Wa0007.

A practical approach to the communication and
marketing mix of SBI, Reliance digital and ITC
Submitted by : Priyanka Jha Chakraborty & Pratishtha Chatterjee

Submitted to: Ms. Madhumita Das
BCOM.LLB, Semester 1
Communication
It is a two-way process by which one shares thoughts, ideas and
opinions with the other party. Communication includes sending
and receiving messages to build understanding.
TYPES OF COMMUNICATION:
• Formal Communication- A type of verbal communication in which the interchange of information is done
through the pre-defined channels is known as formal communication.
i) Horizontal communication- the flow of information between same level of authority is called horizontal
communication. For example, discussion of a group project between the teammates.
ii) Vertical communication- the flow of information from the top-level management to the bottom level of
management is called vertical communication. For example, flow of order from superior to his
subordinates.
Informal communication- informal communication is also known as a grapevine as it does not follow the
formal system of communication process i.e., it does not maintain the levels of authority.
State Bank of India (SBI) is a multinational public
sector banking company, successor of Bank of
Calcutta in the year 1806 via Imperial bank of India.
It is one of the oldest banks of India. In terms of
revenue SBI is the largest commercial bank.
MARKETING AND COMMUNICATRION MIX OF SBI
• YONO shopping festival (YSF)

It is the shopping festival ever organized by any bank across the country. SBI offers this Festival by giving
40% discount on any e-commerce products. Apart from this, the cardholders of SBI get 10% cash back.
This is the modern way how SBI gains the maximum attention in the market.
• YONO offers us a cardless withdrawal of money.
SBI YONO offers its customers ‘YONO cash’ which is replica of using VISA card which helps in the
cardless and cashless payment with the help of an OTP.
• SBI YONO organizes inter-college quiz competition
• SBI rewards green points
this feature allows customers to participate in sustainable missions by putting forward their earned points.
• loans and NRI services
the major marketing approach of SBI is to provide home loans, personal loans, current account, NRI
services etc. SBI provides loans even to people who are 21 years of age. Apart from this the loan
interest rate is 11% per annum.
• SBI owned platform
emails, official websites, social media, in app notifications, banks and vast network or branches.
• ATM Network
SBI uses its extensive ATM network as a communication tool by providing information about services,
promotions, and contact details through ATMs.
• Customer Service and Support
Providing excellent customer service is an integral part of their communication strategy, encompassing
efficient handling of customer inquiries and addressing concerns.
• Sustainability and Corporate Social Responsibility (CSR)

SBI may engage in CSR initiatives related to education, healthcare, and environmental sustainability
to demonstrate their commitment to societal well-being.
Reliance Digital is a prominent retail chain in India that specializes
in consumer electronics, appliances, and technology products.
COMMUNICATIONS AND MARKETING MIX OF RELAINCE DIGITAL
•Promotion and Advertising:

Reliance Digital employs a range of promotional and advertising strategies to effectively reach its target
customer base.
•In-Store Marketing Initiatives:
Within Reliance Digital stores, there are frequent in-store marketing initiatives, such as price reductions,
product bundles, and extended warranties. These initiatives are designed to motivate customers to make
purchases while visiting the store.
•Digital Promotion:
Reliance Digital maintains a robust online presence, utilizing its website, social media platforms, and
email marketing to engage with its audience.
•Social Engagement:
Reliance Digital actively manages its presence on social media platforms like Facebook, Twitter, and
Instagram.
•Customer Care and Relationship Building:
Reliance Digital employs customer relationship management strategies to nurture and retain customer
relationships. This includes loyalty programs, personalized marketing communications, and post-purchase
follow-up communications.
•Public Image Management:
Establishing a positive brand image is of paramount importance. Reliance Digital may engage in public
relations activities, including sponsorship of tech-related events and the cultivation of media coverage.
•Content Distribution:
The company creates and shares valuable content on technology, gadgets, and home appliances. This
content encompasses blog articles, how-to guides, and videos aimed at educating and engaging the
audience.
•Collaborative Ventures:
Reliance Digital frequently collaborates with leading electronics brands to offer exclusive products or
conduct promotional events. Such partnerships serve to attract tech-savvy consumers.
•Community Participation:
Fostering a sense of community is a vital element. Reliance Digital may host workshops, tech seminars,
and other events to engage with tech enthusiasts and potential customers.
•Customer Input and Surveys:

The collection of customer feedback remains a crucial aspect. Reliance Digital may employ surveys and
feedback forms to gain insights into customer preferences and make improvements accordingly.
•SMS and Email Outreach:

To disseminate promotions, product updates, and newsletters to subscribers, Reliance Digital may use
SMS and email marketing campaigns.
•Mobile Applications:
If available, their mobile app can serve as a convenient platform for customers to browse products,
receive personalized recommendations, and place orders.
•Customer Support After Purchase:

Effective after-sales support and customer service are key components of their communication strategy,
encompassing handling customer inquiries, addressing concerns, and providing technical assistance.
•Word-of-Mouth Marketing:
Content customers can become advocates for the brand, and Reliance Digital strives to foster positive
word-of-mouth through top-notch products and customer service.
•Sustainability and Corporate Social Responsibility (CSR):
Demonstrating dedication to social and environmental causes is part of their communication strategy,
indicating that they are responsible corporate citizens.
ITC Limited, a diversified conglomerate based in India, operates in various industries,
including FMCG (Fast-Moving Consumer Goods), hospitality, agriculture, and more.
The company's marketing and communication mix is essential for promoting its
diverse range of products and services
Communication & Marketing mix of ITC
•Advertising:
ITC employs various advertising channels, including television commercials, print advertisements, and digital ads, to promote its
products and brands. They often focus on brand building and product features.
•In-Store Promotions:
In ITC's retail outlets, such as ITC's Wills Lifestyle and John Players stores, in-store promotions like discounts, loyalty programs, and
special offers are used to attract and retain customers.
•Digital Marketing:
TC maintains a robust online presence through its websites and social media platforms. They utilize digital marketing to showcase their
products, share content about their corporate initiatives, and provide updates on new launches and offers.
• Social Media:
ITC actively manages social media profiles on platforms such as Facebook, Twitter, and Instagram. These platforms are used for
community engagement, customer service, and sharing content related to their products and corporate social responsibility (CSR)
activities.
•Customer Relationship Management (CRM):
ITC employs CRM strategies to manage and nurture customer relationships. This includes loyalty programs, personalized marketing
communications, and post-purchase follow-ups.
•Public Relations (PR):
Maintaining a positive brand image is crucial for ITC. They engage in PR activities, such as participating in CSR
initiatives, promoting sustainable business practices, and seeking media coverage.
•Content Marketing:
ITC creates and shares valuable content, including blog posts, articles, and videos. This content may cover a wide range
of topics, from product usage guides to sustainability efforts.
•Partnerships and Collaborations:

ITC often collaborates with other businesses and organizations to develop co-branded products, promote sustainability
projects, and participate in community development initiatives.
•Community Engagement:
ITC is actively involved in various CSR activities, including healthcare, education, and environmental sustainability.
They engage with communities through initiatives like rural development programs and women's empowerment projects
•Customer Feedback and Surveys:
Gathering customer feedback is a priority. ITC uses surveys and feedback mechanisms to understand customer
preferences and continuously improve their products and services.
•SMS and Email Marketing:

ITC uses SMS and email marketing to communicate with customers and subscribers, providing updates on new product
launches, promotions, and sustainability initiatives.
•Mobile Apps
For certain product lines, ITC offers mobile apps to enhance the customer experience, enabling users to access
exclusive offers, order products, and engage with the brand.
• Sustainability and Corporate Social Responsibility (CSR): Demonstrating a commitment to environmental and
social responsibility is an integral part of ITC's communication strategy. This includes initiatives related to
afforestation, waste management, and sustainable agriculture
CONCLUSION
• The banking, retail, and FMCG sectors are interconnected in various ways. Banks facilitate retail
transactions and provide financing for retailers and suppliers. They play a role in online payments and
customer loyalty programs. These sectors also collaborate on data analytics, are influenced by
economic trends, and must adhere to regulations. Banks may provide investment and advisory services
to retailers and FMCG companies. These connections are vital for economic growth and consumer
experiences
BIBLIOGRAPHY
1) https://www.google.com/search?q=marketing+strategy+of+reliance+digital&sca_e sv
=580956334&rlz=1C1CHBF_enIN1077IN1077&sxsrf=AM9HkKnCA2JBKvV9
ZV-gAbs7loZf5rI9Rw%3A1699564072354&ei=KEpNZf-iFdS64-
EPrJmc0Ak&oq=communication+strategy+of+reliance+digital&gs_lp
=Egxnd3Mt d2l6LXNlcnAiKmNvbW11bmljYXRpb24gc3RyYXRlZ3kgb2YgcmVsaWFuY2U gZGlnaXRhbCoCCAAy
ChAAGEcY1gQYsAMyChAAGEcY1gQYsAMyChAAG EcY1gQYsAMyChAAGEcY1gQYsAMyChAAGEcY1gQYs
AMyChAAGEcY1g
QYsAMyChAAGEcY1gQYsAMyChAAGEcY1gQYsANIwypQAFgAcAF4AJAB AJgBoQGgAaEBqgEDMC4xuAED
yAEA4gMEGAAgQYgGAZAGCA&sclient=
gws-wiz-serp
2) State Bank of India – Wikipedia https://en.m.wikipedia.org/wiki/State_Bank_of_India
3) ITC Limited – Wikipedia https://en.m.wikipedia.org/wiki/ITC_Limited

Wa0007.

Uploaded by

Copyright:

Available Formats

Wa0007.

Uploaded by

Document Information

Original Title

Copyright

Available Formats

Share this document

Share or Embed Document

Sharing Options

Did you find this document useful?

Is this content inappropriate?

Copyright:

Available Formats

Wa0007.

Uploaded by

Copyright:

Available Formats

A practical approach to the communication and

marketing mix of SBI, Reliance digital and ITC

Submitted by : Priyanka Jha Chakraborty & Pratishtha Chatterjee

• YONO shopping festival (YSF)

• Sustainability and Corporate Social Responsibility (CSR)

•Promotion and Advertising:

•Customer Input and Surveys:

•SMS and Email Outreach:

•Customer Support After Purchase:

•Partnerships and Collaborations:

•SMS and Email Marketing:

You might also like

Pfad - The Proxy pFad of © 2024 Garber Painting. All rights reserved.