SYNOPSIS ON

MARKETING STRATEGIES OF ICICI HOME LOANS

Introduction of topic: - ICICI Bank Ltd. is the second largest bank in terms
of Balance Sheet size. In the Indian Banking Fraternity. Also it is the largest new generation Bank in terms of branch network. ICICI Bank Ltd a Scheduled Commercial Bank was promoted by ICICI (One of the leading Financial Institution established in 1955 at the initiative of Govt. of India and World Bank) in the year 1994. The ICICI Bank has grown at a very fast pace to meet the demands of its clients in line with our expectations. ICICI Bank offers a wide range of product to meet the specific need of every segment of the society. In the same way it had a product for Special category of customers. In home lone category they give various types of products (home lone offers) as per customer need and financial status.

Main Objective: - The main objective of this project is comprehensive and

comparative study of the marketing strategies of ICICI Bank. But there are some other various objectives behind this valuable Research. Some of them are as follows: To explore the feasibility of financing Home in rural areas. Market feasibility in terms of current size and growth potential. Identifying customer profiles/needs. Develop a Business model based on extensive study/findings.

SCOPE OF RESEARCH:-

To determine the customers perception regarding the quality of services expected from a good institution/ bank. To determine the sense of awareness of knowledge regarding ICICI Bank and its competitors. To find out the importance an average customer would give to a particular attribute and what his satisfaction level was with ICICI Bank. Recommend suitable measures for improving on the quality of services rendered by ICICI Bank Home loans.

DATA COLLECTION
Data sources: The sources of data include either secondary data and even some times the combination of both. The research is more concentration on both primary and secondary data. Primary data: Primary data will be collected through face to face interaction with employees and customer of companies. Secondary data: The secondary data will collect from the internet, catalogues and brochures and magazines. The data was collected by getting the respondents to interact on a one basis, as it facilitated explaining to them questions in which they had doubt.

METHODOLOGY
The research will conduct on the base of methodology is to discover answer to question through the Application of scientific procedures the main aim of research is to find out the truth which is hidden and which has not been discovered as yet. Research is the careful analysis of a business situation by scientifically analyzing it and using various statistical applications to the subject of study. Research is the process of finding a solution through the use of scientific tools and techniques. Research is a methodical and purposeful study conducted to obtain solution for specific marketing problem. A detailed study was carried out regarding ICICI Bank Home loans in consultation with various Home Lone dealers and financiers for ICICI Bank in the first one week.

LIMITATION OF STUDY-

The research is limited to banking industry. This research is limited to some of up district and other district near to up. This research related to home lone only. This research is focus on ICICI bank.