Study On Segemnation and Penertration in Managed and Other Customer in HDFC Bank

A Summer Training Project Report
On
“Study on Segmentation and Penetration In Managed and Other

Customers in HDFC BANK”
Submitted in partial fulfillment of the Requirement for the Award of
Degree of Master of Business Administration
(2020-2022)
Submitted By
SOMYA DUBEY
Prn No- 2028100002
BHARATI VIDYAPEETH DEEMED UNIVERSITY SCHOOL

OF DISTANCE EDUCATION Academic Study Center - BVIMR, New Delhi An ISO 9001:2008 Certified Institute
NAAC Accredited Grade “A” University
1
Student Undertaking Certificate of Originality
I SOMYA DUBEY, a student of MBA 3rd Semester would like to declare that the
project report entitled ”Study on Segmentation and Penetration in Managed and
other customers in HDFC BANK". Submitted to Bharati Vidyapeeth University Pune,
School of Distance Education Pune, and Academic Study Centre BVIMR New Delhi in
partial fulfillment of the requirement for the award of the degree.
It is an original work carried out by me under the guidance of MS. RITU AGARWAL.
All respected guides, faculty member and other sources have been properly
acknowledged and the report contains no plagiarism.
To the best of my knowledge and belief the matter embodied in this project is a
genuine work done by me and it has been neither submitted for assessment to the
University nor to any other University for the fulfillment of the requirement of the
course of study.
Student Name with Signature
SOMYA DUBEY
SOMYA DUBEY
2
Acknowledgement
I deem it a time bound, privilege and function to dedicate this page of mine to
several helping hands for their cooperation & guidance that enabled us to dedicate
time and effort in framing our analysis into a conceivable system.
Our most sincere thanks to the following persons who have given their valuable time
in helping me go about my project.
I wish to thank "Mr. Amarjit R. Deshmukh" the director of BVUSDE for their
constant support.
I wish to thank "Ms. RITU AGARWAL" for her guidance and encouragement, and
the staff of BVIMR.
Above all I wish to thank our parents for their constant and wholehearted support
through the project.
Student Name: SOMYA DUBEY
Course: Master of Business Administration
Student’s Signature: SOMYA
3
TO WHOM IT MAY CONCERN
This is to certify that Ms. SOMYA DUBEY has been working in HDFC BANK, since 11
June 2018 to present date.
During the above mentioned tenure of her work here, she remain indulged with full
determination and sincerity, We found her hard working, active and competent in
executing all the assigned tasks and known to execute her responsibilities, promptly
and perfectly.
We wish her good luck for her future endeavors.
Date: 10-July-2021
Place: Chander Nagar branch,
Ghaziabad
MR. ANURAJ GAUR

(Branch Manager)
4
TABLE OF CONTENT
S. No Particulars Page No. Remarks

5
1 Executive Summary
6-13
2 About Industry
14-25
3 About HDFC
26-27
4 HDFC SWOT ANALYSIS
28
5 Project Objectives
28
6 Limitations
28-29
7 Methodology
30-37
8 Segmentation and Penetration
38-51
9 Customer Profiling
52-57
10 Research Analysis and Interpretation
57-59
11 Conclusion and Recommendation
60
12 Key Learning
61
13 References
62-66
14 Annexure
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EXECUTIVE SUMMARY
In today’s dynamic environment where everybody is moving towards digitalization, the
Retail Branch Banking is stuck between two contradicting objectives – on one hand the bank
wants minimal footfall and more digital footprints in order to work in a digitalized manner.
And on the same hand the customers need to have maximum interaction with the customers
in order to gain interest and hence obtain business.
These two opposite objects require a Relationship Manager to intervene and balance these
two objectives and fulfil the same simultaneously.
This report consists a gist of the tasks performed and learning’s obtained by my tenure at
Panchshila Park Branch. From Existing Market Trends to Trainings to product penetration to
Experience and Expectation Research, the report consists a multi – dimension outlook
towards banking.
Current Market trends of Banking sector present a developing economy which has formulated
strong financial base that is growing gradually. Now, more and more customers are becoming
financially active and are being captured as banking customers.
HDFC Bank has multiple products which makes it possible for the bank to capture maximum
number of customers with different profiles, background, risk and investment capacity.
Product based research and information is also covered in report.
There is a lot of scope of penetration within the existing customer base. There are several
ways to segment the customers and then pitch for penetration accordingly. I have studied
about the penetration of the managed and non – managed customers.
As a banker, there is always a need to understand customers and so, I formulated a
questionnaire to understand the current banking trends, expectation and experience of
customers.
Overall, this report summarizes all round banking experience keeping in mind different
segments of customers that a bank caters to respect the segmentation and penetration in the
same.
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ABOUT BANKING INDUSTRY
Modern banking in India originated in the last decade of 18th century. The first bank of India
was Bank of Hindustan which was established in 1770. The largest bank which is still in
existence is the State Bank of India which was established in 1955. State Bank of India was
first known as The Imperial Bank of India. The three banks which were founded by
Presidency Government were Bank of Bengal, Bank of Bombay and Bank of Madras which
were further named as the State Bank of India. For many years the Presidency Banks had
acted as quasi-central banks until The Reserve Bank of India i.e, India’s Central banking
authority was established in 1935 under The Reserve Bank of India Act, 1934.
In today’s dynamic, banks are inevitable for the development of a country. Bank plays a
pivotal role in enhancing each and every sector. Banks have helped to bring a development
on the world’s horizon. Banks fulfils the role of a financial intermediary. This means that it is
the way of communication with those who have surplus money to those who have deficit
money.
Evolution of Banking in India

The growth of banking in India was divided into 6 phases.
ANCIENT
INDIA
LIBERALISA MEDIEVAL
TION ERA
EVOLUTION
OF
BANAKING
INDUSTRY
NATIONALI COLONIAL
SATION ERA
POST -
INDEPEND
ENCE
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Ancient India
The Vedas are the earliest Indian texts to mention the concept of usury. The Manusmriti
considered usury as an acceptable means of acquiring wealth or leading a livelihood. It also
considered money lending above a certain rate and different ceiling rates for different castes a
grave sin.
In the ancient era the loan was termed as rnapatra, rnapanna or rnalekhya.
During the Mauryan period, an instrument called adesha was in use for the banking. The
banker directs to pay the sum on the note to a third person, which correspondsto the
definition of the modern bill of exchange. The considerable use of these instruments has been
recorded. In large towns, merchants also gave letter of credit to one another.
Medieval Era
The use of loan deeds continued into the Mughal Era and were called dastawez. Two types of
loan deeds have been recorded. The dastawez-e-indultalab was payable on demand and
dastawez – e – miadi was payable after a stipulated time. The use of payment orders by royal
treasuries, called brattes, have been also recorded. There are also records of Indian bankers
using bills of exchange on foreign countries. The evolution of hundies, a type of credit
instrument, also occurred during this period and remain in use.
Colonial Era
During the period of British rule merchants established the Union Bank of Calcutta in 1829.
It was the first private joint stock association, then partnership its proprietors were the owners
of the earlier Commercial Bank and the Calcutta Bank, who by mutual consent created the
Union Bank to replace these two banks. In 1840 it established an agency at Singapore, and
closed the one at Mirzapore that it had opened in the previous year. Also in 1840 the Bank
revealed that it had been the subject of a fraud by the bank’s accountant Union Bank was
incorporated in 1845 but failed in 1848, having been insolvent for some time and having used
new money from depositors to pay its dividends.
Foreign banks too started to appear, particularly in Calcutta, in the 1860s. Grindlays Bank
opened its first branch in Calcutta in 1864. The Comptoir d'Escompte de Paris opened a
branch in Calcutta in 1860, and another in Bombay in 1862; branches followed in Madras and
Pondicherry, then a French possession. HSBC established itself in Bengal in 1869. Calcutta
was the most active trading port in India, mainly due to the trade of the British Empire, and
so became a banking centre.
The period between 1906 and 1911 saw the establishment of banks inspired by the swadeshi
movement. The swadeshi movement inspired local businessmen and political figures to found
banks of and for the Indian community. A number of banks established then have survived to
the present such as Catholic Syrian Bank, The South Indian Bank, Bank of Baroda, Canara
Bank and Central Bank of India.
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The most crucial time for the banking industry was during the First World War (1914 – 1918)
through the end of the Second World War (1939 – 1945), and two years thereafter until the
independence of India were challenging for Indian Banking. the year of the First World War
were turbulent, and it took its toll with banks simply collapsing despite the Indian Economy
gaining indirect boost due to war – related economic activities. At least 94 banks in India
failed between 1913 and 1918 as indicated in the following table:
Post – Independence
At the time independence, the entire Banking sector was under private ownership. The rural
population of the country had to depend on small money lenders for their requirements. To
solve these issues and better development of the economy the Government of India
nationalised the Reserve Bank of India in 1949. In 1955 the Imperial Bank of India was
nationalised and named State Bank of India.
The Government of India initiated measures to play an active role in the economic life of the
nation, and the Industrial Policy Resolution adopted by the government in 1948 envisaged a
mixed economy. This resulted in greater involvement of the state in different segments of the
economy including banking and finance. The major steps to regulate banking included:
• The Reserve Bank of India, India's central banking authority, was established in April
1935, but was nationalized on 1 January 1949 under the terms of the Reserve Bank of
India (Transfer to Public Ownership) Act, 1948 (RBI, 2005b).[20]
• In 1949, the Banking Regulation Act was enacted, which empowered the Reserve
Bank of India (RBI) to regulate, control, and inspect the banks in India.
• The Banking Regulation Act also provided that no new bank or branch of an existing
bank could be opened without a license from the RBI, and no two banks could have
common directors.
Nationalisation in 1969 and 1980

Despite the provisions, control and regulations of the Reserve Bank of India (RBI), banks in
India except the State Bank of India remain owned and operated by private persons. By the
1960s, the Indian banking industry had become an important tool to facilitate the
development of the Indian economy. At the same time, it had emerged as a large employer,
and a debate had ensued about the nationalisation of the banking industry. Indira Gandhi, the
then Prime Minister of India, expressed the intention of the Government of India in the
annual conference of the All India Congress Meeting in a paper entitled Stray thoughts on
Bank Nationalization.
Thereafter, the Government of India issued the Banking Companies Ordinance. 1969 and
nationalised the 14 largest commercial banks with effect from the midnight of 19 July 1969.
These banks contained 85% of the bank deposits in the country. Within two weeks of the
issue of the ordinance, the parliament passed the Banking Companies Bill, and it received
presedential approval on 9 August 1969.
The following banks were nationalised in the first round :

• Allahabad Bank
• Bank of Baroda
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• Bank of India
• Bank of Maharashtra
• Central Bank of India
• Canara Bank
• Dena Bank
• Indian Bank
• Indian Overseas Bank
• Punjab National Bank
• Syndicate Bank
• UCO Bank
• Union Bank
• United Bank of India
After the first round of nationalisation there was a second round for the same. In the
second round of nationalisation 6 more commercial banks were discovered, namely:
• Punjab Sindh Bank

• Vijaya Bank
• Oriental Bank of India
• Corporate Bank
• Andhra Bank
• New Bank of India
Later on, in the year 1993, the government merged New Bank of India with Punjab National
Bank. It was the only merger between nationalised banks and resulted in the reduction of the
number of nationalised banks from 20 to 19. Until the 1990s, the nationalised banks grew at a
pace of around 4%, closer to the average growth rate of the Indian economy.
Liberalisation
The next stage for the Indian banking has been set up, with proposed relaxation of norms for
foreign direct investment. All foreign investors in banks may be given voting rights that
could exceed the present cap of 10% at present. It has gone up to 74% with some restrictions.
The new policy shook the Banking sector in India completely. Bankers, till this time, were
used to the 4–6–4 method (borrow at 4%; lend at 6%; go home at 4) of functioning. The new
wave ushered in a modern outlook and tech-savvy methods of working for traditional banks.
All this led to the retail boom in India. People demanded more from their banks and received
more.
Current Period
As per the reserve Bank of India, India’s banking sector is sufficiently capitalised and well –
regulated. The financial and economic conditions in the country are far superior to any other
country in the world. Credit, market and liquidity risk studies suggest that Indian banks are
generally resilient and have withstood the global downturn well.
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The digital payments system in India has evolved the most among 25 countries with India’s
Immediate Payment Service (IMPS) being the only system at level 5 in the Faster Payments
innovation Index(FPII)
Market Size
The Indian banking system consists of 27 public sector banks, 21 private sector banks, 49
foreign banks, 56 regional rural banks, 1,562 urban cooperative banks and 94,384 rural
cooperative banks. In FY07-18, total lending increased at a CAGR of 10.94 per cent and total
deposits increased at a CAGR of 11.66 per cent. India’s retail credit market is the fourth
largest in the emerging countries. It increased to US$ 281billion on December 2017 from
US$ 181 billion on December 2014.
Achievements of banking
Following are the achievements of the government in the year 2017-18:
• To improve infrastructure in villages, 204,000 Point of Sale (PoS) terminals have

been sanctioned from the Financial Inclusion Fund by National Bank for Agriculture
& Rural Development (NABARD).
• Between December 2016 and March 2017, a major drive was undertaken to boost use
of debit cards, resulting in an increase in the number of Point of Sale (PoS) terminals
by an additional 1.25 million by 2017 end from 1.52 million as on November 30,
2016.
• The number of total bank accounts opened under Pradhan Mantri Jan Dhan Yojana
(PMJDY) reached 333.8 million as on November 28, 2018.
Adoption of Banking Technology

The IT revolution has had a great impact on the Indian Banking System. The use of
computers has led to the introduction of online banking in India. The use of computers in the
banking sector in India has increased to many folds after the economic liberalisation of 1991
as the country's banking sector has been exposed to the world's market. Indian banks were
finding it difficult to compete with the international banks in customer service, without the
use of information technology. The computerization of branches and the automation of
operations to reduce manual effort represent the most significant examples of technology
adoption in India.
Electronic Waves Rule New – Banking: Automated Teller Machine

Automated teller machine has also given significant motivation to the
technology in India’s Baking Sector. ATM’s have become alternate delivery
channels for banks, as they provide customers with the facility to withdraw and
deposit cash without entering bank branches.
The total number of ATM’s installed in India by various banks as of 2018 was 2,38,000.
Using an ATM, customer can access their bank deposit or credit accounts in order to make a
variety of financial transactions most notably cash withdrawals but also check balances, or
credit mobile phones.
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In 2009 – 10 , the number of ATMs in the country increased by 37.6%. Further, the number
of offsite ATMs increased by 44.6%.
The success of ATMs has prompted banks to start deploying more innovative and effective
delivery channels such as:
• Tele – banking
• Internet – Banking
• Mobile Banking
The adoption of electronic payment systems such as the National Electronic Fund Transfer
(NEFT) and Real Time Gross Settlement System (RTGS) has also enhanced efficiency.
Banks have started offering many of their services through the internet and mobile
phones.
Some of the services offered by online banking include :
• Access to account information anytime and from anywhere
• Funds transfer facility
• Payment of mobile and other utility bills
• Online booking of air and railway tickets
These services have reduced the need to go bank branches to make transactions.
Some of the Major Banks in India:

• Axis Bank
• Bank of Baroda
• Bank of India
• Canara Bank
• HDFC Bank
• ICICI Bank
• IDBI Bank
• Kotak Mahindra Bank
• State Bank of India
• Yes Bank
List of Public Sector Banks in India

• Allahabad Bank
• Andhra Bank
• Axis Bank
• Bandhan Bank
• Bank of Baroda
• Bank of India
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• Bank of Maharashtra
• Canara Bank
• Catholic Syrian Bank
• Central Bank of India
• City Union Bank
• Corporation Bank
• DCB Bank
• Dena Bank
• Dhanlaxmi Bank
• Federal Bank
• HDFC Bank
• ICICI Bank
• IDFC Bank
• Indian Bank
• Indian Overseas Bank
• IndusInd Bank
• Jammu & Kashmir Bank
• Karnataka Bank
• Karur Vyvsa Bank
• Kotak Mahindra Bank
• Lakshmi Vilas Bank
• Nainital Bank
• Oriental Bank of commerce
• Punjab and Sind Bank
• RBL Bank
• South Indian Bank
• State Bank of Hyderabad
• State Bank of India
• State Bank of Indore
• State Bank of Mysore
• State Bank of Patiala
• Syndicate Bank
• Tamilnad Mercantile Bank Limited
• Union Bank of India
• Vijaya Bank
• Yes Bank
Small Finance Bank

These banks are the small banks also known as niche banks, with basic banking service,
which include acceptance of deposits and lending. The primary objective is to serve the
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unserved, such as small business units, small and marginal farmers, micro and small
industries and unorganized sectors.
Following are the small finance bank currently operational in India :
• Ujjivan Small Finance Bank
• Jana Small Finance Bank
• Equitas Small Finance Bank
• AU Small Finance Bank
• Capital Small Finance Bank
• Fincare Small Finance Bank
• ESAF Small Finance Bank
• North East Small Finance Bank
• Suryoday Small Finance Bank
• Utkarsh Small Finance Bank
ABOUT HDFC
HDFC Bank Limited (Housing Development Finance Corporation) is an Indian banking and
financial banking services company headquartered in Mumbai, Maharashtra. It has 88253
permanent employees as of 31 March 2018 and it is also recognised in Bahrain, Hong Kong
and Dubai. HDFC Bank is India’s largest private sector lender by assets. It was ranked 69th in
2016 BrandZ top 100 Most valuable Global Brands.
In 1994 HDFC Bank was incorporated. It’s first corporate office and a full service branch at
Sandoz House, Worli were inaugurated by the Union Finance Minister, Manmohan Singh.
HDFC Bank has always aimed to be a World Class Indian Bank with its objectives to be
customer centric and be preferred banking provider for retail as well as wholesale banking.
The bank has low risk appetite and believes in organic consistent growth. Highly compliance
with ethical standards, regulatory compliance, corporate governance and professional
integrity are some of the commitments that the bank holds.
The bank is completely based on the five core values, on which it functions. The same are
mentioned in the chart below.
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Customer
Focus
Operationa Product
CORE
l Excellence Leadership
VALUES
Sustainabilit People
y
The other 5 core values which are mentioned on their logo are :
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The tagline used by the HDFC Bank is “We Understand Your World”, the bank focuses on
customer service which they deliver through multiple channels: Phone Banking, Mobile
Banking, SMS Banking and Net Banking. The bank aims to expand its retail presence for
deposits as well as lending purposes. It aims to be present in all high traffic areas – industrial
and commercial centres.
As of 31st March 2019, the Bank’s distribution network was at 5,103 branches across 2748
cities. The bank also installed 4.30 lacs POS terminals and issued 235.7 lacs debit cards and
85.4 lacs credit card in FY 2017.
HDFC Bank merged with Times Bank in February 2000. This was the first merger of two
private banks in the new generation private banks category. In 2008, Centurion Bank was
acquired by HDFC Bank. HDFC bank Board approved the acquisition of CBoP for 95.1
billion INR in one of the largest mergers in the mergers in the financial sector in India.
HDFC Bank provides a number of products and services including wholesale banking, retail
banking, treasury, auto loans, two wheeler loans, personal loans, loans against property,
consumer durable loan, lifestyle loan and credit cards. Along with this various digital
products are Payzapp and SmartBUY.
HDFC has people who have a vast range of experience in India and Abroad in multiple
segments, which form the Bank’s Board of Directors. Board even consists of senior level
management.
The composition of Board of Directors of the Bank is Governed by the provisions of the
Companies Act, 2013, the Banking Regulation Act,1949, and the listing requirements of the
Indian Stock Exchange where the securities issued by the Bank are listed. The composition of
the Board are as follows:
The composition of the Board of Directors of the Bank is governed by the provisions of the
Companies Act, 2013, the Banking Regulation Act, 1949, and the listing requirements of the
Indian Stock Exchanges where the securities issued by the Bank are listed. The composition
of the Board is as follows:
Sr. No. Name of Director Designation
1 Mr. Atanu Chakraborty Part Time Chairperson and Additional Independent Director*
2 Mr. Malay Patel Independent Director
3 Mr. Umesh Chandra Sarangi Independent Director
4 Mrs. Renu Karnad Non-Executive Director
5 Mr. Srikanth Nadhamuni Non-Executive Director
6 Mr. Sanjiv Sachar Independent Director
7 Mr. Sandeep Parekh Independent Director
8 Mr. MD Ranganath Independent Director
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9 Dr. (Ms). Sunita Maheshwari Additional Independent Director*
10 Mr. Sashidhar Jagdishan Managing Director & Chief Executive Officer
11 Mr. Kaizad Bharucha Executive Director
*Appointed as an Additional Independent Director subject to the approval of the

shareholders of the Bank at its ensuing Annual General Meeting.
The senior management has experience in India and Abroad. They report directly to the
Managing Director. Company believes in employees being there core competitive strength
and therefore is focused on recruiting and retaining the best talent of the industry.
All the branches are connected online which facilitates high speed fund transfers and multi
stage access through branches and ATMs spread PAN India.
The bank has constantly made investments in order to obtain and maintain best technology
possible internationally. In terms of software, the Corporate Banking is performed via
Flexcube and Finware are from i-flex Solutions Limited. These systems are scalable, open
and well web connected.
The company has multiple key strengths, some of them are mentioned below:
Key Strengths
• Coverage of 21 main locations and 62 spoke locations.
• Network of skilled professionals including research analysis, portfolio managers and
product specialists.
• A team of committed Private Banking Relationship Manager helps a client to realize
wealth opportunities through a range of investment options and financial instruments.
• Tailor-made solutions backed by regular inputs from in-house research team and
augmented further by periodic analysis of your investments.
• Quality control at every step. Portfolios are tracked through client relationship files
and concurrent quality checks are done on the sales process and on the advice
provided to the clients.
Engagement in technology and internet are the prioritized key goals of HDFC through which
the bank has made significant progress in the same. In all the businesses, the bank has
managed to take the advantage of its market position, technology and expertise and has
developed a competitive advantage which has helped in building market share for the
company.
HDFC Bank caters to a wide range of banking services covering commercial and investment
banking on the wholesale side transactional/branch banking on the retail side. The bank has
three key business segments.
Key Business Segments

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• Wholesale Banking
Large, blue chip companies are one of the primary targets that the bank has as theses clients
give business in multiple ways. The bank has wide range of products to cross sell to such
corporate giants. Small and mid-sized companies and agriculture based businesses are also in
the target range but at a lesser extent.
Some products that the bank’s provides are:

1. Working capital financing options
2. Cash management
3. Trade services
4. Transactional services
• Treasury
Foreign exchange, derivatives, local currency, money market, debt securities and equity are
the main product areas of the bank. Bank’s treasury team provides risk management
information and advice to corporate. Management of returns and market risk on the
investment portfolio is the task of the treasury team. They need to ensure that 25% of the
deposits are invested in government securities as per the statutory reserve requirements.
• Retail Banking
The objective of the Retail Bank is to provide its target market customers a full range of
financial products and banking services, giving the customer a one-stop window for all
his/her banking requirements. The products are backed by world-class service and delivered
to customers through the growing branch network, as well as through alternative delivery
channels like ATMs, Phone Banking, Net Banking and Mobile Banking.
HDFC Bank handles the entire process not only the investment schemes but also life
insurance policies, forex cards and demat accounts are facilitated in these retail branches.
International debit cards with – VISA , MasterCard and Maestro was brought to India by
HDFC Bank for the very first time. The base of debit as well as credit cards shot up to 25
million in a span of 15 years. Bank not only focuses on individuals, but also focuses on
merchant acquisition by selling debit and credit card POS machines.
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Digital 2.0 vision of HDFC Bank
The bank has always been at the forefront of digital innovation in the industry be it ATMs,
net banking or mobile banking. Now it has embarked on its Digital 2.0 journey. The strategic
objective of Digital 2.0 is to bring about a transformation for both the bank and customer. For
Bank it brings about cost efficiencies through automation and reduction in origination costs
while simultaneously increasing revenue opportunity. It also results in a faster time to market
and optimization of customer’s digital lifecycle.
For the customers this would mean an improved and hyper personal experience besides an
ability to buy bank products from physical/ digital channels alike and also having a
conversation with it.
The key elements of the Digital 2.0 strategy are
• Re – imagined Net and Mobile Banking Experience
• Digital Marketing: Deploying Big Data Analytics and Machine Learning
• Digital Innovation
• API
• Virtual Relationship Manager
Current Financials of HDFC Bank
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Some Awards and Recognitions that HDFC has achieved:
The operations of HDFC Bank began in 1995 with a motive to become the best Indian Bank
that can be compared globally. They even identified that quality and service excellence are
the 2 key factors that can help the company achieve the goal with which they started.
Over years, they have received many awards and recognitions that are the proof that they are
on track for their ultimate goal. These awards and recognitions are both with in India as well
as international.
Some of the important recognitions that the bank has won are:
NABARD Award Best bank in JLG-Bank Linkage programme
in Assam
Business Today - Bank of the year
- Best Digital Banking Initiative awards
NABARD Award Best bank in SHG credit Linkage in Tamil
Nadu
National Payments Excellence Awards HDFC Bank wins NPCI National Payments
2015 Excellence Awards
Business Today Award Best CEO Award – Mr. Aditya Puri
Kerala’s state Forum of Bankers’ Club Best Bank Branch
Award
Finance Asia Award Best Equity Deal in Asia Award
IDC Insights Award 2015 Excellence in Customer Experience
Qual Tech Award HDFC Bank wins Award at 27th QIMPRO
Convention
Lean Sigma Project competition Best Case Study Award
IDRBT Banking Technology Excellence Best Bank Award for Cyber Security Risk
Awards 2014-15 management among large banks
Finance Asia Country Awards 2015 - Best Asian Bank
- Best Domestic Bank – India
Forbes Asia Fab 50 Companies List for the 9th year
AIMA Managing India Awards 2015 - Business Leader of the year
Barron’s - World’s 30 best CEOs – Aditya Puri
Finance Asia poll on Asia’s Best - Best Managed Public Company –
Companies 2015 India’s Best CEO – Aditya Puri
- Best Corporate Governance – Rank 3
- Best Investor relations – Rank 3
J.P Morgan Quality Recognition Award - Best in class straight Through
Processing rates
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Structure of HDFC Bank
Branch Manager
Relationship Manager Personal Banker Authorizer Assistant Branch Manager
Teller Authorizer
Welcome Desk Personal Bankers
Teller Counter
This was the organisation structure at the HDFC Bank Branch where I did internship.
However in general, the structure shall contain Teller Authorizer to be under Branch
Manager. Also, a post of RBH exists in major branches where Relationship Managers are in
numbers.
HDFC SWOT Analysis
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STRENGTHS WEAKNESSES
• HDFC is one of the leading new age • Rural penetration is low for HDFC as
private bank compared to nationalized bank
• HDFC Bank has over 4500 branches • Poor credit card customer service
and over 12000 ATMs, in more than • Fast changing processes which make
800 cities in India. the staff spend too much time on
• Existing CBS across its branches process than trying to increase
• Huge employee base i.e more than business
80000 employees
• HDFC has large collaborations with
corporate for employee salary
accounts
• Acquisition have boosted the
operations of the bank
• HDFC bank has been responsible for
several CSR activities and has also
been recognised with several banking
awards
• It offers several services like online
banking, app, mobile banking, NRI
services etc.
OPPORTUNITIES THREATS
• Mobile banking, internet banking etc • Competitors increasing their business

can be a huge boon for HDFC’s can adversely affect HDFC’s business
businesses • New banking licenses and regulations
• Venturing more into rural area can be can impact operations
done by HDFC • Foreign banks that offer complex
• Providing more complex products to products
the ever-increasing demands of the
industry.
PROJECT OBJECTIVES
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• To develop an understanding of how a bank functions, roles and responsibilities of
different individuals working there.
• Learning about the products and services offered by the bank including the third party
products like insurance, mutual funds, etc.
• Learning about the managed segmentation of the customers and then further
understanding how the penetration is done in those profiles.
• Interacting with walk – in – customers and providing them necessary information or
diverting them to the concerned person in the bank.
• Segmenting existing customers on the basis of managed and non – managed
customers and further segmenting the customers into Imperia, Preferred and Classic
Banking services and then understanding the penetration of the products in the
managed customers.
LIMITATIONS
Along with the learning opportunities these were the certain limitations :
• Working in bank premises require lot of confidentiality and incorporates lack of data
sharing.
• In questionnaire, some customers manipulated the responses in order to please the
person collecting the questionnaire.
• There might be some differences in understanding from responder’s end.
• Due to online questionnaire, customers don’t get direct opportunity to clarify doubts,
if any.
METHODOLOGY
During the study, both primary and secondary data was collected. The primary data was
collected by designing a questionnaire and further getting them filled by the walk – in
customers at the branch.
Beside the primary data, secondary data was also collected. The data was collected by the
journals, Wikipedia, Bank’s official website and other different links which are duly
mentioned in the last.
The sample size taken for primary data is 100. The sampling is done on random basis using
convenience sampling technique.
Questionnaire consists of close ended questions with multiple options available. The majority
of customers belong to Delhi. Also, the age group varies from 18 years to 75+.
The data is then analyzed using projective techniques like pie charts and bar graphs.
Interpretations for the same are given alongside.
29 | P a g e
Types of Customers at HDFC Bank
At HDFC Bank, the customers are segmented into groups according to their bank balance.
The two major groups are managed and non – managed customers. The basic difference
between the two types of the customers is that the managed customers either have
relationship manager or personal banker.
Types of customers
Managed Customers Non – managed Customers
Imperia Customers Preferred Customers Classic Customers
The managed customers have to maintain a higher amount in their bank accounts than the
non – managed customers. The non – managed customers are only required to maintain a
basic minimum balance in the bank account so that they do not face any problem in operating
the banking services.
SEGMENTATION AND PENETRATION
30 | P a g e
The process of classifying consumers on the basis of broad similarity parameters into
subgroups based on similar characteristics. These sub groups are known as segments.
Marketers look common parameters among these segments based on interests, lifestyle or
demographics.
Segmentation of managed customers is done on 3 basic parameters – Imperia Customers,
Preferred Customers and Classic Customers.
Then the marketers analyze each segment on the basis of its expected returns. Finally, the
ideal fit segment is chosen.
Based upon the segment chosen the pitching and planning is done. The marketer need to
position themselves as per the characteristics of the segment selected.
Here at HDFC Bank , Segmentation in bank can be done on various parameters - minimum
average balance in the savings, current or combination of savings account and fixed accounts.
It is one of the most important parameter which is used to further classify the customer.
Imperia Customers Classic Customers Preferred customers
These customers enjoy a set These customers enjoy a set These customers enjoy a set
of benefits namely: of benefits namely: of benefits namely:
• Exclusive lifestyle • Exclusively with • Lifestyle privileges –
benefits with a wide classic branded debit wide range of
range of banking card, cheque book premium credit cards.
solutions. and more. • Comprehensive
• Dedicated Imperia • Dedicated personal Business Banking
Client relationship banker. solutions.
Manager. • Relationship pricing • Relationship pricing
• Relationship banking across products. across products.
• Benefits extended to • Benefits for family • Benefits extended to
the family banking. the family
Exclusive lifestyle benefits: Exclusive benefits: Exclusive benefits:

• HDFC Bank premium • Credit Card • HDFC Bank premium
credit card2
• Classic Easyshop credit card1
• Easyshop Imperia Platinum Chip debit • HDFC Bank
Platinum Chip debit card preferred platinum
card • Combined monthly chip debit card
• Imperia Magazine smart statement • Preferred speak
• Combined monthly • Classic speak e – • Combined monthly
smart statement newsletter smart statement
Eligibility Criteria Eligibility Criteria Eligibility Criteria
Minimum average monthly Minimum average monthly Minimum average monthly

balance of 10 lac in savings balance of 1 lac in savings balance of 2 lac in savings
31 | P a g e
account account account
Or Or Or
Minimum average Quarterly Minimum average monthly Minimum average Quarterly
balance of 10 lac in current balance of 5 lac in the balance of 5 lac in current
account combination of savings account
Or account and fixed deposit. Or
Minimum average monthly Minimum average monthly
balance of 30 lac in the balance of 15 lac in the
combination of savings combination of savings
account and fixed deposit. account and fixed deposit.
Penetration is selling more products to the existing customers. The customers are given a .
Thus, a banker always aims at selling more and more types of products to the customers.
The 2 main objectives behind the penetration of the existing managed customers are:
• To become number one bank by supplying more products to the existing
customers.
• To supply more and more products to the existing customers so that all the
needs of customers are satisfied by HDFC Bank and the customers are not
required to go to any other financial institute.
The products offered by the HDFC Bank are:-

Savings Account :
1. Savings Max Account
2. Regular Savings Account
3. Women’s Savings Accounts
4. Kids advantage account
5. Basic savings bank deposit account
6. Kisan club savings account
Current Account
1. Plus Current Account
2. Trade Current Account
3. Regular Current Account
4. Premium Current Account
5. Reimbursement Current Account
6. Flexi Current Account
7. Apex Current Account
8. Max Current Account
Fix Deposit Account

1. Regular Fixed Deposit
32 | P a g e
2. Five year Tax saving fix deposit
3. Super Saver Facility
4. Sweep – in facility
5. Demat Account
6. Safe Deposit lockers
Recurring Deposit
Loan
• Personal Loan
• Home Loan
• Vehicle Loan
• Gold Loan
• Educational Loan
• Loan Against Security
• Loan Against Property
Card Services
• Credit Cards
Different Types of Credit Cards:

1. Classic Card
2. Silver Credit Card
3. Value Plus Credit Card
4. Health Plus Credit Card
5. Premium Card
6. Gold Credit Card
7. Titanium Credit Card
8. Woman’s Gold Card
9. Platinum Plus Credit Card
10. Visa Signature Credit Card
11. World MasterCard
12. Commercial Cards
13. Corporate Credit Card
• Debit Card
33 | P a g e
1. Classic Card
2. Premium card
3. Easy shop International Debit Card
4. Easy shop gold Debit Card
5. Specialised Card
6. Easy shop women’s advantage debit card
7. Easy shop NRO Debit Card
8. Kisan Card
• Investment and Insurance

• Mutual Funds
• Insurance
• General and Health Insurance
• Bonds
• Financial Planning
• Knowledge centre
• Equities and Derivatives
• Mudra Gold Bar
The Penetration Of Products For The Manage Customers

Imperia customers Classic customers Preferred customers
• Mutual funds • Auto Loan • Loan Against

• Insurance • Personal Loan Property
• Loan Against • Home Loan • Loan Against Rent
Property • Loan Against Receivables
• Loan Against Rent Securities • Working Capital
Receivables • Gold Loan • Cash Management
• Working Capital Services
• Cash Management • E – net
Services • Trade Services
• E – net • Merchant Point of
• Trade Services Scale
• Corporate Salary Tax • Corporate Salary
Account
• Auto Loan
• Personal Loan
• Home Loan
• Gold Loan
SEGMENTATION ON THE BASIS OF AGE
HDFC bank offers a lot of products like savings account, current account, fix deposit
account, loan, card services like credit card and debit card and last but not the least
34 | P a g e
investment and insurance. After all these products HDFC bank also offers some of the third
party products like mutual funds, general insurance, life insurance, health insurance.
HDFC Bank has segmented its customers on the basis of the bank balance of the customers,
these customers are known as managed customers these are known as Imperia Customers,
Preferred Customers and Classic Customers.
During the survey, I had an idea that the customers can also be pitched according to their age.
That means, the segmentation can also be done on the basis of the age of the customers. All
the products offered will have to penetrate according to the age group of the people
segmented.
SEGMENTATION ON THE BASIS OF AGE GROUP
The customers can be divided into 4 groups:
• First segment can be the age group of 10 – 25
• Second segment can be the age group of 26 – 40
• Third segment can be the age group of 41 – 55
• Last segment can be the age group of 56 and above
The age group are segmented in the following different age as a young child or student have
some other requirements to open a bank account, a middle aged person may have different
needs and likely the rest two ages have different purpose to open a bank account. The
customers with more than the age of 70 years have different purpose because most of them
can be retired people.
PENETRATION OF THE PRODUCTS ON THE BASIS OF THE AGE
35 | P a g e
Penetration is selling more products to the existing customers. If customers enter multiple
products then it becomes difficult for them to leave. Thus, a banker always aims at selling
more and more types of products to the customers.
AGE SEGMENTATION PRODUCT PENETRATION
10 – 25 • Savings Account
• Kids Advantage Account
• DiziSave Youth account
• Recurring account
• Locker
• Education Loan
• Classic Credit Card
• Debit card
• Insurance
• ISIC Student ForexPlus Card
26 – 40 • Regular savings account
• Women’s Savings Account
• Recurring account
• Locker
• Classic credit card
• Woman’s Gold Card
• Classic Credit card
• Platinum Plus Credit Card
• Debit card
• Premium Current Account
• Insurance
• Forex
36 | P a g e
41 – 55 • Basic Savings Bank Deposit Account
(for farmers)
• Flexi Current Account
• Ascent Current Account
• Regular Fixed Deposit
• Locker
• Plus Current Account
• Savings Max Account
• Platinum Debit Card
• Home Loan
• Gold loan
• Vehicle Loan
• Personal Loan
• Debit card
• Insurance
56 and above • Savings Max Account
• Platinum Debit Card
• Senior citizen saving account
• Demat Account
• Max Current Account
• Locker
• Debit card
• Mutual funds
• Bonds
37 | P a g e
• Mudra Gold Bar
CUSTOMER PROFILING
38 | P a g e
1. What is your gender ?
Interpretation : It can be seen in the following bar graph that out of 100 respondents only
22% of the respondents were female and the rest 78% of the respondents are male
respondents.
39 | P a g e
2. What is your age ?
Interpretation : After looking at the pie chart, it can be said the middle – aged group are the
main customer of the bank as they occupied 37% of the graph. After the middle age group,
the age group between 40 – 59 is seen that they mostly prefer to visit bank as they have 26%
of the whole graph. After the group of middle aged people, the age group between 69 – 75
and 19 – 25 they have 14% and 16% respectively. The rest 7% is shared between the
youngest and the oldest age group ie, less than 18 years and more than 75 years.
3. What is your occupation?
40 | P a g e
Interpretation: By looking at the pie chart it can be seen that the self – employed group,
student, professional, and retired all have the same ratio in the pie chart ie, they all have
11.1% of total percentage. After this we have seen that the majority of people who visit the
bank are into jobs. 22.2% are into business who come to the bank and rest 5.1% is taken by
the unemployed people
41 | P a g e
4. Do you have an account at HDFC Bank?
Interpretation: During the survey, my objective was to study all the people who have an
account at HDFC Bank. Hence the survey count of the customers who had an account at
HDFC Bank are 99% and rest 1% of the respondent ie, 1 person is the one who do not had an
account at HDFC Bank.
5. Since how many years you are using banking services at HDFC Bank
?
42 | P a g e
Interpretation: According to the survey, the majority i.e, 24% of the respondents are using
HDFC services from past 3 to 6 years, after which 22% of respondents are using the services
from 10 – 13 years. Followed by 7 – 9 years i.e, 21%, 18% of the respondents are the ones
who are using the services from less than years. And lastly 15% of the respondents are the
ones who are using the services from more than 14 years.
43 | P a g e
6. Are you satisfied with the service?
Interpretation: According to the survey, out of 100 respondents the majority of 92% of the
respondents are satisfied with the services. And for the remaining 8% of respondents 6%
were not sure about if they are satisfied with the services or not and rest 2% were not satisfied
with the services.
7. Other than this account, do you use any other banking services offered by any
other bank ?
44 | P a g e
Interpretation: According to the survey, out of the total 100 respondents 68% of the
respondents are using banking services offered by different banks. And the rest 32% of the
respondents only have account an account in HDFC Bank.
8. Is it your primary account?
45 | P a g e
Interpretation: According to the survey, out of 100 respondents, 84% of the respondents use
HDFC Bank as their primary account that means they do not use services and products
offered by any other bank. Rest 16% of the respondents had an account at HDFC Bank but
they prefer the services and products offered by any other bank other than HDFC Bank.
46 | P a g e
9. In which bank do you have an account ?
Interpretation : According to the survey, ICICI is the bank in which the respondents have
their secondary bank after HDFC Bank. This is followed by the SBI, Axis Bank, Canara
Bank, Central Bank of India, Syndicate Bank, PNB, Corporation Bank, Kotak Mahindra,
Standard Chartered, HSBC, City Bank, J&K Bank, Oriental Bank of Commerce, Bank of
Baroda.
10. Are you a managed customer at HDFC Bank?
47 | P a g e
Interpretation: According to the survey, out of 100 respondents 53.7% of the respondents
were managed customers that means either they are imperia, preferred or classic customers
and the rest of the respondents ie, 46.3% of the respondents are non – managed customers at
HDFC Bank.
11.What type of managed banking servces you are using ?

48 | P a g e
Interpretation: The main study area of this project is to study the segmentation of the
existing customers at HDFC Bank. The managed customers are classified into Imperia,
Preferred and Classic customers. Out of 100 respondents 56% of the respondents are
managed customers and rest 44% respondents were in the category of the non – managed
customers. Out of the total managed customers the majority of 46.4 % is for preferred
customers, 33% is of classic customers and rest 19.6% is of imperia customers.
12. How many products you have been using at HDFC Bank ?
49 | P a g e
Interpretation : According to the survey, the majority i.e, 33.3% of the customers are using
more than 6 products, further 22.7% respondents are the ones who are using 4 products,
21.2% respondents are the ones who are using 3 products, 12.1% are the ones who are using
2 products, and rest of the respondents either had 5 products or 1 product.
13. What all are the products you use?
50 | P a g e
Interpretation: By looking at the graph, it is clearly visible that the savings is the most
demanded product out of all the products offered by HDFC Bank, that is by 86%. After
savings account debit card is being used by 82%, followed by credit card by 51%. Net
banking is used by
51 | P a g e
14. Further are you willing to get any of the other services offered by HDFC Bank?
Interpretation : Out of all the respondents the highest demand for purchasing a product is
Locker (12.1%), followed by credit card (9.9%), FD with 5.5%. after all these Forex,
Personal Loan, current account, RD with 4.4%. Followed by Savings Account and RD with
3.3%. Term Insurance and Demat Account with 2.2%. last but not the least there was 1.1%
customers willing to purchase salary account, business loan and debit card.
Further Analysis of Product Penetration
52 | P a g e
S. No Managed Number Of Average Scope of Penetration
Customer Products Current
Product
Holding
1 Classic Banking 3 4.888888889 yes, further penetration is possible.
2 Classic Banking 8 no, further penetration is not
possible.
3 Classic Banking 7 yes, further penetration is possible.
12 Classic Banking 8 no, further penetration is not
possible.
19 Imperia Banking 3 6 yes, further penetration is possible.
20 Imperia Banking 4 yes, further penetration is possible.
22 Imperia Banking 8 no, further penetration is not
possible.
possible.
53 | P a g e
possible.
possible.
30 Preferred 3 4.807692308 yes, further penetration is possible.
Banking
31 Preferred 4 yes, further penetration is possible.
Banking
32 Preferred 10 no, further penetration is not
Banking possible.
Banking
Banking
Banking
Banking
Banking
Banking
Banking
Banking
Banking
Banking
Banking
54 | P a g e
Banking
Banking
Banking possible.
Banking
Banking
Banking
Banking
Banking
Banking possible.
Banking
Banking
Banking
56 Non managed 4 3.630434783 yes, further penetration is possible.
Customer
57 Non managed 4 yes, further penetration is possible.
Customer
Customer
Customer
Customer
Customer
55 | P a g e
Customer
Customer
Customer
Customer
Customer
Customer
Customer
Customer
Customer
Customer
Customer
Customer
Customer
Customer
Customer
Customer
Customer
Customer
56 | P a g e
Customer
Customer
Customer
Customer
Customer
Customer
Customer
Customer
Customer
Customer
Customer
Customer
Customer
93 Non managed 9 no, further penetration is not
Customer possible.
Customer
Customer
Customer
Customer
57 | P a g e
Customer
Customer
Customer
Foot Note
• Total number of respondents : 100
➢ A customer is said to be good customer when he is using 8 or more than 8

products or services.
58 | P a g e
MY OPINION ON HOW TO INCREASE THE SALES IN THE
BANKING INDUSTRY?
At HDFC Bank, the customer who is having 8 or more than 8 products is said to be a
good customer, as he is truly attached to all the services provided by the HDFC Bank.
Increasing the sales is the most important and difficult task on the same time.
According to my research, I got to find the three most important key points which are
the heart and soul of the sales industry.
Following are the 3 main key points which can increase the sales in the banking services:
• Empower the salesperson
• Increase the efficiency of sales calls
• Analyze results and adjust accordingly
The detailed study of the three main key points:
EMPOWER THE SALESPERSON

One of the most effective ways to make a sales team more efficient is to empower
salespeople. While there should be a clear set of goals and guidelines for the sales team to
follow, studies have shown that an empowered sales team will perform more effectively than
those who are less managed sales person.
First of all, it is perfectly acceptable to distinguish between the successful sales person and
yet – to be – successful sales person. It is important because the person who is working to the
fullest capacity must be eligible for some of the benefits or the incentives.
Whenever possible, the sales team should also have genuine input into how the sales
department is run, and should play a role in developing or evolving the sales process.
INCREASE THE EFFICIENCY OF SALES CALLS

Every day, the sales team makes enormous phone calls amount of energy on ineffective sales
calls. It is important to set up qualification process so that qualified leads that are ready to
buy receive more attention than poorer quality leads that are still on the fence. The manager
need to make sure that each sales member is spending the majority of their time making sales
calls with the greatest chance of return, instead of simply working their way through a stack
of business cards and contact information. Establish a ranking system as to ensure a healthy
competition in the office premises. This will encourage the sales person to score the each lead
with consistent criteria.
ANALYZE RESULTS AND ADJUST ACCORDINGLY
59 | P a g e
A sales team leader should constantly be looking at sales data to see what strategies are
working and which ones no longer are. For example, a specific lead may have been profitable
in the past, but the same strategy for generating a new lead may not that much profitable.
A sales manager who has discovered this trend should do two things. Firstly, they should
look to see if there is an alteration that would make the sales process more effective in those
specific instances. Secondly, the sales manager should look for opportunities with a different
promotion strategies and reroute the focus of their sales team to that more promising sales
tactic.
Without this continuous tracking and adjustment the team might not be able to generate more
leads in a specific time. Always test against the baseline matrices so that you have a process
for delivering continuous improvement.
60 | P a g e
FINDINGS AND CONCLUSION
Therefore, to conclude, Banking is an interesting industry where clients require a lot of trust
and attention from the bank and thus, the role of relationship manager and personal banker is
very crucial.
Customers have a lot of trust on their personal bankers and relationship managers. All the
customers are very satisfied with the quick services provided by the bank. There are a lot of
customers in the bank who are connected to the HDFC Services from more than 10 to 14
years.
Out of all the customers surveyed, 68% of the customers use only HDFC bank for financial
transactions. Almost all the customers who are connected to the bank use HDFC Bank
account as their primary services. The managed customers are classified on the basis of their
bank balance. Further all the managed customers are entitled to some of the privileges
unlikely as non – managed customers.
The managed customers are classified into 3 sub categories: imperia customers, preferred
customers and classic customers. Preferred banking is the most used banking according to the
survey, followed by classic banking and then imperia banking.
The majority of customers have 6 or more than 6 products that means that if they are looking
for any service, at that time they first look at HDFC Bank if they have the following service
or not. Savings account, debit account and credit card are the most purchased products at
HDFC Bank. And locker is the product which is the highest demanded to be purchased.
Customers do not understand that the targets that the banker has and hence it is essential to
maintain a bond and exchange contact details with the customers. Following up the customer
is the most important part for cracking the deal and achieving the target on time.
61 | P a g e
REFERENCES
• https://www.hdfcbank.com/
• https://www.hdfcbank.com/personal/hnw/preferred-banking
• https://www.hdfcbank.com/personal/products/accounts-and-deposits
• https://en.wikipedia.org/wiki/HDFC_Bank
• https://www.hdfcbank.com/aboutus/awards/default.htm
• https://www.ibef.org/industry/banking-india.aspx
• https://www.hdfcbank.com/aboutus/cg/annual_reports.htm
62 | P a g e
ANNEXURE
Banking Experience
Hi, I am Shubhangi Maini, student of Rukmini Devi Institute of Advanced Studies, GGSIPU,
Delhi. This questionnaire is for my research purpose and the responses recorded will solely
be used for the same. Please fill your genuine responses.
* Required
Section 1 of 2
1. Name *
2. Gender
o Female
o Male
3. Age *
o < 18 yrs
o 19 - 25
o 26 - 39
o 40 - 59
o 60 - 75
o 75
4. Contact Details
5. Occupation
o Business
o Job
o Self employed
o Student
o Professional
o Retired
o Unemployed
63 | P a g e
6. E - mail
Section 2 of 2
7. Do you have an account in HDFC Bank ?
o Yes
o No
8. Since how many years you are using banking services at HDFC bank ?
o < 2 yrs
o 3 yrs - 6 yrs
o 7 yrs - 9 yrs
o 10 yrs - 13 yrs
o >14 yrs
9. Are you satisfied with the services here ?
o Yes
o No
o Maybe
10. Is it your primary account ?
o Yes
o No
11. Other than this account, do you use any other banking services offered by any
other bank ?
o Yes
o No
12. In which Bank do you have an account ?
o ICICI bank
o Indusind bank
64 | P a g e
o Canada bank
o State Bank of India
o Central Bank of India
o Punjab national bank
o Axis Bank
o Corporation Bank
o Syndicate Bank
o Other:
13. Are you a managed customer at HDFC Bank ?
o Yes
o No
14. What type of managed banking services you are using ?
o Imperia Banking
o Preferred Banking
o Classic Banking
15. How many products you have been using at HDFC Bank?
o 1
o 2
o 3
o 4
o 5
o 6
16. What all are the products you use ?
o Savings account
o Salary account
o Current account
65 | P a g e
o Fixed deposit (FD)
o Recurring deposit (RD)
o Credit card
o Debit card
o Term insurance
o Other insurance (investment purposes)
o Net banking
o Locker
o Business loan
o Personal loan
o Forex card
o Demat
o None
o Other:
17. Further, are you willing to get any of the other services offered by HDFC Bank?
o Savings account
o Salary account
o Current account
o Fixed deposit (FD)
o Recurring deposit (RD)
o Credit card
o Debit card
o Term insurance
o Other insurance (investment purposes)
o Net banking
o Locker
66 | P a g e
o Business loan
o Forex card
o Personal loan
o Demat Account
o None
o Other:
67 | P a g e

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A Summer Training Project Report

“Study on Segmentation and Penetration In Managed and Other

Submitted in partial fulfillment of the Requirement for the Award of

Degree of Master of Business Administration

Prn No- 2028100002

BHARATI VIDYAPEETH DEEMED UNIVERSITY SCHOOL

Student Name with Signature

Student Name: SOMYA DUBEY

Course: Master of Business Administration

Student’s Signature: SOMYA

MR. ANURAJ GAUR

S. No Particulars Page No. Remarks

Evolution of Banking in India

Nationalisation in 1969 and 1980

The following banks were nationalised in the first round :

• Punjab Sindh Bank

Following are the achievements of the government in the year 2017-18:

• To improve infrastructure in villages, 204,000 Point of Sale (PoS) terminals have

Adoption of Banking Technology

Electronic Waves Rule New – Banking: Automated Teller Machine

Some of the Major Banks in India:

List of Public Sector Banks in India

Small Finance Bank

Sr. No. Name of Director Designation

3 Mr. Umesh Chandra Sarangi Independent Director

4 Mrs. Renu Karnad Non-Executive Director

5 Mr. Srikanth Nadhamuni Non-Executive Director

6 Mr. Sanjiv Sachar Independent Director

7 Mr. Sandeep Parekh Independent Director

8 Mr. MD Ranganath Independent Director

10 Mr. Sashidhar Jagdishan Managing Director & Chief Executive Officer

11 Mr. Kaizad Bharucha Executive Director

*Appointed as an Additional Independent Director subject to the approval of the

Key Business Segments

Some products that the bank’s provides are:

Current Financials of HDFC Bank

Relationship Manager Personal Banker Authorizer Assistant Branch Manager

HDFC SWOT Analysis

• Mobile banking, internet banking etc • Competitors increasing their business

Managed Customers Non – managed Customers

Imperia Customers Preferred Customers Classic Customers

SEGMENTATION AND PENETRATION

Imperia Customers Classic Customers Preferred customers

Exclusive lifestyle benefits: Exclusive benefits: Exclusive benefits:

Eligibility Criteria Eligibility Criteria Eligibility Criteria

Minimum average monthly Minimum average monthly Minimum average monthly

The products offered by the HDFC Bank are:-

Fix Deposit Account

Different Types of Credit Cards:

Different Types of Credit Cards:

• Investment and Insurance

Different Types of Credit Cards:

The Penetration Of Products For The Manage Customers

• Mutual funds • Auto Loan • Loan Against

• Second segment can be the age group of 26 – 40

• Third segment can be the age group of 41 – 55

• Last segment can be the age group of 56 and above

PENETRATION OF THE PRODUCTS ON THE BASIS OF THE AGE

AGE SEGMENTATION PRODUCT PENETRATION

• Kids Advantage Account

• DiziSave Youth account

• Classic Credit Card

• ISIC Student ForexPlus Card