Proposal for Our Client

By Brand Consultant-Shubham Gupta

Current Market Standing

Leading with 27.6% share in home loan category of the domestic Indian banking market in July 2016*

Ranked 232 on the Fortune Global 500 list of the world's biggest corporations as of 2016**

Market leader with 35.5 % market share in mobile banking services in India for 2015-16***

*http://economictimes.indiatimes.com/industry/banking/finance/banking/Private-banks-eating-into-retail-loans-market-share-of-PSBs/articleshow/53195786.cms**http://beta.fortune.com/global500/state-bank-of-india-232***http://www.sbi.co.in/portal/documents/41076/60023/Annual+Report+2015-16.pdf/3985f755-6cec-46f4-a79c-9233c4d92237

Competitive Scenario

Past Brand StrategiesAwareness-read India campaign, donation of water purifier and recent Clean Ganga Campaign

Association- "PURE BANKING, NOTHING ELSE", "WITH YOU - ALL THE WAY", "A BANK OF THE COMMON MAN", "THE BANKER TO EVERY INDIAN", "THE NATION BANKS ON US“

Brand equity-SBI is continuously trying to build an image of technologically advanced bank by innovating new products and providing quality service to the customers. It was the first bank to provide loans to farmers and education loans.

Segmentation

Geography

• Rural and Urban• Metropolitan

Psychographic

• Trusted bank image• New generation banking

Age groups(in Years) Financial situation Banking needs

15-26 Low financial burden Auto-loan, credit cards

27-40 Housing loan needed Mortgage, credit card

41-59 Good financial position Home improvement lines, equity credit lines, money market deposit accounts Investment services

60 and above Less income Monthly income checks on CDs direct deposit of social security

Segmentation (continued)

POP and POD

Point of Parity SBI INCUBE E-Smart SM

Point of Difference SBI In touch Mingle

“BANKER TO EVERY INDIAN “

POSITIONING

Communication Strategies

What-Message strategy How –Creative strategy When and where-Media

Strategy

Old Logo

Current Logo

Print campaigns

SBI Card became one of the first Indian credit card

brands to install a Holocube to strengthen their

marketing programme.

OOH

DIGITAL MARKETINGVideo content on YouTube like SBI tutorial

videosTwitter- campaigns #DidYouKnow,

#SafeBankingTipSBI tech learning Centers (TLCs).

Why do we call SBI a STAR Performer ??

Critical observations Good Network Trust factor Innovative Customer service management Popular Service

Analysis of the observations

• Toughest competitor – ICICI, HDFC• Personality – Brand legacy• Survey result – Highly oriented towards

internet banking and card facility.

Branch Visit in Nagpur

Consumer Insights Long queue in Retail

bankingSaurav Dey,Male, 25

Years

Password is difficult to reset and OTP

comes lateGayatri

kapoor,Female, 50

Can SBI offer services to track my money ?

Anshita Agarwal,Female,25

CDM outside every branch

Shailesh Khapekar,Male,40

Years

RECOMMENDATIONS

Of Line /Brand Extension

My Money Map Teller Dash Board We-Care

My Money Map

• What is it ?

Basic Project TimelineSept’16 Oct Nov Dec Jan’17 Feb March April

Task 1

Task 2

Task 3

Task 4

Task 1 Preparation of Management development tool

Task 2 Training to Employee

Task 3 Customer awareness

Task 4 Launch on the Net banking portal

Investment PlanParticular Estimated amount in INR

Preparation of Management development tool

5 Lakhs

Training to Employee 1 Lakhs

Customer awareness 3 Lakh

Launch on the Net banking portal 1 lakhs

Total 10 Lakh

Expected outcome-Strategy to retain old customer and attract new customers as this facility will be availed free of cost by the net banking users.

Teller Dasboard

Teller Dashboard-“TD” is to place greater emphasis and importance on the customer experience at every contact point. The platform aligns customer relationship management (CRM) strategies, predictive analytics and data mining analytics with a user friendly, intelligent interface. By placing the customer as the focus point, Teller-Dashboard will give detailed analysis of ‘What tellers need?’ and ‘What customers need?’, thus simplifying the customer interaction with tellers. The dashboard will consolidate screens and workflows as well as streamlined operational processes enabling tellers to access the information they require promptly, while providing consistent customer service, regardless of the banking channel the customer is using. The deployment of the dashboard will reduce operational efforts and increase sales.TD will also identify any missing data and documents about customer, instanteously monitor ongoing transactions, complete such missing data and documents while the customer is the teller, propose any products the customer might need to support sales operations and track his daily sales as well gauge teller performance.

Basic Project TimelineSept Oct Nov Dec’16 Jan’17 Feb March April May

Task 1

Task 2

Task 3

Task 4

Activity

Legend

Task 1 Preparation of DatabaseTask 2 Training to Employees

Task 3 Media and Non-Media Campaigns

Task 4 Launch of Teller Dashboard

Investment PlanParticular Estimated amount in INR

Equipment/Start up 50 Lakhs

Training to Employees 10 Lakhs

Promotional Expenses 100 Lakh

Miscellaneous Expenses 10 lakhs

Total 170 Lakh*

*This costing is limited to only in Metro cities in India

Expected outcome-Focus on Investors and Expected rise in market share of 5%

FUTURE BRAND STRATEGIES

Continue focus on enhancing mobile banking facility

Efficiently use the resources after the merger

THANK –YOU !