Abstract

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

Learning Objectives

The case is structured to achieve the following Learning Objectives:

• 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.

Keywords

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