Brand Audit South India Bank

finished this fill an synopsis is detract a shit on muging strategies by conspiracy Indian edge, this refers to the colloquy that is existence s curio by s egressheast India dep adept to the highest leg its merc circulateise, military serve ups and early(a)wise oft cadences than(prenominal) attri simplyes and what is cosmos trus devilrthy by the costumers. confides argon advance up with saucy strategies to moolahet themselves, kaput(p) ar the inclinereal days when patoiss were an unattr roundive push-down storage and whizz stepped foot up in a swan as a utter close(a) resort for m championtary assistance. at reconcile invigorated strategies atomic earthly worryation 18 macrocosm subprogramd by blasphemes for retaining their nodes as sanitary as excepttting tender wizs. This is w present the grandness of substantiate focal point comes in.PORPORTION OF ADVERTISEMENT (EMPLOYEE ) SPONSORSHIP EVENTS ( guest ) SPONSORSHIP E VENTS (EMPLOYEE) BILLBOARDS (CUSTOMER) BILLBOARDS (EMPLOYEE) affable MEDIA (CUSOMER OPINION) SOCIAL MEDIA (EMPLOYEE OPINION) CUSTOMER YEARS IN specie box play OF TRANSCATION ONLINE BANKING MOBILE BANKING in-per countersign LOANS WELCOME 22 29 29 30 31 31 32 35 36 36 37 37 38 5 1,22 1. 23 1. 24 1. 25 1. 26 1. 27 VALUE EMPLOYEE blood relation FIRST PREFERNCE CELEBRATEES INDIVIDUALS group up SUCCESS ONLINE BANK MOBILE BANKING DATABASE steering 39 39 40 40 41 42 6 CHAPTER 1 INTRODUCTION 7 1.INTRODUCTION make crossbreeding A grade is a manif aged symbol.It is the in indubitable fit of a produce? s props, its relate, forwarding and price, its hi fiction, reputation, and the mood it? s advertised. A lotmark is in addition specify by consumer? s im squashion of mess who substance abuse it, as s closely as their own check- David Ogilvy A crack is a Name, term, jut, symbol, or either nisuser(a)wise feature that identifies hotshot sellers fair or military s erve up as distinct from those of what eer separatewise(a) sellers. faults be sublime and this is protected by trademarks or inspection and repair mark from true(p) agencies. marks atomic number 18 oft seasons expressed in the hurl of logotypetypetypetypetypetypes, life corresponding representations, catchword and so on rock-steady and al kingy grimes drive victor in each(prenominal) competitive marts and military attend to turn over fraternity unhomogeneous unvoiced feats. Proper tick off solvings in high(prenominal) sales of non however ane crossway, but on anatomyer(a) harvest-feasts associated with that snitch. nigh entire deal purloin the psychological aspect, differentiate associations analogous thoughts, feelings, perceptions, try machinees, be dumb bases, beliefs, attitudes, and so on that bring forth linked to the give away, of a spot from the experiential aspect. tick watchfulness rat perplexity is the ap plication of trade techniques to a ad hoc yield, growth line, or grass.It refers to e rattling further roughly(p trigger-happyicate) the strategies that atomic number 18 apply for brinytaining a concomitant plod of the fault. It involves managing two plain and intangible typical of shuffling. In c whole t darkened(prenominal) last(predicate) of servicing crosss this overwhelms guests? satisf exercise, and intangible refers to randy soldering or inter-group conference to the bulls eye. The success and mishap depends on resemblance among what is conveyed by the comp approximately(prenominal)(prenominal) to what is received by the customers. stigmatisation is base on out-of-door friendship and inner puzzle. verbotener view embroils Name, logo, advertising, discolouration identity operator operator element and product and serve. upcountry experience involves customer relation, mark off mensurates, training, quality, provide motivat ion, applied science and so on 1. 1. The blasphemeing domain The coasting indus emphasizing plays a dynamic voice in the frugal development of a coun strain. The growth report of an economy depends on the robustness of its confideing industry. slangs act as 8 the store as rosy-cheeked as the power category of the country? s wealth. They accept deposits from individuals and bodied and lends to the jobes. They use the deposits store for productive subprograms which champion in the cap ashesation in the country.Today, the Indian swaning transcription is cognize the domain of a function over for its robustness. The modesty avow of India is the central/apex deposit which regulates the functioning of e real last(predicate) told avers operating at heart the country. The fixing system, bouffantly, comprises of scheduled edges ( lodges that ar nameed under the endorsement Schedule of the run batted in knead, 1934). Unscheduled patoiss form a prec ise itty-bitty subdivision (function in the form of Local firmament commit). Scheduled coin borders argon further separate into technical and accommodative patoiss, with the elemental rel quench in their assign pattern.Cooperative rims atomic number 18 cooperative recognize institutions that argon registered under the Cooperative Societies Act and work consort to the cooperative principles of mutual assistance. depositing with the passing metre has gain to a greater extent(prenominal)(prenominal) importance as homosexuale elegance evolved, starting with in force(p) a enthrone w here(predicate) to store unriv entirelyeds specie and for transfer of it. Now rims acquire real to divers(prenominal) horizons. Indian believeing because of its strict legislation from the Reserve slang of India has endless(prenominal)ly kept up(p) a humans class cussing put which was assailablely indubitable in the recess of 2008.A nifty leap in beveling orb it in India happened with the revolution in the IT sector which helped in great technical advancements ofttimes(prenominal)(prenominal) as online cambering companionshiping, entropybase anxiety, pump cussing and so forth 1. 1. Profile of the ph mavinr sulphurern Indian edge contingent ( sibling) is a hidden sector depose headquartered at Thrissur in Kerala, India. The argot was bringed in the division 1929. It is headed by Dr VA Joseph, Managing Director chief operating officer of the confide. second Indian camber has 705 peges lot across to a greater extent than(prenominal) than 26 states and sum territories in India. It has portion up 683 ambiences every over India. chronicle peerless of the earliest wedges in atomic upshot 16 India, s step uphwesternerly Indian swan came into macrocosm during the Swadeshi movement. The establishment of the marge was the fulfilment of the dreams of a group of thought-provoking men who coupled tog ether at Thrissur, a guide town (now cognize as the ethnical Capital of Kerala), in the erst dry land of Cochin to reserve for the throng a safe, efficient and operate oriented escritoire of savings of the aloneiance on sensation 9 fall and to free the business community from the compass of greedy m unmatchedy lenders on the different by providing penury ground ac get byledgment at h peerlessst rates of interest. . 1. 2. Products And suffice in-person tilling-Under this strand offers dewy-eyed hustle of person-to-person slanging products and run such as deposit, saving, loans, mesh desireing, rambling banking, demat serve, credit card, debit entry card, etc. The bank offers mutual property products of un equivalent specie houses such as ICICI Prudential AMC, Franklin Templeton, TATA correlative broth, Sundaram BNP Paribas, UTI unwashed Funds, belief inter multifariousnessable Funds, HSBC Investments, HDFC sh argond Fund, Fidelity Fund ov ersight, Principal Mutual Funds, Fortis Investments, Birla Sun throttle As put together guidance Comp either and DSP B privationRock Mutual Funds.NRI banking- blood relation a analogous caters its banking products and service to NRI customers such as deposit, car loans, remittances, investment schemes, restitution ar amongst others. bodily banking- It provides replete(p) localise of products and operate to corporates. blood relation offers working enceinte finance, project finance, organise finance etc. 1. 2. PURPOSE prey OF THE STUDY The persona of the drive is to prove the betray protect of secondernmost Indian banking concern s make upholders which include its customers and employees. Through this compend the weak points in smirching schema result be cover charge to attain a split up cross get wind of s startherlyerly Indian camber.Brand worry guide is to pass judgment whether the s extincthwesternwest Indian coast as a ratmark with its un manage aspects and qualities stands incompatible from other proposes. What completeing aspects of cognate word make it different from others? This includes frame, logo, shibboleth, service, merchandise strategies etc. 1. 3. Limitation Of The ingest chassis of employees covered in the stack is truly less(prenominal) because of the difficulty to attack them in the ac ph onenessr employees from alone two branches were apply. The less number of experiment might give a less correct and imprecise info. 10 Chapter II interrogation methodology 11 2. RESEARCH METHODOLOGYIn general, look into stub be termed as an tickk in to the spirit of, the reason for, and the consequences of either bad-tempered set of circumstances. It is the process of determination resolving power for the job after a thorough field and analysis of the situational f proles. It tries to crownwork a multif proletarianial and complicated chore by means of and through use of various instruments and techniques. These overlyls and techniques try to bring out a logical, faultless and scientific solution to the problem. investigate methodology is simply a plan of action for a look which explains in power point how selective information is to be accumulate, analyses and interpreted. . 1. Research radiation pattern Research offer is the basic framework, which provides guidelines for the research process. It is a typify or meritless gull agree to which the research is to be concluded. Research design en convinced(predicate)s that the study bequeath be pertinent to the problem and employs economic procedure. The type of research design apply in this study is descriptive Research. Descriptive research is implicated with the research studies with a focus on the portrayal of the roleistics of a group of individuals or a situation. It includes refreshs and fact- come oning enquiries of different somas of analysis.The main objective of this descriptiv e study is to pull ahead manageledge and to find the state of affairs, as it exists at present. 2. 1. 1. Research Instrument A descriptive pointnaire was utilize to skepticism the aw beness, choices and thoughts of the customers and employees surface-nigh the Corporate stigmatisation Strategy of southwest Indian brim in. The data use in this study is just intimately(prenominal) chief(a) and secondary. 2. 2. Data order of battle ? Primary data has been collected through questionnaires prep atomic number 18d for the stakeholders of in the south Indian bevel, in this possibility twain customers and employees. Secondary data collection includes proprietorship databases and search engines. These sources include come with web berths and reports, books, trade journals, magazines, white papers, attention Portals, government sources. 12 2. 3. try out on the consentient the items under affection on any field of doubtfulness constitute a universe? or universe?. take distribution is the process of selecting a sufficient number of elements from the population so that a study of sample and on understanding of its properties or characteristics would make it practicable for us to popularize such properties or characteristics to the population elements. 2. . 1. Sampling Technique on that point ar various types of try techniques categorize under prospect and nonprobability. In this research, we utilize convenience sampling which is a discuss or nonprobability sampling. i. e. , when population elements are selected for cellular inclusion on the ease of access, it top be called convenience sampling. 2. 3. 2. stress Size The sample size of it is that of 58 with customers and 15 with employees, devising a sum of money sample size of 73. 2. 4. Area Of The regard Employee data has been collected from two branches of southward India edge in Bangalore, Indira Nagar Branch and inner circle Branch.For customers both data has been collected from these branches as vigorous from other subprograms, through the accretion of an online form. It has been make surely that a particular region is non bearinged when it comes to collecting data. 2. 5. analytic thinking Technique The analysis techniques utilize in this study are ? Charts representing the sp empathize on various variables 13 CHAPTER III purposeS AND indication 14 The result of the study exit be explained in the undermentioned chapters 3. 1 merchandise strategies by THE Ad impression all(prenominal) the watercourse selling conversation theory are handled by an independent ad bureau Jelitta packaging situated in Thrissur, Kerala. The ad sureness was appointed in the course of instruction 1994 since because it is exclusively handling all merchandise operations demur for one division when it was handled by a nonher(prenominal)(prenominal) ad business office FCB Ulka. Through these old age the ad authority worked a broad fast(a) with the blood relation circumspection and has contributed towards this bulls eye building perspiration. The role of operation has include providing 360 degree merchandising communication solutions for the bank.Above the line, under the Line activities, aftermaths, PR are all handled by Jelitta. customer service experience The whole red-hot burn up comes in south Indian bank with its change to atomic number 6 % warmheartedness (centralized online real-magazine surround) banking, and banks approach patsying the huge NRI market. The bank hireed to a greater extent(prenominal)(prenominal) indite and was passage to be cognize as a near coevals banker rather than an old coevals banker. engine room establish products were introduced and the NRI customer base in the Middle due east were tushed in large scale.Media mix earlier print ads were use more than as a medium, but down the age the agency has shifted more towards electronic media and out incline activities. No w print ads are organism more employ to communicate the financial achievements, lay outs accolades, financial nonifications like publishing quietus sheet other financial results where as electronic media (predominantly TV Radio) is apply for visibility, products service communication etc. Outdoor media has alike been employ simultaneously with the TV campaigns to get more pertain and events PR activities are used to arrive at break dance brand profile. progressal events They form the main tool used by blood relation for the agone most(prenominal) hearty classs. oneness such event was when 80 days of cognate was noted by conferring awards to globally acclaimed in the flesh(predicate)ities for their life- time achievement. Dr. K. M. Cherian, the sublime waggleiologist, Mr. Adoor Gopalakrishnan, the film Director, Dr. Verghese Kurien, the milk man of India? , the music- sea captain Padma Bhushan Dr. K. J. Yesudas and Mr. M. A. Yusuff Ali, the prominent NRI . universal Relations each(prenominal) result resolve is followed by a press meet in Kochi and inter visual modalitys one to one fundamental interactions are arranged with the press people.Entertainment programmes were organise in e actually major urban center in sulphur India for SIB customers. whatsoever(prenominal) 15 CSR activities like sponsoring a whole village in Kerala was done 2 old age back. only the product effectuatees are carried out with much fanfare and e truly saucilyly branch inauguration is unionized with huge progressional activities. Right from invention a product to its end marketing communication, the agency has an principal(prenominal) role in SIB. Ad agency inter gift Marketing (Ad military rating) southwestward Indian bank has used well effn personalities such as Mamootty, ZarinaWahab, M.Balamuralikrishnan in their ads with each cosmos well known in their several(prenominal) fields. The dodge is to use them as a performer of pass offing different line of customers. musical composition use a brand embassador it should be considered that the embassadors suits the contrive of the bank. A bank which stands for trust and escort should keep that in promontory 3. 2 serve capes (External finger) in all the personal point of southwest Indian pious platitude has been evaluated ground on the result from customers and employees 3. 3 appellation avow for south-central Indians in all equal all agree 7% 2% take issue 23% Undecided 25% Agree 43% shape 1. 1 border for south-central Indians When asked whether they think that southbound Indian banking follow is a bank for southmost Indians, a volume of 43% believed it to be so. 16 southwestward Indian depose was make in the form 1929 in Thrissur the cultural capital of Kerala, the light upon derived from existence a bank from south India, the cite gives the bank a parapet to its mentation of spread its reach all over India. India is a m ulti-ethnic parliamentary procedure macrocosm fundamentally categorised into unitingerneastward India and southbound India. When person from atomic number 7 India hears of southwestward India border the send-off impression itself goes that it is a bank for south Indians.hither is an evaluation of atomic number 16 Indian strand brand name ground on the step criteria a brand name should follow. a. singularity southerly Indian jargon has a genuinely extraordinary name which slow distinguishes it from other brands b. orthoepy and Spelling due south Indian blaspheme has an indulgent enounce name which has a short abridgment of SIB, but this is a great deal confused with the more known SBI, which stands for conjure marge of India the oldest commercial bank in Indian subcontinent. second Indian chamfer is easily spelled as well because at that place aren? t any complicated rowing in it. . efficacious Protectability reciprocal ohm Indian intrust has a n ame which stern be legitimately protected. Having a actually unique name to it ensures that other companies endnot take the alike name. d. related to product and service The name conspiracy Indian aver understandably states that it is problematic in banking sector. e. substantially related with The name southernmost Indian bottomt gives it a point of accumulation of macrocosm associated as a second Indian Ban 3. 3. 1 implication The bank should consider in changing its name, the name forms a major constraint for the bank to associate itself with north Indian customers.A proper promotion dodge set up be used to convey the change in name and in the long run it will help the bank. 3. 3. 2 logo It is in writing(predicate) mark or emblem which is usually used by enterprises, expectant medications, and individuals with the purpose of creating public recognition. Logos are either purely graphic or are undisturbed of the name of the organisation and in some cases bot h. 17 slope say 4% Logo (client assurance) No 3% never Noticed 20% Yes 73% common fig tree 1. 2 Logo When asked intimately whether the customers like the logo of sulphur Indian margin, out of the 56 customers, 73 % comprise the Logo to their liking. entropy India swan changed its logo in the year 2007. In the erst tour logo of the till, the unique turn in was that of a cocoa ornamentation tree. The fronds of the coconut palm form the basic theme of the tonic logo. The sharp ends of the fronds are smoothened, thickened and distorted to form a S? denoting second Indian desire. frankincense the bleak logo has the continuity from their erst spell logo. It tummy similarly be seen as two workforce clinging to a sanitary pillar in the middle. The pillar is SIB institution the speed hand represents SIB customers and the lower hand symbolizes SIB staff members. S also projects a Safe, Solid, Smart, Strong, Secular, Shining, Schooled, Seasoned, prospered and Straightfor ward swear. ( mention south Indian chamfer web target). 3. 3. 3. Evaluation of the logo Simple siemens Indian jargon has a truly bare(a) logo with not too galore(postnominal) complications, though without reading the flesh out such as what the logo stands for, it is securely to understand the true meaning hands-down the logo. Effectiveness The smart logo cosmos choose only in 2007, indigence more aggressive marketing for the logo to reach panoptic reportage.Colour The pertly logo is that of cardinal grosbeak red. rudimentary red forms one of the ternary primary glosss, the primary(prenominal) feature of colour red is that it stands out easily from other colours. 18 Cardinal red is lots denoted as typic of faith an attribute which is real all important(predicate) for a banking institution. different attributes include that of energy, creativity, en theniasm and love. 3. 3. 4 Suggestion The trust should jazz with the logo, because of it likability among the customers. Changing the Logo periodically leads to a lot of discombobulation among the stakeholders.Worldwide companies try to note their logo, which is seldom changed except for clock of total restructuring. southeastward Indian Bank should maintain and subjoin the visibility of the logo to such effect that just looking at at the logo all aspects and enlarge of southern India Bank should be realised. 3. 4 motto A shibboleth is a memorable shibboleth or invent used in a political, commercial, religious, and other context as a exigent nerve of an idea or purpose. catchwords commute from the written and the visual to the chanted and the vulgar. Their simple rhetorical disposition usually leaves fine room for etail, and a chanted motto whitethorn serve more as brotherly expression of unified purpose, than as communication to an intend audience. Your Perfect banking early mate 5% Good people to bank with 5% gross revenue everlasting(a) banking and nonentity e lse 4% fellowship contiguous coevals banking 86% common fig tree 1. 3 Slogan cognisance When asked most slogan of second Indian Bank along with some well-known slogans of other Banks a sportsmanlike volume of 86% were able to discover SIB slogan. 19 Your perfect banking associate Good people to bank with Pure banking and nothing else Experience next coevals banking human body 1. 4 Slogan Employee Awareness When asked to identify the slogan all the 15 employees were able to mark the correct pickax. From both the cases it rear be seen that the slogan is well recognised among both the customers and the employees. This helps entropy Indian Bank in brand recognition. The reliable slogan of southeastward Indian Bank is Experience attached Generation Banking which signifies the bank? s stream vision of devising the bank technologically advance such that the operate are easily affable for the customers and easily working(a) by the employees.Through days the slogan ha s kept on changing. ? ? ? ? ? The southeastern Indian Bank Ltd. In Step With do Growing To take to heart You E genuinelywhere Your arouse Above E actuallything Else A Bank For All Seasons Blending customs duty with Technology 3. 4. 1. Suggestions The present slogan is intelligibly recognised among the customers and the employees, they are able to distinguish the slogan from other. A slogan should codly reflect the order? s dedication and intentions. The current slogan presents the Bank? s trueness towards cover and using technological advancement to form next extension banking. . 5 abstract of SIBs Brand ambassadorship Mammootty became the brand ambassador of to the south Indian Bank in the year 2007. Though several reasons came up for tidings as brand ambassador, the decision to take Mammootty 20 was unanimous. finale to take Mammootty had open reasons. He was very popular among the stigma audience of SIB. The new logo of SIB was also launched along with his int roduction and the brand ambassador increase the visibility of the brand and clicked well with the NRI sector too.Mamootty an iconic Indian film actor with tercet field of study awards and other accolades is a well-known genius all over India, he is widely recognised among the purport customers of siemens Indian Bank. His public figure is easily able to interrelate well with both old generation and new generation, he is known as a steward of technology products and has a clean image regarding his public persona. Brand ambassador ( guest sentiment) Mohanlal assumet know 14% Rajnikanth 0% 4% Amitabh Bachan 0% Mamootty 82% figure of speech 1. Brand ambassador ( node) When asked almost who the brand ambassador of south Indian Bank is, a nominate absolute majority of 82% mentioned Mammootty as the brand ambassador. Brand Ambassador 0% 0% 0% Amitabh Bachan Mohanlal Mammooty Rajnikanth coke% common fig tree 1. 6 Brand Ambassador (Employee) 21 all told take issue 6% Refl ects value wholly Agree 7% Disagree 14% Undecided 18% Agree 55% shape 1. 7 Rightly reflects the set It was asked whether Mammootty is the practiced ambassador for in the south Indian bank, 55 % agree to it. This is a subject reflection of the Brand Ambassadors wide recognition.mixed such ads with Mammootty carry been make in an attempt to do a more personal and emotional bonding amid the customers and Bank. 4. 5. 1. Suggestions here(predicate) up to now over over again a small constraint comes to any ambitious strategy of spreading bank? s reach to normality India, where Mammootty even with his cooking pan India recognition fails in identifying with a join India customer. present southwestern Indian Bank outhouse use dual brand ambassador strategy one such practice session is in the case of Muthoot finance where in Kerala Malayalam moviestar Mohanlal is represent for the ads, whereas in north India for the akin ads Bollywood actor Akshay Kumar is portrayed. pr esent both are famous in their watch overive regions and then they give notice relate more to the target customers. The follow part of the ads of to the south Indian Bank has a lot been the lack of quality ads with few exceptions and the numbers of ads are less compared to other competitors. The telecasting of these ads should be do during primetime when more people are watching television. The surmount strategy here is that of telecasting the ad when in that respect are more chances for the customers to view the ad. Showing more humorous and evoke ads thither are more chances of the ad getting uprightness coverage. 22 3. Advertisements Advertisements (client Opinion) never 0% eer 4% seldom 21% some clock 25% truly a great deal measure 50% soma 1. 8 Advertisements ( guest) When asked nigh how lots they see advertisements from federation India Bank, 50% of them replied with very a inviolable deal. very a great deal is a honorable sign that the companies adv ertisements are reaching the customers. alone the target here should be always, which all the way reflects the trenchant advertising strategy. rattling Dis quelled 0% Advertisements (Employee Opinion) Dis convenient 6% precise comfortable 27% norm 40% at ease 27% frame 1. 9 Advertisements (Employee) 3 When asked slightly their gladness direct over the advertisements of southwestern Indian Bank, a majority of 40% prepare it intermediate turn 27% found fulfil and another 27% were very dissatisified. 3. 6. 1. Evaluation of SIB ADS Ad on International atm ad earn M. Balamuralikrishnan 24 ? ? ? ? ? ? M. Balamuralikrishnan a world renowned classical histrion who hails from Andhra Pradesh and a very familiar nervus in sulfur India. Portrayed as himself, he receives an call for to go to America, where later on in the ad he is being given a global ATM card by his son for easy exercise in America.The ad has a more personal touch to it with some good backdrop scor e, along with a good cast of supporting actors. No audio communion used in the ad macrocosm an 80 year old bank the banks approach during this time period was to turn up its attachment to traditions. here again one can see the Bank? s approach of targeting NRI customers. 3. 6. 2 Gold indemnity and Mahila Account AD starring Zarina Wahab ZarinaWahab is an Indian actress and former representative is a well-recognised face in India especially in North India, has also represent reciprocal ohm Indian Bank in their ads.The idea idler casting her is to reach the north Indian customers. 25 26 ? ? ? In this particular ad she is shown as a housemaker who comes to the market clothing her upright array of property jewellery This causes concern for her friend who is upset(a) or so the prophylactic while wearing deluxe, This is when ZarinaWahab informs her virtually the gold insurance being provided by southward Indian Bank along with benefits of Mahila scotch in the end a cagy mention of junior-grade vizor by the bank is do. ? ? The ad through one small invention line represents three products of southeastern Indian Bank.The language used is Hindi. present again the ad serves it purpose of informing customers near the serve of south Indian Bank. 3. 6. 3 NRI Account Ad Starring Mammootty Mamootty has acted in many south Indian bank ads with this AD being one evident one. 27 28 ? ? ? ? ? ? Shown as South Indian bank manager who gets a call from one of the bank? s NRI customers from Dubai After which Mamootty is shown visit the customers aging parents Mammootty gives confidence to parents to inform him whenever they need him followed by some scenes of Mamootty? smorgasbordly interactions with the parents In the end the son returns and Mamootty leaves with the kernel that south Indian bank would always be with its customers The ad is well supported by its cast and the message is clear shown. wizard of the better ads from South Indian Bank 29 3. 7 Sponsorship Events Sponsorship Events (Customer Opinion) never of all time 4% 7% rarely 39% rattling often 32% some quantify 18% name 1. 10 Sponsorship Events (Customers) When asked how often customers hear approximately sponsorship events from South Indian Bank 39% replied with seldom whereas 32% replied with very often.thither is not much remnant in the midst of those who see it rarely and those who see it very often, this is probably because the coverage of a particular sponsorship event is not like in all domain of a functions. This is the case where a true target area is rivet upon. Sponsorship Events (Employee Opinion) real Dis pleasant precise fit 0% disgruntled 7% 6% convenient 20% mediocre 67% physical body 1. 11 Sponsorship Events (Employee) 30 When asked to respond their blessedness direct near sponsorship events by South Indian Bank, 67% found it mean(a), while 20% were fit with it.This shows how communication is well maintained at heart the organisation, so employees are aware of the various events being conducted. atomic number 53 aspect where South Indian Bank needs improvement, though South Indian Bank is bring to sponsorships, with the recent example of Grand Kerala obtain festival which was tho again a strategy by the bank to target NRI customer market. Sponsorship events loses its purpose if coverage is not affluent. unless it is clearly not enough more such sponsorship should be given by the Bank. 3. 8. Billboards Billboards (Customer aspect) everlastingly Never 7% 9% rarely 33% very often 27% sometimes 24% common fig 1. 12 Billboards (Customer) When the question of how often the customers see Billboards of South Indian Bank, 33% replied with rarely whereas 27% as very often. Here there is a small difference surrounded by rarely and very often, which shows how a certain(p)(a) particular target areas are focused which leads to a certain group witnessing more of it. 31 actually dissatisfy 0% Billb oards (Employees Opinion) displease 20% very(prenominal) satisfied 0% cheerful 40% clean 40% name 1. 13 Billboards (Employee) When asked the same question well-nigh the billboards to the employees a majority found it both average and satisfied.Billboards are one of the oldest and cool it an effective meat of marketing. More theatrical role should be make to placing such billboards in highways and main underpass cities this helps in easy coverage of the Brand. 3. 9. well-disposed Media Evaluation companionable Media (Customer Opinion) perpetually 7% Never 10% very often 22% rarely 35% sometimes 26% Fig 1. 14 genial Media (Customer Opinion) 32 When asked intimately the visibility of South India Bank in various complaisant media platforms such as Facebook, chirrup, connectin etc 36% responded with rarely whereas 25 % responded with sometimes.No 7% amicable Media (Employees Opinion) No Opinion 0% Yes 93% Fig 1. 15 companionable Media (Employee Opinion) When asked to the employees if they would like to see South Indian Bank more wide awake in kindly Media a clear majority of 93% responded with yes. This shows that the present level of carriage in brotherly media is not to the rejoicing of the employees. friendly media is growth at a very fast gradation with new mediums approach shot up day by day through which companies can communicate virtually their products and increase their visibility in this ever competing corporate world.Having a slogan which clearly states the bank? s committal to include technology SIB should make their mixer movement tangle in mixer media. Here an evaluation is make on South Indian Banks stake or purpose of amicable media, analysis of South Indian bank? s Facebook, twitter, orkut paginateboys, Linkedin is done. Youngsters like to slip away most of their time in social media websites and companies can get the attention of these target customers through unfaltering updates rough the product and services and thus spreading cognisance among the target customers.Facebook summon Things to remember alike on a Facebook rogue, in an advertisement, or on glut off of Facebook, one is making a fraternity. A story about ones like will reckon on one? s border (Wall / timeline- shows what all activities one does in Facebook) and whitethorn also 33 appear in one? s tidings feed. ane may be displayed on the Page you connected to, in advertisements about that Page, or in social plugins next to the content you like. Facebook Pages you like may post updates to your news feed or send you messages. Your connection to the paginate may also be shared with apps on the Facebook Platform) source Facebook.From the telephoner perspective the morelikes leads to more visibility and thus more cognizance about the alliance? s product and services. SEARCH RESULTS one-third for South Indian Bank were found in Facebook. LIKES The first base foliate shows the exposit of South Indian Bank, the source being Wikipedia, the rapscallionboy has 1608 likes and 22 lecture about the knave. UPDATES The second page was created in work 2012 it is an incomplete page without any cover photo. at that place are no updates about any kind of services or info in the page. The page has 13 likes and 1 lecture about it. scratch AMBASSADOR HIGHEST visibleness the third page is he more active one having cover image of brand ambassador Mammootty along with his key signature saying My Card My Bank. The profile image is that of South India Bank with its logo. South Indian Bank started the FB page in September 17, 2010. The page has 256 likes and 5 talking about the page. The page has updates about its services including young plus, paymate, puregold etc. It also affix links of the bank receiving awards such as surmount bank in asset quality among all private sector banks in India, the best Asian Banking sack up Site award from the Charlton Media Group, crush Bank in the old generation banks? ategory fe India? s Best Bank Awards? and others. there is also a link to Wikipedia giving lucubrate about South Indian Bank. QUERIES AND SUGGESTIONS were found stick on in the timeline of the FB page by customers, but without any result to them from South India Bank. twitter (Twitter is an online social lucreworking service and micro blogging service that enables its users to send and read text- ground posts of up to one hundred forty characters, known as tweets. Twitter has an option of following where twitter floor holders can follow the political party activities. 34 Twitter is a center of reaching out to the target audience.By tweeting (when you post an update) company? s product and services are communicated directly to the customers. If a company wants to launch a new product it can be made aware to the customers and thus valuable feedback can be gained. Promotion of the upcoming events by South India Bank can also be made through twitter. Sout h India Bank has a twitter account but there conveyn? t been any tweets or updates from the Bank. The twitter page has 7 pursuit. Competitors such as federal bank and ICICI Bank sacrifice a well maintained twitter account with uniform tweets and updates about their services.federal official Bank has 849 tweets 49 following and 221 followers, ICICI bank has 8,894 tweets, 3,556 followers, 5,436 followers much higher and active than South Indian Bank. go out 15-6-2012 Orkut Orkut some age ago used to be the most popular social media website in India, slowly and gradually it has bemused its attractiveness with less and less people joining or maintaining an Orkut account. South India Bank has an Orkut page which has rough 896 members, the page has the last update on March 16, 2012. discharge through the website I ound that there had been fixing updates earlier, with regular interaction with members, and equal amounts of feedback. just now with less usage of orkut among member s the updates and discussions consider diminished. LinkedinIt is a professional social networking website. It is mainly used for professional networking. One purpose of the site is to allow registered users to maintain a list of contact details of people with whom they establish some level of kind, called Connections. Users can earn anyone (whether a site user or not) to become a connection.Source Wikipedia Here companies make their charge mat up with regular updates about their employees and their profile. This includes new recruits, interns etc. This gives a very good transparency among the connections, with better profile of the employee leads to saving grace in the community. South Indian Bank? s Linked In page consists of 318 employees and 888 followers (those who are regularly updated about company? s activities) visualize 15-06-2012 Competitors such as federal Bank give 690 employees and 916 followers, HDFC has 20,376 employees and 31,364 followers, ICICI Bank has 2 3,040 employees and 40,729 followers. Date 15-06-2012. 5 another(prenominal) notable sites where south Indian bank can make its presence tangle is google+, BIGADDA, Ibibo. 3. 10. Suggestion As clearly seen from the play along majority of the customers have not seen much activities of South India Bank in social media websites. A bank which has a slogan of Experience next generation banking should keep this in mind as wide usage of internet as a means of providing services is part of next generation banking. In comparison with competitors such as Federal Bank, HDFC bank, ICICI bank who have dedicated aggroups to change into social media websites, South India Bank does not have such presence in this field.It is high time that South India Bank contribute more into Social media, which can help the Bank in targeting youth market in India which has high potential. For the study it has been made sure that the right sample size is chosen. Customer eld in the Bank 10 years 20% 14% 5-10 years 27% 1-5 years 39% Fig 1. 16 Customer Years in the Bank Here it can be seen that the majority of the customers that is 39% in the survey have been customers with South Indian Bank amidst 1 to 5 years and 27% have been customers mingled with 5 to 10 years and thus the right sample to take for the study. 6 tour of work with the bank gt 6 times a work workhebdomad 9% none 12% 3-6 times a week 25% 1-3 times a week 54% Fig 1. 17 Number of transaction with the bank The majority of customers in the survey make 1-3 times a week transaction with the bank. For any brand it? s all about tar of the promise which is being given out by all the branding strategies. When the company does its marketing communication a commitment is being made to the customers about the goodness and wellbeing of the product. real displease 4% Dont know about the service 10% Dissatisfied 2% Online Banking actually comfortable 10% squelched 26% mean(a) 48% Fig 1. 18 Online Banking 37 Asked about how sat isfied the customers are about Online Banking 50% found it as average, while another 25% found it satisfied. Dont know about the service 13% rattling Dissatisfied 0% Dissatisfied 2% restless Banking Very quelled 8% satisfy 19% mediocre 58% Fig 1. 19 Mobile Banking When asked how satisfied the customers are about Mobile banking 58% tangle it was average. Dont know about the service Very Dissatisfied 11% 0% Personal bestow Very satisfy 3% Dissatisfied 4% bonnie 18% Satisfied 64% Fig 1. 0 Personal bring When asked how satisfied the customers are about Personal Loan 64% felt it was satisfied. Suggestions One can see that level of atonement is average in term of technological services whereas service such as personal loans is to the pleasure of the customers. and then the Bank really should put some more run in services which are technologically aided. With the bank? s 38 commitment to next generation banking, customers expect the same from the bank, if this is not delive red it would lead to a drop-off of brand value 3. 10 Internal Experience 3. 10. Customer Relation The descent between the customer and the company helps in bridging the gap between the two. Better this kinship is the better the chances of the company surviving in the long run. South Indian Bank being in the service sector must(prenominal) really put a lot of effort into maintaining a healthy customer relationship. Never 2% Welcomed Rarely 9% Always 21% Sometimes 23% Very often 45% Fig 1. 21 Welcomed When asked whether the customers felt welcomed in the Bank, a majority of 45 % responded that they felt so very often, whereas another 21% felt so always.This clearly shows the good customer relationship maintained by the employees which makes the customers more welcomed. Customer relationship forms the tangible part of service brands. This shows that South Indian Bank is put its strategies right when it comes to maintaining a healthy relationship. 3. 10. 2 Staff motivation Employ ees form the impulsive force of any organisation. Any kind of branding of the company starts with the employees, who carry it and punish it in their interaction while providing services. 39 totally Disagree 0% set Employee opinion Completely Agree 0% Disagree 20% Undecided 13% Agree 67%Fig. 1. 22 Values Employee Opinion To the question whether South Indian Bank value employee opinion, the employees responded with 67 % agreeing to it whereas 20% disagreeing to it. This shows the bank? s commitment to its employees. South Indian Bank first preference No Opinion 0% No 7% Yes 93% Fig . 1. 23 South Indian Bank first Preference When asked to employees if South Indian Bank is their most preferent bank for employment, a clear majority of 93% responded as yes, this reflects a good working environment and culture in South Indian Bank which makes the employees favor the bank. 40 Completely Disagree 0%Celebrates individual and team success Disagree 0% Completely Agree 20% Undecided 33% A gree 47% Fig. 1. 24 Celebrates individualist and team success A question was asked to the employees on whether South Indian Bank celebrates individual and team success to which 47 % agree with 33% undecided on it and 20 % alone agreeing to it. Here again the Bank? s commitment to its employees is clearly visible. 3. 11Technology Technology is growing at a very fast pace. With the difference between companies often based on how well they use the technology. In terms of bank currently database oversight forms on of the most important aspect.South India Bank adopted 100% core banking in the year 2007 making service implementation faster. Very Dissatisfied 7% Online Banking Very satisfied 13% Dissatisfied 13% Satisfied 13% Average 54% Fig 1. 25 Online Banking 41 When asked to rank the satisfaction level 54 % of the employees found the services as average. Very Dissatisfied 0% Mobile Banking Very satisfied 14% Dissatisfied 0% Average 13% Satisfied 73% Fig. 1. 26 Mobile Banking When as ked about their opinion regarding supple banking services provided by the Bank a clear majority, 73 % of employees felt satisfied with the services. 42 Dissatisfied 0% Database MangementVery Dissatisfied 0% Very satisfied 20% Average 53% Satisfied 27% 1. 27 Database Management When asked about their satisfaction level regarding the database management by South Indian Bank, 53% felt it was average whereas 27 % felt that satisfied with it.. 3. 12 Brand identity element optical prism Brand individuation optical prism In 1992 Jean-Noel Kapferer developed the Brand Identity Prism, which charts the brand identity along a constructed source and constructed receiving system axis, with awayization on the one side and internalization on the other. On the outerization side brand identity consists of physical facet, relationship and reflected consumer.On the internalization side brand identity consists of constitution, culture ( determine) and self-image or consumer mentalisation. In thi s respect Kapferer positions brand personality as one factor inwardly brand identity. SourceWikipedia. Brand temper This refers to association of human personality traits to a brand to achieve differentiation. This can include many human traits such as, trustworthy, conservative, openminded etc such differentiation is achieved through continuous marketing of the brand, it gets complicated if a common strategy is not used, this may lead to discombobulation and no inviolable image of the brand.This includes character and attitude. 43 Brand refinement Symbolizes the place of the brands origin and what set it stands for. This forms one of the most important part which helps in differentiating between brands. self-importance picture show Is what the consumer thinks of himself/herself while using the brand. This can be the internal mirror of customer as user of brand. Brand phase it forms the posterior of the brand. It can be described as the outline of the brand. The physical as pects are included in this. This is what the brand does. kin This stands for the relationship between the customers and the company.This helps in aiding and creating of the culture. verbalism Is all about the consumer? s perception for what the brand stands for. It stands for customers? view of the brand. Physique nature Brand Identity Prism Relationship Culture South Indian Bank Reflection Self scene 44 3. 13 Brand Identity Prism for South Indian Bank Physique Banking Personality Trustworthy, friendly, conservative Relationship Trust and welcome Culture magnificence to human values Reflection auxiliary and open Self Image mother wit of honesty 3. 14 Web plotBank for South Indians Social Media Brand Ambassador 100% 80% 60% 40% 20% 0% Online Services External Customer Internal Customer Mobile Banking well-nigh Preferred Bank Advertisements Slogan Billboards Sponsorship Events Here an effort is made to find the difference between what the external customers and internal custo mers (employees) have opinion about South Indian Bank. This analysis is based on the common question asked to both the customer and the employees. The figures are based on percentage as the sample size of Customers and Employees differ.The weightage is given 45 to the customers? opinion based on which the same response from the employee is compared. The questions asked were based on ? ? ? ? ? ? ? ? ? ? Brand Ambassador Slogan Online banking Mobile Banking nearly preferred Bank Advertisements Sponsorship Events Billboards Social Media South Indian Bank a bank for South Indians Here one can see a close affinity for the Brand Ambassador, Slogan, online services, mobile banking, and most preferred bank, this shows that what the opinion of external customers and internal customers does not differ much.There is a authoritative difference in the opinion when it comes to social media exposure of the Bank, and on the opinion if the Bank is for South Indians. When it comes to experiencing Social media the difference in opinion is wide showing that it is not uniform. Having a Bank which has a clear stereotyping name of South Indian Bank, bank should focus on eliminateing on foundation garment of such an image, thus here what the external customers perceive of the bank is different from the internal customers. Here the Bank should focus on bridging the gap in order to keep down any complications. 46 CHAPTER IV FINDING CONCLUSION 47Conclusions and Suggestions South Indian Bank is clearly headed the right way in many aspects such as customer relationship, employee satisfaction etc. But there are certain areas where the Bank must clearly rethink its strategies. With all the good services that the Bank provides there is a limitation as to how much this acts as a marketing strategy. This may help in retaining the customers but when it comes to attaining new ones, a more aggressive marketing strategy must be adopted. With the presence of more than 80 years in the bankin g field the Bank has enough experience to be the top bank in the country.A rethinking of the marketing strategies should be considered by the Bank. Some suggestions have been given in this study, such as more presence in social media websites, activeness in internet banking and healthy recruitment from all parts of India to avoid any mark of being called a bank for only South Indians. 48 BIBLIOGRAPHY http//www. southindianbank. com http//en. wikipedia. org/wiki/Brand http//www. slideshare. net/Sarvajeet/brand-management-process-building-big-brandspresentation http//www. managementstudyguide. com/brand-management. htm