Marketing Mix: ICICI Bank

Topics: Marketing, Financial services, Bank Pages: 2 (312 words) Published: January 8, 2013
Assignment
Icici bank with 8p of service marketing

INTRODUCTION

ICICI BANK
ICICI Bank is India's second-largest bank with total assets of Rs. 4,736.47 billion at March 31, 2012 and profit after tax Rs. 64.65 billion (US$ 1,271 million) for the year ended March 31, 2012. The Bank has a network of 2,895 branches and 10,021 ATMs in India, and has a presence in 19 countries, including India.  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 specialized subsidiaries in the areas of investment banking, life and non-life insurance, venture capital and asset management. 

SERVICE MARKETING
The AMA defines services marketing as –
“Activities, benefits and satisfactions which are offered for sale or are provided in connection with the sale of goods.” Services are Intangible and not having any physical product. So the service cannot be touched, tasted or smelt. It can only be identified by feel of customer through the benefits and satisfaction. Services sector are known as territory sector. The service providing companies are which supports both the primary (Farming and Mining) and secondary sector (Manufacturing). Services can range from,

* Financial services provided by the banks
* Technology services provided by the IT Company
* Hospitality services provided by hotels and restaurants  Service marketing is dominated by the 8ps which is listed below * Product,
* Price, 
* Place,
* Promotion,
* People,
* Process  
* Physical evidence
* Productivity and quality
8ps of service marketing are comes from the classical 4ps of marketing mix.

8PS OF INTEGRATED SERVICE MANAGEMENT APPLIED TO ICICI BANK
PRODUCT MIX:
* Deposits
* Investments
* Anywhere Banking
* Loans
* Cards
* Demat Services
* Mobile Banking 
* NRI Services
Are the following...
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