citi bankfinal

8/9/2019 CITI BANKfinal

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Banks in service sector

Bank is a Primary organization for providing

Financial Services.

Important player in Financial Market

Banks activities can be divided

Retail banking

Business banking

Private banking

Investment banking


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Cont

After 1990 liberalization promoted New

Generation tech-savvy banks

Techno-savvy methods for traditional banking

Importance for Retail Banking


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Structure of Banking

in India

RBI

Publicbanks

SBI

Bank of India

Indian bank

Bank of Baroda

Privatebanks

ICICI bank

Yes bank

Axis bank

ForeignBanks

HSBC bank

ABN-AMRO

CITI BANK


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Two Major Players in Banking

Services


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ICICI Limited : from 1955 to onwards

One of Indias leading Financial Institutions

Single Product - Focused on project finance

Well recognized brand in the corporate segment

Primary objective was creating development financialinstitution

No presence in the consumer segment


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Foundation of ICICI Bank


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Originally promoted by ICICI ltd in 1994

October 2001 merger of ICICI ltd & ICICI bank

Presence in 18 countries

Financing and banking operations integrated in

a single entity.

Presently lead by Chanda Kocchar as MD &

CEO, has Headquarter at MUMBAI


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10

Global presence

Canada

UAESingapore

ChinaUSA

UK

Sri Lanka

Bangladesh

Russia

South Africa

Bahrain

Subsidiary Representative Office

Mumbai

Hong Kong

Malaysia

Thailand

Indonesia

Belgium

Qatar

Overseas Branch

Germany


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Citibank had been founded in the year 1812 as

part of the Citigroup

Initially its name was City Bank of New York- changed

to First National City Bank of New York.

Operate in100 countries worldwide

Citibank has been carrying out its operations in

Banking servicesInsurance

Investment

Credit card


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Citibank entry- in India with its head office located

at Mumbai In India, Citibank is present at 28 cities

boost business in India by targeting expatriate

Indians, wealthier customers,business accounts and

individual account

Most aggressive in international banking

Lead by Sanjay Nayar

Entry into India


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Basis for segmentation

Occupation

Income

Geographical

Age


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Targeting

Corporate banking market

Capital market

Retail banking market

Customer profile


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Positioning

It has positioned itself as a bank which gives

higher standard of services through product

innovation for the diverse need of individual

and corporate clients.

Core proposition Hum hain na trust,

credibility, total financial solution provider

(brought about through its cross selling effort)


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Product Mix

ICICI Bank

Personal BankingNRI Banking

Corporate Banking


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Personal Banking

Deposits

Loans

Cards Investments

Insurance

Hospital care

Demat services

Wealth management


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NRI Banking

Money transfer

Bank account

Investment

Insurance

Loans


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Business Banking

Corporate net banking

Cash management

Online trade services FXOnline

SME services

Online taxes

Custodial services

Agri/rural business banking


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Pricing

MinimumAQB:

Metro & Urban Rs. 10000

Semi urban & rural Rs 5000

Non maintenance ofAQB: Rs 750

ATM interchange: 1st five transactions nil

Thereafter Rs. 18

Monthly/Quarterly Statement - Free


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Pricing Debit card fee: Rs. 99 p.a.

Cash transaction during non maintenance ofAQB: 1st

three transactions nil

Thereafter Rs. 60

Issue of DD

Service Tax

Platinum credit card :1st year: Rs. 2000

2nd year onwards: Rs. 750


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Promotion

Advertising

Print media

Publicity

Sales promotion

Personal selling

Telemarketing


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Hum hain na!

An

ld w

mant ll h rdau ht r

ab

utth irn i hb

ur' lan f

r

in t

Haridvar

"Ab i umarm in yajaay n

? Y

uwant t

a matlab nahiny

u hav t

",c

ntinu th m

th r.

Whil th y

un w

man,with h r ICICIcr dit card,b

tic

t

f

r h r,

nlin .

As th

ld r w

man

ta s a at th scr

n,

sh is l asantlysur

rised.

Thesite

d

wnl

adsand thesuer

reads,'Haridwar in aweek.' As thedau hter triest

c

nvince her...

...the MVO adds

"ICICI Creditcards.The

wer t

ivey

ur l

ved

neswhat theyreally, reallywant."


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Hum hain na!

A co ple e ter I I I

k

re ser

e coffee s t ey

it

to ope

cco

t.

S per: o

lo g oes it t ke to ope

cco

t

it I I I

k?

T e

t kes s

ig fro isc p...S

per:

efore yo

r coffee goes

col .T e exec ti

e s iles t t eir...

... is elief

s o

er t e oc

e ts.

VO:

e yo ope e

I I I

k cco

t s yet?


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Outdoor Activities

Need to be

seeneverywhere!!

Events at corporate

campus

Billboards

Signboards

Kiosks in residential

and commercial


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Other Initiatives

In-film promotions

Co-Branding Initiatives


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Other Initiatives

Cross brand associations

Young Stars Account Seminars in partnership with media channels


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People

Orientation towards customer service

Training and Development

Performance Management System

IJPAND OJP


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'Five S' clean up Act

SORTINGOUT

SYTEMATIC

ARRANGEMENT SPIC-N-SPAN

STANDARDISE

SELF-DISCIPLINE

"Five S is a workplace transformation exercise. When we implemented

it across the organization, it appeared functional with many tangible

benefits," says Chanda Kochhar


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Career Programme


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Process

Use of technology

Process are system driven

Standardization of service

Extensive investment

Multi-channelAccess Network


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Internet banking


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ATMs


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Mobile banking

Free of cost service


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Phone Banking

ICICI Bank Phone Banking - Why Walk

When you Can Talk

User friendly automated service menu


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Migration of ICICI Bank customer

Usage

20081,2

7%Branches

Usage

20001

94%

37%ATMs 3%

21%Internet 2%

30%Call centre &

mobile banking 1%

Channel

ICICIDirect The Online trading platform caters to more than 1.4million customers handling about 3,50,000 trades a day

Source: the hindubusinessline.com


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Physical Evidence

Ambience in the branch

modernization and

sophistication

Common culture

Consistency across

Servicescape

Dress code


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INCREASING INNUMBERS

.Before 1995Particulars

6Branches/ Offices

3,000Customer Base

Single productProduct Portfolio

ATMs -

Employee Base 1,000

Internet customers -

Now

1,568

31 Mn

complex retail &corporate finance

products

4,883

>40,000

18.3 Mn


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ICICI BANK tag line

Hum hain na trust, credibility, total

financial solution provider (brought

about through its cross selling effort)


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ICICI BANK LOGO

The entire logo is used to convey the meaning

identify the organization ICICI Bank, a subject

of public interest significance of the logo is to help the reader

identify the organization, assure the readers that

they have reached the right article containingcritical commentary about the organization


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ICICIBANK SERVICE DELIVERY PROCESS

Existing customer New customer

Either punch Select from Saving A/c Credit Card Loan Bond

Card or A/c No options

Start Time of a call

Saving A/c Credit Card Loan Bond Name

Address

Start time Contact Details

A/c No or Card No. Profile

Name Type of Account to be

OpenedConfirmation(DO5B,TelNo) Preferred Time to meet

Type of service/Escalation Remarks

Preference Time Crossell (other service) if any

SRNos. SRNos.

End Time End Time


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Lead process for consumer

finance

Sound selling

strategy

Multi product

offerings

Multi channel

offerings

Pan-Indiaprovider offull suite of

retail

products

Efficientoperations

Leveraging corporate &channel relationships

Focus on cross selling

The one stop financialshop

Product differentiation

Technology led deliveryof products

Superior service qualityat optimum cost

Aspirations

Marketleadership

&

Scale


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consumer credit distributionc

Doorstep delivery

Agents taking product to

the customer

Availability of credit at thecustomers home or office

Point-of-sale delivery

Strong channel partnernetwork

Manufacturers, dealers,realtors

Availability of credit atpoint-of-sale of product

Enhanced customer convenience the key selling proposition


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PRODUCT MIX

CITI ank

Personal

anking

NRI

anking

Corporate

anking


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Credit cards

Shopping

Travel Fuel

Lifestyle others


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TRAVEL FUEL


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Loans

Personal loan

Home loan

Loans against

property

Stock power

Ready credit


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Service Delivery

Process

Waiting time

Account opening Cheque and DD

related services

Security Services


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Service Charges

Saving Account Rs 1lac for

Suvidha Premium Acc

Current Account

Loans 16% - 28%,depends upon

credit parameters

ATM


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TARGET PEOPLE & POSITIONING...

India as an top-most priority market

Premium Segment

Wealthy Individuals

Blue-chip Corporates

Citi that never sleeps


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Logo & Colour


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Lowercase sans serif font and a small, arched

red line

The red line actually represents an umbrella,

with the 't' serving as the handle.

The umbrella symbolizes the security andprotection you will likely receive if you use the

company's services.


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Working Environment


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Interior is well furnished

Well defined environment

Employees are expert in

their field


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Operates in..


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CITI BANK V/S ICICI BANK

Professionalism

Technology

Branch Banking


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As Consumer finance opportunity in

India strong because of

Growing consuming class

Rising incomes

Citibank should identified retail

banking as an opportunity for

growth

Focus on customer convenience Developing and leveraging

technology channels

International banking as the next

growth horizon for ICICI bank

Leveraging technology for banking

services


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