Icici Final

8/2/2019 Icici Final

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FRACTALS( Roll No. 10741 to10750)Presents a case onFinancial Services in India


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Agenda


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Financial servicesmarket

Mainstay, mirrors financial health

Highly regulated- RBI, SEBI, IRDA,AFMI

Boasts of 2300cr- servicesdistribution and advice market


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The Services Marketing Triangle

InternalMarketing

Interactive Marketing

ExternalMarketing

ICICI Bank(Management)

(Customers)(Employees)

enabling the promise

delivering the promise

setting the promise


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INTERNALMARKETING

EXTERNALMARKETING

INTRACTIVEMARKETING

Knowledge

managementstrategy

Websites ATMs

Wise-guy intranet

portal

Advertisements Mobile banking

Training to theemployees

Infrastructure Credit and debitcards

Goodcompensation Customer careservices Travel cards

Goal setting tothe employees

Brochures Demat services

Performancebonus Online banking


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7 Ps of ICICI Bank

1. PRODUCT:

q Deposits and Accounts

q Investments

q Anywhere Banking

q Loansq Cards

q Demat services

q Mobile bankin


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7 Ps of ICICI Bank

2. PRICING

q Pricing decisions related to interest,

fees or commission

q 2. RBI and IBA

q 3. Raising number of customers


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7 Ps of ICICI Bank

3. PLACE

q Services are sold through branches

q Making promised services availableto the ultimate user

q Branches of ICICI:

q 1900 in India and 33 in Mumbai


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7 Ps of ICICI Bank

4. PROMOTION

q Advertising: TV, radio, movies,

theatresq Print media: Hoardings, newspapers,

magazines

q Publicity: Road shows, campusvisits, sponsorships

q Sales promotion: Gifts, discounts

and commissions, incentives


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7 Ps of ICICI Bank

5. PROCESS

q Standardization: ICICI bank has got

standardized procedures for typicaltransactions

q Customization: Specialty counters ateach branch to deal with thecustomers of particular scheme


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7 Ps of ICICI Bank

6. PHYSICAL EVIDENCE:

q 1. Signage

q 2. Financial reports: The companysfinancial reports are issued to

customers

q 3. Tangibles: Pens, writing pads to


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7 Ps of ICICI Bank

7. PEOPLE:

q 1. All people directly or indirectly

involved in the consumption ofbanking services.

q 2. Workers, employees,management and other consumers


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Perceived

Service

ExpectedService

CUSTOMER

COMPANY

Customer

Gap

Gap1 Ga

p

2

Gap3

ExternalCommunicatio

ns toCustomers

Ga

p4

ServiceDelivery

Customer-DrivenService Designsand Standards

CompanyPerceptions of

ConsumerExpectations

Gaps Model of ServiceQuality


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GAP 1 -The KnowledgeGap

Lack of clarity about the servicesoffered

Courtesy level

Corporate customers- priority

Safety measures


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GAP 2 - The Policy GapLack of proper customer defined

service design

Inconsistent technology drivenservice standards


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GAP 3 The Delivery GapUnable to match demand at peak

hours

Lack of knowledgeable staff

Customer enquiry constraints


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GAP 4 - CommunicationGap

Inadequate upward communication

Over-promising in advertising


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Service Evaluations

Search- Loans, Savings deposits

Experience- ATM, online banking

Credence- Mutual funds

investment,


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Factors That Influence Desired& Predicted Service of ICICI Bank

Explicit

Promises-Hum Hainna..Therethroughout!!ImplicitPromises-

Security,Savings

Word ofmouth-Friends,relatives,Colleagues-creditworthy

PastExperiences-

Efficient,more than

Satisfactory,

PredictedService

DesiredService

AdequateService

Zoneof

Tolerance


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THANKYOU

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Icici Final