A Study on different marketing strategies adopted by YESBANK

1. Marketing Strategy
adopted by
Presented by:
Trideep Borsaikia (TTM16001)
Pratik Raj Goswami (TTM16002)
Rekha Talukdar (TTM16003)
Kiran Chetry (TTM16011)
Paridhi Brahma (TTM16013)
MTTM, Department of Business
Administration
TEZPUR UNIVERSITY
1

2. Introduction
YES BANK Limited (YBL) India’s 5th largest private
sector bank founded in the year 2003 by Rana
Kapoor and Late Ashok Kapur after reforms were
introduced in the banking sector in the 1990s.
YES BANK is ‘India’s Fastest Growing Commercial
Bank’ provides complete banking experience
through an extensive network of over 860 Branches
PAN India, 1625+ ATMs across all 29 States and 7
Union Territories of India
2

3. Services provided by
• Branch Banking
• Business & Transaction Banking Solutions
• Corporate Banking
• Retail & Small and Medium Enterprise (SME)
Banking
• Investment Banking
• Corporate Finance
• Wealth Management business
3

4. Aspiration of
Become the ‘Finest Quality Bank of the World in
India’ by 2020
They have thus pursued a name which underlines twin
spirit of service and trust and the promise to deliver a
truly delightful and unprecedented Banking experience
to all customer i.e. ‘YES’
4

5. Print advertisement
showing the retail and
corporate banking
solution by
5

6. Strategies adopted by
•Differentiation Strategy –
• Technology
•Human Resource
oKnowledge driven approach to banking
6

7. Knowledge driven strategy
YES BANK is committed to support the sustainable
growth and development of developing sectors like
7

8. Technology
• FLEXCUBE Retail ( FCR)
• Strategic partnership with Gartner Inc.
• Price Water House Coopers as its partner.
8

9. Human Resource
• Experienced top management team
• Higher pay to retain talent
• 5% executive ownership clause
• YES entrepreneur in action
• YES-Professional Entrepreneurship Program
(YPEP)
• YES-Retail Entrepreneurship Programme (YREP)
• YES Mentor
• YES School of Banking
• YES University and School Relations
9

10. Marketing Approach of
Print media
Official sponsor of Indian Premiere
League (IPL)
Social Media (@YESBANK twitter
Handle & YES BANK facebook page)
10

11. 11

12. Conclusion
YES BANK is a market challenger in the
industry of private bank and it follows offensive
strategy to attack the market leader. It follows
certain differentiated strategy such as
Knowledge management, Technology and
Human Resource so as to stand out from its
competitors.
12

13. 13