WEST BENGAL UNIVERSITY OF TECHNOLOGY

PROJECT REPORT

NAME AMLAN KUMAR MUKHERJEE REGISTRATION NO. - 092292010002 OF 2009-2010 ROLL NO. 09229050015 SESSION 2009-2012 TO THE EXAMINATION FOR B.B.A ( H ) SEMESTER VI IN - BACHELOR IN BUSINESS ADMN. ( HONS ) IN THE YEAR 2012 FROM THE COLLAGE DISTM ( 229 )

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TRAINING PROJECT REPORT ON CASE STUDIES OF INDUSIND BANK AND MARKETING STARTIGIES

IndusInd Bank Ltd.

CITY CENTRE, DURGAPUR 713216
FOR THE PARTIAL FULFILMENT OF THE REQUIREMENT FOR THE AWARD OF BACHELOR IN BUSINESS ADMINISTRATION (H)

UNDER THE SUPERVISION OF Md. Reza Asraf. SUBMITTED BY Amlan Kumar Mukherjee. BBA (H), 6th Semester.

DURGAPUR INSTITUTE OF SCIENCE TECHNOLOGY AND MANAGEMENT NEHRU AVENUE, DURGAPUR - 713214
Affiliated to: WEST BENGAL UNIVERSITY OF TECHNOLOGY

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ACKNOWLEDGEMENT

Words are incapable of expressing the feeling of our thoughts and gratitude that we feel, yet, I take this opportunity to heartfelt thanks to all those who support and help me in the completion of my project report successfully.

First of all, I would like to thank Mr. Syed Merajuddin, Branch Manager of Indusind Bank Limited, City Centre, Durgapur- 713216 for giving me the opportunity to have my internship under their reputed organization.

I would also like to thank my project guide Md. Reza Asraf, Operation Manager of Indusind Bank Limited, City Centre, Durgapur- 713216 for his guidance, support, cooperation and motivation during my internship.

I would also like to express my heartless thank to Mr. Joydev Gangopadhyay, Principal of Durgapur Institute of Science Technology and Management for allowing me to go for the industrial training project.

(Signature of the HOD)

(Amlan Kumar Mukherjee)

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DECLARATION

I, Amlan Kumar Mukherjee, student of BBA (H) 6th semester, studying in Durgapur Institute of Science Technology and Management, Durgapur, West Bengal, hereby declare that the training report on Case Studies of Indusind bank And Marketing Strategies for Indusind Bank Ltd., Ctiy Centre, Durgapur- 713216 Submitted to Durgapur Institute of Science Technology and Management, Durgapur, in partial fulfillment of Degree of Bachelor in Business Administration is the original work conducted by me.

The information and data given on the report is authentic to the best of my knowledge.

(Amlan Kumar Mukherjee)

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PREFACE

Practical knowledge is an indispensable part of any kind of formal education .Project help us to have a practical exposure as well as better outlook of the subject, which we are studying .In a professional course like BBA (H), we are equipped with strong theoretical knowledge about business operations and time-tested method of running a successful business .To make this theoretical knowledge stronger, the students are assigned certain projects in various organizations to get an idea of the practical working styles.

I was given an opportunity to work Indusind Bank Limited, City Centre, Durgapur713216.The topic of the study was Case Studies of Indusind bank And Marketing Strategies for Indusind Bank Ltd., Ctiy Centre, Durgapur- 713216.

In order to make the data and findings easily understandable, efforts have been made to present information in a simplified, lucid and organized manner .Whatever possible, tables and figures have been incorporated . Suggestion and recommendations have been made on the basis of findings here in.

It gives me an immense practical exposure to the practical working patterns and the environment. I will be satisfied if the organization gets the benefits from the study and findings.

(Amlan Kumar Mukherjee)

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EXECUTIVE SUMMARY

PROJECT TITLE

Case Studies of Indusind Bank and Marketing Strategies

DURATION

10th Jan, 2012 25th Feb, 2012

PLACE OF WORK

Indusind Bank Limited, City Centre, Durgapur - 713216

GUIDE

Md. Reza Asraf ( Organizational Guide )

CONTENT
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 INTRODUCTION OF THE BANK :(a) About the profile of Indusind Bank i. Genesis ii. A New Era (b) Departments of the Bank i. Administration Departments ii. Finance Departments iii. Planning Departments iv. Operations Departments (c) Employee details

MISSION AND VISION OF THE BANK AWARD & RATINGS OF INDUSIND BANK BACKGROUND :a) b) c) d) Brands Governing Body Marketing strategies Govt. policies

SOME PRODUCTS & SERVICES OF INDUSIND BANK STUDY OF THE MARKETING STRATEGIES
a) The types of Marketing Strategies b) Strategic Model c) Real-life Marketing

OBJECTIVE OF THE STUDY IMPORTANCE OF THE STUDY CASE STUDIES OF INDUSIND BANK
1. Netcores Emergic MailServ + Hybrid Solutions at IndusInd Bank. 2. IndusInd Bank chooses miRevenue as provider for dynamic pricing. CHALLENGES FACING BY BANKING INDUSTRY & ITS INITIATIVES FINDINGS

CONCLUTION

INTRODUCTION

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(a) About the profile of Indusind Bank:-

i.

Genesis :-

IndusInd Bank derives its name and inspiration from the Indus Valley civilization -a culture described by National Geographic as 'one of the greatest of the ancient world' combining a spirit of innovation with sound business and trade practices. Mr. Srichand P. Hinduja, a leading Non-Resident Indian businessman and head of the Hinduja Group, conceived the vision of IndusInd Bank -the first of the newgeneration private banks in India -and through collective contributions from the NRI community towards India's economic and social development, brought our Bank into being. The Bank, formally inaugurated in April 1994 by Dr. Manmohan Singh, Honorable Prime Minister of India who was then the countrys Finance Minister, started with a capital base of Rs.1, 000 million (USD 32 million at the prevailing exchange rate), of which Rs.600 million was raised through private placement from Indian Residents while the balance Rs.400 million (USD 13 million) was contributed by Non-Resident Indians.

ii.

A New Era

IndusInd Bank, which commenced its operations in 1994, caters to the needs of both consumer and corporate customers. It has a robust technology platform supporting multi-channel delivery capabilities. IndusInd Bank has 365 branches, and 674 ATMs spread across 254 geographic locations of the country as on December 31, 2011.The Bank also has 2 Representative offices, one each in London and Dubai. The Bank believes in driving its business through technology. It has multi-lateral tie-ups with other banks providing access to their ATMs for its customers. It enjoys clearing bank status for both major stock exchanges - BSE and NSE - and three major commodity exchanges in the country - MCX, NCDEX, and NMCE. It also offers DP facilities for stock and commodity segments. The Bank has been bestowed with the mandate of being a Settlement Banker for six tea auction centers.

(b) Departments of the Bank

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The functions of of Indusind Bank Limited, City Centre, Durgapur 713216 have been broadly divided into four main departments for operating smoothly and timely in order to provide the best service for the satisfaction and loyalty of their customers. The different have its own task, duties and responsibilities in order to achieve the department goal as well as the organizational goals and objective as a whole. The different departments are mentioned and explain briefly as below: i. ADMINISTRATION DEPARTMENT: The Department lies within the Directorate of Finance and Administration. It is tasked with providing administrative and logistical support to the entire organization. General office Management and Running management, assets management, property management, security and safety are all taken up by this department. Than even its included the following management: General Administration Establishment Personnel Front Office Back office

ii.

FINANCE DEPARTMENT: Setting up a corporate finance department requires quite a significant number of human and financial resources. One would wonder when the company is trying to maximize profits by reducing costs, why it would invest in such a costly venture. The answers to those questions lie in an understanding of the true reasons for the existence of a corporate finance department. It must go all through accounts maintenance, budget set up, audit and inspection.

iii.

PLANNING DEPARTMENT: Planning Department plays an administrative role in this process. The department staffs the project teams that develop the master plans, sector plans
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and other planning effort that ultimately become the basis and guiding documents to help shape the Regulating Plan discussions. Its included the following management: Branch Sales Manager Assistant Branch Manager Customer Service Manager

iv.

OPERATION DEPARTMENT: Operations Management is the function of managing the operating core of an organization: the activities associated with creation, production, distribution and delivery of the organizations goods and services. The operations Management Group seeks to provide organizations the knowledge base relating to this operating core, to help them become domestically and internationally competitive. Its included the following management: Branch Manager Operation Manager

(c) Employee Details Of Indusind Bank Limited, City Centre Durgapur 713216
Mr. Syed Mirazuddin, Branch Manager.
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 Mr. Pintu Bhattacharya, Branch Sales Manager. Md. Reza Asraf, Customer Service Manager. Mr. Asim Kr. Ghosh, Operation Manager. Mr. Santosh Mohanto, Assistant Operation Manager. Mr. Abhishek Kr. Ghosh, Assistant Operation Manager. Mr. Avil Chakraborty, Customer Service Executive. Mr. Subhabrata Bakchi, Finance Manager (Cash). Mr. Ritesh Sinha, Relationship Manager. Mrs. Mili Bhattacharya, Assistant Sales Manager. Ms. Riya Mishra, Assistant Sales Manager (CAT Team). Ms. Debjani Biswas, Receptionist (Front Office). Mr. Adhimayak Singh, Assistant Sales Manager (CAT Team). Mr. Priyesh Agarwal, Assistant Sales Manager (CAT Team). Mr. Sanu Karmakar, Assistant Sales Manager (CAT Team). Mr. Manirul Islam, Assistant Sales Manager (CAT Team). Mr. Arijit Mukherjee, Assistant Sales Manager (CAT Team). Mr. Animesh Jaishwal, General Insurance Manager. Mr. Shankar Banik, Aviva Champ.

MISSION AND VISION OF THE BANK

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 Mission :We will consistently add value to all our stakeholders and emerge as the Best in class in the chosen parameters amongst the comity of banks, by doubling our profits, clients and branches within the next three years.

Vision :IndusInd Bank will be: A. A relevant business and banking partner to its clients. B. Customer Responsive, striving at all times to collaborate with clients in providing solutions for their Banking needs. C. A forerunner in the market place in terms of profitability, productivity and efficiency. D. Engaged with all our stakeholders and will deliver sustainable and compliant returns.

AWARD & RATINGS OF INDUSIND BANK

Awards for the year of 2011 - 2012:-

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Awarded as the Best Bank Mid-sized in Business World PwC Best Banks Survey 2011 Awarded as the Best Mid-Sized Bank Bank in Business Today KPMG Best Banks Survey 2011 Awarded M.IT.R- 50 Marketing & IT Recognition Program amongst top 50 brands organized by Paul Writer in association with IBM Awarded the CII Environment Best Practice Award 2012 for the Most Innovative Environmental Project Awarded in the Business Enterprise Services category for running ATMs on solar power Organized by Panasonic Green Globe Foundation Awarded the status of Star Brand 2011 ICMR Star Brands of India Survey Awarded the Best Bank in New Generation Category by the STATE FORUM OF BANKERS CLUB KERALA

Awards for the year of 2010 2012 :

Most Improved Bank Performance of the Year awarded by Bloomberg UTV Financial Leadership Awards 2011 Winner of Best Use of technology in training and e-Learning Initiatives awarded by IBA Banking Technology Awards 2010 Runners up of Best Risk Management Initiatives awarded by IBA Banking Technology Awards 2010 Silver winner of Excellence in Business Process Management and Work flow in Australia and Asia Region Global awards by Workflow Management Coalition and BPM.com, USA Talisma User awards for Enterprise Adoption of CRM 2010 Ranked 2nd in the fastest growing Bank (mid-size) category published in Indias Best Banks report by Business World and PWC Excellence Award as the 2nd best New Generation Bank in Kerala for the second consecutive year awarded by the State Forum of Bankers Clubs, Kerala

Ratings:-

ICRA AA for Lower Tier II subordinates debt program and ICRA AA-for Upper Tier II bond program by ICRA. CRISIL A1+ for certificate of deposit program by CRISIL. CARE AA for Lower Tier II subordinate debt program by CARE. Fitch AA-for Long Term Debt Instruments and Fitch A1+ for Short Term Debt Instruments by Fitch Ratings.

BACKGROUND

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(a) Brands:IndusInd Bank has been aggressive in its brand building program since last year. As a part of the brand building exercise, the bank has taken many initiatives which have helped the brand connect up with the customers & enhance the visibility quotient. IndusInd Bank had launched its first ever mass media campaign in MayJune 2009 along with its punch line Makes you feel richer and since then, the bank has been consistent in communication through Television, Radio, and Outdoor & print advertising. IndusInd Bank understands its customers money is not just money. It is the vehicle to realize their dreams! Hence, the bank aims to ensure that the customers experience with the bank is pleasant and enriching. That they get value for their money, enabling them to lead a richer, fuller, content life... For this, the bank:

Offers a new level of banking better services, better understanding of unique needs and better management of finances Demystifies the banking process and makes it more accessible Apart from fulfilling traditional banking responsibilities, advises customers on how and where to use their money to get the best out of it Projects an image of being a young, energetic, modern bank with values of dynamism, confidence and progression

Further, as a banking partner, the bank also aims to help its customers discover how they can do more things with their money. In the recent advertising campaign, the Bank reinforces its focus on Innovative banking based on the philosophy of Responsive Innovation. The bank is taking responsiveness theme to customers and reinforces its commitment to give best-of-class services in the industry.

(b) Governing Body:-

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Mr. R. Seshasayee - Chairman

Mr. R. Seshasayee, a Chartered Accountant, has been Managing Director of Ashok Leyland Ltd. since 1998 and is now the Executive Vice Chairman of Ashok Leyland effective from 1.4.2011. He had held Directorship of ICICI Bank Ltd. from May 6, 1997 to October 31, 2003. During that tenure, he also held the position of Chairman of the Audit Committee of the Board. Mr. Seshasayee has also been member of various Committees of the Society of Indian Automobile Industries. Mr. Seshasayee is Past President of the Confederation of Indian Industry.

Dr. T. T. Ram Mohan

Dr. Ram Mohan is professor for finance and accounting at IIM Ahmadabad. He studied at IIT Bombay and IIM Calcutta and obtained his doctorate from Stern School of Business, NYU. He worked extensively in consultancy and in the financial sector before entering academics. He has been Divl. Manager with Tata Economic Consultancy Services, Head of Strategy at Standard Chartered Bank and Vice President with Bear Stearns Asia Ltd. (HK). At IIMA, Prof Ram Mohan specializes in the financial sector. His current research interests include banking sector reforms, privatization and corporate governance. He has run training programs for executives and presented papers at conferences in India and abroad, published papers and authored three books, including one on financial regulation. For past 9 years, he has been writing a fortnightly column for The Economic Times. He was visiting faculty at Stern School of Business, NYU in 2001. He has served on RBI Committees and is on boards of several companies.

Mr. Ajay Hinduja

Mr. Ajay Hinduja holds a degree in Economics from the University of Geneva with specialization in finance. Mr. Ajay Hinduja has done internship for five years with international organizations including Society De Banque Suisse, Morgan Stanley and M & M Ferrous. He has experience in the international banking arena, having been Director and Member of the Management Committee of Amas Bank (Switzerland) Ltd. since 1996 and having been on the Board since 2004.

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Mr. S. C. Tripathi

Mr. Sushil Chandra Tripathi, M.Sc. (Physics- Spl. Electronics), Diploma in Development (Cantab.), AIMA Diploma in Management, started his career as Lecturer in Physics in 1964 and joined the Indian Administrative Service in 1968 (Second Rank in the country). He spent nearly 20 years in Finance and Industry sectors at Chief Executive / Secretary levels at the State and Central Government and in representative capacity at international levels. Mr. Tripathi retired as Secretary, Ministry of Petroleum and Natural Gas in the Government of India in December 2005.

Mr. Ashok Kini

Mr. Ashok Kini, a career banker in State Bank of India, retired as Managing Director on December 31, 2005 after 37 years service in the Bank. During his tenure with State Bank of India, Mr. Kini had extensive exposure to the Banks lending activities in the Retail, SSI, Agricultural and Industrial Finance segments and to Information Technology. Mr. Kini is a member of the Boards of Directors of UTI Asset Management Company, Gulf Oil Corporation Ltd. and Financial Information Network & Operations Ltd.

Mr. Romesh Sobti Managing Director

Mr. Romesh Sobti has joined the Bank as Managing Director & CEO, taking charge from Mr. Bhaskar Ghose. Prior to this assignment, Mr. Sobti was the Executive Vice President Country Executive, India and Head, UAE and SubContinent, at ABN AMRO Bank N.V. He joined ABN AMRO in November 1990 and graduated from the position of a Chief Manager to the Country Executive over a period of 18 years. In his banking career spanning 33 years, Mr. Sobti has been associated with ANZ Grindlays Bank Plc (now Standard Chartered Bank) and State Bank of India in the past. He holds a Bachelors Degree (Honors) in Electrical Engineering and has also done his Diploma in Corporate Laws and Practice and Secretarial Practice.

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Mr. Y. M. Kale Alternate Director

Mr. Y. M. Kale, FCA (England & Wales) & FCA (India), was President of the Institute of Chartered Accountants of India (ICAI) during 1995 to 1996 and Chairman of ICAIs Accounting Standards Board as well as Audit Practices Committee in earlier years, having been on the apex ICAI Council for 16 years (1982 to 1998). During 1995-98, Mr. Kale was the India Representative in the Board of International Accounting Standards. Since 2002, Mr. Kale is Group President, Corporate Governance & Development in Hinduja Group India Ltd. and a Director in several Group Companies. RBI had appointed him Member of the Group for introduction of Concurrent Audit of banks and Member of DBOD Working Group on Revised Formats for Published Accounts of Banks. He has also served on many Committees constituted by SEBI and by the Government of India. He was also Chairman of a Committee for setting Accounting Norms for trading members of the National Stock Exchange.

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(c) Marketing Strategies:Strategies mean a long-term overall goals and objectives of the organization in order to have competitive advantages over the competitors and survive in the business. Therefore, it is a must and important for an organization to set and impose the right and achievable strategies at the right time. As we said that Indusind Bank Limited is not a commercial or nationalized bank but its a cooperative bank which is set and operate for the cooperative societies and agricultural activities so as compare to other bank they dont have much marketing strategies but the only is that to reach out and support the societies and farmers in order to uplift their social and economic status.

(d) Government Policies:The impact of Government Policy on Business can explained from two points of views, such as: From Political point of view. From Technical point of view. If we describe the impact of Government policies of business from political points of views then we will have to think about inland political parties (ideologies) as well as world politics. Because international business never depends upon any particular Governments policy, it depends on the local as well as world order. If we describe the matter from technical point of views than we will have to consider the following things: Taxation Subsidies Interest rates Exchange rates Public-private partnerships Government ensures availability of loan with a responsible interest through the monetary policy of the Central Bank than investment will go up and vice versa. Similarly current world order has a tremendous impact on a countrys business. It may be legal or illegal.
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SOME PRODUCTS & SERVICES OF INDUSIND BANK Savings Accounts : Indus Classic Savings Account :A Savings Account that puts you at ease Presenting, IndusInd Bank Classic Savings Account. A special account that gives the best reach and access to your funds while giving you the flexibility to manage your funds between your Savings Account and Fixed Deposit without having to worry about minimum balance requirements. Benefit from the convenience of value-added services that are standard with your Indus Classic Savings Account and enhance the pleasure of your banking experience. Features & Benefits IndusInd Bank presents a Savings Bank account with a host of facilities to make banking more convenient: Debit Card o IndusInd Bank presents a suite of premium to utility Debit Cards, that come loaded with features to make banking effortless for you. Choose from any of the following: International Classic VISA Debit Card or International Gold VISA Debit Card Maximum Platinum VISA Debit Card Use your card to earn reward points even on your daily transactions. Go shopping, pay utility bills, invest through SIPs or even withdraw cash and choose to get rewarded or auto cash back into your account through Indus Money. Easy Access to your Account Access IndusInd Bank ATMs across India for cash withdrawals, cash/ cheque deposits, VISA Credit Card bill payment, balance enquiry, mobile top-up and other miscellaneous requests, all for free Access cash for withdrawal at over 80,000 ATMs in India, through our network partners VISA & NFS Access your funds at over 1 million VISA ATMs worldwide and 26 million VISA merchant outlets Safe & Secure online shopping- Register for Verified by Visa (VbV) and use your card for online shopping & e-Payments 5 Free Domestic Other Bank ATM transactions in a month (Cash withdrawal, Balance Enquiry, PIN change OR Mini Statement) Limits on card flexible Mobile Top -up at ATMs

o o o o

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Banking at your convenience

o o o

Access & transact on your account from any of our branches across India completely FREE, be it for deposits, withdrawals or any other transactions 365 Days Banking at select branches Toll Free contact centre access to our Service Staff

Internet Banking
o o o

Free Internet banking service Free Bill Payment and Online Railway Ticket booking facility Free Funds transfer through NEFT and RTGS

Cheque Book
o

Free personalised Payable-At-Par Cheque Book

Statements & Nomination

o o

Free Quarterly Statements OR Monthly e-Statements / Pass Book facility Nomination Facility available

No need to carry cash anymore

o o o o o

Online Bill Payment, Railway Ticket Booking, e-Shopping Mobile Top-ups at ATMs Credit Card Bill Payment (VISA Cards) over ATM and Internet Cash-less shopping with VISA Debit Card Free funds transfer - Use RTGS or NEFT to transfer funds anywhere in India completely FREE

Indus Privilege Savings Account:A Savings Account with special privileges for you and your family Presenting, IndusInd Banks Privilege Savings Account, a privilege account with the best features which offer more value for money, while also giving you the power to save and carry out hassle-free banking. The Indus Privilege Account gives you the following dual-advantage:
o o

Free Indus Young Saver Account with Recurring Deposit Facility for your child Power-packed Transactional Account

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Features & Benefits IndusInd Bank presents a Savings Bank account which offers a host of features and benefits for you and your family. Free Indus Young Saver Account
o

Free Indus Young Saver Account with Recurring Deposits Facility for your child

Debit Card o

o o o

IndusInd Bank presents a suite of premium to utility Debit Cards , that come loaded with features to make banking effortless for you. Choose from any of the following: International Classic VISA Debit Card International Gold VISA Debit Card Maximum Platinum VISA Debit Card Use your card to earn reward points even on your daily transactions. Go shopping, pay utility bills, invest through SIPs or even withdraw cash and choose to get rewarded or auto cash back into your account through Indus Money. Easy Access to Account Access IndusInd Bank ATMs across India for cash withdrawals, cash/ cheque deposits, VISA Credit Card bill payment, balance enquiry, mobile top-up and other miscellaneous requests, all for free Access cash for withdrawal at over 80,000 ATMs in India, through our network partners VISA & NFS Access your funds at over 1 million VISA ATMs worldwide and 26 million VISA merchant outlets 5 Free Domestic Other Bank ATM transactions in a month (Cash withdrawal, Balance Enquiry, PIN change OR Mini Statement), Unlimited if previous months Average Monthly Balance is equal to or more than Rs. 10,000/Safe & Secure online shopping- Register for Verified by Visa (VbV) and use your card for online shopping & e-Payments Limits on card flexible Mobile Top -up at ATMs

Banking at your convenience o o o o o

Access & transact on your account from any of our branches across India completely FREE, be it for deposits, withdrawals or any other transactions 365 Days Banking at select branches Doorstep Banking at select locations Free Cheque Pickup and Demand Draft Delivery Free Demand Drafts (upto Rs.25,000/- per day) at all our branches Toll Free contact centre access to our Service Staff

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Internet Banking o o o

Free Internet banking service Free Bill Payment and Online Railway Ticket booking facility Free Funds transfer through NEFT and RTGS

Multicity Cheque Book o

Free personalised Multi-city Cheque Book

Standing Instructions o

Free standing instructions, Sweep-In facility

Statements & Nomination o o

Free Quarterly Statements / Monthly e-Statements / Pass Book facility Nomination facility available

No Need to Carry Cash Anymore o o o o o

Online Bill Payment, Railway Ticket Booking, e-Shopping Mobile Top-ups at ATMs Credit Card Bill Payment (VISA Cards) over ATM and Internet Cash-less shopping with VISA Debit Card Free funds transfer - Use RTGS or NEFT to transfer funds anywhere in India completely FREE

Indus Easy Savings Account

Indus Easy Savings Account brings you maximum benefits with minimum requirements. Get all banking facilities at No minimum balance and Simplified documentation. Features & Benefits Eligibility Documentation Features & Benefits Presenting a product loaded with features to make banking more convenient for you, at ZERO minimum balance! Simplified Processes o

Hassle free account opening process

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ATM Card o o

Customers under this category have an option to go in for an ATM card, by paying Rs. 25/Easy Access to account Access IndusInd Bank ATMs across India for cash withdrawals, cash/ cheque deposits, VISA Credit Card bill payment, balance enquiry, mobile top-up and other miscellaneous requests, all for free Access cash for withdrawal at over 80,000 ATMs in India, through our network partners VISA & NFS 5 Free Domestic Other Bank ATM transactions in a month (Cash withdrawal, Balance Enquiry, PIN change OR Mini Statement)

Banking as per your convenience o o o

Direct Withdrawal facility weekly once 365 Days Banking at select branches Toll Free contact centre access to our Service Staff

Internet Banking o o

Free Internet banking registration Free funds transfer through NEFT or RTGS

Cheque Book o

One cheque book issued per annum

Statements & Nomination o o

Half yearly statements, monthly statement through email Free Nomination Facility

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 Accounts :-

IndusInd Bank understands the need for customised banking solutions which help manage your finances better by saving your time and money. A wide range of accounts cater to the varying needs at every stage of your life, and make banking effortless. Please refer to the accounts listed below for further information.

Important message for Savings Account customersAs per RBI circular dated 25th October 2011 on Savings Account Interest Rate Deregularization, we are pleased to inform you that your Savings Account will earn higher interest effective 1st November 2011. The revised rates are as follows- Resident Savings Account Daily Balance upto Rs. 1,00,000/- (Rupees One Lakh)5.50% p.a - Resident Savings Account Daily Balance above Rs. 1,00,000/- (Rupees One Lakh)6% p.a

Points to Note-

Interest will be calculated basis the end of day clear ledger balance in the account. Interest of 5.50% p.a will be applied for amount upto Rs.1,00,000/-, while 6% p.a will be applied on the incremental amount.

Revised interest rate is effective 1st November, 2011 till further notice. The Bank has the right to change the rate at its discretion.

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Debit Cards :IndusInd Bank brings to you a suite of premium and utility debit cards with best in class features and benefits which make banking and spending a pleasure. Whats more, you get rewards and redemption options like never before!

ATM NETWORK India

o

Over 600+ ATMs of IndusInd bank in India Use any of the 600+ IndusInd Bank ATMs across India for cash withdrawals, cash/ cheque deposits, visa credit card bill payment facility, balance enquiry, mobile top-up and other miscellaneous requests Over 60,000 VISA / PLUS ATMs in India Access cash for withdrawal at any of the 60,000 ATMs through bilateral arrangements with our network partners, VISA & NFS

International:
o

Over 1 million VISA / PLUS ATMs across the globe 1 million VISA/PLUS ATMs across the globe, make it easy for to you access cash anytime, anywhere.

MERCHANT ESTABLISHMENTS India

o

Over 400,000 merchant locations Use your IndusInd International Debit Card to shop at any of 400,000+ merchant locations across India

International
o

Over 26 million merchant locations With over 26 million merchant locations across the globe, shopping with your IndusInd International VISA Debit card has never been easier. No more worrying about the right amount of currency to take with you. The IndusInd International VISA Debit card is all that you will need!

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 International Classic VISA Debit Card :The IndusInd Bank International Classic VISA Debit Card ensures your convenience, whether you are shopping, eating out, travelling or whatever. Add to it our wide array of reward and redemption options and you have an unbeatable combination! Features & Benefits Easy Access
o

Access any of the 600+ IndusInd Bank ATMs across India for cash withdrawals, cash/ cheque deposits, visa credit card bill payment, balance enquiry, mobile top-up and other miscellaneous requests Withdraw cash at any of the 60,000 VISA / PLUS ATMs in India and over a million ATMs across the world, through bilateral arrangements with our network partners, VISA & NFS Use your card for shopping at over 4,00,000 merchant locations in India and over 26 million merchant locations across the world

No Need to Carry Cash Anymore

o o o o

Use your card for online shopping, e-payments and bill payments Credit Card Bill Payment (VISA Cards) over ATM and Internet Cash-less shopping with VISA Debit Card Mobile Top-ups at ATMs

Indus Money A unique loyalty program for our customers, which rewards you for all purchases at merchant outlets, Online Shopping and e-Payments using your IndusInd International Classic VISA Debit Card. Choose from our Rewards Redemption Catalogue to get free gifts ranging from Fashion & Accessories, Electronics and Household Items to gifts your children would love to get, or choose to get cashback into your account. T&C Apply. Offers Enjoy exciting offers on your IndusInd International Classic VISA Debit Card. From apparels to electronics, dining to travel & holiday, jewellery to wellness, we have tried to cover the entire gamut of your lifestyle needs. So go ahead and enjoy the shopping! Secure Online Shopping Sign up for Verified by VISA and enjoy safe & Secure Online Shopping and Bill payments with your IndusInd International Classic VISA Debit Card.

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Complimentary Card Insurance Lost Card Liability to the tune of Rs. 25,000/Daily Transaction Limits The daily limits per card are as follows: For ATMs : Rs. 25,000*# For Shopping & Purchases (Online / At Merchant Establishments): Rs. 50,000* For Visa Credit Card Bill Payment : 49,999 per day* Whats more, the limits on your card are flexible; you are the one who gets to decide the limits on your card.

International Gold VISA Debit Card :IndusInd Bank is pleased to bring you its value added International Gold VISA Debit Card. This card is designed for YOU, to exceed your expectations at any of the VISA ATMs or Point-Of-Sale terminals, in any part of the world. Features & Benefits Easy Access
o

Access any of the 600+ IndusInd Bank ATMs across India for cash withdrawals, cash/ cheque deposits, visa credit card bill payment facility, balance enquiry, mobile top-up and other miscellaneous requests Withdraw cash at any of the 60,000 VISA / PLUS ATMs in India and over a million ATMs across the world, through bilateral arrangements with our network partners, VISA & NFS Use your card for shopping at over 4,00,000 merchant locations in India and over 26 million merchant locations across the world

No Need to Carry Cash Anymore

o o o o o

Use your card for online shopping, e-payments and bill payments Credit Card Bill Payment (VISA Cards) over ATM and Internet Cash-less shopping with VISA Debit Card Mobile Top-ups at ATMs Enjoy Fuel surcharge waiver upto Rs. 125/- per month on fuel bills. T&C Apply.

Indus Money A unique loyalty program for our customers, which rewards you for all types of spends on your Savings Account, be it Shopping or e-Shopping, Bill Payments or

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Mobile Top-ups, Cash withdrawals, or even Investments through SIPs. Whats more, get Auto Cashback directly into your Account! Life never looked so good Offers Enjoy exciting offers on your IndusInd International Gold VISA Debit Card. From apparels to electronics, dining to travel & holiday, jewellery to wellness, we have tried to cover the entire gamut of your lifestyle needs. So go ahead and enjoy the shopping! Secure Online Shopping Sign up for Verified by VISA and enjoy safe & Secure Online Shopping and Bill payments with your IndusInd International Gold VISA Debit Card. Complimentary Card Insurance
o o o

Lost Card Liability to the tune of Rs. 1,00,000/Purchase protection to the tune of Rs. 50,000/Loss of Baggage liability to the tune of Rs. 50,000/-

Daily Transaction Limits The daily limits per card are as follows: For ATMs : Rs. 50,000*# For Shopping & Purchases (Online / At Merchant Establishments): Rs. 1,00,000* For VISA Credit Card Bill Payment : 49,999 per day* Whats more, the limits on your card are flexible; you are the one who gets to decide the limits on your card.

Maximum Platinum VISA Debit Card :For exclusive people like you, magnificence comes as a natural choice. To match up to your style, persona and lifestyle, IndusInd Bank presents you a platinum chance to enjoy a world of exclusive privileges and luxuries with the Maximum Platinum VISA Debit Card. Features & BenefitsMaximum benefits for Maximum joy Rejoice while you spend with your Maximum Platinum VISA Debit Card that enables you to explore more and more shopping options. With exciting offers and exclusive privileges every now and then, you can enjoy a whole new world of Maximum privileges and benefits.

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Maximum Limits Happiness has no limits! For Shopping & Purchases (Online / at Merchant Establishments): Rs.3,00,000/- per day * For ATM Cash Withdrawals: Rs.2,00,000/per day*# For Visa Credit Card Bill Payment: Rs.49,999/- per day * Whats more, the limits on your card are flexible; you are the one who gets to decide the limits on your card. *subject to the balance in your account #In the case of other Bank ATMs, customer has to do multiple transactions due to the different transaction limits set by different banks. Maximum Protection o

Complimentary Card Insurance

Air accident insurance of Rs. 30,00,000/You are insured against loss of life in an air accident for up to Rs. 30,00,000 Lost Card Liability: Rs.3,00,000/If your card is lost or stolen, you hold no liability in case of any misuse up to Rs. 3,00,000 Purchase Protection: Rs.50,000/To protect your purchases and e-purchases, you are insured for up to Rs.50,000
o

Secure Online Shopping Sign up for Verified by VISA and enjoy safe & Secure Online Shopping and Bill payments with your Maximum Platinum VISA Debit Card

Maximum Rewards We know you deserve the Maximum

o

With the Maximum Platinum VISA Debit Card you get rewarded for all your purchases at Merchant Outlets, Online Shopping and e-Payments like never before! Refer table below for the accelerated rewards: Points per Rs.100/1 2 3
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Your Monthly Spends Upto Rs.5,000/Between Rs.5,001/- to Rs.10,000/Between Rs.10,001/- to Rs.20,000/-

Between Rs.20,001/- to Rs.40,000/Above Rs.40,001/-

4 5

Enjoy multiple options for Rewards Redemption suiting your lifestyle. Choose to get Auto Cashback into your account or redeem your points against an exclusive redemption catalogue. Description

Redemption Option

We have designed an exclusive redemption catalogue for you. Exclusive Product Redeem your points for any product of your choice from an Catalogue array of branded products. Monthly Cash- Redeem your points for Cash-Back. Each point will be Back redeemed at a value of 50 paise. Convert your points to JP Miles. Get 1 JP Mile for every 2 Jet Privilege Miles Rewards Points.

o o

You also get fuel surcharge waiver upto Rs. 250/- per month, on your fuel bills. T&C apply Enjoy exciting offers on your Maximum Platinum VISA Debit Card. From apparels to electronics, dining to travel & holiday, jewellery to wellness, we have tried to cover the entire gamut of your lifestyle needs. So go ahead and enjoy the shopping!

Maximum Convenience Your Maximum Platinum VISA Debit Card allows you Maximum Convenience:
o

Access any of the 600+ IndusInd Bank ATMs across India for cash withdrawals, cash/ cheque deposits, visa credit card bill payment, balance enquiry, mobile top-up and other miscellaneous requests Withdraw cash at any of the 60,000 VISA / PLUS ATMs in India and over a million ATMs across the world, through bilateral arrangements with our network partners, VISA & NFS

Use your card for shopping at over 4,00,000 merchant locations in India and over 26 million merchant locations across the world

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Mutual Funds :In a mutual fund many investors contribute to form a common pool of money. A mutual fund uses this money, that is collected from investors, to buy those assets which are specifically permitted by its stated investment objective. For example, a growth fund will buy mainly equity assets- ordinary shares, preference share, warrants etc. An income fund would mainly buy debt instruments like debentures and bonds. The funds assets are owned by the investors in the same proportion as their contributions bears to the total contributions of all investors put together. In India, a mutual fund is constituted as a trust and the investor subscribes to the units of the scheme launched by the fund.

Benefits Circulations Disclosure

Benefits If mutual fund is emerging as the favourite investment vehicle, it is because of the many advantages it enjoys over other forms and avenues of investing. Following are the most important ones among others.

Portfolio Diversification Mutual fund normally invests in a well diversified portfolio of funds. This enables him to hold a diversified investment portfolio even with a small amount of investment, which would otherwise require a big capital.

Professional Management Skills Mutual fund managers with an excellent research team can do a better job of monitoring and selecting stocks. Mutual funds can afford to hire full-time, high-level investment analysts and have real-time access to crucial market information. Thus, they are able to execute trades on the largest and most cost-effective scale.

Economies of Scale A direct investor bears all the costs of investing such as brokerage or custody of securities which may be very high. Mutual fund benefits through economies of scale and pay lesser cost of brokerage because of larger volumes which allows them to reduce costs significantly.

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Liquidity, Convenience and Flexibility Often investors hold shares or bonds that they cannot easily sell. Investments in the mutual fund, on the other hand, are more liquid, convenient and flexible as it offers many investor services, like switching or transfer from one fund to another, sale or redemptions.

Affordability A mutual fund invests in a portfolio of assets, i.e. bonds, shares, etc. depending upon the investment objective of the scheme. Each unit holder thus gets an exposure to such portfolios with an investment as modest as Rs.500/- which otherwise would be expensive.

Tax Benefit Specific schemes of mutual funds (Equity Linked Savings Schemes) give investors the benefit of deduction of the amount invested, from their taxable income. Further, the dividend that the investor receives from the scheme, is taxfree in his hands.

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Credit Cards :-

IndusInd Bank Platinum Credit Card :Exclusive is one word which truly defines you. IndusInd Bank brings to you the IndusInd Bank Platinum Credit Card meant for a select few. A premium offering with a comprehensive range of travel, lifestyle and golf benefits put together to suit your preferences. We always keep up to the commitment your lifestyle demands.

IndusInd Bank Signature Credit Card :A premium lifestyle deserves special treatment. And this is where, IndusInd Bank Credit Cards step in. We understand your lifestyle needs and are proud to present the IndusInd Bank Signature Credit Card that brings with it a range of travel and lifestyle privileges tailor-made for your refined tastes.

IndusInd Bank Platinum Aura Credit Card :Here's a card that not only offers you best of lifestyle but also the flexibility of rewards points. Introducing IndusInd Bank Platinum Aura Credit Card that gives you the power and flexibility to make your choices. So, go ahead, and enjoy the lifestyle you've always dreamt of.

IndusInd Bank Platinum Select Credit Card :With a host of exclusive benefits and privileges unlike any other, the IndusInd Bank Platinum Select Credit Card caters to every aspect of your lifestyle and sets you apart from the rest of the world. With the IndusInd Bank Platinum Select Credit Card, enjoy every moment of the journey called life.

IndusInd Bank WorldMiles Credit Card :Now you can earn miles across airlines for flying anywhere in India and abroad. As a WorldMiles Credit Cardholder, you receive complimentary membership to the WorldMiles Loyalty Program. This unique rewards programme gives you the freedom to earn and redeem miles across any airline in the world*.

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 IndusInd Bank Gold Credit Card

Introducing the IndusInd Bank Gold Credit Card- a card that is a comprehensive financial tool to cater to your specific financial needs. In addition, get IndusInd Bank edge and empower yourself with worldwide acceptance, secured card usage and exclusive offers.

IndusInd Bank Business Gold Credit Card

A one-of-its kind card created to empower you to manage savings and privileges across your favourite spend categories, be it business expenses, travel, shopping or leisure. Thus making it a comprehensive and personalized financial tool instead of simply a Credit Card.

IndusInd Bank Classic Credit Card

Enjoy having the purchasing power and versatility at your fingertips. Whether you choose to make your purchases in person, by phone or online IndusInd Bank Classic Credit Card gives you the convenience you deserve.

Services :Payment Options At IndusInd Bank making credit card payments is a simple process. With a range of payment options, you will be completely at ease when you make your next payment. Payment Information We, at IndusInd, understand your needs and thus offer an array of options to know your credit card statement. These user-friendly services help you access your credit card statements, whenever, wherever. Form Centre For credit card service requests, we have enabled mail-in facility - what this means is that you can request for these services from the comfort of your home /office. Secure Online Shopping For credit card service requests, we have enabled mail-in facility - what this means is that you can request for these services from the comfort of your home /office.

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Insurance : Health Insurance :Health related emergencies are an undesirable part of our lives. In todays age, lifestyle diseases are also increasing. At times, they can also lead to hospitalization and a prolonged recuperation. During such times, if you are not adequately covered, it can leave your finances in disarray. Health Insurance can be the answer to the financial difficulties arising out of such unexpected emergencies. Are you prepared? Chola Family Floater Healthline Advanced offers {MORE} benefits Heres a single policy that covers the health insurance needs for your entire family. The floating sum insured gives you the flexibility of extending the benefit across all family members. It is simple to buy and offers {MORE} comprehensive coverage, {MORE} convenience and {MORE} care. This product comes to you from Cholamandalam MS General Insurance Co. Ltd. a joint venture between the USD 3.2 billion Murugappa Group and Mitsui Sumitomo Insurance Group, Japan Benefits Features Main Exclusions Benefits {MORE} Comprehensive Coverage
o o o o o

Hospitalization, day care and outpatient needs (dental care, eye care etc.) Maternity hospitalization Ayurvedic Treatments also covered 141 day care procedures that require less than 24 hours hospitalization 60 days pre-hospitalization and 90 days post-hospitalization expenses

{MORE} Convenient
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Network of over 2,600 partner hospitals across the country for cashless hospitalization Direct claims settlement through Chola MS HELP 24x7 Cashless authorization within 2 hours of intimation

{MORE} Caring
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Free Health Check-up & eye examination every 2 claim free years Claim free bonus upto 50% of Sum Insured to help fight medical inflation Chola Wellness Health Alert Service on your Mobile phone

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 Life Insurance :IndusInd Bank offers customized insurance solutions which offer comprehensive product portfolio meeting all customer life cycle needs of Child planning, Savings, Retirement Planning and Protection in association with Aviva Life Insurance. Aviva Life Insurance India is a joint venture between one of the countrys oldest and largest groups, Dabur, and Aviva plc, the world's fifth largest and the UK's largest insurance group, whose association with India dates back to 1834.

Features & Benefits Types

Features & Benefits o

With a strong sales force of over 30,000 Financial Planning Advisers (FPAs), Aviva has initiated and pioneered many innovative sales approaches, including the concept of Bancassurance and Financial Health Check services.

A seasoned team of fund managers make our fund management are one of the key differentiators with Aviva. Keeping with Avivas commitment of social responsibility, Aviva has been successful in reaching out to the underprivileged strata through their Microinsurance initiatives.

Aviva brings to you, not just a robust product portfolio meeting all your lifecycle needs related to Savings, Retirement, Investments and Protection but right investment strategies that will help you plan for a secured future.

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Indus Prestige :-

Prestige means the level of respect at which one is regarded by others. Some privileges are reserved for a chosen few, presenting our Indus Prestige Business Account offer for discerning customers like you. As an Indus Prestige Business Account holder you will have the services of a dedicated Relationship Manager* who will take care of your transaction needs. The offer comes to you with a host of other premium services and exclusive benefits. A specialized product for the Manufacturers, C & F agents and Bulk Trader segment Features & Benefits Schedule of Charges

Features & Benefits

o o o o o o o o o o

Unlimited free fund transfer option either through cheque or online using NEFT /RTGS Free cheque transactions across all our locations. Free PAP cheque book Free payment and collections through NEFT/RTGS Flexible Cash deposit option on monthly basis. Free DD even on correspondent bank location to help you with better location reach* In a Prestige account you need to maintain an AMB (average monthly balance) of Rs. 5,00,000/ All channels of banking available Dedicated Relationship Manager* Take advantage of our doorstep banking

* At select locations Please refer the Schedule of Charges for further details

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Indus Gold Plus :Gold in itself is precious and addition to Gold is something which IndusInd Bank can provide. We have sewed the banking requirements of businesses into a special offer for value customers, named Indus Gold Plus It is a specialized product for the Retail Wholesalers, Showroom owners and Job Work Industries, Service Industries, Manufacturers , Exporters and Importers Features & Benefits Schedule of Charges Features & Benefits
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Free PAP Cheque books. Free intercity account to account Fund Transfer within IndusInd Bank Free DD upto Rs. 150 lacs per month on Indusind location and upto Rs. 20 lacs per month at correspondent bank locations. Faster collection option through the Indus Collect CMS facility Easy Gold ATM card Option with access to over 21000 ATMs across India of various banks allows you the freedom to withdraw cash Doorstep banking to help you save time Anywhere Banking Channels like Net Banking; Phone Banking helps you to keep a track when you are not in office.

Please refer the Schedule of Charges for further details

Indus Gold :Your business needs your attention and the support of the Bank for its transformation from medium to a large industry. You need to be busy with your business while your business transactions are managed by us using IndusInds network of 210 branches spread across 155 locations Adding value to your business, we bring forth the best product in the industry in the SME segment. You need to transfer and collect funds faster across cities to facilitate your business and manage working capital cycle. The solution from IndusInd is a unique product Indus Gold Current Account especially crafted for Traders, Retailers, Small & Mid sized manufacturers, Hotels, travel agencies, Exporters, Importers and logistics firms Features & Benefits Schedule of Charges Features & Benefits
o

100 Free PAP Cheque Leaves per month.

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Free Demand Draft and Pay Orders upto Rs. 50 lacs per month on IndusInd Locations and upto Rs. 10 lacs free per month at our correspondent bank location. Access your account from anywhere using our Net Banking, Phone Banking and Mobile Banking facilities. Free Cash Withdrawal upto Rs. 50,000/ per day from any ATM using our Gold Debit Card On an Indus Gold account you are required to maintain only Rs. 50,000/- of average monthly balance. No limit on local collections done from IndusInd locations.

Please refer the Schedule of Charges for further details

Indus Silver :A perfect suite for your day to day business requirement, supported with an easy access to your accounts provided by IndusInd Bank. With a minimum AMB requirement of Rs. 25000/ on Indus Silver, this account help you to manage banking transactions at a minimal cost. The offer helps you to collect funds faster at our 155 locations and 210 branches spread across India Features & Benefits Schedule of Charges

Features & Benefits

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Free collection of cheques deposited at IndusInd locations upto Rs 30 lacs per month. Free Funds Transfer from Account to Account within IndusInd Bank Free DD/PO on IndusInd locations upto Rs. 25 lacs per month. Free Correspondent bank DD upto Rs. 5 lacs per month

Please refer the Schedule of Charges for further details

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IndusInd Adds Value :-

Local KnowledgeIndusInds local knowledge in India, coupled with the AMAS Groups global coverage allows rapid access to the complete universe of potential corporate finance transactions.

Valuation MethodologyIndusInds analysts and professionals assist clients in valuation and reviewing valuation assumptions and methodology, with a view to ensure that the price negotiated is a fair reflection of the true value.

Structuring the TransactionWe work closely with other advisers to structure innovative transactions to meet Clients commercial, legal, tax, accounting and regulatory needs, in order to ensure the maximum benefit.

Initial Approach & NegotiationIndusInds & its partners presence on the ground in India and around the world and our network of contacts allows us to quickly identify the appropriate people to approach at potential partner and our experienced professionals guide Client through the subsequent negotiations.

Overall CoordinationWe aim to provide seemless overall coordination from mandate to completion, working closely with Clients other advisers (lawyers, tax advisers, auditors, management consultants, etc.).

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Products and Services of Investment Banking :Our Investment Banking group is involved in the identification, structuring and execution of transactions for our clients in diverse industries and geographies. Products/Services Our Investment Banking group offers the following range of products to our clients:

Private Placement:

Raising venture and growth capital Structured investment/convertible products Mezzanine Financings Buyouts by financial sponsors

M&A Advisory: Comprises of advisory assignments with respect to:

Mergers and acquisitions Divestitures Joint ventures Spin-offs

Business Strategy, valuation & restructuring: Includes advisory on:

Capital restructuring Distressed debt

Debt Syndication: Includes

Syndication of Debt in Rupee Syndication of Debt in FCY

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STUDY OF THE MARKETING STRATEGIES

Marketing strategies serve as the fundamental underpinning of marketing plans designed to fill market needs and reach marketing objectives. Plans and objectives are generally tested for measurable results. Commonly, marketing strategies are developed as multi-year plans, with a tactical plan detailing specific actions to be accomplished in the current year. Time horizons covered by the marketing plan vary by company, by industry, and by nation, however, time horizons are becoming shorter as the speed of change in the environment increases. Marketing strategies are dynamic and interactive. They are partially planned and partially unplanned. See strategy dynamics.

Marketing strategy involves careful scanning of the internal and external environments. Internal environmental factors include the marketing mix, plus performance analysis and strategic constraints. External environmental factors include customer analysis, competitor analysis, target market analysis, as well as evaluation of any elements of the technological, economic, cultural or political/legal environment likely to impact success. A key component of marketing strategy is often to keep marketing in line with a company's overarching mission statement.

Once a thorough environmental scan is complete, a strategic plan can be constructed to identify business alternatives, establish challenging goals, determine the optimal marketing mix to attain these goals, and detail implementation. A final step in developing a marketing strategy is to create a plan to monitor progress and a set of contingencies if problems arise in the implementation of the plan.

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Types of Marketing Strategies : Marketing strategies may differ depending on the unique situation of the individual business. However there are a number of ways of categorizing some generic strategies. A brief description of the most common categorizing schemes is presented below:

Strategies based on market dominance :In this scheme, firms are classified based on their market share or dominance of an industry. Typically there are four types of market dominance strategies: Leader, Challenger, Follower, Nicher.

Porter generic strategies :strategy on the dimensions of strategic scope and strategic strength. Strategic scope refers to the market penetration while strategic strength refers to the firms sustainable competitive advantage. The generic strategy framework (porter 1984) comprises two alternatives each with two alternative scopes. These are Differentiation and low-cost leadership each with a dimension of Focus-broad or narrow. Product differentiation , Cost leadership , Market segmentation .

Innovation strategies :This deals with the firm's rate of the new product development and business model innovation. It asks whether the company is on the cutting edge of technology and business innovation. There are three types: Pioneers, Close followers, Late followers.

Growth strategies :In this scheme we ask the question, How should the firm grow?. There are a number of different ways of answering that question, but the most common gives three answers: Horizontal integration , Vertical integration & Diversification.

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Strategic models :Marketing participants often employ strategic models and tools to analyze marketing decisions. When beginning a strategic analysis, the 3Cs can be employed to get a broad understanding of the strategic environment. An Ansoff Matrix is also often used to convey an organization's strategic positioning of their marketing mix. The 4Ps can then be utilized to form a marketing plan to pursue a defined strategy. There are many companies especially those in the Consumer Package Goods (CPG) market that adopt the theory of running their business centered around Consumer, Shopper & Retailer needs. Their Marketing departments spend quality time looking for "Growth Opportunities" in their categories by identifying relevant insights (both mindsets and behaviors) on their target Consumers, Shoppers and retail partners. These Growth Opportunities emerge from changes in market trends, segment dynamics changing and also internal brand or operational business challenges.The Marketing team can then prioritize these Growth Opportunities and begin to develop strategies to exploit the opportunities that could include new or adapted products, services as well as changes to the 7Ps.

Real-life marketing :Real-life marketing primarily revolves around the application of a great deal of common-sense; dealing with a limited number of factors, in an environment of imperfect information and limited resources complicated by uncertainty and tight timescales. Use of classical marketing techniques, in these circumstances, is inevitably partial and uneven. Thus, for example, many new products will emerge from irrational processes and the rational development process may be used (if at all) to screen out the worst non-runners. The design of the advertising, and the packaging, will be the output of the creative minds employed; which management will then screen, often by 'gutreaction', to ensure that it is reasonable. For most of their time, marketing managers use intuition and experience to analyze and handle the complex, and unique, situations being faced; without easy reference to theory. This will often be 'flying by the seat of the pants', or 'gutreaction'; where the overall strategy, coupled with the knowledge of the customer which has been absorbed almost by a process of osmosis, will determine the quality of the marketing employed. This, almost instinctive management, is what is sometimes called 'coarse marketing'; to distinguish it from the refined, aesthetically pleasing, form favored by the theorists.

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OBJECTIVE OF THE STUDY

To know the effectiveness of the marketing strategies conducted by the organization. To know whether employees are aware about their responsibilities and authorities or not. To know about the work culture of the organization. To study the lay down the foundation human resource management in Cooperative Bank. To increase the customer satisfactions by providing excellent services towards the people or customers. To implement products and services according to the customer needs in order to maintain the customer satisfactions.

Some of the other important objectives are as follows :Corporate Objectives :Corporate objectives are those that relate to the business as a whole. They are usually set by the top management of the business and they provide the focus for setting more detailed objectives for the main functional activities of the business. This can be illustrated as follows:

Corporate objectives tend to focus on the desired performance and results of the business. It is important that corporate objectives cover a range of key areas where the business wants to achieve results rather than focusing on a single objective. Peter Drucker suggested that corporate objectives should cover eight key areas:

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Area Market standing Innovation Productivity Physical resources &

Examples Market share, customer satisfaction, product range New products, better processes, using technology Optimum use of resources, focus on core activities financial Factories, business locations, finance, supplies Level of profit, rates of return on investment Management structure; promotion & development Organisational structure; employee relations Compliance with laws; social and ethical behaviour

Profitability Management Employees Public responsibility

Functional Objectives :A well-established business will divide its activities into several business functions. These traditionally include areas such as:

Finance & administration Marketing & sales Production & operations Human resource management

Whilst each of these functional areas requires specialist expertise, their activities are not carried out in isolation from the rest of the business. It is vital in your studies to consider the ways in which the functional activities are connected to each other. However, it is common for each functional area to be set its own objectives, which should be consistent with the higher-level corporate objectives. So, functional objectives are: Set for each major business function and are designed to ensure that the corporate objectives are achieved Consider some example objectives for the marketing function. Examples of functional marketing objectives might include:

We aim to build customer database of at least 250,000 households within the next 12 months We aim to achieve a market share of 10% We aim to achieve 75% customer awareness of our brand in our target markets

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SMART Objectives :Many business textbooks suggest that both corporate and functional objectives need to conform to a set of criteria referred to as an acronym SMART. The SMART criteria are summarised below: Specific Measurable Achievable Relevant Time Bound The objective should state exactly what is to be achieved. An objective should be capable of measurement so that it is possible to determine whether (or how far) it has been achieved The objective should be realistic given the circumstances in which it is set and the resources available to the business. Objectives should be relevant to the people responsible for achieving them Objectives should be set with a time-frame in mind. These deadlines also need to be realistic

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IMPORTANCE OF THE STUDY

It is a widely held belieforiginating in the days of the PIMS (Project Impact of Market Strategies) studythat quality is a key driver of profit performance.

Today the focus has been on customer perceived quality, especially when dealing with service operations. The Bank Administration Institute project (Roth and van der Velde 1991) proclaimed customer-perceived quality as the driver of retail banking in the 1990s. The service-profit chain of Heskett et al. (1994) clarifies the role of quality, and its interrelationships with operational aspects of a service organization. The arguments in Heskett et al. proceed as follows: (i) profit and growth are stimulated primarily by customer loyalty; (ii) loyalty is a direct result of customer satisfaction; (iii) satisfaction is largely influenced by the value of services provided to customers; (v) value is created by satisfied, loyal and productive employees; (vi) employee satisfaction results primarily from high-quality support services and policies that enable employees to deliver results to customers.

It is important to note that there is not a unique way for building these models. For example, when we talk about service quality (SQ) do we refer to customer perceived quality, or quality as determined by some objective measures (e.g., queue length and waiting time), or quality as perceived by the branchs management (internal customer perceptions)? When we refer to profitability do we measure the efficiency with which costs are transformed to profits, or do we consider revenue growth as well? Answers to these questions, and details on the inputs and outputs of each model, can be determined based on the specific question at hand, and the availability of data. The next subsections describe in detail the three modelsoperational efficiency, quality efficiency, and profitability efficiency.

Reliability: -

The ability to perform the promised services accurately and dependably. The willingness to help customers and provide prompt service. The knowledge and courtesy of employees and their ability to convey trust and confidence. The appearance of physical facilities, equipment, personnel and communication materials. The caring, individualized attention provided to the customer.
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Responsiveness: -

Assurance: -

Tangibles: -

Empathy: -

The inputs and outputs of the production model for benchmarking the operational efficiency of a branch.

The two-stage model for benchmarking quality efficiency using both objective and perceptual measures of quality.

CASE STUDIES OF INDUSIND BANK

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 Case Studies No. 1IndusInd Bank.

Netcores Emergic MailServ + Hybrid Solutions at

IndusInd Bank derives its name and inspiration from the Indus Valley civilisation - a culture described by National Geographic as 'one of the greatest of the ancient world' combining a spirit of innovation with sound business and trade practices. Mr. Srichand P. Hinduja, a leading Non-Resident Indian businessman and head of the Hinduja Group, conceived the vision of IndusInd Bank - the first of the new-generation private banks in India - and through collective contributions from the NRI community towards India's economic and social development, brought our Bank into being. The Bank, formally inaugurated in April 1994 by Dr. Manmohan Singh, Honourable Prime Minister of India who was then the countrys Finance Minister, started with a capital base of Rs.1,000 million (USD 32 million at the prevailing exchange rate), of which Rs.600 million was raised through private placement from Indian Residents while the balance Rs.400 million (USD 13 million) was contributed by Non-Resident Indians. Solution Requirement at IndusInd Bank :-

IndusInd Bank wanted to provide email facility to all the employees located in multiple locations by using a cost-effective Linux based solution, then buying licenses of MS Exchange needed a large investment.

IndusInd Bank wanted secure access for all services like POP-3, IMAP and SMTP

IndusInd Bank wanted complete access to mails while users are in the office only. -Spam & Anti-Virus Solution The mails coming for the domain should be free from spam and viruses at the Internet level itself .

Were keen to obtain usage reports and be able to see live monitors of the server activity .

IndusInd Bank wanted only selective employees to access mails while they are outside the office at all the time over a secure HTTP connection. Required for few top management users for advance features like blackberry. Proposed Solution :-

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After understanding IndusInd Banks requirement Netcore proposed Emergic MailservTM which is integrated solution for e-mail on the Linux Platform and Emergic CleanMailTM for spam and virus protection at Internet Level. Emergic Mailserv is a costeffective mailing solution against a proprietary system like Exchange, Lotus Notes or Imail. Emergic Mailserv supports the POP3s, SMTPs, IMAP4s, HTTP, HTTPS, LDAP protocols, has a built in on-server virus scanning, content filtering, Policy control, firewall and repair tools, web mail client, address books and can support multiple domains on a single server and at Multiple locations(Distributive architecture). No single point of failure. Emergic CleanMail is an Internet-based filtering service to monitor and filter e-mail traffic to protect against virus attacks, spam mails and wasted bandwidth. It offers triplelevel virus scanning with extensive graphical reports on mail usage patterns. Emergic Hybrid Solution Exchange along with EMS.

Working of the Solution :Page | 51

 Netcore installed the Emergic Mailserv on the LAN of IndusInd Bank at their respective locations. The MX Record for the domain IndusInd.com is pointed on the Emergic Clean Mail server which are managed by Netcore completely at the IDC level. CleanMail filters the mail from virus and spam and delivers the genuine mails to the Linux Mailserver (Emergic Mailserv) which is at IndusInd Banks IDC over the SMTP protocol. Cleanmail protects all junk mails from coming to the LAN of IndusInd Bank and saving Intenet bandwidth for IndusInd Bank. Mails for Linux users are directly sent to linux servers and mails for exchange users are sent to exchange server. Both linux and Exchange users share the common address book to exchange. Emergic Mailserv offers POP3s, IMAPs and SMTPs services so the users on the LAN can continue to use Outlook or whatever email client they are using. In addition they can also use the web mail client offered Mailserver. This also helps to share PCs amongst users so they can check their mail privately. Users to access their mail either by using the built in feature rich web mail client or POP3, IMAP based email client. This provides a uniform experience for the user while using from within office.

The Web-Based Administration Panel is used to configure and manage the server without even the IT Person having to understand the complexity of managing a Linux based Mail Server

Benefits of the Solution : New Setup at a fraction of the cost of the licenses of Exchange / Lotus Notes, with similar ease of configuration and management via a web based console. Emergic Mailserv comes bundled with a firewall with a default high security configuration. CleanMail ensures that only genuine mails reach there network and also provides 100% uptime with bandwidth saving. The Dashboard of CleanMail lets them manage there whitelist / blacklist and spam quarantine area. Enables a wider deployment of the enterprise messaging and collaboration software due to lower costs leading to larger productivity gains for the enterprise.

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 An automated and remote management interface eases the Management, Configuration, Monitoring, Reporting and Repair of the enterprise messaging software. The resulting benefit is a substantially reduced cost of running the messaging and collaboration services. Seamless mail exchange between Exchange and EMS including Global Address book sharing.

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 Case Studies No. 2 dynamic pricing.

IndusInd Bank chooses miRevenue as provider for

Overview:Founded in 1994, IndusInd Bank has over two million customers across a network of 224 branches and 533 ATMs. IndusInd Bank is a thought leader in the Indian banking sector, partly due to its adoption of socially responsible and sustainable initiatives, but mainly through its belief in driving business through technology. In this way, the bank recognized that their existing infrastructure was not geared to customer centricity, and so identified relationship based pricing as a key component in efforts to attract and retain customers. After performing a competitive evaluation of leading pricing and billing vendors in the banking sector, IndusInd Bank selected miRevenue as their target platform for retail liabilities pricing catering to retail customers and SMEs. The scope of the project included the following key objectives: .

into a single scalable platform and ensure revenue capture.

structured manner. -based charging for customers i.e. discounted charges for customers belonging to a specific employer .

Engagement Details:After developing an implementation roadmap, Zafin Labs deployed miRevenue to focus on quick wins in retail liabilities, resulting in a centralized product pricing platform with a comprehensive set of service charging rules and policies. Included in the 6 month delivery window were several new innovations within the miRevenue pricing and billing platform. Through the deployment, the team was able to streamline business processes to ensure consistent charging and enhanced customer experience. Last, the deployment provided the ability to configure individualized charges and waivers at a per account level, where previously this could only be achieved at a product level.

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Solution Highlights:-

The Zafin Labs deployment team was able to deliver tremendous value to IndusInd Bank, both through immediate revenue gains via reduced revenue leakage and in the long term by creating a consistent and robust service charging platform. The elimination of legacy workarounds has enabled the bank to launch a series of relationship based pricing strategies. These initiatives have allowed IndusInd to not only attract new customers in the increasingly competitive retail banking sector in India, but the bank has seen increased loyalty from existing customers, with cross sales becoming a more common feature among certain segments. This superior customer experience was only available through the institution of individual pricing at account and group levels, a common feature across miPricing deployments.

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CHALLENGES FACING BY BANKING INDUSTRY & ITS INITIATIVES

The banking industry in India is undergoing a major transformation due to changes in economic condition and continuous deregulation. These multiple changes happening one after other has a ripple effect on a bank trying to graduate from completely regulated sellers market to completed deregulated customers market. Deregulation: This continuous deregulation has made the banking market extremely competitive with greater autonomy, operational flexibility, and decontrolled interest rate and liberalized norms for foreign exchange. The deregulation of the industry coupled with decontrol in interest rates has led to entry of a number of players in the banking industry. At the same time reduced corporate credit off thanks to sluggish economy has resulted in large number of competitors battling for the same pie. New rules: As a result, the market place has been redefined with new rules of the game. Banks are transforming to universal banking, adding new channels with lucrative pricing and freebees to offer. Natural fall out of this new players, new channels squeezed spreads, demanding customers better service, marketing skills heightened competition, new rules of the game pressure on efficiency missed opportunities. Need for new orientation diffused customer loyalty. Bank has led to a series of innovative product offerings catering to various customer segments, specifically retail credit. Efficiency: This in turn has made it necessary to look for efficiencies in the business. Bank need to access low cost funds and simultaneously improve the efficiency. The banks are facing pricing pressure, squeeze on spread and have to give thrust on retail assets. Diffused customer loyalty: This will definitely impact customer preferences, as they are bound to react to the value added offerings. Customers have become demanding and the loyalties are diffused. These are multiple choices; the wallet share is reduced per bank with demand on flexibility and customization. Given the relatively low switching costs; customer retention calls for customized service and hassle free, flawless service delivery.

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Misaligned mindset: These changes are creating challenges, as employees are made to adapt to changing conditions. There is resistance to change from employees and the seller market mindset is yet to be changed coupled with fear of uncertainty and control orientation. Acceptance of technology in but the utilization is not maximized.

Competency gap: Placing the right skill at the right place will determine success. The competency gap needs to be addressed simultaneously otherwise there will be missed opportunities. The focus of people will be doing work but not providing solutions, on escalating problems rather than solving them and on disposing customers instead of using the opportunity to cross sell.

Initiatives taken by the leading players in the organisation : -

Leading players in the industry have embarked on a series of strategic and tactical initiatives to sustain leadership. The major initiatives include: a) Investing in state of the start of the art technology as the back bone of to ensure reliable service delivery. b) Leveraging the branch network and sales structure to mobilize low cost current and savings deposits. c) Making aggressive forays in the retail advances segments of home and personal loans. d) Implementing organization wide initiatives involving people, process and technology to reduce the fixed costs and the cost per transaction. e) Focusing on fee based income to compensate foe squeezed spread.

f) Innovating products to capture customer mind share to begin with and later the wallet share. g) Improving the asset quality as Basel II norms.

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FINDINGS

From questionnaire and interview and with interrupting the employees, the following are my findings: Most of the employees are closed and discuss everything including their personal problems. There is no generation gap between the employees within this bank. There will be a needs of new employees vwey soon. All of the employees are satisfied with the position they are holding. The promotion system is equal at all levels of the management levels. Promotion is low for lower levels. Proper training and development programs are not conducted for some of the employees. The branch offices need more spacious office in Durgapur. There should be more often recruitment. The technologies used are up-dated. Most of the employees are satisfied with the work they done in the company. Most of the employees feel that the quantity of work they are asked to perform was ok. All of the members of this bank are very much helpful and down to earth with the people and the customers.

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CONCLUSION

The banking environment of today is rapidly changing and the rules of yesterday no longer apply. The corporate and the legal barriers that separate the various banking, investment and insurance sectors are less well defined and the cross-over are increasing. As a consequence the marketing function is also changing to better support the bank in this dynamic market environment. The key marketing challenge today is to msupport5 and advice on the focus positioning and marketing resources needed to deliver performance on the banks products and services. Marketing, as an investment advisor, is about redefining the delivery needs within not only key strategic Markey segments, but increasingly redefined to relevant micro-segments. Banking sector has undergone various changes after the new economic policy based on p r i v a t i z a t i o n , g l o b a l i z a t i o n a n d liberalization adopted by Government of India. Introduction of asset c l a s s i f i c a t i o n a n d prudential accounting norms, deregulation of interest rate a n d o p e n i n g u p o f t h e f i n a n c i a l s e c t o r m a d e I n d i a n Banking s e c t o r c o m p e t i t i v e . E n c o u r a g e m e n t t o f o r e i g n b a n k s a n d private sector banks increased competition for all operators in banking sector. Banks in India prior to adoption of new economic policy was p r o t e c t e d b y Government and was having assured market due to almost state m o n o p o l y i n b a n k i n g s e c t o r . H o w e v e r , u n d e r t h e n e w environment, Indian banks needs to reinvent the marketing strategy for growth. In India geographical development is not even throughout t h e c o u n t r y , t h e r e are full-fledged urban areas covering the metropolitan cities and other big cities. On the other hand there are underdeveloped rural areas too. For effective bank marketing different a p p r o a c h for different areas is required. In urban areas cus tomer services is of paramount importance as the level of literacy and therefore a w a r e n e s s o f t h e p e o p l e i s m o r e . A l s o t e c h n o l o g y b a s e d marketing would have higher degree of success due to typical urban l i f e s t y l e o f t h e p e o p l e . U n i v e r s a l b a n k i n g p r o v i d i n g a l l f i n a n c i a l service under one roof will have more success in urban areas. In the rural areas for bank marketing personalized banking will go in long w a y . A l s o b a n k s n e e d t o o f f e r i n n o v a t i v e t a i l o r m a d e d e p o s i t s a n d advances products to suit individual customers. Delivery of advances of right amount of right amount and at right time is essential in rural marketing.

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