UNIVERSITY OF PETROLEUM AND ENERGY STUDIES

College of Management and Economics Studies, Dehradun

Project Synopsis
On

MARKETING OF GOVERNMENT RELATED SCHEMES THROUGH

BANKS

SYNOPSIS
Bachelor of Business Administration
(with specialization in Financial services and marketing)

2014-2017

Submitted to: Submitted by:

Facultys Name: Dr. Vipul Sharma Name: Apoorv Sharma

Designation : Program Head BBA FSM SAP ID: 500037110
Enrollment No: R128214010
PROJECT SYNOPSIS
PROJECT TITLE: Marketing of Government related schemes through Banks
 ABSTRACT

The ministry of Government of India have come up with a unique and different kinds of
schemes with the passage of time. These schemes can be classified as either central, state
specific or can be joint collaboration between the central and the state governments. In past 1
or 2 years various schemes has been launched by the Government of India for the welfare of
the Country and for its people. Present paper is to make an attempt to identify or know the
marketing technique or way used by the Banks and Government to promote these schemes to
each and every corner, to each and every person of the country. To achieve the objectives of
the study data has been collected from secondary sources i.e., from Books, journals and
online publications, newspapers etc. Finally it can be concluded that the banks should market
these Government related schemes at a more high level so, that each and every person in the
country can enjoy the benefits of these schemes and also take a step to contribute towards the
nations development.

Keywords: launched various schemes, marketing techniques and ways, marketing at high
level, step towards nations development
 INTRODUCTION

What is Marketing? As per dictionary marketing can be defined as the action or business of
promoting and selling products or services, including market research and advertising .

Various Government related schemes were launched during the year 2015 by our honourable
Prime Minister of India Shri Narender Modi. Some of them are Deendayal Disabled
Rehabilitation Scheme, Deendayal Upadhyaya Grameen Kaushalya Yojna, Atal pension
yojna, Digital India Programme and various others schemes. To promote these schemes
various promotion programmes were done specially by the banks. The main purpose of this
promotion was to make people aware about the schemes which will benefit them and also to
include each and every person in the process of nations development. Bank helped
Government to promote these schemes as they advertised these schemes its benefits, made
their customers aware about each and every schemes, benefits they gonna get out of these
schemes etc.

In order to give some giving to above lines I to made a project report on marketing of
Government related schemes through banks. The project is divided into following phases :
I will highlight the introduction of various Government schemes available in the
Country.
Secondly, a deep study on how government is making promotions of these schemes,
what are steps taken by banks to promote these schemes and make people awared or
we can say role of banks in marketing of these schemes.
Third, I will do a research by the way of preparing a questionnaire and asking people
about awareness, benefit and suggestions by them if any by the people.

PROBLEM STATEMENT

STATEMENT: In what way marketing is done by the Government and Banks to

promote and make people aware about the schemes available.
 1.4 OBJECTIVE OF STUDY
Covering different ways of marketing schemes
Identifying keys for effective marketing
To examine techniques adopted by banking industry for marketing of various schemes
To understand the challenges and impact faced by government and banks.

1.5 RESEARCH METHODOLOGY

Literature review
Data collection
Primary information: Questionnaire
Secondary information: Internet, manuals, journals, newspapers etc.

NEED AND SCOPE OF STUDY

Through effective and efficient way of marketing banks can increase the scale of promotion
of government related schemes. The main need to introduce these government schemes is to
provide the general public the best benefit so, that all the people in the country who are
financially not strong are getting all basic needs and able to get respect in the society. And
also it will ultimately contribute to the nations development.

The main aim to study this is to know how both government and banks are taking steps to
market these government schemes to each and every corner of the society. What general
 public think about these schemes. Are they really getting benefit out of it or not. Do they
know each and every scheme introduced the Government.

CHAPTERIZATION:
1. Introduction to marketing
2. Problem in study
3. Objectives of study
4. Research methodology
5. Scope of study
6. Data collection : Primary and secondary data.
7. Conceptual framework
8. Study coverage and sample
9. Scope of survey
10. Analysis and interpretation
11. Observations
12. Findings
13. Suggestions
14. conclusions
15. References

LITERATURE REVIEW

Indian government, at all levels announces welfare schemes for a cross section of the society
from time to time. These schemes could be either central, state specific or a joint
collaboration between centre and the states. Through effective and efficient way of marketing
banks can increase the scale of promotion of government related schemes. The main need to
introduce these government schemes is to provide the general public the best benefit so, that
all the people in the country who are financially not strong are getting all basic needs and
able to get respect in the society.

Various schemes were launched throughout the country within a short span of time. Various
schemes were launched by our honourable PM so far. Some of them are mentioned below:

Digital India launched in August 2014

Pradhan mantra jan dhan yojana
Swachh Bharat
Make in India
Saansad Adarsh Gram Yojna
 Atal pension yojana
Awas Yojana
Jeevan Jyoti Bima Yojana
Suraksha Bima Yojana
krishi Sinchai yojana
Kaushal Vikas Yojana
MUDRA bank yojana
Garib Kalyan Yojana
Sukanya Samriddhi yojana
DigiLocker scheme
Ebasta Scheme
So these are some of the schemes launched in past few year by Government of India.
Various marketing campaigns were launched to promote these schemes in country by
banks by government so that more and more number of people will become a part of
it. For assistance under the programme, district rural development agencies and block
development officers may be contacted. A number of steps have been initiated by the
central as well as state government for building rural infrastructure.

Jawahar lal samridhi yojana is restructured, streamlined, designed to improve life of

the poor. To promote this scheme it is marketed and given in the hand of village
panchyat level and gramin banks for the preparation of annual plan and its
implementation.
And also banks helped government at a very high level to promote these schemes
through television adds, internet, personally contacting and various other ways. These
all ways will be discussed in the project ways that banks use challenges faces and
more initiatives taken by government to promote these schemes at a high level.
 REFERENCE

www.google.com
http://en.wikipedia.org
Gem.gov.in
India.gov.in
Gov.bih.nic.in
Pradhanmantriyojana.co.in