“Study on Brand , Marketing

Communications and Strategic Alliances

of Equitas Small Finance Bank”
Presented By
Sudhansu Kumar
C20-164
 Content
• About Equitas Bank
• Various Products
• Equitas as Brand
• Marketing communications to Affluent Segments
• Vehicle Finance Loan
• Strategic Alliance and Partnership
• Website Quality Check
 About Equitas Small Finance Bank
• Equitas Started as a microfinance company in 2007.
• The motive behind setting up as microfinance was to give Loans to low income
status group and thinning the gap of rich and poor.
• They replicate the concept of Gramin bank as a microfinance company.
• They focused on the Family to analyze how to help in increasing their earnings.
• In the year 2011, the company expanded its horizon for products offering by adding
up VF & HF products.
 About Equitas Small Finance Bank
• The year 2015 was a milestone year, when RBI granted approval to convert Equitas
Microfinance into a small bank.
• In the year 2016, Equitas launched its Small Finance Bank after all approval to merge its
subsidiary into a small finance bank.
• The Bank commenced the business of SFB on September 5,2016. It is the very First Private
Sector Bank from Tamil Nadu to commence operations post Indian independence.
• True to its tag line – “Fun Banking”, the bank offers customized savings products with a
focus towards giving children, youth, families and entrepreneurs across India , a new and a
fun way to bank.
 Various Products of Equitas
• Savings Account
• Current Account
• Fixed Deposit
• Equitas Commercial Vehicle Finance
• Home Finance
• Loan Against Property
• Home Loans
• Equitas Debit Account
 Equitas as Brand
• As a Brand Equitas was present as microfinance from 2007 but is very new to the Banking
Industry. Its main motive is financial Inclusion of lower segment and undeserved segment.
They have to lend 75% of the loan to this segment as per RBI norms.
• USP of the brand is Lucrative interest rate provided on FD’s i.e.( Upto 9.33%) and Savings
Account i.e.(Upto 7.5% ) and it provides all the product and services that all the other
commercial bank provides.
• To Build Brand Reputation and Brand Awareness they conduct various activities i.e.
Engaging on Social Media, Various Digital Campaign, ATL and BTL activities.
• Various Competitors of Equitas Small Finance are Jana Small Finance Bank, Fincare Small
Finance Bank and Various Commercial Banks like Yes Bank, ICICI Bank , Kotak Bank etc.
 Marketing Communications
• Marketing communication is the use of various communication channels
such as social media, radio, television ,events, messaging tool, mailers etc in
order to communicate marketing objective.
• Equitas portray itself as “Fun Banking” and its various marketing objectives
through all media channels and a tabloid initiatives called “Funancial Times”
in which content specific to Equitas and Banking industry is there and fun
based games for childrens are there as well.
 Communicating to Affluent segments
• Affluent customers or HNI’s are attractive for a number of reasons they represent a
large and growing segment, hold more products than the average retail customer
and hold a greater nominal value within these products
• On the other hand, it is a difficult segment to serve effectively in order to
differentiate and win.
• Affluent customers Focus is on 3 B’s which is-
• Best price
• Best experience
• Best advice
 Communicating to Affluent Segment
• Since Equitas Bank is new to this segment they need to have all common facilities and
luxury which are provided by every bank.
• Additional Benefit should be provided which needs to very niche plus different Plan For
Youth, Middle Age ,Old Age and Diversification in plan should also be there.(Ex- Some are
business oriented, Some are service oriented based on that diversification should be made.
• High Returns with High Security (as threat is major concern in today’s world) with Customer
value added service should be the plan.
• Combination of niche facilities should be provided.( Premium Cards ,Common social app
for this segment, Priority Service 24*7 , Golf service, Magazine Service etc.)
 Academic Calendar for Communication
• To communicate to target audience or mass ,proper and precise messages needs to be
communicated and for that marketing team assigned me work to make an academic calendar.
• Idea Behind Academic calendar was to prepare things happening on general note i.e. festival and
activities happening every year in each months. Preparation of message which needs to be
communicated on various media platforms with a link with the products suitable for event to
accomplish marketing objectives needs to be there.
• Ex- In May Month College selection phase is there, advertising message for that - “Best College
and Best Bank gives best returns. So, choose the best and leave the rest”
• Ex- In August Month Raksha Bandhan is there, advertising message for that - “Sisters are like
Angel's to Brothers .This Raksha Bandhan fulfill your Sister's Financial needs with Equitas
eDGE Relationship Account for a Relationship which is more than love.”
 Vehicle Finance Loan
• Equitas is present in Vehicle Finance Loan segment since 2011. They do
KYC(Know Your Catchment) of each branches and based on the data ,they
select a proper location where event will be conducted i.e. 2 events( Loan
Mela, Driver Checkup)monthly in each branches in order to generate leads.
• With the help of secondary research KYC is prepared and various activities
with different ideas i.e., 2 in a month is conducted in all over India branches,
and through brokers leads are generated. (Ex- Salam Trucker , Drivers
Conclave).
 Strategic Alliance and Partnerships
• Now a days normal banking facilities are provided by every banks, to stay in
market banks needs to provide something extra to Customers.
• Strategic Alliance plays a huge role in bringing in the business and to give
something extra to new and existing customers . Equitas partners with
various companies in terms of cross branding and customer gratification
with various product offerings to all their customers.
• They partner with various companies and make different offers for different
segments i.e. ( lower segment,mass,mass affluent, HNI’s).
Strategic Alliance and Partnership Sample
offers
 Website Quality Check
• With the introduction of online marketing , social media marketing and things
getting digital , it is very important to keep an eye on Website quality and it needs to
checked thoroughly.
• There was decrease in amount of traffic on Equitas Finance Bank Website from few
months and the reason behind that was issue related Meta Title and Meta
Description.
• To overcome this issue commercial intent keywords was suggested through Google
Keyword Planner and issue was shown which is provided in below slides.
Commercial Intent Keywords for Savings
Account (Sample)
 Comparison of Meta Title, Meta
Description with other competitors
 Meta title
S no Product Equitas Jana Axis
1 Savings Account https://www.equitasbank.com/savings.ph https://www.janabank.com/savings- https://www.axisbank.com/ret
p account/ ail/accounts/savings-account
2 Current Account https://www.axisbank.com/.../
https://www.equitasbank.com/current- https://www.janabank.com/index.ph accounts/current-
accounts.php p/current-account-ent account/...current-
account/fees-charges
3 Fixed Deposit https://www.axisbank.com/ret
https://www.equitasbank.com/fixed- https://www.janabank.com/deposits
ail/deposits/fixed-
deposit-applynow.php?q=fd /
deposits/features-benefits
4 Recurring Deposit https://www.axisbank.com/ret
https://www.equitasbank.com/recurring- https://www.janabank.com ›
ail/deposits/recurring-
deposits.php Deposits
deposits/features-benefits
5 Wealth management https://www.financialexpress.com › https://www.axisbank.com/bu
INDUSTRY › Banking Finance rgundy-wealth-managemen
6 Lockers https://www.axisbank.com/ret
https://www.equitasbank.com/locker.php ail/accounts/safe-deposit-
locker/features-benefi
Meta Description
Thank you