This document discusses ICICI Bank, one of India's largest private sector banks. It provides an overview of the bank's profits, assets, employees and target customer demographics. It also discusses the key aspects of marketing for ICICI Bank including functional value, self-image, advertising, availability, distribution and service. The document compares ICICI Bank's branch and ATM network size to that of HDFC Bank as of July 2007.

1. Chaitanya Bansal
By:
Jagjyot Singh Chadha
Shaswati Sen
Poulomi Sen

2. FMCS

3. Introduction
 ICICI (Industrial credit investment corporation of
India) was formed in 1955 at the initiative of the
World Bank, the government of India and
representatives of Indian industry. ICICI bank was
originally promoted in 1994 by ICICI limited, an
Indian financial institution and was its wholly
owned subsidiary.
 Profits: USD 715 mln (prev. USD 569 mn)
 Assets: USD 79 bn (prev. USD 56.3 bn)
 Employees: over 33,000 (prev. 25,384)

4. The Essence of Marketing
Functional product
value price
Self image Advertising
availability Distribution
Service Service
Guarantee
Risk averseness

5.  Target market
Geographic: Most of the customers belong to
Section (A) cities and urban areas of (B) cities.
Demographic: Their target customers are mostly
of Fullnest(I), Fullnest(II), and DINK.
Psychographic: their services are generally target
towards
FULLFILLERS (principle oriented)
 mature/satisfied/comfortable/reflective
 Favour functionality /durability/value in products.
EXPERIENCERS: (action oriented):
 Young/enthusiastic/impulsive/rebellious.
Techno savvy:
High Techno Savvy and Medium techno savvy.

6. This what the customers wants

7. Functional Want
Quick and 24 hrs service.
Wide spread ATMs.
Quick money transfer.
Easy availability of loan.

8. Product
ICICI Bank offers a wide range of
banking products and financial
services to corporate and retail
customers through a variety of delivery
channels and through its specialized
subsidiaries and affiliates in the areas
of investment banking, life and non-
life insurance, venture capital and asset
management.

9. Value
 Value = Quality/Price
 Customer seeks high CDV from the banks in the form of
efficient and superior services. They seek speed transfer,
instant transfer of funds, quick remittance of card, direct
credits, quick issue of credit/debit cards and also sometimes the
e-transfer facility and core banking.
 The widespread availability of ATMs at the core locations of
the city also act as an advantage.
 ICICI banks carters to these demands of the customers by
providing them the following :-
Multiple payment/ delivery options.
 ICICI Bank recognize the need for customer to have money
while shopping so it banked on the opportunity and introduced
the Debit Cards of which now it is the market leader.


11. Self Image
 Time Conscious.
 Stylish.
 Status oriented.
 Ambitious.
 Dreamers(who want to achieve everything in
short time).

12. Advertisement
 ICICI has spent Rs 185 crore in 2006/07 on
advertising and even roped in Amitabh Bachchan
as brand ambassador and latest being Shahrukh
Khan to come close to its customers.
 The Cheques presented to winners in the first 2
versions of the famous game show - Kaun Banega
crorepati were ICICI Bank cheques.
Coupons system at bank counters, mobile alerts,
better customer service build up differential
advantage for ICICI bank.

13. Availiability
Wide spread ATMs
More no. of Branches across
many cities.

14. Distribution
HDFC BANK
July 2007 ICICI BANK
Branches 950 583(667)
ATMs 3600 1471(2681)
263
Cities 371(2006)
2.75
Credit 5.1(2006)
Cards(Mn)
6.4(13.7)
Retail 24
customers(
Mn)

15. Service

16. Thank you