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.
