Tab banking by ICICI bank

Internet and mobile phone especially Tablet & Smartphone have rehabilitated scenario across the world. The word “Digital” is coming into the doorstep picture amongst the all major media like Print, Electronic and OOH. Stuffs are becoming more digitalize, with advance landscapes and convenient for end-users. Today, companies have started to spend almost 20 to 25% budget on digital marketing out of total marketing & advertising budget. Significantly, there are two objects for spending on digital medium: (1) Creating an awareness effectively & conveying the message rapidly & easily to your target audience (2) Abundant economical medium.

Focused as well as Top medium in Digital marketing 2013 onwards (For all major industries including Service): - Social media, Blogs, SEO & Content marketing, Mobile marketing and E-mail Marketing.

Like other industries, Financial & Banking services are also significantly emphasize on digital marketing. All major banking (including private & public sector) transactions are available through “Net banking & Mobile banking” and simultaneously consumers are also being used the same facilities for their convenience. Competition is growing rapidly in order to gain/acquire more consumers because all banks are offering almost similar services (including Net & mobile services) in market. However, ICICI bank has been found gap between bank service & consumers, and initiated an innovative and convenient service for consumers which service is known as “Tab banking service” in India.

Total Bank in India: - 84 Appx. (Including Public Sector, Private Sector & Foreign bank)

Amongst the 84 bank, ICICI is the only banks in India which has initiated “Tab banking service” and it is available in 29 cities of India with 9000 Appx. ICICI Tablet.

Tab banking service: - To open “Saving Account” within a day. ICICI bank executive will visit at your doorstep. And, executive will be taking your photo & picture of document through tablet phone, then immediately will get text message on your phone as a part of confirmation.

Core Advantage to consumers: - (1) Save the important time in any busy schedule or occasion time. (2) Opening account within a day (3) Avoid mismatch between physical documents & account form.

The campaign is released with 360 degree marketing and communication including TVC, Print (Newspaper), OOH and digital media. As a brand promise, this Tab banking service is being endorsed by Mr. Amitabh Bachchan (Big B of Bollywood). ICICI bank Tagline is itself promising “Khayal Apka (Taking care)” which is being rewarded.

Television commercial:- http://www.youtube.com/watch?v=gXX7UeIXTV0 

Brand is delivering same which has been promised to consumers. Though, ICICI bank has also been won the reward for being an initiated innovative services in banking industry.

Various Rewards won by ICICI Bank:-

Source : Wikipedia

It is most significant to find the gap between consumers & product/service and understand consumers psyche. Today, consumers are more looking towards “convenience” along with price & quality of product/service. He/she will not be preferring those stuff in which they are feeling uncomfortable or inconvenience despite of good quality & best price.

Market share can capture only when you understand your consumers or customers and deliver the same with strategically. Today, ICICI bank has initiated an innovative service, later on it may chance to be initiated same service by rival banks. To sustain in competitive market, it must become an essential to introduce something new, innovative or niche as per consumers demand & their convenience.

Keep the brand continue ‘Niche’ + deliver the brand promise = Gain consumers/customers & build up strong brand identity as well as brand equity.