services mktn
TRANSCRIPT
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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