Specifically, it traces the development of the bank's Kohinoor branch to serve the Ultra High Net Worth Individuals (UHNIs) in Hyderabad, capital city of state of Andhra Pradesh in India, and contemplates the inquiry of whether a national rollout of the notion would be feasible and successful. It describes the design and performance of new branch from twin perspectives of the brand extension and novel service operation, and elevates the questions concerned with the expansion of the thought from a pilot level to a full-blown rollout, on both dimensions.
Additionally, it takes into account such factors as customer choice for the expansion of a mass brand into the ultra-luxurious end, the desirable approach to serve such top-notch customers along with long term vision for the luxury extension of the mass service brand. Subsequent to the success of the division in Hyderabad, SBI's associate bank, State Bank of Bikaner and Jaipur (SBBJ) intended to start a Kohinoor-sort branch in Jaipur. Nevertheless, there were significant issues that had to be addressed.
On the one hand, SBI needed to break free of its own legacy persona of being an organization that is archaic, as well as on the other, it did not need to send the signal out that it was no longer a common man's bank. Given such challenges, SBI was faced with the question: Should it or should it not roll out Kohinoor-sort divisions across India? "
State Bank of India Kohinoor Banjara Branch case study solution
PUBLICATION DATE: February 15, 2013 PRODUCT #: ISB003-PDF-ENG
This is just an excerpt. This case is about SALES & MARKETING
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