2) Transferring of normal loans to the ICICI home loan.
    • 3) Prepayment on the old loan and processing fee on new loan.
    • 4) Free door to door service.
  • Boston Consultancy Group Matrix
  • Competitors and the differentiation of each Brand based on positioning:  
  • ICICI Prudential – An External approach in differentiating on positioning
  • ICICI Lombard – An Internal approach in differentiating on positioning Sustain margins without losing customers ??? ICICI Lombard to automate its key spend processes in a single integrated manner Focused on complex categories of services and marketing promotion.   Explosive growth of the BFSI segment Demanding Customer ? ICICI Lombard decided to adopt an e-procurement solution. ARIBA
  • A Broad approach for ICICI Home Finance
  • A Broad approach for ICICI Home Finance So many Banks all have similar offerings , whom do I go for ?????? How they want? What they want? When they want? R&D in understanding their customers, Flow of Processes ..like paper work and legal documentss  Speeeed !!!! Be QUICK GUYS Capturing the mind of the customer ..
  • Key Marketing communication & its evolution:
    • Marketing Communication ?
    • Some marketing communications done by ICICI
    • * Electronic Media
    • * Print Media
    • * Direct marketing
    • * Co-Branding Exercise
    • * Outdoor marketing activities
    • * Media Relations.
    • * Investor Relation campaigns
    • * Promotion material at channel partner outlet
  • Major Marketing Communications.. Result ?
  • Hum hai na..
  • Rural Marketing Initiatives
    • ICICI & n-Logue
    • Kamdhenu Cattle Loan campaign
    • Talkies on the move campaign
    • Awards
    • Awarded ‘Best Rural Marketing Initiative’ by Rural
    • marketing association of India in January 2009.
    • Two awards at the WOW event and Experiential
    • marketing awards in March 2009.
  • Vishwas hi sab kuch hai
    • Purpose ?
    • Exposure in Agriculture Sector in 2008-2009 = Rs. 25,000 crores.
    • Expected exposure in Agriculture Sector by 2015 = Rs. 1,00,000 crores.
    FUTURE PLANS OF ICICI BANK 2. Risk Management and Basel II Norms 3. Focus on CSR initiatives: During 2008 floods in Bihar ICICI carried out a massive fundraising drive. Working on similar lines. 4. Overseas Expansion. 5. Opening up of Low Cost ATMs with basic functions across villages. 6. Rebuilding their image, Building Trust
  • Research by Innovation Forum “Banks and Future”
  • Life –Assistant-banking at showcase Scenario High tech banking Community banking at showcase Structure of the trend survey “Bank & Future”
  • RECOMMENDATIONS AND DIFFERENTIATING FROM OTHERS 1.Improving its Customer Care. 2.Introduction of Smart Cards. 3.Reduction of Penalty fees and Special service fees 4.Complete separation of other businesses like mutual funds, insurances etc. 5.Widening Loan Portfolio. 6. Reverse Mortgage. 7.Place and Time Mobility. 8.One stop shop for all financial needs. 9. Reducing Response time.