Professional Documents
Culture Documents
A PROJECT REPORT
SUBMITTED BY
Roll.No.19
Of
MASTERS OF BUSINESS
ADMINISTRATION(2009-11)
1
Prof.M.D.KAKADE ABHIJIT BHARTI
Acknowledgement
ANAND MOHAN
MISHRA
2
M.B.A(G)3 rd
Semester
Roll.No.19
CERTIFICATE OF COMPLETION
2
(Teacher Guide) Program Co-ordinator
Director
3
Date:
Place:
DECLARATION
Semester, hereby declare that, I have completed the report the report
knowledge.
Roll.No.19
4
PRECFACE
about the CASA & FD and to get an insight about the various
and what are the other marketing strategies of the company. A survey
has been done and data has been collected from various customers all
the survey the customers were interacted in order to find out their
5
TABLE OF CONTENT
3. History 13-18
7. Competitors 30-38
13. Bibliography 92
6
14. Annexure 93-97
EXECUTIVE SUMMARY
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
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
7
FINDINGS
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.
8
reduction or completed withdrawal of the fees would give a
boost to the whole concept of recruitment.
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
9
I NTRO DU CTI O N
COMAPANY PROFILE
Founded- 1955
Key people- K.V. Kamath(Chairman) Chanda Kochhar (MD & CEO) N. S. Kannan(CFO)
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$1.05 billion) (2010), Total assets ▲ US$
10
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
Bank has a network of about 2009 branches and 5219 ATMs in India
Unites States, Singapore, Bahrain, Hong Kong, Sri Lanka, Qatar and
11
ICICI Bank's equity shares are listed in India on Bombay Stock
and its American Depositary Receipts (ADRs) are listed on the New
to its work force. The speed with which it has been able to transform
almost singularly owing to the skills, enterprise and the depth of its
human resources.
12
s
HISTORY
in the form of ADRs listed on the NYSE in fiscal 2000, ICICI Bank's
investors in fiscal 2001 and fiscal 2002. ICICI was formed in 1955 at
ICICI Bank. In 1999, ICICI become the first Indian company and the
on the NYSE.
13
After consideration of various corporate structuring alternatives in
managements of ICICI and ICICI Bank formed the view that the
alternative for both entities, and would create the optimal legal
14
Limited, with ICICI Bank. The merger was approved by shareholders
single entity.
15
GROWTH OF THE INDUSTRY
World Bank and other multi-lateral agencies, ICICI was also among
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
2002: ICICI Ltd. Merged with ICICI Bank Ltd. To create India’s
16
2002: ICICI assigned higher than sovereign rating by Moody’s.
in Pune,
Mumbai.
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
subsidiary launched
2003: India’s first ever "Visa Mini Credit Card", a 43% smaller
2003: ICICI Bank became the market leader in retail credit in India.
2004: Max Money, a home loan product that offers the dual benefit
Reliance Infocomm.
2004: India’s first multi-branded credit card with HPCL and Airtel
launched.
18
2007: Launched Bank@home services for all Savings and Current
2008: ICICI Bank enters US, launches its first branch in New York
Frankfurt
in Asia (ex-Japan) in 2008 till date and the second largest deal in
19
PRESENT STATUS OF THE ORGANIZATION
• Technology
• Product range
20
Customer relationship. We believe in establishing a personal
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
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
21
PRODUCTS OF ICICI BANK LIMITED:
22
ICICI Bank uses the concept of Universal Banking.
23
In a span of just four years, the ICICI Bank has emerged as a
crores (Rs 560 billion) and a market share that is the envy of
country and only a fourth of its business takes place at its branches
and subsidiaries.
rated below its peers earlier-- is now almost history with net NPLs
12-18 months the bank’s strategy will be seen there. Bank is looking
costs.
24
The solution to this problem is to partner with the micro-credit
In 2001 ICICI acquired the Bank of Madura (est. In 1943). The Bank
Mercantile Bank (est. In 1933) and the Illanji Bank (est. in 1904) in
the 1960s.
in New York city. ICICI Bank Eurasia opened a second branch in St.
Petersburg.
and conveniently.
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
the H1 visa guys. This year 10 per cent of the home loans will be
lended to NRIs.
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:
26
Under the agreement, Mr. Amitabh Bachchan endorsed and promoted
all the products and services offered by ICICI and its Group
programmes etc.
After Mr. Bachchan the ICICI Bank has decided to resort to the
brand, the company has signed up Shah Rukh Khan as its global
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
CO M PETI TO RS
28
Its nearest competitors in the private banking sector are HDFC Bank
synergies that exist with its bank to foray into various areas like e-
ICICI is still puny when compared to HDFC but the objective is very
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
HDFC Bank:
29
AXIS Bank:
In the case of Axis Bank, retail loans have declined from 30 per cent
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
30
Why ICICI Bank Leads:
emphasis for it — with the share of the retail business (both on the
funding and asset sides) growing strongly year after year— the share
and HDFC Bank. That strategy also has its pluses in terms of the
been able to maintain the quality of its loan portfolio for a decent
31
PRODUCT AND SERVICE PROFILE OF THE
ORGANIZATION COMPETITORS.
• SAVING ACCOUNT
- NORMAL
- SILVER
- GOLD
- TITANIUM
• OTHER SERVICE
- Tax Payment
- Insurance
- Investment
to all industries.
32
Also provide comprehensive banking solutions for
• Automotive
• Construction
• Pharmaceuticals
• Apparel
• Transport
• Educational Institutions
Technology
ProductRange
33
entrepreneurs. It offers remittance, export, import and advisory
ICICI Bnak have a wide customer base. They ‘Click and Brick'
34
PRO DUC T O FFERI NG S
PRODUCT OFFERING
1) DEPOSITS
a) Savings Account :
banking.
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
It's really important to help children learn the value of finances and
but ICICI make banking a pleasure and at the same time fun.
d) Fixed Deposits :
e) Recurring Deposits:
When expenses are high, people may not have adequate funds to
36
Easy receive account is a unique savings account that caters to
2) CARDS
and Prepaid cards. These cards offer customers convenience for their
a)Credit Cards:
Credit Cards give customers a smart way to shop, and offer them
credit and cash limit. The bank offer different types of credit cards
37
b) Travel Cards:The traveller’s card is the Hassle Free way to
Debit card.
CURRENT ACCOUNT
With the Roaming Current Account (RCA), customers can enjoy the
RCA from any ICICI Bank branch in any city. RCA offers a wide
• Standard
• Classic
• Premium
• Gold
• Gold Plus
• Platinum
38
These variants are based on committed Quarterly Average Balance
Banking.
39
Anywhere cheque, national reaches
encash it at over 249 centres all over India. When the cheque is
Customer’s always had one bank branch. Now every ICICI Bank
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
Banking on call
Banking has never been so convenient before. Now customers can use
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 bills, transfer funds or even pay their taxes sitting at their
desk.
Card Power
withdraw cash at over 2000 ICICI Bank ATMs, plus over 10,000
VISA ATMs. The customers can also check their balance, view mini
Mobile Banking
Now the entire customer’s need to keep in touch with their account
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
Customers can get a daily email detailing your their ICICI Bank
is free.
Business Loans
time.
42
Overdraft Easy Access Money
• Validity of 12 months
Loan
43
Advantages
Other benefits
Eligibility
44
SAVING ACCOUNT
banking experience.
• Debit-cum-ATM Card
• Internet Banking
• Customer Care
• Mobile Banking
• Standing Instructions
• Nomination facility
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
card that you can use to withdraw cash from any ATM.
You may also use your debit card to directly make purchases
most stores! This will help you access your high interest
46
High interest savings account earning.
Internet Banking
Customer Care
Mobile Banking
47
Nomination Facility
proceeds.
• Comprehensive Banking
• Supplementary Savings
• Anywhere Banking
• Inward Remittance
48
Corporate Internet Banking
account. You can even save up to 80% of your branch costs on key
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
banking.
Wherever you are in the world just login and view your mini/detailed
49
Sign up to receive account statements in your inbox daily, weekly or
are instant and help you maintain good trade relationships. You can
cheque clearance time. SEFT credits funds the same day while EFT
50
Everything from cheque books to LCs is yours for the asking. Login
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
your cheque status, ask for product details and do more. It’s highly
anytime.
51
Stay informed and in control of your transactions anywhere in the
Requests.
Know about new products and services immediately. You can also get
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
cheque.
Request
Wherever you are in the world you just call and ask for specific
E-Mail Statemants
your account statement. Every day you and your accountant can
53
receive your account statement by email. You can ask for account
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.
you are, with over 600 branches all over India ICICI Bank is always
close at hand.
At par cheques
54
Deposit cheques at and withdraw cash from any of the over 600
Bank ATM.
With your business on the rise you have to get more from your
FIXED DEPOSITE
Features
55
customer can deposit any amount of money in Fixed Deposit for as
All fixed deposits come with a set choice of investment plans. Fixed
Fixed Deposit rates do not change but work like a Recurring Debit
Benefits
56
RESE AR CH
Objective of research:
objectives of research:
“descriptive studies”.
57
3. To ascertain the frequency of occurrence of something or
studies”.
2) Quantitative Research
The need to talk with customers to uncover issues salient to them has
become increasingly obvious over the past several years. What has
58
which would go unsaid if customer interview structures were too
rigid.
♦ One-on-one interviews.
happens in such settings is that one or two strong voices emerge only
highly biased and skewed toward the more vocal customers in the
requiring focus group attendees to talk “in turn”, they may still miss
59
during the course of the interview, thereby identifying salient
2) Quantitative Research
distinct points:
60
OBJECTIVE OF RESEARCH:
There were basically two objectives of the Market Research that was
objectives were:
This was done to find out that what the customers think about
This was done to find out that how much knowledge do the customers
RESEARCH WORK
questionnaires are then studied properly to find out about the various
Field Work
61
I conducted a survey for eight weeks among various valuable
customers. The survey was about market segment of CASA & FD. I
Bank. I gave them information about the FD and the market risks
From the survey ICICI bank gained the knowledge about their
the schemes & policies of ICICI bank and also various product
1) Scheduling appointments:
profile customers so they were busy all through the week that’s why
to get appointments.
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
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
65
DIRECTEQUITY
REALESTATE
MUTUALFUNDS
GOLD
OBSERVATION:
During the survey it was found out that the 42% of the customers are
66
GOLD
F.D.
REALESTATE
OBSERVATION:
67
During the survey it was found that 79% of the customers prefer
others.
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%
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:
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%
• 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
No. of Respondents
21%
9%
52%
18%
OBSERVATION:
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:
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:
75
Q11). Are you satisfied with the Investment made in ICICI bank?
No. of Respondents
a. Yes 41
b. No 59
OBSERVATION
Q12). Are you satisfied with the various loans offered by ICICI bank?
76
No of Respondents
a. Yes 63
b. No 37
OBSERVATION
Q13). Are you satisfied with the various deposits schemes offered by
ICICI bank?
No of Respondents
77
a. Yes 53
b. No 47
OBSERVATION
78
a. Yes 74
b. No 26
OBSERVATION
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
banking.
RESU LTS
Challenge:
80
Basic challenge of ICICI is the business growth by addressing the
emerging corporate.
Possible Solution:
services.
81
company should understand that when and under what circumstances
the clients need money. The company should target on fulfilling the
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.
82
further improve the conversion rate of recruitment of the
company.
1. Rdeduce the paper work and time on opening of new
account
BIBLIOGRAPHY
83
3) Philip Kotler. Marketing Management(2002), Prentise Hall Inc, A
WEBLIOGRAPHY
QUESTIONNAIRE:
84
Name:
Email-id:
Contact No:
Address:
investment?
85
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
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
86
sQ10). Are you satisfied with the Private Banking facility offered by 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
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
87
REMARKS
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