Kotak Mahindra Bank (KMB) - Services Marketing Short Case Studies

Details

Case Code : CLSM015
Publication date : 2005
Subject : Services Marketing
Industry : Banking and financial services
Length : 04 Pages
Price : Rs. 100

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Key words:

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

Note

1: This caselet is intended for use only in class discussions.
2: More comprehensive case studies are priced at Rs.200 to Rs.700 (US $5 to US $16) per copy.

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.

Issues:

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

Introduction

Kotak Mahindra Finance Limited, a diversified financial institution with interests including life insurance (Kotak Mahindra Old Mutual Life Insurance Limited), investment banking (Kotak Securities), vehicle financing (Kotak Mahindra Primus),

institutional equity (Kotak Mahindra Capital Company) and mutual funds (Kotak Mahindra Asset Management Company), has been converted (it obtained the banking license in February 2003 ) into Kotak Mahindra Bank (KMB).

It launched its first branch at Nariman Point in Mumbai in March 2003. 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...

Questions for Discussion:

1. What role does differentiation play in the banking industry? How did KMB go about implementing its differentiation strategy?

2. "There's nothing unique in what the bank is doing, but it is a sensible way of going about banking given its current profile. But size matters and it is a huge positive variable. Sooner or later, this reality will catch up and KMB has to answer it." Explain.