Kotak Mahindra Bank Marketing Strategy & Marketing Mix (4Ps)

Published by MBA Skool Team, Last Updated: April 08, 2017

Marketing Strategy of Kotak Mahindra Bank analyses the brand with the marketing mix framework which covers the 4Ps (Product, Price, Place, Promotion). There are several marketing strategies like product innovation, pricing approach, promotion planning etc. These business strategies, based on Kotak Mahindra Bank marketing mix, help the brand succeed.

Kotak Mahindra Bank marketing strategy helps the brand/company to position itself competitively in the market and achieve its business goals & objectives.

Let us start the Kotak Mahindra Bank Marketing Strategy & Mix to understand its product, pricing, advertising & distribution strategies:

Kotak Mahindra Bank Product Strategy:

The product strategy and mix in Kotak Mahindra Bank marketing strategy can be explained as follows:

Kotak Mahindra Bank is one of the leading banks in India. Kotak Mahindra Bank has the following business verticals as a part of its marketing mix: Consumer Banking, Commercial Banking, Corporate Banking and Wealth Management. It has unique programs cut to match different needs of its customers like Silk, which is a savings programme for women; Edge Saving Account; Jifi accounts; Kotak 3-in-1 account; Junior account to promote savings among minors starting at a young age.

Wide range of Kotak Mahindra loans offered:

• Personal Loans

• Home Loans

• Tractor Finance

• Crop Loans

• Rural Auto & Farm Equipment Finance

• Home Improvement Loans

• Home Loan Balance Transfer

• Gold Loans

• Loan Against Securities

• Infrastructure Finance

• Unnati Auto Finance


Image: Wikimedia


Kotak Mahindra Bank Price/Pricing Strategy:

Below is the pricing strategy in Kotak Mahindra Bank marketing strategy:

Kotak Mahindra Bank faces tough competition from the likes of HDFC Bank, ICICI Bank, IndusInd Bank, Axis Bank, etc.

The private sector bank industry has cut throat competition in proving the best customer experience, suitable interest rates and convenience. Kotak Mahindra Bank follows a competitive strategy in pricing to maintain and acquire more customers. It provides an interest rate of 6.90% on fixed deposits, which is at par with its competitors.


Kotak Mahindra Bank Place & Distribution Strategy:

Following is the distribution strategy in the Kotak Mahindra Bank marketing mix:

Kotak Mahindra bank is present in 675 areas with 2000+ ATMS. It has 1300+ branches across the country. The reach of Kotak Mahindra Bank is less that of its competitors like HDFC bank, which it the market leader. Public sector banks like Punjab National Bank are more widely available. Kotak Mahindra is third largest by market capitalization but it must also increase its physical presence across the country and globe.

Kotak Mahindra Bank is also accessible on smartphone with its recently launches mobile phone app called Kotak Bharat Banking App.


Kotak Mahindra Bank Promotion & Advertising Strategy:

The promotional and advertising strategy in the Kotak Mahindra Bank marketing strategy is as follows:

Kotak Mahindra Bank turned twenty-five years old in 2011, on the occasion of which it launched a ‘youthful at 25 years’ campaign. It launched a ten-second high impact television commercial and print advertisements. The campaign talked about how money can build self-esteem and provide security. Kotak Mahindra Bank also created a character called Subbu who is the voice of the brand who talks about different products offered by the bank across platforms like television, print and digital. Kotak Mahindra Bank is also knowing to advertise through hoardings.


Since this is a service marketing brand, here are the other three Ps to make it the 7Ps marketing mix of Kotak Mahindra Bank.


People:

Kotak Mahindra Bank has more than 46500 employees which jointly serve around fifteen million customers. Post-merger of ING Vysya and Kotak Mahindra Bank to ensure harmony among employees and synergy the bank came up with an integration plan called “One Team One Dream”. The bank has a fair code of conduct in place which directs employees to serves irrespective of colour, caste, creed, caste, and financial status. Kotak Mahindra Bank believes in financial inclusion and therefore has programmes focusing on banking in areas where penetration of banks is low.


Process:

At Kotak Mahindra Bank the employees follow well defined process to ensure quality in consumer experience. They also have a grievance redressal forum in place which is easily accessible through the website of the bank. Kotak Mahindra bank has partnered with bookmyshow.com, Ola, Bata, Snapdeal, etc. to capture customers using ecommerce services.


Physical Evidence:

Kotak Mahindra has earned a host of awards for its innovative banking services like hashtag banking, tab banking for employees for speedy updating documents and running operations more efficiently. Some of the awards won by Kotak Mahindra Bank are:

• AIMA-JRD Tata Corporate Leadership Award

• ICAI Award 2015

• Best Retail Growth Performance

• STP Award 2014 for Outstanding Payment Formatting and Straight through Rate in the Trade Finance

Hence, this concludes the marketing mix Kotak Mahindra bank.


About Kotak Mahindra Bank:

Kotak Mahindra bank is a private sector bank based in Mumbai, India. It was established in 2003 under parent company Kotak Mahindra Finance Ltd. It grew to the become the fourth largest private bank in India.

Kotak Mahindra Bank acquired ING Vysya Bank in 2014 in a deal worth INR 15,000 cr. This merger took Kotak Mahindra Bank to new heights in terms of total employees and number of branches.

This article has been researched & authored by the Content & Research Team. It has been reviewed & published by the MBA Skool Team. The content on MBA Skool has been created for educational & academic purpose only.

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