Anda di halaman 1dari 30

Integrated Marketing

Communication
of
ICICI Bank Ltd.

Presented By:
Rahul Dutt Avasthy - 8
Ankit Jain - 23
Gaurav Saxena - 49
Agamdeep Singh – 59
Introduction

 India’s second largest bank


 614 branches and extension
counters
 2200 ATM’S
 Biggest private sector bank
in India
 Most valuable bank in India in
terms of market
capitalization
 Described by the competitors
and industry expert in one
word – “Aggressive”

Hum hain na!


Firsts in the Industry
 Introduced concept of branding in the Indian
banking industry
 Process, People and Physical evidence – brought to
life by ICICI
 Product Innovation
 Introduction of DSA’s
 Unleashed the power of the internet
 First bank to focus on retail banking as a driver for
growth
 Comprehensive data centre availability & data
protection solutions

Hum hain na!


Global Brand Ambassador:
Shah Rukh Khan

4
Focus areas of marketing effort

 Target marketing and customer


acquisition
 Share of wallet
 Channel strategy and management
 Relationship management and
database marketing
 Product development & innovation
 Credit approval

Hum hain na!


Basis for segmentation
 Occupation
Different products for different occupational
segment identified
 Income
Minimum balance serves as a income segment
barrier
 Geographical
Concentrated on Tier 1 & Tier 2 Cities trying to
extend reach
 Age
Different products like student account

Hum hain na!


Targeting
Differentiated
Marketing Strategy

 Tailors its marketing


campaigns to meet the
needs of its target
prospects
 Creates differentiated
product offering for
different segment
 Use of technology in
tracking customer
segment

Hum hain na!


Positioning
 Core proposition – ‘Hum hain na’ – trust, credibility, total
financial solution provider (brought about through its cross
selling effort)
 Modernization – process and physical evidence – technology as
the backbone and accelerator

Hum hain na!


Product Promotion
 Aimed at generating
sales Promotion
Strategy
 Communicates
product features and
benefits
 Mainly through print
media
 Point of purchase
promotion tools for
different products to Corporate Product
reach the relevant Branding Branding
customer segment

Hum hain na!


360 Degree Marketing
Ad Campaign – Safer. Simpler.
Smarter

11
Ad Campaign – Hum Hain Na

12
Latest Ad Campaign – Vishwas
hai to sab kuch hai

13
14
Public Relations
Purpose - To deliver communication that is uniform in its message
and yet customized for specific target audiences

Media relations
 Press conferences
 Press Releases
 1-1 interviews

 Investor relations

 Analyst relations

 Government relations

Hum hain na!


Print Ads

16
Outdoor Activities
‘Need to be seen…
everywhere!!’

 Events at corporate
campus
 Promotional material
at channel partner
outlets
 Billboards
 Signboards
 Kiosks in residential
and commercial
complexes

Hum hain na!


Awards & Events
 The ‘Emerging India
Awards recognize
and reward India's
most globally-
competitive SMEs
whose business
practices are at par
with global giants.

18
19
Other Initiatives
 In-film promotions – Baghban

 Co-Branding Initiatives
 Alliance with Amway India for launch of the
international credit card. The card will
enable Amway distributors to purchase
Amway products and earn and redeem
reward points
 Indian Railways Catering And Tourism
Development Corporation, in conjunction
with ICICI Bank, announced the launch of
mobile payments and ticketing system,
offering IRCTC customers to book railway
tickets via SMS and make payments
through their ICICI Bank accounts

Hum hain na!


21
Other Initiatives

 Cross brand associations - acquiring


databases of high net worth clientele of
lifestyle products : Tie-up with ‘Woven Hues’
 Young Stars Account – Promotion through
tie-up with Cartoon Network, and in-series
promotion through Tom & Jerry
 Seminars in partnership with media channels
Hum hain na!
23
Go Green Campaign
 Green Products & Services Green Engagement
 Green Communication Green Partners
Customer Education Series
ICICI Bank's communication strategy steered
towards
• customer education
• category development

The bank started the 'Safe Banking' series to


educate customers on best practices for
banking safely and the 'Customer Education'
series to educate customers on the details of
different products and offerings.

25
26
27
28
29
30