“IDENTIFICATION OF SEGMENT OF CASA, FD AND HOW TO INCREASE PROFITABILITY” A PROJECT REPORT

SUBMITTED BY ANAND MOHAN MISHRA MBA(G) 3rd Sem. Roll.No.19

In pa rt i al ful fil l me nt for t he aw a r d
Of MASTERS OF BUSINESS ADMINISTRATION(2009-11)
Underthe Guidance of: Under the Supervision of

1

Prof.M.D.KAKADE (Faculty of Marketing)

ABHIJIT BHARTI (Branch Manager)

Acknowledgement
This project is a culmination of task undertaken by me after the First year during my summer Training. Acknowledgement but a genuine To is not a mere formality to or ritual the active

opportunity all those

express who’s

indebtedness support have and

without this

encouragement possible. My

project thanks ICICI

wouldn’t to Mr. ,

been

Special Manager

ABHIJIT

BHARTI

(Branch

Bank

AURANGABAD), who gave me the proper guidance. I have used questionnaire method to collect data and had analyzed them. I got some findings by analyzing Data as in the to end the I have also which given I the

recommendations

company,

thought

would help the Company in some way. I used direct interview from the customers for collecting data.

ANAND MOHAN MISHRA 2

M.B.A(G)3 rd Semester Roll.No.19

BHARTI VIDYAPEETH UNIVERSITY, PUNE

INSTITUTE OF MANAGEMENT AND ENTREPRENUERSHIP DEVELOPMENT, PAUD ROAD, ERANDWANE PUNE-38

CERTIFICATE OF COMPLETION

This is to certify that Mr. .ANAND MOHAN MISHRA is a bonafide student of MBA program of the university in this institute for the year 2009-11 . As a part of the University curriculum, the student has completed the project report titled IDENTIFICATION OF SEGMENT OF CASA, FD AND H O W T O I N C R E A S E P R O F I T A B I L I T Y .The project report is prepared by the student under the guidance of Prof. M.D KAKADE

2 (Teacher Guide) Director

Program Co-ordinator

3

Date: Place:

DECLARATION
I, ANAND MOHAN MISHRA, student of ,studying in MBA(G) 3rd

Semester, hereby declare that, I have completed the report the report on “Idententification of segment of current account ,saving

account, fixed deposits and how to increase profitability” at ICICI bank CIDCO, Aurangabad in academic year 2009-11.

This information submitted is genuine and practical to the best of my knowledge.

ANAND MOHAN MISHRA MBA(G) 3rd Semester Roll.No.19

4

PRECFACE
The project has been undertaken in a renowned bank “ICICI”. The main objective behind the project is to know the consumer perception about the CASA & FD and to get an insight about the various

product offerings of the bank. To find the various reasons because of which the company is able to survive the edge cutting competition and what are the other marketing strategies of the company. A survey has been done and data has been collected from various customers all over AURANGABAD region and thus a report has been prepared. In

the survey the customers were interacted in order to find out their knowledge about the products & schemes of ICICI Bank.

ANAND MOHAN MISHRA

5

TABLE OF CONTENT

Sr. No. 1. 2. 3. 4. 5. 6. 7. 8. 9. 10. 11. 12. 13.

Topics Executive Summary Company Profile History Present status of the organization Product of ICICI bank Market strategy Competitors Product offering Market research Data Analysis Result and decision Conclusions and recommendation Bibliography

Page No. 7-9 10-12 13-18 19-21 22 23-29 30-38 39-64 65-76 77-86 87-89 90-91 92

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14.

Annexure

93-97

EXECUTIVE SUMMARY COMPANY Title : : ICICI bank, CIDCO, Aurangabad

“I D E N T I F I C A T I O N O F S E G M E N T O F C A S A , F D A N D HOW TO INCREASE PROFITABILITY” : 50DAYS

Duration

This is a project about changing trends of interior of investment plans which is modernizing or modifying day by day . It was because of increasing numbers of affluents in the india and henceforth the demand of different investments plans. OBJECTIVE The main objective behind the market research is analysis the market and find out suspects then convert into prospects and motivate or promote them to use our finanacial product in modern ways instead of traditional ways. RESEARCH METHODOLOGY Research methodology which was use in market research qualitative and quantitative techniques. The primary data was collected by personal Interviews with the help of structured questionnaire and Secondary data was collected by Internet, Journals, Magazines etc.

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FINDINGS  Maximum people didn’t have much knowledge of presence financial products.  The second reason was not many people are aware of its application and benefits or advantages it posses over other investment plans.  Maximum people were interested in traditional ways of investment. LIMITATIONS  The unwillingness of the respondents to answer.  When I started my training that time Market scenario was in declined Stage or badly hit by recession.  Due to recession people were interested for the cheaper mediums or the substitutes of it.  Time Constraint in the banking. RECOMMENDATION 1. All possible tools and techniques were found to be responsive. But as the same time targeting individuals understanding their requirements and then approaching him for getting converted as the financial advisor was challenging. 2. As it has been already stated the limitation of the entire project was mainly the fee structure therefore it can be concluded that 8

reduction or completed withdrawal of the fees would give a boost to the whole concept of recruitment. 3. Spreading awareness about the agency business would increase the number of walk in by prospective advisors. This will further improve the conversion rate of recruitment of the company. CONCLUSION Following segmentation approach have been of immense advantage but as we did not have data for other segments of people barring Saving Accounts, a lot of time and effort was lost in arranging for and collection of data. Prior collection of databases and working on them would have been more beneficial.

1.R e d u c e t h e p a p e r w o r k a n d t i m e o n o p e n i n g o f n e w a c c o u n t 2. Reduce the maintenance charge and hidden cost. 3. Presence of semi-urban and rural area introduce the customer awareness programme. 4. Motivate to customer by attracvtive offer of intrest. 5. Devlope the micro finance. 6. Increase the credit of limit.

9

I NTRO DU CTI O N
COMAPANY PROFILE

Type Industry-

Public (BSE: 532174, NYSE: IBN) BankingFinancial services

Founded- 1955 Headquarters- Mumbai, Maharashtra, India Key peopleK.V. Kamath(Chairman) Chanda Kochhar (MD & CEO) N. S. Kannan(CFO)

Products- Investment Banking, Commercial Banking, Retail Banking, Private Banking Asset Management, Mortgages, Credit Cards Revenue 59,599.77 crore (US$12.93 billion) (2009), Operating income ▲ 6,578.64 crore

(US$1.43 billion) (2010), Profit ▲ 4,843.41 crore (US$1.05 billion) (2010), Total assets ▲ US$ 100.10 billion (2010), Employees 35,000+ (2009) Website ICICIBank.com

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ICICI Bank is India's second-largest bank with total assets of Rs. 3,634.00 billion (US$ 81 billion) at March 31, 2010 and profit after tax of Rs. 40.25 billion for the year ended on March 31, 2010. ICICI Bank is the second amongst all the companies listed on the Indian stock exchanges in terms of free float market capitalization. The Bank has a network of about 2009 branches and 5219 ATMs in India and a presence in 18 countries. ICICI Bank offers a wide range of banking products and financial services to corporate and retail

customers through a variety of delivery channels and through its specialized subsidiaries and affiliates in the areas of investment banking, life or and non-life insurance, venture Bank capital and asset its

management

wealth

management.

The

currently

has

subsidiaries in the United Kingdom, Russia and Canada, branches in Unites States, Singapore, Bahrain, Hong Kong, Sri Lanka, Qatar and Dubai International Finance Centre and representative offices in

United Arab Emirates, China, South Africa, Bangladesh, Thailand, Malaysia and Indonesia. The bank’s UK subsidiary has established branches in Belgium and Germany.

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ICICI Bank's equity shares are listed in India on Bombay Stock Exchange (BSE) and the National Stock Exchange of India Limited and its American Depositary Receipts (ADRs) are listed on the New York Stock Exchange (NYSE).

Vision of ICICI Bank:
The challenge for ICICI will be to continue innovating to improve market shares and maintain its competitive edge. In this Endeavour, ICICI will continue to benchmark with global best practices to

ensure optimum utilization of its resources and the finest exposure to its work force. The speed with which it has been able to transform the organization and successfully start so many new businesses is almost singularly owing to the skills, enterprise and the depth of its human resources. ICICI Bank is committed to enriching this valuable resource which in turn, will allow it to bring innovative practices to the world of financial services in India. With technology playing the key role

mainly. Talented individuals, working in teams and riding on the backbone of world class technology

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s HISTORY
ICICI Bank was originally promoted in 1994 by ICICI Limited, an Indian financial institution, and was its wholly-owned subsidiary. ICICI's shareholding in ICICI Bank was reduced to 46% through a public offering of shares in India in fiscal 1998, an equity offering in the form of ADRs listed on the NYSE in fiscal 2000, ICICI Bank's acquisition of Bank of Madura Limited in an all-stock amalgamation in fiscal 2001, and secondary market sales by ICICI to institutional investors in fiscal 2001 and fiscal 2002. ICICI was formed in 1955 at the initiative of the World Bank, the Government of India and

representatives of Indian industry. The principal objective was to create a development financial institution for providing medium-term and long-term project financing to Indian businesses. In the 1990s, ICICI transformed its business from a development financial

institution offering only project finance to a diversified financial services group offering a wide variety of products and services, both directly and through a number of subsidiaries and affiliates like ICICI Bank. In 1999, ICICI become the first Indian company and the first bank or financial institution from non-Japan Asia to be listed on the NYSE.

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After consideration of various corporate structuring alternatives in the context of the emerging and the competitive towards scenario universal in the Indian the

banking

industry,

move

banking,

managements of ICICI and ICICI Bank formed the view that the merger of ICICI with ICICI Bank would be the optimal strategic alternative for both entities, and would create the optimal legal structure merger for the ICICI group's value for universal ICICI banking strategy. through The the

would

enhance

shareholders

merged entity's access to low-cost deposits, greater opportunities for earning payments fee-based system income and and the ability to participate in the The

provide

transaction-banking

services.

merger would enhance value for ICICI Bank shareholders through a large capital base and scale of operations, seamless access to ICICI's strong corporate relationships built up over five decades, entry into new business segments, higher market share in various business

segments, particularly fee-based services, and access to the vast talent pool of ICICI and its subsidiaries. In October 2001, the

Boards of Directors of ICICI and ICICI Bank approved the merger of ICICI and two of its wholly-owned retail finance subsidiaries, ICICI Personal Financial Services Limited and ICICI Capital Services

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Limited, with ICICI Bank. The merger was approved by shareholders of ICICI and ICICI Bank in January 2002, by the High Court of Gujarat at Ahmedabad in March 2002, and by the High Court of Judicature at Mumbai and the Reserve Bank of India in April 2002. Consequent to the merger, the ICICI group's financing and banking operations, both wholesale and retail, have been integrated in a single entity.

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GROWTH OF THE INDUSTRY
1955: The Industrial Credit and Investment Corporation of India
Limited (ICICI) incorporated at the initiatives of the World Bank, The Government of India and representatives of Indian Industry, with the objectives of creating a development financial institution for providing medium-term and long-term project financing to Indian Businesses. Mr. A. Ramaswami Mudaliar elected as the first

chairman of ICICI Limited. ICICI emerges as the major source of foreign currency loans to Indian Industry. Besides funding from the World Bank and other multi-lateral agencies, ICICI was also among the first Indian companies to raise funds from International markets.

2000: ICICI Bank became the first commercial Bank from India to
list its stock on NYSE, ICICI Bank announces merger with Bank of Madura.

2001: The Boards of ICICI Ltd. And ICICI Bank approved the
merger of ICICI with ICICI Bank.

2002: ICICI Ltd. Merged with ICICI Bank Ltd. To create India’s
second largest bank in terms of assets.

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2002: ICICI assigned higher than sovereign rating by Moody’s. 2002: ICICI Bank launched India’s first CDO (Collateralized Debt
Obligation) Fund named Indian Corporate Collateralized Debt

Obligation Fund (ICCDO Fund).

2002: “E Lobby”, a self service banking centre inaugurated in Pune.
It was the first of its kind in India.

2002: ICICI Bank launched Private Banking. 2002: 1100-seat Call Centre set up in Hyderabad 2002:
ICICI Bank Home Shoppe, the first-ever permanent

aggregation and display of housing projects in the county, launched in Pune,

2002: ATM-on-Wheels, India’s first mobile ATM, launched in
Mumbai.

2003: The first Integrated Currency Management Centre launched in
Pune.

2003: ICICI Bank announced the setting up of its first ever offshore
branch in Singapore.

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2003: The first offshore banking unit (OBU) at Seepz Special
Economic Zone, Mumbai, launched.

2003: ICICI Bank’s representative office inaugurated in Dubai. 2003: Representative office set up in China. : ICICI Bank’s UK
subsidiary launched

2003: India’s first ever "Visa Mini Credit Card", a 43% smaller
credit card in dimensions launched.

2003: Temasek Holdings acquired 5.2% stake in ICICI Bank. 2003: ICICI Bank became the market leader in retail credit in India. 2003: ICICI bank subsidiary set up in Canada. 2004: Max Money, a home loan product that offers the dual benefit
of higher eligibility and affordability to a customer introduced.

2004: Mobile Banking Service in India Launched in association with
Reliance Infocomm.

2004: India’s first multi-branded credit card with HPCL and Airtel
launched.

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2007: Launched Bank@home services for all Savings and Current
Account customers residing in India.

2007: In a first of its kind, nation wide initiative to attract bright
graduate students to pursue a career in banking, ICICI Bank launched the “Probationary Officer Programme”.

2008: ICICI Bank enters US, launches its first branch in New York 2008:
ICICI Bank enters Germany, opens its first branch in

Frankfurt

2008: ICICI Bank launched I Mobile, a breakthrough innovation in
banking where practically all internet banking transactions can now be simply done on mobile phones.

2008: ICICI Bank concluded India's largest ever securitization
transaction of a pool of retail loan assets aggregating to Rs. 48.96 billion (equivalent of USD 1.21 billion) in a multi-tranche issue backed by four different asset categories. It is also the largest deal in Asia (ex-Japan) in 2008 till date and the second largest deal in Asia (ex-Japan & Australia) since the beginning of 2009

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PRESENT STATUS OF THE ORGANIZATION

Technology

Our technology driven banking system ensures a wide reach, instant online transactions and faster dealings. •

Product range

Our products spectrum includes easy loans, phone banking, doorstep banking, etc. We also have products targeted at specific groups. The zero balance roaming It offers current accounts caters specifically and to

entrepreneurs.

remittance,

export,

import

advisory

services. Besides, being a “zero balance” account it enables our customers to utilize their financial resources more effectively. •

Size & Network

We have a wide customer base. Our ‘Click and Brick' distribution network includes branches, ATMs, internet banking, phone banking and mobile banking.

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Customer relationship. We believe in establishing a personal
relation with our customers so that we can understand their needs better and provide effective customized service We have in received several of focus prestigious our national in and international customer

awards service,

recognition technology

innovation human

banking,

and

resource

practices.

These include: 1. T r i p l e A A A B e s t C a s h M a n a g e m e n t C o u n t r y A w a r d

in India – 2005 The Asset 2. B e s t B a n k i n I n d i a - 2 0 0 4 E u r o m o n e y 3. T r a v e l and Tourism India 's Most

Customer

4. 5. 6. 7.

Friendly Bank - 2004 Outlook Money Best Bank 2004 Business India Best domestic commercial bank Asian money Best emerging bank in India Global Finance Best multi - channel strategy 2003 The
Magazine UK

Banker

8. B a n k o f t h e Y e a r 2 0 0 3 , i n I n d i a T h e B a n k e r M a g a z i n e

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PRODUCTS OF ICICI BANK LIMITED:

M ARK ETI NG STRA TEG I ES
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ICICI Bank uses the concept of Universal Banking. Universal Banking Concept
In universal banking, large banks operate extensively in networks of branches, provide many different services, hold several claims on firms (including equity and debt), and participate directly in the corporate governance of firms that rely on the banks for funding or as insurance underwriters. It means the ability to offer i.e. sell and underwrite all the types of products and services to any set of clients, either through a single or through a group of companies. The practice of Universal Banking varies across several countries. India faces a very high regulatory burden although now a conglomerate structure of the universal banking has already been permitted .Many international players like ABN-AMRO, Citigroup, HSBC, Deutsche Bank, JP Morgan Chase, Lehman Brothers have realized the benefits of Universal Banking. The ICICI Bank has also joined these

international players. The ICICI Bank functions as a universal bank through itself and its associate companies in the areas of corporate finance, commercial banking, personal banking, investment banking, asset management, investor services and insurance. The Universal Banking provides competitive advantage in the current scenario

through large product suite, diversified resource base, Economies of scale and scope, Optimization of human and financial capital.

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In a span of just four years, the ICICI Bank has emerged as a consumer banking behemoth. With a retail book of over Rs 56,000 crores (Rs 560 billion) and a market share that is the envy of competition -- it has a share of over 30 per cent – The ICICI Bank today has reached a commanding position. The bank boasts of the widest integrated technology platform in the country and only a fourth of its business takes place at its branches and subsidiaries. Its legacy of non-performing assets (NPAs) -- for which it has been rated below its peers earlier-- is now almost history with net NPLs (non-performing loans) down to 2 per cent. Armed with a much stronger balance sheet, the ICICI Bank is

aggressively foraying into overseas markets and also has an eye on the rural India. Rural India is an opportunity, somewhat premature, but in the next 12-18 months the bank’s strategy will be seen there. Bank is looking at new agri lending as something that is directed; it's a viable business proposition, but it has to be driven very carefully. The bank can't have branches there because that is not workable in terms of costs.

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The solution to this problem is to partner with the micro-credit institutions, corporate providing inputs or buying products from the farmer and self-help groups.

Major Steps Taken:
In 2001 ICICI acquired the Bank of Madura (est. In 1943). The Bank of Madura was a Chettiar bank, and had acquired the Chettinad Mercantile Bank (est. In 1933) and the Illanji Bank (est. in 1904) in the 1960s. In 2007 ICICI amalgamated the Sangli Bank, which was

headquartered in Sangli, in Maharashtra State, and which had 158 branches in Maharashtra state and another 31 in Karnataka State. ICICI also received permission from the government of Qatar to open a branch in Doha and from the US Federal Reserve to open a branch in New York city. ICICI Bank Eurasia opened a second branch in St. Petersburg. In 2008 the ICICI Bank launched iMobile, a comprehensive Mobile banking solution. iMobile is considered to be a breakthrough

innovation in the Indian Banking which allows a customer to do all possible transactions through a GPRS-enabled mobile phone easily and conveniently.

Global Market Strategy:
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The global opportunity spectrum is changing dramatically, and in the next three years, the bank’s global business will contribute one-third of the book top line and bottom-line. Today it's about only 10-12 per cent. The NRI (people living abroad) is a great customer and the other is the Indian corporate who is globalising -- either in the trade business or is setting up businesses abroad. Bank’s USP (unique selling proposition) is a unique technology; it can get customers to talk to his constituents online. The NRI is an interesting link because today he has tremendous needs in India; he wants to remit money, purchase a commodity, buy a home, especially the H1 visa guys. This year 10 per cent of the home loans will be lended to NRIs. In the United Kingdom the ICICI bank have a partnership with Lloyds Bank and are present in 30 branches there, promoting joint products, and they get new customers. In the United States the ICICI bank have a tie-up with Wells Fargo and their customers can start a remittance into India from any

channel.

ADVERTISING STRATEGY: Amitabh Bachchan as brand ambassador of ICICI:

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Under the agreement, Mr. Amitabh Bachchan endorsed and promoted all the products and services offered by ICICI and its Group

companies for a period of two years.During his term as the brand ambassador, he played a key role in all major brand and product communication by ICICI. He endorsed the ICICI brand through

corporate and product campaigns on television, print and outdoor medium. Mr. Bachchan also participated in select events such as new product launches, various campaigns, and customer reward

programmes etc.

ShahRukh Khan as global brand ambassador of ICICI:
After Mr. Bachchan the ICICI Bank has decided to resort to the celebrity endorsement route to promote its brand. Almost two-and-ahalf years since superstar Amitabh Bachchan endorsed the ICICI brand, the company has signed up Shah Rukh Khan as its global ambassador. Shah Rukh Khan whose increasing global popularity gives synergy to the growing global presence of ICICI Bank.

Shahrukh Khan is a truly global Indian who embodies the Indian winning spirit in a true sense. The energy and innovation which Shahrukh Khan represents coupled with his popularity both in India and abroad make him the ideal choice for the ICICI Bank,

particularly as the Bank makes its global forays. Within a short span

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of four years, the ICICI Bank has established its presence in 12 countries including UK, Canada, US and the Middle East.

CO M PETI TO RS

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Its nearest competitors in the private banking sector are HDFC Bank and AXIS (UTI) Bank. As compared to ICICI Bank HDFC is frenetically seeking to shrug off the image of being a one-product company (home loans), by using synergies that exist with its bank to foray into various areas like ebroking, mutual that funds, it and insurance. from For the ICICI Bank, it is

imperative

moves

away

high-risk,

low-return

business of project finance. ICICI is still puny when compared to HDFC but the objective is very clear : grow the business, even if it has come at HDFC's cost. Kalpana Morparia, Executive Director, ICICI, maintains that they got into home loans simply because it's one of the safest businesses to be in, given the low default rates. ''Besides, the market is growing and there's space for all those who wants to enter.

HDFC Bank:

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AXIS Bank:
In the case of Axis Bank, retail loans have declined from 30 per cent of the total loan book of Rs 25,800 crores in June 2006 to around 23 per cent of loan book of Rs.41,280 crore (as of June 2007). Even over a longer period, while the overall asset growth for Axis Bank has been quite high and has matched that of the other banks, retail exposures grew at a much slower pace.

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Why ICICI Bank Leads:
ICICI bank envisaged retail banking as a key area of strategic

emphasis for it — with the share of the retail business (both on the funding and asset sides) growing strongly year after year— the share of retail business, particularly retail assets. It appears to be following a business strategy that is quite different from the high-volume and commodity-style approach of AXIS Bank and HDFC Bank. That strategy also has its pluses in terms of the relatively higher margins in some segments of the retail business and the in-built credit risk diversification (and mitigation) achieved

through a widely dispersed retail credit portfolio. ICICI Bank has been able to maintain the quality of its loan portfolio for a decent time period now.

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PRODUCT AND SERVICE PROFILE OF THE ORGANIZATION COMPETITORS. Products & services include:

SAVING ACCOUNT
NORMAL SILVER GOLD TITANIUM

OTHER SERVICE
Tax Payment Insurance Investment

ICICI Bank cross-border strategies and custom-designed solutions our customers receive quick payments and have easy access to

information details. Others also have better control over foreign receivables and experience improved cash flows. ICICI Bank export, import, remittance, inland, advisory and online trade services extend to all industries.

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Also

provide

comprehensive

banking

solutions

for

industries that include
• • • • • • • • Automotive Construction Pharmaceuticals Travel and Tourism Gems and Jewelry Apparel Transport Educational Institutions

Some of the features that give our customers a value-added banking experience include: Technology
The technology driven banking system ensures a wide reach, instant online transactions and faster dealings.

ProductRange
The products spectrum includes easy loans, phone banking, doorstep banking, etc. They also have products targeted at specific groups. The zero balance roaming current accounts caters specifically to

33

entrepreneurs.

It

offers

remittance,

export,

import

and

advisory

services. Besides, being a “zero balance” account it enables the customers to utilize their financial resources more effectively.

Size & Network
ICICI Bnak have a wide customer base. They ‘Click and Brick' distribution network includes branches, ATMs, internet banking,

phone banking and mobile banking.

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PRO DUC T O FFERI NG S
PRODUCT OFFERING
1) DEPOSITS
ICICI Bank offers wide variety of Deposit Products to suit the requirements of the customers. Convenience of networked branches/ ATMs and facility of E-channels like Internet and Mobile Banking.

a) Savings Account :
A Savings Account for everyone with a host of convenient features and banking channels to transact through. So now people can bank at their convenience, without the stress of waiting in queues. ICICI service savings accounts with 8 to 8 banking and ‘out of branch’ banking.

b) Life Plus Senior Citizens Savings Account :
ICICI Bank understand that a Savings Account needs to do more after people reach the age of seniority; the bank understand customers concerns for safety and security. The bank has an ideal Savings Bank Service for those who are 60 years and above. The Senior Citizen

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Services from ICICI Bank has several advantages that are tailored to bring more convenience and enjoyment in their life.

c) Young Stars Savings Account:
It's really important to help children learn the value of finances and money management at an early age. Banking is a serious business, but ICICI make banking a pleasure and at the same time fun.

Children learn how to manage their personal finances.

d) Fixed Deposits :
ICICI provides Safety, Flexibility, Liquidity and Returns in the case of fixed deposits. A combination of unbeatable features of the Fixed Deposit from ICICI Bank.

e) Recurring Deposits:
When expenses are high, people may not have adequate funds to make big investments. An ICICI Bank Recurring Deposit lets the customers invest small amounts of money every month that ends up with a large saving on maturity. So the customers enjoy twin

advantages- affordability and higher earnings.

f) Easy Receive Savings Account :
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Easy receive account is a unique savings account that caters to domestic banking needs, while offering additional benefits for

remittances received in the account from abroad.

2) CARDS
ICICI Bank offers a variety of cards to suit different transactional needs of its customers. ts range includes Credit Cards, Debit Cards and Prepaid cards. These cards offer customers convenience for their financial transactions like cash withdrawal, shopping and travel. These cards are widely accepted both in India and abroad.

a)Credit Cards:
Credit Cards give customers a smart way to shop, and offer them flexibility and convenience in managing their finances. ICICI Bank credit cards provide a host of exciting offers and benefits to the customers such as low interest rates, rewards programs, and a high credit and cash limit. The bank offer different types of credit cards to suit the different needs and requirements for added features

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b) Travel Cards:The traveller’s card is the Hassle Free way to
Travel the world. Customers travelling with US Dollar, Euro, Pound Sterling or Swiss Francs; Looking for security and convenience; can opt for ICICI Bank Travel Card. It is issued in duplicate. It offers Pin based security and has the convenience of usage of Credit or Debit card.

CURRENT ACCOUNT Roaming Current Account
With the Roaming Current Account (RCA), customers can enjoy the convenience of Anytime Anywhere banking. They can operate their RCA from any ICICI Bank branch in any city. RCA offers a wide range of variants that include: • Standard • Classic • Premium • Gold • Gold Plus • Platinum

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These variants are based on committed Quarterly Average Balance with differential charges applicable to each variant. Customers can choose the variant most suitable for their businessrequirements.

They even have the flexibility of changing their current account variant every quarter based on their changing business needs. It also offers the facilities of International Business Banking Debit Card, Internet Banking, Phone Banking, Email Banking & Mobile Banking.

Accounts for businesses, big and small
The business needs and requirements are unique. This is why

customer’s account should be unique too. ICICI Bank offers people a range of RCAs to meet varying banking requirements.

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Anywhere cheque, national reaches
Issue a cheque from customer’s place of business. The suppliers can encash it at over 249 centres all over India. When the cheque is `local' everywhere, the business goes national!

Bank anytime anywhere
Customer’s always had one bank branch. Now every ICICI Bank branch becomes people’s branch. Every branch manager is the

personal manager. People can get personal attention wherever their business takes them.

Better cash flows
ICICI ask the customer’s to deposit the cheques at the nearest ICICI Bank Branch, and they will see to it that the cheque reflects in customer’s account fast. The bank helps customer’s money work harder for them.

Banking on call
Banking has never been so convenient before. Now customers can use the phone to make Balance Enquiries, Request for a Cheque Book, Stop Payment and more.

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Corporate Internet Banking
Customers can do all the banking they want without getting up from their chair. With ICICI Bank's Internet Banking customers can access their account from wherever they are, by logging in to their account at www.icicibank.com. The customers can check their balance, pay their bills, transfer funds or even pay their taxes sitting at their desk.

Card Power
For customer’s convenience, ICICI Bank's RCA comes with a

powerful Debit/ATM card that allows the customers to deposit and withdraw cash at over 2000 ICICI Bank ATMs, plus over 10,000 VISA ATMs. The customers can also check their balance, view mini account statement, and transacts at various 90,000 merchant

establishments across the country.

Mobile Banking
Now the entire customer’s need to keep in touch with their account through their mobile. Sign up for alerts on daily balance, cheque clearing alerts or bounced cheque alerts!

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Card-to-Card Transfer
Transfer funds for free from the customer’s existing ICICI Bank account to any Visa Card (debit or credit) in India. They can even pay their Visa credit card bill through this facility available on www.icicibank.com

Free daily email statement
Customers can get a daily email detailing your their ICICI Bank current account transactions and balance. Sub scribal to this service is free.

Business Loans Money, just when customer needs it
As a growing entrepreneur, ICICI know how valuable time is for people. People are constantly thinking of growth and managing their business. At ICICI Bank, they think of the same when it comes to customer’s business. ICICI’s Smart Business Loan is the easy access to money. Customers can get up to Rs. 25 lacks as an Overdraft or a Business Instalment Loan with no collaterals and faster turnaround time.

42

Overdraft

Easy Access Money

• Working capital as Overdraft facility • Validity of 12 months • Interest to be levied on the amount utilized • Enjoy the flexibility to pay a minimum amount every month • Interest Rate (IBAR + Cash Credit Premia + 2.75% ) • Processing Fees of 2.5%

Business Instalment Loan Seize growth opportunities
• Credit facility in the form of Term Loan / Business Instalment Loan • Payment in the form of equated monthly instalments • Repayment tenure of 12-36 months • Plan and control your cash flows-• Interest Rate (IBAR + Term Premia + 3.5%)* • Processing Fees of 2.5%

43

Advantages
• Faster loan sanctions with minimum documentation • One stop solution with a bouquet of products • Attractive rate of interest • Query resolution at local branches

Other benefits
• Facility to deposit cash in the current account** • Online repayment facility** • Availability of local cheques • Flexibility to open accounts at local branches

Eligibility

• Income Tax Payee • Good business track record • Comfortable business vintage

44

SAVING ACCOUNT
An ICICI Bank Savings Account offers you a valuable banking experience.

• • • • • • •

Debit-cum-ATM Card Money Multiplier Facility Internet Banking Customer Care Mobile Banking Standing Instructions Nomination facility DD Call and Collect

45

Minimum Balance*

Type of Balance Account
Rs 10,000 in metro and urban locations Savings Account Rs.5,000 in semi-urban and rural locations

Debit-cum-ATM Card
With an ICICI Bank Savings Account you will get a debit card that you can use to withdraw cash from any ATM. Charges are applicable if you use a non-ICICI Bank ATM. You may also use your debit card to directly make purchases through a Visa POS (Point of Sale) machine available at most stores! This will help you access your high interest account from anywhere.

Money Multiplier Facility
Allow to take care of your idle money by moving it into

46

High interest savings account earning. Internet Banking
Banking could not have been more convenient. Just log in with your user ID and password and make banking a hasslefree routine. For details, or for the list of transactions that you can do online, If you have forgotten your Internet

Banking password or user ID and wish to access your high interest savings account, Customer Care
Our 24-hour Customer Care is always available to answer any query or take your instructions.

Mobile Banking
Transferring funds or getting to know your balance is as easy as sending an SMS.

StandingInstructions ICICI Bank accepts and supports
Standing Instructions. You don’t have to worry about the chore of carrying out a routine transaction. Just set up a Standing Instruction and leave it to us to manage.

47

Nomination Facility
You may nominate a person as beneficiary to your account proceeds.

DD Call and Collect
Don’t waste even a minute in a queue to collect a Demand Draft or Pay Order. On the way to the branch, just call Customer Care, provide details of the DD to be prepared and collect it ready and signed at the branch!

Specials in Savings Account
• • • • • • • • • • Comprehensive Banking Solutions with added features Supplementary Savings Ideal for tax-exempt entities Anywhere Banking Inward Remittance Free personalized cheque book Free business banking debit card Free unlimited fund transfers Free Internet/Phone/Mobile banking

48

Corporate Internet Banking
Corporate Internet Banking keeps you in complete control of your account. You can even save up to 80% of your branch costs on key transactions. You can bank anytime, anywhere, and have total

knowledge of account details all the time. So you are able to use your funds to the fullest and maximise your cash flows. Plus, you and your accounts department save a lot of valuable time. Just login and view and download account statements, transfer funds, carry out bulk /salary payments and more. All the while, you can rest assured that our high-level 128-bit data encryption ensures high security banking.

Key features include: Anytime access to account details
Wherever you are in the world just login and view your mini/detailed account statement. You can also download them as Excel/Text files and even integrate them with your MIS.

Email statements in your inbox.

49

Sign up to receive account statements in your inbox daily, weekly or monthly as per your requirements.

Online funds transfer
No more writing and signing cheques or visiting the bank branch. No more delay in remitting money. Online funds transfers are instant and help you maintain good trade relationships. You can make linked account and inter-bank funds transfers.

Bulk upload through SEFT/EFT
Do bulk salary uploads, make vendor payments and collect from dealers using Special Electronic Funds Transfer (SEFT) and

Electronic Funds Transfer (EFT). Cut out the hassles of writing individual cheques and receipts and benefit from drastically reduced cheque clearance time. SEFT credits funds the same day while EFT takes three working days.

Online bill payment
Pay all your utility and credit card bills online.

Online requests--from cheques to LC Applications.

50

Everything from cheque books to LCs is yours for the asking. Login and request for a Letter of Credit or cheque book, open a fixed deposit or quantum optima account, or stop cheque payment.

Phone Banking
You need to know what's happening in your account all the time. Keep track of, and control, your account from miles away, with just a phone call. ICICI Bank offers Phone banking, a 24/7 automated service with multiple language options. Get account details, check your cheque status, ask for product details and do more. It’s highly convenient and saves time. Key features include:

Anytime access to account details.
Just call and know your account balance or outstanding balance anytime.

Track cheque status.
Now call and know the status of your cheques anytime.

Transaction information for trade services.

51

Stay informed and in control of your transactions anywhere in the world. Track outstanding forward contract, know the status of

inward/outward bills and get more information.

Requests.
Ask for anything from cheque books to email statements. Whenever you want to get a DD, create an FD or link it to another, stop cheque payment, just call

Details of new products and solutions.
Know about new products and services immediately. You can also get details of our entire range of innovative products and services.

Block Debit Cards.
Need to block or unblock ATM/debit cards? Just call.

Mobile Banking
For better cash flows you have to stay in control of your account. ICICI Bank’s Mobile Banking frees you of all the hassles of physical banking and keeps you updated through your mobile. Know your

52

account balance, get alerts and reminders at the right moment and more.

SMS alerts
You don’t have to call or ask for your account details. Know the moment your account is credited or debited. Receive SMS alerts and stay informed. Get alerts for:End-of-day account

balance.Debit/credit above certain limit.Insufficient funds to honor a cheque.

Request
Wherever you are in the world you just call and ask for specific information about your account. Request for:Cheque status.Last 5 transactions.Account balance.Stop inward/outward cheque.

E-Mail Statemants
With so many transactions happening in your account you need to keep track of it constantly. Now, you don’t have to do a thing to get your account statement. Every day you and your accountant can

53

receive your account statement by email. You can ask for account statements on a daily, weekly or monthly basis. What’s more,

Anywhere Deposit and Withdrawal
At ICICI Bank, you’re not tied down to one branch. Every branch is your branch. You can deposit or withdraw from any of the branches. Get personal attention wherever your business takes you. Wherever you are, with over 600 branches all over India ICICI Bank is always close at hand. Key features include:

Upcountry cheque collection.
Stay connected to your customers in any part of the country. Ask your customers to deposit their cheques at their nearest ICICI Bank and ensure quick remittance and faster cash flows.

At par cheques
Issue a ‘local’ cheque from anywhere. With ICICI Bank’s at par cheques, payments clear faster and your vendors remain happy.

Deposit or withdraw anywhere

54

Deposit cheques at and withdraw cash from any of the over 600 branches of ICICI Bank. You can do the same at any ICICI

Bank ATM.

Electronic Funds Transfer
With your business on the rise you have to get more from your accounts team. and Simplify reduce bulk pay outs with or ICICI payments, Bank's optimise Electronic

performance

workload

Funds Transfer (EFT) and Special Electronic Funds Transfer (SEFT). Transfer funds from one location to another in no time. No more making, signing and dispatching cheques. Benefit from quick and easy bulk salary uploads, vendor payments, etc.Key features include:

FIXED DEPOSITE
• • • • • •

Wide range of tenures Choice of investment plans Partial withdrawal permitted Safe custody of fixed deposit receipts Auto renewal possible Loan facility available

Features

55

customer can deposit any amount of money in long as you wish between 15 days to 10 years.

Fixed Deposit for as

All fixed deposits come with a set choice of investment plans. Fixed Rate Deposit accounts also provide Fixed Loans. Re-investment Fixed Deposit rates do not change but work like a Recurring Debit Account transaction. In other words, Re-investment Plans are

compounded over traditional deposits and hence are more lucrative over different time periods.

Benefits
Fixed Deposits at ICICI Bank comes with nomination facility. offer online access to Fixed Deposits through Internet Banking channel. Internet Banking at ICICI Bank allows to connect and Fixed Deposit with savings account. In re-investment deposits, the interest is compounded quarterly and reinvested with the principal. Credit Card, Loan

56

RESE AR CH
Objective of research:
All research aim at finding answer to questions by applying certain scientific procedures. Research investigates the truth, which is

hidden and tries to final solution to existing problem, which have not been discovered yet. Different purposes depending on nature and type of research. Generally we have following categories of

objectives of research: 1.Become familiar with an existing phenomenon or achieve new insight into existing phenomenon. Such studies are termed as

“exploratory or formulative research studies”. 2. To accurately determine the real features or characteristics of individuals, situations or groups. Such studies are termed as “descriptive studies”.

57

3. To

ascertain

the

frequency

of

occurrence

of

something

or

ascertain association of something with something else. Such studies are known as “diagnostic research study”. 4. To test a hypothesis of a casual relationship between variables. Such studies are known as “hypothesis testing research

studies”.

RESEARCH DESIGN AND METHODOLOGY
1) Qualitative Customer Research 2) Quantitative Research

1) Qualitative Customer Research
The need to talk with customers to uncover issues salient to them has become increasingly obvious over the past several years. What has not become obvious, however, are the techniques needed to uncover such issues accurately and in-depth. CFI Group’s system utilizes qualitative one-on-one customer interviews specifically designed to cover both issues identified as relevant by management personnel and to allow customers to voice their opinions, concerns and desires which might otherwise be left unknown to management.While

management would likely be able to predict a large percentage of the components and issues salient to customer satisfaction, there is still a reasonable amount of information to be gained from customers 58

which would go unsaid if customer interview structures were too rigid.

♦ One-on-one interviews.

While focus groups can be useful in certain cases, typically what happens in such settings is that one or two strong voices emerge only to be followed by the rest of the group. The resulting information is highly biased and skewed toward the more vocal customers in the group. Although interviewers often try to avoid such biases by

requiring focus group attendees to talk “in turn”, they may still miss subtle (and not-so subtle) pressures which come from group

meetings. Valuable information may be lost in such settings where the interview is highly structured.

Open ended, semi-structured interview approach. This
allows us to ask customers about issues mentioned in

approach

secondary research and management interviews, while still leaving the opportunity for each customer to discuss “top-of-mind” issues

59

during

the

course

of

the

interview,

thereby

identifying

salient

factors which might otherwise go undetected.

2) Quantitative Research
Ultimately, the power and precision of the hypothetical model is proven in the quantitative phase of CFI Group’s system.

Understanding our methodology requires an understanding of three distinct points: i. ii. iii. Estimating Importance, Utility, and Impact ii. Estimating Derived Importance iii. Causal Models: comparing covariance structure analysis

(e.g., LISREL) and partial least squares (e.g., World’s PLS system), objective the is two to major identify the approaches those greatest to causal models. Our

quality returns,

dimensions as

whose in

improvement

offers

measured

customer satisfaction, retention rate (and potentially related measures of individual behavior, such as spending level) and corporate financial on a performance. quality will or That is, if the by level a of

performance amount, customer evaluating how

attribute

improves (and,

given

much

satisfaction

subsequently improve? criterion In is

retention a

financial the

performance) most important

methodology,

whether a method can quantify the return-on-quality.

60

OBJECTIVE OF RESEARCH:
There were basically two objectives of the Market Research that was conducted among the valuable customers of ICICI Bank. These two objectives were: 1) To know about the customers perception about CASA &FD; This was done to find out that what the customers think about various kinds of products.

2) To find out the knowledge of customers about the various product offerings of ICICI Bank.

This was done to find out that how much knowledge do the customers have about the various products of the ICICI Bank.

RESEARCH WORK
In the survey work the method of Questionnaire is being used. The questionnaires are then studied properly to find out about the various valuable customers of ICICI bank & their knowledge about the product offerings of ICICI bank.

Field Work

61

I conducted a survey for eight weeks among various valuable customers. The survey was about market segment of CASA & FD. I made the customers aware of various products & schemes of ICICI Bank. I gave them information about the FD and the market risks present in today’s scenario. Many customers are convinced about investing their money in ICICI deposits schemes. From the survey ICICI bank gained the knowledge about their

various customers & that there is lack of knowledge among some customers. Through this survey the customers came to know about the schemes & policies of ICICI bank and also various product offerings of ICICI bank.

Step by step procedure of the survey: 1) Scheduling appointments:
Making telephone calls to all the customers for the appointments. Many a times the customers were busy, Many sometimes of the they told me to

reschedule

appointments.

customers

were

high

profile customers so they were busy all through the week that’s why it was a tough job to take appointments. It proved a challenge for me to get appointments.

2) View of the customers:

62

I interacted with all the customers to know about their views related to the savings & deposits. I asked them that what kind of knowledge they possess about products of savings & deposits and how much they know about the various schemes of the ICICI bank. I came to know How they previously invested their money in different schemes & what kind of profit they gained earlier.

Controversy
ICICI Bank has been in focus in recent years because of alleged harassment of customers by its recovery agents. Listed below are some of the related news links:

• • • •

• •

ICICI Bank was fined Rs. 55 lakh for hiring goons (known coloquially as "goondas") to recover a loan. Recovery agents had ,allegedly, forcibly dragged out a youth (who was not even the borrower) from the car, beaten him up with iron rods and left him bleeding as they drove away with the vehicle. "We hold ICICI Bank guilty of the grossest kind of deficiency in service and unfair trade practice for breach of terms of contract of hirepurchase/loan agreement by seizing the vehicle illegally,""No civilised society governed by the rule of law can brook such kind of conduct" said Justice Kaleem, who was born in Laddhawala, Muzaffarnagar is the president of the consumer commission. Four ICICI loan employees arrested on theft charges in Punjab ICICI Bank told to pay Rs. 1 lakh as compensation for using unlawful recovery methods. RBI warns ICICI Bank for coercive methods to recover loans ICICI Bank drives customer to suicide - Four men including an employee of ICICI Bank booked under sections 452, 306, 506 (II) and 34 of IPC for abetting suicide. According to the suicide note they advised him, "If you cannot repay the bank loan, sell off your wife, your kids, yourself, sell everything at your home. Even then if you cannot not pay back the due amount, then it's better if you commit suicide." India biggest private bank has compensated the life by money ICICI Bank on huge car recovery scam in Goa - ICICI Bank invest in car-jackers to recover loans in Goa. A half an hour investigative report on CNN-IBN's 30 Minutes. The under cover report was executed by CNN-IBN's Special Investigations Team from Mumbai, led by Ruksh Chatterji Family of Y. Yadaiah alleged that he was beaten to death by ICICI Bank’s recovery agents, for failing to pay the dues. Four persons were arrested in this case. A father while talking to Times of India, alleged that "ICICI Bank recovery agents visited his house and threatened his family. And his son Nikhil consumed poison because of the tension".

63

• • •

• • •

Oppressed by ICICI Bank's loan recovery agents, Shakuntala Joshi (38), committed suicide by hanging. The suicide note stated that she was upset with the ill-treatment meted out by ICICI Bank's recovery agents and had thus decided to end her life. In another case of a suicide it is alleged that ‘goondas’ sent by ICICI Bank abused Himanshu and his wife in front of the entire residential colony before taking away his vehicle. Feeling frustrated and insulted, he reportedly committed suicide. C.L.N Murthy, a scientist with the Hyderabad-based Indian Institute of Chemical Technology, was allegedly tortured by recovery agents of ICICI Bank after he defaulted on his loan.“They humiliated me no end. They ripped my shirt, shaved my moustache, cut my hair and gave electric shocks on my chest and even spat on my face" adds Murthy. A dozen recovery agents of ICICI Bank, riding on bikes, allegedly forced a prominent lawyer, Someshwari Prasad, to stop his car. They held Prasad at gunpoint and also slapped him to force him. A manager of the ICICI Bank branch, Rakesh Mehta, along with four other employees were arrested. In a landmark case, Allahabad High Court had ordered registration of an FIR against ICICI Bank's branch manager, President, Chairman and Managing Director on a complaint of 75-year-old widow Prakash Kaur. She had complained that “goondas” were sent by the bank to harass her and forcibly took away her truck. When the Supreme Court wanted to know about the procedure adopted by the Bank, ICICI Bank counsel said notice would be sent to a defaulter asking him either to pay the instalments or hand over the vehicle purchased on loan, failing which the agents would be asked to seize it. When the Bench pointed out that recovery or seizure could be done only legally, ICICI Bank counsel said, "If we have to go through the legal process it would be difficult to recover the instalments as there are millions of defaulters". Taking strong exception to ICICI Bank's use of 'goondas' against a defaulter, the president of Consumer Disputes Redressal Forum said, "The fact leaves us aghast at the manner of functioning and goondaism in which the bank is involved for a petty amount of Rs 1,889... such attitude is deplorable and sends chills down the spine....The bank had the option to recover dues through legal means. They have no legal right to snatch the vehicle in such a manner which amounts to robbery,". In this case recovery agents pointed a pistol at a defaulter when he tried to resist. ICICI bank argued that they had taken peaceful possession of the vehicle "after due intimation to the complainant as he was irregular in remitting the monthly instalments". But the court found out that the records proved otherwise. Two senior ICICI Bank officials were booked for abducting one Vikas Porwal from his house and keeping him hostage in the Bank's premises. The credit card division of the ICICI Bank allegedly threatened a senior citizen in Chandigarh with a fictitious arrest warrant on account of a default that never was. A Consumer Commission has asked ICICI Bank MD K V Kamath to appear before it in respect a complaint. A borrower on protesting against the forceful dispossession of his car, as seen in the post-incident photographs, was roughed up and sustained injuries. An 18-year-old boy was allegedly kidnapped and detained at the Pune branch of ICICI Bank. There have been several other minor legal cases accusing harassment by ICICI Bank A consumer court imposed a joint penalty of Rs. 25 lakh on ICICI Bank and American Express Bank for making unsolicited calls.

64

ANALYSIS
ANALYSIS OF SURVEY

Sample Size:100 (As per company’s instructions) Q1) How would you like to invest your savings?

65

D IRECTEQUITY REALES TATE MUTUALF UND S GOL D

OBSERVATION: During the survey it was found out that the 42% of the customers are interested in FD as it is a lucrative market these days and 37 %

in Mutual Funds. Only few of the customers were interested in Real estate, Direct Equity and Gold investments.

Q2) Which do you think is more profitable?

66

GOL D F .D. R EALES TATE

OBSERVATION: 69% of the customers think that FD is more profitable as it is the most lucrative market at present.10% think that gold equity is more profitable and 21% feels Real Estate as more profitable.

Q3) which investment style do you prefer most?

67

During the survey it was found that 79% of the customers prefer Growth kind of investment style and 19% of the customers prefer Value kind of investment style. Only 2% of the customers prefer others.

Q4) What time horizons are you looking to do investment?
68

1Y EAR 1-3Y EAR 3-5Y EAR >5Y EAR

OBSERVATION: Most of the people (82%) want to invest their money for a period of 3-5 years. 11% of the people want to invest for 1-3 years. Only 5% customers want to invest their money for more than 5 years. 2% customers want to invest for 1 year.

Q5). Are you aware of our investment plans?

69

No. of Respondents Yes No Total 67 33 100

70 60 50 40 30 20 10 0 YE S NO

OBSERVATION: During my field work 30% samples said no they were not aware of the product whereas 70% of samples said yes.

Q6.) Which type of investment plans would you like to avail in the bank? No. of Respondents

70

a. S a v i n g s A c c o u n t b. Y o u n g S t a r s S a v i n g s A / c c. F i x e d D e p o s i t s d. R e c u r r i n g D e p o s i t s e. C r e d i t C a r d s
No. of Respondants 30 25 20 15 10 5 0 saving young F.D, recurring credit a/c stars a/c card 16 14 26 22 12

16 26

14
22 12

OBSERVATION: During my field work 16% people saving a/c,26%youngester prefer stsrs a/c,14% f.d a/c,22%recuring and 12%people like &prefer credit card .

Q7). If you select F.D.,then for how much period you will fix it ? No. of Respondents
71

a. b. c. d.

0-3 years 3-6 years 6-10 years Above 10 years

18 35 27 10

No. of Respondants

11%

20%

30% 39%

0-3 years

3-6 years

6-10 years

Above 10 years

39% of samples used it for 3-6 years while 30% people used it 6-10 years .

72

Q8). What is the deterrent of not investing in banks? No. of Respondents
a. b. c. d.

Ignorance about the product Low interest rates Availability of other plans All of the above

21 09 18 52

No. of Respondents

21% 52% 18% 9%

Ignorance abt pdt

low int rate

OBSERVATION: • I observed that in during the project more than half of respondents which amounts to 58% were interested in all of the above factors.

73

Q9)..How do see the chances of investment in our product? No. of Respondents
a. High b. Moderate c. Low

43 31 16

No. of Respondents

18% 48% 34%
High Moderate Low

OBSERVATION:  I found in during my training 48% preferred High whereas 34% samples preferred moderate while low sample were very low.  As I observed that max people are of below 30 they have willingness to achieve high growth for fulfill their dreams

Q10). Are you satisfied with the Private Banking facility offered by ICICI bank?

74

No. of Respondents a. Yes b. No 72 28

No of Respondents
yes No

28%

72%

OBSERVATION:

I observed that in during the project of respondents which 72% were satisfied with the Private Banking facility offered by ICICI bank

75

Q11). Are you satisfied with the Investment made in ICICI bank?

a. Yes b. No

No. of Respondents 41 59

OBSERVATION

I found in during my training 41% satisfied with the investment in ICICI bank

Q12). Are you satisfied with the various loans offered by ICICI bank?
76

No of Respondents a. Yes b. No 63 37

OBSERVATION

During my field work 63% people are satisfied with the various loans offered by ICICI bank. .

Q13). Are you satisfied with the various deposits schemes offered by ICICI bank? No of Respondents

77

a. b.

Yes No

53 47

OBSERVATION • I observed that in during the project more than half of respondents which 53% were satisfied with the various deposits offered by ICICI bank

Q14).Are you satisfied with the Mobile Banking facility provided by ICICI bank? No of Respondents
78

a. Yes b. No

74 26

OBSERVATION

74% people are satisfied with the mobile Banking facility provided by ICICI bank

Q15). Are you satisfied with the Internet Banking facility provided by ICICI bank? No of Respondents

79

a. Y e s b.

67 33

No

OBSERVATION

I observed that 67% people are satisfied with internet banking.

RESU LTS
Challenge:

80

Basic challenge of ICICI is the business growth by addressing the more lucrative and growing segment of middle-class consumers and emerging corporate.

Main challenge faced by the company is retention of clients as well as increasing its number of clients. The major objective of the survey was to increase the awareness among customers about the products of ICICI Bank and about the recent policies and schemes of ICICI bank. Possible Solution:
Strategic adoption of technology to ensure that ICICI transforms into a universal bank, which will provide fast and efficient customer service besides offering the whole gamut of banking and financial services. The retention of clients can be and done with better of relationship clients. By

building,

proper

interaction

proper

care

understanding the basic needs of the customers & by analysing then financial situation of the customers the clients can be easily

retained. The approach of the company should not be product centric. It should primarily focus on clients and their needs. The appetite of the customers should be calculated properly. risk The

81

company should understand that when and under what circumstances the clients need money. The company should target on fulfilling the short as well as long term goals. The company should review the portfolio of clients time to time. By proper monitoring and rebalancing the portfolio at regular intervals the clients should be retained without any problem.

Conc l us i on & Re c om m e ndati on :
Following segmentation approach have been of immense advantage but as we did not have data for other segments of people barring Saving for and Accounts, a lot of time and effort was lost in arranging collection of data. Prior collection of databases and

working on them would have been more beneficial. 1.All possible tools and techniques were found to be responsive. But as the same time targeting individuals understanding their requirements and then approaching him for getting converted as the financial advisor was challenging.

2.As it has been already stated the limitation of the entire project was mainly the fee structure therefore it can be concluded that reduction or completed withdrawal of the fees would give a boost to the whole concept of recruitment. 3. Spreading awareness about the agency business would increase the number of walk in by prospective advisors. This will

82

further

improve

the

conversion

rate

of

recruitment

of

the

company. 1. Rdeduce the paper work and time on opening of new account 2. Reduce the maintenance charge and hidden cost. 3. Presence of semi-urban and rural area introduce the customer awareness programme. 4. Motivate to customer by attracvtive offer of intrest. 5. Devlope the micro finance. 6. Increase the credit of limit.

BIBLIOGRAPHY
1) Toor, N.S(2005). Handbook of Banking Information 2) David Aaker, Kumar, George Day. Market Research(2001), John Willey & Sons.

83

3) Philip Kotler. Marketing Management(2002), Prentise Hall Inc, A pearson Education Company. 4) Product Offering Brochures, ICICI Bank

5) Research Methodology (Kothari C.R.) WEBLIOGRAPHY
5) ICICI Bank website: www.icicibank.com 6) Amfi India website: www.amfiindia.com 7) Google website: www.google.com

QUESTIONNAIRE:

84

Name: Gender: Age: Male Below30 31-45 Female 46-60 Above60

Email-id: Contact No: Address:
Q1) How would you like to invest your savings? a) F.D. c) Real Estate b) Direct Equity e) Gold . d) Mutual Funds

Q2) which investment style do you prefer most? a) Growth b) Value c) Others .

sQ3) Which do you think is more profitable? a) F.D. b) Real Estate c) Gold .

Q4) What time horizons are you looking to do investment? a) 1Year b) 1-3 Years d)5 Years .

c) 3-5 Years

85

Q5). Are you aware of our investment plans? No. of Respondents Yes No Total 67 33 100

Q6). Which type of investment plans would you like to avail in the bank? No. of Respondents Savings Account Young Stars Savings A/c Fixed Deposits Recurring Deposits Credit Cards 16 26 14 22 12

Q7). If you select F.D.,then for how much period you will fix it ? No. of Respondents e. 0-3 years f. 3-6 years g. 6-10 years 18 35 27 10 No. of Respondents Ignorance about the product Low interest rates Availability of other plans All of the above 09 18 52 No. of Respondents High Moderate Low 31 16 43 21

h. Above 10 years
Q8).What is the deterrent of not investing in banks?

Q9). How do see the chances of investment in our product?

86

sQ10). Are you satisfied with the Private Banking facility offered by ICICI bank? (a) Yes (b) NO Q11). Are you satisfied with the Investment in ICICI bank? (a)yes (b) No Q12). Are you satisfied with the various loans offered by ICICI bank? (a) Yes (b) No Q13). Are you satisfied with the various deposits offered by ICICI bank? (a) yes (b) No (b) Q14).Are you satisfied with the Mobile Banking facility provided by ICICI bank? (a)yes (b)No Q15). Are you satisfied with the Internet Banking facility provided by ICICI bank? (a)yes (b)No

Q16), Are you satisfied from the facilities provided with branches of ICICI bank? (a)yes (b)No Q17). Are you satisfied with the ATM facility provided by ICICI bank? (a)yes (b)No Q18). Are you satisfied with the Phone Banking facility provided by ICICI bank? (a)yes (b)No Q19). Are you satisfied with the Bank @ Home facility provided by ICICI bank? (a)yes (b)No Q20). Overall Customers satisfaction towards various services provided by ICICI Bank. (a)yes (b)No Q21). Are you satisfied with the various cards of ICICI bank? (a)yes (b)No Q22). Are you satisfied with the Anywhere Banking facility provided by ICICI bank? (a)yes (b)No

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