Marketing Of Services

Banking Industry Presenting to :- Prof. Pallavi Maam Presenting by Amir Koreshi Ankita Saraswat Radhika Vedula Yaseer Khan

Introduction

Although all bank branches sell the same services, the standard of service is not uniform from branch to branch. Service marketing relies heavily on the individual selling the service. It is this individual who is judged as the bank rather than the underlying service being sold.

Various Banks In India

IMPORTANCE OF MARKETING FOR INDIAN BANKS

"The relevance of aggressive marketing in banks has come to the fore as never before" - M N Goiporia. CHARACTERISTICS OF SERVICES

Intangibility Inseparability Heterogeneity Perishability

Overview of Banking Industry

First

bank started in 1786 Growth :More qualitative than quantitative India Vision 2020 Total asset of all commercial banks is estimated at 40,90,000crores Growth expected at an annual composite rate of 13.4%

 Nationalization

resulted 91% of government holdings in banking sector. Liberalization paved the path for private players to participate in the industry. Public Sector banks (PSBs) accounts for more than 78%of the total banking industry assets.

Different Players

MARKET SHARE
Name

of Bank Credit Portfolio Market Share(%) Rs. billion SBI 7567 18 PNB 2421 6 BOB 2287 5 ICICI 2164 5 HDFC 1600 4 AXIS 1424 3

Segments
Banks

deal with individuals, group of persons and corporate. Market segments, targeting one or more segments, developing products and marketing programs tailor made for these segments.

Services

Total Market Size

Presently

India has 88 scheduled commercial banks (SCBs) - 28 public sector banks, 29 private banks and 31 foreign banks According to a report of the Rating Agency ICRA Limited the public sector banks hold over 75% of total assets of the banking industry, with the private and foreign banks holding 18.2% and 6.5% respectively.

SERVICE PROCESS BLUEPRINT AT SBI

Customer Actions: The steps that customers take as part of the service delivery process. Front stage (Visible Contact Employee) Actions: This element is separated from the customer actions by a line of interaction. These actions are face-to-face actions between employees and customers. Backstage (Invisible Contact Employee) Actions: The line of visibility separates the onstage from the Backstage actions. Everything that appears above the line of visibility can be seen by the customers, while everything under the line of visibility is invisible for the customers.

Present Scenario

In 2012-2013, the industry faced major concerns in regards to deteriorating asset quality with NPAs showing sharp increase in sectors like aviation, infrastructure & power. Only one Indian Bank in the top 100 Banks in the world. India's best and brightest, the SBI, is roughly one-tenth the size of the world's biggest bank - Citigroup

THANK YOU