An attempt to study the brand management approach by ICICI Bank

1. 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 Project in Brand Management

2. 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.

3. 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.

10. 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 The Corporate colours reflect ICICI Group’s core values.

11. 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 – Corporate Colours

21. Positioning Measuring Perception

22. - Losing their nerve and their confidence - Diffident or suffering from inferiority complex Positioning Surprisingly Insecure ‘ Surprisingly SBI’ campaign made India’s largest bank appear as if they are 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

24. Reaching out to the Global Indian In 2006, ICICI Bank Limited, signed up Bollywood superstar ShahRukh Khan as its global brand ambassador . 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. Positioning "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.

28. 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

29. Impeccable Placement Placement of ICICI Bank in Kaun Banega Crorepati ICICI found the right opportunity at the right time, that too at Prime Time Brand Communication KBC's celebrity anchor Amitabh Bachchan hands over an ICICI cheque of Rs 1 crore to winner Harshvardhan Nawathe

30. 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. Brand Communication 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.

31. In-film placement / promotion Brand Communication 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.

32. Direct Mailers Brand Communication 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

33. Awards and Recognition Brand Communication 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.

34. Customer Education Series Brand Communication 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

35. Management Speak Brand Communication 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.

36. Thank You