Central Bank of India

-Managing the Brand Equity

 Introduction
 Established in the year 1911 by Sir Sorabji
Pochkhanawala.

 First Chairman was Sir Pherozesha Mehta.

 Mr. S. Sridhar is the present MD and Chairman from 2nd

March, 2009.
 Events: In the Chronological Order
 1921 Introduction to the Home Savings Safe Deposit Scheme to build saving
habits in all sections of the society.
 1924 An Exclusive Ladies Department to cater to the
Bank's women clientele.
 1969 The bank became Nationalized.
 1976 The Merchant Banking Cell was established.
 1980 Central card, the credit card of the Bank was introduced
 1994 Quick Cheque Collection Service (QCC) & Express Service was set up
to enable speedy collection of outstation cheques.
 Corporate Vision
 To emerge as a strong, vibrant and pro-active Bank/Financial Super Market
and to positively contribute to the emerging needs of the economy through
consistent harmonization of human, financial and technological resources
and effective risk control systems.
 Corporate Mission
 To transform the customer banking experience into a fruitful and
enjoyable one.
 To leverage technology for efficient and effective delivery of all
banking services.
 To have bouquet of product and services tailor-made to meet customers
aspirations.
 The pan-India spread of branches across all the state of the country will
be utilized to further the socio economic objective of the Government
of India with emphasis on Financial Inclusion.
Geographical Spread Of Central Bank of India:

North 490
South 479
East 746
West 740
Central 944
North East 119

Total 3518

As per Annual Report, 2010

 Services Offered:
 Visa platinum card facility.

 Visa gold card facility.

 Bancassurance facility.

 Cent bill payment facility.

 International banking facility.

 Past Sponsorship
 They have preferred to host the events mainly in Southern India.
 Previously they had also hosted Asian Games.
 It sponsored the event organised by “Shankara Netralaya” for
having free cataract eye operation.
 Central bank of India celebrated World Consumer Rights Day, by
organizing a seminar for senior citizens, in association with
Consumer Association of India and National Housing bank.
 In this present moment Central bank of India is doing the role of
Official Partner for the Common Wealth
 Commonwealth Secretariat partnership with CBI
 Helping youth owned and operated businesses is focus

 Concessional loan rates to youth for enterprise development

activities.

 Will lead to more job opportunities and eventually socio-economic

development throughout a region.

 Fifty million rupees to be injected into the scheme.

 Facts And Figures: Performance Analysis
 Total Business of the Bank increased by Rs.51213 crore to
Rs.269225 crore, registering y-o-y growth of 23.5 per cent.
 Operating Profit increased by Rs.621 crore to Rs.2058 crore,
registering y-o-y growth of 43.21 per cent
 Net Profit increased by Rs.487 crore to Rs.1058 crore, registering
y-o-y growth of 85.25 per cent.
 Net Profit per Employee increased to Rs.3.30 lakh from 1.71 lakh
in 2009.
 Facts And Figures: Performance Analysis

 Net Worth increased by Rs.1327 crore to Rs.5728 crore,

registering y-o-y of 30.15 per cent.
 Education Loan grew by 44 per cent during the year and
reached to Rs.1189 crore.
 Bank has issued 2.33 lakh Kisan Credit Cards during
the year with sanctioned limit of Rs.1639 crore.
 New product Central Kisan Gold Card launched and
issued to 85113 farmers.
CBI offering different services during 2010CWG Games:
 Opening of accounts
 Issue of Credit/Debit/Prepaid Cards
 Issue and payment of Travelers' Cheques/International Currencies
 Forex remittance into and outside India
 Credit facilities in eligible cases
 Bring out unique prepaid card product which will facilitate purchases within the
Games area or outside in Delhi without the need to carry cash
 Facilitate e-commerce through e-payment gateway to enable purchase of goods and
services including purchase of air tickets.
 Partners in CWG
Air India
• Air India, India’s national carrier is proud to associate with XIX Commonwealth Games 2010 Delhi
as the Official Airline Partner and is privileged to fly sportspersons from around the world to India.
• Air India’s massive network connects 121 destinations and its fleet is getting younger with granting
comfortable and customized travel experience and providing air passenger services of business class
category.

Central bank of India

• Central Bank of India, one of the country's leading nationalized banks, has become the 'Official
Banking Partner' for the Organizing Committee Commonwealth Games 2010 Delhi.
• The bank’s network in India would be used for sale of tickets and merchandise in the run up to and
during the common wealth games.
• All the bank accounts has to be opened with the Central Bank of India and bank will have one of its
branches in CWG headquarters.
 Contd…
National thermal power corporation (NTPC)
• NTPC, India's largest power utility of the country, is proud to be the official Power Partner, for the XIX
Commonwealth Games 2010 Delhi.
• NTPC's association with the Commonwealth Games will help in generating 1500 MV capacity, thus
powering million smiles.
• The sponsorship by the company would be to the tune of Rs 50 crore with the written commitment stating
that sponsorship amount will not be miss-utilized.
Hero Honda
• Hero Honda Motors Ltd, as the major private sector is also a Partner of the XIX Commonwealth Games
2010 Delhi.
• Hero Honda has also become the Presenting Partner of the Queen's Baton Relay will enter India from the
Wagha Border after completing a journey of across all Commonwealth countries and would spread the
message of ‘Peace through Sports’.
• The company's participation as a Partner of CWG 2010 takes Hero Honda's long association with sports in
the country to a new level.
 Advantages by Sponsoring to the event of CWG, 2010
 Can emerge itself to a Global Brand.

 Will increase the customer base domestically.

 Will be able to get free commercial space for advertising on televisions, signboards
and other venues.

 This image of becoming the ‘official partner’ of a prestigious event will help it to
promote as a renowned brand and will be able to boost up the centenary celebrations
the next year.
 Disadvantages
 The allegations of large-scale misuse of funds by the Commonwealth Games
Organizing Committee is been a major fact

 In place of other sponsors Central bank of India has released all the 50 crores
that it has promised and so now nothing can be done whereas other sponsors are having
options available.

 Share prices have even dropped due to recent reports.

 Even hosting the Asian games in 1982 did not help much in brand building.
 Recommendations:
 The ambience of each and every branch outlet should be maintained and made up to the
global standards already set.

 All the branches should be made computerized.

 Proper care should be taken towards CRM activities, which is most essential as
it is a services company.

 Just 30 more days to go, number of ATM’s should be increased if not permanent atleast
mobile ATM’s should be increased which will also save on costs.

 Should advertise more, both in electronic as well as print media to reach out to the mass.
 Recommendations:
 Advertisements through Hoardings should be increased.
 Advertisements can be made using Indian cricketers who promise
the world to be an audience to the CWG as they have a lot of faith
(if not in the organizing games body because of the negative
publicity of the media), but in The Central Bank of India which
promise the world that the CWG will be a great success.
 Central Bank should organize more and more car / bike / cycle
rallies which will ensure that the world knows about the
completion of the 100 years of service to the Indians and to leave
a positive impact on the foreigners.
 Recommendations:

 Although it has already been taken up as an initiative, The main hospitality term used /
practised by the Indians is “Atithi Devo Bhava”, which can be used by Central Bank of
India for its advertisements through both electronic and print media keeping in mind that
it took 99 years to develop the goodwill, but if the bad word spreads it will spread like fire.
 Educating the youth about the new games that will be played because we being the youth
are a part of the negative publicity but we don’t know anything that will happen in those
15 days of the CWG (in terms of the games to be played). This activity can be performed
by forming communities through the networking sites.

 
 
 Recommendations:

 Again as already taken up as an initiative, building India by The

Central Bank of India through its social responsibility activites being
performed should be advertised. What Central Bank of India has
done for the Indians in the last 99 years should be advertised through
hoardings/print/electronic media. They should also advertise the
future promises that they will make for a better India.
 These days banks like AXIS sell the Common Admission Tests
forms, if Central Bank concentrates more on attracting the youth at
least through these ways, it will last long in the minds of the young.
 Recommendations:

 When Royal Bank of Scotland reached India recently they reached India
with making Sachin Tendulkar as the brand ambassador. When the
advertisement either through print / electronic media was viewed, it gave a
royal look. The bank meant big, elite, and the services that were classy. If
The Central Bank of India relates a brand ambassador for the urban and
another for the rural to be a brand for every Indian citizen, it will really
influence the masses.