Chapter 1 INTRODUCTION OF BANKING IN INDIA

Originated The word Bank is from the German word Bank which means heap or mound or joint stock fund. From this, the Italian word banco meaning heap of money was coined. The English meaning of bank is prevalent today, i.e., as an institution accepting money as deposits for lending. A bank is an institution, which deals in money and credit. Thus, bank is an intermediary, which handles other peoples money both for their advantage and to its own profit s but bank is merely a trader in money but also an important manufacturer of money. For a common person it may be just a storehouse where he may store his money; for a businessman it may be a financial institution and a day-to-day customer it may be an institution where he can deposit his savings. Bank plays an important role in the economy of any country as they hold the saving of the public. Provides a means of payment for the goods and services and provide necessary finance for the development of business and trade. Bank may also be defined as a financial institution that links the flow of funds from savers to the users. Bank is also defined as one who in ordinary course of business honors the cheques drawn upon him by person from and for whom he receives money on current accounts Banking means accepting for the purpose of lending or investment, of deposits of money from the public, repayable on demand or otherwise and withdraw able by cheques, drafts, order or otherwise. A banking company may be defined as any company which transacts the busin ess of banking . Customers Relationship Management, on the other hand, is an individualistic approach which concentrates on certain select customers from the homogeneous groups, and develops sustainable relationships with them for adding value to the bank. This may be termed as a "Selective" approach. Thus, bank marketing concept, whether "collective" approach or "selective" approach, is a fundamental recognition of the fact that banks need customer oriented approach. In other words, bank marketing is the design and delivery of

customer needed services worked out by keeping in view the corporate objectives of the bank and environmental constraints. Definition of Banking Regulation Act, 1949 : According to section 5 (B) of banking regulation act, 1949, Accepting, for the purpose of leading or the investment of deposit money from public, repayable on demand or otherwise on withdraw able by cheque, order or otherwise. Importance of Banking Banks collect money from various sources and provide necessary funds to individuals and government to carry out big projects in the field of industry and commerce. They also give advice and technical guidance in commercial industrial matters. Thus by mobilizing the savings of the nations, banks put it to productive use. Banks also play a vital role in maintaining the stability of price level in the country. They collect the savings of masses which, in the absence of banks, would have scattered and idle. Modern business and industry require two types of capital short term capital and long term capital. The gap between the production and realization of money is filled by the supply of short terms loans from the banks. The economic development of a country in the modern age can be judged from the efficiency of its banking system. A bank should be able to judge whether a particular type of trade or industry would be worth under taking. It should guide its customers in the best possible way this helps in putting the industry and commerce of a country on sound footings. Banks develop the habit of saving and in this way banks get large deposits, which helps effective supply of money. Direct or indirectly banks influence and control prices, wages and various other allied fields of economic development. Our banks play a vital role in maintaining the price level in the country by buying and selling the bills of exchange. They also provide safe deposit lockers facility to their customers. Thus, the role played by banks in the development of a county is very important.

BANKING SYSTEM INTRODUCTION

Bank safeguards money and valuable and provide loans, credit, and payment services such as checking accounts, money orders, and cashiers checks. Banks also may offer investment and insurance products, which they were once prohibited from selling. As a variety of models for cooperation and integration among finance industries have emerged, some of the traditional distinctions between banks, insurance companies, and securities firms have diminished. In spite of these changes, banks continue to maintain and perform their primary role accepting notes and lending funds from these deposits. There are several types of banks which differ in the number of services they provide and the clientele they serve. Although some of the differences between these types of banks have lessened as they begin to expand the range of products and services they offer, there are still key distinguishing traits.

DIFFERENT TYPES OF BANK COMMERCIAL BANK: IT dominates industry, offer full range of services for individuals, businesses and governments. These banks in a wide range of sizes, from large global banks to regional and community banks. GLOBAL BANKS: They are involved in international lending and foreign currency trading, in addition to the more typical banking services. REGIONAL BANKS: They have numerous branches and automated teller machines (ATM) locations throughout a multi-state that provide banking services to individuals. Banks have become more oriented toward MARKETING AND SALES. As a result, employees need to know about all types of products and services offered by banks. Community banks are based locally and offer more personal attention, which many individuals and small businesses prefer. However, many traditional banks have also expanded to offer online banking, and some formerly internet only banks are opting to open branches. SAVINGS BANKS: Savings and loan associations, sometimes called thrift institutions are the second largest group of depository institutions. They were first established as community. The structure of banking differs from country to country depending upon their economic conditions, political structure and financial system. Banks can be classified on the basis of operations, business pattern and areas of operations. They are termed as systems of banking. CORRESPONDENT BANKING: It is the system developed to remove the difficulties in unit banking systems. In this system unit banks are linked with bigger banks. The bigger banks, with which such deposits are so made, are called correspondent banks. Therefore correspondent banks are intermediaries through which all banks are linked with bigger banks in financial centers. This system is very common in international banking transactions. GROUP BANKING: It is a system in which two or more independently incorporated banks are brought under the control of holding company. The holding company may or may not be a banking company.

Under group banking the individuals banks may be unit banks or operating branches or a combination of the two. This system has developed in United States in 1990. It became popular and extensively developed in 1920.

Meaning of Marketing:
In the most simple and not-technical language marketing may be defined as a business function entrusted with the creation and satisfaction of customer to achieve the aims of business itself. According to Philip Kotler, marketing is a human activity directing at satisfying needs and wants through exchange process. Business aims at profit: 1. To realize profit, a sale has to be made. 2. To make the sale, a customer has to be created. 3. To retain the customer, he has to be satisfied. 4. To satisfy the customer, his needs have to be me. 5. To meet his needs, the product should conform to the requirements of the customer. The analysis exactly fits in to Druckers comment on the purpose of the business, i.e. to create a customer. This idea may be stretched a little further to structure the term marketing as one that is directly concerned with demand: its recognition, anticipation, creation. Stimulation and finally satisfaction. Thus marketing is, therefore, eyes and ears of the business. It is

responsible for keeping the business in close contact with its environment and informed of events that can influence its operations. Because of changing emphasis it is no easy task to define the term marketing. However, it may be defined as a social and managerial process by which individuals and groups obtain what they need and want through creating and exchanging products and value with others. It is concerned with identifying consumer needs and determining ways in which the organization is able to meet those needs in a profitable manner. In general, marketing activities are all those associated with identifying the particular wants and needs of a target market of customers, and then going about satisfying those customers better than the competitors? This involves doing market research on customers, analyzing their needs, and then making strategic decisions about product design, pricing, promotion and distribution.

DEFINITION OF

(1)According to William Stanton, marketing is a total system of business activities designed to plan, price, promote and distribute want satisfying products to target markets in order to achieve organizational objectives. (2)According to Philips kotler, marketing is a human activity directed at satisfying needs and wants through exchange process.

CHARACTERISTICS OF MARKETING: (1) Regular and continuous activity: marketing is a continuous activity in which goods and services are manufactured and distributed to the consumers. Assembling, grading, packaging, transportation, warehousing etc. are the activities which are supplementing marketing and are useful for the smooth conduct of the marketing operations.

(2) Satisfaction of human wants: marketing activities are basically for the satisfaction of consumer needs. Identification of consumer needs should be the starting point of marketing activities. (3) Relates to goods and services: marketing is concerned with the exchange of goods and services with the medium of money between the buyer and seller of the goods. (4) Transfer of ownership: marketing of goods brings transfer of ownership and services and facilities physical distribution production acts as a base of marketing. (5) Importance of 4ps: marketing is the sum total of product, price, promotion and physical distribution which are often termed as the 4ps of marketing. Large scale marketing is possible through appropriate combination of four Ps called the marketing mix.

Traditional Marketing- the Marketing Mix Marketing mix is a combination of tools and techniques with which a marketer has to meet the consumers in furthering his marketing objectives. The tools, as propounded by different authorities, are many, but traditionally they are the famous 4 Ps viz., Product, Price, Place and Promotion. Therefore, they constitute the tools of traditional marketing. THE CONCEPT OF MIX: Before the individual tools and techniques are discussed one point which needs emphasizing is that none of the tools are very useful in isolation. It is important, therefore, to think from the very beginning in terms of a judicious blend of the tools and techniques of marketing mix. Business executive is a decider, an artist a mixer of ingredients, who sometimes follows a recipe prepared by others, sometimes prepares his own recipe has he goes along, sometimes adapts a recipe to the ingredients immediately available and sometimes experiments with or invents no one else has tried". From the above statement, given by Prof. James Culliton in his study of manufacturers marketing cost, Prof. Neil H. Borden took a clue to describe the marketing executive as a mixer of ingredients one who is constantly engaged in fashioning creatively a mix of marketing procedures and policies in his efforts to produce a profitable enterprise. Thus the concept of marketing mix is evolved. It is needless to state that all products and services are not for all segments, all segments may not afford the same price, the same place may not be suitable for all segments for delivery of the products/service or the same promotional measure May not arouse same

level of confidence in all the customers. Therefore, the essence of traditional marketing lies in providing each group of customers a segment with a cost-effective mix of product, price, place and promotion most suits their needs.

7 PS OF MARKETING :

Marketing --Mix For Insurance Companies Theto best meet the needs of its targeted market. The Insurance business deals in selling services and therefore due weight-age in the formation of marketing mix for the Insurance business is needed. The marketing mix includes sub-mixes of the 7 P's of marketing i.e. the product, its price, place, promotion, people, process & physical attraction. The above mentioned 7 P's can be used for marketing of Insurance products and banking services, in the following manner:

1. PRODUCT : A product means what we produce. If we produce goods, it means tangible product and when we produce or generate services, it means intangible service product.

A product is both what a seller has to sell and a buyer has to buy. Thus, an Insurance company sells services and therefore services are their product. In India, the Life Insurance Corporation of India (LIC) and the General Insurance Corporation (GIC) are the two leading companies offering insurance services to the users. Apart from offering life insurance policies, they also offer underwriting and consulting services.

2. PRICING : With a view of influencing the target market or prospects the formulation of pricing strategy becomes significant. The pricing in insurance is in the form of premium rates. The three main factors used for determining the premium rates under a life insurance plan are mortality, expense and interest. The premium rates are revised if there are any significant changes in any of these factors. Mortality (deaths in a particular area) When deciding upon the pricing strategy the average rate of mortality is one of the main considerations. In a country like South Africa the threat to life is very important as it is played by host of diseases. Expenses: The cost of processing, commission to agents, reinsurance companies as well as registration are all incorporated into the cost of installments and premium sum and forms the integral part of the pricing strategy. Interest:The rate of interest is one of the major factors which determines people's willingness to invest in insurance. People would not be willing to put their funds to invest in insurance business if the interest rates provided by the banks or other financial instruments are much greater than the perceived returns from the insurance premiums.

3.PLACE : This component of the marketing mix is related to two important facets the insurance personnel, and ii) Locating a branch. The management of agents and insurance personnel is found significant with the viewpoint of maintaining the norms for offering the services. This is also to process the services to the end user in such a way that a gap between the services- promised and services -- offered is bridged over. In a majority of the service generating organizations, such a gap is found existent which has been instrumental in making i) Managing

worse the image problem. The transformation of potential policyholders to the actual policyholders is a difficult task that depends upon the professional excellence of the personnel. The agents and the rural career agents acting as a link, lack professionalism.

3. PROMOTION: The insurance services depend on effective promotional measures. In a country like India, the rate of illiteracy is very high and the rural economy has dominance in the national economy. It is essential to have both personal and impersonal promotion strategies. In promoting insurance business, the agents and the rural career agents play an important role. Due attention should be given in selecting the promotional tools for agents and rural career agents and even for the branch managers and front line staff. They also have to be given proper training in order to create impulse buying. Advertising and Publicity, organisation of conferences and seminars, incentive to policyholders are impersonal communication. Arranging Kirtans, exhibitions, participation in fairs and festivals, rural wall paintings and publicity drive through the mobile publicity van units would be effective in creating the impulse buying and the rural prospects would be easily transformed into actual policyholders.

5. PEOPLE : Understanding the customer better allows to design appropriate products. Being a service industry which involves a high level of people interaction, it is very important to use this resource efficiently in order to satisfy customers. Training, development and strong relationships with intermediaries are the key areas to be kept under consideration. Training the employees, use of IT for efficiency, both at the staff and agent level, is one of the important areas to look into. Human resources can be

developed through education, training and by psychological tests. Even incentives can inject efficiency and can motivate people for productive and qualitative work.

6. PROCESS: The process should be customer friendly in insurance industry. The speed and accuracy of payment is of great importance. The processing method should be easy and convenient to the customers. Installment schemes should be streamlined to cater to the

ever growing demands of the customers. IT & Data Warehousing will smoothen the process flow. IT will help in servicing large no. of customers efficiently and bring down overheads. Technology can either complement or supplement the channels of distribution cost effectively. It can also help to improve customer service levels. The use of data warehousing management and mining will help to find out the profitability and potential of various customers product segments.

A. Flow of activities: all the major activities of 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. B. Standardization: banks have 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. C. 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. D. Number of stores: numbers of steps are usually specified and a specific pattern is followed to minimize time taken. E. Simplicity: in 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.

7. PHYSICAL DISTRIBUTION: Distribution is a key determinant of success for all insurance companies. Today, the nationalized insurers have a large reach and presence in India. Building a distribution network is very expensive and time consuming. Technology will not replace a distribution network though it will offer advantages like better customer service. Finance companies and banks can emerge as an attractive distribution channel for insurance in India. In Netherlands, financial services firms provide an entire range of

products including bank accounts, motor, home and life insurance and pensions. In France, half of the life insurance sales are made through banks. In India also, banks hope to maximize expensive existing networks by selling a range of products. The physical evidences include signage, reports, punch lines, other tangibles, employees dress code etc. A. Tangibles: banks give pens, writing pads to the internal customers. Even the passbooks, chequebooks, etc reduce the inherent intangibility of services. B. 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. Banking marketing consists of identifying the most profitable markets now and in future, assessing the present and future needs of customers, setting business development goals, making plans-all in the context of changing environment.

SERVICES :

Meaning of Service
A service is an activity or benefit that one party can offer to another which is essentially intangible and does not result in the ownership of anything. Its production may or may not tie to a physical product. "Thus services are separately identifiable: essentially intangible activities which provide want satisfaction and that are not necessarily tied to the sale of a product or service. To produce a service may not require the use of tangible goods. However, when such use is required there is no transfer of title [permanent ownership] to those tangible goods." According to American Marketing Association, Services are the activities, benefits or satisfactions which are offered for sale or are provided in connection with the sale of goods. Services as defined in the clause (v) of section 2 of the MRTP Act mean service of any description which is made available to potential users and includes the provision of facilities in connection with banking, financing, insurance, transport, processing, supply of electrical or other energy boarding or lodging or both, entertainment amusement or purveying of news or other information but does not include the rendering of any service free of charge or under a contract of personal service. When a customer buys a service in the service market, he buys the time, knowledge, skill or resources of someone else who is

the provider or supplier of the service. The buyer receives only satisfaction or benefits from the activities of the provider who may be an individual, a firm or a company specializing in selling certain benefits or satisfaction.

CHARACTERISTICS OF SERVICES
Services have four important characteristics which make them so different from physical products.

INTANGIBILITY
The distinguishing feature of a service is its dominant intangible aspect. Some intangible features as listed by J. Batesonare: A service cannot be touched. Precise standardization is not possible. There is no ownership transfer. A service cannot be patented. Production and consumption are inseparable. There is no inventories of the services, and. The consumer is a part of production-process, so the delivery system must go to market or the customer must come to delivery system. Pre-testing the service is not possible as they cannot be seen, tasted, felt, heard and smelt before they are bought. When a prospective customer cannot experience the product in advance they are asked to buy what are essentially promises of satisfaction. The buyer has to have faith in the service-provider. Client's confidence in the service can be created by taking the help of celebrities, developing a brand name, increasing services tangibility, emphasizing services benefits rather than just describing its features.

INSEPARABILITY
A service cannot be separated from its provider. This is in direct contrast to a physical product, which exists whether or not its source is present. As the provider only can render the service(s), it limits the firm's scale of operation. To overcome this limitation the service provider can learn to work with larger groups, to work, faster or the service organization can train more service providers.

VARIABILITY In most cases human element is involved in providing service. Thus depending upon who provides them and when and where they are provided the quality of service is bound to vary. Standardization becomes a difficult task to achieve. So to ensure quality, service firms should take care to select proper personnel and give them adequate training for the work and should have a proper system to monitor customer satisfaction.

PERISHABILITY Services cannot be stored. So services not utilized are lost forever. Perish ability of service is not a problem as long as the demand for the same is steady. Number of service, providers (staff) can be planned in advance for expected demand. But it becomes a problem when it faces fluctuating demand. So, to overcome this problem, the service concerns should have proper product planning, pricing, and built-in flexibility in the organization. OWNERSHIP In the case of goods, after the completion of process, the goods are transferred in the name of the buyer and he becomes the owner of the goods. But in case of services, we do not find this. For e.g. a consumer can use hotel room or swimming pool, however the ownership remains with the providers. CLASSIFICATION OF SERVICES

There is wide variation in the nature of services rendered which makes it difficult to classify them in a particular manner. They can be classified from different angles. First, they may be people-based or equipment-based. People-based services are rendered by either professionals viz. doctors, Accountants, lawyers, skilled workers viz., plumber, carpenter or unskilled worker viz. Laborers, coolies etc. Equipment based services may be classified on the basis of amount of equipment used or nature of equipment used like automated equipment and equipments operated by skilled labour or relatively unskilled labour. Sometimes the equipment may add value to the services or it may exist to reduce the amount of labor needed. Second, the delivery of service may require the presence of client or may not. If delivery of service required the presence of client it demands something extra from the service provider to be alert and considerate of the client's needs. Third, the service can be classified on the basis of clients purchase motives. If the service meets a personal need it may be termed as personal service or if it meets a business need it may be termed as a business service. Fourth, on the basis of service providers motives (profit or non-profit) and form (private or public) services can be categorized into four types by taking two Characteristics at a time, i.e. private profit seeking, private charitable and similarly public profit seeking, public charitable. Finally, a classification can be made on the basis of the nature of services rendered. These may be financial (Banking, Insurance), medical, educational, personal transport, communication, storage, entertainment, consultancy etc. This may lead to creation of specialized service-industries as we have for physical products.

SERVICE MARKETING Introduction On the basis of survey of literature, an attempt has been made to trace the evolution of marketing, explain the marketing concept such as its meaning and definition, point out peculiarities of service marketing, and its relevance relationship of marketing to banking business, and growth of bank marketing. A brief account of bank marketing sense in India has also been attempted.

CONCEPT OF MARKETING An analysis of contemporary literature reveals clearly is conceptual variation in the use of the term marketing. They describe it as a function, an orientation or an attitude or a management science or technique. A closure analysis would reveal that marketing in fact conveys all of these and often more. An attempt is made here to trace the evolution of marketing and deal with all such concepts through which marketing has been viewed.

EVOLUTION OF MARKETING CONCEPT If we go back to the times before and after the nomads tried to settle down on the banks of rivers, we will find that there were no markets. This can be said as a self sufficient stage. Each family then was a self-sufficient unit as far as production and consumption were concerned. Barter system came into vogue giving rise to an exchange oriented stage. To facilitate this exchange process central market were developed. These developments laid the foundation stone of marketing. The term marketing has changed and evolved over a period of time, today marketing is based around providing continual benefits to the customer, these benefits will be provided and a transactional exchange will take place. With the change in the business environment there has also been a change in the areas of trust. Emergence of competition has gradually changed the seller s market in to buyers market. This period of transition has witnessed changes in the areas

of focus and angle from which marketing is viewed. There are five competing concepts on which marketing is based. They are:

Production Concept The production concept holds that consumers favor those products that are available and highly affordable. Where the demand of a product is more than its supply or where the product's cost is higher, it is natural that one will concentrate on finding ways to increase production to make the product available and affordable to consumers. Thus, the emphasis was on the production and manufacturing and making the process as efficient as possible, seeking to achieve the greatest output at the most economic levels of cost.

Product Concept The product concept holds that consumers favor those products that offer the quality, performance and features and therefore the organizations should devote its energy to making continuous product improvements. The product concept leads to marketing myopia because it presumes that customers will continue to buy the product as long as the quality of the product is good but it overlooks the fact that customers are interested in their need satisfaction not in the product. Any other unproved product of a competitor may satisfy the need of the customer better.

Selling Concept This concept was based on the idea that the customer will either not buy or not buy enough of the organizations products unless the organizations make effort, to stimulate customer's interest in their products. It was assumed that the products are sold-not bought. Under this approach, which dominated 1950s, the entire focus of organizations was shifted to gearing up their sales department. Their attitude was that the sales department has to sell whatever the organization produced.

BANK MARKETING
INTRODUCTION In recent years, the banking industry around the world has been undergoing a rapid transformation. In India also, the wave of deregulation of early 1990s has created competition and greater risk for banks and other financial intermediaries. The cross-border flows and entry of new players and products have forced banks to adjust the product-mix and undertake rapid changes in their processes and operations to remain competitive. Over the years, Indian banks have expanded to cover a large geographic & functional area to meet the developmental needs. They have been managing a world of information about customers - their profiles, location, etc. They have a close relationship with their customers and a good knowledge of their needs, requirements and cash positions. Though this offers them a unique advantage, they Face a fundamental problem. During the period of planned economic development, the bank products were bought in India and not sold. Marketing is a customer-oriented operation. What is needed is the effort on their part to improve their service image and exploit their large customer. Information base effectively to communicate product availability. Furthermore, banks need to have very strong in-house research and market intelligence units in order to face the future challenges of competition, especially customer retention. Marketing is a question of demand (customers) and supply (financial products & services, customer services through various delivery channels). Both demand and supply have to be understood in the context of geographic locations and competitor analysis to undertake focused marketing (advertising) efforts. Focusing on region-specific campaigns rather than national media campaigns would be a better strategy for a diverse country like India. Throughout much of the last decade, banks world-over have re-engineered their organizations to improve efficiency and move customers to lower cost, automated channels, such as ATMs and online banking but this need not be the case.

As it is proved by the experience, banks are now realizing that one of their best assets for building profitable customer relationships especially in a developing country like India is the branch-branches are in fact a key channel for customer retention and profit growth in rural and semi-urban set up. However, to maximize the value of this resource, our banks need to transform their branches from transaction processing centers into customer-centric service centers. This transformation would help them achieve bottom line business benefits by retaining the most profitable customers. Branches could also be used to inform and educate customers about other, more efficient channels, to advise on and sell new financial instruments like consumer loans, insurance products, mutual fund products, etc. We define bank marketing as Bank marketing is the aggregate of functions, directed at providing services to satisfy customers financial (and other related) needs and wants, more effectively and efficiently than the competitors keeping in view the organizational objectives of the bank.

CONCEPT OF BANK MARKETING

Marketing as it is viewed today is a way of managing a business so that each strategy is evolved with foreknowledge of the impact of such decision on the customer. Banks have broadly three dimensions, i.e., deposits, borrowings and other allied services. Anyone who interacts on any of these fronts is qualified to be a customer of a bank. Thus, a bank renders financial services as an intermediary. As it renders personalized services and the present emphasis in Marketing is customer satisfaction it will not be inappropriate here to observe that customer of a bank is king. Therefore bank marketing implies that it is the creation and delivery of financial services suitable to meet the customer's needs at a profit to the bank. The concept of bank marketing encompasses: Identifying the most profitable markets now and in future; Assessing the present and future needs of customers;

Setting business development goals and making plans to meet them; Managing the various services and promoting them to achieve the plans; Adapting to a changing environment in the market place. From the above discussion of the bank marketing it can be understood that the existence of the bank has little value without the existence of the customer. The key task of the bank is therefore not only to create and win more and more customer but also to retain them through effective customer service. Marketing as related to banking is to define an appropriate promise to a customer through a range of services (products) and also to ensure effective delivery through satisfaction. The actual satisfaction delivered to be a customer depends upon how the customer is interacted with. It goes on to emphasis that every employee from the topmost executive to junior most employee of the bank is marketer

ROLE OF MARKETING IN BANKING

Before starting our discussion it is necessary that we should know that what isthe definition of the bank and the marketing than we can easily understand thatrole the marketing in the banking sector.

BANK, ACCORDING TO THE HARBURT HURT A banker is one who in the ordinary course of businesshonors cheques drawn upon him by persons for whom herecieves money on current account

BANK, ACCORDING TO THE HARTLEY WITHERS A manufacurer of credit and a machine for facilitatingexchanges Banks play a vital role in every countrys economy. Because they daily involve in accuring funds andproviding loan to the individual persons, industry,corporate sector etc. Banks provide several types ofservices to their clients.

We all know well that now the era has changed andknow people want innovation in every thing so that is why mostly banks areusing the marketing approach for providing better services to their clients.

MARKETING DEFINED The aniticipation, management, and satisfaction of demandthrough the exchange process The marketing management philosophy that holds achieving organizationalgoals depends on knowing the needs and wants of target market and deliveringthe desired satisfactions better than competitiors. Now it is very crystal and clear that banking and marketing are two differentterminologies. Because banks provide the services so that is whybank use the service-marketing tool in the bankingindustry. Like this large numbers of businessorganizations offer services airlines, hotels,insurance, consulting firms, medical and lawpractices, entertainment companies, real estate firms,retailers & others so they also use service marketing. The banking industry faces some exceptional challenges when it comes tomarketing. The public tends to view banks and other financial institutions withsuspicion, or they take them for granted. In either case the ability to positivelyimpact the public's perceptions of banks requires creative and forthrightmarketing. Show me a successful business and I'll show you a marketing success story. Those companies who had the foresight to dominate their industries from thestart enjoy the greatest perk afforded to any marketing campaign, said perk being"Name-branding". To this day we make "Xerox" copies, not "photo" copies. Wereach for a "Kleenex" as opposed to a tissue. Regardless of what brand of popwe have in our refrigerator we offer up a "Coke". When our drains are cloggedwe discuss "Roto-rooting" them. Once your product or service becomessynonymous with a concept you are on your way to guaranteed growth! It

isworth noting that the companies I've mentioned continue to market, but they arein the luxury position of only having to purchase "maintenance" marketing. Whilecosting considerably less than their previous dominant posture, it keeps them inthe public mind. Does anyone with young children not have McDonald's menucommitted to memory? Yet McDonald's continues to run periodic campaigns forone reason - the competition is aggressively inviting you into their driveway. McDonald's is also a great example of specific target marketing. Whenever theyattempted to reach a more mature demographic through the introduction of"adult" fare, the campaigns fell flat. So they continue to market to there provendemographic, namely kids.

Hold on. We're talking about marketing banks. To becertain we are not selling hamburgers. Banks mustfocus on several things when marketing. They need toinstill confidence. They need to image themselves in amemorable way. They need to provide specificreasons for the public to move from their presentprovider to their institution. This can only beaccomplished when you reach beyond the obvious and focus on the criteria thatdistinguish you from the competition. We all know that banks provide checkingaccounts, make loans, provide safety deposit boxes, etc. But at some point intime there was a banking group who decided to open on Saturdays. Someoneinitiated the concept of free checking, 24 hour banking, and adding services suchas financial planning. And these trends were eventually mirrored by thecompetition out of necessity.

What are your strengths? What sets you apart from the competition? Your people?Yourservices?Your location(s)?All the above? I worked with apharmacy several years ago that was located in a town saturated withpharmacies. My advice to them was to ignore the obvious, prescription filling, andfocus their marketing on their unique features. They were the only pharmacy intown with a certain brand of vitamins and herbals, with a 5-minutecholesterol/blood sugar test, and with prescription flagging to notify their clients ofrenewal dates. By focusing their

marketing on these unique services they gavethe public specific reasons to shop with them. Prescription refills followednaturally. Take the time to determine what your unique features are. Brainstormwith ALL of your employees. Who knows? There might be an innovativemarketing mind sitting behind one of your drive-thru windows. Once you havecomplied a list of reasons to choose you over your competition, get the word out! The challenge now becomes how best tocommunicate your strengths to the public. Toaccomplish this in the most cost effective way youneed to determine what demographic will most benefitfrom the service(s), then purchase thosemediums that are more inclined to reach them. Whilemarketing is not an exact science, there are generalrules of thumb that are time tested. For example, the 50 + demographic havehabitually read a newspaper over a morning cup of coffee, while the youngerdemographics tend to rely on electronic mediums for their news. Radio andtelevision formats appeal to specific groups of consumers, and proper selectionis very important. Billboards provide a conscious and subconscious imprint ofyour name. My advice it to pick as many appropriate target mediums as you canafford and stick with them for no less than a year. Success is not instantaneous,but it can be lasting.

Bank Marketing, Financial Services Marketing Bank executives and marketers faced with ongoing challenges can make betterbusiness decisions with the help of software, data and analytic services from Mapping Analytics: 1. Who are my best customers and how can I keep them? 2. Where is the greatest market potential to find new customers? 3. What locations should I choose to expand our branch network? 4. Is our network of bank branches optimized for maximum performance? The answer to each of these questions depends in large part on geography andlocation. That means working with Mapping Analytics - experts in mapping

andanalysis since 1989 - makes sense. Many banks, both large and small, use ourservices to improve marketing and branch network decisions. We can help you in the following analytic areas:

BANK CUSTOMER SEGMENTATION ANALYSIS Gain a clear understanding of your customers. Mapping Analytics combines data from your customerinformation file with demographic and lifestyle datathat describes and predicts consumer behavior andbuying patterns. For banks with commercialcustomers, we segment by SIC codes and businessdemographics. By segmenting your customers into groups based on their type and behavior, youwill have a foundation for successful marketing, including targeted promotions,market expansion and branch network optimization.Learn more about customer profiling.

BRANCH TRADE AREA AND PERFORMANCE ANALYSIS

Using customer, product mix and transaction data, Mapping Analytics can helpyou construct accurate trade areas for existing branches and estimate tradeareas when evaluating new branches. Accurate trade areas based on actual customer behavior, rather thanapproximations based on mile rings or drive times, are essential to understandingbank branch performance. Mapping Analytics determines branch performance by comparing your bank'sproduct mix within its trade area to market penetration and share of wallet. Weuse commercially available market data in our analysis to score penetration,potential and share of wallet. You will be able to see the level of demand for yourproducts and services in any area. Analyzing branches according to their performance helps you make betterdecisions regarding product offerings and marketing campaigns. This analysisalso serves as

the foundation for optimizing your branch network and evaluatingpotential new branch locations.

BRANCH

NETWORK

OPTIMIZATION

&

NEW

BRANCH

EVALUATION:
Based on results of branch trade area and branchperformance analysis, Mapping Analytics will developa model you can use to evaluate any existing orpotential bank branch location - or your entire networkof branches. An analysis of your branch network also includes yourcandidate sites and competitor sites. It will help youdetermine which locations generate the greatest positive impact on your overallnetwork. A branch network analysis will help you answer the following questions:

new branches?

And, when opportunity arises for opening a new branch, you will be able toquickly determine how a potential site compares with existing sites and theimpact on your overall branch network.

CUSTOMER SERVICE
Customer service has been defined in many ways, but it will be better understood if we define it from the customers angle. Thus, customer service is the perception of a customer regarding the services he gets from his bank. As the human perception change from individual to individual and -within an individual from time to time, what is effective customer service today may be indifferent tomorrow and even a bad service the day after. This makes customer service a dynamic concept and a challenging job for the bankers.

BANKS IMPORTANCE OF CUSTOMER SERVICE IN

Bank is a commercial outfit marketing financial products. Its products are services offered by them. Services are performances. Production and consumption of services occur simultaneously. Therefore, the frontline people and their interaction with customers, thus everyday postures, gestures, actions, reactions, emotions, activities and impressions contribute significantly in projecting a particular image of the bank distinguishing it from the rest of the field.

Further customer service has a tremendous retention-value. If we can-not retain a customer, all our efforts in terms of time and money in creating and winning a customer would be a sheer waste. Besides, it is found that retaining customer is often cheaper than finding a new customer. In addition to that satisfied customers recommend the business to others. Thus a customer is viewed as a long-term relationship rather than a party to a stray single transaction. The initial transaction is taken as the starting point and opportunity to establish a relationship through providing total customer satisfaction, which in turn will ensure further business, from him. This is what we term as relationship banking. Qualitative customer service and total satisfaction forms the edifice of Relationship Banking.

CONCEPT OF CUSTOMER SATISFACTION

Satisfaction is a function of expectations about a product and its perceived performance. When perceived performance of a product/service matches or exceeds ones expectations of service quality satisfaction occurs and vice-versa. The service quality attributes in a banking contest are of two types.

First the product per se attributes like interest charges, accuracy of entries and reliability etc. Second, psychological attributes like recognition as important customer, personal favor by the staff etc. As per product per se attributes, if a bank fails to meet them,

it causes dissatisfaction. But, if bank meets them, they are treated as routine jobs that any bank, would have performed. Thus absence of such factors causes dissatisfaction while their presence would only avoid dissatisfaction. They, by themselves, would not motivate a customer any further than the present level. Therefore, these attributes are treated as maintainers. On the other hand, if a bank fails to meet expectations in the area of personnel related psychological factors, it may not result in dissatisfaction but their satisfaction will result in high motivation and elation on the part of the customer. Therefore, these attributes are treated as motivators. Thus for a customer to be totally satisfied, first there should be satisfaction with respect to product per se attributes then, in addition, he should get favorable treatment by the staff and the service should be delivered with a human touch.

CUSTOMER SERVICE IN INDIAN BANKS

Customer service in Indian banks does not have a good track record. The reasons are many. Before nationalization banks were serving to the upper and middle strata of the society and Banker. Customer relationship was based on the principle of uberrimfidae. After nationalization they were directed to expand and enlarge their field of activities at an unprecedented pace which, in the absence of or meager direct recruitment resulted in vertical movement of staff who were inexperienced and deficient in knowledge to handle diverse activities. In the wake of emerging interbank competition and shift in focus to business growth the accounting accuracy and the standard of customer service was diluted. The worst damage was done to customer service by the creation of employees unions. Bank management had to compromise; at times, even on principle, in the hope of maintaining industrial peace. Labor laws governing the industry provided rather unqualified protection to employees and it became virtually difficult for management to take action even in cases of extreme indiscipline and dereliction of duty. Poor customer service was a natural corollary to this atmosphere of permissiveness prevailing in the banking industry.

Which became a matter of great concern for the Government, RBI and the Banks alike? As early as in 1972, the Banking commission, appointed by the Government of India under the chairmanship of Sri R.G. Saraiya, had made several recommendations on customer service. In the year 1975, the Government appointed a working group on customer service in banks under the chairmanship of Sri R.K. Talwar. This working group made 176 recommendations covering all the important areas relating toCustomer service besides some general,

recommendations. Some important recommendations of the Talwar Committee that have been implemented are: 1. Establishment of customer service committee/staff committee in the every ranch. 2. Customer meets to be held at the branches at least once in a half year. 3.15th of every month (next day if 15th is a holiday) to be observed as customer s day at branches and administrative offices. 4. Provision of complaint-cum-suggestion box in every branch. 5. Provision of May I help you counter in branches. 6. Immediate credit of cheques up to Rs.2, 500 which has since been increased to Rs.15,000. 7. Payment of penal interest in case of delay of collection of cheques.

During the eighties, greater importance was given to the redressal of grievances of customers. The government and the RBI, to redress the grievances took several steps such as setting up of Customer Service Committees, Customer Service Centers in various cities, Directorate of Public Grievances under the Cabinet Secretariat, etc., as also in the observance of Customers Day. The year 1986 was celebrated by the public sector banks as customer service year. The Year 1988 witnessed further improvement in customer service with the Implementation of recommendation of the Estimates Committee. In the year 1991 Goiporia Committee was appointed to look in to the customer service.

In the year 1995 as a landmark event in the Indian banking history Banking Ombudsman was established by RBI with objective of resolving customer grievances relating to provision of banking services in a quick and inexpensive manner. Another important development was in the area of mechanization and Computerization.

Despite all these measures devised and adopted by banks, either expectations of a customer from his bank have gone up or banks have failed to deliver the services in a customer satisfying manner, the criticism for poor customer service still remains. Hence, there is an urgent need for the banks to re-look at all the attempts made so far by them in improving customer service.

ICICI BANK
ICICI Bank is India's second-largest bank with total assets of Rest. 3,997.95 billion (US$ 100 billion) at March 31, 2008 and profit after tax of Rest. 41.58 billion for the year ended March 31, 2008. ICICI Bank is second amongst all the companies listed on the Indian stock exchanges in terms of free float market capitalization*. The Bank has a network of about 1,308 branches and 3,950 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 specialized 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 Unites 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 Bank's 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).

INTRODUCTION

ICICI Bank (formerly Industrial Credit and Investment Corporation of India) is India's largest private sector bank in market capitalization and second largest overall in terms of assets. ICICI Bank has total assets of about USD 79 Billion (end-Mar 2007), a network of over 950 branches and offices, about 3500 ATMs, and 24 million customers (as of end July '07). 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 and affiliates in the areas of investment banking, life and non-life insurance, venture capital and asset management. ICICI Bank's equity shares are listed in India on stock exchanges at Kolkata and Vadodara, the Stock Exchange, Mumbai and the National Stock Exchange of India Limited and its 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. ICICI's 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 Bank's 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.

About ICICI Bank

ICICI was established by the Government of India in the 1960s as a Financial Institution (FI, other such institutions were IDBI and SIDBI with the objective to finance large industrial projects. ICICI was not a bank - it could not take retail deposits; and nor was it required to comply with Indian banking requirements for liquid reserves. All this changed in 1990s. ICICI founded a separate legal entity ICICIBank which undertook normal banking operations - taking deposits, credit cards, car loans etc. The experiment was so successful that ICICI merged into ICICI Bank ("reverse merger") in 2002. At the time of the reverse merger, there were rumors that ICICI had large proportions of Non-Performing Loans ("NPA", as they are known in India) on its books - in particular to the steel industry. Since 2002, there has been a general revival in Indian industry (and metal based industry in particular). It is widely believed that the proportion of NPAs has come down to

prudent levels (even if it were high earlier). ICICI Bank now has the largest market share among all banks in retail or consumer financing. ICICI Bank is the largest issuer of credit cards in India.

It was the first bank to offer a wide network of ATM's and has a large network of ATM's. ICICI Bank now has the largest market value of all banks in India, and is widely seen as a sophisticated bank able to take on many global banks in the Indian market. The Bank is expanding in overseas markets and has the largest international balance sheet among Indian banks. The international banking business was set up in 2002 to implement a focused strategy for the overseas market. The Bank now has wholly-owned subsidiaries, branches and representatives offices in 18 countries, including an offshore unit in Mumbai. This includes wholly owned subsidiaries in UK, Canada and Russia, offshore banking units in Singapore and Bahrain; advisory branch in Dubai, branches in Sri Lanka, Hong Kong and Belgium; and rep offices in the US, China, United Arab Emirates, Bangladesh, South Africa, Indonesia, Thailand and Malaysia. The bank is targeting the NRI (Non Resident Indian) population for expanding its business.

SOCIAL AND DEVELOPMENTAL INITIATIVES

Rural Thrust: ICICI Bank has identified rural as one of the major areas of growth. It is creating holistic propositions to address this opportunity. ICICI Bank has formulated a comprehensive strategy for rural, micro-banking and agro business encompassing a range of products and multiple delivery channels. The objective is to meet the needs of the rural economy while building a sustainable business model. The range of products comprises six primary credit products micro finance loans, farmer financing, working capital financing for agro-enterprises, farm equipment financing, commodity based financing and jewel loans as well as savings investments and insurance products.

1. SUSTAINABLE DEVELOPMENT:
The bank operates and supports a diverse range of social projects in the areas of primary education, healthcare, micro-finance, environment, research & bio technology, finance & development. ICICI Banks work in the area of development aims at facilitating wider participation by Indias poorer communities in social and economic process. Its efforts are broadly divided into two spheres partnership based development initiatives and market-based direct initiatives. For those initiatives that seek to make a broader impact on society, ICICI Bank s strategy has been to identify partners and work with them to build competencies and effectiveness on the field. The Bank has taken a more market-based direct approach for those initiatives that directly impact the economic well-being of individuals.

2. FINANCIAL COUNSELING: ICICI Bank setup the DISHA Trust in April 2007 as part of ICICI Bank s Corporate Social Responsibility activity. Its main objectives are to provide free credit counseling, financial education and debt management services to consumers and to increase awareness about financial products and services, thus promoting better understanding and decision making. With centers around the country, DISHA Financial Counseling provides its services FREE of cost to all customers, even to those of other banks.

IMPORTANCE of CUSTOMER SERVICE IN ICICI BANK Bank is a commercial institution of outfit marketing financial products. Service performances, production and consumption of services occur simultaneously. Therefore, the frontline people and their interaction with customers, thus everyday postures, gestures, actions, reactions, emotions, activities and impressions contribute significantly in projecting a particular image of the bank distinguishing it from the rest of the field.

Further customer service has a tremendous retention-value. If we cannot retain a customer, all our efforts in terms of time and money in creating and winning a customer would be a sheer waste. Besides, it is found that retaining customer is often cheaper than finding a new customer. In addition to that satisfied customers recommended the business to others. Thus a customer is viewed as a long-term relationship rather than a party to a stray single transaction. The initial transaction is taken as the starting point and opportunity to establish a relationship through providing total customer satisfaction, which in turn will ensure further business, from him. This is what we term as relationship banking. Qualitative customer service and total satisfaction forms the edifice of Relationship Banking.

CONCEPT OF CUSTOMER SATISFACTION

Satisfaction is a function of expectations about a product and its perceived performance. When perceived performance of a product/service matches or exceeds ones expectations of service quality satisfaction occurs satisfaction occurs and vice versa. The service quality attributes in a banking context are of two types.

First the product per se attributes like interest charges, accuracy of entries and reliability etc. Second, psychological attributes like recognition as important customer, personal favors by the staff etc. As per product per se attributes, if a bank fails to meet them, it causes dissatisfaction. But, if bank meets them, they are treated as routine jobs that any bank would have performed. Thus absence of such factors causes dissatisfaction while their presence would only avoid dissatisfaction. They, by themselves, would not motivate a customer any further than the present level. Therefore, these attributes are treated as maintainers. On the other hand, if a bank fails to meet expectations in the area of personnel related psychological factors, it may not result in dissatisfaction but their satisfaction will result in high motivation and election on the part of the customer. Therefore these attributes are treated as motivators.

Thus for a customer to be totally satisfied, first there should be satisfaction with respect to product per se attributes then , in addition, he should get favorable treatment by the staff and the service should be delivered with a human touch

PRODUCTS AND SERVICES OF ICICI BANK

1. PERSONAL BANKING:

ICICI Bank offers wide variety of Deposit Products to suit your requirements. Coupled with convenience of networked branches/ ATMs and facility of Echannels like Internet and Mobile Banking, ICICI Bank brings banking at your doorstep.

SAVING ACCOUNTS ICICI Bank offers you a power packed Savings Account with a host of convenient features and banking channels to transact through. So now you can bank at your convenience, without the stress of waiting in queues.

LIFE PLUS SENIOR CITIZEN SERVICE We understand that as you reach the age to retire, you do have certain concerns. Whether your hard earned money is safe and secure whether your investments give you the kind of returns that you need. That's why we have an ideal Banking Service for those who are 60 years and above. The Senior Citizen Services from ICICI Bank has several advantages that are tailored to bring more convenience and enjoyment in your life.

YOUNG STARS It's 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.

ICICI Bank offers wide variety of Loans Products to suit your requirements. Coupled with convenience of networked branches/ ATMs and facility of Echannels like Internet and Mobile Banking, ICICI Bank brings banking at yourdoorstep. Select any of our loan product and provide your details online and our representative will contact u.

Home loans
The No. 1 Home Loans Provider in the country, ICICI Bank Home Loans offers some unbeatable benefits to its customers - Doorstep Service, Simplified Documentation and Guidance throughout the Process. It's really easy! PERSONAL LOAN If you're looking for a personal loan that's easy to get, your search ends here. ICICI Bank Personal Loans are easy to get and absolutely hassle free. With minimum documentation you can now secure a loan for an amount up to Rest. 15 lakhs

CAR LOAN

They are the no. 1 financier for car loans in the country. Network of more than 2500 channel partners in over 1000 locations.Tie-ups with all leading automobile manufacturers to ensure the best deals.Flexible schemes & quick

processing.Hassle-free application process on the click of a mouse.

2. Services er base of over 11.5 lacs account holders. In our continueavor to offer best of the class services to our customers we offer the following features: ns: You can transfer securities 24 hours a day, 7 days a week through Internet & Interactive Voice Response (IVR) at a lower cost. Now with "Speak to transfer", you can also transfer or pledge instructions through our customer care officer. 2. Consolidation Demat Account: Dematerialize your physical shares in various holding patterns and consolidate all such scattered holdings into your primary Demat account at reduced cost. 3. Digitally Signed Statement: Receive your account statement and bill by email. 4. Corporate Benefit Tracking: Track your dividend, interest, bonus through your account statement. 5. Mobile Request: Access your demat account by sending SMS to enquire about Holdings, Transactions, Bill & ISIN details. 6. Mobile Alerts: Receive SMS alerts for all debits/credits as well as for any request which cannot be processed. Dedicated customer care executives specially trained at our call centre, to handle all your queries. Countrywide network of over 235 branches, you are never far from an ICICI Bank Demat Services outlet. You will find service charges very competitive - offering the best value for your money.

3. ATM SERVICES ICICI Bank's 24 Hour ATM network is one of the largest and most widespread ATM Network in India. Our ATMs are located in commercial areas, residential localities, major petrol pumps, airports, near railway stations and other places which are conveniently accessible to our customers. ICICI Bank ATMs features user-friendly Graphic screens with easy to follow instructions. We have introduced ATMs which interact with customers in their local language for increased convenience. Following are the features available on our ATMs, which can be accessed from anywhere at any time.

SERVICE FOR ATMs: 1. Cash Withdrawal: Withdraw up to Rest. 25,000/- per day from your account (50,000 for HNI's). Fast Cash option provides the facility of withdrawing prefixed amounts. Ultra-Fast Cash option allows you to withdraw Rs.3000/- in one shot. 2. Balance Enquiry: Know your ledger balance and available balance 3. Mini Statement: Get a printout of your last 8 transactions and your current balance. 4. Deposit Cash / Cheques: Available at all full function ATMs, Customers can deposit both cash and cheques. Cash deposited in ATMs will be credited to the account on the same day (provided cash is deposited before the clearing) and cheques are sent for clearing on the next working day. 5. Funds Transfer: Transfer funds from one account to another linked account in the same branch. 6. PIN Change: Change the Personal Identification Number (PIN) of ATM or Debit card. 7. Payments: The latest feature of our ATMs, this functionality can be used for payment of bills, making donations to temples / trusts, buying internet packs, airtime recharges for prepaid mobile phones and much more... 8. Others: Request for a checkbook from our ATMs and our concerned branch will dispatch it such that it reaches you within 10 working days. 9. Charges: There is no charge levied on ICICI Bank customers for transacting on ICICI Bank's ATMs. However for customers not maintaining the minimum quarterly average balance in their savings account, first 6 transactions in the quarter will be free and Rest. 25 per transaction will be charged thereafter.

4. CARDS ICICI Bank offers a variety of cards to suit your different transactional needs. Our range includes Credit Cards, Debit Cards and Prepaid cards. These cards offer you convenience for your financial transactions like cash withdrawal, shopping and

travel. These cards are widely accepted both in India and abroad. ICICI Bank Credit Cards give you the facility of cash, convenience and a range of benefits, anywhere in the world. These benefits range from life time free cards, insurance benefits, global emergency assistance service, discounts, utility payments, travel discounts and much more. 5. Mutual Funds A Mutual fund is an organization that invests in a diversified portfolio of financial securities on behalf of a pool of subscribers to its schemes. These securities can be in the form of equity, debt instruments, money market instruments etc., or a mix of these securities, depending on the scheme objectives. Savings on transaction costs As purchases and sales are done in bigger quantities, the funds also get the advantages of lesser brokerage and other reduced transaction costs.

Tax Advantages In India these funds become even more attractive because of the tax advantages, like indexation benefits, long term capital gains tax, tax free dividends and much more. The banks meet customers needs ICICI BANK believe that everyone has specific needs are priorities. Your needs could vary from buying a house, getting your daughter married to providing for your childs education. You might even want to travel the world. All your needs are very important for us. We can help to fulfill your needs to reality by helping you select schemes, which would be consonance with your needs. Building an Investment Culture

It would be our constant endeavor to inculcate saving and organized investing habits in you. We will help you plan your investments and build a healthy mutual

fund portfolio, which would be an optimal solution for your needs. Cultivating an investment culture will not only help you but also your family. The bank will keep customers updated

A newsletter, which will keep you, informed of the latest happenings in the stock markets, economy and important events, apart from giving you the NAV and other relevant information about your schemes will be sent you every month. Latest NAV of the schemes can also be found out from our various branches. The bank can be customers One Stop Financial Solution Apart from subscribing to Mutual fund schemes through us, you can also take advantage of our banking services and a whole range of financial products. Like ATM card, credit card, personal loan products, depository services, loan against units/shares etc. and see your financial needs satisfied under one roof.

6. Online Services BILL PAYMENT No more hassles of personally visiting the Biller to pay the bills. Pay your bills for Utility Companies (Electricity and Telephone), ICICI Bank Credit Card, Mobile bills, Insurance Premiums and lot more. Avail our free bill payment services through your Internet Banking Account. Why be in line, when you can be ONLINE?

SHOPPING shopping at your fingertips. ICICI Bank facilitates you to buy variety of products online from more than 75 shopping websites. Payment can be made conveniently using your ICICI Bank Account. Visit our partner websites, choose your product and pay using Internet Banking Facility.

With ICICI Bank you need not visit Train/ Air ticket booking reservation centers any more. You can now buy your tickets online and pay using our Internet Banking Facility. You can book your Railway Tickets on IRCTC and air tickets on Air Deccan.

-UP Recharge your Prepaid Mobile anytime, anywhere in just a few minutes by logging into Internet Banking on ICICIBank.com or by sending a simple SMS. The fastest & easiest way to recharge your prepaid mobile is now at your fingertips!

Trade in Securities Market Online through the unique 3-in-1 account that integrates your banking, broking and demat accounts. You can also invest online in Mutual Funds, Initial Public Offers of the Companies and Postal Savings Schemes through www.icicidirect.com.

IMPACT OF SERVICES ICICI Bank Services leaves positive impact on customers ICICI Bank Services leaves positive impact on customers. Recently announced that ICICI Bank s online services continue to receive positive feedback from customers during the holiday season by helping them to conduct transactions at their own convenience even when they are on holiday abroad. ICICI bank services allow customers to automatically pay their bills when it is due; renew their savings as well as current balance automatically or manually through their mobile, along with access to many other services that are available on-line i.e. www.icicibank.com or 24*7 help lines or off-line i.e. bank branches. Customers can easily manage their account through the online services; check the value and details of their bills make payments online, recharge their bank account and carry out many transactions quickly and safely at any time with one single click or can simply by visiting any nearest ICICI Bank Branchs Offices. Commenting on this, the manager, said: Since ICICI Bank launched Online Services, ICICI Bank have developed them to become one of the most state-of-the art and convenient services for their customers. Today, more than 350.000 customers use these services and carry out 1.5 million transactions every year.

It currently provides a number of services. These include bill payment, renewing and recharging mobile by using the credit card or from bank accounts, shopping online, purchasing gold, investing in mutual fund or in share market etc.

Some services are implemented automatically without customer involvement such as paying bills when it is due through two payment alternatives either total payments to previously specified accounts, or monthly fixed payment from registered date chosen by the customers credit card. These transactions can be carried out very accurately online with the additional advantage of 10% extra credit. Customers can apply for these services on www.icicibank.com. Customers will receive an SMS to confirm all transactions to maintain maximum convenience and ensure the highest standards of services. To avoid interruption of services, customers will receive an SMS to inform them that they do not have enough balance to cover required transactions so that they can use another credit card or use other means of payment.

(Mobile pay) service is implemented only when needed by using the mobile phone. It allows customers to pay their bills or recharge their account using their handset .Customers can simply apply for these services on www. Icicibank.com online and choose any alternative. ICICI banks services are extremely secure as they are protected by 3D secure system for online payments which is developed by Visa and MasterCard who are the leaders in issuing cards. This ensures the best protection without any additional cost credit.

10 PS OF MARKETING FOR ICICI BANK MARKETING OF SERVICES BY ICICI BANK: PRODUCT MIX:

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.o 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.

o Young Stars: It's 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.

o Fixed Deposits: Safety, Flexibility, Liquidity and Returns!!!! A combination of unbeatable features of the Fixed Deposit from ICICI Bank.

o 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.

Along with Deposit products and Loan offerings, ICICI Bank assists you to manage your finances by providing various investment options such as: o ICICI Bank Tax Saving Bonds. o Government of India Bonds. o Investment in Mutual Funds. o Initial Public Offers by Corporate. o Investment in "Pure Gold". o Foreign Exchange Services. o Senior Citizens Savings Scheme, 2004.

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.

o Home Loans. o Personal Loans. o Car Loans. o Two Wheeler Loans. o Commercial Vehicle Loans. o Loans against Securities. o Farm Equipment Loans. o Construction Equipment Loans. o Office Equipment Loans.

o Medical Equipment.

o Credit Card. o Debit cum ATM Card. o Travel Card.

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: o Digitally signed transaction statement by e-mail. o Corporate benefit tracking. o 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. o Dedicated specially trained customer care executives at their call centre, to handle all queries.

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.

NRI SERVICES: ONLINE MONEY TRANSFER facility available to NRIs worldwide through www.money2India.com at the click of a button!

Benefits: o FREE Money transfers into accounts with over 30 banks in India o Demand Drafts issued and payable at over 1250 locations in India o ONLINE Tracking of the status of your funds o SUPERIOR Exchange rates o OFFLINE MONEY TRANSFER facility is also available across geographies through banks.

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--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.

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. For example: LOCATION OF BRANCH OF ICICI BANK: Shivam Shopping Centre, S.V.Road, Opp.New Era Cinema, Malad (W), Mumbai.

LOCATION OF ATMS: Malad subway With branch Mind space Orlem Rahejatownship

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 a 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:

: Television, radio, movies, theatres

: road shows, campus visits, sandwich man, Sponsorship

-sale (selling at competitors place), personalized service.

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. o 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.

o 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.

o NUMBER OF STEPS: numbers of steps are usually specified and a specific pattern is followed to minimize time taken.

o 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.

o 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:

The physical evidences also include signage, reports, punch lines, other tangibles, employees dress code etc.

o SIGNAGE: Each And Every Bank has its logo by which a person can identify the company. Thus such signage is significant for creating visualization and corporate identity. o FINANCIAL REPORTS: The Companys financial reports are issued to the customers to emphasis or credibility.

o TANGIBLES: Bank gives pens, writing pads to the internal customers. Even the passbooks, cheque books, etc. reduce the inherent intangibility of services.

o 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.

o EMPLOYEES DRESS CODE: ICICI bank follows a dress code for their internal customers. This helps the customers to feel the ease and comfort.

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 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 meet it. Therefore, investing in people quality in service business means investing in product quality.

POSITION process is 'positioning.' Positioning is undoubtedly one of the simplest and most useful tools to marketers. After segmenting a market and then targeting a consumer, icici bank would proceed to position a product within that market. The term 'positioning' refers to the consumer's perception of a product or service in relation to its competitors. You need to ask yourself, what is the position of the product in the mind of the consumer?

SIX-STEP QUESTION FRAMEWORK FOR SUCCESSFUL POSITIONING: 1. What position do you currently own? 2. What position do you want to own? 3. Whom you have to defeat to own the position you want. 4. Do you have the resources to do it? 5. Can you persist until you get there? 6. Are you tactics supporting the positioning objective you set?

PERCEPTION:

As perception differs from person to person, so do the results of the positioning map e.g. what you perceive as quality, value for money, etc., is different to my perception. However, there will be similarities. Products or services are 'mapped' together on a 'positioning map'. This allows them to be compared and contrasted in relation to each other. This is the main strength of this tool. Marketers decide upon a competitive position which enables them to distinguish their own products from the offerings of their competition.

PLANNING: Marketing plans are vital to marketing success. They help to focus the mind of companies and marketing teams on the process of marketing i.e. what is going to

be achieved and how we intend to do it. There are many approaches to marketing plans. ICICI bank has focused upon the key stages of the plan. It is contained under the popular acronym ASOT.

PLANNING

TRENDS IN ICICI BANK India's Largest Private Sector Bank, ICICI Bank, Enables Customers to Wirelessly Manage their... ICICI Bank, India's largest private sector bank, has contracted with Air2Web India to use their Mobile Internet Platform to provide ICICI Bank customers with wireless access to their banking and credit card accounts. "Our new wireless applications are going to help customers better manage their checking and credit card accounts by allowing them to receive and request pertinent information anytime, anywhere via their digital cell phone," said Ms. ChandaKochhar, Executive Director of ICICI Bank. "With this wireless service, our customers can keep track of their account balances, as well as request details on how to pay credit card balances, confirm when they have been paid, and receive banking and credit card statements. We feel this value added service will improve our customer service offering." "ICICI Bank has developed a wireless application which enables their customers to get their banking and credit card account information when and where they want it and from their most common wireless device, their digital cell phone," said Sanjoy Malik, President and CEO of Air2Web India. "ICICI Bank has always been known for its use of cutting edge technology. So, it is no surprise that they are launching one of the first wireless banking products to not only

incorporate automated notifications of balances of both your credit card and bank accounts, but one that also allows customers to pull timely account information. This new wireless service gives ICICI Bank customers substantially more control and flexibility over their accounts, thus enhancing their customers' experience and another added value which sets ICICI Bank apart from its competitors." Air2Web's Mobile Internet Platform provides businesses with a competitive edge enabling its customers to wirelessly access critical back-end information residing in existing CRM, ERP, SFA or SCM systems. Information can be accessed across any network and with any carrier and via any digital wireless device including Short Message Service (SMS) and web-enabled phones, personal digital assistant devices (PDAs), and pagers. Air2Web's ability to work with multiple data and audio formats streamlines integration with existing applications. The ICICI Bank Credit Cards was launched in January 2000 with three variants Solid Gold, Sterling Silver and True Blue. The card is now available in 36 cities across India. The customer base is over 6.5 million.

QUESTIONNAIRE 1. 2. 3. 4. Can you briefly explain something about Bank Marketing? In the field of marketing where does your bank stand? What types of product and services provided by your bank? What actions you have taken for marketing your various products and services? 5. In banking sector who are your competitors? 6. What are your future strategies to attract your customers? 7. Do you think that in marketing area your bank has to improve? 8. What respond did you got from your newly trends services from your customers? 9. Is the customer is satisfy with services provided by the bank? 10. What are social and development initiatives taken by icici bank?

DEVELOPMENT IN MARKETING SCOPE AT THE ASPECT OF SERVICEMARKETING Marketing scope develops day to day. These developments carry special significance for service sector in which customer and service producer interact closely.

INTERNAL MARKETING Especially in service sector like external relations, internal relations also have significance. It requires finding and keeping successful personnel.For personnel of the organization to be considered their own goals and servicesituation, values of the organization are sold to them. The communication techniques carriedout for customers are also performed for the personnel in internal marketing and this two techniques go together. For example, the ads that aim creating firms image should beprepared with regarding to audience which is composed of firms personnel.

NETWORK MARKETING This approach takes the organization as a sequence which involves producer and customer that market services to each other in the organization. In this structure, the activitiesof departments that compose organization would be more focused on market. This will alsoaffect the structure of organization.

RELATIONSHIP MARKETING It was mentioned that close relationship was established between producer and customer in service sector. In addition to this, life cycle of a customer relationship was alsomentioned under the product outline.According to the researchers, maintaining the relationship for extant customerincreases the profit of firms. It should be emphasized that this fact has an importance for service sector. Life cycle of a customer relationship is composed of three stages. At the first stage,firms try to be well known and to acquire new customers. At the second stage, the connectionbetween customer and firm has been achieved. During the stage, firms

intensified theiractivities on acquired customers and both of them promises mutually. At the third stage, thesepromises are accomplished and the service is consumed. During the stage, firms face Reality Instants which could possibly achieve satisfaction of customer and continuous relationship.

This could be also true for second stage. So, these instants should be managed successfully.Implementation of close relations with customer successively and true applications atreality instants could not be accomplished by responsibilities of a marketing personnel.Besides, it should be remembered that consumption and production of service are closelyinterrelated. At this context, marketing should have role not only in production-consumptionbetween instants, but also at points that these intersect. In this case, 4P that was mentioned atsecond section would be insufficient. So, we could divide service marketing into two parts asspecialist function (marketing mix, marketing researches) and marketing function (buyersellerinteractions) Efforts in first stage in which customers are not so clear, at the customer relationship life cycle could be minimized for lasting customers. This is achieved by successful customer relations. In this approach, marketing may be defined as; Marketing is for establishing, keeping, developing relationship with customers in a manner that profit is got (especially inlong term). So, objectives of two relevant sides would be achieved. This would be accomplished by shared promises and carrying out the promises.

TYPES OF MARKETING

INTERNAL MARKETING The concept of internal marketing as propounded by Prof. Leonard L. Berry of Texas A&M University of U.S.A. presumes the bank employees as its internal customers and jobs offered to them as products. So effort should be made to offer a product mix that satisfies the needs and wants of these internal customers. The same marketing tools which are used to attract and retain customers (external) can gainfully be used to attract, retain and inspire the employees (internal customers.), particularly the best among them. The logic behind such type of thinking can be attributed to following facts. Customers buy products and services of the bank exchanging their financial resources. Similarly employees also buy jobs of the bank exchanging the human resource. As both are drawn from the same society the exchange process is found to be similar in many respects. It may be argued that in Indian context, a customer may have a better and wider option to change banks but employees do not have such opportunity. In future, it is expected that the liberalized scenario may provide, the best of the employees, with such opportunity. But one thing for sure is that it remains the discretion of the employee to give his best or not. In a financial industry like banks the product differential and price competition is almost nil or the distinctiveness is difficult to maintain. The only area where a distinctive- ness can be maintained is the quality of human resource. Further, banks provide services and services by their nature are inseparable from the provider. In this context the bank employees who provide these services assume paramount importance. How far and to what extent the quality level of their performance would reach is solely the discretion of the employee. As a satisfied employee can deliver total satisfaction to a customer, it becomes important for banks to satisfy the needs and wants of its employees on priority basis. These activities can be further reinforced by certain promotional activities directed at them. A highly motivated workforce is a common trait of all successful

organizations. Though it is difficult to ascertain what precisely motivates employees, a clue can be taken from Abraham Mallows hierarchy of needs. Presuming that the physiological needs of the bank employees have by and large, been taken care of, greater emphasis should be laid on psychological and self-actualizations needs such as: security, contribution to society, esteem and the need to reach one's full potential, etc. It is necessary to create an organizational climate where superior and extra-ordinary contributions made by employees at various levels are noticed and acknowledged. Advertising is a potent tool in making an employee aware, motivated, educated, and inspired. Though a poster at the branch with the headline such as you never hear our people say 'that's not my job or if you are not satisfied tell us, if satisfied tell others are directed towards external customer. Yet, it is clearly meant for the internal customers too and will have tremendous impact on them. Of course, before putting up a poster like that would need taking staff into confidence. It is needless to say that any advertising campaign which can originate from the staff themselves would have more credibility and acceptability. Or else it may be treated derisively and be counter-productive. Senior executives, in this regard, have a definite role to play.

INTERACTIVE MARKETING (MOMENT OFTRUTH)

Moment of truth means that this is the time and place the service provider has the opportunity to demonstrate to the customer the quality of its services. Quality of service is dependent on the quality of buyer/ seller interaction. This is the point, which may lead to creation of a customer or not. Though, we may Win him at that point of time, because of some other reasons, we may not retain Him or he may not come to us again if that interaction is not satisfying for him to leave a lasting impact on him. We may have a beautiful marketing mix of product, price, place and promotion, which bring the customer to us. We may still have a good internal marketing, which prepares a band of knowledgeable employees ready. But

if we fail at this point all our effort so far will be futile. This is the reason, which makes interactive marketing so important. Thus interactive marketing describes employees skill in handling customer Contact and involves the following: 1. Employee 2. Process 3. Customer

INTERACTIVE MARKETING

Interactive Marketing As indicated in above it is the group of able and Willing employees, which make the starting point of interactive marketing. They are to be aided by proper processes (systems and procedures) as suitable vehicles to render best customer service, which in turn will result in satisfied and loyal customers. Internal marketing provides the required employees orienting them for the job. External marketing

The external marketing efforts are the traditional functions of marketing of the customers and make promises to the customer as to what to be delivered. Anything conveyed to the customer in any form before the delivery of service can be viewed as a part of external marketing function. According to Zeithaml and Bitner, the customers expectation of the service can be derived from the following sources: 1. Past experience. 2. Corporate image. 3. Word of mouth communication. Care should be taken to maintain credibility while setting the promise because a very high expectation may lead to a highly dissatisfied customer.

Process: (System and Procedures) In service marketing, process, which covers systems and procedures are the vehicles for delivery of customer satisfying needs. Systems and procedures, in vogue in Indian banks, were not seen as aids to promotion of client satisfaction. They have not kept pace with the changing environment and changing demands. They were contending with maintenance of books of accounts and serving to traditional customers and that too, with strict observance of the rules. Multiplicity of returns and duplicity of efforts have added to the workload of the staff leaving them insufficient time for paying attention to customer needs. It is expected that the objectives of systems and procedures, instead of being satisfactory maintenance of books of accounts and safe documentation, should be geared up to ensuring prompt and speeding delivery of services to the customer. Therefore, it needs to be simplified and should be backed by proper office layout and smooth flow of work so - that use of intermediary people to move papers is minimized. The inter-relationship between people and procedure need not be overlooked. It is they who carry out the procedure. Any innovation must not be imposed on them; rather a conscious effort should be made to involve them in the process of change. Their views and suggestion should be given due importance. For which, formal suggestion schemes, interaction forums like staff meetings, customer service committees and quality circles may be given due importance. Management audit can be undertaken as a tool for ensuring ongoing improvements relating to systems, procedures and management policies. The benchmarking in process shown below:

SUMMARY OF MAJOR FINDINGS With the changes in business environment the concept of marketing also changed in its area of focus. It shifted from production to product, then to selling and ultimately to the customer. Originally banks were conservative in their approach to marketing as they were sure of walk-in business. But with the growing competition they were forced to have a marketing orientation. Marketing in bank consists of traditional external marketing, internal marketing and interactive marketing. External marketing is the marketing mix of 4 Ps with which the marketer has to face the customer in fulfilling his marketing objectives. ICICI Bank was originally promoted in 1994 by ICICI Limited, an Indian financial institution, and was its wholly-owned subsidiary. ICICI Bank (formerly Industrial Credit and Investment Corporation of India) is India's largest private sector bank in market capitalization and second largest overall in terms of assets .ICICI bank has achieved spectacular progress in all departments such as capital, deposits, advances, and in branch network. The bank has a product development group under Personal and Service Banking Department. The product development process in the Bank is based on a perfect theoretical framework. The importance of advertising and publicity has been increasingly felt by the Bank and as an evidence of which expenditure on it has gone up in absolute terms. Thus the above analysis reveals that the bank has tried its best to perfect its marketing effort. It has adequate and suitable products.

CONCLUSION
The banking industry in India is facing the challenges on deposit mobilization front, because of the severe competition from various financial institutions and public corporations. ICICI Bank today services a growing customer base of more than 5 million customer accounts and 5 million bondholders accounts through a multi-channel access network. This includes over 400 branches and extension counters, 1080 ATMs, call centres and Internet banking. Bank renders personalised services and the present emphasis in marketing is customer satisfaction. The customer satisfaction, which must be the ultimate goal of bank marketing, is achieved not only through creating suitable products according to his need but also through delivering them in a most satisfying manner. This project has given me an insight how Bank should marketing their products in the right way by overcoming all the difficulties like proper place, advertising, staff etc. In spite of the changing banking environment and newer challenges emerging, Bank Marketing by ICICI bank will continue to remain a popular.

BIBLIOGRAPHY
The above whole information has been taken by referring books. BOOKS REFERRED:- BY P K GUPTA - BY UMESH C PATNAIL BANKING AND INSURANCE- BY ROMEO S. MASCARENHAs

WEBLIOGRAPHY www.icicibank.com www.allbusiness.com www.google.com www.wikipedia.com