The document discusses marketing in the banking sector. It covers key aspects like the marketing mix of product, price, place and promotion. It also discusses other Ps like process, physical evidence and people. Banks need to understand customer needs and develop strategies accordingly. Marketing helps banks attract more customers, increase sales and maintain competitiveness in today's environment. Effective marketing is essential for banks to survive and grow.

1. Marketing
in
Banking
Sector

2. BARTER SYSTEM
Barter is direct exchange of commodity
for commodity.
Disadvantages:
Lack of Double Coincidence of Wants.
Lack of Divisibility

3.  Money is anything that can serve as a medium
of exchange and has general
acceptability, measure of value and store of
value.
 Commodity Money
 Metallic Money
 Paper Money
 Bank or Credit Money

4. An institution
which receives
funds from the Control the
public and supply of
gives loans and Money and
advances to Credit.
those who
needs it.
The Banks can
With the Aim of
create Credit
making Profit,
i.e., Creation of
it is regarded as
Additional
a commercial
Money for
institution.
Lending.

5.  The First Bank in India, called „The General
Bank of India (1786)‟.
 The East India Company established „The
Bank of Bengal (1809)‟.
 The next bank was „Bank of Hindustan (1870)‟.
 Allahabad Bank (1865), was the first Bank,
completely run by Indians.
 Punjab National Bank Ltd. set up in 1894.
 „Reserve Bank of India‟ in April 1, 1935.

6. Capital Innovations
Formation
Finance for
Priority
Sectors.
Provision for
Medium and
Long term Monetization
Finance

8. Private Sector
Regional Rural
State/Central
Banks
Commercial Co-operative
Private
bank Banks
Non Banking
Finance Primary Credit
Public Sector
Companies Societies
(NBFCs)
Central Bank
(RBI) Foreign
Indian Financial
Institutions
Term Financial
Institutions
State Finance
Corporations
(SFCs)

9. RBI SEAL
RBI HEADQUARTERS
MUMBAI, MAHARASTRA

10. Headquarters Mumbai, Maharashtra
Established 1 April 1935
Governor Dr Duwuri Subbarao
Currency Indian rupee
Code INR
Reserves US$30,210 crore
(US$302.1 billion)
Website http://www.rbi.org.in
Base borrowing rate 8.00%

11. It is India's central banking institution
Controls the monetary policy of India
Bank of issue
Regulator and supervisor of the financial system
Issuer of currency
Banker of Banks
Detection Of Fake currency

12. “ 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.”

13. AIM- To create and win more and more customers
and to retain them through effective customer
service.
The existence of the bank has no value without the
existence of the customer.
Appropriate promise to a customer through a range
of services (products) and also to ensure effective
delivery through satisfaction is important.

14. 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.
Adapting to a changing environment in Market.

15. Bank which are not
Designed after facing acute
taking into account competition could Design new product
the STRENGTHS think of “Market range for their
and Development” by customers of various
WEAKNESSES of offering the existing segments.
the organization. services to new
customers.

16. Traditional
Internal Interactive
external
marketing marketing
marketing

17.  Consists of 4 P’s marketing mix
Promotion
Product
4 Price
P’s
Place

18. 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.
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.

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

20. 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.

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

22. Quality Human
resource can be a
point of
differentiation
Employees
should also be
treated as
internal
customers, and
sort of
marketing mix
should be
followed.
It involves the people(5th
P) of the bank i.e. the
employees.

23.  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 P) (6 th
*Physical evidence (7 th P)

24. Refers to the systems used to assist the organization in delivering the service.
Aids to the promotion of customer satisfaction
It involves:
1. Speeding delivery of services
2. Reducing the paper work
3. Standardization of procedures
4. Customization as per individual demand simplicity etc

25. Referral services
Direct mailing
Offering items having
your brand identity
Using the media
Getting celebrities to
endorse the product or
service.
Sponsoring events
Using permission-based
Marketing

27. Full Form :-
Industrial Credit Largest private
Second largest Largest issuer of
and Investment sector bank in
overall in terms credit cards in
Corporation of market
of assets. India.
India Bank capitalization .
(ICICI)

28. Product
Pricing
Place
Promotion
Process
Physical Evidence
People

29. Senior
citizen
services:
Demand Fixed
services Deposits :
Mobile
Loan
banking
Produ
ct
Roaming
Card
current
Investme Recurrin
nt g deposit
Saving
account:.

30. 1. Pricing Decisions related to interest, fee or
commission.
2. RBI and IBA
3. Raising Number of Customers

31. Services are sold through branches
Making Promised Services available to the ultimate
users.
Branches OF ICICI:
1900 in India and 33 in Mumbai.

32. Advertising - Television, radio, movies, theatres
Print Media- Hoardings, newspaper, magazines
Publicity- Road shows, campus visits, Sponsorship
Sales Promotion- Gifts, discount and commission, incentives, etc.
Telemarketing- ICICI one source Call center (Mind Space)

33. Standardization- ICICI bank has got standardized
procedures to get typical transactions.
Customization- Specialty counters at each branch to
deal with customers of a particular scheme.
Simplicity- Separate counters exist with clear
indication.
Customer Involvement- Money matters and
signature.

34. All people directly or indirectly involved in the
consumption of banking services.
Workers, Employees, Management and other
Consumers
Employees of a Bank represents the organization to
its customers.
Internal Marketing

35. Financial Reports- The Company’s financial reports are
issued to the customers to emphasis or credibility
Tangibles- Pens, Writing Pads to the internal customers.
Passbook and Cheque books to the customers.
Punch lines- “Hum Hai Naa”
Employee‟s Dress Code- ICICI bank follows a dress
code for their internal customers

36.  Various Banks and Financial Institutions are
present today in the market squeezing the Market
competition in Banking Sector.
 This is the biggest threat for Banks.
 Hence to survive in the market, Banks must have:-
1. Strong Marketing Team Support
2. Innovative Marketing Practices
 Hence, Bank Marketing has become the necessity
in today‟s World.

37. Bhoomika Sahu
Aditya Patel
Shreya Shah
Anurag Sinha
Surabhi Dashasahastra
Robin Agrawal
Prateek Aloni