Yes Bank Case Study:

Financial Services

Publication Date	August 2009
Publisher	Datamonitor
Product Type	Brief
Pages	15
ISBN Number	not applicable
Product Code	DAT15543

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Summary

Introduction

This case study on YES Bank forms part of Datamonitor's new series highlighting best practice in specific areas of financial services.

Scope

This case study analyses the key successful elements in YES Bank's brand strategy
The case study examines how the brand has developed to its current status and why it appeals to consumers so strongly.
Datamonitor's Financial Services Megatrend Framework is used to analyse the effectiveness of customer targeting strategies

Highlights

YES Bank is expanding at a brisk pace, providing customers with a tailored knowledgeable offering and the latest technological platforms to enhance the banking experience. Thus, it has created a niche in an already crowded market. It has a philosophy of sustainability, in keeping with its ethical principles, but is also geared for rapid expansion.

Reasons to Purchase

Gain insight into the methods used by important industry players to give them a competitive edge
Identify specific areas for operational improvements
Capitalize on the knowledge of experienced companies when entering a new niche or market

Content

Datamonitor View
Catalyst
Summary
Analysis
- Introduction
- Groundbreaking innovation sets YES bank apart from other more established players
- The founders of YES bank have a history of entrepreneurship
Yes Bank Is Expanding but Still Has A Long Way to Go to Compete with Major Indian Players
Yes Bank's Financial Position Is Strong despite Its Small Size
Yes Bank Has Kept up to Date with Changing Consumer Behaviors
- Authenticity is achieved through unconventional means
- The brand appeals to the comfort Megatrend through simplicity, transparency and ethical principles
- Trust is fostered by showing a caring side
- as one of the most attractive emerging markets, there are opportunities for other players looking to enter the market
- More advanced use of technology is key
- Green and ethical credentials are becoming increasingly important
Appendix
Data Tables
Definitions
The Datamonitor Financial Services Consumer Insight Megatrend Framework
Authenticity
Comfort
Connectivity
Convenience
Individualism
Wellbeing
Demographic Complexity
Financial Intelligence Complexity
Lifestage Complexity
Wealth Complexity
Further Reading
Ask The Analyst
Datamonitor Consulting
Disclaimer
List of Tables
- Table 1: YES Bank's profile
List of Figures
- Figure 1: The logo design is simple and positive
- Figure 2: Futuristic bank branches enhance the appeal of YES Bank
- Figure 3: The capital, reserves and surplus figure for YES Bank are growing rapidly
- Figure 4: YES Bank offers a comprehensive range of banking services
- Figure 5: YES Bank is working to help India through the credit crisis
- Figure 6: Punjab National Bank topped the list of banks on Standard and Poor's ESG India Index October 2008