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SBI market segmentation by kotler By Shashank Karkera (Sibm), Njoy
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Introduction
Established In 1806 at Calcutta as Bank Of Calcutta
It is the oldest bank of Indian sub-continent
Head Quarter- Corporate Center, Madam Cama Road, Mumbai.
Largest bank network in India with 16,000 branches
Over 8,500 ATM’s
Deposits- $195 Billion Revenues - $12 Billion SBI accounts for 1/5 of the nations
loans SBI is 29th amongst most reputable
companies in the world according to Forbes
Listed in B.S.E & N.S.E.
History
Started as ‘Bank Of Calcutta’ on 2nd June 1806
Later Renamed as ‘Bank Of Bengal’ Later Bank Of Madras, Bank Of
Bombay & Bank Of Bengal were merged to form ‘Imperial Bank Of India’ (1921).
It was nationalised on 1955 & renamed ‘State Bank Of India’
Segmentation
Geographic- Tier-I, Tier –II, Tier-III, Rural & Semi –urban Branches.
Age :- 10-59, 60 & above Income- Marginal, Low, Middle, High Occupation- Unskilled Workers,
Skilled workers, Shop Owners, Businessmen.
Geographic Segmentation Tier-I – Mortgage, Autoloan, Education
Loan, Investment & Insurance
Tier –II-Housing Loan, 2 wheeler Loan, Gold Loan, Credit Card, Mutual Funds.
Tier-III- Loan Against Property, Fixed Deposits, Insurance.
Rural & Semi –urban Branches- Agriculture Loans, Motor Loans, Etc.
Stage Banking Needs Financial Situation
10-26 Few Financial Burdens; recreation oriented
Low-cost checking; auto loan; credit card
27-40 Home purchasing peak; Liquid assets low;
Mortgage; Credit card; Revolving Credit Line; Bill Consolidation Loan
41-59 Good Financial Position; Home Improvement Loans; Equity Credit Lines; Money Mkt Deposit accounts Investment services 60 and
above Significantly reduced Income
Monthly Income Checks on CDs; Direct Deposit of Social Security
Income
Low- Fixed Deposits, Personal Loans, Agricultue Loans
Middle- Mutual Funds, Home Loan, Consumer Durable Loans, Education Loans,
High- Offers car loan, Credit card Services, Home improvement loans, Insurance.
Occupation
Unskilled Workers- Insurance Policies, Saving account, Investment Schemes.
Skilled workers- Loan for home, education, Consumer durables, Car Loans,
Shop Owners- Cash Credits, Insurance, Loan against bonds.
Businessmen- Medium Term Loans, Loan against property , loan against gold.
PRODUCTS/SERVICES OFFERED
Personal Banking NRI Banking Current Accounts Corporate Banking Term Deposits Small Scale Industries Reinvestment Plan Small Business
Finance Public Provident Fund Agriculture Finance Scheme Housing Government Business Loans Car Loans Other Services Education Loans Consumer Durables Loans Personal Loans Loans against Shares & Debentures Gold Loans
Fastest Growing SegmentBusiness Banking• Current Account & Services• Business Loans• Trade services• Advisory Services
Microfinancing In Rural & Semi –Urban Areas.
Rural & Semi–Urban Areas
70 % of population lives in Rural areas.
Rural Banking & Micro Finance Rural economy(Agriculture+
onagriculture) Consists of 50% of GDP
Current Demand For Credit In Rural India Is about 1,33,000. crs
Commercial Banks Cover Only 7% of rural sector &large market is still untapped
Possible Rural Financal Inclusions
Criteria Considered for rural areas Tie –Up With Indian Postal Services
To Penetrate The Rural Market Partner With NGO To act as
Business Facilators Low Cost ATM for wage distribution
having local language interface. Increasing Rural Penetration by using
methods such as ‘Bank On Wheels’ Using the ATM as mediators for loan
Leads