Customer Satisfaction in Icici Bank
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
Page 1
The effects of Promotional strategies in the Marketing of financial services in ICICI Bank
2011
PREFACE
Effectiveness is the measure of the gap between results and objectives. Lower the gap, higher the effectiveness. Thus it is an evaluation of the advertising and other marketing process used as promotional strategies. The promotional evaluation process is frequently called accountability. Management wants the promotional managers to identify exactly what results were obtained for the marketing investment and to provide evidence of the return on investment. After all, advertising uses the scarce resources that could be invested in a number of ways. Therefore, the question that management poses is, “Did our promotional strategies reach the customers and show any effect?" And it is the job of the advertising campaign planner to be able to answer that question. To do so usually requires some form of promotional evaluation. Evaluation of advertising campaign effectiveness is a form of research though it is somewhat different from other forms. Most research is used to predict what might occur in the market place. Effectiveness research, on the other hand is used to determine exactly what did happen. Although this information might be used as a basis for future actions, its basic purpose is
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
Page 1
The effects of Promotional strategies in the Marketing of financial services in ICICI Bank
2011
PREFACE
Effectiveness is the measure of the gap between results and objectives. Lower the gap, higher the effectiveness. Thus it is an evaluation of the advertising and other marketing process used as promotional strategies. The promotional evaluation process is frequently called accountability. Management wants the promotional managers to identify exactly what results were obtained for the marketing investment and to provide evidence of the return on investment. After all, advertising uses the scarce resources that could be invested in a number of ways. Therefore, the question that management poses is, “Did our promotional strategies reach the customers and show any effect?" And it is the job of the advertising campaign planner to be able to answer that question. To do so usually requires some form of promotional evaluation. Evaluation of advertising campaign effectiveness is a form of research though it is somewhat different from other forms. Most research is used to predict what might occur in the market place. Effectiveness research, on the other hand is used to determine exactly what did happen. Although this information might be used as a basis for future actions, its basic purpose is