ICICI Bank uses a multi-pronged marketing strategy to target various customer segments. It focuses on target marketing, distribution management, relationship building, product innovation for rural customers, and promotions. ICICI Bank aims to acquire customers through needs-based product development, competitive pricing, and converting potential clients. It promotes its brands and products through various channels including television, newspapers, billboards, and digital platforms.

1. MARKETING STRATEGY OF ICICI BANK
SUBMITTED BY – RISHAV SARKAR

2. MARKETING STRATEGY
An organization’s strategy that combines all of its marketing goals
into one plan.
It helps in defining business goals and developing activities to
achieve them.
It is a tool for making the customers and consumers aware of the
products and services.
Helps in increase of sales of products or availing of services.

3. ICICI BANK: (INDUSTRIAL CREDIT AND INVESTMENT CORPORATION
OF INDIA)
Industry- Banking and financial services.
Year of establishment-1954
Second largest bank in terms of assets and market capitalization.
Has a network of 3,539 branches and 11,162 ATM’s (approx.)
Key people- K.V. Kamath (Chairman)
Chanda Kochar (CEO)

4. FIRSTS IN THE INDUSTRY
Introduced concept of branding in the Indian banking industry.
Product innovation- Put the ‘customers first’ in the true sense.
Cashed on celebrity fever- brought in huge stars like Amitabh Bacchan
and Shahrukh Khan as brand
ambassadors.
Introduction of DSA’s (direct selling agents) and DST’s (direct selling
teams)
Introduced the concept of internet banking and e-mail marketing.

5. COMPETITORS
State Bank Of India
HDFC Bank
Axis Bank
Kotak Mahindra

6. PRODUCT PORTFOLIO

7. MARKETING STRATEGY OF ICICI
Focus areas of marketing-
 Target marketing and customer acquisition.
 Distribution strategy and management.
 Relationship management and database marketing.
 Product development for rural areas.
 Innovations.
 Product promotions.

8. TARGETING
Basis for segmentation-
 Occupation
Identification of different products for different occupational segments.
 Income
Minimum balance serves as income segment barrier.
 Geographical
Concentration on tier 1 and tier 2 cities and also extending reach to rural areas.
 Age
Products like student account, young star account.

9. TARGETING
Differentiated marketing strategies.
Tailoring its marketing campaigns to meet the need of its target
prospects.
Creating differentiated products for different segments.
Use of technology in tracking different customer segment.

10. TARGETING

11. CUSTOMER ACQUISITION
Identifying customer needs-
Product development department- constantly studying market
and analyzing competitive landscape.
Collecting information and data in a central information system
warehouse.
Adapting international practices to the local context.

12. CUSTOMER ACQUISITION
 Creating concepts-
 Cross selling.(selling of complimentary products)
 Selling gold.
 Co-branding. (alliance with different companies for credit cards)
 Loans on credit cards.
 Balance transfer.(choice to transfer the outstanding balance of the loans for better terms
and conditons)
 Cash back (getting some transactions done through debit card and retrieving some
amount as cash back policy)
 Tab Banking.

13. CUSTOMER ACQUISITION
Pricing-
 Penetrative pricing aimed at achieving larger market share.
 Philosophy of profit through volume.
 Effort to drive out competition.
.

14. CUSTOMER ACQUISITION
Converting potential into actual customers

15. DISTRIBUTION STRATEGY
Cross selling of products as a major area of focus.
Creation of concept of DSA (direct selling agent)
Creation of concept of DST (direct selling team)
Effort on the part of the bank to reach the customer
rather than waiting for the customer.
Use of internet, mobile, ATM’s and other
technological device to reach and serve the
customer needs.

16. RELATIONSHIP MANAGEMENT-
 Purpose- to deliver communication that is uniform in its message and yet customized
for specific target audiences.
 Media relations
- press conferences
- press releases
- 1-1 interviews
 Investor relations
 Analyst relations
 Government relations

17. PRODUCT DEVELOPMENT FOR RURAL AREAS-
Operation of biometric authentication (fingerprint technology).
Battery operated ATM’s (so that the services doesn’t get affected
by current failures which are frequent in rural areas)
Cash agent model via internet kiosks (where there is unavailability
of branches or ATM’s)

18. INNOVATIONS
 Doorstep policy- a convenient way of banking where agents come and pick up cash
and cheques or deliver cash and cheques from your doorstep.
 Pockets by ICICI bank- an app on Facebook to carry out financial transactions like
prepaid mobile recharges, payments to friends, book movie tickets etc.
 My savings rewards- reward points are allotted for paying utility bills, shopping
online, internet banking from their savings account.
 iWish- flexible recurring deposit allowing customers to save varying amounts of
money at any time of their choice.
 Young star account- a banking service for children in the age group of 1-18 years.
 Tab banking- opening account while staying at home.

19. PRODUCT PROMOTIONS
Newspaper
Billboards
ATM’s
Kiosks in residential and commercial complexes
Channel partners
Events at corporate campus

20. PRODUCT PROMOTIONS
 Physical evidence
- ambience in branch which projects modernization
and sophistication.
 Process
-standardization of services across the branches.
-use of technology for both external and internal
processes.
 Punchline
- punchlines like ‘Hum hai na’ and ‘Khayal aapka’
providing trust, credibility and care for the customers.

21. PRODUCT PROMOTIONS
Seminars in partnership with media channels
Cross brand associations
- acquiring data base of high net worth
client of lifestyle products (tie up with
‘Woven Hues’)
Co-branding initiatives
- alliance with Amway India for the launch
of international credit card. The card will
enable Amway distributors to purchase
Amway products and earn and redeem
points.

22. PRODUCT PROMOTION
Television
- in film promotions (Baghban)
- promotion through tie up with cartoon network for
young star account
-Television advertisements of different products for
different target audiences.

23. TELEVISION ADS
A man strolls down a beach, “Zindagi naam hai
mushkil ko aasaan banaane ka, zindagi naam hai
zindagi ko aasaan banaane ka”
Amitabh Bachchan turns to face the
camera, “Bas ek bharosemand saathi hona
chahiye”
Cut to a house, a man addresses the members “I
am Ajay Sharma from ICICI, your home loan has
been sanctioned
Voiceover “saathi jo zindagi ko saral banye”
Motive- providing trust,loyalty and responsibility
to the customers.
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3 4

24. TELEVISION ADS
A couple enters ICICI bank and are served
coffee as they wait for opening an account
The man takes a sip from his coffee
and…..
Voiceover: How long does it take to open
an account with ICICI bank???
The executive smiles and hands over the
documents
Motive- convenient way of banking and time
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3 4

25. TELEVISION ADS
An ICICI executive comes at Mr Bachchan’s residence
and takes a snap of his Aadhar card on his tab.
The executive leaves the house and Amitabh
Bachchan is seeing spending time with his
family.
He receives an SMS showing his account has
been opened.
Motive- you could open your account from
your home through tab banking.
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