project report on ICICI Bank

AN ASSIGNMENT OF ICICI BANK 

Submitted toProf. Kedar bhatt

Submitted by –  Kadiwala Ahemad ali M.B.A. (F.S.) (F.S.) Sem – 1

ICICI BANK

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INTRODUCTION:-

ICICI BANK LIMITED Type Ty pe :

publi ompa!y

Traded a" :

BS#: $%&1' S#: *B BS# S#S#+ o!"titue!t ,+ ifty o!"titue!t

*!du"try :

Ba!-i!/ Fi!a!ial Ser0ie

Fou!ded :

1

2ead3uarter" :

Mumbai/ Mahara"htra/ *!dia

Area "er0ed :

4orldwide 4orldwide

Key people :

Mr. M.K. Sharma (hairma!) M". ,ha!d!a Kohhar (M5 a!d ,#6)

Produt" :

,redit ard"/ ,o!"umer Ba!-i!/ orporate Ba!-i!/ Fi!a!e a!d *!"ura!e/ *!0e"tme!t Ba!-i!/ Mortae 7oa!"/ Pri0ate Ba!-i!/ wealth ma!aeme!t

8e0e!ue :

9S .; billio! (&<1$)

6perati! *!ome :

9S %.& billio! (&<1$)

Profit :

9S 1.; billio! (&<1$)

Total To tal A""et" :

9S 1<%. billio! (&<1$)

Total To tal e3uity :

9S 1&. billio! (&<1$)

 o. 6f #mployee :

=';$' (&<1$)

4eb"ite :

www.iiiba!-.om

ICICI BANK

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HISTOR AND AND DE!ELO"MEN DE! ELO"MENT: T: *,*,*, BAK wa" orii!ally promoted i! 1 by *,*,* 7imited/ a! *!dia! fi!a!ial i!"titutio!/ i!"titutio!/ a!d wa" it" wholly ow!ed "ub"idiary. "ub"idiary. *,*,*>" *,*,*>" "hareholdi! "hareholdi! i! *,*,* Ba!- wa" redued to =? throuh a publi offeri! of "hare i! *!dia i! fi"al 1;/ a! e3uity offeri! i! the form of A58" A58" li"ted o! the @S# i! fi"al &<<" a3ui"itio! a3ui"itio! of Ba!- of  Madura limited i! a! all "to- amalamatio! i! fi"al &<<1/ a!d "eo!dary mar-et "ale" by *,*,* to i!"titutio! i!0e"tor i! fi"al &<<1 a!d fi"al &<<&. *,*,* wa" formed i! 1$ at the i!itiati0e of the world Ba!-/ the o0er!me!t of *!dia a!d repre"e!tati0e of *!dia! *!du"try. The pri!ipal obeti0e wa" to pro0idi! medium term a!d lo! term proet fi!a!i! to *!dia! bu"i!e"". *! the 1<"/ *,*,* tra!"formed tra!"formed it" bu"i!e"" form a de0elopm de0elopme!t e!t fi!a!i fi!a!ial al i!"titut i!"titutio! io! offeri! offeri!  o!ly proet proet fi!a!e fi!a!e to a di0er"if di0er"ified ied fi!a!ia fi!a!iall "er0ie roup offeri! a wide 0ariety of produt a!d "er0ie"/ both diretly a!d throuh a !umber of "ub"idiarie" a!d affiliate" li-e *,*,* Ba!-. *! 1/ *,*,* beome the fir"t *!dia! ompa!y a!d the fir"t ba!- or fi!a!ial i!"titutio! from !o!CDapa! A"ia to be li"ted o! the  @S#. After After o!"ideratio! o!"ideratio! of 0ariou" orporate "truturi! "truturi! alter!ati0e" i! the i! the o!teEt of the emeri! ompetiti0e "e!ario i! the *!dia! ba!-i! i!du"try/ i!du"try/ a!d the mo0e toward u!i0er"al ba!-i!/ the ma!aeme!t ma!aeme!t of *,*,* a!d *,*,* Ba!-  formed the 0iew that the merer of *,*,* with the *,*,* Ba!- would be the optimal "tratei alter!ati0e for both e!titie"/ a!d would reate the optimal leal "truture for the *,*,* roup>" u!i0er"al ba!-i! "tratey. The merer would be e!ha!e 0alue of *,*,* "hareholder throuh the mered e!tity>" ae"" to low o"t depo"it/ reater opportu!itie" for ear!i! freeCba"ed *!ome a!d the ability to partiipated i! the payme!t "y"tem a!d pro0ide tra!"atio! ba!-i! "er0ie". *,*,* Ba!- lau!hed *!ter!et Ba!-i! operatio! i! 1;. *! &<<
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*,*,* Ba!-. The 8e"er0e Ba!- of *!dia i""ued larifiatio! o! the fi!a!ial "tre!th of *,*,* Ba!- to di"pel the rumor".

Re#i$te%ed O&&i'e o& ICICI B()*: •

7a!dmar-/ 8ae our"e irle/ Gadodara Gadodara – %< <<'

Co%+o%(te o&&i'e o& ICICI B()*: •

*,*,* Tower/ th floor/ South tower/ Ba!dra – Kurla ompleE/ Ba!dra(ea"t)/ Mumbai – << <$1

No, o& B%()'e$ i) I)di(: *,*,* Ba!- i" *!dia>" lare"t pri0ate "etor Ba!- with the total a""et" of 8". $=.& billio! (u"  billio!) at marh %1/ &<1 a!d profit after taE 8". ;.1<  billio! (u" 1=%' millio!) millio !) for the year e!ded Marh %1/ &<1. • •

*,*,* Ba!- urre!tly ha" a !etwor- of %/;$% Bra!he"/ A!d 1&/1&% 1&/1 &% AT ATM>" aro"" *!dia. *! dia.

ICICI BANK

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!i$io): To be the leadi! pro0ider of fi!a!ial "er0ie" i! *!dia a!d a maor lobal ba!-.

Mi$$io): 4e will le0erae our people/ teh!oloy/ "peed a!d fi!a!ial apital to: •

• • •

• •

Be the ba!-er of fir"t hoie for our u"tomer by deli0eri! hih 3uality/ worldCla""  produt" a!d "er0ie". "er0 ie". #Epa!d the fro!tier" of our bu"i!e"" lobally Play a proati0e role i! the full reali"atio! of *!dia>" pote!tial Mai!tai! a healthy fi!a!ial profile a!d di0er"ify our ear!i! aro"" bu"i!e"" a!d eoraphie". ,o!tribute po"iti0ely t the 0ariou" ou!trie" a!d mar-et" i! whih we operate. ,reate 0alue for our "ta-eholder".

ICICI BANK

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O%#()i$(tio) $t%u'tu%e: 4e belie0e that the "truture of a! ora!iatio! ora!iatio! !eed" to be dy!ami/ o!"ta!tly e0ol0i! a!d re"po!"i0e to ha!e" both i! the eEter!al a!d i!ter!al e!0iro!me!t". 6ur ora!iatio!al "truture i" de"i!ed to "upport our bu"i!e"" oal"/ a!d i" fleEible while at the "ame time e!"uri! effeti0e o!trol a!d "uper0i"io! a!d o!"i"te!y i! "ta!dard" aro"" bu"i!e"" roup". The ora!iatio! "truture i" di0ided i!to fi0e pri!ipal roup" – 8etail Ba!-i!/ 4hole"ale Ba!-i!/ Proet Fi!a!e H Speial A""et" Ma!aeme!t/ *!ter!atio!al Bu"i!e"" a!d ,orporate ,e!tre. The 8etail Ba!-i! roup ompri"e" *,*,* Ba!->" retail a""et"  bu"i!e"" i!ludi! 0ariou" retail redit produt"/ retail liabilitie" (i!ludi! our ow! depo"it aou!t" a" well a" di"tributio! of third part liability produt") a!d rural miroCba!-i!. The 4hole"ale Ba!-i! roup ompri"e" *,*,* Ba!->" orporate  ba!-i! bu"i!e"" i!ludi! redit produt" a!d ba!-i! "er0ie"/ with "eparate dediated roup" for lare orporate/ o0er!me!t a!d publi "etor e!titie" a!d emeri! orporate. Trea"ury/ "trutured fi!a!e a!d redit portfolio ma!aeme!t al"o form part of thi" roup.

O%#()i$(tio) $t%u'tu%e o& ICICI B()*:

8etail Ba!-i! 4hole"ale Ba!-i! Proet fi!a!i! a!d Speial A""et Ma!aeme!t *!ter!atio!al bu"i!e"" ,orporate e!tre

ICICI BANK

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M()(#i)# Bodie$: Di%e'to%$8. 8aama!i B. G. Bhara0a Some"h 8. Sathe Sati"h ,. Dha 9day M. ,hitale K. G. Kamath 7alita 5. upte(Smt.)

2. . Si!or

 Nominee of ICICI   Nominee of ICICI   Managing Director Director and Chief Executive Officer 

E.e'uti/e$Se)io% E.e'uti/e !i'e "%e$ide)t$ P. 2. 8a0i-umar  M. . opi!ath Alladi A"ho- 

Se)io% !i'e "%e$ide)t$Moha! . She!oi K. S. 2ar"ha! 8. B. ira!tar  A. 2ari Pra"ad M. S. A!!ieri A"ho- Kumar Pat!i Satee"h 5. Mahale 8. Dayapra-a"h 9al ,houdhury Com+()y Se'%et(%y-

Bha"hyam Se"ha! St(tuto%y Audito%$-

S. B. Billimoria a!d ,ompa!y ,hartered Aou!ta!t" Meher ,hamber"/ 8. Kama!i 8oad Ballard #"tate Mumbai << <<1 ICICI BANK

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A0(%d ()d A'ie/eme)t:

A0(%d$ – 1234 •

*,*,* Ba!- wo! a! award i! the BFS* 7eader"hip "ummit a!d award" i! the Ibe"t

•

 pho!e Ba!-i! for e!dCu"er"> e!d Cu"er"> ateory. *,*,* Ba!- wo! "iE ateorie" a!d wa" the fir"t ru!!er"Cup i! o!e ateory amo!  pri0ate "etor Ba!- at *BA Ba!-i! Ba!-i! teh!oloy teh!olo y Award"/ Award"/ &<1$. The Ba!- wa" delared wi!!er i! the "iE ateorie" of be"t teh!oloy Ba!- of the year/ Be"t u"e of data/ be"t u"e of data/ be"t ri"- ma!aeme!t *!itiati0e"/ Be"t u"e of teh!oloy i! trai!i!/ 2uma! re"oure" a!d eClear!i! eClear!i! i!itiati0e/ Be"t fi!a!ial i!lu"io! *!itiati0e a!d be"t u"e of diital a!d ha!!el" teh!oloy. *,*,* Ba!- wa" the fir"t ru!!er"Cup i! Be"t u"e of Teh!oloy to #!ha!e u"tomer eEperie!e.

A0(%d$ – 1235

*,*,* Ba!- ha" ra!-ed "eo!d at the I!atio!al #!ery o!"er0atio! Award &<1> u!der the offie buildi! ( le"" tha! 1< la-h -4hJyear o!"umptio!) ateory. *,*,* Ba!- ha" bee! reo!i"ed a" o!e of the Itop ompa!ie" for leader"> i! *!dia i! a "tudy o!duted by Ao! 2ewitt. *58BT ha" i0e! award" to *,*,* Ba!- i! the ateorie" of I"oial media a!d mobile  ba!-i!> a!d Ibu"i!e"" i!tellie!e i!itiati0e>. i!itia ti0e>. *,*,* Ba!- wo! the award" for the be"t ba!- – lobal bu"i!e"" de0elopme!t(pri0a de0elopme!t(pri0ate te "etor) i! the 5u! a!d Brad"treet – Polari" fi!a!ial teh!oloy ba!-i! award" &<1. *,*,* Ba!- wa" awarded the ertifiate of reo!itio! a" o!e of the top $ ompa!ie" ompa!ie" i! orporate o0er!a!e i! the 1th *,S* (the i!"titute of ,ompa!y Seretarie" of  *!dia) atio!al Award" for orporate o0er!a!e. *,*,* Ba!- wa" ha" wo! the orporate trea"ure Award" &<1% i! the ateorie" of  IBe"t ,a"h Ma!aeme!t Ba!- i! *!dia> a!d IBe"t Trade Fi!a!e Ba!- *! *!dia.>

ICICI BANK

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A0(%d$ – 1236

*,*,* Ba!- ha" bee! aduded wi!!er at the eEpre"" *T *!!o0atio! Awa Award" rd" u!der the lare #!terpri"e ateory. *,*,* Ba!- wo! the A"ia! ba!-i! a!d fi!a!e retail ba!-i! award" &<1% for the o!li!e ba!-i! *!itiati0e of the year. year. *,*,* Ba!- wo! the a! award u!de u!derr the "o "oial media dia ateo teory ry at the *!formatio!4ee- #5# Award". *,*,* Ba!- reei0ed award" for the Ibe"t pri0ate "etor Ba!-er> by the Su!day Sta!dard Be"t Ba!-er Award" Award" &<1%. *,*,* Ba!- ha" wo! the Trade Trade fi!a!e maai!e Awa Award" rd" for #Eelle!e #Eelle!e &<1%/ u!der  the ateory of IA"ia Paifi Award": Be"t Trade Ba!- i! *!dia> *,*,* Ba!- ra!-" 1" li"t of $< mo"t admired ompa!ie" i! *!dia. A0(%d – 1231

*,*,* Ba!- reei0ed the I5ata3ue"t Teh!oloy *!!o0atio! Award" &<1& for data e!tre miratio! by 5ata3ue"t. *,*,* Ba!- top" the li"t of Lpri0ate "etor a!d forei! Ba!-" by Bra!d #3uity/ mo"t mo"t Tru"ted Bra!d" &<1&. *t ra!-" 1$th i! the Itop "er0ie $< Bra!d".

"%odu't o&&e%ed by ICICI B()*: ICICI BANK

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B()*i)# "%odu't -

1. De+o$it "%odu't:C There are i!ludi! i!ludi! "ome type" of depo"it "uh a" a Sa0i! depo"it/ urre!t depo"it/ fiEed depo"it et. *,*,* Ba!- offer" wide 0ariety of  5epo" 5epo"it it Produ Produt t to "uit "uit your your re3ui re3uirem reme! e!t". t". ,o!0e ,o!0e!ie !ie!e !e of !etw !etworor-ed ed Bra!he"J ATM" a!d faility of eCha!!el" li-e *!ter!et a!d mobile ba!-i!/ "elet a!y of our depo"it produt a!d pro0ide your detail" o!li!e a!d our  repre"e!tati0e will o!tat you.  Sa0i! depo"it:C

*,*,* Ba!- pro0ide "a0i! depo"it faility to hi" u"tomer  with with bette betterr "er0i "er0ie" e" a!d fail faility ity.. Pro0i Pro0idi! di!  "om "omee "peif "peifi i fail faility ity a!d "er0ie" to reliable u"tomer. *t i" pro0idi! ? i!tere"t o! "a0i! Aou!t depo"it. Ba!- i0i! other faility li-e ATM ATM ard/ i""ui! 5ema!d draft o!  behalf of u"tomer. *,*,* Ba!- offer" u"tomer" a power pa-ed "a0i! aou!t with a ho"t of o!0e!ie!t feature" a!d ba!-i! ha!!el to tra!"at throuh. So !ow u"tomer a! ba!- at their o!0e!ie!e/ without "tre"" of  waiti! i! 3ueue".  FiEed depo"it:C

FiEed depo"it are optio! whih help you row your mo!ey thu" reati! wealth i! a "afer a!d "eure way. *,*,* pro0ide" it" u"tomer  with 0ariou" -i!d of fiEed depo"it failitie" that are fleEible a!d ater to u"tomer" who ha0e differe!t !eed" a!d wa!t" i! their fiEed depo"it". • • • •

•

•

4ide ra!e of te!ure" – 1$ day" to 1< year". ,hoie of i!0e"tme!t pla! – traditio!al a!d umulati0e depo"it". Partial withdrawal allowed. 7oa! faility a0ailable – you a! a0ail loa! up to 
 8eurri! depo"it:C

*,*,* Ba!- reurri! depo"it are a! ideal way to i!0e"t "mall amou!t of mo!ey e0ery mo!th a!d e!d up with a lare -itty o! maturity. 2ih reurri! billi! a!d reurri!.  ,urre!t aou!t :C

#0ery bu"i!e"" re3uired effiie!t effiie!t failitie" failitie" to "upport it"  bu"i!e"" ati0itie". *,*,* Ba!- offer" premium 3uality "er0ie/ u!foldi! a wide array of la"" produt". 4ith teh!oloy leader"hip a!d "er0ie" the  ba!- i" able to meet "ome of the mo"t halle!i! halle!i!  fi!a!ial !eed" of lie!t". A urre! urre!tt aou! aou!tt i" o!e that that i" re3ui re3uired red by bu" bu"i! i!e"" e""ma ma!/ !/ oi!t oi!t "to-  "to-  ompa!ie"/ i!"titutio!/ pubi authoritie" et. A!y bu"i!e"" that ha" !umerou"  ba!-i! tra!"atio! tra!"atio ! !eed a urre!t aou!t aou !t a" it

ICICI BANK

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•

•

Allow Allow"" ru!!i ru!!i! ! aou! aou!tt "up "uppor porti ti! ! u!lim u!limit ited ed with withdra drawa wal" l" a!d a!d depo"it". *" mea!t for o!0e!ie!e a!d !ot to "a0e mo!ey.

 Salary aou!t :C

Salary aou!t i" a feature rih orporate payroll aou!t with  be!efit" for both orporate orp orate a!d it" employee". employee" . •

• • •

The proe"" of drawi! he3ue for "alarie" i" replaed by "e!di! a "i!le AS,** AS,** file to the ba!- a!d the amou!t i" diretly redited i!to the employee>" "alary aou!t ,ut" dow! payroll proe""i! wor-load Salary aou!t a! be ope!ed with mi!imum 1< employee" *!"ta!t redit of "alarie".

4ith *,*,* Ba!- "alary aou!t your employee" will e!oy the o!0e!ie!e of: • • •

2a0i! the lare"t !etwor- of ATM" at their omma!d. Free & hour" pho!e Ba!-i!. Free i!ter!et ba!-i!.

 i4i"h fleEible 85:C

your oal are waiti!/ "a0e whe! you feel li-e while ear!i! ood i!tere"t rate". TaE "a0i! F5:C  TaE *,*,* Ba!->" taEC"a0er fiEed depo"it e!able" you to "a0e taE a!d ear! hih retur!". A dual be!efit optio! to maEimie your ad0a!tae. *,*, *,*,** ba!-> ba!->"" taE "a0er "a0er fiEed fiEed depo" depo"it it i" the perfe perfet t "olut "olutio! io! for you your  r  i!0e"tme!t !eed".  Mo!ey multiplier fiEed depo"it:C

#ar! i!tere"t of fiEed depo"it a!d e!oy li3uidity of  "a0i! depo"it.  Seurity depo"it:C

A few orporate "tipulate to their !ew employee to pro0ide "eu "euri rity ty depo depo"i "itt to redu redue ed d attr attrit itio io!. !. *,*, *,*,** Ba!Ba!->>" prop propo" o"al al for for the the employee" employee" i" to -eep the "eurity depo"it i! the form of a fiEed depo"it with  ba!-. The employee a!!ot withdraw "uh F5" without the o!"e!t of the ompa!y a!d the ompa!y ha" the riht to withdraw the F5 i! the e0e!t of  employee lea0i! the ora!i"atio! before a ertai! "tipulated period.

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Lo()$ "%odu't:-

*,*,* Ba!- offer" wide 0ariety of loa!" produt to "uit your  8e3uireme!t. ,oupled with o!0e!ie!e of !etwor-ed bra!he"J ATM" a!d faility of  #Cha!!el li-e *!ter!et ba!-i! a!d mobile ba!-i!/ *,*,* Ba!- bri!" ba!-i! at your door"tep. Selet a!y of our loa! produt a!d pro0ide your detail o!li!e a!d our  repre"e!tati0e will o!tat you for etti! loa!".  2ome 7oa!C

*!tere"t rate" of home loa! ha0e ome dow! o!"iderably i! the la"t few year". *!di0idual"/ who opted for hou"i! loa!" i! the year" few year" o!e by/ are "till "er0ii! them at 1'? to &1? p.a. uite a prie to  pay/ "i!e o!e a! et a loa! today toda y for arou!d a rou!d 1&? p.a. *! "uh " uh a a"e/ you a! opt for a bala!e tra!"fer. 9!der thi" "heme/ u"tomer a! replae their  eEi"ti! old hih i!tere"t loa! by a heaper loa!. The re"ult:C A lower #M* with the "ame te!ure A redued te!ure with the "ame #M* A redued te!ure a!d #M* The "ame #M* a!d te!ure but a! additio!al amou!t a" loa!. • • • •

 ,ar 7oa!C

The mo"t preferred fi!a!ier for ar loa! i! the ou!try !etwor- of  more tha! 1;<< ha!!el part!er" i! o0er 1'<" loatio!". TieCup with all leadi! automobile ma!ufaturer to e!"ure the be"t deal". FleEible "heme" a!d 3ui- proe""i proe""i!. !. 2a""le 2a""leCfre Cfreee appliat appliatio! io! proe"" proe"" o! the li- of a mou"e.  Per"o!al 7oa!C

*,*,* Ba!- per"o!al loa! are ea"y to et a!d ab"olutely ha""le free. free. 4ith 4ith mi!im mi!imum um doum doume!t e!tati atio! o! you you a! a! !ow "eur "euree a loa! loa! for a! amou!t up to 8". 1$ la-h". 7oa!" for "alaried a!d employed i!di0idual. 7oa!" are a0ailable from 8". &
 old 7oa!C

*,*,* Ba!- pre"e!t L7oa! Aai!"t Aai!"t old a!d old 6r!ame!t"/ 6r!ame!t"/ de"i!ed de"i!ed to pro0ide pro0ide li3uidi li3uidity ty aai!"t aai!"t old a!d old or!ame!t" or!ame!t" without without ha0i! to "ell them.  7oa! Aai!"t Seuritie"C

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7oa! aai!"t "euritie" e!able u"tomer to obtai! loa!" aai!"t their "euritie". So they et i!"ta!t li3uidity without ha0i! to "ell their "euritie" All u"tomer" ha0e to do i" plede your "euritie" i! fa0our of *,*,* Ba!-  the ba!- will ra!t them a! o0erdraft faility up to a 0alue determi!ed o! the  ba"i" of "euritie" plede pled e by them. C(%d$:*,*,* Ba!- offer" a 0ariety of ard" to "uit your differe!t tra!"atio!al tra!"atio!al !eed". 6ur ra!e i!luded ,redit ard/ 5ebut ard a!d Prepaid ard". The"e ard" offer you o!0e!ie o!0e!ie!e !e for you yourr fi!a!i fi!a!ial al tra!"at tra!"atio!a io!all li-e li-e a"h withdra withdrawal wal// "hop "hoppi! pi! a!d tra0el. The"e ar" are widely aepted both i! *!dia a!d abroad. 5iffere!t ,ard" offer  By *,*,* Ba!- :C

 ,redit ,ard"  5ebit ,ard"  Prepaid ,ard"  Tra0el ,ard"  9!fair Metro ,ard"  ,orporate ,ard"

Fo%e.:-

Flutuatio! Flutuatio! i! i!tere"t a!d eEha!e rate" a!d the prie of e""e!tial material a! rapidly tur! a profitable profitable deal i!to a lo"". To be prepared/ you !eed a part!er with  pro0e! eEperti"e i! i ! i!ter!atio!al trade a!d a! d fi!a!e. •

Co%+o%(te B()*i)#: Tra!"atio! Ba!-i!C

*,*,* Ba!->" tra!"atio! ba!-i! "olutio! are de"i!ed to fai faili liti tie" e" effi effii ie! e!tt a"h a"h flow flow ma!a ma!ae eme me!t !t// omp ompre rehe he!" !"i0 i0ee a!d a!d u"tomi"ed M*S a!d "imply the wor-load of the aou!t team.  Trea"ury Ba!-i!C

*,*,* Ba!- ha" a lie!tCe!tri lie!tCe!tri trea"ury. trea"ury. 4e aim to deli0er the wide"t ra!e of "er0ie" u"tomi"ed to our lie!t re3uireme!t. 6ur fou" i" to be the ri"- "olutio! pro0ide of hoie a!d the premier  mar-et ma-er i! the ou!try.  *!0e"tme!t Ba!-i!C

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*,*,* Ba!- a! uide you throuh the u!i0er"e of  "tratei alter!ati0e" – from ide!tify pote!tial merer or a3ui"itio! taret to reali!i! your bu"i!e"">" apital "truture.

 *!ter!atio!al Ba!-i!C

*,*,* Ba!->" Ba!->" primary obeti0e i" to offer to it" u"tomer" a omplete 0alue propo"itio! that i" lobally ompetiti0e.  8ural a!d Ari Ba!-i!C

*,*,* Ba!- doe" more tha! u"t ba!-i! for the farm farm "et "etor or by looloo-i! i!  beyo beyo!d !d the the o!0 o!0e! e!ti tio! o!al al// a!d a!d by pro0 pro0id idi! i!  i!!o0atio! "olutio! that the wor- i! the rural area.

B()*i)# $e%/i'e$ –  7o-er *Cwealth *Cmobile #Clo-er  *Ctra-er  Gideo Ba!-i! App Ser0ie by Appoi!tme!t Bu$i)e$$ b()*i)# Fu)d A)d I)/e$tme)tMutual fu!d Portfolio ma!aeme!t "er0ie" Alter!ati0e *!0e"tme!t

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Di$t%ibutio) C())e7 u$ed by ICICI B()*B() *There are two type" of 5i"tributio! ha!!el u"ed by *,*,* Ba!-  • •

5iret ha!!el *!diret ha!!el

Di%e't '())e7

*!CShop Bra!he" Bra!he"

I)di%e't '())e7

Ae!ie" #letro!i Method ATM Ba!-i! by mail P6S(Poi!t of Sale) #FT"(eletro!i #FT"(eletro!i fu!d Tra!"fer) *! touh(home li!- "er0ie")

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M(%*eti)# St%(te#y by ICICI B()*  Co)$ume% Be(/io% ()d Se#me)t(tio):Ba!-" deal with i!di0idual"/ roup of   per"o!" a!d orporate/ all of whom ha0e their li-e" a!d di"li-e". di"li- e". o ba!- a! afford to a""e"" the !eed" of eah a!d e0ery i!di0idual buyer (atual or pote!tial). Seme!tatio! of the mar-et i!to more or le"" homoe!ou" roup"/ i! term" of their !eed" a!d eEpetatio!" from the ba!-i! i!du"try/ pro0ide" a "olutio! to thi" problem. Thi" i!0ol0e" di0idi! the mar-et i!to maor mar-et "eme!t"/ tareti! o!e or more of thi" "eme!t"/ a!d de0elopi! produt" a!d mar-eti! mar-eti! proram" proram" tailorCm tailorCmade ade for the"e the"e "eme!t" "eme!t".. *! the &i%$t $e#me)t(tio) / the mar-et i" di0ided from a u!itary whole/ to roup" of buyer" who miht re3uire "eparate  produt" a!d a! d mar-eti! miE. The mar-eter typially t ypially trie" to ide!tify differe!t "eme!t" i! the mar-e mar-ett a!d de0el de0elop op profi profile le"" of re"ult re"ulti! i! mar-e mar-ett "eme "eme!t" !t".. Th Thee $e'o mar-et $e'o)d )d $te+ $te+ i" mar-et tareti! tareti! i! whih eah "eme!tI" attrati0e!e"" attrati0e!e"" i" mea"ured mea"ured a!d a taret "eme!t/ i" ho"e!  ba"ed o! it" attrati0e!e"". The ti%d $te+ i" produ produtt po" po"it itio! io!i! i! whih whih i" the at of  e"tabli"hi! a 0iable ompetiti0e po"itio! of the firm a!d it" offer i! the taret "eme!t ho"e!. *! the proe"" of "eme!tatio!/ the mar-et a! be di0ided i!to maor "eme!t" whih are ro"" "lie" of the mar-et/ or i!to "maller "peially formed "eme!t"/ otherwi"e -!ow! a" !ihe". ihe u"tomer" ha0e a "peifi "et of !eed" whih the mar-eter trie" to addre"". 4hile a mar-et "eme!t attrat" "e0eral ompetitor"/ a !ihe attrat" fewer ompetitor" a!d therefore/ a ompa!y "hould learly defi!e it" taret "eme!t a!d de0i"e "trateie" to taret the u"tomer/ "o that it ha" a ompetiti0e ad0a!tae i! the "eme!t. A! importa!t riterio! for  mar-et "eme!tatio! the eo!omi "y"tem i! whih we fi!d ariultural "etor/ i!du"trial "etor/ "er0ie" "etor/ hou"ehold "etor/ i!"titutio!al "etor a!d rural "etor re3uiri! of  weiht ae while "eme!ti!.

Cu$tome% Re7(tio)$i+ M()(#eme)t:The mar-eti! "tratey o!"i"t" of a 0ery lear defi!itio! of pro"peti0e u"tomer" a!d their !eed" a!d the reatio! of mar-eti! miE to "ati"fy them. A ree!t de0elopme!t i! thi" reard i" ,u"tomer 8elatio!"hip Ma!aeme!t (,8M). *t i" a bu"i!e"" "tratey "tratey to lear! more a!d more about u"tomer beha0ior i! order to reate lo! term a!d "u"tai!able relatio!"hip with them. *t i" a omprehe!"i0e proe"" of  a3uiri! a!d retai!i! "eleti0e "eleti0e u"tomer" to e!erate 0alue for the ba!- a!d it" u"tomer". 9!der ,8M/ a3ui"itio! of u"tomer" i" do!e throuh per"o!al 0i"it"/ media ad0erti"eme!t or  word of mouth from eEi"ti! u"tomer". ,u"tomer rete!tio! i" arried out throuh data warehou"i! a!d mi!i! tool"/ u"tomer "er0ie a!d all "er0ie"/ a!d impro0ed u"tomer  0alue i" obtai!ed throuh ro""C"elli! ro""C"elli! a!d up "elli! to the retai!ed u"tomer". u"tomer". The o!ept of data warehou"i! a!d data mi!i! u"ed i! ,8M help" i! "ee-i! i!formatio! about i!di0idual u"tomer" a!d their !eed" o! a reular a!d "y"temati ba"i". 2owe0er/ ma!y time"/ it !eed" to be "upported by data olleted from out"ide "oure" a!d ae!ie".

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Ide)ti&i'(tio) o& T(%#et T(%#et Cu$tome%$ 8 tei% Need$:Thi" i" a! importa!t area i! formulatio! of a mar-eti! "tratey. 9!le"" the ba!- ha" lear idea about the u"tomer" it wa!t wa!t"" to "er0 "er0e/ e/ it i" !ot !ot po"" po""ib ible le to worwor- out out prod produ ut" t" to "ati "ati"f "fy y thei theirr !eed !eed". ". Thi" hi" ide!tifiatio! proe"" i!0ol0e": •

•

•

Fi!di! out profile of pre"e!t u"tomer" i! term" of their eduatio!/ oupatio!/ i!ome/ eoraphial loatio!/ populatio! roup/ ae/ "eE/ marital "tatu"/ produt" a!d "er0ie" their purha"e/ their habit"/ ta"te" H prefere!e"/ their bu"i!e""e" H future pro"pet" /et. Fi!di! out opi!io!" of eEi"ti! u"tomer" about the "er0ie" pro0ided by the ba!-  a!d their "ue"tio!" for impro0eme!t i! pre"e!t "er0ie" a!d i!trodutio! of !ew "er0ie". ,olleti! ,olleti! "uh i!formatio! i!formatio! from the per"o!" who are !ot urre!tly u"tomer" of the  ba!-. All thi" a! be do!e by o!duti! o!du ti! a "ur0ey " ur0ey of u"tomer" a!d !o!Cu"tomer" of  the ba!-. Moreo0er/ thi" proe"" of "ee-i! i!formatio! about the mar-et mu"t form a! i!teral part of the "y"tem a!d mu"t be do!e o! a reular ba"i". The The "ur0ey would i0e 0aluable i!formatio! about profile" a!d opi!io!" of u"tomer" u"tomer" a!d !o!u"tomer" !o!u"tomer" of the ba!-/ a!d it a! be a!alyed to fi!d out the taret roup of the u"tomer" a!d their felt a!d late!t !eed".

M(%*eti)# Mi. i) B()*  The "eo!d eleme!t i! formulatio! formulatio! of mar-eti! mar-eti! "tratey i" de0elopme!t of proper mar-eti! miE/ "o a" to "ati"fy the !eed" of the taret roup of  u"tomer". Thi" would i!0ol0e dei"io!" reardi! produt/ plae/ prie/ promotio!/ proe""/  phy"ial e0ide!e/ e0ide!e / a!d people. After the detailed di"u""io! di"u" "io! it i" al"o importa!t importa !t to -!ow about the 'P>" of mar-eti! whih are oi! to play a! importa!t role i! the mar-eti! "trateie" of  the ba!-. The "e0e! P>" are: • • • • • • •

P8659,T P8*,# P7A,# P86M6T*6 P#6P7# P86,#SS P2@S*,A7 #G*5#,#

"%odu't St%(te#ie$ o& ICICI B()*: *!trodued a !ew produt C N8* "mart "a0e 5epo"it"N – a u!i3ue fiEed depo"it "heme for  !o!re"ide!t *!dia!". 8epre"e!tati0e offie" ope!ed i! Thaila!d/ *!do!e"ia a!d Malay"ia. *,*,* Ba!- beame the lare"t retail player i! the mar-et to i!trodue a biometri e!abled "mart ard that allow ba!-i! tra!"atio!" tra!"atio!" to be o!duted o! the field. A lowCo"t lowCo"t "olutio!/ thi" beame a! effeti0e deli0ery optio! for *,*,* Ba!-N" miro fi!a!e i!"titutio! part!er". ICICI BANK

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Fi!a!ial Fi!a!ial ou!"eli! e!tre 5i"ha wa" lau!hed to pro0ide" free redit ou!"eli!/ ou!"eli!/ fi!a!ial  pla!!i! a!d debt ma!aeme!t "er0ie". 7au!hed *!diaN" fir"t e0er ewellery ard i! a""oiatio! with ewelry maor ita!ali roup. *,*,* Ba!- beame the fir"t ba!- i! *!dia to lau!h a premium redit ard CC The Gi"a Si!ature ,redit ,ard. *,*,* Ba!- beame the fir"t  pri0ate ba!- i! *!dia to offer both floati! a!d fiEed rate o! ar loa!"/ ommerial 0ehile" loa!"/ o!"trutio! e3uipme!t loa!" a!d profe""io!al e3uipme!t loa!". *! a fir"t of it" -i!d/ !atio! wide i!itiati0e to attrat briht raduate "tude!t" to pur"ue a areer i! ba!-i!/ *,*,* Ba!- lau!hed the OProbatio!ary OProbatio!ary 6ffier ProrammedO. ProrammedO. 7au!hed Ba!-home "er0ie" for  all "a0i!" a!d urre!t aJ u"tomer" re"idi! i! *!dia. *,*,* Ba!- lau!hed iMobile/ a  brea-throuh i!!o0atio! i! ba!-i! where pratially all i!ter!et ba!-i! tra!"atio!" a! !ow be "imply do!e o! mobile pho!e". *,*,* Ba!- offer" a wide ra!e of ba!-i! produt" a!d fi!a!ial "er0ie" to orporate a!d retail u"tomer" throuh a 0ariety of deli0ery ha!!el" a!d throuh it" "peialied "ub"idiarie" i! the area" of i!0e"tme!t ba!-i!/ life a!d !o!Clife i!"ura!e/ 0e!ture apital a!d a""et ma!aeme!t. Go G%ee) I)iti(ti/e 9E(' o)e &o% ( Bette% E(%t *t i" a! ora ora!i !iat atio! io! wide wide i!itia i!itiati ti0e 0e that that mo mo0e" 0e" beyo!d beyo!d mo mo0i! 0i!  people people// proe proe""e ""e"" a!d u"tomer" to o"t effeti0e automated ha!!el" to build aware!e"" a!d o!"iou"!e"" of our  e!0iro!me!t/ our !atio! a!d our "oiety. Ob;e'ti/e *,*,* Ba!->" ree! i!itiati0e" aimed at their u"tomer" are dri0e! by the obeti0e of  ollaborati! with eah of their u"tomer" a!d ma-i! Iree!> a part of their li0e". The"e i!it i!itia iati ti0e 0e"" ra! ra!ee from from ree ree! ! offe offeri ri! !"J "J i!e i!e!t !ti0 i0e" e"// ree ree! ! e!a e!ae eme me!t !t to ree ree! ! ommu!iatio! with their u"tomer". G%ee) "%odu't$ 8 Se%/i'e$ I)$t(b()*i)# *t i" the platform that bri!" toether all alter!ate ha!!el" u!der o!e umbrella a!d i0e" u"tomer" u"tomer" the o!0e!ie!e o!0e!ie!e of ba!-i! a!ytime a!ywhere throuh *!ter!et ba!-i!/ i‐Mobile  ba!-i!/ *G8 Ba!-i!. Thi" redue" the arbo! footpri!t of the u"tomer" by e!"uri! they do !ot ha0e to re"ort to phy"ial "tateme!t" or tra0el to their bra!he" !ei'7e Fi)()'e A" a! i!itiati0e toward" more e!0iro!me!t frie!dly way of life/ Auto loa!" offer" you $
ICICI BANK

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e!0iro!me!t. e!0iro!me!t. *t al"o "how" the worldN" a!d *!diaN" a0erae arbo! footpri!t ,arbo! Footpri!t Footpri!t ,alulator.

"RICING STRATEGIES

A" it ha" bee! me!tio!ed before/ before/ the prie i" a 0ery importa!t part of the mar-eti! mar-eti! miE. *f a  produt i" !ot i0e! a orret prie/ thi" may affet the "ale" a!d may lead to the produt>" failure. The prie a!d "ale" of the produt are therefore related o!e to a!other. There are = mai! "trateie" to "ettle the prie for a produt. The"e are: "e!"it i0e "tratey to o"t"Q the i!"titutio! i! "titutio! alulate" alu late" how 3, Co$t +7u$ +%o&it  – thi" i" the mo"t "e!"iti0e muh the ma!ufaturi! of the produt o"t it/ add" a mari! for the profit a!d re3uire" the lie!t" thi" prieQ 1, Te $ett7eme)t $ett7eme)t o& te +%i'e$ +%i'e$ &o% 9t(*i)# 9t(*i)# te '%e '%e(m (m  – thi" "tratey may be u"ed for   produt" that are 0ery !ew !e w a!d of hih hi h 3ualityQ 3ualit yQ it mea!" the th e "ettleme!t of the prie whe! the  produt i" fre"hly i!trodued o! the mar-et to Lta-e the ream of the dema!d for that  produt/ maEimii! the profit pro fit to o0er the th e re"earh re"ear h a!d de0elopme!t eEpe!"e"/ after whih/ whih / later/ i! time/ the prie may be redued to i!rea"e the dema!dQ

Thee "ett "ettlem leme!t e!t of the the prie prie depe! depe!di! di!  o! the ompet ompetit itio io! ! – thi" thi" "trat "tratey ey ta-e" ta-e" i!to i!to 6, Th o!"ideratio! the prie the ompetitio! pratie"/ thu" the prie will be "imilar to the o!e of  the ompetitio!/ but will allow the o0eri! of the eEpe!"e" a!d the profit mari!Q p rodut i" "ettled depe!di! 5, Te $ett7eme)t o& te +%i'e o) te m(%*et  – the prie of a produt o! the prie of a "imilar produt already eEi"ti! o! the mar-et. The differe!e i! ompari"o! to the "ettleme!t of the prie depe!di! o! the ompetitio! i" that the "ettleme!t of the prie o! the mar-et miht !ot o0er the produtio! eEpe!"e" of the produtQ 4, Te $ett7e $ett7eme) me)tt o& te te +%i'e +%i'e de+e) de+e)di) di)# # o) te te /(7ue /(7ue  – thi" "tratey i" ba"ed o! the e0aluatio! of the lie!t"> pereptio! 0i"CaC0i" the 0alue of the produt a!"weri! the 3ue"tio! L2ow muh a lie!t would pay for thi" produtR/ thi" "tratey i" the! the mo"t orie!ted toward" mar-eti!.

th e ba!- will "ettle " ettle a low prie p rie for a produt <, Te $ett7eme)t o& te +%i'e to +e)et%(te  – the with the purpo"e to wi! fa"t a bi 3uota of the mar-et a!d thu" to realie a fa"t a!d "ub"ta!tial  pe!etratio!.

"ROMOTION STRATEG

Mar-eti! depe!d" hea0ily o! a! effeti0e ommu!iatio! flow betwee! the ompa!y a!d the u"tomer". Ma!ufaturi! a produt a!d ma-i! it a0ailable i! the mar-et i" o!ly a part of the Ba!-er" ob. *t i" e3ually importa!t/ or perhap" more de"irable/ to ma-e it -!ow! to the u"tomer" u"tomer" that the produt i" a0ailable i! the mar-et. mar-et. *! a ompetiti0e mar-et/ where "e0eral firm" are "tri0i! to wi! o0er u"tomer"/ it i" !ot e!ouh if the a0ailability of a produt or  "er0ie o!ly i" made -!ow! to u"tomer". *t i" al"o e""e!tial to propaate the di"ti!ti0e feature" "peifiatio!" of the produt. The proe"" doe" !ot e!d here. The ba!-" "hould al"o et feedba- o! how the u"tomer" aept it" produt" throuh a! effeti0e/ o!ti!uou"/ o!ti!uou"/ a!d twoCway flow of i!formatio! betwee! the firm a!d the u"tomer". ICICI BANK

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*! ba!-i! "etor mar-eti! ommu!iatio! teh!i3ue" are e"peially importa!t/ they help to reate powerful imae" a!d a "e!"e of redibility/ o!fide!e a!d a""ura!e. Therefore it i" e""e!tial to e0aluate all the eleme!t" of ommu!iatio! ommu!iatio! miE that are u"ed i! ba!-i! "er0ie "etor:C Ad/e%ti$i)#: Ad0erti"i! play" a maor role i! promoti! a ba!->" produt" a!d "er0ie" o! a lare "ale. 2owe0er de0elopi! ad0erti"i! ampai!" for "er0ie" i" a diffiult a"pet beau"e of the i!ta!ible attribute of "er0ie. Ba!-" "hould i!0ol0e fro!t li!e employee i! de"i!i! the ad0erti"i! ampai! a" "er0ie per"o!!el diretly i!terat with u"tomer" duri! the proe"" of mar-eti!. A ba!- a! impro0e it" bra!d imae a!d bra!d e3uity with the help of  ad0erti"i!. ad0erti"i!. *t al"o help" the ba!- i! differe!tiati! differe!tiati!  a!d po"itio!i! po"itio!i! it" "er0ie" from tho"e of  ompetitor". S(7e$ "%omotio): Sale" promotio! i" ofte! u"ed by the ompa!ie" to impro0e the "ale" of a produt or "er0ie either by e!ourai! the eEi"ti! u"tomer" to u"e the "er0ie more fre3ue!tly or by attrati! !ew u"tomer" to u"e their "er0ie. Ba!-" al"o aim to pull u"tomer" to u"e their  "er0ie" by attrati! them with free offer"/ oupo!"/ a"h di"ou!t"/ warra!tie"Q prie" et. "e%$o)(7 Se77i)#:5ue to the harateri"ti" of ba!-i! "er0ie"/ per"o!al "elli! i" the way that mo"t ba!-"  prefer i! eEpa!di! "elli! a!d u"ae of their th eir "er0ie" .*t our" i! two way". Fir"t our" i! a way that u"tomer a!d ba!-er perform fae to fae i!teratio! with eah other at bra!h offie. *! thi" proe"" per"o!!el/ ba!- employee"/ hief a!d offie ma!aer/ ta-e part i! "elli!. Seo!d our" i! a way that ba!->" repre"e!tati0e o to u"tomer>" plae". Ba!->" repre"e!tati0e" are "peiali"t i! ba!->" "er0ie" a!d ha0e update -!owlede about the ba!-" "er0ie" to be offered a!d they "hape the relatio!"hip betwee! ba!- a!d u"tomer. "ub7i'ity ()d "ub7i' Re7(tio)$ ="R>:Ba!-" u"e publiity ampai!" to bri! i! aware!e"" about their offer" amo! the eEi"ti! a!d pote!tial u"tomer" .*t i!0ol0e" u"i! the i!formatio! i! a way that i!due" i!tere"t toward" a ompa!y/ e0e!t or per"o!. Publi 8elatio!" i! ba!-i! help" i!:C1) #"tabli"hi! mo"t effeti0e ommu!iatio! "y"tem.&) ,reati! "ympathy about relatio!"hip betwee! ba!-  a!d u"tomer.%) i0i! broade"t i!formatio! about ati0itie" of ba!-. Di%e't M(%*eti)#:5iret Mar-eti! i!0ol0e" o!tati! the eEi"ti! a!d pote!tial u"tomer" diretly throuh telemar telemar-et -eti!/ i!/ diret diret mail/ mail/ a!d o!li!e o!li!e mar-eti mar-eti! ! (eCmail (eCmail a!d offii offiial al web"ite web"ite") ") without without employi! a!y i!termediarie" i! the proe"". The u"tomer" of ba!-i! "er0ie !eed "ome "peifi i!formatio! or a u"tomied ha!e i! the offeri! of the ba!-/ "o that the ba!-   per"o!!el a! be"t b e"t "ati"fy "ati" fy him while the i!termediarie" miht !ot !o t be i! a po"itio! to re"po!d re" po!d to u"tomer>" "ati"fatio!.

 "LACE:

ICICI BANK

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The dei"io! reardi! loatio! i" 0ery muh o!er!ed with the "eletio! of "ite" from where the deli0ery of "er0ie" ta-e" plae. The ae""ibility a!d the a0ailability form a! importa!t ba"e for loatio! of "er0ie premi"e". Ae""ibility refer" to o!0e!ie!t with whih a "er0ie a! be purha"ed/ u"ed or reei0ed. 6! the other ha!d a0ailability refer" to the eEte!t to whih a "er0ie i" obtai!ed or apable of bei! purha"ed/ u"ed or reei0ed.  "EO"LE: -

*! a! ora!iatio! people play a! importa!t role by adopti! the be"t pratie". *! the  ba!-i! ati0itie" e0ery "er0ie i" li!-ed with the u"tomer" he!e to promote the produt" a!d bu"i!e"" it i" e""e!tial to mai!tai! the proper relatio!" with u"tomer"/ there fore it a! o!"id o!"idere ered d that that u"tom u"tomer" er" a!d emplo employe yee" e" are are the the both both i!ter i!tero o!!e !!ete ted d for the ba!-i! ba!-i!   pro"petu". ,9ST6M#8 ,6TA,T #MP76@##S: They are -!ow! a" fro!tli!e "taff a" they ome i! diret o!tat with the u"tomer" i! the  proe"" of "er0ie deli0ery. d eli0ery. The The deree of the per"o!!el per "o!!el u"tomer o!tat o!ta t 0arie" "o we ha0e:C a. 2ih o!tat per"o!!el: They are re3uired whe! the phy"ial pre"e!e a!d the i!teratio! of the u"tomer with the employee" i" for lo!er time".  b. 7ow o!tat per"o!!el: They are re3uired whe! the phy"ial pre"e!e a!d the i!teratio! of the u"tomer with the employee" i" for le""er time". . S-illed a!d Profe""io!al: they are "-illed or profe""io!al i! a partiular field. d. o! Profe""io!al": they are people li-e ourier deli0ery boy/ waiter/ et. e. o! o!tat employee": Tho"e who o!tribute to the "er0ie deli0ery but do !ot ome i! o!tat with u"tomer. They are atually "upport per"o!!el. "ROCESS : The "er0ie proe"" refer" to how "er0ie i" pro0ided or deli0ered to a u"tomer. 5eli0ery "y"tem i" a reati0e proe"". *! order to ahie0e eo!omie" eo!omie" of "ale of "ale a!d perform o!"i"te!tly o!"i"te!tly the operatio! people would prefer to proe""i! a bath a bath while mar-eti! would prefer to ater  to i!di0idual" "o that the u"tomer" feel that they are treated a" "peial. Fator" "uh a" u"tomer u"tomer partii partiipati patio!/ o!/ deree deree of  u"to u"tome merr o!ta o!tat/ t/ loa loatio tio! ! of "er0i "er0ie e deli0 deli0ery ery a!d a!d ompleEity of "er0ie" are o!"idered i! the "er0ie proe"" de"i! a!d impleme!tatio!.  "HSICAL E!IDENCE :

e!erally a "er0ie tra!"atio! i!0ol0e" the i!teratio! of the "er0ie pro0ider with the u"tomer i! a "er0ie e!0iro!me!t. Phy"ial e0ide!e i" termed a" the "oial e!0iro!me!t alo! with the ta!ible ue". Phy"ial e0ide!e i" a!y ta!ible ommoditie" that failitate  performa!e ommu!iatio! of the "er0ie. Phy"ial e0ide!e i!lude" all the effort" ta-e!  by the "er0ie pro0ider pro0 ider to ta!ible" their "er0ie". They i!lude"/ (a) Phy"ial failitie". (b) Phy"ial e!0iro!me!t () Soial "etti!". "y$i'(7 &('i7itie$: 6! the ba"i" of Phy"ial e0ide!e li-e buildi!/ fur!iture/ e3uipme!t/ "tatio!ery/ et are the i!flue!i! fator" for the pote!tial u"tomer" to form a! impre""io! about the "er0ie ora!iatio!. ICICI BANK

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e!0iro!me!t withi! whih the "er0ie "y$i'(7 e)/i%o)me)t e)/i%o)me)t: Phy"ial "etti! or the "er0ie e!0iro!me!t ta-e" plae i!flue!e" o!"umer eEpetatio! of "er0ie 3uality a!d "ati"fatio!. Te im+o%t()t e7eme)t$ o& +y$i'(7 $etti)#$ (%e: Ambie)'e: Ambie)'e: The ambie!e of phy"ial "etti! i!lude" temperature/ lihti!/ !oi"e/ mu"i/ "e!t a!d olour. S+('e: People !eed "pae arou!d them to feel omfort. De'o%$ ()d (%ti&('t$ : Si!/ "ymbol a!d artifat" are importa!t ompo!e!t of dor.

Com+etito%$ o& ICICI B()*:The mai! ompetitor of i" *,*,* Ba!- beau"e thi" ba!- i" totally ta-e! by o0er!me!t after  thi" ba!- 25F, Ba!- i" the mai! ompetitor of *,*,* Ba!-. There are differe!t type" of  "eme!t/ i!0e"tme!t a!d "er0ie"/ demat 8* "er0ie". The ompetitor from the operatio! "eme!t are "tate ba!- of *!dia/ aEi" ba!-/ 25F, et. from the i!0e"tme!t a!d "er0ie "etor  25F, "ta!dard life i!"ura!e orporatio!/ bharti aEa life i!"ura!e/ relia!e life i!"ura!e orporatio!. orporatio!. There are "ome other ompa!y who al"o ompete with the *,*,* Ba!- after the SB*/ 25F, i" the mai! ompetitor of *,*,* Ba!-. There are "ome other ba!- whih i0e" halle!i! "ome how i! the ba!-i! a!d "er0ie" "etor they are :C  Allahabad  A!dhra ba!-   Ba!- of Baroda  Ba!- of *!dia  Ba!- of Mahara"htra  ,a!ara ba!-   5e!a ba!-   *5B* ba!- 

*!dia! o0er"ea" ba!-:C  6rie!tal ba!- of ommere  Sy!diate ba!- 

9,6 Ba!- :C  9!io! ba!- of *!dia  9!ited ba!- of *!dia

Giaya ba!-  ba! -   Giaya

ICICI BANK

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