The bank has introduced a new customer-centric business model and undertaken amendment on its organizational structure in order to provide effective service based on customer segment and demand. Its vision is amended as ‘’to become a world-class commercial bank financially driving Ethiopia’s future’’ and it is working to provide banking services tailored to the needs of its esteemed customers. The wholesale banking division, as one of the customers facing unit, is established to address banking needs of all individual and non-individual businesses, public and institutional customers. The new business model creates an opportunity to offer enhanced customer value proposition based on customer segmentation which in turn requires customized and differentiated product and services. Thus, the bank has designed micro business saving and credit products will be availed through the bank’s credit operation process and mobile banking/Mobile Money solutions to deliver customer tailored products and services for underserved and un-served segment of the society. These segments of the society can create/provide multiple opportunities of the bank like improve customer base and wallet share of the bank, enhance financial inclusion and avail equal financial service for the society which ultimately build intact reputation in the heart of the societies, contribute the development of the country at large and enable to create a competitive advantage on MSL and digital financial technology area. As therefore, the bank has designed appropriate micro business segment with proper CVP that can increase customer experience through provision of alternative products and customized pricing. Digital platform, mobile banking/money, will be the outreach channel to sell micro saving and credit products. On top of that, appropriate outreach strategies will be in placed to serve the disadvantaged units of the micro business segment. Setting a planned customer acquisition strategy and manipulating a structured capacity building program for the target customers would be essential to identify challenges, gaps, and opportunities for financial inclusion and cooperation. Investing in a customer acquisition strategy is critical for a business to attract the right leads to our bank and increase chances of retaining them for the long term. One of the strategic approach to promote our products and service is delivering capacity building and creating awareness for target group of the segment. This approach is expected and believed to recruit potential customer with effective and efficient way which result in expand customer base and generate resource from untapped niche market. Thus, it imperative to prepare capacity building and customer acquisition proposal to show the way how the bank will manage and handle the capacity building training, to plan the appropriate time and required resources to provide the training, to show concrete evidence and fact on the area of micro business for concer

1. Pradeep (26)
Salil (27)
Rajnish (28)
Rishabh (29)
Rishika (30)
Sachin (32)

3.  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.

4.  Institutions which deals in money and credit.
 An intermediary, which handles other
people’s 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.

5. • Central Bank: The Reserve Bank of India is the central
Bank that is fully owned by the Government
• Public Sector Banks: State Bank Group, Regional
rural banks
• Private Sector Banks: Foreign Banks, Scheduled and
Non- Scheduled Banks
• Co-operative Sector: State Co-operative Banks, Central
Co-operative Banks, Primary Agriculture Credit Societies
• Development Banks/Financial Institutions:
IDBI, ICICI, NABARD

6.  Issue of banknotes (promissory notes issued by a
banker and payable to bearer on demand)
 Processing of payments by way of telegraphic
transfer, EFTPOS, internet banking or other means
 Issuing bank drafts and bank cheques
 Accepting money on term deposit
 Lending money by way of overdraft, installment
loan or otherwise

7.  Providing documentary and standby letters of credit (trade
finance), guarantees, performance bonds, securities
underwriting commitments and other forms of off-balance
sheet exposures
 Safekeeping of documents and other items in safe deposit
boxes
 Currency exchange
 Acting as a 'financial supermarket' for the sale, distribution
or brokerage, with or without advice, of insurance, unit trusts
and similar financial products

8.  Issue of money, in the form of banknotes and
current accounts subject to cheque or
payment at the customer's order.
 Netting and settlement of payments.
 Credit intermediation
 Credit quality improvement
 Maturity transformation

9. “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.”

10.  The existence of the bank has little value
without the existence of the customer.
 Aim is not only to create and win more and
more customer but also to retain them
through effective customer service.
 Appropriate promise to a customer through a
range of services (products) and also to
ensure effective delivery through satisfaction
is important.

11.  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.

12.  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

13. • How the seller’s determines which buyer’s
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

14.  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.

15.  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

16.  Services Sector
 Household Sector
1. Marginal
2. Low Income
3. Middle Income
4. High Income

17.  MarketTargeting in which each segment’s
attractiveness is measured and a target
segment is chosen based on its
attractiveness.
 Positioning which is the act of establishing a
viable competitive position of the firm and its
offer in the target segment chosen.

18. Traditional
external
marketing
Internal
marketing
Interactive
marketing

19.  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.

20. 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.

21.  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 co-relation between them.

22. Develop
marketing
strategy
Make
marketing
mix
decisions
Estimate
the
demand
curve.
Calculate
cost

23.  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.

24.  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.

25.  Advertising
 Publicity
 Sales Promotion
 Personal Selling
 Push and Pull Strategies

26.  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

27.  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)

28.  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.

29.  It includes signage, reports, punch lines, other
tangibles, employee’s dress code etc.
 The company’s 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.

30.  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

31.  Recommendation of Talwar’s 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 customer’s day at branches and
administrative offices.
 Provision of complaint-cum-suggestion box in
every branch.

32.  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.

33.  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

34. R:Retail Business for Rural Community As
(Consumer & Producer)
U: Urban facilities, Investment, Infrastructure
R: Animal Husbandry & AlliedActivities
A: Agri Production(Field Crops, Plantation)
L: Linkages & Synergy

35.  Horticulture, Plantation,Vegetable
growing, Floriculture, aromatic and medicinal
plants, Bio-diesel plants etc. for high
investmentOpportunities
 Post Harvest and Food Processing
 Seed Multiplication & Processing
 Dairy Farming, Sericulture, Aqua-Culture &
Others.
 Irrigation Projects &Wasteland
Developments.
 RuralTourism & Other emerging areas.

37.  Industrial Credit and Investment
corporation of India bank - largest private
sector bank in market capitalization
 Second largest overall in terms of assets.
 largest issuer of credit cards in India

38.  Product :
Saving account: offers a power packed
SavingsAccount 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

39.  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, CommercialVehicle Loans. Loans against
Securities, educational loans etc
 Investments: ICICI BankTax Saving ,Foreign Exchange
Services, Senior Citizens Savings Scheme, 2004.
 Cards: Credit card, ATM card, travelers card
 Demat services
 Online money transfer
 Mobile banking

40.  Pricing
1. Pricing Decisions related to interest, fee or
commission.
2. RBI and IBA
3. Raising Number of Customers
4. 2 Fold Strategies

41.  Place
1. Services are sold through branches
2. Making Promised Services available to the
ultimate users.
3. Branches OF ICICI:
1900 in India and 33 in Mumbai.

42.  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 sourceCall center (mind space)

43.  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

44.  Physical Evidence
1. Signage
2. Financial Reports-The Company’s 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. Employee’s Dress Code- ICICI bank follows a dress code for their
internal customers

45.  People
1. 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

46. THANK YOU

47.  1 – 8 rajnish
 9 – 17 salil
 18- 25 pradeep
 26 – 32 rishabh
 33 -35 sachin
 36 – 46 rishika
.