32. Market share of the banks in India (as on 31/12/2005): 3.4% 193 Axis Bank 1.9% 162 Standard Chartered 2.1% 177 HDFC Bank 4.1% 356 Bank of Baroda 5.3% 458 Bank of India 5.5% 472 PNB 5.5% 476 Canara Bank 7.3% 631 ICICI Bank 22.7% 1,955 SBI Market share Advances FY04 (Rs bn)
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34. The Marketing Background Worksheet Improve the brand image and change the perception of the people. Marketing Communications 6 To improve the market share by improving the capitalization to 500 Crore by the end of 2011. Marketing Objectives 5 Based on the services. Competitive Evaluation 4 Urban and Sub urban areas Source of business 3 Highly competitive market (basically three categories of banks). Market Assessment 2 Banking services. Product Descriptions 1 Descriptions Key Considerations S. No.
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36. The Decision Grid - Family User - Own Purchaser - Own Decider - Peer group, working member in the family, brokers and agents Influencer - Peer group, Bank relative friends Initiator Trade Consumer Role Target Audience
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38. The Behavior Sequence Model Branch offices, internet Branch office, internet Branch, internet Helps in PI Where purchase is likely to occur Internet, branch offices Internet, branch offices Ads, from peer group, agents and brokers Helps in PI ,PF How is it likely to occur Branch timings Branch timings Not definite Helps in Bat Timing of purchase Post purchase evaluation, cost benefit analysis Selecting the best option Problems, finding the right source of information, evaluate Brand awareness Decision roles involved Usage Purchase Information search Need Arousal Consideration at each stage Decision Stages
39. The IMC Task Grid Employee, agents, Direct Marketing - User (individual and family) Develop personal touch for the repeat usage Usage Agents, internet - Decider Motivate Purchase Agents, print ads, brochures Ads, Direct Marketing User, influencer Awareness Information Search/ Evaluation Agents, ads Ads Person seeking for banking services (user) Problem definition Need Arousal List best IMC option for satisfying each communication task Determine best way of reaching primary target audience group at each stage Determine primary target audience group to reach at each stage List specific result desired from the appropriate communication effect needed at each stages From Decision Grid list appropriate decision stages IMC Options Where and When Target Audience Communication Task Decision Stage
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