SSR Institute of Management & Research, Silvassa

Empower Yourself @ IMR

AY: 2019-20 | MBA II

403MKT: Services Marketing

Unit 1 – Introduction to Services Marketing | Class Activity 01 – Report on Services

Provided by;
Banking Industries

A] Brief about the Industry:

Bank is an institution that deals in money and its substitutes and provides other money-related
services. In its role as a financial intermediary, a bank accepts deposits and makes loans. It
derives a profit from the difference between the costs (including interest payments) of attracting
and servicing deposits and the income it receives through interest charged to borrowers or
earned through securities. Many banks provide related services such as financial management
and products such as mutual funds and credit cards. Some bank liabilities also serve as
money—that is, as generally accepted means of payments and exchange.

B] Brief about the Firm/Company:

1. HDFC Bank: HDFC Bank, India's leading private sector bank, offers personal banking
services like Accounts & Deposits, Cards, Loans, Investment & Insurance products to
meet all your banking needs. HDFC Bank Ltd. is an Indian banking and financial
services company headquartered in Mumbai, Maharashtra. It has a base of 111,208
permanent employees as of 30 September 2019. HDFC Bank is India’s largest private
sector lender by assets. It is the largest bank in India by market capitalisation as of
February 2016. It was ranked 60th in 2019 Brand Top 100 Most Valuable Global
Brands.
2. Axis Bank: Axis Bank is the fifth-largest bank in India offering a wide assortment of
financial products. The bank has its head office in Mumbai, Maharashtra. It has 4,050
branches, 11,801 ATMs and 4,917 cash recyclers spread across the country as of 31
March 2019 and nine international offices.
3. Bank of Baroda: Bank of Baroda (BOB) is an Indian Multinational, public sector
Banking and Financial Services Company. It is the second largest public sector bank in
India post merger with a business mix of close to US$225 billion. Based on 2019 data,
it is ranked 1145 on Forbes Global 2000 list.
4. IDBI Bank: Industrial Development Bank of India (IDBI Bank Limited) was
established in 1964 by an Act to provide credit and other financial facilities for the
development of the fledgling Indian industry. Initially it operated as a subsidiary of
Reserve Bank of India RBI transferred it to GOI. Many institutes of national importance
finds their roots in IDBI like SIDBI, Exim bank, NSE and NSDL. The war cry for
reforms in financial space saw GOI reducing its stake in the bank in the year 2019.
5. ICICI Bank: ICICI Bank Limited is an Indian multinational banking and financial
services company headquartered in Mumbai, Maharashtra with its registered office in
 Vadodara, Gujarat. As of 2018, ICICI Bank is the second largest bank in India in terms
of assets and market capitalisation. It offers a wide range of banking products and
financial services for corporate and retail customers through a variety of delivery
channels and specialised subsidiaries in the areas of investment banking, life, non-life
insurance, venture capital and asset management. The bank has a network of 4882
branches and 15101 ATMs across India and has a presence in 17 countries including
India.

C] Company-wise Service Marketing Strategies:

HDFC Bank
1. Promos like wheels of fortune
2. online facilities
3. painting competition to promote the kids advantage account
4. Tied up with business today for 10000 copies of the magazine in each metros
5. Attractive schemes on accounts openings
6. sending personalize mails to the customer for new products awareness
7. Events based marketing
8. rewards for loyalty
Axis Bank
1. Plethora/ range of products & services to the customer
2. Pricing policies adopted by the bank like less interest rates, commission charges
and consulting fees
3. Promotion through different channels like print media, TVC and digital marketing
4. Gift hampers in lucky draw for loan takers
5. Celebrity branding by Deepika Padukone
6. Direct marketing approach to attract corporate employees and students
Bank Of Baroda:
1. Outdoor advertisements, T.V commercials, print advertisements, billboard
advertisements on its branches
2. Celebrity branding through Rahul Dravid, PV sindhu, K Shrikanth
3. Events based marketing in colleges
4. Door-to-door promotion strategy
5. Services on wheels
6. Various governments schemes also promoted
7. online promotion with own website as well as partners website by Dena Bank
8. Personalized advertisements through mobile marketing
9. Reward programs and schemes
IDBI Bank:
1. Promotion through word of mouth publicity, advertising campaign,
telemarketing and sales promotion.
2. Dedicated helpline and customer care centre.
3. Involved in CSR activities for blind and set up NAB, IDBI a polytechnic for blind
at Ambernath, Maharashtra
4. Released a commercial titled Banking & friendship
5. Events based marketing
6. Attractive schemes on accounts openings
7. Sending personalize mails to the customer for new products awareness.
 ICICI Bank:
1. Emotional & Rational appeal through its advertisements
2. Promotion through word of mouth publicity, advertising campaign,
telemarketing and sales promotion.
3. Dedicated helpline and customer care centre.
4. Events based marketing
5. Attractive schemes on accounts openings
6. sending personalize mails to the customer for new products awareness
7. Various governments schemes also promoted
8. Gift hampers in lucky draw for loan takers
9. promotion by various program My saving reward

D] Comparative Table / Chart of Services Offered.

Sr. no Particulars Common Strategy Unique Strategy
1. Online Facilities Promos like Wheels
2. Promotion through different on fortune
Channels like Broadcast media, Painting competition
1) HDFC Bank
Print Media, & Digital Marketing. to promote kids
3. Event Based Marketing account
4. Promotion of various Government Reward for loyalty
scheme Gift hamper in lucky
2) Axis Bank 5. Direct marketing draw
6. Sales promotion schemes Celebrity Branding
Bank of 7. Online promotion through Social Reward programs &
3) media marketing
Baroda Schemes
8. Sending Personalize mail to the Involved in CSR
customers Activities
9. Dedicated helpline & Customer Released a
4) IDBI Bank care centre for various Promotion commercial Paper
of new schemes & Facilities. Banking &
10. Door-to-Door Promotion Strategy Friendship
11. Plethora of products & Services Promotion by
promoted through pamphlets. various program
12. Promotion Strategy of attractive “My Saving
5) ICICI Bank pricing, interest, & Commissions Rewards”
Emotional &
Rational Appeal

E] Reference (If Any)

Submitted By: Submitted To:

Vikram V. Pandit Mr. Amar Vangad
Roll No.: 59 Assistant Professor
SSR IMR, Silvassa