The Kotak Mahindra Group is one of Indias leading financial institutions, offering complete financial solutions that encompass

every sphere of life. It was established in 1985 in India. It was previously known as Kotak Mahindra Finance Limited, a non banking financial company. In feb 2003 the company was given licence to carry on banking business by RBI. It is the first company in the Indian history to convert to a bank.

Subsidiary companies of Kotak are o Kotak Mahindra Bank Ltd o Kotak Mahindra Capital Company Ltd. o Kotak Mahindra International Limited (KMIL) o Kotak Mahindra Prime Ltd. o Kotak Securities Ltd. o Kotak Mahindra Asset Management Company o Kotak Mahindra Old Mutual Life Insurance Limited o Kotak Investment Advisors Ltd. o Kotak Private Equity Group

Kotak Mahindra Finance Ltd started the activity of Bill Discounting(1986)

Kotak Mahindra Finance Ltd entered the Lease and Hire Purchase market(1987)

The Investment Banking Division was started. Took over FICOM, one of India's largest financial retail marketing networks(1991)

Brokerage and Distribution businesses incorporated into a separate company - Securities. Investment banking division incorporated into a separate company - Kotak Mahindra Capital Company(1995)

The Auto Finance Business is hived off into a separate company - Kotak Mahindra Prime Limited (formerly known as Kotak Mahindra Primus Limited). Kotak Mahindra takes a significant stake in Ford Credit Kotak(1996)

Entered the mutual fund market with the launch of Kotak Mahindra Asset Management Company(1998)

Commencement of private equity activity through setting up of Kotak Mahindra Venture Capital Fund.(2000)

Launched Insurance Services

Kotak Mahindra Finance Ltd. converted into a commercial bank - the first Indian company to do so(2003)

Bought the 25% stake held by Goldman Sachs in Kotak Mahindra Capital Company and Kotak Securities(2006)

Kotak Mahindra Bank Ltd. opened a representative office in Dubai(2009) Ahmedabad Derivatives and Commodities Exchange, a Kotak anchored enterprise, became operational as a national commodity exchange.(2010)

PRODUCT
Banking and accounts Credit cards NRI Services Demat Deposits Life Insurance Estate Planning Mutual Funds Share trading Loans and borrowings

PRICE RBI and IBA are concerned with regulations The rate of interest is regulated by RBI and other charges are controlled by IBA
PLACE Spread in 136 cities in India 355 Branches 840 ATMs

PROMOTION Advertising

Television Radio Hoardings Magazines and Newspapers Campus visiting & Sponsorships Cross sell Personalized service

Print Media

Publicity

Personal Selling

PEOPLE 10100 Employee base PROCESS Standardization Customization Number of steps Simplicity Consumer Involvement

PHYSICAL EVIDENCE Internet/ Web pages Furnishing Business cards Buildings Financial reports Signage Financial reports Punch lines Employees dress code

A bank savings account is a type of account designed to simply hold money that you do not need immediate access to The main advantage of Savings Bank Account is its high liquidity and safety

1. Nova Saving Account 2. Edge Saving Account 3. Pro Saving Account 4. Ace Saving Account

Unlimited Access Multiple Access

Channels Quick and easy funds transfer Free investment account ActivMoney Financial payments facilitated through the savings account

1. Neo Current Account 2. Edge Current Account 3. Pro Current Account 4. Elite Current Account 5.Ace Current Account

Unsecured Overdraft Facility Free RTGS & NEFT Free Demand Drafts Kotak ActivMoney Net Banking 24 x 7 Phone Banking Free Cash /Cheque Pickup and Delivery Free Cash Deposit at Home Branch Multi - City Banking Free Home banking facilities Free At - Par Cheques

No of Branches
400

No of

350
300 250 200 150

100
50 0 FY 05 FY 06 FY 07 FY 08 FY 09 FY 10 FY 11 FY 12

Percentage

Metro Rural

Semi urban Rural

Series 1
900 800 700 600 500 400 300 Series 1

200 100
0 FY 05 FY 06 FY 07 FY 08 FY 09 FY 10 FY 11 FY 12

Net Profit in crs

1200 1000 800 600 Net Profit in crs 400 200 0 Mar' 06 Mar' 07 Mar' 08 Mar' 09 Mar' 10 Mar' Mar'12 11

Rs
18 16 14 12 10 8 6 4 2 0
2008 2009 2010 2011 2012

Rs

STRENGTHS Strong Brand Image Dedicated sales team Value added services Mainly concern on customer services Deals in innovative products better than others and focuses on quality Provide phone banking, mobile banking it makes work easier Providing home banking facility

WEAKNESS New in the market Less number of ATMs Limited number of branches OPPORTUNITIES Large Untapped Market Distinguishable product (For different customers)

THREATS Presence of very strong competitors Aggressive marketing by competitors Various investment Schemes with high returns New and upcoming Banks in retail

Name
HDFC
ICICI
AXIS Kotak Mahindra IndusInd

Last Price 598

Market Cap. (cr) 141197

Net Profit 5167

Total Assets 337909

958
1096 565 324

110488
45443 41957 15207

6465
4242 1085 802

473647
285627 65666 57596

Yes

368

13032

976

73662

Building

trust by providing the customers with adequate knowledge about the company and then the product Kotak Bank should try to tap their own customers first depending on the various profiles they have, rather than the other set of customers Presentations and seminars should be arranged in Bschools