services mktn

7/29/2019 Services Mktn

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Presented by:

Gyan

GyanendraHuda Kidwai

Indu Nanda

Ishwar

Jayati


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Marketing is the process of determining

consumer demand for a product or service,

motivating its sale and distributing it into

ultimate consumption at a profit A management function

A Business Philosophy


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Industrial revolution

Digital revolution

Barter System Customer and market driven

Wants of customers

CRM Customer Satisfaction


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Intangibility

Inseparability

Heterogeneity

Perishability


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Intangibility, inseparability and heterogeneity are

manifested at both strategic and tactible levels in

services marketing.

Marketing strategy provides the organization with

a sustainable competitive advantage in the

markets it operates.

Organization should understand consumer needs

and identifies how those consumers should be

grouped into different market segments.

Product attributes, pricing decisions, methods of

distribution and communication should all seek to

reflect the chosen position.


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Provides services

Aimed to satisfy customers needs andwants

Needs and wants may be non financialin nature

Competitive element, efficiency andeffectiveness

Organizational objectives are still thedriving force

Commercial objective to make profit

Social Objectives


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OLD NEW

Product Consumer

Price Cost

Place Convenience

Promotion Communication


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Channels for banking products

BranchesOther channels

Tele-banking ATMs

Computerization

Plastic Cards

Virtual branches and automated video banking


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Automobile Dealers

Merchant establishments

PHYSICAL DISTRIBUTION

Transportation

Warehousing

Inventory


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Role of promotion

Persuasion

Inform

Reminding

Reinforcing


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PRODUCT

Savings account- Offers saving account with

convenience channels to transact through

Senior Citizen services- convenience with

benefits

Fixed deposits- Safety , flexibility, liquidity

and return


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Recurring deposits- Affordability & higher

earnings

Roaming current- Access your account at over500 networked branches across country

Loans- Home loans, vehicle loans, education

loans, loans against security.

Investments- Tax saving, foreign exchangeservices, etc.

Cards- Credit card, ATM cards, travelers card

etc.

Demat services

Online money transfer

Mobile banking


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Pricing decision are related to interest, fee

and commission

Focus on raising the number of customers


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Services are sold through branches

Making promised services available to the

ultimate users

BRANCHES OF ICICI

1900 in INDIA and 33 in MUMBAI


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Advertising- TV, radio, movies, theatres.

Print Media- Hoardings, newspapers,

magazines

Publicity- Road shows, campus visit,sponsorship

Sales promotion- Gifts, discounts, incentives

Personal selling- Cross sale ( selling at

competitors place), personalized service

Telemarketing- ICICI one source call centre


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Standardization - through procedures the

bank follows

Customization- Specialty counter at each

branch to deal with customer Simplicity- Separate counters with clear

indication

Customer involvement- money matters &

signature


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Signage

Financial reports issued to customers

Tangibles- pens, writing pads to internal

customers.Cheque books, passbooks to external

customers

Punch lines- Hum hai naa

The bank follows a dress code for their

internal customers


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All people directly or indirectly involved in

banking operations

Workers, employees, management and other

consumers Internal marketing


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THANK YOU

services mktn

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