Project in Brand Management

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

1994 : ICICI Bank set up.

Introduction

1997 : The name The Industrial Credit and Investment Corporation of

India Ltd changed to ICICI Ltd.
1998 : Introduced the new logo symbolizing a common corporate
identity for the ICICI Group.
2000 : ICICI Bank became the first commercial bank from India to list
its stock on NYSE.

2002 : ICICI Ltd merged with ICICI Bank Ltd to create India’s second
largest bank in terms of assets.
2003 : ICICI Bank set up its first ever offshore branch in Singapore.
: ICICI Bank became the market leader in retail credit in India.
2007 : ICICI Bank raised Rs 20,000 crore (approx $5 billion) from both
domestic and international markets through a follow-on public
offer.
Corporate v/s Brand strategy
Corporate strategy –
To leverage the ICICI franchise to service all
product portfolios in the financial sector
• ICICI Group offers a wide range of banking products and financial
services to corporate and retail customers through a variety of delivery
channels and through its specialised group companies, subsidiaries and
affiliates in the areas of personal banking, investment banking, life and
general insurance, venture capital and asset management.
Corporate v/s Brand strategy
Corporate strategy
• ICICI BANK is India's second-largest bank with total assets of US$ 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 I Man
‘ICICI’ name.
Brand Identity – Corporate Colours

The Corporate colours reflect ICICI Group’s 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 Group’s 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 SME’s, Firms)
- Savings-bank Account facility (Retail Cusomers)
- 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 ATM’s 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 NRI’s)
- 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” – Branchfree Banking – India’s First Fully On-line Bank from ICICI
(No chequebook, zero minimum balance, zero hidden charges)

- Taking Tax Planning to the Customisation Level –

- Computation of Tax Liability of Individual Assessees and Tax Planning
(Hitherto an Income-Tax Practioners’ or C.A’s domain)
- Linking the Account to the Income Tax - P.A.N. No. / E-Returns

- Customised 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 India’s 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
India’s 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 ShahRukh 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.

SRK’s 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, SME’s)

• 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