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