Submitted By:

Submitted To:

Gourav Goyal Mrs.

Mansi Arora

Nilanjan Nandi

Amrita Mishra

State Bank of India

Largest nationalized commercial bank in India

In terms of assets

number of branches

Deposits

profits

workforce

Headquarters in Mumbai, India.

HISTORY OF SBIBank nationalized in 1955.

By early 1990s accounted for 90% of

country’s banking business.

By 1992 had over 60,000 branch

offices.

It was founded in 1 July 1955.

It has 14 head offices across India.

It has 150 overseas branches.

Old name is Imperial Bank Of India.

Established In 1806 at Calcutta as

Bank Of Calcutta.

Over 8,500 ATM’s

Listed in B.S.E & N.S.E.

Later Renamed as ‘Bank Of Bengal’

Later Bank Of Madras, Bank Of

Bombay & Bank Of Bengal were merged

to form ‘Imperial Bank Of India’ (1921).

PRODUCTS

Investment banking

Commercial Banking

Retail Banking

Private Banking

Asset Management

Pensions

Mortgages

Credit Cards

Services of S.B.I.Personal BankingAgricultural/Rural BankingNRI servicesS.M.E.Government BusinessE-Tax ServicesLife insuranceLoan

COMPETITORS

SWOT ANALYSIS

STRENGTH

• Brand Name

• Wide Distribution Network

• Market Leader

• Diversified Portfolio

• Low Transition Cost

• Highest market Capitalization & Profits

WEAKNESS

• Hierarchical management structure

• Highest non performing assets (NPAs)

OPPORTUNITIES

• Financial Inclusion

• Rural India

• Merger of associate banks with SBI

• Global expansion

• Micro Finance

• Branch Expansion

• Strong economic growth

• Corporate demand for credit

THREATS

• Advent of MNC banks

• Changing interest rates and the changing policies of RBI

• Competition in the retail segment

• Private banks in the rural and semi-urban sector

• Change in government policies

Segmentation

Segmentation of S.B.I.

Geographic - Tier-I, Tier –II, Tier-III,

Rural & Semi –urban Branches.

Age - 10-26,27-40,41-59, 60 & above

Income - Marginal, Low, Middle, High

Occupation - Unskilled Workers,

Skilled workers, Shop Owners,

Businessmen.

Geographic SegmentationTier-I – Mortgage, Auto loan, Education Loan, Investment

& Insurance

Tier –II-Housing Loan, 2 wheeler Loan, Gold Loan, Credit

Card, Mutual Funds.

Tier-III- Loan Against Property, Fixed Deposits, Insurance.

Rural & Semi –urban Branches- Agriculture Loans, Motor

Loans, Etc.

Age GroupStage Financial

SituationBanking Needs

10-26 Few financial burden, recreation oriented

Low cost checking, auto loan, credit card

27-40 Home purchasing peak, liquid assets low

Mortgage, credit card, revolving credit line, bill consolidation loan

41-59 Good financial position

Home improvement loan, investment services

60 & above Significantlyreduced income

Monthly income checks on CDs

IncomeLow- Fixed Deposits, Personal Loans, Agriculture

Loans

Middle- Mutual Funds, Home Loan, Consumer

Durable Loans, Education Loans,

High- Offers car loan, Credit card Services, Home

improvement loans, Insurance.

OccupationUnskilled Workers- Insurance Policies, Saving account,

Investment Schemes.

Skilled workers- Loan for home, education, Consumer durables,

Car Loans,

Shop Owners- Cash Credits, Insurance, Loan against bonds.

Businessmen- Medium Term Loans, Loan against property , loan

against gold.

TARGETING

Meaning of TargetingA target market is a group of customers that the business

has decided to aim its marketing efforts and ultimately its

merchandise .

Process of Targeting

Defining the abilities of the company and resources needed

to enter a market.

Analyzing competitors on their resources and skills.

Considering the company’s abilities compared to the

competitor’s abilities.

Deciding on the actual target markets.

Target

MarketsTwo Types:

Current users

Proposed users

Rural population

Markets of tier II and tier III cities with MFs

Working Class(High Net Individuals)

Increasing Middle Class

SBI communication Objectives can be:

Increasing AWARENESS and KNOWLEDGE about the new and existing products.

To grab ATTENTION of consumers.

To Enhance purchase actions.

REINFORCEMENT

Increase in Market Share

and sales.

Positioning

Meaning of PositioningAn important step before developing the

marketing mix is deciding on how to create

an identity or image of the product in the

mind of the customer.

Process of Positioning

Identifies the differential advantages in each segment.

Decides on a different positioning concept for each of these

segments.

Positioning of S.B.I.

THANK YOU