RECEIVED GUIDENCE BY: PROF.

JALPA PAREKH

MARKETING MIX IN ICICI BANK

Royal College of Arts, Science and Commerce

SUBJECT: .5.1 (Marketing In Banking & Insurance) PROJECT ON : MARKETING MIX IN ICICI BANK T.Y.BANKING & INSURANCE SEMESTER 5 (2011-2012) GROUP NO: 07 GROUP MEMBERS: DIVYA JADVANI AZIM SAMNANI NAZNIN KHAN RAHAT SHAIKH YASHRAJ UCHIL 07 39 17 27 41

2|Page

MARKETING MIX IN ICICI BANK

ACKNOELEDGEMENT

It gives us immense pleasure in presenting our project on topic MARKETING MIX IN ICICI BANK. We would firstly like to thank our institution & sincerely thank our principal Sir Prof. A.E.Lakdawala & Vice Principal Prof. Kamala for providing us support & giving us an opportunity for doing BBI course & completing project. We would also like to express our profound gratitude to our project guide Prof. Jalpa Parekh who has so ably guided our research project with her vast fund knowledge, advice & constant encouragement without which this project would have not been possible. We candidly appreciate her implicit & valuable contribution in drawing up this project work. We take this opportunity to highlight the valuable contribution of BBI coordinator Prof. Kamal & our collogues & especially our parents who have always supported & encouraged. The success of this project report to large extent is dedicated to them too. We also thank to all those who have helped us & whom we have forgotten to mention in this space.

3|Page

MARKETING MIX IN ICICI BANK

Sr.No 1. 2. 3. 4. 5. 6. 7. 8. 9. Introduction

Particulars BANK MARKETINGTHE CONCEPT JUSTIFICATIONS FOR PRACTISING MARKETING IN BANKS ICICI BANK 7Ps of Marketing of ICICI Bank SWOT OF ICICI THE NEED FOR BETTER MARKETIN MIX Conclusion Bibliography/Webliography

Pg.No. 05 06 07 09 11 19 21 23 24

4|Page

MARKETING MIX IN ICICI BANK

INTRODUCTION
Satisfaction and expectations move together. We cants deny that during the yester decades, there have been multi-dimensional changes in the business environment which has shown a major impact on our lifestyles. We find a direct impact of disposable income on the discretionary income. Here it is essential to make it clear that disposable income is that portion of the income which is left in our hands after discharging the tax liability and the discretionary income is that portion of the disposable income which is in our hands after incurring the essential expenses, specially for managing food, shelter, clothing, basic educational band medical aids. It is really the discretionary income which affects the banking business since the income is either spent on luxury items for managing the comfortable living conditions or invested with the motto of earning interest and dividend. It is against this background that upward trend in discretionary income creates a sound nexus or a conductive environment for the development of banking business, specially the mobilization of savings and deposits. In the past, the commercial banks did not find any attraction in the Indian economy because of the meager business prospects-and the low level of income vis--vis the stagnating economic activities. Of late, we find good auguries and feel that the Indian economy is moving ahead on the right path which would make the business environment more conductive. No doubt in it that the national development policy has made possible such a positive change in the business environment that the intensity of competition is found at its peak. Just after the beginning of the decade 1990s, we have witnessed a basic change in the attitude of the policy makers which has compelled almost all the organizations either producing goods or generating services to innovate their policy decisions. This in a natural way has necessitated a need more professional excellence so that a stage of

5|Page

MARKETING MIX IN ICICI BANK

fierce competition is accepted as a challenge and necessary steps are taken to excel competition, increase the market share and establish leadership.

BANK MARKETINGTHE CONCEPT

The concept Bank Marketing is the combination or compendium of two different words, Bank and Marketing. In a true sense, it is application of marketing

principles in the banking services or conceptualization of marketing in the decision- making process of banking organization. It is against this background that with the change in the concept of marketing, we find an analogous change in the concept of bank marketing. It is quite natural that in an age of electronic marketing, the functional responsibilities of bankers witness a radical change. The matching of marketing with the banking services is the formulation of an overall marketing strategy which suits the savings and investment preferences, needs and requirements, likes and dislikes of customers. In view of the above, it is right to say that bank marketing is related to the product, promotion, place, pricing and people decisions of the banking organizations which simplify the task of restructuring or revamping their decisions in tune with the changing business environment. In addition, the bank marketing also includes in its purview the studies related to the behavioural profile of the customers and the marketing information system so that the marketing decision coil more dynamism in its nature and move with the customers and market. Thus right from the making of services product (core and peripheral), promotion, place, pricing and people decisions to the study of bankers and customers, market conditions and environment become an integral part of bank marketing.

6|Page

MARKETING MIX IN ICICI BANK

JUSTIFICATIONS FOR PRACTISING MARKETING IN BANKS

The time honoured innovation in perception becomes essential to conceptualise the modern marketing principles in the banking services. The following arguments justify the application process: 1. Understanding the customers: The concept of bank marketing is of late well supported by the sophisticated information technologies. With the help of different sub-systems and to be more specific the marketing research, the bankers get an opportunity to understand the expectation of

prospects/customers. Since we segment the market and intensify the research, it is easy to identify the magnitude or the emerging trends in expectations. The life styles, likes and dislikes, hopes and aspirations or the behavioral profile all are perceived in a right fashion. This simplifies the task of formulating sensitive policies and strategies. It is against this background that the banking organizations need to practice marketing.

2. Satisfying the customers: If we understand the prospects in a right fashion and the policy makers appear interested in designing creative or time honoured policies, the success rate reaches at its peak. If the marketing processes help us in understanding the customers, the task of satisfying them is found easier. The formulation and innovation process of marketing mixes moves in right and desired order. The customer get the services in tune with their expectations which helps banks in mobilizing savings and deposits by transforming the prospects into actual customers and actual customers into habitual customers.

7|Page

MARKETING MIX IN ICICI BANK

3. Excelling Competition: Of late, the intensity of competition is found at its peak. Like other organizations even banks have also been facing numerous problems due to fierce competition. The leading foreign banks and to some extend even the Indian commercial banks working under the private sector believe in creating and expanding the quality gap. The public sector commercial banks just attempt to bridge over the gap or even fail in doing such. The snatching of business is thus found gaining the momentum. This makes it essential that the innovation process gets an overriding priority even in the public sector banks. 4. Formulating and Innovating the Mixes: The quality of mix plays a decisive role in getting the business and increasing the market share. Hence the first mix is product in which we need to make possible an optimal blending of core and peripheral services. If we turn our eyes on the product mix of the private sector banks we find peripheral services getting due weightage. The consumer financing has been given an important place in almost all the private sector banks. The consumerism has taken a new shape and the customers needs and requirements are expanding very fast. This makes it essential that while formulating or innovating the product mix, we assign due weightage to the needs and requirements of customers. 5. Social Orientation: It is not only sufficient that we offer to the customer quality services. It is not only significant that we promote in a right fashion. It is not only meaningful that our strategies for interest and fees are lucrative. It is not only essential that our personnel are familiar with the various dimensions of behavioural management. In addition, it is much more impact generating that policy makers arrange and overriding priority to the magnitude of social costs.

8|Page

MARKETING MIX IN ICICI BANK

ICICI BANK
ICICI Bank is Indias second-largest bank with total assets of Rs. 3,663.74 billion (US$ 76 billion) at September 30, 2009 and profit after tax Rs. 19.18 billion (US$ 398.8 million) for the half year ended September 30, 2009. The Bank has a network of 1,588 branches and about 4,883 ATMs in India and presence in 18 countries. ICICI Bank offers a wide range of banking products and financial services to corporate and retail customers through a variety of delivery channels and through its specialised subsidiaries and affiliates in the areas of investment banking, life and non-life insurance, venture capital and asset management. The Bank currently has subsidiaries in the United Kingdom, Russia and Canada, branches in United States, Singapore, Bahrain, Hong Kong, Sri Lanka, Qatar and Dubai International Finance Centre and representative offices in United Arab Emirates, China, South Africa, Bangladesh, Thailand, Malaysia and Indonesia. Our UK subsidiary has established branches in Belgium and Germany. ICICI Banks equity shares are listed in India on Bombay Stock Exchange and the National Stock Exchange of India Limited and its American Depositary Receipts (ADRs) are listed on the New York Stock Exchange (NYSE). History: ICICI Bank was originally promoted in 1994 by ICICI Limited, an Indian financial institution, and was its wholly-owned subsidiary. ICICIs shareholding in ICICI Bank was reduced to 46% through a public offering of shares in India in fiscal 1998, an equity offering in the form of ADRs listed on the NYSE in fiscal 2000, ICICI Banks acquisition of Bank of Madura Limited in an all-stock amalgamation in fiscal 2001, and secondary market sales by ICICI to institutional investors in fiscal 2001 and fiscal 2002. ICICI was formed in 1955 at the initiative of the World Bank, the Government of India and representatives of Indian industry. The principal objective was to create a development financial institution for providing medium-term and long-term project financing to Indian businesses. In the 1990s, ICICI transformed its business from a development financial institution offering only project finance to a diversified financial services group offering a wide variety of products and services, both directly and through a number of subsidiaries and affiliates like ICICI Bank. In 1999, ICICI become the first Indian company and the first bank or financial institution from non-Japan Asia to be listed on the NYSE.

9|Page

MARKETING MIX IN ICICI BANK

After consideration of various corporate structuring alternatives in the context of the emerging competitive scenario in the Indian banking industry, and the move towards universal banking, the managements of ICICI and ICICI Bank formed the view that the merger of ICICI with ICICI Bank would be the optimal strategic alternative for both entities, and would create the optimal legal structure for the ICICI groups universal banking strategy. The merger would enhance value for ICICI shareholders through the merged entitys access to low-cost deposits, greater opportunities for earning fee-based income and the ability to participate in the payments system and provide transaction-banking services. The merger would enhance value for ICICI Bank shareholders through a large capital base and scale of operations, seamless access to ICICIs strong corporate relationships built up over five decades, entry into new business segments, higher market share in various business segments, particularly fee-based services, and access to the vast talent pool of ICICI and its subsidiaries. In October 2001, the Boards of Directors of ICICI and ICICI Bank approved the merger of ICICI and two of its whollyowned retail finance subsidiaries, ICICI Personal Financial Services Limited and ICICI Capital Services Limited, with ICICI Bank. The merger was approved by shareholders of ICICI and ICICI Bank in January 2002, by the High Court of Gujarat at Ahmedabad in March 2002, and by the High Court of Judicature at Mumbai and the Reserve Bank of India in April 2002. Consequent to the merger, the ICICI groups financing and banking operations, both wholesale and retail, have been integrated in a single entity.

10 | P a g e

MARKETING MIX IN ICICI BANK

7Ps of Marketing of ICICI Bank

PRODUCT MIX: 1. DEPOSITS: ICICI Bank offers wide variety of Deposit Products to suit our requirements. Coupled with convenience of networked branches/ over 1800 ATMs and facility of E-channels like Internet and Mobile Banking, ICICI Bank brings banking at your doorstep. Savings Account: ICICI Bank offers a power packed Savings Account with a host of convenient features and banking channels to transact through. Senior Citizen Services: The Senior Citizen Services from ICICI Bank has several advantages that are tailored to bring more convenience and enjoyment in your life. Young Stars: Its really important to help children learn the value of finances and money management at an early age. Banking is a serious business, but we make banking a pleasure and at the same time children learn how to manage their personal finances. Fixed Deposits: Safety, Flexibility, Liquidity and Returns!!!! A combination of unbeatable features of the Fixed Deposit from ICICI Bank. Recurring Deposits: Through ICICI Bank Recurring Deposit you can invest small amounts of money every month that ends up with a large saving on maturity. So you enjoy twin advantages- affordability and higher earnings. Roaming Current Account: Only Roaming Current Account from ICICI Bank travels the distance with your business. You can access your accounts at over 500 networked branches across the country. Bank @ Campus: Thanks to bank@campus, child can now surf the Net and access all the details of his / her account at the click of a mouse! No need to visit the bank branch at all.

11 | P a g e

MARKETING MIX IN ICICI BANK

ICICI Bank Salary Account: is a benefit-rich payroll account for Employers and Employees. As an organization, you can opt for our Salary Accounts to enable easy disbursements of salaries and enjoy numerous other benefits too. 2. INVESTMENTS Along with Deposit products and Loan offerings, ICICI Bank assists you to manage your finances by providing various investment options such as:

ICICI Bank Tax Saving Bonds Government of India Bonds Investment in Mutual Funds Initial Public Offers by Corporate Investment in Pure Gold Foreign Exchange Services Senior Citizens Savings Scheme, 2004

3. ANYWHERE BANKING ICICI Bank is the second largest bank in the country. It services a customer base of more than 5 million customer accounts through a multi-channel access network. This includes more than 500 branches and extension counters, over 1800 ATMs, Call Centre and Internet Banking. Thus, one can access the various services ICICI Bank has to offer at anytime, anywhere and from anyplace. 4. LOAN a) Home Loans b) Personal Loans c) Car Loans d) Two Wheeler Loans e) Commercial Vehicle Loans f) Loans against Securities g) Farm Equipment Loans

12 | P a g e

MARKETING MIX IN ICICI BANK

h) Construction Equipment Loans i) Office Equipment Loans j) Medical Equipment Loans 5. CARDS a) Credit Card b) Debit cum ATM Card c) Travel Card 6. DEMAT SERVICES ICICI Bank Demat Services boasts of an ever-growing customer base of over 7 lacs account holders. In their continuous endeavor to offer best of the class services to our customers we offer the following features:

Digitally signed transaction statement by e-mail. Corporate benefit tracking. e-Instruction facility facility to transfer securities 24 hours a day, 7 days a week through Internet Interactive Voice Response (IVR) at a lower cost. Dedicated specially trained customer care executives at their call centre, to handle all queries.

7. MOBILE BANKING With ICICI Bank, banking is no longer what it used to be. ICICI Bank offers Mobile Banking facility to all its Bank, Credit Card and Demat customers. ICICI Bank Mobile Banking enables you to bank while being on the move. 8. NRI SERVICES ONLINE MONEY TRANSFER facility available to NRIs worldwide through www.money2India.com at the click of a button! Benefits:

FREE Money transfers into accounts with over 30 banks in India Demand Drafts issued and payable at over 1250 locations in India

13 | P a g e

MARKETING MIX IN ICICI BANK

ONLINE Tracking of the status of your funds SUPERIOR Exchange rates OFFLINE MONEY TRANSFER facility is also available across geographies through Local branches and in association with partner banks/ exchange houses.

PRICING MIX: The pricing decisions or the decisions related to interest and fee or commission charged by banks are found instrumental in motivating or influencing the target market. The RBI and the IBA are concerned with regulations. The rate of interest is regulated by the RBI and other charges are controlled by IBA. The pricing policy of a bank is considered important for raising the number of customers vis-a -vis the accretion of deposits. Also the quality of service provided has direct relationship with the fees charged. Thus while deciding the price mix customer services rank the top position. The banking organizations are required to frame two- fold strategies. First, the strategy is concerned with interest and fee charged and the second strategy is related to the interest paid. Since both the strategies throw a vice- versa impact, it is important that banks attempt to establish a correlation between two. It is essential that both the buyers as well as the sellers have feeling of winning. Pricing Bank Products Starts With Three Basic Questions. 1. What rate does the bank need to meet its financial objectives? The answer is, it depends. Some considerations for loan and deposit pricing are:

Related income taxes Earning assets to total assets Equity-to-asset ratio Pricing for the activities and risks associated with the product Asset and liability mix

14 | P a g e

MARKETING MIX IN ICICI BANK

Another element to consider in the pricing of earning assets is the risk of loss. Most notably, this is relevant in loan pricing. Many banks assign a risk weighting to individual loans over a certain size or based on loan type and assign a credit risk charge based on those ratings. Customer relationships are difficult to assign a value to in the pricing process. Customers will generally press for some price concessions in consideration of other relationships they have with the bank. Asset and liability mix also impacts pricing results. Generally speaking, banks operating with higher loan-to-asset ratios are able to afford to pay more for deposits. Likewise, banks can afford to be more competitive on certain deposit products if they have fewer maturities in a particular timeframe or less total outstanding balances in a product line. 2. What is the market rate for the core product? Customers have more distribution channels available to them today than at any other point in history. In the past 10 years, the number of bank locations has increased 20%. Of course, there are the mortgage bankers, the Internet, and a host of other financial service providers competing for your customers loan and deposit business. The point is, the competitive marketplace always ensures that if a financial institution is charging too much for loans or paying too little for deposits, its share of the market will likely dwindle as existing and prospective customers find alternative providers. You can do all the math you want to determine required pricing points, but if your pricing is uncompetitive, your market share will shrink. 3. What would the bank have to do to sales and operations to make its rates the most competitive in its market? Pricing is a key issue for the associates who sell bank products to your customers. The fact is, lenders want the lowest rates, and people dealing with depositors want to pay the highest rates. You need the right balance of fee income, strategies to reduce operating costs, and a healthy asset and liability mix to change your required pricing.

15 | P a g e

MARKETING MIX IN ICICI BANK

PLACE This component of marketing mix is related to the offering of services. The services are sold through the branches. The 2 important decision making areas are: making available the promised services to the ultimate users and selecting a suitable place for bank branches. The number of branches OF ICICI: 1900 in India and 33 in Mumbai.

LOCATION OF BRANCH:

ADDRESS OF BANK BRANCHES AND ATM IN MIRA ROAD

Why they select this place as branch?

The selection of a suitable place for the establishment of a branch is significant with the view point of making place accessible. The safety and security provisions Convenient to both the parties, such as the users and the bankers Infrastructure facility Near to station and located on s. v. road well crowded area. Market coverage

PROMOTION MIX

Advertising: Television, radio, movies, theatres Print media: hoardings, newspaper, magazines Publicity: road shows, campus visits, sandwich man, Sponsorship Sales promotion: gifts, discount and commission, incentives, etc. Personal selling: Cross-sale (selling at competitors place), personalized service. Telemarketing: ICICI one source Call center (mind space)

PEOPLE: All people directly or indirectly involved in the consumption of banking services are an important part of the extended marketing mix. Knowledge Workers, Employees, Management and other Consumers often add significant value to the

16 | P a g e

MARKETING MIX IN ICICI BANK

total product or service offering. It is the employees of a bank which represent the organization to its customers. In a bank organization, employees are essentially the contact personnel with customer. Therefore, an employee plays an important role in the marketing operations of a service organization. To realize its potential in bank marketing, ICICI become conscious in its potential in internal marketing the attraction, development, motivation and retention of qualified employee-customers through need meeting job-products. Internal marketing paves way for external marketing of services. In internal marketing a variety of activities are used internally in an active, marketing like manner and in a coordinated way. The starting point in internal marketing is that the employees are the first internal market for the organization. The basic objective of internal marketing is to develop motivated and customer conscious employees. A service company can be only as good as its people. A service is a performance and it is usually difficult to separate the performance from the people. If the people dont meet customers expectations, then neither does the service. Therefore, investing in people quality in service business means investing in product quality. PROCESS: Flow of activities: All the major activities of ICICI banks follow RBI guidelines. There has to be adherence to certain rules and principles in the banking operations. The activities have been segregated into various departments accordingly. Standardization: ICICI bank has got standardized procedures got typical transactions. In fact not only all the branches of a single-bank, but all the banks have some standardization in them. This is because of the rules they are subject to. Besides this, each of the banks has its standard forms, documentations etc. Standardization saves a lot of time behind individual transaction.

17 | P a g e

MARKETING MIX IN ICICI BANK

Customization: There are specialty counters at each branch to deal with customers of a particular scheme. Besides this the customers can select their deposit period among the available alternatives. Number of steps: Numbers of steps are usually specified and a specific pattern is followed to minimize time taken. Simplicity: In ICICI banks various functions are segregated. Separate counters exist with clear indication. Thus a customer wanting to deposit money goes to deposits counter and does not mingle elsewhere. This makes procedures not only simple but consume less time. Besides instruction boards in national boards in national and regional language help the customers further. Customer involvement: ATM does not involve any bank employees. Besides, during usual bank transactions, there is definite customer involvement at some or the other place because of the money matters and signature requires. PHYSICAL EVIDENCE: Physical evidence is the material part of a service. Strictly speaking there are no physical attributes to a service, so a consumer tends to rely on material cues. There are many examples of physical evidence, including some of the following:

Internet/web pages Paperwork Brochures Furnishings Business cards The building itself (such as prestigious offices or scenic headquarters)

The physical evidences also include signage, reports, punch lines, other tangibles, employees dress code etc. Signage: Each and every bank has its logo by which a person can identify the company. Thus such signages are significant for creating visualization and corporate identity. Financial reports: The Companys financial reports are issued to the customers to emphasis or credibility.

18 | P a g e

MARKETING MIX IN ICICI BANK

Tangibles: Bank gives pens, writing pads to the internal customers. Even the passbooks, chequebooks, etc reduce the inherent intangibility of services. Punch lines: Punch lines or the corporate statement depict the philosophy and attitude of the bank. Banks have influential punch lines to attract the customers. Employees dress code: ICICI bank follows a dress code for their internal customers. This helps the customers to feel the ease and comfort.

SWOT OF ICICI
STRENGTH Is the preferred financier for 10 auto manufacturers companies Considered to be a flexible company Very consumer friendly. Has the highest month on month share of the market. 1.6 million customer base. Owns the largest ATM network. It is considered as a one stop shop for finance related business. Aggressive pruning of its non performing assets is improving its credit rate profile allowing access to cheaper funds. Dealers love to work with them because of fast speed of processing loans Its volumes allow ICICI to offer among the lowest cost WEAKNESS Need to increase its outlets Its still a metro city bank Need to have more branches

19 | P a g e

MARKETING MIX IN ICICI BANK

OPPORTUNITIES 1, sky is the limit as the market is growing and large part is still to untapped Need to have offers for the consumers with manufacturers Online banking can be profitized upon. Can venture into retail banking. THREATS New entrants are making the competition tougher Consumers are becoming more and more demanding Decrease in interest rates have made in this field bit unrewarding The threat of takeover for ICICI bank under the following heads. De-regulation Globalization Disinter mediation Volatility Managing credit card risks is a challenging job. Change in leading profile from project finance to good quality corporate business is driving net interest margin down. Retail bank business profitability prospects are unclear.

20 | P a g e

MARKETING MIX IN ICICI BANK

THE NEED FOR BETTER MARKETIN MIX

The following Porters Model shows the amount of competition and difficulties faced by the banks: PORTERS MODEL New Entrants The PSBs are facing competition from the new private and foreign banks which are coming into the picture. The entry of new private as well as foreign banks which sprang as a result of the dismantling of entry barriers in the industry. The new banks are more leaner and have been able to invest in the latest technology. Though the new entrants have many advantages still they have to go a long way. Entry barriers are not so small as being thought. PSBs have strong customer base which are loyal to these banks and so the switching cost for these will be very high. The new banks will have to compete with already established private and foreign sector banks. Substitutes The main substitutes are Financial Institutions and NBFCs. Commercial Banks have been facing competition from the FIs in the intermediary business. FIs are also into lending business, raising deposits, giving loans for working capital, discounting, leasing, hire purchase etc. Suppliers The RBI is the Central Bank of India and it regulates the working of all the banks. The bank has the sole right of issuing currency notes above one rupee in denomination. Being the apex bank, it acts as the banker to all other banks. All Scheduled banks have to keep a certain percentage of their demand and time liabilities with the RBI. The scheduled banks have to submit weekly returns of their business to the RBI which regulates the flow of credit. Every bank has to get a license from RBI to carry out banking business in the country.

21 | P a g e

MARKETING MIX IN ICICI BANK

Buyers The individual customers and corporates are the buyers of the facilities being provided by these banks. The PSBs bank on large and loyal customer base. With growing customers demands the focus is now shifting towards high quality and better services. Private and Foreign banks are now offering innovative products and services like convenience banking, ATMs, inter bank connections

22 | P a g e

MARKETING MIX IN ICICI BANK

CONCLUSION
We cant negate that the bankers, specially working in a public sector need special education and training facilities in the face of recent development n the banking sector. Since they are suppose to face the challenges, threats and risks due to quality gap generated by leading foreign banks, the need of the hour is to project a positive image. Corporate image is the opinion of publics at large regarding the contribution of an organization and we cant hesitate in mentioning that masses have developed negative attitude regarding public sector commercial banks. This makes it essential that public sector commercial banks their functional style vis--vis the behavioral profile. The marketing makes it essential that we forecast the trend and make necessary improvement in workings of commercial banks. Since the business environmental conditions are likely to be more volatile in future commercial banks in general, the public sector banks in particular need to make necessary preparations to enrich their potentials or to increase their strengths.

23 | P a g e

MARKETING MIX IN ICICI BANK

BIBLIOGRAPHY
BOOKS:
MARKETING AND FINANCE AUTHOR: MICHAEL VAZ, VINAYAK PARALIKAR PUBLISHING HOUSE: MANAN PRAKASHAN PUBLISHING YEAR: JUNE-2005(3RD REVISED EDITION)

WEBSITES:
http://managementfunda.com/7ps-of-marketing-mix-of-icici-bank/

http://www.marquantanalytics.com/ar10CMOCT.htm

Thank You
24 | P a g e