01. brand identity rollout feb 20 2010

8/3/2019 01. Brand Identity Rollout Feb 20 2010

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Tryst with Destiny AV

Click here to Play AV

What ICICI Bank stood for

up to 2007


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Initiatives by ICICI Bank

Being innovative, early adopter of technology -launching many first time in India products

ATMs

Internet banking/ Mobile banking

Online trading Focusing on convenience through product /

service designs

8to8 banking, Doorstep banking

Floating interest rates for home loans

Speed and distribution

Large DSA network led asset business


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What do we stand for today?

Traditional Consumer Modern Consumer

Convenience

Reach

Innovation

Technology

Change Agent/Pioneers

Opportunists Aggressive

ICICI Bank: Face of modern banking

Source: Senior Management Conclave, December 2009


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2007 onwards


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Impact of financial crisis

Collapse of Lehman Brothers led to global &domestic liquidity crisis

SEEK SECURITYSEEK SECURITY SaveSave

Invest in secureInvest in secure

mannermanner

Limited income

Limited income

limited avenueslimited avenues

SEEK GROWTHSEEK GROWTH Seek ways to make moneySeek ways to make money

growgrow

Spend moreSpend more

Enjoy life nowEnjoy life now

SEEK SECURITY+GROWTHSEEK SECURITY+GROWTH SlowdownSlowdown -- a reality checka reality check

Explore safe avenues forExplore safe avenues for

growthgrowth SIP, ULIPs, Gold,SIP, ULIPs, Gold,

blue chip equityblue chip equity Cautious, values adviceCautious, values advice

PAST

PAST

RECENTP

AST

RECENTP

AST

PR

ESENT

PR

ESENT

Changes in

Customer Behaviour


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Transformation Story Last 15 months

MD & CEOs Perspective - 4C Approach

DMDs Perspective Distinctiveness

Towards more profitable growth

Project Customer

Capability building

Evolution of the ICICI Bank Brand Identity

I

II

III

IV

V

VI


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MD & CEOs Perspective - 4 C Approach

CASA

Drive

Credit

Quality

Target the Right

Customer

Capital

Conserve

Cost

Control

Higher

RoE

Preparing for the next wave of Growth

I


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CASA Deposits Safe &

Steady Source of Funds

Asset Cross-sell

DMDs Perspective

3rd Party

products

Brand GuardRails

Societal

Acceptance

Return on

Investments

Distinctiveness

Targets are critical, but not at the cost of Core Values

II


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Towards more profitable growth

Initiatives undertaken

Increasing penetration of branch network by opening

additional branches

Repositioning branch as the center of distribution and reduce

dependency on third party outsourced channel

Leveraging call-centre as a channel for driving revenues

through S2S

Redesign of the collections operating model to significantly

reduce operating costs and credit losses

A

B

C

D

Next steps

Analysing customer base and identifying priority segments

III


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Segmentation based on demographic classification of urban India

households


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Project Customer

Move from a universal bank for everyone to abank focused upon its primary set of customers

Key Aspects

Identify the relevant and profitable customersegments in the market and ICICI Bank franchise

Understand the needs and wants of these

customers and create relevant value propositions

Define and implement key initiatives across

organization to deliver the defined valuepropositions

IV


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Mass bank

Redefine STP

Straight

Through

Processing

Segmented

Targeted

Positioning

Customer centric bank


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Deposits profitability analysis

3,000

Profit/customer

-2,000

-1,000

2,000

1,000

0

Share ofbalances(Percent)

70 4 14 7 5

Lower

Affluent &

above MAF SE MAF Sal Mass Sal Mass SE

Share ofcustomers(Percent)

16 5 21 46 12

Bulk of deposit profitability contributed by ~15% of customers

from lower affluent & above segment; Mass market which

accounts for ~ 60% of customers dragging down overall

profitabilitySource: Mckinsey and Internal team analysis, November 2009


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Four consumer centric propositions

Relationship Led proposition for the Affluent segment1Integrated branch led proposition for Self Employed

segment2Technology based proposition for the self

directed/upwardly mobile segment3Tailored proposition for mass affluent security and advice

seekers4Posture towards other segments

Mass market : Limit acquisition only through selective top corporate

relationships; lending through partnership with NBFC

Price conscious and traditional users: No specific tailored proposition;

acquired only through core propositions


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Capability building

Grooming, Attire and EtiquetteWelcome and Close

Use of Polite Language

Understanding customer requirements: Listen,

observe & paraphrase

Understanding customer requirements: Probing

Serve Using impactful language

Follow-up and keep commitments

Break in Service

Conversing with the CustomerSaying No with finesse

Skill ThroughDrill

Skill ThroughDrill

V


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Disney Approach to Quality Service

Walt Disneys philosophy about how he wanted toserve his Guests was simple:

Keep it cleanKeep it friendlyMake it a real fun

place to be.

How did he translate these beliefs into a viable

business strategy? And, more importantly, how has

that philosophy been maintained after Disney?


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Disney Definition of Quality Service

The Disney Definition of Quality Service

_______________Guests expectations.

Pay attention to

___________________________________.


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Disney Definition of Quality Service

The Disney Definition of Quality Service

EXCEED OUR Guests expectations.

Pay attention to EVERY DETAIL OF DELIVERY.


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Evolution of the brand ICICI BankBrand Identity

VI


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What will we stand for?

Benefits Convenience & Speed

Simple & effective

Technology &

innovations

Personalised &

ResponsiveRational -

Experience Credible

Honest and

Transparent

Flexible Admired

Consistent

Emotional -

Experience Fulfilling

Partner / Friend

Advisor/ Enabler

ICICI BankPersonality

Aspirational

Responsible

Prudent

Sensitive


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Leadership through Service

Brand Philosophy



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Bringing It Alive

Options Perform & Claim

Promise and Deliver

Communication

Mass media

Behaviour

Skill through Drill

Initiatives

Moments ofTruth

ICICI Bank

Brand

Experience


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Moments ofTruth - Initiatives

Family Account

When a family come to open an account, we can clickthe family photograph and gift it to the customers

Deceased claim resolution

Offer condolence

The bank staff can attempt to address the entire

transaction smoothly in one single visit

Post the first visit, employee can visit the customer at

his/ her residence

Salary account transfer

If customer has moved his location before initiating the

transfer process, can we help him instead of saying that

it needs to be initiated at the base branch only

Moments ofTruth



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Communication

The Task To get customers to love our brand by showing the

human face of ICICI Bank

Tone & Manner

Friend

Warm, empathetic, sensitive, understanding

Key Proposition

Little things make a difference

Click here to Play TV Ad


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Thank you

01. brand identity rollout feb 20 2010

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