Project in Brand Management

Group No. 10
Shailaja Menon Gautam Prabhukeluskar Komilla Harry Anish Patel Aparna Kanchugar Vinay Shriyan Roll No. 24 Roll No. 58 Roll No. 10 Roll No. 34 Roll No. 14 Roll No. 61

Introduction

1955 :

The Industrial Credit and Investment Corporation of India Limited incorporated at the initiative of the World Bank, the Government of India and representatives of Indian industry, with the objective of creating a development financial institution for providing medium-term and long-term project financing to Indian businesses. ICICI Bank set up.

1994 :

Introduction
1997 : 1998 : 2000 : The name The Industrial Credit and Investment Corporation of India Ltd changed to ICICI Ltd. Introduced the new logo symbolizing a common corporate identity for the ICICI Group. ICICI Bank became the first commercial bank from India to list its stock on NYSE. ICICI Ltd merged with ICICI Bank Ltd to create Indias second largest bank in terms of assets. ICICI Bank set up its first ever offshore branch in Singapore. ICICI Bank became the market leader in retail credit in India. ICICI Bank raised Rs 20,000 crore (approx $5 billion) from both domestic and international markets through a follow-on public offer.

2002 : 2003 : : 2007 :

Corporate v/s Brand strategy

Corporate strategy To leverage the ICICI franchise to service all product portfolios in the financial sector
ICICI Group 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 group companies, subsidiaries and affiliates in the areas of personal banking, investment banking, life and general insurance, venture capital and asset management.

Corporate v/s Brand strategy

Corporate strategy
ICICI BANK is India's second-largest bank with total assets of US$ 100 billion at March 31, 2008. The Bank has a network of about 1,308 branches and 3,950 ATMs in India and presence in 18 countries (as on March 2008). ICICI Prudential Life Insurance Company is the largest private sector life insurance company offering a comprehensive suite of life, health and pensions products. ICICI Lombard General Insurance is the largest private sector general insurance company. It has a comprehensive product portfolio catering to all corporate and retail insurance needs and covers Home / Motor / Overseas Travel Insurance etc.

Corporate v/s Brand strategy

Corporate strategy
ICICI Prudential Asset Management is the second largest mutual fund with asset under management of Rs. 547.74 billion and a market share of 10.2% as on March 31, 2008. ICICI Venture is one of the largest and most successful private equity firms in India with funds under management in excess of USD 2 billion. Its investment focus areas span across private equity, buyouts, real estate and mezzanine financing. It has several "firsts" to its credit in the Indian Private Equity industry.

Corporate v/s Brand strategy

Brand Strategy
Shedding its image of an Financial institution . 2001 : Safer, Simpler, Smarter (making foray into retail) 2003 : Hum Hain Na (Beyond Just banking) 2005 : Opportunities Unlimited 2008 : Power of Belief
(in wake of the Financial crisis )

Corporate v/s Brand strategy

Brand Strategy

ICICI Bank Brand Values

Trustworthy Customer-centric Friendly Technologically driven World Class Modern

Brand Identity Corporate Identity

The Corporate Identity of a company can truly be said to be a symbol of the values that the company stands for. The logo depicts a dynamic individual with drive and conviction and personifies the human capital of this company, which is indispensable to further progress. The individual in the logo also symbolises the strong human focus of the group, whether it be in the form of reaching out to a shareholder or individual customers. The I in the logo also stands for numero uno, a position that the Group has always strived to achieve. It also lends itself to representing the ICICI name.

I Man

Brand Identity Corporate Colours

The Corporate colours reflect ICICI Groups core values.

Orange - The Colour of Dynamism

An organisation, responsive to market conditions & customer needs. Breaking new ground in finance and banking solutions.

Blue - The colour of Trust and Depth

Trust brought about by the security of knowing that you are dealing with an organisation that brings to you expert knowledge, a high level of commitment, professionalism and ethics.

Maroon - The colour of Warmth

An organisation that goes beyond the basics to understand its customers and provide them with products and services with a view to building lasting relationships..

Brand Identity Corporate Colours

Grey - The colour of Stability
A stabilty brought about by an outstanding track record of over 50 years of banking and finance.

White - The colour of Ethics

An organisation which has set for itself high standards of corporate governance standards which guide its professionals who are committed to the highest levels of integrity and work ethics.

Electric Orange - The colour of Dynamism Brighter & Sharper.

An organisation that is responsive to customer needs and provides value by delivering it.

Brand Identity Conformity to statutes

All marketing communication from ICICI Groups should conform to the guidelines laid down in the following Acts.
1.Trademarks Act 1999 2.Copyright Technology Act 2000 3.Information Technology Act 2000 4.Emblems and Names (Prevention of Improper Use) 5.Prevention of Insults to National Honour Act 1971 6.SEBI ( Disclosure and Investor Protection) Guidelines 7.The Indian Penal Code criminalizes speech that is defamatory. 8.The Indecent Representation of Women (Prohibition) Act, 1986. 9.Cable Television Networks (Regulation) Act, 1995. 10.ASCI Guidelines

Brand Identity Editorial Ambience

The ICICI brand should appear on all media TV, Print, Online, Outdoor, etc. only after taking into consideration the editorial ambience of the same. ICICI as a brand will not be featured on any editorial content that falls under any of the following categories: 1. Sexually explicit and can be deened to be vulgar in content 2. Horror and related genres. 3. High levels of violence in content 4. Anything which is in the nature of being sensational, controversial or speculative. 5. Anything which is denigrating to any religion or regional community. 6. Slapstick humor in content. 7. Anything which could be considered disrespectful or derogatory to the consumer.

5 Levels of Product v/s. Brand Core Benefit Level

The fundamental need / want that consumers satisfy by consuming the product or service. Banking Facilitates - Commerce (Trade and Aids to Trade) Banking is 1of the 6components of Aids to trade - Savings in the Household sector

Bank providing Commercial Banking (Trade and Industry) Current Account facility (Corporates and SMEs, Firms) Savings-bank Account facility (Retail Customers) Fixed deposit / Recurring deposit Account facility Loans & Advances

5 Levels of Product v/s. Brand Generic Product Level

A basic version of the product containing only those attributes or characteristics absolutely necessary for its functioning but with no distinguishing features. Basically a no-frill version of the product that adequately performs the product function.

Bank providing Money Transfer (Outstation cheques / DD ) Locker Facilities Execution of Standing Instructions Cash credit / Overdraft Letters of Credit Foreign Exchange

5 Levels of Product v/s. Brand Expected Product Level

A set of attributes or characteristics that buyers normally expect and agree to when they purchase a product.

Bank providing ATM Card / Debit Card / Credit Card. Home Loans / Car Loans / Personal Loans etc. Computerised Operations Dematerialisation Services (Demat) Sufficient location and geographies where ATMs are available or a Tie-up with other banks for sharing such facilities. - Core Banking (as against branch banking)

5 Levels of Product v/s. Brand Augmented Product Level

Includes additional product attributes, benefits, or related services that distinguish the product from competitors.

ICICI Bank Exhibiting Professionalism and Work-culture similar to a foreign bank Has harnessed Information Technology to its advantage Customer care / IVR Banking (24 X 7 helpline) Mobile Banking Internet Banking Corporate Net Banking NRI Services

5 Levels of Product v/s. Brand Augmented Product Level

ICICI Bank
- Cross Selling of other financial Products / Asset Classes : - Mutual Funds & Other Investment Products (Bonds) - Insurance Plans - Gold Bars / Coins - Wealth Management - Foreign Exchange Services - Online trading of stocks - Property Solutions (Home Search aimed at NRIs) - Pre-Approved - Home Loans / Car Loans / Personal Loans etc. - Custodial Services - Customer Education Series

5 Levels of Product v/s. Brand Potential Product Level

Augmentations / transformations that product might ultimately undergo in future.

ICICI Bank providing

b2 Branch free Banking Indias First Fully On-line Bank from ICICI (No cheque book, zero minimum balance, zero hidden charges) - Taking Tax Planning to the Customization Level - Computation of Tax Liability of Individual Assesses and Tax Planning (Hitherto an Income-Tax Practioners or C.As domain) - Linking the Account to the Income Tax - P.A.N. No. / E-Returns - Customized Reporting : for meeting client requirements - Dedicated Client Relationship personnel to all customers - Leveraging Technology to the maximum

Positioning
Billion Dollar Question in 2006 -

Which is Indias Largest Bank ?

SBI - the Big Daddy of Indian banking
- a bank which started nearly 200 years ago - continues to be more than 50 % owned by the RBI - known as the banker to the government. -assets of $ 126 billion (Dec 2005) -network of 13,813 branches

ICICI closest competition a distant second

assets of $42 billion (Dec 2005) network of 1400 branches.

Positioning Measuring Perception

Positioning Surprisingly Insecure

Instead of correcting the picture, it shows SBI in bad light. Why are SBI investors not suing the management, was the question which was being asked

Surprisingly SBI campaign made Indias largest bank appear as if they are - Losing their nerve and their confidence - Diffident or suffering from inferiority complex

Positioning
To Dominate Retail Business & Customers Mindshare in India
In 2001 03, SuperStar 'Amitabh Bachchan' as the Brand ambassador , complimenting the brand values:  Towering personality  Perceived as trustworthy  Impeccable lineage
Mrs. Chanda Kochhar, the then Senior General Manager said, "Mr. Bachchan's universal appeal will help us to effectively communicate our brand message -- that customers will find it safer, simpler and smarter to transact with ICICI -- to a very diverse customer base encompassing people from all sections and life-stages."

Positioning
Reaching out to the Global Indian
In 2006, ICICI Bank Limited, signed up Bollywood superstar Shah Rukh Khan as its global brand ambassador.
"Having established our leadership in the retail business over the last five years, the bank is now poised to scale new heights in the global arena" ICICI Bank MD & CEO KV Kamath said. ICICI Bank Joint MD., Lalita D Gupte said that the bank's association with SRK, whose global popularity has been increasing, brings synergy to the bank's growing global presence. SRKs image and popularity with the NRI segment will further reinforce ICICI Bank's global identity, the bank said in a statement.

Points of Parity & Points of Difference

Points of Parity
Complete banking solution, providing
Accounts and deposits Loans (Housing, Personal, Car, Business, Term loans) Cards (Credit / Debit) ATMs Forex and trade services Wholesale banking (corporates, SMEs)

Cross selling of financial products NRI Banking Computerized operations & Core banking

Points of Parity & Points of Difference

Points of Difference
Technology: Right from the beginning the bank has harnessed
technology to its advantage.The branches are fully computerized with state-of-the-art technology and systems, fully networked through V-SAT (Satellite) technology. The Bank is connected to the international SWIFT network since March 1995. ICICI Bank's Infinity was the first Internet banking service in the country, and a prelude to banking in the next millennium.

Professionalism and Foreign bank-like look & feel All encompassing: For the Classes as well as the Masses

Points of Parity & Points of Difference

Points of Difference (continued)
Size : It has a huge balance sheet which it can leverage. Reach : 1308 branches, 3950 ATMs (March 2008) Customer focused : Customer education & awareness drive for Safe Banking Gaining global presence Green products and services : GO GREEN initiative

Brand Communication
Apart from the regular Television Commercials and Newspaper Advertisements, ICICI Bank has also used the following communication lines : - Impeccable Placement - In-film placement / promotion - Direct Mailers - Customer Education Series - Awards and Recognition - Management Speak

Brand Communication
Impeccable Placement
KBC's celebrity anchor Amitabh Bachchan hands over an ICICI cheque of Rs 1 crore to winner Harshvardhan Nawathe

Placement of ICICI Bank in Kaun Banega Crorepati

ICICI found the right opportunity at the right time, that too at Prime Time

Brand Communication
Impeccable Placement
End result : One of its kind leverage that draws the maximum attention subtly without being in your face.
The bank enjoyed a never before leverage every time Bachchan fished out a cheque to sign it and then hand it over to the eager KBC participant.

ICICI Bank brand name and logo on clear display all through while you get none other than Amitabh Bachchan to put his graphologically perfect signature in the viewers' full and unhindered view! Perhaps, Bachchan signing the same cheque in a regular TVC would not have carried the same subconscious effect that it did in KBC.

Brand Communication
In-film placement / promotion

In-film placement / promotion of ICICI Bank in the Hindi movie Baghban, where Amitabh Bachchan,(also the then Brand Ambassador )plays the role of an ICICI Bank manager.

Brand Communication
Direct Mailers
A Special Business unit in ICICI Bank effectively scrutinizes its MIS and database. It works out offers and sends these DMs to only to those who are eligible and are most likely to go for such an offer

Brand Communication
Awards and Recognition In Dec 2004 ICICI Bank had announced the launch of Emerging India Awards
The awards have been instituted to recognise the best sustainable value creators among Small and Medium Enterprises - SMEs.

Brand Communication
Customer Education Series
First of its kind initiative in the area of customer education Focus on peoples financial rights and needs Ensures that consumers make prudent financial decisions and are aware of the options, capabilities and rights

Brand Communication
Management Speak
Certain occassions have demanded that the Senior Management of ICICI Bank address the media to put to rest certain rumours that were floating around so that the confidence of all stakeholders would be restored.

Thank You