Abstract

Kotak Mahindra Finance Limited, a diversified financial institution converted into Kotak Mahindra Bank (KMB). KMB has tried to differentiate its services in all aspects, starting from the design of the bank logo to the design of its products and services. The caselet examines the branding and positioning strategy of KMB. Apart from giving details on the physical environment at the bank branches, it also describes the various service offerings of the bank. Finally, the caselet outlines KMB’s strategy to cross-sell the products of its subsidiaries.

Learning Objectives

The case is structured to achieve the following Learning Objectives:

• Role of branding and positioning in banking
• Service differentiation in banking industry
• Physical environment and its influence on customer perception about the bank
• and Emergence of universal banking concept in India.

Keywords

Kotak Mahindra Finance Limited, Kotak Mahindra Bank (KMB), Uday Kotak, Bank Logo, USP, Punch Line, Home Banking Service, Les Concierge, Differentiation Strategy, Traditional Banking Services, Investment Advisory Service, Value Added Services, Electronic Fund Transfer