ICICI BANK

Introduction:1.
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Setup in 1994
Headquartered in Mumbai
Largest Private Sector Bank in India by Assets and Profits
Third most valuable bank in India after SBI and HDFC
It has also taken initiative to Go Green in order to create awareness about
environment amongst the people.

Marketing Mix of ICICI bank are as follows:1. Product in the marketing mix of ICICI bank
Consumer banking It includes a number of deposits like Saving account,
Recurring account, Fixed deposit account, special accounts for senior citizens
and also teenagers.
Cards These cards include Credit card, Travel card and Debit card.
Loans This include Personal Loans, Medical Equipment loans, Farm
Equipment Loans, Vehicle Loans and Loans against Securities.
Insurance ICICI bank is known for its large portfolio of Insurance options.
2. Place in the marketing mix of ICICI bank
Banks operation:- ICICI Banks operation has spread all over the globe and it
has subsidiaries and branches in 19 countries like Russia, United Kingdom,
Canada, Singapore, US, Hong Kong and Qatar.
Set-up of ATMs and Branches:- In India, ICICI Bank has a huge set-up of
11,162 ATMs and 3,800 branches. All its branches are equipped with modern
facilities. The places act as a distribution channel for the banking facilities
where services are provided anytime 24*7
Door Step Service:- It also provides door step services
3. Price in the Marketing mix of ICICI bank
It has a very clear-cut pricing policy. However, when you compare it with PSUs
like Kotak mahindra, then ICICI can clearly be seen as a Premium priced bank.
The banks main aim is to eliminate competition in the banking field.The bank
offers loans and schemes to attract its customer. The rates are evaluated at
regular periods and changed to suit the needs and demands of both the bank
and the customer.
4. Promotions in the Marketing mix of ICICI bank
Under the promotional strategy, ads have been placed in the print media and
famous personalities have been roped in for visual media. It has been a huge
boost forICICI Bank to hire Amitabh Bacchan, the famous actor, in the
advertisements. All the ads related to the bank denotetrust and this has
helped them immensely as trust is a rare commodity in todays world.
Promotions are also done through films like Baghban. ICICI Banks tag line is
very appropriate Hum Hain Na because it promotes credibility, trust and
financial solutions to every customer.

Marketing Mix of Fiama Soap

Fiama Di Wills is an Indian personal care brand that offers shampoos,
conditioner, bathing bars and shower gels. Launched on September 15,
2007, the brand was the second to roll out of ITCs personal care stable.
Deepika Padukone, a leading Indian cinema actress, has endorsed the
brand from the onset.
Product:1. Focused on women.
2. To keep skin youthful.
3. Fiama Di Wills Gel Bars are non-oily and condition your skin to give
you a fresh, clear look with every shower.
4. Retaining skin proteins to give you healthy, glowing skin.
5. Fiama Men Gel Bathing Soap, Fiama Exotic Dream, Fiama Clear
Springs Gel Bar,etc
Price:Fiama Clear Springs Gel Bar - Pack of 3 Rs.168
Fiama Men Gel Bathing Soap-Pack Of 3 Rs.149
Fiama Exotic Dream-Pack Of 3 Rs.122
Place & Promotion:The company has invested behind big-ticket brand ambassadors such
as Deepika Padukone. Sapna Bhavnani, a celebrity hair stylist, has also
endorsed the brand since March 2010. Fiama Di Wills Transparent Gel
Bathing Bar was the recipient of the prestigious Product of the Year
award in 2010 in the soap category. Stores are located all over India.
In his book The Practice of Management, Peter Drucker declares there is only one
purpose of a business: to create a customer.
A customer is defined as a person who pays a business for goods and services. If a
person does not pay, they are not a customer.
The Purpose of a Business:A business enterprise has two basic functions: marketing and innovation.
If we want to know what a business is, we have to start with its purpose. And the
purpose must lie outside the business itself. In fact, it must lie in society, since a
business enterprise is an organ of society. There is only one valid definition of
business purpose: to create a customer. The customer is a foundation of a
business and keeps it in existence. The customer alone gives employment. And it is
to supply the customer that society entrusts wealth-producing resources to the
business enterprise.
Because it is the purpose to create a customer, any business enterprise has two
and only two basic functions: marketing and innovation. These are the
entrepreneurial functions. Marketing is the distinguishing, the unique function of the
business.

ACTION POINT: Find out what needs your customers want fulfilled today.
Determine how well your products are meeting the needs of your customers. That is
the purpose of business.
Peter F. Drucker, social ecologist
Needs:
Needs exist in the individual. They describe basic human requirements. They
indicate a state of felt deprivation. Marketing does not create needs. They exist
in the individuals automatically with the follow of time. Different people have
different needs some of them are as follows:
Physical needs: This types of need is related to food, clothing and shelter.
Safety needs: Under this need, people want protection from physical harm
and economic threat.
Social needs: Under this need, they want love, friendship and belongingness.
Ego needs: Under this need, they want status recognition and self-esteem.
Self development needs: They want knowledge, achievement and creativity.
Wants Wants are a step ahead of needs and are largely dependent on the
needs of humans themselves. For example, you need to take a bath. But i am
sure you take baths with the best soaps. Thus Wants are not mandatory part of
life. You DONT need a good smelling soap. But you will definitely use it because
it is your want. In the above image, the baby needs milk but it WANTS candy.
Demands You might want a BMW or a Mercedes for a car. You might want to
go for a cruise. But can you actually buy a BMW or go on a cruise? You can
provided you have the ability to buy a BMW or go on a cruise. Thus a step
ahead of wants is demands. When an individual wants something which is
premium, but he also has the ability to buy it, then these wants are converted
to demands. The basic difference between wants and demands is desire. A
customer may desire something but he may not be able to fulfill his desire.
Conclusion:- The needs wants and demands are a very important component
of marketing because they help the marketer decide the products which he
needs to offer in the market. Thus the flow is like this.
Market >> Identify needs wants and demands >> Offer products to satisfy
either needs wants or demands.

Marketing Mix of McDonalds Restaurant

The marketing mix of Mcdonalds consists of the various elements in the
marketing mix which form the core of a companys marketing system and
hence helps to achieve marketing objectives. The marketing mix of Mcdonalds
discusses the 4ps of the leading burger chain across India offering the tastiest
burgers and french fries.
1. Product
McDonalds places considerable emphasis on developing a menu which
customers want. Market research establishes exactly what this is.
However, customers requirements change over time. In order to meet
these changes, McDonalds has introduced new products and phased out
old ones, and will continue to do so. In India McDonalds has a diversified
product range focussing more on the vegetarian products as most
consumers in India are primarily vegetarian. The happy meal for the
children is a great seller among others.Example:-Big Mac, Happy Meal,Mc
caf, French Fries.
2. Price
In India McDonalds classifies its products into 2 categories namely the
branded affordability (BA) and branded core value products (BCV). The
BCV products mainly include the McVeggie and McChicken burgers that
cost Rs 50-60 and the BA products include McAloo tikki and Chicken
McGrill burgers which cost Rs20-3 This has been done to satisfy
consumers which different price perceptions.
3.Promotion
1.Logos, 2.Billboards,3.Mascot Figure,4.Packaging,5.Updated Branding

4.Place
1.Around the World,2.All over the US,3.Right Of the Highway.
What happened to Betty Crocker Cake Mix when it was first launched ?
1. Cakes are a big hit in homes, Children love them and so do Adults
2. Betty Crocker Cake Mix was an innovative product
3. A ready mix Cake it was bang on as a product. The easy to use mix
was convenient and saved time.
4. But when the product was launched it turned out quite poorlysales
never took off.
5. Betty Crocker took the help of Behaviourial Psychologists to
discover Customer insights.
6. Research found that Instant cake mixes were seen as too Lazy by
discerning Home Makers
7. Act of making cakes is emotional and instant cake mix buyers
susceptible to be seen as Not Caring enough
8. Result: Lazy Mothers liked Betty Crocker Cake Mixes
9. The marketing angle of the product was quickly changed.
10.
The advertising stressed on the elaborate preparation process
of the Cake Mix.
11.
The marketing communications changed to make the product
more detailed.like break two eggs, beat it, mix it, set it and then
put it in the oven.
Why Tata Nano Fails?
The Tata Nano is a city car manufactured by Tata Motors. Made and
sold in India, the Nano was initially launched with a price tag of
100,000 (US$1,500) which was ultimately increased with time.
Designed to lure India's burgeoning middle classes away from twowheelers, it received much publicity.
Alternatives: For the price of a Nano, I could easily get a 3 year old "full"
car. Why would you spend 150,000 INR for a "toy" car? Nano is not suitable as
the only car at home given its various limitations. In Indian families, car rides
can involve as many as 6 people on a few occassions.
Aspirational: Tata made it look utilitarian. However, Indian car buyers are
not utilitarian but aspirational. They want to show-off their car. Tata's
marketing made sure that the car looked "cheap" and not "hip". Tata repositions 'cheap' Nano car
Intra-city transportation: In India, intra-city transportation is fairly well
addressed by auto rickshaws and taxis. It is the intercity transportation that
middle class often needs the car for (such as going to your family temple or

visiting in-laws). These roads range from fast highways to untopped

mudroads. Nano is terrible on both these roads.
Pricing netherland: Nano is priced at a range where it is too expensive for
the lower middle class and too shabby for the upper middle class. The class
inbetween always looks to the upper class & upper middle class, and thus
avoided altogether. TATA NANO: Failure Due to Perception
Unclear targeting: A college kid would rather pay Rs.80,000 for a cool
looking Pulsar motorcycle than a Rs.150,000 cheap car. For older people, the
low suspension is really uncomfortable. For family people, there is not enough
space to keep stuff.
Meaning of Barter Exchange:
In the beginning of civilization, human needs were simple and limited. People used
to exchange goods with each other to satisfy their wants. Barter Exchange refers to
exchange of goods for goods. Barter System can work when there exists Double
Coincidence of Wants.
1. Lack of Double Coincidence of Wants:
Barter system can work only when both buyer and seller are ready to exchange
each others goods. For example, A can exchange goods with B only when A has
what B wants and B has what A wants. However, such double coincidence is very
rare.
2. Lack of Common Measure of Value:
In the barter system, all commodities are not of equal value and there is no
common measure (unit) of value of goods and services, in which exchange ratios
can be expressed. For example, if A has wheat and B has rice, then it is difficult to
decide, how much wheat is needed to exchange with one kilogram of rice. In the
absence of common measure, the exchange ratio is fixed randomly, in which one of
the party generally suffers.
3. Lack of Standard of Deferred Payment:
Under barter system, contracts involving future payments or credit transactions
cannot take place with ease because of following reasons:
(a) The borrower may not be able to arrange goods of exactly same quality at the
time of repayment.
(b) There may be conflicts regarding which specific commodity is to be used for
repayment.
(c) The commodity to be repaid may lose or gain its value at the time of repayment.
So, it is very difficult to make deferred payments in the form of goods.
4. Lack of Store of Value:
Under barter system, it is difficult for people to store wealth for future use because:
(a) Most of the goods (like wheat, rice, vegetables, etc.) do not possess durability,
i.e. their quality deteriorates with passage of time.

(b) Storage of goods requires time and efforts.

As a result, goods cannot be used to store the earnings for a long period.

The history of currency concerns the development of means of carrying out

transactions involving a physical medium of exchange. Money is any clearly
identifiable object of value that is generally accepted as payment for goods and
services and repayment of debts within a market or which is legal tender within a
country.
Money Is a Unit of Account
Money is a unit of account because everything in the economy is quoted in terms of
it. For example, when Margie sells cakes in her bakery, she offers the cakes for sale
at a certain price. That price is quoted in terms of money. Let's say she has a
chocolate cake selling for ten dollars - that's a really good one, by the way. When
Bob sells his lawn service, the price of his service is quoted in dollars, also. Let's say
he charges $20 per yard. If you think about it, Bob's lawn service is really worth two
of Margie's chocolate cakes, and Margie's $10 cake is worth a half of Bob's lawn
service. Since Bob is not the only customer Margie has, and Margie isn't Bob's only
customer, they need a unit of account that works for everyone in the economy. In
this way, money functions as a unit of account, which is the foundation of every
transaction taking place around us.
Money Is a Medium of Exchange
Money is a medium of exchange because it can be used it to buy goods and
services in an attempt to satisfy unlimited needs and wants. For Bob, he wants
chocolate cake (who doesn't?) and lots of it. Bob is a business owner in the town of
Ceelo. Every time he buys a cake from Margie's bakery, he exchanges the money he
earned from his job for a cake. Money serves as an important medium of exchange
in the economy, empowering people to purchase goods and services in an attempt
to satisfy their unlimited needs and wants.
Money Is a Store of Value
Money is a store of value because Bob can exchange his lawn services for money
one day and then use it to purchase goods and services at a later date. When he
earns a paycheck, he cashes it at the bank, for example. Bob can hold the cash in
his wallet for a few minutes, a few days or even a few months or years before he
decides to exchange it for one of Margie's outrageously, decadently delicious,
chocolate cakes. Unfortunately, inflation prevents most of the money in existence
today from serving as a pure store of value, because the money loses a significant
portion of its purchasing power over time. However, if there were no inflation, then
money would serve as a near-perfect store of value.

Transportability
This third characteristic means that money can be easily moved from one location
to another when such movement is needed to complete exchanges. When people
head off to the market to make a purchase or two, then they need to bring along
their money. But to "bring along their money" they obviously need to "BRING along

their money." That is, the money must be transportable. Money that is NOT
transportable is not transported, so it is not used.
In his book The Practice of Management, Peter Drucker declares there is only one
purpose of a business: to create a customer.
A customer is defined as a person who pays a business for goods and services. If a
person does not pay, they are not a customer.
Best Job in the World
1. Queensland Tourism, Australia released an advertisement for a
Caretaker
2. The global classified ad was seeking a caretaker for Australian
paradise Hamilton Island.
3. The advertisement called it the Best Job in the WorldWhy?
Ad goes viral across a growing Social media universe
1. Thousands applied from all over the world
2. Landscape artists, Chefs, Body Builders, Swimming Coaches,
Florists, Belly Dancers
3. Gymnasts, Gym Trainers, Yoga experts, Dieticians, Doctors, Trekkers,
Sailors, Singers, Painters
4. Hair Stylists, Tatoo artistes, Pilates experts
The next hook was a reality TV-style whittling-down of the candidates via
social media, which heightened the buzz world wide media groups
covered the story.
World wide hit
Dubbed the worlds greatest PR stunt, Tourism Queenslands Best Job in
the World campaign of 2009 was a masterclass in the power of public
relations to spread an upbeat story far and wide.
Difference Between Public Relations And Advertising?
1.Define PR & Advertising
Define Advertising
2. Paid Space or Free Coverage
Advertising:
The company pays for ad space. You know exactly when that ad will air or be
published.
Public Relations:
Your job is to get free publicity for the company. From news conferences to press
releases, you're focused on getting free media exposure for the company and its
products/services.
3. Creative Control Vs. No Control
Advertising:

Since you're paying for the space, you have creative control on what goes into
that ad.
Public Relations:
You have no control over how the media presents your information, if they
decide to use your info at all. They're not obligated to cover your event or
publish your press release just because you sent something to them.
4. Writing Style
Advertising:
Buy this product! Act now! Call today! These are all things you can say in an
advertisement.
Public Relations:
You're strictly writing in a no-nonsense news format.
5. Duration of coverage
Advertising: You can pay for an advertisement to be shown in the media as many
times as your budget allows.
PR: An advantage of PR is that you can send a story idea to a number of
journalists who will then publish the story in different ways