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A small perceptual study done on ICICI bank. Small but really insightful
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PROFILE OF RESPONDENTS• Age Ranging from 21 to 57• Major reason is corporate tie-ups• References • Proximity• Hereditary reasons • Housing finance (extra services)• On an average 5 years of association with ICICI
• A mixture of online and offline • Tele banking is also another medium of usage
• ATM preferred for offline• Share trading and insurance
• Online bill payments and money transfer facilities utilized the most• MORE INTERACTION WITH THE BRAND ONLINE
• Employee bank facility• Very easy to open an account• User friendly• Minimal human intervention• Good facilities: Online payment,
reminders, money transfers, loan facilities, good customer care response
• DDs given free of cost and FAST• 8 A.M to 8 P.M timing extremely
convenient• Safe and secure online banking • Outstanding network of ATMs and
Branch locations• Well managed service in bank
branches
• Extra banking chargers e.g. Rs 200 charged for Debit card
• Customer service• Mobile recharge inconvenient
• Smaller issues like change in mobile banking numbers need physical human intervention• Ads and other third party offers (Extra
cards)• Security issue and phishing happening
• Majority would not change until forced through external factors.
• For some ICICI acts as a hygiene factor and for some it was not a matter of concern as banking in general was a low investment area.
• Some changed due to personal issues with the bank.
• Khayaal aapka…• Hum hai na• Shahrukh Khan as an ambassador• Orange colour is a UNANIMOUS
association• The name ‘ICICI’ being written in small
caps in the logo, the oval mnemonic over the ‘I’.
• Jingle• The ‘bankruptcy’ controversy and the
‘Bharosa’ campaign with SRK
• Office Executive• At a new stage of career• Knows his job• Trustworthy• Reliable and confident• Young • Easy going• 20-22 year old• Involved in stocks and online
trading
• Someone involved in stocks and online trading
• Young corporate guy• Tech-Savvy• Business people
Emotional Connect
• Confidence in India’s no. 1 private bank. Nothing can really go wrong with it.
• Reliable and professional banking• Convenience • Not dynamic, but definitely updated
• Khayaal Aapka- updated with the latest ad
• Hum Hai Na• Strong jingle association
• Horse – Always ahead in the race, positive and no one has anything demeaning to say about it
• Cerberus guarding customer’s money
• Pug
THANK YOU