HDFC STP

Segment

For people who wish to invest their money in banks

Target Group

Corporates, HINs, Middle income group etc

Positioning

A bank that puts the customer first

Segmentation strategy: Demographics variables Location - Metros & divisional cities Occupation - Business person - Salaried class (both govt. & private) Age - Senior citizens Minor psychographic variables Lifestyle - People who believes in modern banking with higher set of service i. e. internet banking (incontact, mobile refill, travel currency card etc.) Targeting strategy: Target market Corporate banking market : this market target the industries & fulfill their financial needs. Capital market : this segment is targeted on the long term needs of the individual as well as of industries. Retail banking market : this segment is for retail investors & provide them short term financial credit for their personal, house hold needs. Positioning strategy: HDFC Bank has positioned itself as a bank which gives higher standard of services through product innovation for the diverse need of individual & corporate clients. So they want to highlight following points in their positioning segment : Customer centric -Service oriented -Product innovation.

Old Segmentation strategy: 1. Demographics variables: a. Location –  Metros & Divisional Cities b. Occupation –  Business person  Salaried class (both govt. & private) c. Age –  Senior citizens  Minor Lifestyle 2. Psychographic variables: a. Lifestyle –



People who believe in modern banking with higher set of service i.e. internet banking (incontact, mobile refill, travel currency card etc.)

Old Targeting strategy: 1. Target Market  Retail banking market: this segment is for retail investors Target & provide them short term financial credit for their personal, house hold needs. Old Positioning strategy: 1. HDFC Bank has positioned itself as a bank which gives higher standard of services through product innovation for the diverse need of individual & corporate clients. So they want to highlight following points in their positioning segment:  Customer centric  Service oriented  Product innovation New Segmentation Strategy: 1. Demographics variables: a. Location –  Metros & Rural Areas b. Occupation –  Business person o High Income groups & Low Income groups  Salaried class (both govt. & private) o High Income groups & Low Income groups c. Age –  Adults  Minor  Senior citizens 2. Psychographic variables: b. Lifestyle –  People who believe in modern banking with higher set of service i.e. internet banking (incontact, mobile refill, travel currency card etc.)  Insurance Class  Security Class - high rated securities a. City Attributes (regards to price)  Different levels  Emerging levels New Targeting Strategy: 1. Target Market

 Retail banking market: this segment is for retail investors Target & provide them short term financial credit for their personal, house hold needs. New Positioning strategy: 1. HDFC Bank has positioned itself as a bank which gives higher standard of services through product innovation for the diverse need of individual & corporate clients. So they want to highlight following points in their positioning segment:  Customer centric  Place oriented  A new home  Service oriented  Product innovation – a backup of your old house