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Marketing Mix in Banking Sector (ICICI bank) : 

Marketing Mix in Banking Sector (ICICI bank) Presented by Babu Reddy.A Sommanna.A


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. INTRODUCTION




1. DEPOSITS Savings Account Senior Citizen Services Young Stars Fixed Deposits 2. INVESTMENTS ICICI Bank Tax Saving Bonds Government of India Bonds Investment in Mutual Funds Initial Public Offers by Corporate Investment in “Pure Gold” A. PRODUCT MIX

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3. ANYWHERE BANKING ICICI Bank is the second largest bank in the country. This includes more than 500 branches and extension counters, over 1800 ATMs, Call Centre and Internet Banking. 4. LOAN Home Loans Personal Loans 5. CARDS a) Credit Card b) Debit cum ATM Card c) Travel Card

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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

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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.

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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.

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LOCATION OF ATMS RamBagicha-2, Temple Premises, Tirumala, TIRUPATINear: 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.

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E.PEOPLE Knowledge Workers. Employees. Management. Other Consumers often add significant value to the total product or service offering. F.PROCESS Flow of activities: All the major activities of ICICI banks follow RBI guidelines. There has to be adherence to certain rules and principles in the banking operations. The activities have been segregated into various departments accordingly. Standardization Customization Customer involvement Simplicity

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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


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. CONCLUSION

REFERNCE : mix-of-icici-bank. ICICI bank vouchers. REFERNCE

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