The document provides information about State Bank of India (SBI), the largest bank in India. It discusses SBI's history, products, services, competitors, SWOT analysis, segmentation, targeting, and positioning. Specifically, it notes that SBI was nationalized in 1955 and currently has over 60,000 branches, making it the largest bank in India in terms of assets, branches, deposits, and profits. It provides details on SBI's various banking products and services, as well as an analysis of its strengths, weaknesses, opportunities, and threats. The document also describes how SBI segments and targets different customer groups based on geography, age, income, and occupation.

1. Submitted By:
Submitted To:
Gourav Goyal Mrs.
Mansi Arora
Nilanjan Nandi

2. State Bank of India
Largest nationalized commercial bank in India
In terms of assets
number of branches
Deposits
profits
workforce
Headquarters in Mumbai, India.

3. HISTORY OF SBI
Bank nationalized in 1955.
By early 1990s accounted for 90% of
country’s banking business.
By 1992 had over 60,000 branch
offices.
It was founded in 1 July 1955.
It has 14 head offices across India.
It has 150 overseas branches.
Old name is Imperial Bank Of India.

4. Established In 1806 at Calcutta as
Bank Of Calcutta.
Over 8,500 ATM’s
Listed in B.S.E & N.S.E.
Later Renamed as ‘Bank Of Bengal’
Later Bank Of Madras, Bank Of
Bombay & Bank Of Bengal were merged
to form ‘Imperial Bank Of India’ (1921).

5. Investment
banking
Credit Commercial
Cards Banking
Retail
Mortgages PRODUCTS
Banking
Pensions Private
Banking
Asset
Management

6. Services of S.B.I.
Personal Banking
Agricultural/Rural Banking
NRI services
S.M.E.
Government Business
E-Tax Services
Life insurance
Loan

7. COMPETITORS

8. SWOT
ANALYSIS

9. STRENGTH WEAKNESS
• Brand Name • Hierarchical
• Wide Distribution management structure
Network • Highest non performing
• Market Leader assets (NPAs)
• Diversified Portfolio
• Low Transition Cost
• Highest market
Capitalization & Profits

10. OPPORTUNITIES THREATS
• Financial Inclusion • Advent of MNC banks
• Rural India • Changing interest rates
• Merger of associate and the changing
banks with SBI policies of RBI
• Global expansion • Competition in the retail
• Micro Finance segment
• Branch Expansion • Private banks in the rural
and semi-urban sector
• Strong economic growth
• Change in government
• Corporate demand for
policies
credit

11. Segmentation

12. Segmentation of S.B.I.
Geographic - Tier-I, Tier –II, Tier-III,
Rural & Semi –urban Branches.
Age - 10-26,27-40,41-59, 60 & above
Income - Marginal, Low, Middle, High
Occupation - Unskilled Workers,
Skilled workers, Shop Owners,
Businessmen.

13. Geographic Segmentation
Tier-I – Mortgage, Auto loan, Education Loan, Investment
& Insurance
Tier –II-Housing Loan, 2 wheeler Loan, Gold Loan, Credit
Card, Mutual Funds.
Tier-III- Loan Against Property, Fixed Deposits, Insurance.
Rural & Semi –urban Branches- Agriculture Loans, Motor
Loans, Etc.

14. Age Group
Stage Financial Banking Needs
Situation
10-26 Few financial Low cost
burden, recreation checking, auto
oriented loan, credit card
27-40 Home purchasing Mortgage, credit
peak, liquid assets card, revolving
low credit line, bill
consolidation loan
41-59 Good financial Home
position improvement
loan, investment
services
60 & above Significantly Monthly income
reduced income checks on CDs

15. Income
Low- Fixed Deposits, Personal Loans, Agriculture
Loans
Middle- Mutual Funds, Home Loan, Consumer
Durable Loans, Education Loans,
High- Offers car loan, Credit card Services, Home
improvement loans, Insurance.

16. Occupation
Unskilled Workers- Insurance Policies, Saving account,
Investment Schemes.
Skilled workers- Loan for home, education, Consumer durables,
Car Loans,
Shop Owners- Cash Credits, Insurance, Loan against bonds.
Businessmen- Medium Term Loans, Loan against property , loan
against gold.

17. TARGETING

18. Meaning of Targeting
A target market is a group of customers that the business
has decided to aim its marketing efforts and ultimately its
merchandise .
Process of Targeting
Defining the abilities of the company and resources needed
to enter a market.
Analyzing competitors on their resources and skills.
Considering the company’s abilities compared to the
competitor’s abilities.
Deciding on the actual target markets.

19. Target
Markets
Two Types:
Current users
Proposed users
Rural population
Markets of tier II and tier
III cities with MFs
Working Class(High Net
Individuals)
Increasing Middle Class

20. SBI communication Objectives can be:
Increasing AWARENESS and KNOWLEDGE about the new
and existing products.
To grab ATTENTION of consumers.
To Enhance purchase actions.
REINFORCEMENT
Increase in Market Share
and sales.

21. Positioning

22. Meaning of Positioning
An important step before developing the
marketing mix is deciding on how to create
an identity or image of the product in the
mind of the customer.
Process of Positioning
Identifies the differential advantages in each segment.
Decides on a different positioning concept for each of these
segments.

23. Positioning of S.B.I.

24. THANK YOU