1. INTRODUCTION TO BANKING SERVICES
• A bank is a financial
institution and a financial
accepts deposits and channels
into lending activities, either
directly by loaning or indirectly
through capital markets.
• Here, the people having amount
in surplus lend it to those who
are in need of it via an
intermediary called bank..
Past scenario of the banking sector
• Banking system basically started with the Barter system.
• Later banks were introduced with a view to carry out safe
transactions and avoid any malfunction.
• The first bank in the world was Monte Dei Paschi di Siena.
This Italian bank, with headquarters in Siena, Tuscany,
was founded in the year 1472 and is regarded as the
oldest bank in the world.
• The first bank in India were Bank of Hindustan (1770-
1829) and The General Bank of India, established in 1786
and since defunct.
Present & future Scenario of the banking
• Banks will expand In overseas market.
• Competition set to intensify.
• Passage of 'Banking Laws (Amendment) Bill' aimed
at attracting more foreign investments.
• Increase in the usage of electronic and net banking.
• There is a tendency to discourage customers from
visiting branches since it adds to the cost of the bank
and is also inconvenient for customers.
1. INTRODUCTION TO SBI
• State Bank of India (SBI) is a
multinational banking and financial
services company based in India.
• It is a government-owned
corporation with its headquarters
in Mumbai, Maharashtra.
• As of December 2012,
- It has15,003 branches across
- and Including 157 foreign offices,
• It the largest banking and financial
services company in India by assets
Branches of SBI
State Bank of India has 172 foreign offices in
37 countries across the globe.
SBI has about 25,000 ATMs,
SBI has 21,500 branches, including branches
that belong to its associate banks.
SBI includes 99,345 offices in India.
Services Offered by SBI
• Online sbi is an alternative channel for our customers and provides
most of the services available at SBI branches.
• Fund transfers,
• Third party payments,
• Bill payments,
• Opening bank accounts,
• Closure of loan account,
• Loan part payments,
• Issue of demand draft,
• ATM Services,
• Mobile Services
• Viewing account
• Request for cheque
• Creating standing
Past Scenario of SBI:
- On 1st July State Bank of India was
constituted under the State Bank of India
Act 1955, for the purpose of taking over
the undertaking and business of the
Imperial Bank of India.
- The Imperial Bank of India was founded in
1921 under the Imperial Bank of India Act
- The Bank transacts general banking
business of every description including,
foreign exchange, merchant banking and
Present Scenario of SBI
• Due to the process of liberalization ,Globalization,
Privatization and reform of the financial sector, banking
sector has undergone major transformation.
• Banks are extremely useful and indispensable in the
• The banks create the purchasing power
• The banks have played substantial role in the growth of
• Use of information Technology and Internet. (SBI has
appointed TCS as a partner for technology upgradation)
Future Scenario of SBI
• SBI General's current geographical coverage
extends to 38 cities pan India and plans are on
to extend this reach to another 20-25 cities
before the end of the current financial year.
3. Marketing Mix of SBI:
a) STP Analysis
b) 7 P’s
1. Identification of customers’ needs and market
2. Develop profiles of resulting market segments
IDENTIFICATION OF TARGET MARKETS
3. Evaluation of attractivity of each segment.
4. Selection of target segments.
5. Identification of differential advantages in each
6. Development and selection of positioning concepts.
Segmentation at SBI
Rural, Urban, Metropolitan.
Occupation: Salaried, Self-
Usage: Frequency, Value
added services, allied services.
Trusted bank image, new
Targeting at SBI
• “A target market is a group of
customers that the business has
decided to aim
its marketing efforts and
ultimately its goods towards.”
• The companies while selecting
segments for their services they
select it on the basis of target
Positioning at SBI.. Contd..
• It is the peoples most
• High accessibility with
10,000 branches and
extension of hours of work.
• Relevance to young
customers with value added
services like Net Banking,
Positioning at SBI
• SBI comes among top 50
banks in the world.
• It is the most trusted Bank
amongst the people.
• State Bank of India (SBI) is
the largest nationalized
commercial bank in India in
terms of assets, number of
branches, deposits, profits
Product at SBI
• Core product:
The basic services in banking form a basic product
Eg: Accepting deposits, granting loans
• Formal product:
It is the set of attributes and conditions expected by the
customers when they purchase the product
Eg: Insurance facilities, locker facilities, ATM’s
• Augmented product:
It is the additional feature that banks provide which exceeds
the customer’s expectations
Eg: Discounts, Good waiting rooms
• Potential product:
It includes Innovations and product differentiation. Banks
alters its services according to the requirement of the
Eg: Mobile and internet banking, new schemes tailored for
Product at SBI
PRODUCTS OFFERED BY SBI
• Personal Banking NRI Banking
• Current Accounts Corporate Banking
• Term Deposits Small Scale
• Reinvestment Plan Small Business Finance
• Public Provident Fund Agriculture Finance
• Scheme Housing Government Business
• Loans Car Loans
• Education Loans
• Consumer Durables Loans
• Personal Loans
• Loans against Shares & Debentures
• Gold Loans
Price at SBI
• Interest rates charged
• Transaction charged
• Value pricing
• Going rate pricing
• Mark up pricing
• Charges for cheque books
• Commmission charges
Place at SBI
Important factors affecting
the determination of the
location of bank are:
• The trade area
• Population characteristics
• Commercial structure
• Industrial structure
Promotion at SBI
• Public relations
• Personal selling
• Word of mouth
• Tele marketing
Physical evidence at SBI
It refers to the overall layout of the place i.e.
how the entire bank is designed. Physical
evidence refers to all those factors that
makes process much easier and smoother.
Eg: In banks the physical evidence would be
the placement of customer service
executive’s desk or the location of the
place for deposting cheques.
Process at SBI
• Process constitutes the overall procedure
involved in using the services offered by the
• The process should be customer friendly
• If the overall process is too complicated than
the customer may not be inclined to use such
People at SBI
• SBI has provided
employment to 222,933
people all over the world.
• SBI has turned into the
in India among listed
companies after Coal India
Limited(383,347) and Tata
4. Service Process
“Ultimately, only one thing ”really matters in service
encounters- the customer’s perceptions of what
- (Richard B Chase and Sriram Dasu)
WHAT IS A SERVICE BLUEPRINT?
• It defines the architecture of services
describing the method and sequence of how
service operation system work and how they
link together to create a good service
experience in the customers.
• Badly designed process often leads in poor-
quality, slow, and frustrating service delivery
and annoys the customers.
• Thus, Badly designed processes can ultimately
lead to service failure.
The service blueprint includes:
• Customer Actions:
The steps that customers take as part of the service delivery
• Frontstage (Visible Contact Employee) Actions:
This element is separated from the customer actions by a
‘line of interaction’. These actions are face-to-face actions
between employees and customers.
• Backstage (Invisible Contact Employee) Actions:
The ‘line of visibility’ separates the onstage from the
Backstage actions. Everything that appears above the line of
visibility can be seen by the customers, while everything
under the line of visibility is invisible for the customers. A
very good example of an action in this element, is a
telephone call; this is an action between an employee and a
customer, but they don’t see each other.
• Support Processes:
The ‘internal line of interaction’ separates the contact
employees from the support processes. These are all the
activities carried out by individuals and units within the
company who are not contact employees. These activities
need to happen in order for the service to be delivered.
• Physical Evidence:
For each customer action, and every moment of truth, the
physical evidence that customers come in contact with is
described at the very top of the service blueprint. These are
all the tangibles that customers are exposed to that can
influence their quality perceptions.
The service blueprint includes: …(contd.)
BROCHURE Website phone calls, e-mails
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