Customer Satisfaction in Icici Bank

6651 Words Mar 11th, 2012 27 Pages
PSG COLLEGE OF ARTS AND SCIENCE Coimbatore -14 An autonomous college and Affiliated to Bharathiar University

The effects of Promotional strategies in the Marketing of financial services in ICICI Bank

by Suryabala.S BBM II Dec 2011

The effects of Promotional strategies in the Marketing of financial services in ICICI Bank

2011

TABLE OF CONTENTS:  

Preface Executive Summery o Research objectives



Introduction o Scope



Research o Research methodology o Sampling o Data collection

 

Literature review Data Analysis and interpretation o Online banking o iMobile o PAYBACK o Privilege Banking o ATM Banking

  

Recommendation Conclusion Reference

Suryabala.S

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The effects of Promotional strategies in the Marketing of
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 Personal selling: Selling a product service one to one. By personalizing advertising, response rates increase thus increasing the chance of improving sales.  Direct Mail: Is the sending of publicity material to a named person within an organization.

Message & Media Strategy An effective communication campaign should comprise of a well thought out message strategy. What message are you trying to put across to your target audience? How will you deliver that message? Will it be through the appropriate use of branding? Logos or slogan design? The

Suryabala.S

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The effects of Promotional strategies in the Marketing of financial services in ICICI Bank

2011

message should reinforce the benefit of the product and should also help the company in developing the positioning strategy of the product. Media strategy refers to how the organization is going to deliver their message. What aspects of the promotional mix will the company use to deliver their message strategy? Where will they promote? Clearly the company must take into account the readership and general behavior of their target audience before they select their media strategy. What newspapers does their target market read? What TV programmers do they watch? Effective targeting of their media campaign could save the company on valuable financial resources.

RESEARCH OBJECTIVES A) Primary Objective   To understand & measure the impact of advertising in the market. To measure the
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