ICICI Bank

Mumbai, India
Share
Project Goal

Evaluate and build a comprehensive digital banking proposition for a specific target market

Project Detail

ICICI Bank, one of the leading financial groups in India, was looking to develop a broader digital user population, as well as update its featured services without needing to continually open new branches to keep up with population growth.

The primary objective of the MAP student team was to analyze opportunities within digital banking services for the self-employed market in India and to determine the bank's proposition to customers in this market. Team members worked with various internal counterparts at ICICI Bank to target the areas in which the company could expand banking services and features.

Interviews were conducted throughout Mumbai to measure users' thoughts on digital banking. The team developed usability, communication, and portfolio recommendations to help ICICI engage users, grow its digital banking network, and attract new customers.

Project coordinated in partnership with the C.K. Prahalad Initiative.

Testimonials

Faculty Advisors

M.S. Krishnan
  • Associate Dean for Executive Programs
  • Accenture Professor of Computer Information Systems
  • Professor of Technology & Operations
Dr. M. S. Krishnan (“Krishnan”) is the Associate Dean, Executive Education and Executive-MBA, Accenture Professor of Computer Information...
Paul Clyde
  • President, William Davidson Institute at the University of Michigan
  • Tom Lantos Professor of Business Administration
  • Movses and Maija Kaldjian Collegiate Lecturer of Business Economics and Public Policy
Paul Clyde is President of the William Davidson Institute at the University of Michigan, the Tom Lantos Professor of Business Administration, the...
Topics
Finance
Strategy
Marketing
Region
Class Year
2014

More MAP Successes

Japan
Craft a market-entry strategy for Bushu focused on how to launch their business in the U.S.
Seattle, WA
Build a product spec and drive the product implementation for a customer growth and churn prediction engine for AWS Lambda.
Fort Collins, CO and Asheville, NC
Develop a strategy and set of tactics for New Belgium to win back lost volume from the emergence of local craft beer and brewpubs.