Extensive Marketing Strategy of Jammu and Kashmir Bank

Updated on: Feb 5, 2024
marketing strategy of jammu and kashmir bank

  Hey there!

My name is Aditya Shastri and I have written this case study with the help of my students from IIDE's online digital marketing courses in India.

Practical assignments, case studies & simulations from Harvard Business Review helped the students from this course present this analysis.

Building on this practical approach, we are now introducing a new dimension for our online digital marketing course learners - the Campus Immersion Experience.

If you find this case study helpful, consider leaving a comment below.

In a preceding article, we delved into the comprehensive marketing strategy of Jammu and Kashmir Bank, one of India’s leading banks. This blog aims to further explore the marketing strategy of Jammu and Kashmir Bank.

Our goal is to gain a deeper understanding of Jammu and Kashmir Bank, particularly its marketing strategy.

Marketing, a crucial aspect of any business, can either propel it forward or hold it back. With the world moving towards digital, so has marketing. If you’re keen on learning about contemporary digital marketing, consider checking out Karan Shah, the CEO and founder of IIDE.

By the conclusion of this blog, we will have a thorough understanding of the marketing strategy of Jammu and Kashmir Bank. But before we delve deeper, let’s begin with an overview of the bank’s history, target audience, and online presence.

Digital Marketing Academic Challenge 2024 - DMAC

About Jammu and Kashmir Bank – Overview

Jammu and Kashmir bank logo

Incorporated in 1938, Jammu and Kashmir Bank (J&K Bank) is one of India’s oldest private sector banks and a Scheduled Commercial Bank. The bank has its corporate headquarters in Srinagar and is listed on the BSE and NSE.

As the Reserve Bank of India’s exclusive agent for conducting banking operations on behalf of the governments of Jammu & Kashmir and Ladakh, the Bank serves as a premier bank in the Union Territories of Jammu & Kashmir and Ladakh.

Businesses, employees of governmental, semi-governmental, and autonomous entities, farmers, craftsmen, public sector organizations, and corporate clients are just a few of the several customer categories that J&K Bank serves.

The bank also provides a wide array of retail credit products, including consumer lending, home loans, personal loans for people with bad credit, loans for education, loans for farmers, and trade credit. These are all distinctive financial products designed to meet the needs of different customer segments.

What’s New with Jammu And Kashmir Bank?

Here’s everything that’s been happening recently with Jammu And Kashmir Bank:

  • Jammu and Kashmir Bank Ltd reported a 56.5% year-on-year (YoY) jump in net profit at ₹381.1 crore for the second quarter that ended September 30, 2023.
  • The bank has announced its highest-ever net annual profit of Rs 1,197 crore in the results for the financial year 2022-23.
  • With a decade-high capital adequacy ratio of 15.39 per cent and NPAs at an eight-year low of 6.04 per cent, the bank also recorded its highest-ever quarterly profit of Rs 476 crore in the last quarter.
  • J&K Bank share price rose 4% as Q2 business grew 12% YoY to Rs 2.18 lakh crore in July 2023.
  • In January 2023, Jammu and Kashmir Bank Q1 net profit was up 96.7% on better asset quality, lower bad debt.

It seems like Jammu And Kashmir Bank has been making significant strides in the banking sector this year. Now, let’s move on and discuss the buyer persona of Jammu And Kashmir Bank.

Buyer Persona of Jammu And Kashmir Bank

Buyer’s Persona






20 years




  • Seeks quick, convenient banking solutions
  • Values the ability to consult with top-notch banking advisors
  • Prefers tech-driven solutions
  • Appreciates the ability to rapidly contact banking advisors online

Interest & Hobbies

  • Tech-savvy individuals
  • Financial enthusiasts
  • Urban residence dwellers
  • Lifestyle and wellness enthusiasts

Pain Points

  • Difficulty in accessing quality banking services
  • Challenges in scheduling appointments with banking advisors
  • Concerns about the quality and consistency of banking services
  • Prefers a quieter ambiance for consultations

Social Media Presence

  • Instagram
  • Pinterest
  • Facebook
  • Tinder

Marketing Mix of Jammu and Kashmir Bank

A marketing mix is a model that an organization uses to advance its interest in its brand or product. The main components of this model are the 4Ps: Product, Price, Place, and Promotion. Let’s look at Jammu and Kashmir Bank’s marketing mix strategy in the following section.

(i) Product Strategy of Jammu and Kashmir Bank

Jammu and Kashmir Bank, a leading bank in India, primarily offers a wide range of banking products and services. The bank caters to various customer segments which include business enterprises, employees of government, semi-government and autonomous bodies, farmers, artisans, public sector organizations, and corporate clients. The core value of what Jammu and Kashmir Bank offers has always been its strong market presence in the J&K and Ladakh regions.

(ii) Price Strategy of Jammu and Kashmir Bank

The pricing strategy of Jammu and Kashmir Bank has always been to offer its banking products and services at competitive prices. This is what has allowed the bank to be successful for many years.

(iii) Place and Distribution Strategy of Jammu and Kashmir Bank

Jammu and Kashmir Bank is one of the leading banks in India with a strong market presence in the J&K and Ladakh regions. The bank recently expanded its business networks, both within J&K and Ladakh and overseas.

(iv) Promotion Strategy of Jammu and Kashmir Bank

Jammu and Kashmir Bank uses a lot of promotional techniques as promotional activities help build brand loyalty and interest. It gives people who may not normally engage with Jammu and Kashmir Bank a reason to consider their products and services.

The Marketing Strategy of Jammu And Kashmir Bank

Let’s learn about the marketing strategy of Jammu and Kashmir Bank! And how Jammu and Kashmir Bank carries the marketing campaign etc

  • Segmentation, Targeting, and Positioning

The marketing strategy of Jammu and Kashmir Bank encompasses three primary business divisions: wealth management, wholesale banking, and retail banking. Despite the varying terminologies, banks, including Jammu and Kashmir Bank, continue to operate within these three categories.

The marketing strategy of Jammu and Kashmir Bank also involves customer segmentation based on demographics such as age, gender, income, geographic location, and education. This approach is beneficial to a certain extent—for example, it could reveal that clients aged between 30 and 40 are most likely to apply for a home loan.

The ultimate objective of the marketing strategy of Jammu and Kashmir Bank is to position itself as the “Most Preferred Bank”, demonstrating its commitment to operational excellence, customer-centricity, and high integrity towards all stakeholders.

  • Marketing Campaigns   

Jammu and kashmir bank marketing campaign

The bank held awareness camps all across the region, bringing the J&K financial literacy campaign to a crescendo. A wide range of people, including senior folks, farmers, and businesspeople, attended the instructional camps. The Bank also held a session on digital awareness at Jammu University’s business school.

Jammu and kashmir bank honor badges

J&K Bank awards “Honour Badges” to its Top Achievers who have excelled in directing various marketing programs to increase sales and reach particular business goals in the retail loan categories of car loans, mortgages, and digital products in addition to third-party goods like insurance. It encourages employees to work better and feel appreciated.

Jammu and kashmir bank marketing campaign

In an agreement known as a Memorandum of Understanding (MoU), J&K Bank and Jammu University designated J&K Bank as their preferred banker for all banking-related services needed by Jammu University employees. This increased J&K Bank’s customer base because J&K students are more likely to have accounts there.

  • Social Media Marketing

The Jammu and Kashmir Bank can be found active on Social Media like Instagram, Linked In, Twitter, and Facebook. It has more followers on Facebook than on Twitter followed by Instagram and at last LinkedIn.

Facebook: 496k followers

Jammu and kashmir bank facebook profile

Instagram: 54.8k followersJammu and kashmir bank instagram profile

LinkedIn: 13k followers

Jammu and kashmir bank LinkedIn profile

Twitter: 71.2k followers

Jammu and kashmir bank twitter profile

  • SEO Strategies

Jammu and kashmir bank SEO Strategy

The marketing strategy of Jammu and Kashmir Bank leaves no room for alternatives when it comes to SEO. It’s evident that J&K Bank boasts impressive organic keyword traffic of over 637k+. Their website attracts nearly 400,000 visitors each month.

A significant portion of their traffic is driven by Facebook, which is unsurprising given their large follower base and effective use of relevant keywords. Consequently, the marketing strategy of Jammu and Kashmir Bank has led to Facebook being their top source of traffic.

  • Influencer Marketing

Interestingly, about 95% of people tend to trust recommendations from strangers more than advice from corporate entities, even without personal acquaintance. This leads to a higher initial trust in products endorsed by celebrities, which is perceived as the norm.

The rise of influencer marketing is evident, and it appears to be gaining traction among businesses aiming to effectively promote their brands.

In the context of the marketing strategy of Jammu and Kashmir Bank, they do not employ any celebrities as influencers. However, they have had collaborations with Jammu University on occasion.

  • E-commerce Strategies

Economic strategy, a relatively new and rapidly expanding field of economic consulting, involves the application of economic principles and techniques to provide customers with valuable insights. These insights aim to address specific issues or problems and enhance their long-term performance.

As part of its e-commerce operations, the marketing strategy of Jammu and Kashmir Bank includes providing credit and deposit services. Like other businesses, banks are striving to integrate networking technologies into their corporate processes.

The marketing strategy of Jammu and Kashmir Bank involves setting up transactional websites that enable individuals and companies to perform a range of basic banking tasks, such as checking accounts, transferring money, and applying for credit cards.

Small businesses can submit loan applications, initiate wire transfers, and access cash management and payroll services. These websites, while limited to such services, serve as an additional access point for basic banking services.

This aspect of the marketing strategy of Jammu and Kashmir Bank is not much different from the branch networks or telephone centers maintained by banks, except that customers interact with their banks via personal computers and the Internet.

  • Mobile Apps

Jammu and kashmir bank mobile app

The ability to increase client awareness and familiarity with your brand, which enhances communication, is one of the main benefits of adopting mobile apps for business. It takes time for confidence and trust to grow between you and your clients, but it may start with regular interaction with your target audience.

Jammu and Kashmir Bank has the J&K Bank mPAY – Delight application which is completely secure and easy to use. It offers services like Balance Enquiry, Mini statements, and Fund transfers within the bank and other banks.

  • Content Marketing Strategies

A target audience’s attention must be captured and maintained through the creation and distribution of valuable, timely, and consistent content if you want to ultimately encourage profitable consumer action.

Content marketing is essential because it gives your audience the answers to their questions and promotes the development of relationships, trust, better conversions, and lead generation. Today’s consumers expect their preferred brands to consistently produce high-quality content.

Content marketing produces sales by identifying a target audience and ensuring a reliable, steady flow of information and natural visitors.

Jammu and Kashmir Bank is very active on social media. The post content is related to their new policy, campaigns, collaborations, etc. The only source of posting content is through Facebook or Twitter or their website. Also, they press releases about their current activities on their website.

This ends our elaborative marketing strategy of Jammu and Kashmir Bank. Let us conclude our learning below.

Digital Marketing Academic Challenge 2024 - DMAC

Top Competitors of Jammu and Kashmir Bank

Just like the fast food industry, the banking sector is also highly competitive. Here are a few top competitors of Jammu and Kashmir Bank in India as well as internationally:

  1. Top Competitors in India
  • HDFC Bank
  • ICICI Bank
  • Kotak Mahindra
  • Axis Bank
  • IndusInd Bank
  • IDBI Bank
  • Yes Bank
  • IDFC First Bank
  • AU Small Finance Bank
  • Bandhan Bank
  1. Top Competitors Internationally
  • HDFC Bank
  • ICICI Bank
  • Kotak Mahindra
  • Axis Bank
  • IndusInd Bank
  • IDBI Bank
  • Yes Bank
  • IDFC First Bank
  • AU Small Finance Bank
  • Bandhan Bank

These banks, like Jammu and Kashmir Bank, are making significant strides in the banking sector.

Failed Campaigns of Jammu and Kashmir Bank

While Jammu and Kashmir Bank has had many successful campaigns, there have been a few instances where their initiatives didn’t resonate as expected with the audience:

  1. System Glitch In June 2022, transactions and other procedures were hit across all branches of Jammu and Kashmir Bank following a technical glitch. This left customers unable to make payments or access their accounts for three consecutive days. Despite the bank’s claims that only in-person transactions at the bank were down, many customers reported that they were unable to transfer an immediately required amount from their Mpay.
  2. Penalty by RBI The Reserve Bank of India (RBI) imposed a monetary penalty of ₹2.5 crore on Jammu and Kashmir Bank Limited for non-compliance with certain directions issued by RBI. The penalty was for non-compliance with directions on ‘Creation of a Central Repository of Large Common Exposures-Across Banks’, read with ‘Central Repository of Information on Large Credits (CRILC) – Revision in Reporting’, ‘Loans and Advances – Statutory and other Restrictions’ and ‘Time-bound implementation and strengthening of SWIFT-related operational controls.
  3. Recruitment Scams and Irregularities From a host of charges related to scams and irregularities in recruitment, J&K Bank has somehow damaged its customers’ trust in recent times.

These instances serve as reminders that even the most promising companies can face challenges. However, they also provide valuable lessons for Jammu and Kashmir Bank to learn from and improve upon in their future endeavors. 



The Jammu and Kashmir Bank is working to address its problems, but its lack of marketing efforts is its largest problem. A vital component of any business, marketing is fast becoming digital in the contemporary environment.

About 60% of people worldwide utilize the internet, according to digital marketing data. Due to the pandemic and the increase in online business, it increased by 20% over the last two years. The reputation of a well-known company is crucial.

The brand image of a corporation can be made or broken by its campaign techniques. Through digital marketing, successful campaigns can be created, and any errors can be quickly fixed.

If you like such in-depth analyses of companies, find more such insightful case studies on our IIDE Knowledge portal.

Thank you for taking the time to read this, and do share your thoughts on this case study in the comments section below.

Share post via

Aditya Shastri

Lead Trainer & Head of Learning & Development at IIDE

Leads the Learning & Development segment at IIDE. He is a Content Marketing Expert and has trained 6000+ students and working professionals on various topics of Digital Marketing. He has been a guest speaker at prominent colleges in India including IIMs......[Read full bio]


Submit a Comment

Your email address will not be published. Required fields are marked *

This site uses Akismet to reduce spam. Learn how your comment data is processed.

Related Posts