Objective:

To find out market potential of a new branch at Shaikpet, Hyderabad.

Study of the mapping of an area of radius 3 KMs around the branch.
Creating awareness about the bank and its services.
Market Survey and lead generation.
Planning and conducting promotional events for the branch.
Study the strategy to sell bank accounts and services.

Limitations:

Mapping confined to 3 KMs radius around the branch.

Market Research was confined to only certain major colonies in the area.

Research Methodology:
Research Design:
The research is a completely exploratory research. Data was collected through questionnaires
from respondents at random.

Data Sources:
The research has only primary data. Questionnaires was the method used to collect data. Also
related articles were used as part of secondary research.

Sampling:
Simple Random Sampling Technique was used to select the respondents. This method was
chosen to identify the potential of the customer base in Shaikpet.

Introduction:
This project is about the marketing strategies implemented by IndusInd Bank for the launch of its
new branch at Shaikpet.
The basic aim was to find out the market potential of the area in which the branch is being setup.
Potential of an area depends on a variety of factors like population of the catchment area, income
levels of people in the area, number of existing banks in the area etc. The more the number of
HNIs showing interest in the bank, the more is the potential of a bank.
A thorough mapping of the entire catchment area has to be done so as to find out the number of
independent houses, apartments, hospitals, restaurants and other major businesses. All good
business ventures in the catchment area can be a potential Current Account holder. So it is
important to have a clear idea of the entire area around the bank.
By doing a market survey, lot of information regarding interest of respondents in the bank, what
offers appeal to them, the major competitors in the area etc can be known. Apart from getting
crucial information about people in that area, a lot of data is also collected in the process.
The marketing of a new banks strategies to create awareness, promote it by having events and
acquiring customers are part of this project.

Literature Review:
As per the article Corporate social responsibility and bank customer satisfaction by Lynette M.
McDonald and Sharyn Rundle-Thiele, although creating customer satisfaction is not a prime
motivation for instituting CSR programs, research linking CSR strategies with positive customer
outcomes, such as loyalty, has led to the expectation that these strategies generally have positive
flow-on effects for customers. Yet researchers have failed to consider whether these strategies do
indeed impact customer satisfaction levels. Banking industry surveys have led to the
identification of a mismatch between consumer satisfaction levels and massive spending on CSR
programs. Given both the increasing investment in CSR strategies, and the fact that customer
satisfaction mediates firm market value, further research is warranted. In view of research
suggesting that retail banking customers prefer initiatives that create direct customer benefits
compared to those that have broader social impacts, this paper has contended that funding
directed towards customer-centric initiatives may create better customer satisfaction outcomes
than CSR initiatives. A reduction in the proportion of dissatisfied customers would enable banks
to reduce customer churn, thus increasing share and profits.
As per the article Islamic Banking in Theory and Practice: The Experience of Bangladesh by
M. Kabir Hassan, historically, commercial banks have played a vital role in performing the
functions of payment mechanism, intermediation, and providing other financial services. The
introduction of interest-free banking system has changed the mode of operations in countries
where both interest free banking and western banking systems operate side by side. From the

point of view, the implementation of an interest-free banking system in which fixed return on
deposits and assets are prohibited raises a number of questions and potential problems.
According to an article Market Structure Analysis: A Foundation For Developing And Assessing
Bank Strategy by Mark R. Young, a few banks strategies in terms of pricing, offers and
positioning were studied. A certain banks (Bank A) accomplishment of its objective,
differentiating its offer and uniquely positioning the bank in the minds of consumers as offering
the best value, was based on a thorough understanding of the competitive market structure.
The original perceptual map confirmed some hunches Bank As managers had, but it also caused
the managers to rethink some of their understanding of the market that was not confirmed. The
data were the final arbiter in developing a consensus on the direction that the bank should take.
Managers of Bank A realized they would always be in a catch up phase of introducing new
products because they lacked the size to support new product development relative to Bank C in
their market. They also realized that the two market share leaders, Banks B and C, would prefer
to not compete on rates because their loss in profit margin would probably not be made up in
market share gains. Combining the consumers view of the market along with a managerial
perspective allowed Bank A to develop and implement a value oriented strategy that worked.
Providing consumers with superior value (benefits relative to costs) is the key to longterm
business success. Market structure knowledge provides bank managers with an understanding of
the likelihood of developing successful marketing strategies based on differentiation (superior
benefits at competitive costs) or cost leadership (competitive benefits at lower cost) for a given
market. Conducting a market structure analysis utilizing perceptual mapping can assist in
identifying opportunities for differentiation and can be used to monitor the success of
implementing the strategy over time.

Articles Referred:
Corporate social responsibility and bank customer satisfaction by Lynette M. McDonald and
Sharyn Rundle-Thiele.
Islamic Banking in Theory and Practice: The Experience of Bangladesh by M. Kabir Hassan.
Market structure analysis: a foundation for developing and assessing bank strategy by Mark R.
Young.