The document discusses the 7 Ps of the marketing mix for services marketing using ICICI Bank in India as a case study. The 7 Ps include product, price, place, promotion, people, physical evidence, and process. For ICICI Bank, their products and services include banking, credit cards, demat services, mobile banking, and NRI services. Their pricing, locations of branches and ATMs, and types of promotional activities are also outlined. The document concludes that having strong presence across all 7 Ps is critical to the success of a service like ICICI Bank.

1. Presented by
BaBu Reddy.a
Sommanna.a

2.  Services marketing are that elusive concept which
stays incomplete without a thorough
understanding of 7 Ps.
 These form the critical success factors for any
service as evaluated by a possible customer.
 The following form the marketing mix for services
marketing, the first 4 P’s being the core and the
next 3 P’s being the extended marketing mix.

7.  6. DEMAT SERVICES
 Digitally signed transaction statement by e-mail.
 Corporate benefit tracking.
 e-Instruction facility – facility to transfer securities 24 hours a day,
7 days a week through Internet Interactive Voice Response (IVR)
at a lower cost.
 7. MOBILE BANKING
• ICICI Bank offers Mobile Banking facility to all its Bank, Credit
Card and Demit customers.
 8. NRI SERVICES
 ONLINE MONEY TRANSFER

8.  B.PRICING MIX
◦ The pricing decisions or the decisions related to interest and fee
or commission charged by banks are found instrumental in
motivating or influencing the target market.
◦ The RBI and the IBA are concerned with regulations.
◦ The banking organizations are required to frame two- fold
strategies.
◦ First, the strategy is concerned with interest and fee charged and
the second strategy is related to the interest paid.

9.  C.PLACE
◦ The 2 important decision making areas are: making available
the promised services to the ultimate users and selecting a
suitable place for bank branches.
◦ The number of branches OF ICICI: 1900 in India
 LOCATION OF BRANCH:
10-14-577,R.VTowers,
Near Central Park,
Tilak Road,
Tirupati-517501,
Andhra Pradesh,
India.
Phone: 0877-2259518.

10.  LOCATION OF ATMS
 RamBagicha-2, Temple Premises, Tirumala, TIRUPATI
Near: Lord Venkateswara Main Temple.
 ICICI Bank Atm, V V Mahal Rd, Nr Yamaha Showroom, Tirupati
 Netaji road
 Balaji colony
 D.PROMOTION MIX
◦ Advertising - Television, Radio, Movies.
◦ Print media - Hoardings, Newspaper,
Magazines.
◦ Publicity - Road Shows, Campus Visits,
Sandwich Man, Sponsorship.

13.  G.PHYSICAL EVIDENCE
 Internet/web pages
 Paperwork
 Brochures
 Furnishings
 Business cards
 The building itself
◦ FINANCIAL AND OTHER INDICATORS
 Signage
 Financial reports
 Tangibles
 Punch lines
 Employee dress code

14.  These says the importance of marketing mix in
service sector , lacking of any element makes the
service failure .
 The ICICI bank is on the way of success as it
have all the 7ps running together in one line.

15.  http://managementfunda.com/7ps-of-marketing mix-of-
icici-bank.
 http://www.youtube.com/watch?v=arr9jZJCY0k
ICICI bank vouchers.
 http://allmbastuff.blogspot.com/2009/11/7-ps-of-
service-industrybanking.html