A COMPARATIVE STUDY OF MARKETING MIX STRATEGIES OF HDFC & SBI BANK

Abstract

The Indian banking sector has experienced significant transformation due to economic liberalization, technological innovation, and rising customer expectations. In this highly competitive environment, effective marketing mix strategies have become essential for banks to attract, satisfy, and retain customers. This study presents a comparative analysis of the marketing mix strategies of HDFC Bank and State Bank of India (SBI), two of the most prominent banks in India representing private and public sector banking respectively. The research is based on the 7Ps of marketing—Product, Price, Place, Promotion, People, Process, and Physical Evidence—to examine how both banks design and implement their strategies to achieve competitive advantage. The study highlights key similarities and differences in their marketing approaches and provides insights into best practices and areas for strategic improvement.