ICICI Bank's "Get up to 100% Cash Back" Offer

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Please note:

This case study was compiled from published sources, and is intended to be used as a basis for class discussion. It is not intended to illustrate either effective or ineffective handling of a management situation. Nor is it a primary information source.

Case Details:


Case Code : FINC046 For delivery in electronic format: Rs. 100 ;
For delivery through courier (within India): Rs. 100 + Rs. 25 for Shipping & Handling Charges


Financial Management
Case Length : 08 Pages
Period : 1992-2006
Pub. Date : 2006-2007
Teaching Note : Not Available
Organization : ICICI Bank
Industry : Banking and Financial Services
Countries : India


This case is about the "Get up to 100% Cash Back" promotional offer announced by ICICI Bank, the largest private sector bank in India, in October 2006. According to this offer, a customer could get back cash ranging from a minimum of 1% to a maximum of 100% of the transaction amount for any purchase transaction of over Rs. 2,000 made on his/her ICICI Bank credit card.

This case will enable students to discuss the impact of the "Get up to 100% Cash Back" offer on ICICI Bank's credit card business. Students can also discuss the pros and cons of the scheme from the consumer's perspective


Understand the impact of a cash back promotional offer on the credit card issuer

Discuss the pros and cons of the cash back scheme from the consumer's perspective


ICICI Bank, credit card, Cash Back Offer, Promotional Scheme, merchant establishments, Banking and Financial Services Industry, Consumer Behavior, Quantitative Methods, Probability

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