A

SUMMER TRAINING PROJECT/REPORT/DISSERTION

ON

“MICRO – MARKET ANALYSIS AND LEVERAGING DIGITAL

CHANNELS FOR ENHANCING CUSTOMER EXPERIENCE”

Submitted to

I.K. GUJRAL PUNJAB TECHNICAL UNIVERSITY

JALANDHAR
In partial fulfilment of the requirement for the
Award of Degree of
Master of Business Administration (MBA)

Submitted by Project Guide

Ankita Thakur Ms. Kavita Verma
20110309 Assistant Professor
Session (2020 - 2022)
APEEJAY INSTITUTE OF MANAGEMENT TECHNICAL CAMPUS
JALANDHAR
CERTIFICATE
 PREFACE

As MBA course requires equal attention towards practical as well as theoretical aspects of business,
various problems to be dealt with in that course. That’s why research programs are there to give deep
as well as thorough knowledge of subjects and problems which are practical whenever one entered
in the profession.

Research programs are included in the curriculum of various management courses so as to provide
Students with practical knowledge and exposure to professional life.

Our project entitled “Micro –Market Analysis and Leveraging Digital Channels Enhancing
Customer Experience”. A sincere effort has been made to bring about clear facts and we hope that
This report meets the given expectations and various requirements of the research.
 DECLARATION

This is to certify that the project report entitled “Micro Market Analysis And Leveraging

Digital Channels Enhancing Customer Experience” is a bonafide piece of work conducted

under the supervision of Ms. Kavita Verma. No part of this work has been submitted for any

other degree of any university. The data sources have been duly acknowledged.

Date Student’s Signature

\
 DEPARTMENT OF MANAGEMENT
APEEJAY INSTITUE OF MANAGEMENT & ENGINEERING
TECHNICAL CAMPUS JALANDHAR
ACKNOWLEDGEMENT
“No project is ever a work of only one person & this one is no exception”

A project report is never a sole product of one person, whose name appears on the cover. I consider
it a privilege to acknowledge the contribution of all helping hands, their cooperation and guidance
that enabled me to dedicate time and effort in framing my analysis in conceivable
system. First of all, I would like to thank Dr. Rajesh Bagga ( Director), AIMETC, Jalandhar,
Punjab for their stimulating guidance and continuous encouragement.
To start my corporate journey with one of the biggest brands in the country f elt like a dream I was
anxious, but I was more enthusiastic and excited to learn. And then with COVID -19, everything
changed. I feared that I would miss out on all the networking opportunities and that the
understanding of the project might not be as in depth as it would have been under normal
circumstances. But all such thoughts vanished with in this Short period (45 days) of time. ICICI
Bank cemented my belief in the fact that “all limits are self -imposed”.
ICICI Bank thought me much more than I could have asked for. Proactive steps such as virtual
induction, and digital platform session, product training session with senior management which has
helped me overcome my initial doubts an internship.
I am feeling obliged to pay my heartiest thanks to gratitude to all who directly or indirectly put
their efforts in successful completion of my project report. Last but not the least I would like to
extend my gratitude to Mr. NITIN BAJAJ (My mentor and guide provided by the ICICI
Bank) who guided me throughout my entire internship journey of 45 days and directed me to
proceed in the right direction with great enthusiasm and zeal. Last but not the least I would like
to extend my gratitude to Ms. Kavita Verma (Assistant professor, Apeejay Institute of
Management, Jalandhar), who guided me in spite of his busy schedule and directed me to
proceed in the right direction with great enthusiasm and zeal.

DATE
PLACE : JALANDHAR (ANKITA THAKUR)
 TABLE OF CONTENTS

Certificate By Guide i.
Preface ii.
Acknowledgement iii.
CHAPTER NO. CHAPTER TITLE PAGE NO
1. Introduction
1.1 Introduction to the
Project Undertaken
1.2 Objectives of the Project
Undertaken 8 - 40
1.3 Need and Scope of the
Study
1.4 Research Methodology
1.5 Limitations of the Study
Company and the Industry
2. Profile 41 - 74
Data Analysis and
3. Interpretation 75 - 95
Findings of the Study
4. 96 - 98
Conclusion of the Study
5. 99 - 100
Suggestions &
6. Recommendations 101 - 104

Bibliography 105 - 106

Appendix
107 - 114
A. Questionnaire
 Executive Summary

Market research is a function that links the consumer, customer and public to the market through
information. Information are used to identify and define marketing opportunities and problems,
evaluate market actions, monitor marketing performance and improve understanding of
marketing as process.

Purpose of the study is “Micro Market Analysis of Jalandhar and Customer awareness and
satisfaction on internet banking & security.

Research objectives are:

▪ To analyse micro market of Jalandhar.
▪ To find customers awareness on banking digital channels.
▪ To find customer satisfaction on internet banking.
▪ To find customer experience on internet banking.
▪ To find factors influencing internet banking
 CHAPTER 1
INTRODUCTION
 MICRO MARKET ANALYSIS STUDY

ABOUT MICROMARKET:

What is a Micro Market?

Micromarketing is an approach to advertising that tends to target a specific group of people in a
niche market. With micromarketing, products or services are marketed directly to a targeted group
of customers.
To make use of micromarketing techniques, a company has to narrowly define an audience by a
particular characteristic, such as gender, job title, age, or geography, and then create campaigns
geared toward that specific group. It can be a more expensive technique than other approaches to
marketing due to customization and lack of an economy of scale.

• Is a market that is clearly defined, specific and detailed.

• If macro is the big picture then this is “small picture”.

Three Components of the Micro Market

 ABOUT MICRO MARKET: JALANDHAR

1.1 INTRODUCTION:
The district is named after Jalandhar, a demon king, who finds a mention in the Puranas and
Mahabharata. According to another legend, Jalandhar was the capital of the kingdom of lav, son
of Ra ma. According to yet another version Jalandhar is said to have derived its name from the
vernacular term `Jalandhar’ means area inside the water, i.e. tract laying between the two rivers
Satluj and Beas , still another nam e of Jalandhar had been Trigartta, as it was waters by three
rivers, Satluj, Beas and Ravi.
A town of great antiquity is situated at a distance of about 84 km from Amritsar on the GT Road
going to Kolkata. Jalandhar is known for its sportsmen as well as its sports industry, its steel and
iron re rolling mills, rubber goods, electric goods, automobile parts and sewing machine factories
and handloom products. Jalandhar is situated between the fertile agriculture land of River Beas
and Sutlej and is at a distance of 146 km from Chandigarh.

Location & Geographical Area

Jalandhar provides complete information on the location of the city, its climatic conditions and the
economic importance of the city. Spread over a huge area of 3,401 sq. km, Jalandhar is situated
between the fertile agricultural land of River Beas and Sutlej. An important commercial hub of
Punjab, Jalandhar is placed at a distance of 146 km from Chandigarh. Geographically, Jalandhar
is place d between 71º 31' east latitude and 30º 33 north longitude, which is characterized as the
dry weather belt and is suitable for cultivating wheat and sugar cane.
 Literacy rate (age 7+) (%):82.40 (2011)

 Work Participation Rate (%):34.5 (2001)

 Child Workers Population (5-14 years):9108 (2001)

 Children aged 11-14 years Attending school (%):89.5 (2001)

 Literacy rate of 15-24 year-olds (%):90.2 (2001)

 Gender gap in literacy rate (Male-Female) (%):9.4 (2001)

 Households holding below Poverty Line Ration cards:9.0 (2008)

 Population (persons):2193590 (2011)

  Area sq.km:2624 (2011)

 Population Density (persons/sq.km):835.97179878 (2011)

 Sex Ratio (Females per 1000 males):913 (2011).

Administrative set up
For administrative purpose, Jalandhar District consist of 5 tahsils/subdivisions namely Jalandhar I
(Sub-Tehsil Adampur), Jalandhar II (Sub-Tehsil Kartarpur, Bhogpur), Nakodar, Phillaur &
Shahkot. Besides, there are 4 sub-tehsils (Adampur, Bhogpur, Kartarpur, and Goryan Nurmahal),
The district is divided into 12 development blocks, viz, Jalandhar East, Jalandhar West, Bhogpur,
Adampur, Nawanshahr, Banga, Aur, Nakodar, Shahkot, Phillaur, Nurmahal and Rurka Kalan.
According to 1 991 Census, the district had 1,256 villages, (uninhabited 17 and inhabited 1,239).

Customer Segmentation
S.NO. Particular Year Unit Statistics
1 Geographical Features

(A) Geographical Data

i) Latitude 30 0- 34’ to 31 0–
01’ North

ii) Longitude 75 0 – 18’ to

76 0 – 20’ East

iii) Geographical Area Hectares 266000

(B) Administrative Units

i) Tehsils /Sub divisions 2011 Nos. 5
ii) Sub-Tehsil 2011 Nos. 4
iii) Blocks 2011 Nos. 12
iv) Panchayat Simitis 2011 Nos. 10
v) Nagar nigam 2011 Nos. 1
vi) Nagar Palika 2011 Nos. 10
vii) Gram Panchayats 2011 Nos. 184
viii) Inhabited villages 2011 Nos. 1256
xi) Assembly Area 2011 Nos. 9
2. Population
(A) Sex-wise
i) Male 2011 Nos. 1140536
ii) Female 2011 Nos. 1041217

(B) Rural Population

i) Male 2011 Nos. 539021

ii) Female 2011 Nos. 491696
(C) Urban Population

i) Male 2011 Nos. 501156

ii) Female 2011 Nos. 430827
3. Agriculture
A. Land utilization
i) Total Area 2010-11 Hectare 266000
ii) Forest cover 2010-11 “ 6000
iii)Barren and uncultivable land 2010-11 “ -
iv) Non Agriculture Land 2010-11 “ 24000
v) Misc. ( Cultivable waste & Fallow land) 2010-11 “ -
vi) Net area sown 2010-11 “ 236000
vii) Area sown more than once 2010-11 “ 171000
viii) Total cropped area 2010-11 “ 407000

4. Forest
(i) Forest 2010-11 Hectare 6000
5. Livestock & Poultry
A. Cattle
i) Cows 2007 Th Nos. 120.73
ii) Buffaloes 2007 “ 248.99

B. Other livestock
(a) Horses & Ponies 2007 Th Nos. 1.11
(b) Donkeys 2007 “ 0.04

(c) Mules 2007 “ 0.11

(d) Sheep 2007 “ 2.45
(e) Goats 2007 “ 13.96
(f) Pigs 2007 “ 0.73
C Poultry 2007 Th Nos. 2885.08
6 Transport
A Railways

Length of rail line 2010-11 Kms 73

B Roads

(a) National Highway 2010-11 Kms 69

(b) State Highway 2010-11 Kms 4036
(c) Roads maintained by local bodies 2010-11 Kms 3593

7 Communication

(a) Telephone connection 2010-11 Nos. 135547

(b) Post offices 2010-11 Nos. 373
(c) Telegraph office 2010-11 Nos. 1
(d) Telephone Exchange 2010-11 Nos. 124
(e) Public Call Offices 2010-11 Nos. 1332

8 Public Health

(a) Allopathic Hospital 2011 Nos. 6

(b) Beds in Allopathic hospitals 2011 Nos. 662
(c) Ayurvedic Institutions 2011 Nos. 32
(d) Homoeopathic Institutions 2011 Nos. 8
(e) Community health centres 2011 Nos. 11

(f) Primary health centres 2011 Nos. 28

(g) Dispensaries 2011 Nos. 110

9 Banking Sector

(a) State Bank of India 2010 Nos. 60

(b) State Bank of Patiala 2010 Nos. 32
(c) Punjab National Bank 2010 Nos. 77
 (d) Other Commercial Banks 2010 Nos. 341
(e) Co-operative Banks 2010 Nos. 72

10 Education

(a) Primary school 2010 Nos. 1025

(b) Middle schools 2010 Nos. 183
(c) High schools 2010 Nos. 147
(d) Senior Secondary Schools 2010 Nos. 190
(e) Colleges 2010 Nos. 36
(f) Universities 2010 Nos. 1
(g) Polytechnic Institutions 2010 Nos. 5
(h) Tech. Ind. Art & Craft School 2010 Nos. 8
(i) I.T.Is 2010 Nos. 3

Population
As per provisional data of 2011 census Jalandhar had a population of 873,725, of which 463,975
were male and 409,750 females.
 The current metro are population of Jalandhar in 2021 is 1,074,000, a 1.9% increase
from 2020.
Literacy
The literacy rate was 86.22 per cent. For males and females respectively the literacy rate was
88.82% and 83.30

Economy
Jalandhar has been selected in the second phase of the smart city project and 200 crores have been
allocated to the municipal corporation for initializing the project.
Jalandhar exports goods like furniture, glass to neighbo uring cities and is a global hub for the
manufacture of sporting equipment. Jalandhar is famous for its sports industry and equipment
manufactured in Jalandhar has been used in many international sporting games including
Olympics, Commonwealth Games, Asian Games, among others. It is also a hub for manufacturing
of hand tools. Jalandhar is also famous for its leather industry, leather for footwear, leather goods,
furniture being sold to export houses located at Delhi, Agra, Kanpur and other Indian cities,
Together with Hand tools it is a major production centre of Industrial tool bags being used by
workmen in America & Europe.
Many new malls and shopping complexes are being established at a very rapid pace and as such is
also a hub of the NRI's who among many of them belong to Jalandhar region.

TRANSPORT

By Air
The nearest airport is Adampur Airport, northwest of Jalandhar which currently handles only
scheduled operation on maiden flights of private carrier Spice jet to Delhi. The nearest fully
fledged International Airport is Sri Guru Ram Dass Ji International Airport in Amritsar. It is one
of the busiest airports in North India, and is connected to other parts of the country by regular
flights. Several airlines operate flights from abroad, including London Stansted, Birmingham,
Dubai, Singapore, Kuala Lumpur and Doha. The airport handles as many as 48 flights every week
up from the occasional, intermittent ones some years ago.
 By Rail
Direct train service is available for other major cities like Mumbai, Calcutta, Chennai, Patna,
Guwahati, Pune, Haridwar, Varanasi, Jaipur and Jammu Tawi. Some prestigious trains that halt in
Jalandhar City railway station are Howrah Mail, Golden Temple Mail (Frontier Mail), New Delhi
Amritsar Shatabdi Express, Paschim Express. Now many trains of Jammu route are extended up
to Mata Vaishno Devi-Katra.
Jalandhar City Railway Station is well-connected to other parts of the country, Jalandhar City is a
major stop between the Amritsar-Delhi rail link which is serviced by Shatabdi Express, Intercity
Express, and others
Direct Service to major cities such as Mumbai , Calcutta , Chennai , Patna , Guwahati , Pune
,Haridwar, Varanasi, Jaipur and Jammu Tawi are available. There are prestigious services such as
the Howrah Mail, Golden Temple Mail (Frontier Mail), New-Delhi Amritsar Shatabdi Express,
Paschim Express.

By Road
There is one of the largest networks of bus services of Punjab at Shaheed-e-Azam Sardar Bhagat
Singh ISBT(JALANDHAR), Himachal, Delhi, Haryana, Pepsu, Chandigarh, Uttar Pradesh,
Himachal Pradesh, Jammu & Kashmir, Uttarakhand, Rajasthan State Roadways, apart from private
operators.

Industries in Jalandhar
Jalandhar is one of the famous industrial cities of Punjab. The city is famous for sports goods
industry, printing industry, hand tools manufacturers and rubber industry.

INDUSTRIAL SCENARIO OF THE DISTRICT

S. No. Name of Industrial Area Land No. of No. of No. of
Acquired Plots Allotted Vacant
Plots Plots
1 Industrial Area , Jalandhar 130.50 acres 389 389 -

2. Industrial Estate, Jalandhar 5.30 acres 40 40 -

 3. Industrial Development Colony, 19.70 acres 99 99 -
Jalandhar
4. Industrial Focal Point , (including 305.00 acres 153 153 -
Focal point ext.) Jalandhar City
5. Sports & Surgical Goods Complex, 52.75 acres 196 196 -
Jalandhar City
6. Leather Complex, Jalandhar City 222.30 acres 440 440 -

7. I.D.C, Jalandhar City 19.70 acres 99 99 -

8. Industrial Estate, Adampur 3 acres 7k15m 8 8 -
9. Rural Industrial Estate, Nakodar 3 acres 9m 9 9 -

10. Industrial Estate, Rurka Kalan 3acres 10m 10 10 -

k= kanals , m = marlas

Industry at a Glance
Sr. Head Unit Particulars
No.
1. Registered Micro & Small Unit No. 20042
2. Registered Medium & Large Unit No. 17
3. Employment in MSE Sector No. 134280
4. Employment in Large and Medium Industries No. 4759
5. No. of Industrial Areas No. 11
6. Turnover of MSE Sector Rs. Lakh 309043.69
7. Turnover of Large & Medium Sector Rs. Lakh 75268.93
 Year Wise Trend of Units Registered
Year No. of Registered Employment Investment (Lakh Rs.)
Units

Up to 2003-04 28515 149588 49454.89

2004-05 28651 151161 51302.19

2005-06 28754 152179 52014.67

2006-07 28744 152510 54831.32

2007-08 25782 157736 59008.39

2008-09 22906 137723 52796.94

2009-10 20042 134280 76552.34

Details of Existing Micro & Small Enterprises and Artisan Units in the District

NIC Types of Units (No.) Employment Investment Production

Code Industry (No.) (Rs. Lakh) (Rs. Lakh)
15 Mfg. of Food 649 5178 3292.88 21152.92
Products
Beverages
17 Mfg. of Textiles 363 2935 817.94 13153.97
18 Mfg. of Hosiery & 330 3638 1248.40 16881.42
Garments including
embroidery

19 Leather & Leather 919 7131 5607.17 21835.10

Products
20 Mfg. of Wood 601 3571 687.17 2995.11
Products
21 Mfg. of Paper & 236 1495 1083.63 3235.59
Paper Products
22 Printing / 304 1528 2275.54 2740.58
Publishing
23 Coke & Refined 36 134 95.05 307.88
Petroleum Prod.
24 Chemicals & 568 3027 1429.15 8749.85
Chemical
Products
25 Rubber & Plastic 515 3836 2752.56 14932.42
Products
26 Other Non- 228 1984 990.94 5850.35
Metallic Products
27 Basic Metals 1162 15288 11486.26 23511.94
28 Fabricated Metal 2982 33846 21281.41 88581.31

Products

29 Machinery 1303 12857 7599.06 40536.45

& Equipments
30 Office, 8 34 11.70 54.90
Accounting &
Computing
Machinery
31 Electrical 289 3134 1928.32 8617.28
Machinery &
Apparatus
32 Radio TV 75 454 105.49 572.79
Communication
Equip.
33 Medical Precision 212 2351 1137.76 2310.63
& Optical etc.
34 Motor Vehicles 2865 3295 1791.06 7548.58
Trailers etc. &
Parts
35 Mfg. of other 293 395 104.17 351.13
Transport
Equipment
36 Mfg. of Furniture 1685 13030 4871.95 4448.28
Mfg. N.E.C
37 Recycling 1 10 38.81 20.57
50 Maintenance & 75 236 50.06 58.48
Repair of Motor
Vehicle
52 Maintenance & 585 1028 92.01 446.97
Repair Household
63 Cold Storage 51 387 2347.70 6137.26
64 Post & 6 26 10.50 58.08
Telecommunication
72 Computer & 33 178 165.51 543.91
Relating Activities
74 Other Business 56 131 71.90 263.02
Activities
93 Other Service 30 126 36.79 65.28
Activities
Sub Total 13551 121263 73510.53 295962.05
Artisan Units (Non-SIDO) 6491 13017 3041.81 13081.64
Grand Total 20042 134280 76552.34 309043.69
Sports Goods Industries
Jalandhar has the nucleus of sports goods industry in Punjab and has about 90% of the total sports
goods units of the State. The product manufactured relates to all traditional products like foot-ball,
cricket bats, hockey and cricket balls, hockey sticks, tennis badminton and squash rackets, balls,
soft leather goods, shuttle cocks etc. This industry being labour intensive despite inadequate capital
and technology, has reached a stage where it is reckoned as a major cottage industry providing
direct employment to about 10000 workers.

SME for Sports Goods in Jalandhar

There are approximately 1,000 small and medium sports goods manufacturers based in Jalandhar.
The largest sports gear manufacturing hub in the country. The industry provided direct
employment to more than 1.5 lakh people. The sports industry in the country is estimated at Rs
5,000 crore. “The contribution of Jalandhar to the industry is 60%. SME units based in Jalandhar
made up to 25,000 to 30,000 footballs a day in 2008.
SME sports goods manufacturing units in Jalandhar are witnessing brisk business over the last few
months. Spurt in demand ahead of the FIFA World Cup has prompted small-scale sports and
football equipment manufacturers to increase their supplies in order to meet the burgeon ing
demand. With FIFA World Cup round the corner, we are witnessing a steep increase in demand
for football and soccer goods, which in turn, is helping the Jalandhar football equipment industry
to witness rise in its sales and margins,” said R Kumar, proprietor of Union Sports International, a
small-sized manufacturer of sports ball in Jalandhar.
SME sports equipment manufacturers are also undertaking training programmes to manufacture
machine-stitched football, thereby shifting their focus from the hand-stitched ones. Promotional
campaigns undertaken by retail houses are also helping to perk-up sale of soccer goods. Demand
for Jalandhar-made sports goods has gone up significantly over the last few months and is likely
to increase further, with the peak business period beginning from March and likely to continue till
May-end this year for global market, while it will last up to September in India.
Objectives of SME for Sports Industry in Jalandhar
• High contribution to domestic production
• Significant export earnings
• Low investment requirements
• Operational flexibility
• Location wise mobility
• Low intensive imports
• Competitiveness in domestic and export markets

Major sports goods manufactured by SME Units in Jalandhar

BOXING
• Leather Boxing Gloves
• Leather Punching Gloves
• Inflatable Boxing Gloves
• Kick Boxing Gloves
• Straight Leather Punching…
• Punching bags
• Punching balls

CRICKET
• Cricket Bats
• Cricket Batting Gloves
• Cricket Batting Grips
• Wicket Keeping Gloves
• Wicket Keeping Pads
• Cricket stumps(wickets)
• Cricket balls
• Batting pads
• Helmets

INFLATABLE BALLS
• Football
• Basketball
• Volleyball
 • Handball

TENNIS
• Tennis ball
• Tennis table
• Tennis net

BADMINTON
• Badminton racket
• Shuttle cock for indoor & outdoor games
• Badminton net

HOCKEY
• Hockey stick
• Hockey ball
• Pad
• Helmet

Target Market For SME (Sport Goods, Jalandhar)

It may be difficult to believe, but most of India’s exports of sports goods come from SMEs. And
the targeted countries are UK, USA, Germany, France, and Australia. And the SME clusters are
mainly based in Jalandhar. Some of the prominent items manufactured by these industries include:
hockey and cricket equipments, fishing gear, boxing kits, protective equipment and also indoor
games.

In Jalandhar, three kinds of establishments are usually found:

1) Big establishments: These are generally geared to exports besides catering to the domestic
market.
2) Small establishments: These usually manufacture sports goods for the domestic market. Both
the big establishments as well as the small establishments are registered either under the Factories
Act, 1948, or under the Shops and Establishment Act of the state of Punjab.

3) The unregistered units: These are found particularly in the urban pockets of Jalandhar. These
units are mostly small home-based units which are usually run by the family members, but at times
with the help of a couple of hired employees. These units do not have a direct access to market. It
has been seen that many a times when the big establishments - especially exporters - are not able
to cope with large orders from their foreign clients, distribute a share of the production to these
small unregistered, home- based units.

Top sports industries in Jalandhar are:

• Anand Sports Industries
• A.P.G Sports Industries
• Ranson Sports Industry
• Spartan Sports Industries
• Kaushal Sports Industries
• Jagdish Sports Industries
• Metro Sports Industries
• Universal Sports Industries
• Imperial Sports Industries
• Universal Sports Industries
• Swastika Sports Industries
• Mohit Sports Industries
• HR Sports Industries
• Spectrum Sports Industries

Customer Profiling of Sports Industries

The sporting goods market has a myriad of segments that can be categorized by product, sport,
geography, behaviour, participation, organization and standard demographics. Demographics play
a big part in sporting goods sales, since population growth and age groups distinctly impact sport
participation.
Sports Industries main sales categories break down customer groups by Sports Participation –
i.e., for which sport(s) the person is buying equipment. These customers have needs based on the
specific sport(s) in which they participate. For example, Baseball participants are looking
specifically for baseball equipment, uniforms, training aids, etc. However, in terms of marketing,
they will take different approaches to attracting the attention of potential customers based on their
relation to the sport or sports player (customer type), and on their buying method/location
(retail/online).
• Customer Type - These customers have needs based upon the type of role they play in
regards to the sports participants. For example, many times those making sporting goods

purchases are not those actually participating in the sport, but instead are parents, athletic
directors, and coaches. These segments include: Individual Participants, Parents, League
Representatives, Independent Team Coaches, School Athletic, Coaches and Directors,
Sports Performance Businesses.
• Retail/Online - For retail stores, geographic and demographic divisions are critical,
especially in understanding the different needs of their local and online customers. Appeals
to soccer moms work one way in the local paper, where the convenience factor is a nearby
location with great customer service, and a different way online, where convenience may
come in the form of free shipping for larger orders, or free telephone assistance in choosing
a size.
Hand Tools Industries
Hand tools are prominently produced in the small scale sector in India. Jalandhar, Punjab is one of
the prominent hand tools clusters in the country. The cluster came into existence around the time
of Indian Independence in 1947,when skilled labourers from Pakistan came and settled there and
started manufacturing hand tools. Subsequently, the government of Punjab through Punjab State
Industrial Development Corporation set up an industrial estate on the outskirts of city which is
today a hub of hand tools. Jalandhar is known for the manufacturing of Hand Tools like Spanner
set, screw driver, nose pilers etc. 50 units are engaged in manufacturing of hand tools giving
employment to 8000 people. There are several Tools store and manufacturers of h and tools in hand
tools industries of Jalandhar.

Cluster size and Turnover

There are around 950 units manufacturing hand tools in the cluster. Out of this, about 900 are in
the micro and small scale units and 50 units are in the medium scale.
As per the cluster estimates, the cluster produces about 50,000 tonne of hand tools per annum.
Most of the units manufacture an array of hand tools like spanners, screw drivers, pilers, bench
vices, tyre levers and hammers and so on.
The estimated turnover of the cluster is approximately Rs 1,000 Crores (Rs 10 billion) per
annum. The cluster employs about 60,000 direct employees.

Some of the top names of hand tools industries are:

1. Hand Tools Manufacturer Company Jalandhar - Ajay Industries
2. Manor Sales Corporation- Garage Tools shop/ Hand tools/Hardware In Jalandhar/ Tools
In Jalandhar
3. Jet Tools Industries
4. Nagi Tools Industries - Hand Tools Manufacturer | Machine Tools Manufacturer in
Jalandhar
5. Vishal Tools Industries
6. BAWEJA INDUSTRIES
7. Padmavati Manufacturing Company
8. ESS PEE INDUSTRIAL CORPORATION SOLID SPANNERS
9. Ambika Overseas
10. Million Tools Industries
11. NVR Forgings
12. Onkar Hand Tools
13. Victor Tools Private Limited
14. Umesh Tools Company - Hand Tools Manufacturer | Machine Tools Manufacturer in
Jalandhar
15. Smith Tools Company
16. MANCO TOOLS
17. Titan Tools Industries
 Customer Profiling of Hand Tools Industries

Jalandhar is known for its Hand Tools Industries. Customer profiling is a way to create a portrait
of your customers to help you make design decisions concerning your service. Industries in
Jalandhar majorly involve in exports. Customers of hand tools industry are:
• Local Customers majorly purchase small tools for personal use or resale like Screw Drivers,
Pliers, Wrench etc.
• Suppliers
• Traders
• Manufactures
• Exporters

Leather Industries
In Punjab, leather industry is majorly concentrated in Jalandhar comprising tanneries and
manufacturers of shoes, bags, jackets, purses and belts.Top Leather industries in Jalandhar are:
1. Jalandhar Leather Pvt Ltd
2. Abhi Paul Leather Industries
3. Shree Ganesh Industries
4. Fibre tech Leathers Pvt Ltd
 5. Sidhu Leather Industries
6. Leather Processing Machinery
7. BMK Industries
8. Fibre Leathers Pvt Ltd
9. Real Leathers
10. JP Leathers
11. Leo Wetblue Leather Pvt. Ltd.
12. Topline Leather

Auto Parts Industries

Jalandhar is known for manufacturing of good quality of auto parts. There are 300 units engaged
in the manufacturing of parts providing employment to 4500 people. Several units are supplying
auto parts to the original manufacturers of automobiles. There is export of Rs.213.53 lacs of auto
parts from Jalandhar during the year 1991-92.

Dominant Local Industries in Jalandhar

• Hand Tools Manufacturer Company Jalandhar - Ajay Industries
• Jalandhar Chamber of Industries & Commerce
• NorthPole Industries
• Rajan Industries
• Sandeep Industries
• Kushal Rubber Industries
• CHAWLA MANUFACTURING INDUSTRIES
• Aditya Engineering Industries
• JMP Industries
 • Laxmi Industries
• Rishi Industries
• Rs Industries
• Sports Goods Industry
• Jupiter Metal Industries
• Kay Kay Industries
• M. G. INDUSTRIES
• Satkar Industries
• Capital Industries

Existing Service Sector:

The service industry of district mainly includes repair & servicing of motor vehicles, motor cycles
/ scooters, household goods, workshops, recycling, cold storage and other business activities etc.
Potential Areas for Service Industry:
1. Flex Printing 2. Computer Network 3. Transportation

4. Mobile Repairing 5. Designer Boutique 6. Coaching Centres

Potential for New MSME’s

1. Biscuits And Bakery Products 2. Confectionery Items 3. Oil Expellers

4. Plastic wares 5. Leather Shoes 6. Milk Products

7. Wooden Furniture & Fixtures 8. Wooden Electrical 9. Book Binding

Accessories

10. Paper Bags 11. Packaging Materials 12. Tissue Paper Napkins

13. Rcc Pipes & Collars 14. Glazed Tiles 15. Cement Bricks & Blocks

16. Tyre Retreading 17. Agriculture Implements 18. Building Hardware Items

19. Steel Furniture 20. Auto Parts 21. Rolling Shutters

& Components

22. Parts of Industrial Machinery 23. General Engineering 24. Generator Sets
Workshop
 25. Wires And Cables 26. Rice & Dal Mill 27. Cosmetics
Machinery

Economic growth of Punjab

Economic Growth in Punjab has been moderating over the past two years, in tandem with the
national trends. The advance estimates for Punjab’s Gross State Domestic Product (at constant
2011- 12 prices) follow the same trend, as evident in Figure 1. Punjab’s GSDP grew at 5.98% in
2018-19 (Quick Estimates) and moderated further to 5.33% in 2019-20 (Advance Estimates).
Growth rate of Punjab has overtaken the growth rate at national level, as per the advance estimates
for 2019-20. Despite the moderation in growth rates over the past few years, Punjab is expected to
grow faster than national average in 2019-20, unlike trends in recent years. Since 2013-14, growth
rate in Punjab was slower than the national average. However, the estimates for 2019-20 indicates
shift in this trend. The advance estimates for 2019-20 indicate that growth in GSDP at all India
level will be 5%, against 5.33% in Punjab.

Establishments in Jalandhar
In Jalandhar, three kinds of establishments are usually found:

Big Establishments: These are generally geared to exports besides catering to the domestic
market.

Small establishments: These usually manufacture sports goods for the domestic market. Both
the big establishments as well as the small establishments are registered either under the Factories
Act, 1948, or under the Shops and Establishment Act of the state of Punjab.

The unregistered units: These are found particularly in the urban pockets of Jalandhar. These
units are mostly small home-based units which are usually run by the family members, but at times
with the help of a couple of hired employees. These units do not have a direct access to market. It
has been seen that many a times when the big establishments – especially exporters – are not able
to cope with large orders from their foreign clients, distribute a share of the production to these
small unregistered, home- based units.
Small and Medium Enterprises (SME)
In the Indian context, the small and medium enterprises (SME) sector is broadly a term used for
small scale industrial (SSI) units and medium-scale industrial units. Any industrial unit with a total
investment in its fixed assets or leased assets or hire-purchase asset of upto Rs 10 million, can be
considered as an SSI unit and any investment of upto Rs 100 million can be termed as a medium
unit. An SSI unit should neither be a subsidiary of any other industrial unit nor be owned or
controlled by any other industrial unit.

Description of SME in the manufacturing sector:

For the Manufacturing Sector, the MSMED Act 2006 defines micro, small and medium
enterprises (MSMEs) as mentioned below:
A micro enterprise is an enterprise where investment in plant and machinery does not exceed Rs
25 lakh.
The investment in plant and machinery in a small enterprise is more than Rs 25 lakh, but does not
exceed Rs 5 crore.
A medium enterprise is one where the investment in plant and machinery is more than Rs 5 crore,
but does not exceed Rs 10 crore.
In all these, the cost excludes that of land, building and the items specified by the Ministry of Small
Scale Industries with its notification No SO 1722 (E) dated October 5, 2006.

Major SME in Jalandhar

• Food Processing
• Agricultural Inputs
• Chemicals & Pharmaceuticals
• Engineering, Electricals, Electronics
• Electro medical equipment
• Textiles and Garments
• Leather and leather goods
• Bio engineering
• Sports goods
• Plastics products
 CONCLUSION OF THE MICRO MARKET ANALYSIS STUDY
Jalandhar has the nucleus of sports goods industry in Punjab and has about 90% of the total sports
goods units of the State as well as the major exporter for sports goods for the country. The industry
being labour intensive despite inadequate capital and technology, has reached a stage where it is
reckoned as a major cottage industry providing direct employment to a about more than 10000+
workers.
The sports goods industry in city is in extreme condition because of huge tax burden, lack of raw
material, and Chinese goods onslaught. But the sports industry is very important fir state of Punjab
because it produces about 2 lakhs footballs per day among other providing direct employment to
nearly 60,000 and indirect employment to about 1.5 lakhs people in Punjab.
Jalandhar is one of the clusters of hand tools industry in Punjab. The majority of units are in
medium and small scale enterprise (MSME). With the setting up of Common Facility Centres
called the Institute for Auto & Hand Tool Technology in the city, account for 35-40 percent of
India’s total hand tools exports, which enables MSME to get their work outsourced, assist them in
adopting new technology and in carrying out research and development. The major export markets
are the united states and the European Union, and the exporters supply hand tools to major retail
chains like Walmart, B&Q and Home Depot.
SME rubber goods manufacturing units in Jalandhar are witnessing brisk business over the last
few years. These units are playing an important role in development of the city. Their supply chain
management system, manufacturing process layouts, quality control everything is effective. So the
industry is growing very rapidly.
At the end, I would like to conclude at Jalandhar is one of the growing cities in Punjab and
contributing to major revenue generation of the state as with one of the largest sports industry in
India as it is widely known as ‘City of Sports’. Jalandhar has been selected in the second phase of
the ‘Smart City Project’ and 200 Crores have been allocated to the municipal corporation for
initializing the project and industries situated in the city is providing livelihood to number of
people.
 Digital Banking Platform
“LEVERAGING DIGITAL CHANNELS FOR ENHANCING CUSTOMER
EXPERIENCE.”
Overview:
The report gives an overview of the banking sector and company profile, Awareness of customers
about digital migration and digital channel platform usability and areas of improvements to
enhance customer experience and analysis of Micro market to grab the opportunities, focusing to
eradicate gap between urban and rural areas in-order to expand the bank services connecting with
major cities to spread across the globe.
ICICI Bank provides many services which includes saving and current accounts, deposits,
insurance, Mutual funds, demat account, Debit and credit cards, Loans and Forex services etc

Problem Statement:
To measure the status of customers perception towards digital channel platform usability,
satisfaction level, product awareness, preferences and usage rate of digital banking.

1.2 Research Objective:

Every study must have an objective for which all the efforts have been done. based on objective
all the research process is followed. The objective of the study gives direction to go through the
research problem.
I have objectives regarding my research project. These are shown below as:
1.To find customers awareness on banking digital channels.
2. To find customer satisfaction on internet banking.
3.To find customer experience on internet banking.
4. To find factors influencing internet banking.
 1.3 NEED AND SCOPE OF THE STUDY

Brief Report (STI) Summer Training Internship:

Name of the company: ICICI Bank Ltd.
Place: Work from Home (Due to Pandemic COVID-19).
Duration: 45 Days
Title of STI Project Report: “Micro Market Analysis and Leveraging Digital
Channels For Enhancing Customer Experience”

Learning Outcomes:
• I was able to link learned theory in classroom like Principals of Management in knowing the rules and
regulations of banking system, Laws MOA’s and AOA’s.
• Human Resource Management in function of HR System in Organizations.
• Financial subject in almost every activity I made.
• Communication is which helped me in all ways.
• Marketing is irrespective of job profile every person must do marketing.
• Managing of personal and Professional time.
• And, Handling the situations which are uncertain.
• I understood that, first we should understand the customer objective, then we have to create need based
plan in order to achieve those objective and suggest the best products which will suits for his needs.
• I understood various financial products offered by ICICI Bank, and gained knowledge on Current and
Savings Accounts, Deposits, Life Insurance, Mutual funds, Various loans, Credit cards, Health and
General Insurance, and other banking and non-banking financial products.
• Understood the work culture and learnt some new terminologies where frequently using in banking
industry.
Own SWOT Analysis:
Strengths:
• Communication with my friends, family, acquaintances peoples, and neighbour’s has improved.
• I was able to build good rapport with customers.
• I was able to quickly learn on various banking products and services.
Weakness:
• Should improve in technical skills.
• Improve on time management.
Opportunities:
• Learn more about financial products and services.
• Must utilise available resources fully.

NEED OF THE STUDY

This micro market study and leveraging digital channels for enhancing customer experience helps
ICICI Bank to assess the emerging business in Jalandhar region which is in an urban town.
Businesses need a bank account, Fixed deposit account, credit card and many more to mobilize
their savings.
Also, the economy operations will be enhanced with money changing from one hand to the other.
Therefore, banks play a major part from this aspect. Hence, micro market analysis will help the
bank to indentification of key areas in the business.

SCOPE OF THE STUDY

The scope of the present study is :
To indentify the market opportunities in Jalandhar in Punjab region for the time period of 45 days
Since the summer training internship was of 45 days long.

1.4 Research Methodology:

Research methodology is a process used to collect information and data for the purpose of
making business decisions. The methodology many include publication research, interviews,
surveys and other research techniques, and could include both present and historical information.
Research Design:
A research design is a systematic approach that a researcher uses to conduct a scientific study.
is the overall synchronization of identified components and data resulting in a plausible
outcome.

Source of Data:
Primary data is the data which is collected through personal contacts.
• Through personal contacts: In personal interaction ask questions via Phone call and
• possible face-to-face contacts to other persons.
(Due to COVID-19, I have done face-to-face interactions within my family,
relatives, friends, and acquaintance neighbours. I faced a difficulty in collecting
the data and I put all the efforts to collect the data.
Secondary data is the data which are available in the form of facts and figures. The source of
secondary data is:
Websites, Magazines, Articles.

Data Collection Method:

For data collection I have used questionnaires. In personal interaction questions were asked vis
phone call. This work is carried out through self -administrated questionnaires which I’ve asked
through data analysis further in the report itself. The questions included were asked from people,
acquaintances, and personal contacts over the phone calls virtually and personally face to face
contacts of family due to uncertain circumstances of COVID -19 pandemic and the questions asked
from people over phone calls were dichotomous and multiple choices.
 1.5 LIMITATIONS OF THE STUDY
▪ There were challenges which acted as limitations/ drawbacks during the research project
given or the study that is one of the prominent limitations were the Covid -19 pandemic.
Thus, most of the limitations of the study occurred due to the one of the most prominent
drawbacks i.e. Covid-19 pandemic. As a result only personal interactions were possible
only via phone call or in virtual mode which involves incapability of building up interest
of the person (with whom interaction was being done). Moreover, availability and
connectivity issues are too involved.
▪ Banking being the prominent need of people these days, every person out there had
already chosen the bank for their banking needs and their hardly talk of further
requirement of banking needs in some other bank other than most of their chosen bank
Hence, majority of them having their chosen banks were public sector banks.
▪ Customers complained that during trading for every single trade he has to login and logout
and that takes a lot of time.
▪ Suggestions from customers that the application is taking time to move from page to page
and that is to be improved.
▪ Minimum balance in the account is too much and many backed off and because of that
and more number of customers might increase if it is reduced.
▪ People were insecure regarding trusting on digital channels for their banking transactions
Because of the series of past records of the frauds happened in ICICI . Hence, they were
least interested in the interaction and conversation.
▪ Due to pandemic circumstance all the interactions and conversations were in virtual mode
i.e. over the phone calls etc which made the people least interested since having face to
face conversations and physically meeting people in persons creates a major impact as
the one is able to know the body language of person and his or her attentiv ity towards us,
most importantly it does have a huge impact when one talks personally to another.
▪ As restrictions were imposed by the government for safety and security of the people and
nobody was allowed to move out unless it was evidently urgent. Moreov er there was
tensed and horrid circumstances as people were dying in great numbers which directly and
indirectly did had a great impact upon carrying out study and research project in all of
these helpless situations.
▪ Self hesitation was there while interacting with customers or people as thoughts which
provoked were how to initiate the conversation as well as people tend to avoid exposure
and implementation of new products especially from private sector since huge cost is
involved with service taxes for the services provided by them in comparison to public
sector. Eventually people were not ready to avail the private sector services therefore they
usually avoid the conversation and moreover as a advantage to them being on a phone they
used to end the conversation they were interested by disconnecting the call.
 CHAPTER 2
COMPANY
AND
INDUSTRY PROFILE
 COMPANY AND INDUSTRY PROFILE

ORGANIZATION INFORMATION

OVERVIEW:

ICICI Group 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 group of companies and
subsidiaries in the areas of personal banking, investment banking, life and general insurance, venture
capital and asset management. With a strong customer focus, the ICICI Group Companies have
maintained and enhanced their leadership positions across.

ICICI Bank is India's largest private sector bank with total assets of Rs. 1,377,292 Crore at March 31,
2020 and profit after tax Rs. 7,930.81 Crore and Core Operating Profit is Rs.268.08 Crore for the
financial year ended March 31,2020. ICICI Bank was originally promoted in 1994 by ICICI Limited,
an Indian financial institution, and was its wholly owned subsidiary. ICICI Bank currently has a
network of 5,324 Branches and 15,688 ATM's across India. ICICI was formed in 1955 at the initiative
of the World Bank, the Government of India and representatives of Indian industry. Currently ICICI
Bank is having its global presence with 13 Countries in the world.
• ICICI Bank is known as “Industrial Credit and Investment Corporatio n of India Limited”.
a man with a mission it was Mr. A. Ramaswami Mudaliar elected as the first chairman of
ICICI Limited.
• It has 99,319 employees as on 31 st March 2020. and has its global presence in 13 Countries.
• ICICI Bank is the largest private sector bank in India in terms of assets and market
capitalisation.
• In 1955, ICICI Ltd. Was incorporated on 5 th January as Public Ltd. Co. under the Indian
Companies Act, 1913. And Subsequently renamed ICICI Ltd. With effect from September
11, 1998.
• In 1956, ICICI declared its first dividend of 3.5%.
• In 1958, Mr. G. L. Mehta appointed as the second Chairman of ICICI Limited.
• In 1967, ICICI made its first debenture issue for Rs.6 Crore, which was oversubscribed.
• In 1969, The first two regional offices in Calcutta and Madras set up.
• In 1977, ICICI Sponsored the formation of Housing Development Finance Corporation.
Managed its first equity public issue.
• In 1982, ICICI became the first ever Indian borrower to raise European Currency Units.

• In 1988, Promoted TDICI (Technology Development and Information Company of India) –

India’s first venture capital company.
• In 1991, Overall Indian Economy liberalized. (LPG) Liberalisation, Globalisation and
Privatisation. By Prime Minister P.V Narasimha Rao and Finance Minister Mr. Manmohan
Singh.
• ICICI Bank, HDFC Bank and UTI are the only three banks who are having license at the time
of Economy liberalisation.
• In 1993, ICICI Securities and finance company limited joint venture with J.P Morgan set up,
ICICI Asset Management Company setup.
• In 1994, ICICI Established Banking Corporation as a banking subsidiary. Formerly Industrial
Credit and Investment Corporation of India. Later ICICI Banking Corporation was renamed
as ICICI Bank Ltd. ICICI founded a separate legal entity, ICICI Bank to undertake normal
banking operations.
• In 1995, As on March 31st, 2,54,68,750 No. of Equity Shares of Rs 100/- each were converted
into 25,46,87,500 No. of Equity Shares of Rs 10/- each.
• In 1996, ICICI Ltd. Became the first company in the Indian financial sector to raise GDR
(Global depositary Receipt). The bank has introduced a performance - linked incentive scheme
for motivating employees at all levels to produce their best for the corporation. ICICI Ltd. A
diversified financial institution with headquarters in Mumbai.
• In 1997, 9,57,00,000 No. of Equity shares allotted as fully paid up during the year ended
March 31 st, represented by Global Depositary Receipts through on International offering in
US dollars. And ITC Classic Finance (Est.1986) acquired by ICICI Bank Ltd.
• In 1998, Introduced the new logo symbolizing a common corporate identify for the ICICI
Group. ICICI announced takeover of Angaram Finance.
• In 1999, ICICI launched retail finance. Car Loan, Home Loan and Loans for consumer
durables. ICICI becomes the first Indian Company to list on the NYSE through an issue of
American Depositary shares.
• In 2000, ICICI Bank become the first commercial bank from India to list its stock on NYSE.
• In 2001, ICICI Acquired Bank of Madura (Est. 1943). And Chettinad Mercantile Bank (Est.
1933), Illanji Bank (Est. 1904). In October 2001, the Board of Directors of 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 Limited, with ICICI Bank.
• In 2002, ICICI Started its international expansion by operating representative offices in New
York and London. And 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 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.
• In 2003, ICICI Bank Canada was established as a schedule II (foreign-owned or controlled)
bank. And The first Integrated Currency Management Centre launched in Pune. ICICI Bank
announced the setting up of its first ever offshore branch in Singapore.
• In 2004, Mobile banking services in India launched in association with Reliance Infocomm.
India’s first Multi-branded credit card with HPCL and Airtel launched. Kisan Loan Card
and innovative low-cost ATM’s in rural India launched.
• ICICI Bank and CNBC TV18 announced India’s first ever awards recognizing the
achievement of SMEs, a pioneering initiative to encourage the contribution of Small and
Medium Enterprises to the growth of Indian economy.
• In 2005, First rural branch and ATM launched in Uttar Pradesh at Delpandarwa, Hardoi.
“Free for Life” Credit Card launched wherein annual fees of all ICICI Bank Credit Cards
were waived off. ICICI Bank and Visa jointly launched a revolutionary Credit card.
• ICICI acquired Investitsionno-Kreditny Bank (IKB), a Russia bank with about US$4mn
in asset head office in Balabanovo in the Kaluga region and with a branch in Moscow.
ICICI renamed the bank ICICI Bank Eurasia. Also, ICICI established a branch in Dubai
international Financial Centre and in Hongkong. ICICI Became the largest bank in India
in terms of its market capitalization.
• In 2006, ICICI Bank become the first Indian bank to issue hybrid Tier-1perpetual debt in
the international markets. ICICI Bank subsidiary set up in Russia. Representative offices
opened in Thailand, Indonesia and Malaysia. ICICI Bank UK opened a branch in Antwerp
in Belgium.
• Introduced a new product ‘NRI Smart Save Deposits’ a unique fixed deposit scheme for
non-resident Indians. ICICI Bank became the largest retail player in the market to
introduce a biometric enabled smart card that allow banking transactions to be conducted
on the field. And In 2006, Bhoomi puja conducted for a regional hub in Hyderabad,
Andhra Pradesh (Now it is divided as Separate state Called Telangana).
• In 2007, ICICI Bank’s USD $2 billion 3-tranche international bond offering was the
largest bond offered by an Indian Bank. ICICI amalgamated Sangli Bank (Est.1916),
which was headquartered in Sangli in Maharashtra state which had 158 branches in
Maharashtra and another 31 in Karnataka state. With respect to the international sphere,
ICICI also received permission from the government of Qatar to open branch in Doha.
Also, ICICI Bank Eurasia opened a second branch in St.petersburg.
• In a first of its kind, national wide initiative to attract bright graduate students to pursue a
career in banking. ICICI Bank launched the “Probationary officer programme”.
• In 2008, ICICI Bank entered United states. The US Federal Reserve p ermitted ICICI to
convert its representative office in New York into a branch. ICICI Bank entered in
Germany. Following the 2008 financial crisis, customers rushed to ICICI ATMs and
branches in some locations due to rumours of an adverse financial position of ICICI Bank.
The Reserve Bank of India issued a clarification
on the financial strength of ICICI Bank to dispute the rumours.
• ICICI Bank launched iMobile App. a breakthrough innovation in banking where
practically all internet banking transactions can now be simply done on mobile phones.
• In 2009, ICICI Bank Board appoints Mr. K. V. Kamath as non-executive chairman and
Ms. Chanda Kochhar as Managing Director and CEO. ICIC Bank ties up with BSNL Cell
one for bill payments. It will facilitate bill payment for BSNL cell one users through
www.icicibank.com across all the 27 circles of BSNL.
• In 2010, ICICI Bank acquired The Bank of Rajasthan for 30 billion. And ICICI₹ Bank is
the first private sector bank to inaugurate its 2000 Branch.
• In 2011, ICICI Bank and Indian Army sign MoU for banking services. And ICICI Bank
opens Second Retail Branch in Singapore.
• In 2012, ICICI Bank open its second branch in Hongkong. ICICI Bank roll out 25
electronic branches and launches many next generation banking solutions. ICICI Bank
was the first private sector bank in India to offer PPF account facility at all bank branches.
ICICI Bank receives approval from RBI to set up an Infrastructure Debt fund. It is the first
debt fund to get governments go ahead.
• Among the first bank to introduce account portability and also the only bank to offer
portability on two additional channels – Internet banking and Phone banking.
• In 2013, ICICI Bank organise ‘Kisan Sampark programme’ in Punjab and Haryana . ICICI
Bank launches 159 Gramin branches across in India.
• In 2014, ICICI Bank launches tax collection services. And also launches Student Travel
cards, redesigned website to enhance customer experience.
• In 2015, ICICI Bank launched fully automated digital locker facility. And a mobile
phonebased product that offers a slew of new-age services. ICICI Bank inaugurates its
4000 th bank branch.
• In 2016, ICICI Bank crosses Rs 1 lakh Crore mortgage lending milestone. And ICICI
Bank enters South Africa, opens branch in Johannesburg. ICICI Bank launches
iWork@Home for women employees.
• In 2017, ICICI Bank recognized as ‘The Best Foreign Exchange Provider in India’ by
global France magazine. ICICI Bank was recognised by The Ministry of Rural
Development, Govt of India. For the funding provided to self Help Groups across rural
India.
• In 2018, ICICI Bank extended cumulative loans nearly worth Rs 4,300 Cro re to over 1.3
Lakh Through Self Help Groups (SHG) programme. The bank has been awarded the first
prize among ‘Private Sector Commercial Bank’ by NABARD for Excellence in
Performance. On 4 th of October Ms. Chanda Kochhar MD and CEO of ICICI Bank stepped
down from her position because of allegations.
• On October 15 th, 2018. Mr. Sandeep Bakhshi has appointed as Managing Director and
CEO of ICICI Bank. Prior to his appointment as MD and CEO, He was a whole time
 Director and the Chief Operating Officer with ICICI Bank and CEO with ICICI Prudential
Life Insurance.
• In 2019, ICICI Bank offers instant approval for Two and Four-wheeler loans to million
customers. And introduces instant and paperless Home loan approval of up to Rs 1 Crore.
ICICI Bank Contributes Rs 10 Crore towards Odisha cyclone relief.
• ICICI Bank Crosses milestone of issuing 2 million FASTag, Highest in India. And
launches ‘InstaBIZ’ India’s first most comprehensive digital banking platform for
MSMEs.
• In 2020, ICICI Bank Operating profit stood at 28,101.28 Crore. ICICI Group₹ committed
₹1.00 billion to support nations fight against COVID-19 and 800.0 million committed₹ to
the PM Cares Fund. As on 31 st March 2020 Average CASA Ratio stood at 42.3%. i.e. 17.1
per cent y-o-y growth in average CA and 11,0% y-o-y growth in average SA in FY 2020.
• Mr. Sandeep Bakhshi is Current Managing Director and CEO of ICICI Bank.
• Stock details:
NSE: ICICIBANK, BSE:532174
Stock listed date: 06-July-2007
Share price: Rs.360.80 (As on 03 rd July,2020)

A joint venture between ICICI Bank, a premier financial powerhouse, and prudentially, a leading
international financial services group headquartered in the United Kingdom. ICICI Prudential Life
was amongst the first private sector insurance companies to begin operations in
December 2000 after receiving approval from Insurance Regulatory Development Authority
(IRDA). ICICI Prudential Life's capital stands at Rs 10.69 billion (PAT) (as of March 31, 2020). with
ICICI Bank, ICICI Prudential Life is holding 51.40 per cent stake respectively. For the financial year
2020, the company has garnered total premium of Rs 16.05 billion. The company has assets under
management of over Rs. 1,529.68 billion as on March 31, 2020.
• Mr. N.S. Kannan is Current Managing Director and CEO of ICICI Prudential Life Insurance Ltd.
• Stock details:
NSE: ICICIPRULI, BSE: 540133
 Stock listed date: 29-Sep-2016
Share price: Rs.433.70 (As on 03 rd July,2020)

A joint venture between ICICI Bank Limited, and Fairfax Financial Holdings Limited, a Canada based
USD 37 billion diversified financial services company engaged in general insurance, reinsurance,
insurance claims management and investment management. It is the largest private sector general
insurance company in India with a Gross Written Premium (GWP) of Rs 147.89 billion for the year
ended March 31, 2020 The company issued over 26.5 million policies and settled over 1.6 million
claims as on March 31, 2020.

• Mr. Bhargav Dasgupta is Current Managing Director and CEO of ICICI Lombard General
Insurance Ltd.
• Stock details:
NSE: ICICIGI, BSE: 540716
Stock listed date: 26-Sep-2017
Share price: Rs.1276.10 (As on 03 rd July,2020)

It is a leading asset management company with average asset under management of Rs350634.37 Cr
350634.37 Cr band a market share (mutual fund) over 40,00,000+ Investors as on March31, 2020. It
manages a comprehensive range of mutual fund schemes and portfolio management services to meet
the varying investment needs of its investor’s through 182 branches and 278 CAMS (Computer age
management services) official point of transaction acceptance spread across the country.
• Mr. Nimesh shah is Current Managing Director and CEO of ICICI Prudential Asset Management
Company Ltd.
• Stock details:
NSE: ICICIB22, BSE: 540787
Stock listed date: 04-Aug-2017

Share price: Rs.25.93 (As on 03 rd July,2020)

ICICI Securities Ltd. (I- Sec) is a subsidiary of ICICI

Bank Ltd. The company begun its operation in May 1995
and continues to grow its operation through expanding its
client base and providing different types of services. The retail equity business primarily
consists of services like equities trading, equity derivatives, currency derivatives, ETFs and
overseas securities. ICICI Securities total assets of Rs.1,377,292 Crore as on 31 st March 2020
and profit after tax (PAT) Rs.5,367.1 Crore for the financial year ended March 31,2020.
• Mr. Vijay Chandok is current Managing Director and CEO of ICICI Securities Ltd.
• Stock details:
NSE: ISEC, BSE: 541179
Stock listed date: 04-Apr-2018
Share price: Rs.492.45 (As on 03 rd July,2020)

ICICI Securities Primary Dealership Limited provides financial services. The company focus on
interest rate product and services, Institutional sales, fixed income, money market, trading,
resources mobilisation, debt market research, and portfolio management. ICICI Securities Primary
Dealership Limited is wholly owned subsidiary of ICICI Bank Ltd. With strong financial linkage
and management support. ICICI Securities Primary Dealership Ltd. with total profit after tax Rs.
3.31 Crore for the financial year ended March 31,2020.
▪ Mr. Shailendra Jhingan is current Managing Director and CEO of ICICI Securities Primary
Dealership Ltd.
ICICI Venture is one of India’s oldest, largest and most diversified alternative asset managers
with a historical AUM/AUA since 2002 of over USD$ 4.25
billion across 4 business verticals. It has been a pioneer in
the Indian alternative asset industry since its establishment in
1988, have manged several funds across various asset classes
over multiple economy cycles. ICICI Venture is a wholly owned subsidiary of ICICI Bank Ltd.
ICICI Venture Ltd With total profit after tax Rs. 0.13 Crore for the financial year ended March
31,2020.
▪ Mr. Prashant purker is current Managing Director and CEO if ICICI Venture Ltd.

ICICI Home Finance Company Ltd. (ICICI HFC) is a Housing Finance Company regulated by
Reserve Bank of India (RBI) and is wholly owned subsidiary of ICICI Bank Ltd. A part of the 65
years old ICICI Group, the vision of ICICI Home Finance is to make the dream of owning a new
home come true, for millions of Indians. The primary business of the company is to provide a
range of Home loans and home improvements loans, office premises loans, home equity lo ans,
loan against property to customers and construction finance to developers. ICICI Home Finance
Ltd. with total profit after tax Rs. 0.00 3 Crore for the financial year ended March 31,2020.
▪ Mr. Anirudh Kamani is current Managing Director and CEO of ICICI Home Finance
Company Ltd.

ICICI Bank UK Ltd. was incorporated in England and wales on February 11, 2003, as a private
company with the name ICICI Bank UK Ltd. The Bank is wholly owned subsidiary of ICICI
Bank Ltd. Presently the bank has several branches in the UK, one each in Birmingham, East Ham,
Harrow, London, Manchester, Southall and Wembley. ICICI Bank UK Ltd. Offers products and
services such as a current account, savings account, remittance to India, safe deposit box, NRI
services, business banking, foreign exchange services, commercial real estate and corporate
banking. In 2019, ICICI Bank UK launched an instant account opening facility through its iMobile
app. ICICI Bank UK Ltd. with total profit after tax USD$ 23.3 million for the financial year ended
March 31,2020.
▪ Mr. Loknath Mishra is current Managing Director and CEO of ICICI Bank UK Ltd.

ICICI Bank Canada is wholly owned subsidiary of ICICI Bank Ltd. ICICI Bank Canada’s corporate
office is in Toronto. Established in December 2003.It is governed by Canada’s Bank
Act and operates under the supervision of the office of the Superintendent of Financial
Institutions. The bank has several branches in Canada. ICICI Bank Canada Ltd. with total profit
after tax CAD$ 14.6 million for the financial year ended March 31,2020.
▪ Mr. Sandeep Goel is the current Managing Director and CEO of ICICI Bank Canada.
ICICI Bank Ltd. Own Words:
Vision:
“To be the leading provider of financial services in India and a major global bank”.

Mission:
ICICI Bank will leverage our people, technology, speed and financial capital to:
• Be the banker of the first choice for our customers by delivering high quality, word -class
products and services.
• Delivering products and services that create value for customers.
• Bringing together all our capabilities to seamlessly meet customer needs.
• Expand the frontiers of our business globally.
• Play a proactive role in the full realization of India’s potential.
• Maintain high standard of governance and ethics.
• Contribute positively to the various countries and markets in which we operate.
• Create value for stake holders.

Board Members:
Mr. Girish Chandra Chaturvedi (Non-Executive Chairman)
Mr. Hari L Mundra (Independent Director)
Mr. Lalit kumar Chandel (Govt nominee Director)
Mr. S Madhavan (Independent Director)
Ms. Neelam Dhawan (Independent Director)
Mr. Radha Krishna Nair (Independent
Director) Ms. Rama Bijapurkar (Independent
Director) Mr. B Sriram (Independent Director)
Mr. Uday Chitale (Independent Director
 EXECUTIVE DIRECTORS

Mr. Sandeep Bakshi

(Managing Director & CEO)

Mr. Anup Bagchi Ms. Vishakha Mulye

(Executive Director) (Executive Director)
 AWARDS AND ACHIEVEMENTS
• ICICI Bank has emerged as the most trusted brand among private sector banks, according to a survey
by the Economic Times Brand Equity. This is the fifth time in a trot that the Bank has topped ET's list
of the most trusted brands among private sector banks.
• ICICI Bank has been adjudged the 'Best Company to Work For' by Business Today magazine in the
Banking, Financial Services and Insurance (BFSI) sector. This is the fourth year in a row that the Bank
has received this accolade. The Bank stood at the fourth position in the overall list of top 25 companies.
• ICICI Bank has been adjudged as the ‘Best Bank in Innovation’ at the recently concluded Business
Today-Money Today Financial Awards 2020. The Bank was recognised as the winner for InstaBIZ,
an industry-first initiative which is a comprehensive digital platform curated specifically for MSME
and self-employed customers.
• ICICI Bank was awarded by the National Bank for Agricultural and Rural Development (NABARD)
at the Gujarat State Focus Paper 2020-2021 event. The Bank won the award in the 'Best Bank Under
SHG Bank Linkage Best Bank Category'. The Bank won the award for its work done to support
women beneficiaries through its programme for Self Help Groups and also for facilitating credit
linkages for relevant groups.
• ICICI Bank won three awards at the IBA Banking Technology Awards 2020. The Bank was declared
winner in two categories namely 'Best Use of Data & Analytics for Business Outcome' and 'Most
Innovative Product Using Technology' while it was adjudged runner up in the 'Best Payment
Initiatives' category.
• ICICI Bank has won six awards at ‘The Asset Triple A Digital Awards 2020’. This is the highest
number of awards among all Banks in India. The Bank was declared winner in the following categories
for the India region-‘Digital Bank of the Year’, ‘Best Retail Mobile
Banking Experience’, ‘Best Digital Wealth Management Experience’, ‘Best ATM Project’, ‘Best Data
Analytics Project’ and ‘Best Digital Upgrade’.
• ICICI Bank won the Bronze Medal in the ‘CSR & Not-for-Profit (beyond metro)’ category at The
India PR & Corporate Communications Awards 2019. The Bank won this award f or the skilling
initiatives undertaken through ICICI Foundation for Inclusive Growth that help the less -privileged
youth in rural and urban areas by enabling them to earn sustainable livelihoods.
 BUSINESS SEGMENT OVERVIEW
ICICI offers a wide range of commercial and transactional banking services and treasury products
To wholesale and retail customers. The bank business segments are :

Wholesale Banking:
This banking group largely deals with the government, corporate India and is involved in
various projects across a wide spectrum of industries. The Bank's target market ranges from
large, blue-chip manufacturing companies in the Indian corporate to small & mid -sized
corporate and Agri-based businesses. For these customers, the Bank provides a wide range of
commercial and transactional banking services, including working capital finance, trade
services, transactional services, cash management, etc.
The bank is also a leading provider of structured solutions, which combine cash management
services with vendor and distributor finance for facilitating superior supply chain
management for its corporate customers. Based on its superior product delivery / service
levels and strong customer orientation, the Bank has made significant inroads into the banking
consortia of several leading Indian corporate including multinationals, companies from the
domestic business houses and prime public sector companies.
It is recognized as a leading provider of cash management and transactional banking solutions
to corporate customers, mutual funds, stock exchange members and banks.

Retail Banking:
This group is a product of our technologically proactive adoption internet banking in the late 1990s.
Over the years, the ‘customer first’ approach has propelled us into Mobile Banking, Electronic
Branches and the recently launched Tab Banking.
This group adheres to the changing preferences and needs of customers with respect to
maintaining and developing their savings account and managing their current accounts.

(Retail Liabilities Group). The pool then gets deployed through Home Loans, Personal Loans and
Auto Loans for its customers.
Having adopted an organizational model helps us focus on product development and dedicate ourselves
to service, which helps strengthen our bond with our customers. It also helps achieve market leadership
in various product segments.

 Privilege Banking
 Wealth Management
 Salary Accounts
 Trusts, Associations, Societies & Clubs (TASC) SME Finances:
ICICI Bank provides a wide range of SME Banking products to meet your working capital needs and
to set up a new industrial unit or expand business. SME finance is the funding of small and medium-
sized enterprises and represents a major function of the general business finance market in which capital
for different types of firms are supplied, acquired, and costed or priced.
Capital is supplied through the business finance market in the form of bank loans and overdrafts; leasing
and hire-purchase arrangements; equity/corporate bond issues; venture capital or private equity asset
based finance such as factoring and invoice discounting, and government funding in the form of grants
or loans.

International Banking Group:

ICICI Bank’s International Financial Institutions Group (“IFIG”) is responsible for maintaining
relationship with the correspondent banks based outside India and aims to be the ‘Partner of Choice’ for
every global bank’s banking requirement in India.
IFIG is backed by dedicated Relationship team for various geographies, product, Fx resource, credit and
compliance. The group works closely and focuses on providing multiple solutions in International trade
and payments, treasury and liquidity. It effectively offers products such as:
• Export Letter of Credits: Advising, Confirmation, Discounting, etc.
• Trade Credits: Buyer’s credit, Supplier’s credit, Reimbursement financing, etc.
• Bank Guarantees: Inward guarantees, Outward guarantees, SBLC, etc.
• Standby Letter of Credit backed facilities to corporate clients.
• Structured Trade Finance: Import financing, Multilateral backed transactions, etc.
• Asian Clearing Union (ACU) payments and USD payment services for relationship banks.
And Trade Asset Management.
Transactional Banking Group:
The Bank delivers world class banking services to financial sector clients. Technologically
advanced, Convenient and prompt banking services are integral to any business. ICICI Bank
delivers world-class banking services to the financial sector. For anytime, anywhere banking
to comprehensive collection and payment service network. It effectively involves in the areas
such as:
• General Banking.
• Global Trade Services.
• Cash Management Services.
• Corporate Internet Banking.
• Corporate Cards.

Market Group:
ICICI Bank offers innovative FX services and products to its clients, based on their unique
requirements. It incorporates the best practices followed globally and leverage technology to deliver
bespoke solutions and a user-friendly experience.
The bank has main product areas - Foreign Exchange and Derivatives, Local Currency Money
Market & Debt Securities, and Equities.
Pricing on various treasury products are provided through the bank's Treasury team. To
comply with statutory reserve requirements, the bank is required to hold 25% of its deposits
in government securities.
The Treasury business is responsible for managing the returns and market risk on this investment
portfolio. ICICI Global market Group effectively involves in the areas such as:
• Forex Desk.
• Derivative Desk.
• Bond Desk.
• Remittances through FX Channels.
• Treasury Research.
Technology, data science and analytics Group:
ICICI Bank India’s largest private bank, is gearing up for a digital future with Artificial
Intelligence-infused chat bots to act as quasi-bankers, software bots that can even do remittances
and help with making loan choices, and blockchain technology to make banking more robust and
secure.
The automation team at ICICI Bank has 60 developers (30-35 full time with the bank and the rest are
at vendor locations), who work on RPA and other kinds of automation like bots, AI, ML and physical
bots. The same set of developers work on RPA for across functions like treasury, trade, retail,
corporate, international operations, etc.

Introduction to Finance, Marketing, Human Resource and Product Departments:

Finance Department:
Finance department is responsible for management of the organization’s cash flow and
ensuring there are enough funds available to meet the day-to-day payment. Finance also
encompass the credit and collection policies for organization. It helps to forecast the future
needs of expenses & income.
To advise day-to-day need of working capital and sourcing of long-term finance.
To evaluate the cash flow and performance by reading balance sheet and profit & loss statement.

Marketing Department:
Marketing department plays vital role in promoting business and mission of an organization.
It is the marketing department’s job to reach out to customers, investors or community,
while creating an overarching image that represent your company in a positive light.
According to Philip Kotler,” Marketing s human activity directed at satisfying needs and wants
through exchange process.”
Marketing is an important social economic activity. It is essential activity for satisfaction of
wants and for raising social welfare. Marketing links products and customer together for
mutual benefits.
Marketing of banking is concern with product, place, price and promotion decision in the
changing, socio-economic and business environment. It means right activities and programs
at right place, @right time, @right price with right communication and promotion. The bank
deals customer directly. The bank marketing activities are concern with the designing of
product strategies keeping in view the needs and requirement of prospect.
 Purpose of Banking Marketing:
• Identify most profitable now and in future.
• Assessing the present and future needs of customer.
• Setting business development goals and making plans to meet them based on ICICI Bank Market
Business Strategy.
• Maintain good relationship with customers is the main and primary purpose of objective by the
bank.
ICICI Bank benchmarking themselves against international standards and best practices
in terms of product offerings, technology, service levels, risk management and audit &
compliance.
The objective is to build sound customer franchises across distinct bu sinesses so as to be
a preferred provider of banking services for target retail and wholesale customer
segments, and to achieve a healthy growth in profitability, consistent with the Bank's risk
appetite. Bank is committed to do this while ensuring the highest levels of ethical
standards, corporate governance and regulatory compliance. Continue to develop new
product and technology is the main business strategy of the bank.

ICICI Bank Market Strategy Emphasizes the following:

• Increase market share in India’s expanding banking and financial services industry by following a
disciplined growth strategy focusing on quality and not on quantity and delivering high quality
customer service.
• Leverage our technology platform and open scalable systems to delive r more products to more
customers and to control operating costs.
• Maintain current high standards for asset quality through disciplined credit risk management.
• Develop innovative products and services that attract the targeted customers and address ineffic iencies
in the Indian financial sector.
• Continue to develop products and services that reduce bank’s cost of funds.
• Focus on high earnings growth with low volatility.
Initiatives taken by ICICI Bank:
➢ ICICI embarked on a data-led marketing analytics campaigns , using marketing automation technology
provided by Ogilvy.
➢ ICICI Bank has been using direct mailers, e-mails, and SMS for communicating to target audience as
they are the most cost-effective routes of addressing core target audiences.
➢ ICICI Bank has also taken media base marketing and on-the-ground marketing activities.

Human Resource Department:

Human resources overall purpose is to ensure that the organization is able to achieve success
through people. HR professionals manage the human capital of an organization and focus on
implementing policies and processes. They can specialize in recruiting, training, employee-
relations or benefits. Recruiting specialists find and hire top talent.
Training and development professionals ensure that employees are trained and have continuous
development. This is done through training programs, performance evaluations and reward programs.
Employee relations deals with concerns of employees when policies are broken, such as in cases
involving harassment or discrimination.

HR IN BANKING:
The banking industry is a highly regulated powerhouse that stabilizes the eco nomic
environment of nations around the world. Banks store sensitive, personal information about
their clients, and commercial banks often house more valuable inventory -cash than other retail
operations. Bank employees, from executives to tellers, must have a higher level of integrity
and trustworthiness than employees in most other industries, making the role of HR in banking
that much more important.

1. Applicant Screening:
Certain jobs do not really require a thorough background check, but any job in a bank does.
Human resource departments in banks must go the extra mile to uncover the criminal and
financial history of job applicants, for the safety of their clients and their organization. Banks
are highly unlikely to hire candidates with financial fraud on their records, for example, due to
the sheer weight of temptation a position in a bank would place on someone with that kind of
history.
2. Bank Security:
Human resources departments must design and monitor work processes to reduce
opportunities for internal theft and collusion. HR policies separate cash receiving, storage,
processing and disbursement, and record all activities via video surveillance. If an employee
attempts to steal from a bank, the HR department must handle the legal paperwork and
administrative processes required by court proceedings.

3. Pay Decisions:
As with other industries, HR professionals in banks have a hand in making decisions for pay
raises and promotions. Bank workforces are unique in that they often have two methods of
paying employees: salaries for back-office and other personnel, and commissions for sales
employees. Promotion decisions for salespeople selling loans and other financial products
differ from decisions to promote administrative staff. Banks' HR departments must manage
both equitably and strategically to develop the workforce.

4. Executive Recruitment:
The banking industry is highly competitive, and banks constantly navigate a legal minefield
that can devastate companies that step out of line. Finding the right executives is crucial in any
industry, but especially one in which competition is so fierce and legal compliance so
important. Human resources professionals in banks
must go the extra mile to recruit the best executive talent in the banking field, allowing their
organizations to thrive and grow into the future. Human resources departments in corporations
must gain approval of the board of directors before bringing someone in to fill an executive
spot, as well.

HR Policies of ICICI Bank:

• ICICI believe that our employees are our most Valuable asset. Make an effort to develop the
abilities and productivity of our staff. We encourage a work culture, foster relationship with
them at every level in the organization. and make them to express their views and share their
ideas to bring about improvements in the organization towards the achievement of the
common goal described in bank vision and mission statements.
• ICICI bank employees take pride in their work as they are given due respect, and by b eing
empathetic and sensitive to each other’s needs. We could make every endeavour to foster a
productive culture throughout the Bank.
• The Bank is a team –focused organization that is characterized by Collaborative relationships
Approachable and open communications Courteous, efficient and effective services; and
Flexibility and fairness.
The main purpose of this policy is to ensure that the Human Resources values framework incorporates
four key principles.
1. Communication
2. Opportunity
3. Innovation
4. Individual

I) Communication:
• Bank’s management and staff will promote an environment where the principles of open
communication will be upheld. For the purpose of this policy, open communication encapsulates the
idea of mutual recognition a respect at all levels.
• Freedom to express one’s views and a commitment to resolving any interpersonal conflict;
• Promotion and development of two-way communication incorporating constructive feedback.
• Appropriate dissemination of dissemination of information.

II) Opportunity:
• Bank’s management and staff will promote a work environment that provides opportunity for
Improved work practices.
• Support of individuals in pursuit of personal and career growth and Encouragement of self
development by recognizing and using individual strengths.

III) Innovation:
 Bank’s management and staff will promote an environment to encourage initiative leading to
flexibility and growth. This philosophy will facilitate improved work practices, which meet
organizational needs through the challenging of preconceived ideas.
 IV) Individual:
 Bank’s management and staff acknowledge the importance of everyone’s contribution to the work of
the Bank by recognizing their qualities , strengths and abilities and sharing these across the Bank.

Roles and Responsibilities:

I. Board of Directors:
Board will endeavour to provide, direction and support to management and staff to attract,
retain ,motivate and develop quality staff in order to achieve the Bank’s goals, assistance to
management and staff to focus on the performance and productivity of individuals , teams and
workgroups whilst meeting the Bank’s objectives; remuneration under the current contract of
employment and other employment conditions consistent with legislative requirements.

II. HR Department:
HR Department is responsible for regular review and development of human resource
management practices periodic review of the work priorities to determine skill requirements
needed to meet the Bank’s strategic plan; determination of an organizational structure that will
facilitate and improve teamwork and appointment and promotion of staff on merit and to
ensure that treatment of all employees is fair and equitable.

III. Managers are responsible for:

providing development opportunities for staff that relate to performance in order to achieve
organizational and individual needs agreed performance standards for staff and assistance with
the achievement of identified goals regular review and improve where necessary, human
resource structures and processes in line with Board directions. This will facilitate best practice,
work flexibility and the ability to adapt quickly to changing needs constructive feedback with
an aim to improve work practices and relationships; and establishment and encouragement of
team development.

IV. Corporate Management:

Corporate Management is responsible for Counselling for career path development to the
respective employees. Provide necessary guidelines and directions to review and improve the
skills of the employees to the respective Managers. Providing coaching to the Managers to
enable them to understand the hidden talents of the employees.

Employees:
Employees are responsible for incorporation of the principles of this policy into their work
practices and to make themselves personally accountable for implementing the human resource
values framework use of initiative in relation to their own personal development utilization of
their individual strengths in improvement of work practices; achievement of organizational goals
through participation in the development plans, policies and procedures, adherence to all policies
,procedures, agreed code of conduct and standards; and assistance in the prevention of
discrimination and the promotion of equal opportunities when interacting with other employees.

Product department:
A product department is a group of functions with a business that is responsible for introduce the
best products to compete with others in order to fulfil targeted customer needs and achieve
market capitalization.
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 group companies.

Products and Services:

Personal Banking:
• Bank Accounts
• Deposits
• Loans
• Cards (Debit & Credit)
• Investments
• Insurance
• Demat Services
• Wealth Management
 NRI Banking:
• Money Transfer
• Bank Accounts
• Investments
• Property Solutions
• Insurance
• Loan
Business Banking:
• Corporate Net Banking
• Cash Management
• Trade Services
• FX Online
• SME Services
• Online Taxes
• Custodian Services

Interest Rates and Charges by Bank:

• On Domestic and Non-Resident (NRE/NRO) Savings Account. Interest will be paid quarterly in
March, June, September, and December. The applicable rates are:
Below Rs.50 Lakhs - 3.00 percent. Rs.50
Lakhs and above – 3.50 percent.
• On Fixed Deposits interest rate on Domestic, NRO and NRE deposits (Less than Rs.5 Crore.
For General 5.50 percent is highest with 5 years Maturity period.
For Senior Citizens 6.00 percent is highest with 5 years Maturity Period.
• On Recurring Deposits / iwish deposits.
For General 5.50 percent is above 3 years and up to 10 years. For
Senior citizens 6.30 percent is above 5 years up to 10 years.
• Interest on Two-Wheeler Loan 9.1 – 10.2 percent
• Interest on Four-wheeler Loan, up to 35 months 12.85 percent and 36 to 84 months
9.30 percent. For used car loan 14.25 percent.
• Interest on Personal Loan 11.25 – 22.00 percent.
• Interest on Home Loan linked to Bank Repo Rate (RR). ICICI Bank Repo Rate as is 4.00 percent.

For Salaried Borrower:

Up to Rs.35 Lakhs – RR+3.45% (7.45%) – RR+4.10% (8.10%)
Rs.35 Lakhs to Rs.75 Lakhs– RR+3.60% (7.60%) – RR+4.25% (8.25%)
Above Rs.75 Lakhs– RR+3.80% (7.80%) – RR+4.45% (8.45%)

For Self-Employed Borrower:

Up to Rs.35 Lakhs – RR+3.70% (7.70%) – RR+4.35% (8.35%)
Rs.35 Lakhs to Rs.75 Lakhs– RR+3.80% (7.80%) – RR+4.45% (8.45%)
Above Rs.75 Lakhs– RR+3.90% (7.90%) – RR+4.55% (8.55%), RBI
Policy Repo Rate is 4.00 percent.
• ICICI Bank External Benchmark Lending rate (I-EBLR) is 7.70 percent.

SWOT Analysis:
SWOT Stands - Strength, Weakness, Opportunities and Threats.
Strengths:
➢ ICICI Bank is the largest private sector bank in terms of assets and market share.
➢ Total assets of ICICI Bank is Rs. 1,377,292 Crore at March 31, 2020 and profit after tax Rs.
7,930.81 Crore for the financial year ended March 31,2020. And having its global presence in 13
Countries.
➢ One of the major strengths of ICICI Bank according to financial analysis is its strong and
transparent balance sheet.
➢ ICICI Bank has first mover advantage in many of the banking and financial services.
➢ ICICI Bank is the first bank in India to introduce complete mobile banking solution.
➢ The bank has PAN India presence of around 5,275 branches and 15,589 ATMs.
➢ ICICI Bank has the high degree of customer satisfaction when compared to other private banks.
➢ The Bank ATMs card is compatible with all domestic and international Visa/Master card, Visa
Electron/Maestro, plus/cirus and American Express. This is the one reason for ICICI Cards to be
the most preferred card for shopping and online transactions.
 ➢ ICICI Bank is the first bank in India to attach lifestyle benefits to banking services for exclusive
purchases and tie-ups with best brands.
➢ ICICI Bank has the longest working hours and additional services offering at ATMs which
attracts more customers.
➢ ICICI Bank has good financial advisors in terms of guiding customers towards right investments.
➢ Marketing and Advertising strategies of ICICI have good reach compared to other banks in India.

Weakness:
➢ Customer support of ICICI section is not performing well in terms of resolving complaints.
➢ There are lot of consumer complaints filed against ICICI.
➢ ICICI Bank has the most stringent policies in terms of recovering the debts and loans, and credit
payments. They employ third agency to handle recovery management.
➢ There are also complaint of customer assault and abuse while recovering. And the credit payment
reminders are sent even before the deadline which annoys the customers.
➢ The bank service charges are slightly higher.

Opportunities:
➢ Banking Sector expected to grow at a rate of 18% in the next three years.
➢ ICICI Bank has better asset quality parameters over government banks, hence the profit growth
is likely to increase.
➢ The companies in large and SME are growing at very fast pace. ICICI has good reputation in
terms of maintaining corporate salary accounts.
➢ The concept of saving in banks and investing in financial products is increasing in rural areas as
more than 62 percent of India’s population still in rural areas. In rural areas the micro financing
groups hold a major share.
➢ ICICI Bank created its own brand name and having good expanding opportunities in abroad.
➢ As per data of Times of India (TOI), the total B-Schools in India are more than 1500. This can
ensure regular supply of trained Human power in financial products and banking services.
➢ With next Four years ICICI Bank is planning to open on and average 500 branches in this
financial year to eradicate gap between many rural and urban areas.
➢ Small and non-performing banks can be acquired by ICICI because of its financial strength.
 ➢ ICICI Bank is expected to have more than 20% Credit growth in the coming years.
➢ ICICI Bank has the minimum amount of non-performing assets.

Threats:
➢ RBI allowed foreign banks to invest up to 74% in Indian banking.
➢ The non-banking financial companies and new age banks are increasing in India.
➢ Government sector banks are in urge of modernizing the capacities to ensure the customers
switching to new age banks are minimized. And, govt banks are trying to compete with private
banks.
➢ HDFC Bank is the Major competitor for ICICI Bank, and other upcoming banks like AXIS, HSBC
imposed a major threat.
➢ Though customer acquisition is high on one side, the unsatisfied customers are increasing and
make them to switch to other banks.

DIGITAL BANKING PLATFORM

Historically, the launching of the first Automated Teller Machine (ATM) in Finland marked the start of a
new banking channel. Which made Finland the leading country in Electronic Banking. Before it became
widely used in any other developed and developing countries More recently, E- Banking or the digital
distribution of financial services via electronic system, h as spread among customers due to rapid
improvement in IT and through competition between banks.
ICICI Bank Ltd. has always been a pioneer in bringing technology -enabled products and services to
customers. The objective was to aims to transform India into a digitally and try to meet the ever-changing
needs and lifestyle of modern clients.
ICICI Bank Ltd. continuously invest in innovative products and state of the art platforms that leverage
emerging technologies to make banking easier, safer, more personalised, more accessible and more
intuitive for ICICI Bank customers and enables to become more agile and more efficient.

Strong digital tailwinds in India:

➢ India Ranks #2 in the world in terms of internet users, mobile phone and smartphone users.
➢ Internet users and smartphone users expected to double by 2022.
➢ Government’s flagship Digital India programme aims to transform India into a digitally empowered
society.
➢ Government’s policies giving an impetus to digital payments.
➢ Several digital solutions introduced in financial services.
➢ Growing customer adoption of digital channels.
➢ Digital Banking services as a variety of e-channels for doing banking transactions through Internet
enabled devices, telephone, Smartphone, and computer.
➢ Banking customer desires and expectations about service are expanding as technology advances and
improves.
➢ Banks in India were very reluctant to adopt changes brought about by technological advancement.
➢ The role of digitalization of banking in India that begun in the 1980’s h as certainly come a long way.
➢ However, there is still a long way to go in the digitalization in banking industry and several hurdles to
cross before we are able to ensure end to end digital banking in India.

ICICI Bank Digital Banking Milestones:

➢ ICICI Bank Ltd. was the first to launch internet banking in 1998.
➢ iMobile to bring in the next level of customer experience.
➢ ICICI Bank Ltd. introduces ‘Money Coach’, India’s 1 st automated and robotics-based investment
advisory tool for customers. It manages the entire investment journey of a customer from building an
investible corpus to investing in recommended portfolios and tracking 24*7.
➢ ICICI Bank becomes 1 st bank to offer paperless KYC and online registration process for mutual funds
in a single click. And the Bank rolls out feature to manage security of credit cards from mobile phones,
a first among bank in the country.
➢ ICICI Bank brings in country’s first fund transfer service using voice commands. Apple virtual voice
assistant ‘Siri’ to enable seamless peer-to-peer fund transfer to registered payees using voice
commands.
➢ ICICI Bank Ltd. is focusing on leveraging the three key transformational trends in technology.
Mobility, digitalization and rapid growth of social media.
➢ In 2012, ICICI Bank Ltd. Introduced E-Locker facility and ICICI Bank Pockets.
➢ ICICI Bank Pockets are India’s First Digital innovation in payments, banking and shopping. Over 5.3
Million downloaded. Significantly interest from Non-ICICI bank users are increased.
➢ In 2015, Automated Robotic Locker was introduced by the Bank. This is also called as Smart Vault.
Smart vault is a fully automated state of the art robotic locker available 24*7 days a week. Customer
can access the locker in the comfort of a secure lounge.
➢ In 2015, ICICI Bank Ltd. launched ‘Digital Village’,”Akodara” in Gujarat known to be first digital
cashless village where most of the people use digital methods to make payments between Rs.10 to
5000.
➢ In 2016, ICICI Bank launched ‘Unified Payment Interface’ (UPI). For its mobile applications. UPI
Offers in Pockets and iMobile enable both person to person and person to Merchant transactions.
➢ In 2017, ICICI Bank Ltd. is the first bank in the country and among few, globally, to rollout ‘Software
robotic systems. Over 200 software robotic system perform over 1.0 million banking transactions
every working day.
➢ In 2018, ICICI Bank celebrates crossing the milestone of 20 years of digital banking journey in the
country which was started with the launch of Internet Banking two decades ago.
➢ In 2018, ICICI Bank launched Digital Credit (Pay later) which is offering up to 20,000 on instant basis
for its privileged users. iMobile world has created with more advancement and user friendly to do self -
banking services with over 250+ Services.
➢ In 2019, InstaBIZ is launched by ICICI Bank. which is having more than 150+ services of Business
Banking needs to the customers.
➢ The banks internet and mobile banking platforms are most comprehensive with over 350 and 250
services respectively.
➢ In 2019, ICICI Bank Introduced ever in the banking history called E-Relationship Mangers for
providing banking services to NRI’s, HNI and UHNI profiles.
➢ E-Relationship Managers provide end to end services through digitally. As on December 31 st, 2019,
1000+ E-Relationship Managers allotted to the Millions of customers.
➢ According to the report ‘The Forrester Banking Wave’ iMobile as among the world’s best mobile
banking application.
➢ The new industry first features on iMobile include: Money coach
▪ Discover-one view dashboard with spend patterns
▪ Voice based payments
▪ 3D Touch
▪ In app merchant
payments Insta digital
 credit Securing card
transactions Swipe to
check balance Favourite
Transactions
➢ In very short period, ICICI Bank FASTag reaches million subscribers. ICICI Bank developed an app
‘FASTag BIZ’ to provide endless services to its users.
➢ In 2020, ICICI Bank launches ‘ICICI STACK’ The countries moat comprehensive digital banking
platform offering nearly 500 banking services like digital account opening, instant loan, payment
solutions, investment and health and term insurance.
➢ Retail and business customer can avail seamless and uninterrupted banking services without visiting
the bank’s branch or office.

ICICI STACK stands for its,

• S – Strategy relationship instantly
• T – Transact digitally
• A – Avail insta Loans
• C – Care for self and business
• K – keep growing
• Annually over 30 million transactions
expected using self-service devices.
Mr. B. Madhivanan is current. Group executive and Chief Technology and Digital officer of ICICI Bank
Ltd
 Digital Transactions

CHART 1

• The Chart (1) describes on how the growth rate is constantly increasing from last 4 quarters on UPI.
• As on March 31 st, 2020, UPI has grown up with 371.0 million volume with 161 percent y-o-y growth
rate.

Chart (2)
• The Chart (2) describes on how the growth rate is constantly increasing from last 4 quarters on Mobile
banking .
• As on March 31 st , 2020, Mobile Banking has grown up with 319.76 million volume with 98 percent y-
o-y growth rate.
• Overall 88 percent of saving account transactions in F.Y 2020 through digital channels.
Digital Source of various products in F.Y 2020:

61% sourced 44% sourced 26% sourced 21% initiated 56% sourced

Digital Services at customers doorstep:

WhatsApp Banking:
• Through WhatsApp, Customer carry out banking services like checking last three transactions, Pre-
approved instant loan offers and block or unblock cards instantly.

Alexa and Google:

• Voice banking services enables customers to speak out their banking related queries like checking their
saving account balance, credit card details or last five transactions .
 IPal Chatbot:
• Integrated the AI powered multi-channel chatbot, ipal, with Alexa/google Home to allow customers to
fulfil banking services with a voice command.

ICICI Bank Strategic Objectives of Digital Banking:

ICICI Bank Leverage Technology and Digitalization to:
• To be the best in class in retail banking.
• Build platform and services for emerging India.
• Personalize experience and services for customers.
• Achieve profitable growth.
• ICICI Bank focus on analytics across areas to improve productivity and efficiency.
• Leveraging digital technology for profitable growth.
• Automation of routine transactions and Innovative products to improve experience.
• Digitalizing core areas to improve efficiency and performance.
 CHAPTER 3
DATA ANALYSIS
AND
INTERPRETATION
 2. DATA ANALYSIS
1.Age 100 respondents

Total

2.1 Age of 100 Respodents

10%

24%
50%
Below 30 years

30 - 40 years
11%
5%
41 -50 years

Above 50 years

TOTAL

Analysis and Interpretation: The survey which was conducted through questionnaire consists of
sample size of 100. Out of 100 responses which is being taken, 22% are the people who belongs
to the age group of 41-50 years, 21% are the people who belongs to the age group of below 30
years, 47% are the people who belongs to the age group of 30-40 years, 10% are the people who
belongs to the age group of more than 50 years, this age group probably includes senior citizens
also and we can clearly seen that majority of survey carried on 30-40 years age group people.
 2. GENDER

Male

Total

2.2 Gender Frequency Distribution

120

100

80

60

40

20

0
Male Female TOTAL

Frequency Percent

Analysis and Interpretation: The survey which was conducted through questionnaire
consists of sample size of 100. Out of 100 responses which is being taken, 36% of the people
belongs to female gender and 64% of the people belongs to male gender.
3. Marital status
TABLE 3

Marital Status Frequency Percent

Married 73 73
Unmarried 23 23
Divorced 4 4
Total 100 100

Analysis and Interpretation: The survey which was conducted through questionnaire
consists of sample size of 100. Out of 100 responses which is being taken, 73% of the people
belongs to married and 23% of unmarried people and 4% of divorced people.
4. Monthly Income:

Monthly income

Total

2.4 MONTHLY INCOME FREQUENCY DISTRIBUTION

Less than or equal to
Rs25000

Rs25001- Rs50000

TOTAL

Rs 50001-Rs75000

Rs75001-Rs100000
per month
Greater than
Rs100000 per month

Analysis and Interpretation: The survey which was conducted through questionnaire consists of
sample size of 100. Out of 100 responses which is being taken, 15% of the people have income
more than one lakhs per month , 9% of the people have income between 75k to 1 lakhs per month
and 33% of the people have income less than 75k per month, these below 25k per month category
of the people are small scale workers, homemakers who get some kind of income in the form of
interest from Savings account or FDs or RDs or maybe they are students who are getting some
kind of stipend.
 5.Educational Qualifications
TABLE 5
Educational Frequency Percent
Qualifications
10 3 3
Inter 11 11
Degree 47 47
PG 35 35
OTHER 4 4
Total 100 100

2.5 Educational Qualification Frequency Distribution

100
80
60
40
Percent
20
Frequency
0

Frequency Percent

Analysis and Interpretation: The survey which was conducted through questionnaire
consists of sample size of 100. Out of 100 responses which is being taken, 47% of the people has
degree as their qualification and, 35% of the people has PG has a qualification there are only 3%
people has 10 th class as their qualification.
6. Occupation
TABLE 6
Occupation Frequency Percent
Self Employee 31 31
Private Employee 45 45
Government Employee 11 11
Homemaker 7 7
Retired Employee 1 1
Unemployed 0 0
Others 5 5
TOTAL 100 100

2.6 Occupation Frequency Distribution

TOTAL
Others
Unemployed
Retired Employee
Homemaker
Governmant Employee
Private Employee
Self Employee

0 10 20 30 40 50 60 70 80 90 100

Percent Frequency

Analysis and Interpretation: The survey which was conducted through questionnaire
consists of sample size of 100. Out of 100 responses which is being taken, 45% of the people are
private employees and 31% of the people are self employees whereas 11% of the people are
government employees and 7% of the people are homemakers, 1% of the people are retired
employees and 5% of them are others.
2. If yes please mention bank account type Responses 100
TABLE 7
Account Frequency Percent Valid Cumulative
Type Percent Percent
Saving A/c 51 51 51 51
Current A/c 25 25 25 76
Salary A/c 24 24 24 100
TOTAL 100 100 100

2.7 BANK ACCOUNT TYPE FREQUENCY DISTRIBUTION

100
90
80
70
60
50
40
Valid Percent
30
20 Percent
10 Frequency
0
Savings A/c Current A/c Salary A/c TOTAL

Frequency Percent Valid Percent

Analysis and Interpretation: The survey which was conducted through questionnaire
consists of sample size of 100. Out of 100 responses which is being taken, 51% of the people are
maintaining Savings a/c and 25% of people are maintaining current a/c, and 24% of people
maintain salary account.
3. Do you use E-banking

2.8 E-Banking Services Frequency Distribution

100
80
60
40
20 Percent
0

Percent using e-banking Frequency

services Percent not using e-
banking services TOTAL

Frequency Percent

Analysis and Interpretation: The survey which was conducted through questionnaire
consists of sample size of 100. Out of 100 responses which is being taken, it has been observed
that 89% of the people using E- banking services in ICICI bank, and 11% of people not using E-
banking services with ICICI BANK.
4. While opening of account, were you aware of e- banking services provided by
the bank?
TABLE 8

FREQUENCY PERCENT
NO 23 23

YES 77 77

TOTAL 100 100

2.9 While opening of account, were you aware of e-banking

services provided by the Bank Frequency Distribution

11%

NO
50%
YES
39%
TOTAL

Analysis and Interpretation:

The survey which was conducted through questionnaire consists of sample size of 100.
Out of 100 responses which is being taken, it has been observed that 77% of the people know about
E- banking services in ICICI bank while opening an account, and 23% of p eople were not aware
of using E-banking services with ICICI BANK.
 5.How you perceive Internet Banking System
TABLE 9
Questions Agree (%) Neutral (%) Disagree (%) Total (%)
1. Internet
banking is easy 78 28 2 100
to operate
2. Internet
banking is user 85 14 1 100
friendly
3. Internet
banking is easy 64 32 4 100
to access
4. There is
flexibility of 61 21 18 100
usage in
internet
banking

5. Getting
information 64 24 12 100
through
internet
banking is easy
6. It is convenient
to get feedback 61 29 10 100
mechanism in
internet
banking
system.
7. Internet
banking is 64 28 8 100
secure
8. Information
provided in the 70 23 7 100
internet
banking is
secured
9. Human
interactions are 61 30 9 100
sacrificed using
internet
banking
10. English is the
barrier for 60 27 13 100
internet
banking
11. Slow internet
connection is a 56 31 13 100
barrier for
internetbanking

12. Internet
banking may 58 30 12 100
increase
internet frauds
13. Internet
banking saves 68 21 11 100
time
 14. Internet
banking leads 57 27 16 100
to transparency
of banking
system
15. Internet
banking is 61 22 14 100
convenient
16. Internet
banking leads 57 27 15 100
to better
information
17. Human
interactions in 60 23 17 100
regular banking
leads to
mistakes and
arguments
18. Service charges
and fees are 55 25 20 100
high in internet
banking

6. Degree of confidence about e- banking

TABLE 10
Frequency Percent
Not Very High 13 13

High 69 69

Not At All 10 10
 Very Little 7 7

Little 1 1
Total 100 100

2.10 Degree of Confidence About E-Banking Frequency

Distribution

200

180

160

140

120

100

80

60

40

20

0
Not Very High High Not At All Very Little Little TOTAL

Frequency Series 2

Analysis and Interpretation: The survey which was conducted through questionnaire
consists of sample size of 100. Out of 100 responses which is being taken, it has been observed
that 69% of the people has high confidence on about using E- banking services in ICICI bank, and
13% of people has very high confidence on using E-banking services with ICICI bank and only1%
people stated has little confidence on using e-banking.
 7. Which are the reason for you to use e- banking
Table 11

Questions Valid (%) Neutral (%) Not Valid (%) Total (%)

1.Better Information
68 26 6 100

2.Faster Access
83 15 2 100

3.Better Facilities
64 28 8 100

4. Cash Availability 24
Hrs 69 25 6 100

5.Credit Facility
75 19 6 100

6.Online Purchases
74 19 7 100

7.Simplified Procedures
68 24 8 100

8.24hrs Connectivity
70 23 7 100

9.Faster Availability of
Bank Statements 62 27 11 100

10.Transparancy
65 17 18 100
11.Effective Use of
Customer’s Limited 63 21 16 100
Time
12.Convieniece
62 19 19 100

13. .No need To get

Tied With Physical 56 29 15 100
Bank At a Particular
Location
14.Human Interactions
Leads To More Friction 56 27 17 100

15.Human Interactions
Leads to Mistakes And 60 27 13 100
Argument
16.Reduction of
Waiting Time 59 30 11 100

8. Which type of service you use mostly?

TABLE 12

Frequency Percent

a) Balance and 16 16
Transaction History
Search

b) Online Fund Transfer 45 45

c) Card To Card Transfer

8 8
d) Open FD
3 3
e) e. Lock / Activate
Debit Cards / ATM 6 6
f) Request a
Cheque Book 5 5
 g) Stop Payment
1 1
h) Railway Pass/ Ticket
2 2
i) Shopping
24 24

100 100
TOTAL

2.11 Type of Service you use mostly

Frequency Distribution

Balance and transaction history search Online Fund history

Card to Card Transfer Open FD
E-Lock/Activate Debit Cards/ATM Request a cheque book
Stop payment Railway pass/ticket
Shopping TOTAL

Analysis and Interpretation: The survey which was conducted through questionnaire
consists of sample size of 100. Out of 100 responses which is being taken, it has been observed
that 45% of the people are using e-banking for online fund transfer payments and 16% person
people using for balance and history search, and 14% people using for shopping.
9.Frequency of transactions

TABLE 14
Frequency Percent

Daily 20 20

2-3 times per week 36 36

Once per week 21 21

Once per month 9 9

Once when needed 14 14

Total 100 100

2.12 Frequency of Transactions

Frequency Distribution
120

100

80

60

40

20

0
Daily 2-3 times per Once per week Once per month Once when TOTAL
week needed

Frequency Percent
Analysis and Interpretation: The survey which was conducted through questionnaire
consists of sample size of 100. Out of 100 responses which is being taken, it has been observed
that 36% of the people are using e-banking services 2-3 times per week and 20% people using e-
banking facilities daily and 14% people use e-banking only when they needed.

10. Are transactions through internet secure

TABLE 15
Frequency Percent
Very much 16 16
Much 64 64
Not at all 7 7
Little 12 12
Very little 1 1
Total 100 100

2.13 Are Trnansactions Through Internet Secure

Frequency Distribution

100

80

60

40

20 Percent
Frequency
0
Very much Much Not At All Little Very Little TOTAL

Frequency Percent
Analysis and Interpretation: The survey which was conducted through questionnaire
consists of sample size of 100. Out of 100 responses which is being taken, it has been observed
that 64% of the people feel that internet banking is secure and 12% people feel internet banking
has very much secure and 12% people feel that internet banking is little secure.
11. Which type of banking do you prefer

TABLE 16
Frequency Percent

Traditional banking 17 17

Net banking 41 41

Both 42 42

Total 100 100

2.14 Type of Banking Do you Prefer

Frequency Distribution
120

100

80

60

40

20

0
Traditional Banking Net Banking Both TOTAL

Frequency Percent
Analysis and Interpretation: The survey which was conducted through questionnaire
consists of sample size of 100. Out of 100 responses which is being taken, it has been observed
that 42% of the people using both traditional and net banking for carry out their banking operations
and 17% people still using only traditional banking services and 41% people using net banking
services.
 12. Suggestions for better functioning of ICICI BANK?

TABLE 17
Frequency Percent
a) More
marketing/promotions 30 30
should be done
b) Products should have
something special as 53 53
people always possess
products from other
companies
c) Should open more
branches at remote 55 55
locations
d) Better and regular
communication with 36 36
customers

e) None 12 12

2.15 Suggestions for Better Functioning of ICICI Bank

Frequency Distribution

None

Better and regular communication with customers

Should open more branches at remote locations

Products should have something special as people always

possess products from other companies

More marketing/promotions should be done

0 10 20 30 40 50 60

Percent Frequency
 CHAPTER 4
FINDINGS OF THE STUDY
 FINDINGS, SUGGESTIONS & RECOMMENDATIONS

FINDINGS OF THE STUDY

• People are more inclined towards digital mode of banking.
• Most of the respondents preferred public sector banks rather than private sector banks.
• People are not ready to avail banking services, so as to keep cash with in the pandemic crisis.
• Most of the people find digital avenues of banking easy rather than visiting a branch.
• Students and not earning individuals prefer those banks which doesn’t have minimum
requirement of balance.
• Old aged people tend to use traditional banking method rather than online or digital channels of
banking
• Population staying in rural areas trusts public sector banks in comparison to private sector (
also private banks are extinct in remote areas i.e. rural areas)
• Bill payments and fund transfers is the most used feature in digital banking.
• People rely upon digital banking reason being hassle free transactions and security reasons.
• Among the respondents of the study of ICICI Bank project report had 13 customers which
comprised of 11.1% of the total respondents. Here to increase the customer base ICICI bank
should apply competitive strategy.
• Apart from CASA banks people tend to have insurance and demat accounts from their banks.
• Clearing of cheques takes time and people don’t want to move out of their places
unnecessarily.
Like ICICI bank Canada, India should also start e-cheque clearing through scans from iMobile
App itself.
• Near my catchment there are quite rural areas and villages in remote areas in the outskirts of
town that is in suchipind where 10 acres of land each for industrial purpose, ICICI bank may
seek business over there and develop it’s branches which could help the people in carrying out
their banking services without much difficulty.
• Near my catchment, people in rural areas nearby are yet not aware of various banking services
of which ICICI must take advantage and take initiatives like digital village.
• ICICI Bank in integration with ICICI Securities can organize investments and savings
awareness programs so as to increase their base in trading.
• Keep its digital banking apps i.e. iMobile, Instabiz and Pocket bugs free and should focus on
ratings and feedbacks of the customers on App stores regarding the same.
• Provide POS machines at cheaper rate to retail stores, this will increase the customer base too.
• Tie-ups with various institutions for education loans.
• Focus on insurance products due to Covid-19 pandemic.
• Schemes for rural population will be the key.
• There’s a language barrier to the people who are not well with the English and majority of the
population lack education and are not well versed with the English and are not familiar with it.
Therefore, they come across this issue of availing the digital banking services provide by ICICI
Bank’s digital channels . Most of these people come from rural areas and places situated on the
outskirts of the city.
Undoubtedly, majority of the people do find digital avenues of banking easy rather than visiting
a branch physically especially in the times of pandemic, it’s very much needed.
CHAPTER 5

CONCLUSION
OF
THE STUDY
 CONCLUSION OF THE STUDY
• Banking organizations need to make the digital and physical processes involved in a customer
journey simple. Consumer satisfaction and loyalty are built over time, through a series of daily
interactions combined with sales and service experiences. This requires co llaboration across
departments that are used to working in silos. For most companies, the investment should begin
with streamlining the routine and improving the episodic sales and service interactions over
time.
• Moving customers to less expensive channels is required based on the economics of today’s
banking industry. But migrating customers who are already set in their ways comes with both
satisfaction and engagement risks which could result in attrition, reduced balances, lower
profitability, and the unintended consequences of digital as opposed to human interaction.
• As channel migration strategies are developed, it will be important to segment a bank’s and
credit union’s customer base based on profitability and current channel use to develop an
optimum channel strategy. Understanding the impact of potential channel migration strategies
will be important and the use of multichannel communication and training will be key to
acceptance.
• Therefore, the banking industry needs to understand that an end -to-end digital engagement is
an essential aspect of a renewed customer experience. And for that, they must:
1) Offer products and services through the preferred channel of their customers
2) Create a new value proposition for better customer engagement
3) Create a real-time contextual information delivery model for customers
• Customers are regularly evaluating their digital partners to determine how they can make their
daily life easy. The winners, in the long run, will be those banking institutions that can deliver
delightful user experience through a customer-centric-engagement-strategy.
• And Bank has also investigated the various market opportunities to reach all segment of
customers.
1) Bank must increase its network connection between rural and urban areas to connect with the
cities to eradicate gap between them.
 CHAPTER 6
SUGGESTIONS
&
RECOMMENDATIONS
 SUGGESTIONS AND RECOMMENDATIONS
• As a Leading competitor with others Bank, we must Understand the requirements and review on
our policies and have a glance on the area and make changes accordingly, in order to attract more
customers to support financially.
• ICICI Bank has to look in the areas where it is having a scope to establish it branches and build a
network to eradicate connection gap between rural and urban areas to reach with minimum Market
space.
• Based on this scenario my suggestion is that, we must do more campaign services in rural areas
and adverts in urban area, to reach with number of peoples with suitable financial services.
• And, there are many who still follows Traditional banking activities for a little-little purpose. It is
necessary to educate them in rural and urban areas peoples to get and go with digital banking
services.
• If we educate and give awareness to them, there we can see a lot of transformation in digital baking
Channels front.
• Make necessary steps to improve products and services regularly to beat the competitors.
• Should more focus in product areas- All kinds of Loans, Fixed deposits, Life Insurance, General
Insurance and CASA.
As there are multiple digital channels to choose from, it has become critical to identify th e
preferred customer channels, in order to increase user engagement. Delivering an more enriching
experience can have a positive impact by increasing online conversations and overall company
revenue.
Keeping in mind that each user is different from the other, it is extremely important for a marketer
to be targeted users with the right message
• On the right channel
• At the right time
Although the digital migration has been great, customers aren’t fully active on these channels.
Here are some strategies that banking marketers can use to increase online
Engagement:
1.Pre-approved or Pre-qualified offers for existing customers:
Provide existing customers with pre-approved or pre-qualified offers. Examples of providing such
offers for online and/or mobile use is the cross-sell of “Next Best Offer” for existing customers
through low-cost channels like the website, push notifications, and digital advertising.

2. Setting positive defaults:

New digital channels can be positioned as the “Standard” by banks. In this case. Customers would
need to “opt out” of a channel strategy instead of having to ‘opt-in’ to a channel.

3.Knowing your customers:

Sure, the KYC channel exists, and it may even be end-to-end, however, you are now losing sight
of your customer. You no longer have a single view or single history log as they transact and
engage over various channels. This is not so much about the chan nel, but rather ensuring that as
an organization, you have a CRM that caters for new channels. Your product design also needs to
centre on the customer, rather than disparate products.

4.Offer positive or negative incentives:

Examples of using incentives for online and/or mobile use is the waiver of fees or even the paying
of small incentives for performing specific transactions through lower cost channels.
More than 70% of customers would be willing to switch to digital channels if offered fee -based
incentives, while incentives that enhance functionality were less effective.
Disincentives include the use of fees for paper statements. Banks need to be careful, however
with fees since there is a hypersensitivity to any fees that may be applied to interactions that
have traditionally been free.

5.Provide interactive education.

In addition to using incentives or positive defaults to change customer behaviour,
banks can provide customers with interactive technology education within the branch
and online to encourage digital migration.
 Potential Unintended Consequences:

• While moving customers to less expensive channels is imperative due to the high operational
and regulatory costs in banking, there can be unintended consequences to an increased reliance
on digital channels migration.
• One of the impacts of moving less emotional and involved transactions out of the branch is that
customers will rely more on branches for involved advisory and problem-solving transactions.
In addition, transaction levels will continue to plummet, eliminating the need for traditional
tellers. Most bank and credit union branches are not adequately configured for these changes
either from a personnel or physical perspective. Without the reduction in personnel and real
estate costs, moving customers to alternative channels could actually increase costs.
• Another unintended consequence is that as more customers move to self -service
channels, the ability to interact, provide advice and sell will be reduced. In addition, the
ability to move relationships to another institution is made easier in an online/mobile
world.
BIBLIOGRAPHY
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ANNEXURE
QUESTIONNAIRE