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“IDENTIFICATION OF SEGMENT OF CASA, FD AND

HOW TO INCREASE PROFITABILITY”

A PROJECT REPORT

SUBMITTED BY

ANAND MOHAN MISHRA

MBA(G) 3rd Sem.

Roll.No.19

In pa rt i al ful fil l me nt for t he aw a r d

Of

MASTERS OF BUSINESS

ADMINISTRATION(2009-11)

Underthe Guidance of: Under the Supervision of

1
Prof.M.D.KAKADE ABHIJIT BHARTI

(Faculty of Marketing) (Branch Manager)

Acknowledgement

This project is a culmination of task undertaken by

me after the First year during my summer Training.

Acknowledgement is not a mere formality or ritual

but a genuine opportunity to express the

indebtedness To all those without who’s active

support and encouragement this project wouldn’t

have been possible. My Special thanks to Mr.

ABHIJIT BHARTI (Branch Manager ICICI Bank ,

AURANGABAD), who gave me the proper guidance. I

have used questionnaire method to collect data and

had analyzed them. I got some findings by analyzing

Data as in the end I have also given the

recommendations to the company, which I thought

would help the Company in some way. I used direct

interview from the customers for collecting data.

ANAND MOHAN

MISHRA

2
M.B.A(G)3 rd

Semester

Roll.No.19

BHARTI VIDYAPEETH UNIVERSITY, PUNE

INSTITUTE OF MANAGEMENT AND ENTREPRENUERSHIP DEVELOPMENT, PAUD ROAD,


ERANDWANE
PUNE-38

CERTIFICATE OF COMPLETION

This is to certify that Mr. .ANAND MOHAN MISHRA is a bonafide


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

2
(Teacher Guide) Program Co-ordinator
Director

3
Date:

Place:

DECLARATION

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

Semester, hereby declare that, I have completed the report the report

on “Idententification of segment of current account ,saving

account, fixed deposits and how to increase profitability” at ICICI

bank CIDCO, Aurangabad in academic year 2009-11.

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

knowledge.

ANAND MOHAN MISHRA

MBA(G) 3rd Semester

Roll.No.19

4
PRECFACE

The project has been undertaken in a renowned bank “ICICI”. The

main objective behind the project is to know the consumer perception

about the CASA & FD and to get an insight about the various

product offerings of the bank. To find the various reasons because of

which the company is able to survive the edge cutting competition

and what are the other marketing strategies of the company. A survey

has been done and data has been collected from various customers all

over AURANGABAD region and thus a report has been prepared. In

the survey the customers were interacted in order to find out their

knowledge about the products & schemes of ICICI Bank.

ANAND MOHAN MISHRA

5
TABLE OF CONTENT

Sr. No. Topics Page No.

1. Executive Summary 7-9

2. Company Profile 10-12

3. History 13-18

4. Present status of the organization 19-21

5. Product of ICICI bank 22

6. Market strategy 23-29

7. Competitors 30-38

8. Product offering 39-64

9. Market research 65-76

10. Data Analysis 77-86

11. Result and decision 87-89

12. Conclusions and recommendation 90-91

13. Bibliography 92

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14. Annexure 93-97

EXECUTIVE SUMMARY

COMPANY : ICICI bank, CIDCO, Aurangabad

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

Duration : 50DAYS

This is a project about changing trends of interior of investment plans


which is modernizing or modifying day by day . It was because of increasing
numbers of affluents in the india and henceforth the demand of different
investments plans.

OBJECTIVE

The main objective behind the market research is analysis the market
and find out suspects then convert into prospects and motivate or promote
them to use our finanacial product in modern ways instead of traditional
ways.

RESEARCH METHODOLOGY

Research methodology which was use in market research qualitative


and quantitative techniques. The primary data was collected by personal
Interviews with the help of structured questionnaire and Secondary data was
collected by Internet, Journals, Magazines etc.

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FINDINGS

 Maximum people didn’t have much knowledge of presence financial


products.
 The second reason was not many people are aware of its application
and benefits or advantages it posses over other investment plans.
 Maximum people were interested in traditional ways of investment.
LIMITATIONS

 The unwillingness of the respondents to answer.


 When I started my training that time Market scenario was in declined
Stage or badly hit by recession.
 Due to recession people were interested for the cheaper mediums or
the substitutes of it.
 Time Constraint in the banking.

RECOMMENDATION
1. All possible tools and techniques were found to be responsive.
But as the same time targeting individuals understanding their
requirements and then approaching him for getting converted as
the financial advisor was challenging.

2. As it has been already stated the limitation of the entire project


was mainly the fee structure therefore it can be concluded that

8
reduction or completed withdrawal of the fees would give a
boost to the whole concept of recruitment.

3. Spreading awareness about the agency business would increase


the number of walk in by prospective advisors. This will further
improve the conversion rate of recruitment of the company.
CONCLUSION
Following segmentation approach have been of immense advantage
but as we did not have data for other segments of people barring
Saving Accounts, a lot of time and effort was lost in arranging for
and collection of data. Prior collection of databases and working on
them would have been more beneficial.

1.R e d u c e t h e p a p e r w o r k a n d t i m e o n o p e n i n g o f n e w a c c o u n t

2. Reduce the maintenance charge and hidden cost.

3. Presence of semi-urban and rural area introduce the

customer awareness programme.

4. Motivate to customer by attracvtive offer of intrest.

5. Devlope the micro finance.

6. Increase the credit of limit.

9
I NTRO DU CTI O N

COMAPANY PROFILE

Type - Public (BSE: 532174, NYSE: IBN)

Industry- BankingFinancial services

Founded- 1955

Headquarters- Mumbai, Maharashtra, India

Key people- K.V. Kamath(Chairman) Chanda Kochhar (MD & CEO) N. S. Kannan(CFO)

Products- Investment Banking, Commercial Banking, Retail Banking, Private Banking

Asset Management, Mortgages, Credit Cards

Revenue - 59,599.77 crore (US$12.93 billion) (2009), Operating income ▲ 6,578.64 crore

(US$1.43 billion) (2010), Profit ▲ 4,843.41 crore (US$1.05 billion) (2010), Total assets ▲ US$

100.10 billion (2010), Employees 35,000+ (2009) Website ICICIBank.com

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ICICI Bank is India's second-largest bank with total assets of Rs.

3,634.00 billion (US$ 81 billion) at March 31, 2010 and profit after

tax of Rs. 40.25 billion for the year ended on March 31, 2010. ICICI

Bank is the second amongst all the companies listed on the Indian

stock exchanges in terms of free float market capitalization. The

Bank has a network of about 2009 branches and 5219 ATMs in India

and a presence in 18 countries. ICICI Bank offers a wide range of

banking products and financial services to corporate and retail

customers through a variety of delivery channels and through its

specialized subsidiaries and affiliates in the areas of investment

banking, life and non-life insurance, venture capital and asset

management or wealth management. The Bank currently has its

subsidiaries in the United Kingdom, Russia and Canada, branches in

Unites States, Singapore, Bahrain, Hong Kong, Sri Lanka, Qatar and

Dubai International Finance Centre and representative offices in

United Arab Emirates, China, South Africa, Bangladesh, Thailand,

Malaysia and Indonesia. The bank’s UK subsidiary has established

branches in Belgium and Germany.

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ICICI Bank's equity shares are listed in India on Bombay Stock

Exchange (BSE) and the National Stock Exchange of India Limited

and its American Depositary Receipts (ADRs) are listed on the New

York Stock Exchange (NYSE).

Vision of ICICI Bank:

The challenge for ICICI will be to continue innovating to improve

market shares and maintain its competitive edge. In this Endeavour,

ICICI will continue to benchmark with global best practices to

ensure optimum utilization of its resources and the finest exposure

to its work force. The speed with which it has been able to transform

the organization and successfully start so many new businesses is

almost singularly owing to the skills, enterprise and the depth of its

human resources.

ICICI Bank is committed to enriching this valuable resource which in

turn, will allow it to bring innovative practices to the world of

financial services in India. With technology playing the key role

mainly. Talented individuals, working in teams and riding on the

backbone of world class technology

12
s

HISTORY

ICICI Bank was originally promoted in 1994 by ICICI Limited, an

Indian financial institution, and was its wholly-owned subsidiary.

ICICI's shareholding in ICICI Bank was reduced to 46% through a

public offering of shares in India in fiscal 1998, an equity offering

in the form of ADRs listed on the NYSE in fiscal 2000, ICICI Bank's

acquisition of Bank of Madura Limited in an all-stock amalgamation

in fiscal 2001, and secondary market sales by ICICI to institutional

investors in fiscal 2001 and fiscal 2002. ICICI was formed in 1955 at

the initiative of the World Bank, the Government of India and

representatives of Indian industry. The principal objective was to

create a development financial institution for providing medium-term

and long-term project financing to Indian businesses. In the 1990s,

ICICI transformed its business from a development financial

institution offering only project finance to a diversified financial

services group offering a wide variety of products and services, both

directly and through a number of subsidiaries and affiliates like

ICICI Bank. In 1999, ICICI become the first Indian company and the

first bank or financial institution from non-Japan Asia to be listed

on the NYSE.

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After consideration of various corporate structuring alternatives in

the context of the emerging competitive scenario in the Indian

banking industry, and the move towards universal banking, the

managements of ICICI and ICICI Bank formed the view that the

merger of ICICI with ICICI Bank would be the optimal strategic

alternative for both entities, and would create the optimal legal

structure for the ICICI group's universal banking strategy. The

merger would enhance value for ICICI shareholders through the

merged entity's access to low-cost deposits, greater opportunities for

earning fee-based income and the ability to participate in the

payments system and provide transaction-banking services. The

merger would enhance value for ICICI Bank shareholders through a

large capital base and scale of operations, seamless access to ICICI's

strong corporate relationships built up over five decades, entry into

new business segments, higher market share in various business

segments, particularly fee-based services, and access to the vast

talent pool of ICICI and its subsidiaries. In October 2001, the

Boards of Directors of ICICI and ICICI Bank approved the merger of

ICICI and two of its wholly-owned retail finance subsidiaries, ICICI

Personal Financial Services Limited and ICICI Capital Services

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Limited, with ICICI Bank. The merger was approved by shareholders

of ICICI and ICICI Bank in January 2002, by the High Court of

Gujarat at Ahmedabad in March 2002, and by the High Court of

Judicature at Mumbai and the Reserve Bank of India in April 2002.

Consequent to the merger, the ICICI group's financing and banking

operations, both wholesale and retail, have been integrated in a

single entity.

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GROWTH OF THE INDUSTRY

1955: The Industrial Credit and Investment Corporation of India

Limited (ICICI) incorporated at the initiatives of the World Bank,

The Government of India and representatives of Indian Industry, with

the objectives of creating a development financial institution for

providing medium-term and long-term project financing to Indian

Businesses. Mr. A. Ramaswami Mudaliar elected as the first

chairman of ICICI Limited. ICICI emerges as the major source of

foreign currency loans to Indian Industry. Besides funding from the

World Bank and other multi-lateral agencies, ICICI was also among

the first Indian companies to raise funds from International markets.

2000: ICICI Bank became the first commercial Bank from India to

list its stock on NYSE, ICICI Bank announces merger with Bank of

Madura.

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

merger of ICICI with ICICI Bank.

2002: ICICI Ltd. Merged with ICICI Bank Ltd. To create India’s

second largest bank in terms of assets.

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2002: ICICI assigned higher than sovereign rating by Moody’s.

2002: ICICI Bank launched India’s first CDO (Collateralized Debt

Obligation) Fund named Indian Corporate Collateralized Debt

Obligation Fund (ICCDO Fund).

2002: “E Lobby”, a self service banking centre inaugurated in Pune.

It was the first of its kind in India.

2002: ICICI Bank launched Private Banking.

2002: 1100-seat Call Centre set up in Hyderabad

2002: ICICI Bank Home Shoppe, the first-ever permanent

aggregation and display of housing projects in the county, launched

in Pune,

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

Mumbai.

2003: The first Integrated Currency Management Centre launched in

Pune.

2003: ICICI Bank announced the setting up of its first ever offshore

branch in Singapore.

17
2003: The first offshore banking unit (OBU) at Seepz Special

Economic Zone, Mumbai, launched.

2003: ICICI Bank’s representative office inaugurated in Dubai.

2003: Representative office set up in China. : ICICI Bank’s UK

subsidiary launched

2003: India’s first ever "Visa Mini Credit Card", a 43% smaller

credit card in dimensions launched.

2003: Temasek Holdings acquired 5.2% stake in ICICI Bank.

2003: ICICI Bank became the market leader in retail credit in India.

2003: ICICI bank subsidiary set up in Canada.

2004: Max Money, a home loan product that offers the dual benefit

of higher eligibility and affordability to a customer introduced.

2004: Mobile Banking Service in India Launched in association with

Reliance Infocomm.

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

launched.

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2007: Launched Bank@home services for all Savings and Current

Account customers residing in India.

2007: In a first of its kind, nation wide initiative to attract bright

graduate students to pursue a career in banking, ICICI Bank launched

the “Probationary Officer Programme”.

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

2008: ICICI Bank enters Germany, opens its first branch in

Frankfurt

2008: ICICI Bank launched I Mobile, a breakthrough innovation in

banking where practically all internet banking transactions can now

be simply done on mobile phones.

2008: ICICI Bank concluded India's largest ever securitization

transaction of a pool of retail loan assets aggregating to Rs. 48.96

billion (equivalent of USD 1.21 billion) in a multi-tranche issue

backed by four different asset categories. It is also the largest deal

in Asia (ex-Japan) in 2008 till date and the second largest deal in

Asia (ex-Japan & Australia) since the beginning of 2009

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PRESENT STATUS OF THE ORGANIZATION

• Technology

Our technology driven banking system ensures a wide reach, instant

online transactions and faster dealings.

• Product range

Our products spectrum includes easy loans, phone banking, doorstep

banking, etc. We also have products targeted at specific groups. The

zero balance roaming current accounts caters specifically to

entrepreneurs. It offers remittance, export, import and advisory

services. Besides, being a “zero balance” account it enables our

customers to utilize their financial resources more effectively.

• Size & Network

We have a wide customer base. Our ‘Click and Brick' distribution

network includes branches, ATMs, internet banking, phone banking

and mobile banking.

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Customer relationship. We believe in establishing a personal

relation with our customers so that we can understand their needs

better and provide effective customized service

We have received several prestigious national and international

awards in recognition of our innovation in banking, customer

service, technology focus and human resource practices.

These include:

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

in India – 2005 The Asset


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

Friendly Bank - 2004 Outlook Money


4. Best Bank 2004 Business India
5. Best domestic commercial bank Asian money
6. Best emerging bank in India Global Finance
7. Best multi - channel strategy 2003 The Banker

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

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PRODUCTS OF ICICI BANK LIMITED:

M ARK ETI NG STRA TEG I ES

22
ICICI Bank uses the concept of Universal Banking.

Universal Banking Concept

In universal banking, large banks operate extensively in networks of

branches, provide many different services, hold several claims on

firms (including equity and debt), and participate directly in the

corporate governance of firms that rely on the banks for funding or

as insurance underwriters. It means the ability to offer i.e. sell and

underwrite all the types of products and services to any set of

clients, either through a single or through a group of companies. The

practice of Universal Banking varies across several countries. India

faces a very high regulatory burden although now a conglomerate

structure of the universal banking has already been permitted .Many

international players like ABN-AMRO, Citigroup, HSBC, Deutsche

Bank, JP Morgan Chase, Lehman Brothers have realized the benefits

of Universal Banking. The ICICI Bank has also joined these

international players. The ICICI Bank functions as a universal bank

through itself and its associate companies in the areas of corporate

finance, commercial banking, personal banking, investment banking,

asset management, investor services and insurance. The Universal

Banking provides competitive advantage in the current scenario

through large product suite, diversified resource base, Economies of

scale and scope, Optimization of human and financial capital.

23
In a span of just four years, the ICICI Bank has emerged as a

consumer banking behemoth. With a retail book of over Rs 56,000

crores (Rs 560 billion) and a market share that is the envy of

competition -- it has a share of over 30 per cent – The ICICI Bank

today has reached a commanding position.

The bank boasts of the widest integrated technology platform in the

country and only a fourth of its business takes place at its branches

and subsidiaries.

Its legacy of non-performing assets (NPAs) -- for which it has been

rated below its peers earlier-- is now almost history with net NPLs

(non-performing loans) down to 2 per cent.

Armed with a much stronger balance sheet, the ICICI Bank is

aggressively foraying into overseas markets and also has an eye on

the rural India.

Rural India is an opportunity, somewhat premature, but in the next

12-18 months the bank’s strategy will be seen there. Bank is looking

at new agri lending as something that is directed; it's a viable

business proposition, but it has to be driven very carefully. The bank

can't have branches there because that is not workable in terms of

costs.

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The solution to this problem is to partner with the micro-credit

institutions, corporate providing inputs or buying products from the

farmer and self-help groups.

Major Steps Taken:

In 2001 ICICI acquired the Bank of Madura (est. In 1943). The Bank

of Madura was a Chettiar bank, and had acquired the Chettinad

Mercantile Bank (est. In 1933) and the Illanji Bank (est. in 1904) in

the 1960s.

In 2007 ICICI amalgamated the Sangli Bank, which was

headquartered in Sangli, in Maharashtra State, and which had 158

branches in Maharashtra state and another 31 in Karnataka State.

ICICI also received permission from the government of Qatar to open

a branch in Doha and from the US Federal Reserve to open a branch

in New York city. ICICI Bank Eurasia opened a second branch in St.

Petersburg.

In 2008 the ICICI Bank launched iMobile, a comprehensive Mobile

banking solution. iMobile is considered to be a breakthrough

innovation in the Indian Banking which allows a customer to do all

possible transactions through a GPRS-enabled mobile phone easily

and conveniently.

Global Market Strategy:

25
The global opportunity spectrum is changing dramatically, and in the

next three years, the bank’s global business will contribute one-third

of the book top line and bottom-line. Today it's about only 10-12 per

cent. The NRI (people living abroad) is a great customer and the

other is the Indian corporate who is globalising -- either in the trade

business or is setting up businesses abroad.

Bank’s USP (unique selling proposition) is a unique technology; it

can get customers to talk to his constituents online. The NRI is an

interesting link because today he has tremendous needs in India; he

wants to remit money, purchase a commodity, buy a home, especially

the H1 visa guys. This year 10 per cent of the home loans will be

lended to NRIs.

In the United Kingdom the ICICI bank have a partnership with

Lloyds Bank and are present in 30 branches there, promoting joint

products, and they get new customers.

In the United States the ICICI bank have a tie-up with Wells Fargo

and their customers can start a remittance into India from any

channel.

ADVERTISING STRATEGY:

Amitabh Bachchan as brand ambassador of ICICI:

26
Under the agreement, Mr. Amitabh Bachchan endorsed and promoted

all the products and services offered by ICICI and its Group

companies for a period of two years.During his term as the brand

ambassador, he played a key role in all major brand and product

communication by ICICI. He endorsed the ICICI brand through

corporate and product campaigns on television, print and outdoor

medium. Mr. Bachchan also participated in select events such as new

product launches, various campaigns, and customer reward

programmes etc.

ShahRukh Khan as global brand ambassador of ICICI:

After Mr. Bachchan the ICICI Bank has decided to resort to the

celebrity endorsement route to promote its brand. Almost two-and-a-

half years since superstar Amitabh Bachchan endorsed the ICICI

brand, the company has signed up Shah Rukh Khan as its global

ambassador. Shah Rukh Khan whose increasing global popularity

gives synergy to the growing global presence of ICICI Bank.

Shahrukh Khan is a truly global Indian who embodies the Indian

winning spirit in a true sense. The energy and innovation which

Shahrukh Khan represents coupled with his popularity both in India

and abroad make him the ideal choice for the ICICI Bank,

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

27
of four years, the ICICI Bank has established its presence in 12

countries including UK, Canada, US and the Middle East.

CO M PETI TO RS

28
Its nearest competitors in the private banking sector are HDFC Bank

and AXIS (UTI) Bank.

As compared to ICICI Bank HDFC is frenetically seeking to shrug

off the image of being a one-product company (home loans), by using

synergies that exist with its bank to foray into various areas like e-

broking, mutual funds, and insurance. For ICICI Bank, it is

imperative that it moves away from the high-risk, low-return

business of project finance.

ICICI is still puny when compared to HDFC but the objective is very

clear : grow the business, even if it has come at HDFC's cost.

Kalpana Morparia, Executive Director, ICICI, maintains that they got

into home loans simply because it's one of the safest businesses to

be in, given the low default rates. ''Besides, the market is growing

and there's space for all those who wants to enter.

HDFC Bank:

29
AXIS Bank:

In the case of Axis Bank, retail loans have declined from 30 per cent

of the total loan book of Rs 25,800 crores in June 2006 to around 23

per cent of loan book of Rs.41,280 crore (as of June 2007). Even

over a longer period, while the overall asset growth for Axis Bank

has been quite high and has matched that of the other banks, retail

exposures grew at a much slower pace.

30
Why ICICI Bank Leads:

ICICI bank envisaged retail banking as a key area of strategic

emphasis for it — with the share of the retail business (both on the

funding and asset sides) growing strongly year after year— the share

of retail business, particularly retail assets.

It appears to be following a business strategy that is quite different

from the high-volume and commodity-style approach of AXIS Bank

and HDFC Bank. That strategy also has its pluses in terms of the

relatively higher margins in some segments of the retail business and

the in-built credit risk diversification (and mitigation) achieved

through a widely dispersed retail credit portfolio. ICICI Bank has

been able to maintain the quality of its loan portfolio for a decent

time period now.

31
PRODUCT AND SERVICE PROFILE OF THE

ORGANIZATION COMPETITORS.

Products & services include:

• SAVING ACCOUNT

- NORMAL

- SILVER

- GOLD

- TITANIUM

• OTHER SERVICE

- Tax Payment

- Insurance

- Investment

ICICI Bank cross-border strategies and custom-designed solutions

our customers receive quick payments and have easy access to

information details. Others also have better control over foreign

receivables and experience improved cash flows. ICICI Bank export,

import, remittance, inland, advisory and online trade services extend

to all industries.

32
Also provide comprehensive banking solutions for

industries that include

• Automotive

• Construction

• Pharmaceuticals

• Travel and Tourism

• Gems and Jewelry

• Apparel

• Transport

• Educational Institutions

Some of the features that give our customers a value-added

banking experience include:

Technology

The technology driven banking system ensures a wide reach, instant

online transactions and faster dealings.

ProductRange

The products spectrum includes easy loans, phone banking, doorstep

banking, etc. They also have products targeted at specific groups.

The zero balance roaming current accounts caters specifically to

33
entrepreneurs. It offers remittance, export, import and advisory

services. Besides, being a “zero balance” account it enables the

customers to utilize their financial resources more effectively.

Size & Network

ICICI Bnak have a wide customer base. They ‘Click and Brick'

distribution network includes branches, ATMs, internet banking,

phone banking and mobile banking.

34
PRO DUC T O FFERI NG S

PRODUCT OFFERING

1) DEPOSITS

ICICI Bank offers wide variety of Deposit Products to suit the

requirements of the customers. Convenience of networked branches/

ATMs and facility of E-channels like Internet and Mobile Banking.

a) Savings Account :

A Savings Account for everyone with a host of convenient features

and banking channels to transact through. So now people can bank at

their convenience, without the stress of waiting in queues. ICICI

service savings accounts with 8 to 8 banking and ‘out of branch’

banking.

b) Life Plus Senior Citizens Savings Account :

ICICI Bank understand that a Savings Account needs to do more after

people reach the age of seniority; the bank understand customers

concerns for safety and security. The bank has an ideal Savings Bank

Service for those who are 60 years and above. The Senior Citizen

35
Services from ICICI Bank has several advantages that are tailored to

bring more convenience and enjoyment in their life.

c) Young Stars Savings Account:

It's really important to help children learn the value of finances and

money management at an early age. Banking is a serious business,

but ICICI make banking a pleasure and at the same time fun.

Children learn how to manage their personal finances.

d) Fixed Deposits :

ICICI provides Safety, Flexibility, Liquidity and Returns in the case

of fixed deposits. A combination of unbeatable features of the Fixed

Deposit from ICICI Bank.

e) Recurring Deposits:

When expenses are high, people may not have adequate funds to

make big investments. An ICICI Bank Recurring Deposit lets the

customers invest small amounts of money every month that ends up

with a large saving on maturity. So the customers enjoy twin

advantages- affordability and higher earnings.

f) Easy Receive Savings Account :

36
Easy receive account is a unique savings account that caters to

domestic banking needs, while offering additional benefits for

remittances received in the account from abroad.

2) CARDS

ICICI Bank offers a variety of cards to suit different transactional

needs of its customers. ts range includes Credit Cards, Debit Cards

and Prepaid cards. These cards offer customers convenience for their

financial transactions like cash withdrawal, shopping and travel.

These cards are widely accepted both in India and abroad.

a)Credit Cards:

Credit Cards give customers a smart way to shop, and offer them

flexibility and convenience in managing their finances. ICICI Bank

credit cards provide a host of exciting offers and benefits to the

customers such as low interest rates, rewards programs, and a high

credit and cash limit. The bank offer different types of credit cards

to suit the different needs and requirements for added features

37
b) Travel Cards:The traveller’s card is the Hassle Free way to

Travel the world. Customers travelling with US Dollar, Euro, Pound

Sterling or Swiss Francs; Looking for security and convenience; can

opt for ICICI Bank Travel Card. It is issued in duplicate. It offers

Pin based security and has the convenience of usage of Credit or

Debit card.

CURRENT ACCOUNT

Roaming Current Account

With the Roaming Current Account (RCA), customers can enjoy the

convenience of Anytime Anywhere banking. They can operate their

RCA from any ICICI Bank branch in any city. RCA offers a wide

range of variants that include:

• Standard

• Classic

• Premium

• Gold

• Gold Plus

• Platinum

38
These variants are based on committed Quarterly Average Balance

with differential charges applicable to each variant. Customers can

choose the variant most suitable for their businessrequirements.

They even have the flexibility of changing their current account

variant every quarter based on their changing business needs. It also

offers the facilities of International

Business Banking Debit Card, Internet Banking, Phone Banking, E-

mail Banking & Mobile

Banking.

Accounts for businesses, big and small

The business needs and requirements are unique. This is why

customer’s account should be unique too. ICICI Bank offers people a

range of RCAs to meet varying banking requirements.

39
Anywhere cheque, national reaches

Issue a cheque from customer’s place of business. The suppliers can

encash it at over 249 centres all over India. When the cheque is

`local' everywhere, the business goes national!

Bank anytime anywhere

Customer’s always had one bank branch. Now every ICICI Bank

branch becomes people’s branch. Every branch manager is the

personal manager. People can get personal attention wherever their

business takes them.

Better cash flows

ICICI ask the customer’s to deposit the cheques at the nearest ICICI

Bank Branch, and they will see to it that the cheque reflects in

customer’s account fast. The bank helps customer’s money work

harder for them.

Banking on call

Banking has never been so convenient before. Now customers can use

the phone to make Balance Enquiries, Request for a Cheque Book,

Stop Payment and more.

40
Corporate Internet Banking

Customers can do all the banking they want without getting up from

their chair. With ICICI Bank's Internet Banking customers can access

their account from wherever they are, by logging in to their account

at www.icicibank.com. The customers can check their balance, pay

their bills, transfer funds or even pay their taxes sitting at their

desk.

Card Power

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

powerful Debit/ATM card that allows the customers to deposit and

withdraw cash at over 2000 ICICI Bank ATMs, plus over 10,000

VISA ATMs. The customers can also check their balance, view mini

account statement, and transacts at various 90,000 merchant

establishments across the country.

Mobile Banking

Now the entire customer’s need to keep in touch with their account

through their mobile. Sign up for alerts on daily balance, cheque

clearing alerts or bounced cheque alerts!

41
Card-to-Card Transfer

Transfer funds for free from the customer’s existing ICICI Bank

account to any Visa Card (debit or credit) in India. They can even

pay their Visa credit card bill through this facility available on

www.icicibank.com

Free daily email statement

Customers can get a daily email detailing your their ICICI Bank

current account transactions and balance. Sub scribal to this service

is free.

Business Loans

Money, just when customer needs it

As a growing entrepreneur, ICICI know how valuable time is for

people. People are constantly thinking of growth and managing their

business. At ICICI Bank, they think of the same when it comes to

customer’s business. ICICI’s Smart Business Loan is the easy access

to money. Customers can get up to Rs. 25 lacks as an Overdraft or a

Business Instalment Loan with no collaterals and faster turnaround

time.

42
Overdraft Easy Access Money

• Working capital as Overdraft facility

• Validity of 12 months

• Interest to be levied on the amount utilized

• Enjoy the flexibility to pay a minimum amount every month

• Interest Rate (IBAR + Cash Credit Premia + 2.75% )

• Processing Fees of 2.5%

Business Instalment Loan

Seize growth opportunities

• Credit facility in the form of Term Loan / Business Instalment

Loan

• Payment in the form of equated monthly instalments

• Repayment tenure of 12-36 months

• Plan and control your cash flows--

• Interest Rate (IBAR + Term Premia + 3.5%)*

• Processing Fees of 2.5%

43
Advantages

• Faster loan sanctions with minimum documentation

• One stop solution with a bouquet of products

• Attractive rate of interest

• Query resolution at local branches

Other benefits

• Facility to deposit cash in the current account**

• Online repayment facility**

• Availability of local cheques

• Flexibility to open accounts at local branches

Eligibility

• Income Tax Payee

• Good business track record

• Comfortable business vintage

44
SAVING ACCOUNT

An ICICI Bank Savings Account offers you a valuable

banking experience.

• Debit-cum-ATM Card

• Money Multiplier Facility

• Internet Banking

• Customer Care

• Mobile Banking

• Standing Instructions

• Nomination facility

• DD Call and Collect

45
Minimum Balance*

Type of
Balance
Account
Rs 10,000 in metro and urban

locations
Savings Account
Rs.5,000 in semi-urban and rural

locations

Debit-cum-ATM Card

With an ICICI Bank Savings Account you will get a debit

card that you can use to withdraw cash from any ATM.

Charges are applicable if you use a non-ICICI Bank ATM.

You may also use your debit card to directly make purchases

through a Visa POS (Point of Sale) machine available at

most stores! This will help you access your high interest

account from anywhere.

Money Multiplier Facility

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

46
High interest savings account earning.

Internet Banking

Banking could not have been more convenient. Just log in

with your user ID and password and make banking a hassle-

free routine. For details, or for the list of transactions that

you can do online, If you have forgotten your Internet

Banking password or user ID and wish to access your high

interest savings account,

Customer Care

Our 24-hour Customer Care is always available to answer

any query or take your instructions.

Mobile Banking

Transferring funds or getting to know your balance is as

easy as sending an SMS.

StandingInstructions ICICI Bank accepts and supports

Standing Instructions. You don’t have to worry about the

chore of carrying out a routine transaction. Just set up a

Standing Instruction and leave it to us to manage.

47
Nomination Facility

You may nominate a person as beneficiary to your account

proceeds.

DD Call and Collect

Don’t waste even a minute in a queue to collect a Demand

Draft or Pay Order. On the way to the branch, just call

Customer Care, provide details of the DD to be prepared and

collect it ready and signed at the branch!

Specials in Savings Account

• Comprehensive Banking

• Solutions with added features

• Supplementary Savings

• Ideal for tax-exempt entities

• Anywhere Banking

• Inward Remittance

• Free personalized cheque book

• Free business banking debit card

• Free unlimited fund transfers

• Free Internet/Phone/Mobile banking

48
Corporate Internet Banking

Corporate Internet Banking keeps you in complete control of your

account. You can even save up to 80% of your branch costs on key

transactions. You can bank anytime, anywhere, and have total

knowledge of account details all the time. So you are able to use

your funds to the fullest and maximise your cash flows. Plus, you

and your accounts department save a lot of valuable time. Just login

and view and download account statements, transfer funds, carry out

bulk /salary payments and more. All the while, you can rest assured

that our high-level 128-bit data encryption ensures high security

banking.

Key features include:

Anytime access to account details

Wherever you are in the world just login and view your mini/detailed

account statement. You can also download them as Excel/Text files

and even integrate them with your MIS.

Email statements in your inbox.

49
Sign up to receive account statements in your inbox daily, weekly or

monthly as per your requirements.

Online funds transfer

No more writing and signing cheques or visiting the bank

branch. No more delay in remitting money. Online funds transfers

are instant and help you maintain good trade relationships. You can

make linked account and inter-bank funds transfers.

Bulk upload through SEFT/EFT

Do bulk salary uploads, make vendor payments and collect from

dealers using Special Electronic Funds Transfer (SEFT) and

Electronic Funds Transfer (EFT). Cut out the hassles of writing

individual cheques and receipts and benefit from drastically reduced

cheque clearance time. SEFT credits funds the same day while EFT

takes three working days.

Online bill payment

Pay all your utility and credit card bills online.

Online requests--from cheques to LC Applications.

50
Everything from cheque books to LCs is yours for the asking. Login

and request for a Letter of Credit or cheque book, open a fixed

deposit or quantum optima account, or stop cheque payment.

Phone Banking

You need to know what's happening in your account all the time.

Keep track of, and control, your account from miles away, with just

a phone call. ICICI Bank offers Phone banking, a 24/7 automated

service with multiple language options. Get account details, check

your cheque status, ask for product details and do more. It’s highly

convenient and saves time.

Key features include:

Anytime access to account details.

Just call and know your account balance or outstanding balance

anytime.

Track cheque status.

Now call and know the status of your cheques anytime.

Transaction information for trade services.

51
Stay informed and in control of your transactions anywhere in the

world. Track outstanding forward contract, know the status of

inward/outward bills and get more information.

Requests.

Ask for anything from cheque books to email statements. Whenever

you want to get a DD, create an FD or link it to another, stop cheque

payment, just call

Details of new products and solutions.

Know about new products and services immediately. You can also get

details of our entire range of innovative products and services.

Block Debit Cards.

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

Mobile Banking

For better cash flows you have to stay in control of your account.

ICICI Bank’s Mobile Banking frees you of all the hassles of physical

banking and keeps you updated through your mobile. Know your

52
account balance, get alerts and reminders at the right moment and

more.

SMS alerts

You don’t have to call or ask for your account details. Know the

moment your account is credited or debited. Receive SMS alerts and

stay informed. Get alerts for:End-of-day account

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

cheque.

Request

Wherever you are in the world you just call and ask for specific

information about your account. Request for:Cheque status.Last 5

transactions.Account balance.Stop inward/outward cheque.

E-Mail Statemants

With so many transactions happening in your account you need to

keep track of it constantly. Now, you don’t have to do a thing to get

your account statement. Every day you and your accountant can

53
receive your account statement by email. You can ask for account

statements on a daily, weekly or monthly basis. What’s more,

Anywhere Deposit and Withdrawal

At ICICI Bank, you’re not tied down to one branch. Every branch is

your branch. You can deposit or withdraw from any of the branches.

Get personal attention wherever your business takes you. Wherever

you are, with over 600 branches all over India ICICI Bank is always

close at hand.

Key features include:

Upcountry cheque collection.

Stay connected to your customers in any part of the country. Ask

your customers to deposit their cheques at their nearest ICICI Bank

and ensure quick remittance and faster cash flows.

At par cheques

Issue a ‘local’ cheque from anywhere. With ICICI Bank’s at par

cheques, payments clear faster and your vendors remain happy.

Deposit or withdraw anywhere

54
Deposit cheques at and withdraw cash from any of the over 600

branches of ICICI Bank. You can do the same at any ICICI

Bank ATM.

Electronic Funds Transfer

With your business on the rise you have to get more from your

accounts team. Simplify bulk pay outs or payments, optimise

performance and reduce workload with ICICI Bank's Electronic

Funds Transfer (EFT) and Special Electronic Funds Transfer (SEFT).

Transfer funds from one location to another in no time. No more

making, signing and dispatching cheques. Benefit from quick and

easy bulk salary uploads, vendor payments, etc.Key features include:

FIXED DEPOSITE

• Wide range of tenures

• Choice of investment plans

• Partial withdrawal permitted

• Safe custody of fixed deposit receipts

• Auto renewal possible

• Loan facility available

Features

55
customer can deposit any amount of money in Fixed Deposit for as

long as you wish between 15 days to 10 years.

All fixed deposits come with a set choice of investment plans. Fixed

Rate Deposit accounts also provide Fixed Loans. Re-investment

Fixed Deposit rates do not change but work like a Recurring Debit

Account transaction. In other words, Re-investment Plans are

compounded over traditional deposits and hence are more lucrative

over different time periods.

Benefits

Fixed Deposits at ICICI Bank comes with nomination facility. offer

online access to Fixed Deposits through Internet Banking channel.

Internet Banking at ICICI Bank allows to connect Credit Card, Loan

and Fixed Deposit with savings account.

In re-investment deposits, the interest is compounded quarterly and

reinvested with the principal.

56
RESE AR CH

Objective of research:

All research aim at finding answer to questions by applying certain

scientific procedures. Research investigates the truth, which is

hidden and tries to final solution to existing problem, which have

not been discovered yet. Different purposes depending on nature and

type of research. Generally we have following categories of

objectives of research:

1.Become familiar with an existing phenomenon or achieve new

insight into existing phenomenon. Such studies are termed as

“exploratory or formulative research studies”.

2. To accurately determine the real features or characteristics of

individuals, situations or groups. Such studies are termed as

“descriptive studies”.

57
3. To ascertain the frequency of occurrence of something or

ascertain association of something with something else. Such

studies are known as “diagnostic research study”.

4. To test a hypothesis of a casual relationship between variables.

Such studies are known as “hypothesis testing research

studies”.

RESEARCH DESIGN AND METHODOLOGY

1) Qualitative Customer Research

2) Quantitative Research

1) Qualitative Customer Research

The need to talk with customers to uncover issues salient to them has

become increasingly obvious over the past several years. What has

not become obvious, however, are the techniques needed to uncover

such issues accurately and in-depth. CFI Group’s system utilizes

qualitative one-on-one customer interviews specifically designed to

cover both issues identified as relevant by management personnel

and to allow customers to voice their opinions, concerns and desires

which might otherwise be left unknown to management.While

management would likely be able to predict a large percentage of the

components and issues salient to customer satisfaction, there is still

a reasonable amount of information to be gained from customers

58
which would go unsaid if customer interview structures were too

rigid.

♦ One-on-one interviews.

While focus groups can be useful in certain cases, typically what

happens in such settings is that one or two strong voices emerge only

to be followed by the rest of the group. The resulting information is

highly biased and skewed toward the more vocal customers in the

group. Although interviewers often try to avoid such biases by

requiring focus group attendees to talk “in turn”, they may still miss

subtle (and not-so subtle) pressures which come from group

meetings. Valuable information may be lost in such settings where

the interview is highly structured.

♦ Open ended, semi-structured interview approach. This

approach allows us to ask customers about issues mentioned in

secondary research and management interviews, while still leaving

the opportunity for each customer to discuss “top-of-mind” issues

59
during the course of the interview, thereby identifying salient

factors which might otherwise go undetected.

2) Quantitative Research

Ultimately, the power and precision of the hypothetical model is

proven in the quantitative phase of CFI Group’s system.

Understanding our methodology requires an understanding of three

distinct points:

i. Estimating Importance, Utility, and Impact

ii. ii. Estimating Derived Importance

iii. iii. Causal Models: comparing covariance structure analysis

(e.g., LISREL) and partial least squares (e.g., World’s PLS

system), the two major approaches to causal models. Our

objective is to identify those quality dimensions whose

improvement offers the greatest returns, as measured in

customer satisfaction, retention rate (and potentially related

measures of individual behavior, such as spending level) and

corporate financial performance. That is, if the level of

performance on a quality attribute improves by a given

amount, how much will satisfaction (and, subsequently

customer retention or financial performance) improve? In

evaluating a methodology, the most important criterion is

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

60
OBJECTIVE OF RESEARCH:

There were basically two objectives of the Market Research that was

conducted among the valuable customers of ICICI Bank. These two

objectives were:

1) To know about the customers perception about CASA &FD;

This was done to find out that what the customers think about

various kinds of products.

2) To find out the knowledge of customers about the various

product offerings of ICICI Bank.

This was done to find out that how much knowledge do the customers

have about the various products of the ICICI Bank.

RESEARCH WORK

In the survey work the method of Questionnaire is being used. The

questionnaires are then studied properly to find out about the various

valuable customers of ICICI bank & their knowledge about the

product offerings of ICICI bank.

Field Work

61
I conducted a survey for eight weeks among various valuable

customers. The survey was about market segment of CASA & FD. I

made the customers aware of various products & schemes of ICICI

Bank. I gave them information about the FD and the market risks

present in today’s scenario. Many customers are convinced about

investing their money in ICICI deposits schemes.

From the survey ICICI bank gained the knowledge about their

various customers & that there is lack of knowledge among some

customers. Through this survey the customers came to know about

the schemes & policies of ICICI bank and also various product

offerings of ICICI bank.

Step by step procedure of the survey:

1) Scheduling appointments:

Making telephone calls to all the customers for the appointments.

Many a times customers were busy, sometimes they told me to

reschedule the appointments. Many of the customers were high

profile customers so they were busy all through the week that’s why

it was a tough job to take appointments. It proved a challenge for me

to get appointments.

2) View of the customers:

62
I interacted with all the customers to know about their views related

to the savings & deposits. I asked them that what kind of knowledge

they possess about products of savings & deposits and how much

they know about the various schemes of the ICICI bank. I came to

know How they previously invested their money in different schemes

& what kind of profit they gained earlier.

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

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

63
• Oppressed by ICICI Bank's loan recovery agents, Shakuntala Joshi (38), committed
suicide by hanging. The suicide note stated that she was upset with the ill-treatment
meted out by ICICI Bank's recovery agents and had thus decided to end her life.
• In another case of a suicide it is alleged that ‘goondas’ sent by ICICI Bank abused
Himanshu and his wife in front of the entire residential colony before taking away his
vehicle. Feeling frustrated and insulted, he reportedly committed suicide.
• C.L.N Murthy, a scientist with the Hyderabad-based Indian Institute of Chemical
Technology, was allegedly tortured by recovery agents of ICICI Bank after he defaulted
on his loan.“They humiliated me no end. They ripped my shirt, shaved my moustache, cut
my hair and gave electric shocks on my chest and even spat on my face" adds Murthy.
• A dozen recovery agents of ICICI Bank, riding on bikes, allegedly forced a prominent
lawyer, Someshwari Prasad, to stop his car. They held Prasad at gunpoint and also
slapped him to force him. A manager of the ICICI Bank branch, Rakesh Mehta, along
with four other employees were arrested.
• In a landmark case, Allahabad High Court had ordered registration of an FIR against
ICICI Bank's branch manager, President, Chairman and Managing Director on a
complaint of 75-year-old widow Prakash Kaur. She had complained that “goondas” were
sent by the bank to harass her and forcibly took away her truck. When the Supreme Court
wanted to know about the procedure adopted by the Bank, ICICI Bank counsel said
notice would be sent to a defaulter asking him either to pay the instalments or hand over
the vehicle purchased on loan, failing which the agents would be asked to seize it. When
the Bench pointed out that recovery or seizure could be done only legally, ICICI Bank
counsel said, "If we have to go through the legal process it would be difficult to recover
the instalments as there are millions of defaulters".
• Taking strong exception to ICICI Bank's use of 'goondas' against a defaulter, the
president of Consumer Disputes Redressal Forum said, "The fact leaves us aghast at the
manner of functioning and goondaism in which the bank is involved for a petty amount of
Rs 1,889... such attitude is deplorable and sends chills down the spine....The bank had the
option to recover dues through legal means. They have no legal right to snatch the vehicle
in such a manner which amounts to robbery,". In this case recovery agents pointed a
pistol at a defaulter when he tried to resist. ICICI bank argued that they had taken
peaceful possession of the vehicle "after due intimation to the complainant as he was
irregular in remitting the monthly instalments". But the court found out that the records
proved otherwise.
• Two senior ICICI Bank officials were booked for abducting one Vikas Porwal from his
house and keeping him hostage in the Bank's premises.
• The credit card division of the ICICI Bank allegedly threatened a senior citizen in
Chandigarh with a fictitious arrest warrant on account of a default that never was.
• A Consumer Commission has asked ICICI Bank MD K V Kamath to appear before it in
respect a complaint. A borrower on protesting against the forceful dispossession of his
car, as seen in the post-incident photographs, was roughed up and sustained injuries.
• An 18-year-old boy was allegedly kidnapped and detained at the Pune branch of ICICI
Bank.
• There have been several other minor legal cases accusing harassment by ICICI Bank
• A consumer court imposed a joint penalty of Rs. 25 lakh on ICICI Bank and American
Express Bank for making unsolicited calls.

64
ANALYSIS

ANALYSIS OF SURVEY

Sample Size:100 (As per company’s instructions)

Q1) How would you like to invest your savings?

65
DIRECTEQUITY
REALESTATE
MUTUALFUNDS
GOLD

OBSERVATION:

During the survey it was found out that the 42% of the customers are

interested in FD as it is a lucrative market these days and 37 %

in Mutual Funds. Only few of the customers were interested in Real

estate, Direct Equity and Gold investments.

Q2) Which do you think is more profitable?

66
GOLD
F.D.
REALESTATE

OBSERVATION:

69% of the customers think that FD is more profitable as it is the

most lucrative market at present.10% think that gold equity is more

profitable and 21% feels Real Estate as more profitable.

Q3) which investment style do you prefer most?

67
During the survey it was found that 79% of the customers prefer

Growth kind of investment style and 19% of the customers prefer

Value kind of investment style. Only 2% of the customers prefer

others.

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

68
1YEAR
1-3YEAR
3-5YEAR
>5YEAR

OBSERVATION:

Most of the people (82%) want to invest their money for a period of

3-5 years. 11% of the people want to invest for 1-3 years. Only 5%

customers want to invest their money for more than 5 years. 2%

customers want to invest for 1 year.

Q5). Are you aware of our investment plans?

69
No. of Respondents

Yes 67
No 33
Total 100

70
60
50
40 YES
NO
30
20
10
0

OBSERVATION:

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

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

70
a. S a v i n g s A c c o u n t 16
b. Y o u n g S t a r s S a v i n g s A / c 26

c. F i x e d D e p o s i t s 14
d. R e c u r r i n g D e p o s i t s 22
e. C r e d i t C a r d s 12

No. of Respondants

30 26
25 22
20 16
14
15 12
10
5
0
saving young F.D, recurring credit
a/c stars a/c card

OBSERVATION:

During my field work 16% people saving a/c,26%youngester prefer stsrs


a/c,14% f.d a/c,22%recuring and 12%people like &prefer credit card .

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

71
a. 0-3 years 18
b. 3-6 years 35
c. 6-10 years 27
d. Above 10 years 10

No. of Respondants

11% 20%

30%

39%

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

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

72
Q8). What is the deterrent of not investing in banks?
No. of Respondents
a. Ignorance about the product 21

b. Low interest rates 09


c. Availability of other plans 18
d. All of the above 52

No. of Respondents

21%

9%
52%
18%

Ignorance abt pdt low int rate

OBSERVATION:

• I observed that in during the project more than half of respondents


which amounts to 58% were interested in all of the above factors.

73
Q9)..How do see the chances of investment in our product?
No. of Respondents
a. High 43
b. Moderate 31
c. Low 16

No. of Respondents

18%
48% High
Moderate
34%
Low

OBSERVATION:

 I found in during my training 48% preferred High whereas 34%


samples preferred moderate while low sample were very low.
 As I observed that max people are of below 30 they have willingness
to achieve high growth for fulfill their dreams

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

74
No. of Respondents
a. Yes 72
b. No 28

No of Respondents
yes No

28%

72%

OBSERVATION:

I observed that in during the project of respondents which


72% were satisfied with the Private Banking facility offered by
ICICI bank

75
Q11). Are you satisfied with the Investment made in ICICI bank?

No. of Respondents
a. Yes 41

b. No 59

OBSERVATION

I found in during my training 41% satisfied with the


investment in ICICI bank

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

76
No of Respondents

a. Yes 63

b. No 37

OBSERVATION

During my field work 63% people are satisfied with the


various loans offered by ICICI bank. .

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

77
a. Yes 53

b. No 47

OBSERVATION

• I observed that in during the project more than half of respondents


which 53% were satisfied with the various deposits offered by ICICI
bank

Q14).Are you satisfied with the Mobile Banking facility provided by


ICICI bank?
No of Respondents

78
a. Yes 74

b. No 26

OBSERVATION

74% people are satisfied with the mobile Banking facility


provided by ICICI bank

Q15). Are you satisfied with the Internet Banking facility provided by
ICICI bank?

No of Respondents

79
a. Y e s 67

b. No 33

OBSERVATION

I observed that 67% people are satisfied with internet

banking.

RESU LTS

Challenge:

80
Basic challenge of ICICI is the business growth by addressing the

more lucrative and growing segment of middle-class consumers and

emerging corporate.

Main challenge faced by the company is retention of clients

as well as increasing its number of clients. The major

objective of the survey was to increase the awareness

among customers about the products of ICICI Bank and

about the recent policies and schemes of ICICI bank.

Possible Solution:

Strategic adoption of technology to ensure that ICICI transforms into

a universal bank, which will provide fast and efficient customer

service besides offering the whole gamut of banking and financial

services.

The retention of clients can be done with better relationship

building, proper interaction and proper care of clients. By

understanding the basic needs of the customers & by analysing then

financial situation of the customers the clients can be easily

retained. The approach of the company should not be product centric.

It should primarily focus on clients and their needs. The risk

appetite of the customers should be calculated properly. The

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company should understand that when and under what circumstances

the clients need money. The company should target on fulfilling the

short as well as long term goals.

The company should review the portfolio of clients time to time. By

proper monitoring and rebalancing the portfolio at regular intervals

the clients should be retained without any problem.

Conc l us i on & Re c om m e ndati on :

Following segmentation approach have been of immense advantage


but as we did not have data for other segments of people barring
Saving Accounts, a lot of time and effort was lost in arranging
for and collection of data. Prior collection of databases and
working on them would have been more beneficial.

1.All possible tools and techniques were found to be responsive.


But as the same time targeting individuals understanding their
requirements and then approaching him for getting converted as
the financial advisor was challenging.

2.As it has been already stated the limitation of the entire project
was mainly the fee structure therefore it can be concluded that
reduction or completed withdrawal of the fees would give a boost
to the whole concept of recruitment.

3. Spreading awareness about the agency business would increase


the number of walk in by prospective advisors. This will

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further improve the conversion rate of recruitment of the
company.
1. Rdeduce the paper work and time on opening of new

account

2. Reduce the maintenance charge and hidden cost.

3. Presence of semi-urban and rural area introduce the

customer awareness programme.

4. Motivate to customer by attracvtive offer of intrest.

5. Devlope the micro finance.

6. Increase the credit of limit.

BIBLIOGRAPHY

1) Toor, N.S(2005). Handbook of Banking Information

2) David Aaker, Kumar, George Day. Market Research(2001), John

Willey & Sons.

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3) Philip Kotler. Marketing Management(2002), Prentise Hall Inc, A

pearson Education Company.

4) Product Offering Brochures, ICICI Bank

5) Research Methodology (Kothari C.R.)

WEBLIOGRAPHY

5) ICICI Bank website: www.icicibank.com

6) Amfi India website: www.amfiindia.com

7) Google website: www.google.com

QUESTIONNAIRE:

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Name:

Gender: Male Female

Age: Below30 31-45 46-60 Above60

Email-id:

Contact No:

Address:

Q1) How would you like to invest your savings?

a) F.D. b) Direct Equity d) Mutual Funds

c) Real Estate e) Gold .

Q2) which investment style do you prefer most?

a) Growth b) Value c) Others .

sQ3) Which do you think is more profitable?

a) F.D. b) Real Estate c) Gold .

Q4) What time horizons are you looking to do

investment?

a) 1Year b) 1-3 Years

c) 3-5 Years d)5 Years .

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

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

Savings Account 16

Young Stars Savings A/c 26

Fixed Deposits 14

Recurring Deposits 22

Credit Cards 12

Q7). If you select F.D.,then for how much period you will fix it ?
No. of Respondents
e. 0-3 years 18
f. 3-6 years 35
g. 6-10 years 27
h. Above 10 years 10
Q8).What is the deterrent of not investing in banks?
No. of Respondents
Ignorance about the product 21

Low interest rates 09


Availability of other plans 18
All of the above 52
Q9). How do see the chances of investment in our product?
No. of Respondents
High 43
Moderate 31
Low 16

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sQ10). Are you satisfied with the Private Banking facility offered by ICICI
bank?
(a) Yes (b) NO

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


(a)yes (b) No

Q12). Are you satisfied with the various loans offered by ICICI bank?
(a) Yes (b) No
Q13). Are you satisfied with the various deposits offered by ICICI bank?
(a) yes (b) No
(b)

Q14).Are you satisfied with the Mobile Banking facility provided by ICICI
bank?
(a)yes (b)No

Q15). Are you satisfied with the Internet Banking facility provided by ICICI
bank?
(a)yes (b)No

Q16), Are you satisfied from the facilities provided with branches of
ICICI bank?
(a)yes (b)No

Q17). Are you satisfied with the ATM facility provided by ICICI bank?
(a)yes (b)No

Q18). Are you satisfied with the Phone Banking facility provided by
ICICI bank?
(a)yes (b)No

Q19). Are you satisfied with the Bank @ Home facility provided by
ICICI bank?
(a)yes (b)No

Q20). Overall Customers satisfaction towards various services


provided by ICICI Bank.
(a)yes (b)No

Q21). Are you satisfied with the various cards of ICICI bank?
(a)yes (b)No

Q22). Are you satisfied with the Anywhere Banking facility provided
by ICICI bank?
(a)yes (b)No

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