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Group no: 3

BIBEK BISWAS

KUNDAN KUMAR

RAKESH ROUSHAN

PRASHANT KUMAR

VISHAL KUMAR SINGH

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INTRODUCTION…………. India’s leading private bank.

With total assets 3,364,00 billion at march 2010.

Remarkable contribution in banking industry.

Higher customer value.

ICICI bank deeply engaged in human and economic development at the national level.

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SWOT analysis……………StrengthsA complete range of product for retail banking. On-line service.Advanced infrastructure with sound IT base Friendly staff 12 hrs banking services.

Weakness

less number of ATMs & branches. High bank service charge. Less credit period. Focus only high end customers.

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SWOT count……………..Opportunities Rise in upper and middle class population- due to GDP growth Liberalization of trade and business Largely unexplored market in regions where only public sector banks operates.

Threats If unable to manage rapid growth, business could be adversely affected. Competition from large public sector banks as well as from private banks. Decentralized management.

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Marketing Mix in ICICI

Place

PeoplePrice

Product

Promotion

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SERVICE GAPS IN ICICI BANK

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QUESTION AND ANSWER

Q 1. Within a decade of being set- up, ICICI Bank Limited was in a position to make the entire Asian banking industry sit up and take notice of it. One clear reason for this was adoption of technology. Visit its web site and other sites of the government as well as related sites and determine all the other reasons for its glowing success, based on your understanding of the concepts of services marketing?

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Cont…………………………..

Q 2. After 2004, the globe saw a serious economic downturn. Government policies in India were frequently altered to arrest the fiscal slump and many sectors showed negative growth. Identify all the challenges this would have placed on ICICI bank. Ascertain their revised strategies during the last three years, as solutions to the problems you have discovered. Is there any change now, in their approach to sustain and improve their service levels? If so, what and how? Apply the concepts of services marketing in assessing these plans.

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Conclusion

ICICI has been able to use technology to provide value-added service to its customers during the last few years.

ICICI have to upgrade and constantly think of new innovative customized packages and services to remain competitive.

The rise of E-banking is redefining business relationships and the most successful banks will be those that can truly strengthen their relationship with their customers.

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HUM HAI NA

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