A STUDY

ON

7P’S OF MARKRTING MIX IN BANKING SERVICES

PROVIDED BY KARUR VYSYA BANK

Submitted in partial fulfillment of the

Requirement for the award of the degree of

BACHELOR OF BUSINESS ADMINSTRATION

BY

S. RESHMA KHATHUN

(155014006)

Under the esteemed guidance of

AIKYA.B.PM.B.A
LECTURER IN MANAGEMENT STUDIES

DEPARTMENT OF BUSINESS MANAGEMENT

VASAVI MAHILA KALASALA

AFFILIATED TO RAYALASEEMAUNIVERSITY

KURNOOL

2015-2018

1
 A STUDY
ON
7P’ S OF MARKETING MIX IN BANKING SERVICES

PROVIDED BY KARUR VYSYA BANK

Submitted in partial fulfillment of the

Requirement for the award of the degree of

BACHELOR OF BUSINESS ADMINSTRATION

BY

S. RESHMS KHATHUN

(155014006)

Under the esteemed guidance of

AIKYA.B.PM.B.A
Lecturer in Management Studies

DEPARTMENT OF BUSINESS MANAGEMENT

VASAVI MAHILA KALASALA

AFFILIATED TO RAYALASEEMA UNIVERSITY

KURNOOL

2015-2018

2
 Vasavi Mahila Kalasala
Kurnool

Department of Business Management

CERTIFICATE

This is to certify that the Project Report titled “A STUDY ON 7P’ S OF MARKETING

MIX IN BANKING SERVICES PROVIDED BY KARUR VYSYA BANK” was carried

out by S. RESHMA KHATHUN of Regd.No:155014006, This is submitted in partial

fulfillment for the award of the Degree of Bachelor of Business Administration(BBA) of

Rayalaseema University ,during the academic year 2015- 2018.

EXAMINER PRINCIPAL HOD

3
 PROJECT GUIDE CERTIFICATE

Ms.s.reshma khathun, pursuing BBA of final year from Vasavi Mahila Kalasala,
Kurnool in partial fulfillment for the award of the degree has done her project
entitled ,A STUDY ON 7P’S OF MARKETING MIX IN BANKING
SERVICES PROVIDED BY KARUR VYSYA BANK”, under my guidance
has furnished the details true to the possible extent of my knowledge.

Place:

Date:

AIKYA.B.PM.B.A

LECTURER IN MANAGEMENT STUDIES

4
 DECLARATION

I hereby declare that this Project Report titled “A study on 7P’S 0F

MARKRTING MIX IN BANKING SERVICES PROVIDED BY KARUR VYSYA

BANK” submitted by me to the Department of Business Management, Vasavi

Mahila Kalasala, is a bonafide work undertaken by me and it is not submitted to

any other University or Institution for the award of any

degree/diploma/certificate or published any time before.

Name of the Student Signature of the Student

Date:

5
 ACKNOWLEDGEMENT

I, the researcher would like to express my thanks to all those who helped me

directly or indirectly to complete this project.

First, I take this opportunity to express my sincere thanks to our Principal Smt.

Dr. N. Parvathi Madam and the college management for providing an

opportunity and facility in successful completion of my project.

I also thank Aikya.B.P Mam, Vasavi Mahila Kalasala, and Kurnool for his

constant guidance and valuable advice.

My heartful thanks to the N.Sandeep Sir, K.Vinod sir, N.Purnima Devi Mam,

P.keerthi kumari Mam who showed infinite interest and helped me at all times

with valuable suggestions and kind co-operation without whom I could not

draw multifarious sketch for my Project Work.

Finally, I am thankful to my parents who helped me directly in my phase of

completion of this project work.

6
 INDEX

INTRODUCTION
OBJECTIVES
NEEDS OF THE STUDY
LIMITATIONS
RESEARCH METHODOLOGY
INDUSTRY PROFILE
COMPANY PROFILE
REVIEW OF LETERATURE
COLLECTION. ANALYSIS AND INTERPRETATION OF DATA
FINDINGS & SUGGESTIONS
CONCLUSION
BIBLIOGRAPHY
ANNEXURE

7
 CHAPTER-1

INTRODUCTION

OBJECTIVES

SCOPE OF THE STUDY

LIMITATIONS

RESAERCH METHODOLOGY

8
INTRODUCTION

9
 INTRODUCTION
MARKETING

Goods and services do not move automatically from producers to the users.
There is a definite mechanism that brings about exchange of goods and
services against money. Marketing is the belt that connects two major wheels
of any economy namely producers and consumers. It is the creation of utilities
as goods and services get value addition by the time they reach the consumers.

“Marketing is the social process in which Individuals and organizations

obtain what they need and want through creating and exchanging value with
others.”

--Kotler and Amstrong

SERVICE

Services are activities or benefits that one party can offer to another that are
essentially Intangible and do not result in the ownership of anything.

SERVICE MARKETING

It is a specialized branch of marketing. Services marketing emerged as a

separate field of study in the early, 1980’s, characteristics of services required
different strategies compared with the marketing of physical products
.Services marketing typically refers to both Business to Consumer [B2C] ,and
Business to Business [B2B] services such as telecommunication services,
financial services, and all type of Hospitality, tourism and entertainment
services ,car rental services ,etc

10
IMPORTANCE:

Given the intangibility of services marketing team becomes a particularly

challenging and yet extremely important task. Due to increasing homogeneity
in product offering, the attendant services provided are emerging as a key
differentiator in the mind of the consumers.

IMPORTANCE OF CUSTOMER RELATIONS

Customer relations are key factors when it comes to the marketing of services
.Since, the products are Intangible, a large part of the customers buying
decisions depends on the degree to which he Trusts the seller. Hence, the need
to listen to the needs of the customer and fulfill them through the appropriate
service offering and build a long lasting relationship which would lead to
repeat Sales and positive word of mouth.

CUSTOMER RETENTION

Given today’s highly competitive scenario where multiple providers are vying
for a limited pool of customers, retaining customers is even more important
than attracting new ones. Since, services are usually generated and consume at
the same time, they actually involve the customer in service delivery process
by taking into consideration his requirements and feedback. Thus, they offer
great scope for customization according to customer requirements, Thus,
offering increased satisfaction leading to higher customer retention.

11
 “Services represent either intangibles yielding Satisfaction
directly (Transportation, Housing), or Intangible yielding satisfactions jointly
when purchased either with commodities or other services (Credit delivery)”.

-- ‘W.T.Regan

Banking services:

Banking services are regarded as one of the important service. Banks provide
financial services to the customers. Due to the rising competition and
liberalization the banking industry has become the buyer’s market. Banks
need to create and develop the services which can satisfy the consumer
needs. Customer satisfaction is a very important construct in today’s market
and it is directly influenced by service quality as per earliest studies.
Therefore, the present research work has been carried out to analyze the
rural customers’ attitude towards public sector banks.

Banking in India is so convenient and hassle free that one (individual, groups
or whatever the case may be) can easily process transactions as and when
required. The most common services offered by banks in India are as follow

 Bank accounts

 Loans

 Money Transfer

 Credit and debit cards

 Lockers

MARKETING MIX:

12
One of the most basic concepts of in marketing is the marketing mix, defined
as the elements an Organization controls that can be used to satisfy or
communicate with customers. Following are the elements of bank.

1. Product: A product is anything that can be offered to a market for attention,

acquisition, use or consumption that might satisfy a want or a need.

2. Price: Generally, banks are following a two folded strategies for pricing their
products i.e. promoting services and satisfying customers.

 Interest and service charges

 Payment of interest.

3. Place: Place, channel of distribution or marketing channel, describes the

groups of Individuals and companies which are involved in directing the flow
and sale of products and Services from the provider to the eventual customer.
Channels may be ‘Direct or Indirect’.

 Direct channels-Movement of products between the provider and the

customer.
 Indirect channels-Intermediaries\Middle man.

4. Promotion: Refer to insurance marketing.

5. Process: It refers to the systems used to assist the organization in delivering

the services and Aid the promotion of customer satisfaction. It involves:

 Speeding delivery of services.

 Reducing the paper work.
 Standardization of procedures.
 Customization as per individual demand simplicity, etc

13
6. People: All people directly or indirectly involved in the consumption of
banking services. They are workers, employees, management and the
consumers.

7. Physical Evidence: It includes:

 Financial reports-Issued to the customers to emphasis.

 Tangibles-Pen, writing pads, passbook and cheque books.
 Punch lines

Employees dress code

14
OBJECTIVES

15
 OBJECTIVES
 To study about the physical environment provided in KVB bank

 To study about the elements of services cape that effect’s customers.

 To study about the differentiation of service products in the market place

and give them a competitive advantage.

 To study about the group of people in the organization and their

relationship with customers

 To study whether the service product of KVB can be differentiated from

the service product of another bank.

16
NEEDS FOR THE STUDY

17
 NEEDS FOR THE STUDY
 To study about the 7P’s of marketing mix in banking services at karur
vysya bank

18
LIMITATIONS

19
 LIMITATIONS
 The study is confined only to karur vysya bank .of branch at
Kurnool city

 Time factor is the main limitation of the study

 The research has been sector only to 15 person

 The method used in this project is servey method and result obtained may
not be fully accurate and believable

The analysis is purely based on answers, information and reaction of

respondents, which may involved loss of actual information due to deliberate
manipulation of the reaction or even barriers of communication

20
RESEARCH METHODOLOGY

21
 RESEARCH METHODOLOGY

“Marketing research means the systematic gathering, recording,

analyzing of data about problems relating to the marketing of goods and

services”

METHODOLOGY ADOPTED:

Research methodology is a way to systematically solve the research problem.

Here we study the various steps generally adopted by the researcher in

studying the research methods to continue a part of research methodology. In

this research both Primary and Secondary data taken into consideration. The

project would be executed through primary data i.e. questionnaires, discussion

with various age groups of employee, information from other group of

companies, internet data’s.

Primary data: - This is those, which are collected as fresh and for the first Time,

and thus happen to be original in character. There are many ways of data

collection of primary data like questionnaire, observation method, interview

method, through schedules, pantry Reports, distributors audit, consumer panel

etc.

Secondary data: - These are those data, which are not collected afresh and are

used earlier also and thus they cannot be considered as original in character.

22
There are many ways of data collection of secondary data like publications of

the state and central govt., website, journals, companies reports, reports

prepared by researchers, reports of various associations connected with

business, Industries, banks etc. For this project secondary data was taken from

company’s reports and websites.

RESEARCH DESIGN:

1. Type of research:

SYSTEMATIC SAMPLING:

A process used to determine the viability of a project or procedure based on the

experiential application of clearly defined and repeatable steps and an evaluation

of the outcomes. The goal of a systematic approach is to identify the most

efficient means to generate consistent, optimum results.

2. Sources of data: Primary Data & Secondary Data

3. Primary Data – Questionnaire

4. Secondary Data – Websites, Reference books on marketing.

5. Data collection method: Survey Method, Questionnaire

6. Survey Instrument: Questionnaire (Closed and Open Ended)

7. Method of communication: Collect the data through survey of the

employees in the organization

8. Sample size: 15 respondents

23
9. Sample unit: Karur Vysya Bank

10.Sampling area: KURNOOL.

24
 CHAPTER-2

INDUSTRY PRFILE

COMPANY PROFILE

25
INDUSTRY PROFILE

26
INDUSTRY PROFILE

Banks have played a critical role in the economic development of some

developed countries such as Japan and Germany and most of the emerging
economies including India. Banks today are important not just from the point
of view of economic growth, but also financial stability. In emerging
economies, banks are special for three important reasons. First, they take a
leading role in developing other financial intermediaries and markets. Second,
due to the absence of well-developed equity and bond markets, the corporate
sector depends heavily on banks to meet its financing needs. Finally, in
emerging markets such as India, banks cater to the needs of a vast number of
savers from the household sector, which prefer assured income and liquidity
and safety of funds, because of their inadequate capacity to manage financial
risks.

The commercial banking industry in India started in 1786 with the

establishment of the Bank of Bengal in Calcutta. The Indian Government at
the time established three Presidency banks, viz., the Bank of Bengal
(established in 1809), the Bank of Bombay (Established in 1840) and the Bank
of Madras (established in 1843). In 1921, the three Presidency banks were
amalgamated to form the Imperial Bank of India, which took up the role of a
commercial bank, a bank and a banker to the Government. The Imperial Bank
of India was established with mainly European shareholders. It was only with
the establishment of Reserve Bank of India (RBI)as the central bank of the
country in 1935, that the quasi-central banking role of the Imperial Bank of
India came to an end. After independence, the Government of India started
taking steps to encourage the spread of banking in India. In order to serve the

27
economy in general and the rural sector in particular, the All India Rural Credit
Survey Committee recommended the creation of a state-partnered and state-
sponsored bank taking over the Imperial Bank of India and integrating with it,
the former state-owned and state-associate banks. Accordingly, State Bank of
India (SBI) was constituted in 1955. Subsequently in 1959, the State Bank of
India (subsidiary bank) Act was passed, enabling the SBI to take over eight
former state-associate banks as its subsidiaries. To better align the banking
system to the needs of planning and economic policy, it was considered
necessary to have social control over banks. In 1969, 14 of the major private
sector banks were nationalized. This was an important milestone in the history
of Indian banking. This was followed by the nationalization of another six
private banks in 1980.With the nationalization of these banks, the major
segment of the banking sector came under the control of the Government. The
nationalization of banks imparted major impetus to branch expansion in un-
banked rural and semi-urban areas, which in turn resulted in huge deposit
mobilization, thereby giving boost to the overall savings rate of the economy. It
also resulted in scaling up of lending to agriculture and its allied sectors.
However, this arrangement also saw some weaknesses like reduced bank
profitability, weak capital bases, and banks getting burdened with large non-
performing assets. To create a strong and competitive banking system, a
number of reform measures were initiated in early 1990s. The thrust of the
reforms was on increasing operational efficiency, strengthening supervision
over banks, creating competitive conditions and developing technological and
institutional infrastructure. These measures led to the improvement in the
financial health, soundness and efficiency of the banking system. One
important feature of the reforms of the 1990s was that the entry of new

28
private sector banks was permitted. Following this decision, new banks such as
ICICI Bank, HDFC Bank, IDBI Bank and UTI Bank were set up.

Private Sector Banks

In this type of banks, the majority of share capital is held by private individuals
and corporate. Not all private sector banks were nationalized in 1969, and
1980. The private banks which were not nationalized are collectively known as
the old private sector banks and include banks such as The Jammu and Kashmir
Bank Ltd., Lord Krishna Bank Ltd etc.5 Entry of private sector banks was
however prohibited during the post-nationalization period. In July 1993, as
part of the banking reform process and as a measure to induce competition in
the banking sector, RBI permitted the private sector to enter into the banking
system. This resulted in the creation of a new set of private sector banks,
which are collectively known as the new private sector banks. As at end March,
2009 there were 7 new private sector banks and 15 old private sector banks
operating in India.

29
COMPANY PROFILE

30
 COMPANY PROFILE:

Bank Origin:

Commercial banking in India can boast of a history of about 200 years. Though
one could trace the history of banking back to the 19th century, the beginning
of the last century the birth of many banks in India, set up by people with
vision, commitment and national spirit.

31
Evolution:

The Karur Vysya Bank Limited, popularly known as KVB, one such endeavor,
was set up in 1916 by two great visionaries and illustrious sons of Karur, the
Late Shri M Venkatarama Chettiar and the Late Shri Athi Krishna Chettiar to
inculcate the habit of savings and provide financial assistance to traders and
small agriculturists in and around Karur, a textile town in Tamil Nadu. Though
the bank started with a seed capital of Rs.1 lakh, it has withstood innumerable
changes and challenges in the past few decades and has profitably emerged as
one of the leading banks in India without compromising on its fundamentals.
The bank is professionally managed and guided by the Board of Directors
drawn from different fields with vision, experience, and knowledge and
business acumen. Shedding its inherent regional flavor, the bank has now
spread its wings far and wide with over 320 branches in 13 States and 3 Union
Territories in order to gain a pan India presence. The bank has been conducting
its affairs meticulously to conform to all the prudential norms and exacting
statutory regulations.KVB has consistently maintained strong fundamentals
with a higher percentage of Capital Adequacy Ratio than mandated by the RBI.
KVB has also been generating profits and rewarding.

VISION

DELIGHT CUSTOMERS CONTINUALLY BY BLENDING TRADITION WITH

TECHNOLOGY TO DELIVER INNOVATIVE PRODUCTS AND SERVICES AT
AFFORDABLE RATES THROUGH A PAN INDIA BRANCH NETWORK.

MISSION

32
• Adapt technology to introduce innovative products and services as well as
increase the value of products on an on-going basis and provide them at
reasonable rates.

• Expand branch network to reach the top business centers, besides

unbanked and under banked areas in the country;

• Strengthen the financials through effective deployment of funds and

ensuring financial discipline while adhering to the regulator's guidelines

• Update the knowledge and skills of the human capital to provide quality
custom support.

Recognition:

• Ranked as the Best Mid-sized Bank by Business Today – KPMG for 2009

• Was rated as the Most Efficient Small Bank by Business Today – KPMG and
as the No. 1 old private sector bank by Financial Express – Ernst & Young for
two years in succession (2006 & 2007).

• Ranked by The Banker, London among the TOP 100 Banks of the world for
the year 2009 (One among 32 Indian Banks featuring in the list). Also one of
only 6 Indian Banks featured in the list of top performers under Return on
Assets

• Awarded the "Banking Technology Excellence Awards - 2008" for Best use
of IT for Customer Service in Semi-Urban and Rural Areas and the "Banking
Technology Excellence Awards - 2009" - Special Award – Best IT
Infrastructure Management, 2009 by Institute for Development and
Research in Banking Technology, Hyderabad

33
• Awarded the Gold CIO Award in the more than Rs. 1000 cr. category of the
Enterprise Connect Awards ’09 instituted by CIOL(Cyber media India Online

Limited)-Dataquest recognizing the “leadership combined with vision and

mission in deploying information technology for business benefits through
pioneering and innovative use within and outside the organization”

• Received the CFBP Jamnalal Bajaj Award for Fair Business Practices in
the Financial Sector Category. The award has been instituted by the Council
for Fair Business Practices, Mumbai based on evaluation parameters like
customer satisfaction, Customer communication, employee motivation,
social conscience, corporate social responsibility and compliance with laws.

Technological accomplishments:

KVB is one of the earliest banks in the country to achieve full networking of its
branches under Core Banking Solutions, offering services through multiple
delivery channels. Some of the noteworthy accomplishments of KVB are:

• Any Branch Banking

• Multicity Account facilities for both current and savings bank customers.

• Internet Banking

• On line utility bill payments facility through Bill desk

• On line shopping facility through CC Avenues

• e-commerce facilities backed with the safety of Verified by VISA

• Mobile Banking

• Real Time Gross Settlement (RTGS) and National Electronic Funds Transfer
(NEFT) facilities at all branches.

• VISA Debit card facility with a card base of over 1.70 million
34
• On-line rail and air ticket booking using KVB VISA Debit card

• VISA enabled Gift Card

• Access to over 335 KVB ATMs and over 13000 domestic ATMs under the
VISA / NFS / MITR /Axis bank cluster and over 1 million VISA ATMs
worldwide.

• Card to Card and Card to account transfer of funds through KVB ATMs

• Payment of institutional fees through ATMs

• Payment for air tickets (Kingfisher) through KVB ATMs

• Mobile top up facility at KVB ATMs

• 24 X 7 toll free professional help desk services for all ATM, Internet Banking,
Mobile Banking and e-commerce transactions.

Financial landmarks of the bank:

• Total business of the bank was at Rs. 32946.85 cr. with total deposits at Rs.
19271.85 cr. and total advances at Rs. 13675 cr. as on 31.03.2010. KVB is
the first TamilNadu based Private sector bank to cross the milestone figure
of Rs. 30000 cr. total business.

• The net profit of the bank for the year was Rs. 336.03 cr.

• The net owned funds of the bank are Rs. 1619.98 cr.

• The bank has a Capital Adequacy Raito of 14.49% (Basel II) as against the

RBI stipulated norm of 9%.

• The bank has one of the lowest net NPA ratios in the country @ 0.23%.

• The bank has been earning profits since inception and has been declaring

Dividend uninterruptedly.

35
CRM Activities:

KVB has initiated several customer friendly services by harnessing technology

for banking operations and provides these services at an “affordable price”.
Having migrated to the Core Banking Solution platform in 2005, KVB now
provides convenience banking services Any Branch Banking, Internet Banking,
Utility Bills Payment, booking of air and train tickets on-line using VISA Debit
Card, VISA Bill payment through Net Banking and Debit Card are some of the
other initiatives undertaken by the bank. Recently, the bank had been awarded
the "Banking Technology Excellence Awards - 2008" for Best use of IT for
Customer Service in Semi-Urban and Rural Areas by Institute Development and
Research in Banking Technology, Hyderabad. The bank is governed by a set of
policies guidelines for the various services in order to ensure complete
transparency in its operations. Customers can refer to the relevant policy to
understand the bank’s guiding principle on such services. This is a voluntary
Code, which sets standards of fair banking practices for member’s banks Of
Indian Banks’ Association to follow when they are dealing with individual
customers. It provides valuable guidance to the branches in their day to day
operations. The Code applies

To:

1. Current, savings and all other deposit accounts

2. Collection and remittance services offered by the Bank

3. Loans and overdrafts

4. Foreign exchange services

5. Card products

6. Third party products offered through our network

36
The salient features of the Code are:

• Branches have to act fairly and reasonably in all their dealings with the
customers.

• Branches have to help the customers to understand how our financial

products and services Work by giving information about them in
English/local language.

• Branches have to deal quickly and sympathetically in handling the customer

complaints.

• Branches have to help the customers to choose products and services which
meet their needs.

• Branches have to give clear information explaining the key features of the
services and Products.

• Branches have to tell the customer what information we need from him to
prove his identity and address to comply with legal and regulatory
requirements (i.e. KYC Norms).

• Branches have to inform the customers to count notes and ensure

correctness before leaving the cash counter.

37
 CHAPTER-3

REVIEW OF LETERATURE

38
 REVIEW OF LETERATURE

INTRODUCTION
Wherever there is uncertainty there is risk. We do not have any control over
uncertainties which involves financial losses. The risk may be certain events
like death Pension. Retirement or uncertain events like theft, fire, accident, etc.
marketing is a financial service for collecting the saving of the public and
providing them with risk coverage. The main function of marketing is to
provide protection against the possible chances of generating losses. It
eliminates worries and miseries of losses by destruction of property and death.
It also provides capital to the society as funds accumulated are invested in
productive heads. Marketing comes under the service sector and while
marketing this services, due care is to be taken in quality product and customer
satisfaction. While marketing the services, it is also pertinent that they think
about the innovate promotional measures. It is not sufficient that you perform
well but it is also important that you let others know about the quality of your
positive contributions.

Marketing :
The term marketing refers to the marketing of market services with the aim to
creat customer and generate profit through customer satisfaction. The marketing
focus on the formulation of an ideal mix for marketing business so that the
marketing organisation survives and thrives in the right perspective,

Marketing – Mix For Marketing Companies

The to best meet the needs of its targeted market. The marketing business
deals in selling services and therefore due weight-age in the formation of
marketing mix for the marketing business is needed. The marketing mix
includes sub-mixes of the 7p’s of marketing i.e. the product, its rice, place,
promotion, people, process & physical attraction.

The above mentioned 7 P’s can be used for marketing of marketing

products and banking services, in the following manner:

1. PRODUCT

39
A product means what we produce. If we produce goods, it means tangible
product and when we produce or generate services, it means intangible service
product. A product is both what a seller has to sell and a buyer has to buy. Thus,
an marketing company sell services and therefore services are their product. In
India, the life marketing corporation of India (LIC) and the general marketing
corporation (GIC) are the two leading companies offering marketing services to
the users. Apart from offering life marketing policies, they also offer
underwriting and consulting services.

2. PRICING
With a view of influencing the target market or prospects the formulation of
pricing strategy becomes significant. The pricing in marketing is in the form of
premium rates. The three main

Factors used for determining the premium rates under a life insurance plan are
mortality, expense and interest. The premium rates are revised if there are any
significant changes in any of these factors.

 Mortality (deaths in a particular area) when deciding upon the pricing

strategy the average rate of mortality is one of the main considerations. In
a country like South Africa the threat to life is very important as it is
played by host of diseases. ‘expenses; the cost of processing, commission
to agents, remarketing companies as well as registration are all
incorporated into the cost of instalments and premium sum and forms the
integral part of the pricing strategy.
 Interest: the rate of interest is one of the major factors which determines
people’s willingness to invest in marketing. People would not be willing
to put their funds to invest in marketing business if the interest rates
provided by the banks or other financial instruments are much greater
than the perceived returns from the marketing premiums.

3. PLACE
This component of the marketing mix is related t two important facets

i) Managing the marketing personnel, and

ii) Locating a branch.

40
 The management of agents and marketing personnel is fund significant
with the viewpoint of maintaining the norms foe offering the services, this is
also to process the services to the end user in such a way that a gap between the
services- promised and services--- offered is bridged over. In a majority of the
service generating organizations, such a gap is found existent which has been
instrumental in making worse the image problem. The transformation of
potential policyholders to the actual policyholders is a difficult task that
depends upon the professional excellence of the personnel. The agents and the
rural career agents acting as a link, lack professionalism.

4. PROMOTION:
The marketing services depend on effective promotional measures. In a country
like India, the rate of illiteracy is very high and the rural economy has
dominance in the national economy. It is essential to have both personal and
impersonal promotion strategies. In promoting marketing business, the agents
and the rural career agents lay an important role.deu attention should be given in
selecting the promotional tools for agents and rural career agents and even for
the branch managers and front line staff. They also have to be given proper
training in order to create impulse buying. Advertising and publicity,
organisation of conference and seminars, incentive to policyholders are
impersonal communication. Arranging kirtans, exhibitions, participation in fairs
and festival, rural wall paintings and publicity drive through the mobile
publicity van units would be effective in creating the impulse buying and the
rural prospects would be easily transformed into actual policyholders.

5. PEOPLE:
Understanding the customer better allows to design appropriate. Being a
service industry which involves a high level of people interaction, it is very
important to use this resource efficiently in order to satisfy customer. Training,
development and strong relationships with intermediaries are the key areas to be
kept under consideration. Training the employees, use of IT for efficiency, both
at the staff and agent level, is one of the important areas to look into. Human
resources can be developed through education, training and by psychological
tests. Even incentives can inject efficiency and can motivate people for
productive and qualitative work.

41
6. PROCESS:
The process should be customer friendly in marketing industry. The speed and
accuracy of payment is of great importance. The processing method should be
easy and convenient to the customers. Instalment schemes should be
streamlined to cater to the ever growing demands of the customers. IT& Data
warehousing will smoothen the process flow. IT will help in servicing large on.
Of customers efficiently and bring down overheads. Technology can either
complement or supplement the channels of distribution cost effectively. It can
also help to improve customer service levels. The use of data warehousing
management and mining will help to find out the profitability and potential of
various customers product segments.

A. flow of activities: all the major activities of banks follow RBI guidelines.
There has to be adherence to certain rules and principles in the banking
operations. The activities have been segregated into various departments
accordingly.

B. standardization: banks have got standardized procedures got typically

transactions. In fact not only all the branches of a single-bank, but all the banks
have some standardization in them. This is because of the rules they are subject
to. Besides this,each of the bank has its standard forms, documentation etc.
standardization saves a lot of time behind individual transaction.

C. customization: there are speciality counters at each branch to deal with

customers of a particular scheme. Beside this the customers can select their
deposit period among the available alternatives.

D. Number of stores: numbers of steps are usually specified and a specific

pattern is followed to minimize time taken.

E .Simplicity: in banks various functions are segregated. Separate counters

exits with clear indications. Thus a customer wanting to deposit money goes to
‘deposits’ counter and does note mingle elsewhere, this makes procedures note
only sample but consumes less time, besides instruction boards in national
boards in national and regional language help the customers further.

7. PHYSICAL DISTRIBUTION:

42
Distribution is a key determinant of success for all marketing companies.
Today, the nationalized marketing have a large reach and presence in India.
Building a distribution network is very expensive and time consuming.
Technology will not replace a distribution network though it will offer
advantages like better customer services. Finance companies and banks can
emerge as and attractive distribution channels for marketing in India. in
Netherlands. Financial services firms provide and entire range of products
including bank accounts. Motor. Home and life marketing and pensions. In
franc half of the life marketing sales are made through banks. In India also.
Banks hope to maximize expensive existing networks by selling a range of
products.

The physical evidences include sigrage, reports, punch lines, other tangibles.
Employee’s dress code etc.

A. tangibles: banks give pens, writing pads to the internal customers. Even the
passbooks, chequebooks, etc reduce the inherent intangibility of services.

B. punch lines: punch lines or the corporate statement depict the philosophy
and attitude of the bank. Banks have influential punch lines to attract the
customer. Banking marketing consists of identifying the most profitable markets
now and in future, assessing the present and future needs of customers, setting
business development goals, making plans-all in the context of changing
environment.

Conclusion
In India,banks hope to maximize expensive existing networks by
selling a range of products. It is anticipated that rather then formal ownership
arrangements, a loose network of alliance between insurers and banks will
emerge, popularly known as banks assurance. Another innovative distribution
channel that could be used are the non-financial organisations. We can’t deny
the fact that if foreign banks are performing fantastically, it is not only due to
the sophisticated information technologies they use but the result of a fair
synchronization of new information technologies and a team of personally
committed employees. The development of human resources makes the ways
for the formation of human capital.

43
 CHAPTER-4

COLLECTION ANALYSIS AND INTERPRETATION OF

DATA

44
1: Who suggested you the service of this bank?
Particular No of respondents Percentage
Employer 3 20%
Neighbour 0 0%
Friends 7 46.6%
Relatives 15 33.3%
TOTAL 100 100%

Percentage

TOTAL

Relatives

Friends Percentage

Neighbour

Employer

0% 20% 40% 60% 80% 100%

INFERENCE:
From the above table & graph it is analysised that 46.6% got influced by friend
and 33.3% from relatives and 20% from employeer suggestion

45
2: ________________DEALS WITH THE SPECIFICATION OF THE
ACTUAL GOOD OR

SERVICE& HOW IT RELATES TO THE TARGET CUSTOMER

Particular No of respondents Percentage
Price aspect 0 0%
Product aspect 15 100%
Promotion aspect 0 0%
Place aspect 0 0%
TOTAL 15 100%

Percentage
TOTAL

Place aspect

Promotion aspect
Percentage

Product aspect

Price aspect

0% 20% 40% 60% 80% 100% 120%

INFERENCE:
From the above table and graph made 70% of respondents target customers are
dealt through product aspect deals with the specification of actual goods and
services and rest of 30% through promotion aspect.

46
3:____________________THE BEST ROMOTION TOOL OF YOUR
SERVICES?
Particular No of respondents Percentage
Creativity 4 26.6%
Communication 2 13.3%
Tele calling 3 20%
Publicity 1 6.6%
TOTAL 15 100%

Percentage

Creativity
Communication
Tele calling
Publicity
TOTAL

INFERENCE:
From the above table & graph it is 26.6% of considered publicity. As the best
promotion tool and 20% respondents communication as the best promotion and
the rest 13.3% respondents tele calling 6.6% respondents to creative

47
4:_____________REFERS TO THE STSTEM THAT ASSISTS THE
ORGANIZATIUON IN DELIVRING THE SERVICE?
Particular No. of respondents percentages
Product 0 0
Process 0 0
Promotion 15 15
Physical environment 0 0
TOTAL 15 100

percentages

Product
Process
Promotion
Physical environment
TOTAL

INFERENCE:
From the above table & graph it is all the respondents referred promotion as the
system that assists the organization in delivering the service

48
5: THE MOTIVE THAT DRIVES CUSTOMERS TOWARDS YOUR
SERVICES?
Particular No of respondents Percentage
Public relation 9 60%
Futile 3 20%
Patronage motive 3 20%
Prestiage 0 0
TOTAL 15 100%

Percentage

TOTAL

Prestiage

Patronage motive Percentage

Futile

Public relation

0% 20% 40% 60% 80% 100%

INFERENCE:
From the above table & graph made. Public relation Motive to drives customer
towards KVB services.

49
6: HOW MANY TYPES OF TECHNIQUUES ARE USED FOR THE
PROMOTION OF YOUR PRODUCT SERVICES?
Particular No of respondents percentage
1 2 13.3
3 7 46.6
5 4 26.6
7 2 13.3
TOTAL 15 100

percentage
100
90
80
70
60
50
percentage
40
30
20
10
0
1 3 5 7
TOTAL

INFERENCE:
From the above table & graph it is technique are used for the promotion of
product services

50
7: DO YOU BELIEVE PUBLIC RELATION HELP PROMOTE YOUR
BUSINESS?
Particular No of respondents Percentage
Yes 13 86.6
No 2 13.3
TOTAL 15 100

Percentage

TOTAL

No Percentage

Yes

0 20 40 60 80 100

INFERENCE:
From the above table & graph most of the respondents feel that public relations
help to promote the business

51
8: WHAT IS YOUR TARGET AUDIENCE?
Particular No of respondents Percentage
Business people 11 73.3
Students 4 26.6
Self help groups 0 0
Farmers 0 0
TOTAL 15 100

Percentage

TOTAL

Farmers

Self help groups Percentage

Students

Business people

0 20 40 60 80 100

INFERENCE:
From the above table & graph it is business people & student are the
target audience

52
9:WHAT ARE THE FUNCTIONS BEINGPERFORMED BY
PERFORMANCE MANAGEMENT IN YOUR BANK?
particular No of respondents Percentage
Setting goals & 0 0
performance standards
Communication 0 0
coaching feedback
Performance appraisal 0 0
Development planning 0 0
for future
All the above 15 100
TOTAL 15 100

Percentage
Percentage,
100 100
80
60
40
20
0

INFERENCE:
From the above target & graph all functions are being performed by
performance management in the bank

53
10: WHICH METHOD IS BEING USED FOR PERFORMING YOUR
DAILY SERVICES?

Particular No of respondents Percentage

Traditional methods 2 13.3
Modern methods 4 26.6
Both A and B 9 60
No idea 0 0
TOTAL 15 100

Percentage

TOTAL

No idea

Both A and B Percentage

Modern methods

Traditional methods

0 20 40 60 80 100

INFERENCE:
From the above table & graph bout the traditional and modern method are
being use for performing their daily service

54
11: DO THE EMPLOYEES PAY PROPER ATTENYION TOWARDS
CUSTOMERS?
Particular No of respondents Percentage
Utmost attention 10 66.6
High attention 0 0
Average attention 0 0
Less attention 5 33.3
TOTAL 100 100

Percentage
TOTAL,
100 Utmost 100
80 attention, 66.6
60
Less attention ,
40
High attention, 33.3
20 Average
0
0 attention, 0

Utmost Percentage
High
attention Average
attention Less
attention
attention
TOTAL

INFERENCE:
From the above table & graph the employees paid at most attention
towards customers

55
 CHAPTER -5

FINDINGS & SUGGESTIONS

CONCLUSION
BIBLIOGRAPHY
ANNEXURE

56
 FINDINGS
 Employers suggested the services of the bank. To the customers

 Communication is the promotions tool of services.

 Public relations drives the customers towards the bank

 The target audience for the was business people .

 Traditional method and modern methods are being used for

performing daily service.

57
 SUGGESTIONS
 To increase cash deposit machines (CDM)

 To promote internet banking services

 To give awareness about about pass book printing machines in bank

 To promote mobile banking services

 To make changes in bank timings feasible to the job holders

 To promote loans and other services provided by bank.

58
 CONCLUSION

 Public relations drives the customers towards the bank

 Traditional method and modern methods are being used for performing
daily services

 To make changes in bank timings feasible to the job holders

 The design of the physical environment and the way in which tasks are
performed by customer contact personnel should be such that these play a
vital role in creating a particular identify for the bank, shaping the nature
of the customer’s experience and enhancing both productivity and
wuality.

59
 BIBLIOGRAPHY
 Marketing management – C. N. Sontakki

 Services Marketing - Zeithmal

 Web site – www.google.com

60
 QUESTIONNIRE
Name:
OCCUPATION:
1) Who suggested you the service of this bank?

A) Employer B) neighbour

C) Friend D) Relative

2) ________________________________ deals with the specification of

the actual good or service & how it relates to the target customer ?

A) price Aspect B) product Aspect

C) promotion Aspect D) place Aspect E)planning Aspects

3)__________________________________ is the best promotion tool of

Your service ?

A) creativity B) communication

C) tele calling D) publicity E) None of these

4)_________________________________ refer to the system that assists the

organization in delivering the service?

A) product B) Process

C) Promotion D) Physical environment

5) The motive that drives customers towards your service

A) Public relation B) Futile Exercise

C) Patronage motives D)Prestiage

61
6) How many types of techniques are used for the promotion of your product
services

A) 1 B) 3

C) 5 D) 7

7) Do you believe public relation help promote your business

A) Yes B No

8) What is your target audience

A) Business B) Students

C) Self help group D) Farmers

9) What are the function being performed by performance management in your

bank

A) Setting goals and performance standards

B) Communication coaching feedback

C) Performance appraisal

D) Development planning for future E) All the above

10) Which method is being used for performing your daily services

A) Traditional B) Modern methods

C) Both A and B D) No idea

11) Do the employees pay proper attention towards customers

A) Utmost attention B) High attention

C) Average attention D) Less attention

62