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A PROJECT SUBMITTED TO
UNIVERSITY OF MUMBAI FOR PARTIAL COMPLETION OF
DEGREE OF
BACHELOR OF MANAGEMENT STUDIES
UNDER THE FACULTY OF COMMERCE
BY
MR. MANIHAR VAHEED
MARCH 2022-23
1
DECLARATION
I the undersigned Mr. MANIHAR VAHEED hereby, declare that the work
embodied in this project work titled “MARKETING STRATEGY OF ICICI
BANK”, forms my own contribution to the research work carried out under the
guidance of PROF. PRACHI RAORANE is a result of my own research work and
has not been submitted previously for any Degree or Diploma of any University.
Whenever reference has been made to previous works of others, it has been clearly
indicated as such and included in the bibliography.
I, here by further declare that all information of this document has been obtained
and presented in accordance with academic rules and ethical conduct.
CERTIFIED BY
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ACKNOWLEDGEMENT
To list who all have helped me is difficult because they are so numerous and the
depth is so enormous.
I would like to acknowledge the following as being idealistic channels and fresh
dimensions in the completion of this project.
I take this opportunity to thank the University of Mumbai for giving me chance to
do this project.
I would like to thank my Principal, Dr.Kavita Sharma, for providing the
necessary facilities for completion of this project.
I take this opportunity to thank our Co-ordinator, , for his moral support and
guidance.
I would like to express my sincere gratitude towards my guide,
Prof. Prachi Raorane whose guidance and care made the project successful.
I would like to thank my College Library, for having provided various reference
books and magazine related to my subject.
Lastly, I would like to thank each and every person who directly or indirectly
helped me in the completion of the project especially my Parents and Peers who
supported me throughout my project.
3
TABLE OF CONTENTS
8 QUESTIONNAIRE 71
Executive Summary
4
The study of ICICI BANK, its origin and history provide glimpse about company
growth and expansion. This training provides an in depth study about the
company’s policy, procedure and processes. It also provides the practical
knowledge about the functioning of various departments. As we come across the
Personnel Department, Marketing Department, we learnt number of things related
to these departments.
My training is focusing on the area of the competitive Market. I have made the
survey on ―Marketing Strategy”.
I have done project in ICICI BANK, which is one of the famous bank Company in
India ICICI BANK is covering huge market share in the Insurance Market.
Insurance market of Rajkot is very huge and continuous growing. It is leading in
insurance market and doing continuous growth.
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CHAPTER 1:
INTRODUCTION
6
INTRODUCTION
7
BANKING
India has an extensive banking network, in both urban and rural areas. All large
Indian banks are nationalized, and all Indian financial institutions are in the public
sector.
RBI BANKING
The Reserve Bank of India is the central banking institution. It is the sole authority
for issuing bank notes and the supervisory body for banking operations in India. It
supervises and administers exchange control and banking regulations, and
administers the government’s monetary policy. It is also responsible for granting
licenses for new ban branches. 25 foreign banks operate in India with full banking
Licenses. Several licenses for private banks have been approved. Despite fairly
broad banking coverage nationwide, the financial system remains inaccessible to
the poorest people in India.
8
5% 6%
3% 6%
National Banks
Corporation Banks
Private Banks
Multinational Banks
MARKET SHARE
9
COMPANY PROFILE OF ICICI BANK
In the year 1955 The Industrial Credit and Investment Corporation of India Limite
d (ICICI) incorporated at the initiative of the World Bank, the Government of India
and representatives of Indian industry, with the objective of creating a developmen
t financial institution for providing medium-term and long-term project financing t
o Indian businesses. Mr.A.Ramaswami Mudaliar elected as the first Chairman of
ICICI Limited.
ICICI emerges as the major source of foreign currency loans to Indian industry. Be
sides funding from the World Bank and other multi-lateral agencies, ICICI also am
ong the first Indian companies to raise funds from International markets.
Next year ICICI declared its first Dividend at 3.5%, and in 1958 Mr.G.L.Mehta w
as appointed the 2nd Chairman of ICICI Ltd. In 1960 ICICI building at 163, Back
bay Reclamation was inaugurated.
And very next year i.e. in 1961 the first West German loan of DM 5 million from
Kreditanstalt was obtained by ICICI.
In 1967 ICICI made its first debenture issue for Rs.6 crore, which was oversubscri
bed. After two years first two regional offices in Calcutta and Madras were opened.
Then in 1972 ICICI establish its second entity in India to set-up merchant banking
services, and Mr. H. T. Parekh appointed as the third Chairman of ICICI.
In 1977 ICICI sponsors the formation of Housing Development Finance Corporati
on, and also managed its first equity public issue, and next year Mr. James Raj ap
pointed as the fourth Chairman of ICICI, but he was replaced by Mr.Siddharth Me
hta in the year 1979.
In the year 1982 ICICI becomes the first ever Indian borrower to raise European C
urrency Units, and in the same year ICICI commences leasing business. After two
years Mr. S. Nadkarni appointed as the sixth Chairman of ICICI and in the year 1
985 Mr.N.Vaghul appointed as the seventh Chairman and Managing Director of I
CICI.
In 1986 ICICI first Indian Institution to receive ADB Loans. First public issue by a
n Indian entity in the Swiss Capital Markets and ICICI along with UTI sets up Cre
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dit Rating Information Services of India Limited, (CRISIL) India's first professiona
l credit rating agency, also ICICI promotes Shipping Credit and Investment Compa
ny of India Limited. (SCICI). In the same year The Corporation made a public issu
e of Swiss Franc 75 million in Switzerland, the first public issue by any Indian equi
ty in the Swiss Capital Market. In 1987 ICICI signed a loan agreement for Sterling
Pound 10 million with Commonwealth Development Corporation (CDC), the first
loan by CDC for financing projects in India, and very next year ICICI promotes T
DICI - India's first venture capital company.
In the year 1993 ICICI sets-up ICICI Securities and Finance Company Limited in j
oint venture with J. P. Morgan and also sets up ICICI Asset Management Compan
y.
ICICI Bank was originally promoted in 1994 by ICICI Limited, as an Indian financ
ial institution, and was its wholly owned subsidiary. In 1996 ICICI becomes the fir
st company in the Indian financial sector to raise GDR also ICICI announces merg
er with SCICI. In the same year Mr.K.V.Kamath appointed the Managing Directo
r and CEO of ICICI Ltd.
In the year 1997 ICICI was the first intermediary to move away from single prime
rate to three-tier prime rates structure and introduced yield-curve based pricing, an
d the name "The Industrial Credit and Investment Corporation of India Limited " w
as changed to "ICICI Limited" and also ICICI announces takeover of ITC Classic
Finance.
ICICI's shareholding in ICICI Bank was reduced to 46% through a public offering
of shares in India in fiscal 1998.
In the year 1999 ICICI launches retail finance - car loans, house loans and loans for consumer d
urables, and also ICICI becomes the first Indian Company to list on the NYSE through an issue of
American Depositary Shares.
In the year 2000 ICICI Bank becomes the first commercial bank from India to list its stock on NYS
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that the merger of ICICI with ICICI Bank would be the optimal strategic alternativ
e for both entities, and would create the optimal legal structure for the ICICI grou
p's universal banking strategy. The merger would enhance value for ICICI sharehol
ders through the merged entity's access to low-cost deposits, greater opportunities f
or earning fee-based income and the ability to participate in the payments system a
nd provide transaction-banking services. The merger would enhance value for ICI
CI Bank shareholders through a large capital base and scale of operations, seamless
access to ICICI's strong corporate relationships built up over five decades, entry int
o new business segments, higher market share in various business segments, partic
ularly fee-based services, and access to the vast talent pool of ICICI and its subsidi
aries. In October 2001, the Boards of Directors of ICICI and ICICI Bank approved
the merger of ICICI and two of its wholly owned retail finance subsidiaries, ICICI
Personal Financial Services Limited and ICICI Capital Services Limited, with ICI
CI Bank. The merger was approved by shareholders of ICICI and ICICI Bank in Ja
nuary 2002, by the High Court of Gujarat at Ahmadabad in March 2002, and by th
e High Court of Judicature at Mumbai and the Reserve Bank of India in April 2002.
Consequent to the merger, the ICICI group's financing and banking operations, bot
h wholesale and retail, have been integrated in a single entity.
*Free float holding excludes all promoter holdings, strategic investments and cross
holdings among public sector entities.
ICICI Bank is India's second-largest bank with total assets of about Rs.1, 67,659 cr
ore at March 31, 2005 and profit after tax of Rs. 2,005 crore for the year ended Ma
rch 31, 2005 (Rs. 1,637 crore in fiscal 2004). ICICI Bank has a network of about 5
60 branches and extension counters and over 1,900 ATMs. ICICI Bank offers a wi
de range of banking products and financial services to corporate and retail custome
rs through a variety of delivery channels and through its specialized subsidiaries an
d affiliates in the areas of investment banking, life and non-life insurance, venture
capital and asset management. ICICI Bank set up its international banking group in
fiscal 2002 to cater to the cross border needs of clients and leverage on its domestic
banking strengths to offer products internationally. ICICI Bank currently has subsi
diaries in the United Kingdom and Canada, branches in Singapore and Bahrain and
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representative offices in the United States, China, United Arab Emirates, Banglade
sh and South Africa.
ICICI Bank's equity shares are listed in India on the Stock Exchange, Mumbai and
the National Stock Exchange of India Limited and its American Depositary Receip
ts (ADRs) are listed on the New York Stock Exchange (NYSE).
As required by the stock exchanges, ICICI Bank has formulated a Code of Busines
s Conduct and Ethics for its directors and employees.
At April 4, 2005, ICICI Bank, with free float market capitalization* of about
Rs. 308.00 billion (US$ 7.00 billion) ranked third amongst all the companies li
sted on the Indian stock exchanges.
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CHAPTER 2:
LITERATURE
REVIEW
14
LITERATURE REVIEW
Financial services and wide range of banking products are offered by ICICI Group
and retail customers through a variety of delivery channels and through its
specialized group companies, subsidiaries and affiliates in the areas of personal
banking, investment banking, life and general insurance, venture capital and asset
management. In their respective sectors ICICI Group companies have enhanced
and maintained their leadership position with the support of strong customer focus.
Second largest India’s bank is ICICI with the total assets of Rs. 3,793.01 billion
(US$ 75 billion) at March 31, 2009 and for the year ended March 31, 2009 profit
after tax is Rs. 37.58 billion. In India, the ICICI bank has a network of 1,451
branches and total ATM’s are 4,721 and existed in 18 countries.
HISTORY
1955:
The government of India and representatives of Indian industry, the
Industrial Credit and Investment Corporation of India Limited (ICICI) is
incorporated at the initiative of the World Bank. In order to provide the medium
and long term project financing to Indian businesses development financial
institutions are created. First chairman of ICICI limited is Mr.A.Ramaswami
Mudaliar.
ICICI emerges as the major source of foreign currency loans to Indian
industry. In the Indian companies, ICICI is the first company for increasing the
funds from international markets besides funding from the World Bank and other
multi-lateral agencies.
1956:
ICICI stated that its first share is 3.5%.
Business:
In 1994 through ICICI Ltd., Indian development financial institution,
ICICI bank was advanced. Among all private banks ICICI bank has to develop into
largest commercial bank so consequently two entities are combined. In the second
half of nineties to beat the Indian banking industry, with new technologies ICICI
bank which is a new generation bank is in progress. VSAT technology is used in
network along with systems and state-of-the-art technology in ICICI bank
branches, these branches are automated fully.
With SWIFT International network, bank is having relation and network of ICICI
bank is extended in 2005 as 1,910 ATMs and 562 branches. Some of the electronic
channels like call centers and ATMs, internet banking, mobile banking is increased
and for these channels number of customer transactions are transferred then more
than 70% of customer transactions are happening.
15
To increase deposit franchise overseas and corporate business a small Russian
banking entity, Investitsionno-Kreditny Bank (IKB) is obtained by ICICI bank.
Through DBS in Singapore, Lloyds TSB in UK and Wells Fargo in USA banks,
ICICI bank is having a number of dealings.
To do mutual business, ICICI planned to deal with prudential plc. Of UK. Through
Prudential ICICI Trust Limited and Prudential ICICI Asset Management Company
duo is moderately insistent. Towards the Indian agricultural sector, to offer
services ICICI bank is ready. By means of large agriculture markets, in place more
than 70 agri-desks and 2000 Internet kiosks are started.
Developments:
‘Mutual Fund Sweep Account’ is started by ICICI Bank- Since to receive higher
income, parking their short-term excess into liquid mutual funds when existing
account holders are permitted by automatic sweeping facility. During GIC Mutual
Fund and Prudential ICICI Asset Management Companies liquid fund schemes to
invest an excess account, present account customers of ICICI bank are having
ability.
In ICICI, ICICI Capital Services Limited and ICICI Personal Financial Services
Limited are two combined wholly-owned subsidiaries, these two subsidiaries are in
progress with ICICI bank.
Towards Rs.500 crore CD (Certificates of deposit) programme of IBL (ICICI Bank
Ltd), the short-term of safety is represented as A1+rating it is allocated by ICRA.
To start the credit cards of ICICI Bank Master Card, MasterCard International is
occupying ICICI Bank. About 4, 50,000 debit cards of ICICI bank are situated
whereas 5, 50,000 credit cards are situated at present. In market main card issuer is
ICICI bank. For every month by rate 1, 00,000, debit and credit cards are added by
bank. The debit card business is the latest one where as credit card business is
started 2 years back by bank.
At the end of December 31, 2009 profit is Rs. 30.19 billion (US$ 648.8
billion) for nine months after tax, for total resources of Rs. 3, 562, 28 billion (US$
77 billion) at December 31, 2009 therefore India’s second-largest bank is ICICI.
4,883 ATMs and 1,646 branches network in banks, in India and at present in 18
countries. During specialized subsidiaries and variety of delivery channels, for
retail customers and corporate customers an open series of financial services and
banking products are presented by ICICI and in regions like asset management and
venture capital, investment banking, life and non-life insurance it is joined.
Technology:
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of this bank contains online connectivity. To deal with customers through the
Automated Teller Machines (ATMs) and branch network, a multi-branch access is
also offered.
In order to gain the best technology which is available internationally so as to
create infrastructure for a world class bank, considerable investments and efforts
were made by the bank. Through robust and scalable systems, the business of the
bank is sustained which makes sure that the clients are always provided with
supreme services.
In the internet and technology, the bank has prioritized its commitment as one of
its major aims and also in web-enabling its core business an important progress has
been already made. To produce a build market share and competitive advantage,
the bank has been successful in influencing its market position, in all of its
business.
In association with the VISA (VISA Electron) an International Debit Card is
launched and as well as issues the Master card Maestro debit card by the first bank
in India which is HDFC Bank. In late 2001, HDFC launched its credit card
business. A total card base (credit and debit cards) HDFC bank crosses over 13
million by the end of the March 2009.
The Bank is also one of the leading players in the “merchant acquiring”
business with over 70,000 Point-of-sale (POS) terminals for debit / credit cards
acceptance at merchant establishments. The Bank is well positioned as a leader in
various net based B2C opportunities including a wide range of internet banking
services for Fixed Deposits, Loans, Bill Payments, etc.
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MARKETING STRATEGY OF ICICI BANK
DEPOSITS SCHEMES
SAVINGS BANK ACCOUNTS
Opening of accounts
Savings Bank Accounts should be opened in accordance with the Bank’s rules
framed for the conduct and maintenance of such accounts and also in conformity
with the directives issued by Reserve Bank of India and India Banks Association
from time to time.
Minimum deposit
The minimum amount with which a Savings Bank Account can be opened is Rs.
100/- for non-Computerized Branch & Rs, 500/- for Computerized Branch. It
should be ensured that this minimum balance is maintained by the account holder
at all times. However, a minimum balance of Rs. 250/- should be maintained in the
account if cheque book facility is required by the account holder. If the minimum
balance of Rs. 250/- is not maintained in such an account in any month, the Branch
should charge service charges on such accounts at the rate fixed by the Bank from
time to time.
The minimum amount with which Savings Bank Account can be opened is Rs.
100/- in Rural & Semi-Urban, Rs. 250/- in Urban & Metro.
For all branches except computerized branches minimum amount of balance
should be:
(i) Rs. 100/- for Savings Bank Account without cheque book facility
(ii) Rs. 250/- with cheque book facility.
Rs, 500/- for computerized branches with or without cheque book facility.
If the minimum balance of Rs. 250/- or Rs. 500/- as the case may be is not
maintained in such account the Branch should charge service charges on such
accounts at the rate fixed by Bank from time to time.
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The following institutions are permitted by R.B.I. to open Savings Bank
Accounts
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Who can open Savings Bank Accounts current account
20
not falling under 3.5 below and whose entire income is exempted from
payment of Income Tax under the payment of Income tax Act, 1961.
CURRENT ACCOUNTS
A current account is a running and active account which may be operated upon any
number of times during a working day. There are no restrictions as to the number
and amount of withdrawals from a current account. These accounts are normally
opened by businessmen, joint stock companies, institution, public authorities and
public corporations. No interest is payable on these accounts arid hence they are a
source of comparatively low cost lendable resources to the Bank. All efforts should
therefore be made to mobilize maximum deposits in Current Accounts.
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Special Features of Current Accounts
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(vi) Executors and Administrators
(vii) Trustees
(viii) Liquidators
(ix) Local Authorities/Corporations
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Proprietor of the firm. The name of the account may be different from the name
‘Of the proprietor.
All the formalities for opening a current account as mentioned in paragraph 4
above have to be completed.
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Inoperative Current Accounts
In this case where there are no operations for 6 months or more and minimum
balance is not being maintain as shown below, a service charge of Rs. 25/-per
every 6 months. (March & September) should believe, till the balance is reduced to
Rs. 100/-. There’ after the account should be closed and the balance should be
appropriate under advice to the Account holder with a request to return the
unutilized cheque leaves an9 to get the Pass book updated.
25
A thoughtful feature of this scheme is that if the account holder also holds a
savings bank account, and if a cheque is required to be returned for want of funds,
money can be arranged to be automatically transferred from the FD account. This
facility is available for deposits of Rs.1000/- and above and on specific request.
RD (Recurring Deposit)
This is a scheme for accumulation of savings. Deposits are accepted under the
scheme in monthly installments for a predetermined period, Interest at rates given
in the chart are added on the accumulated balance and compounded at quarterly
intervals.
Installments under the scheme can be remitted at any branch of the bank for
onward remittance to the branch where the account is maintained.
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LLRD (Loan Linked Recurring Deposits
This is a scheme similar to the RD scheme with a facility to take a loan equivalent
to three times the maturity value of the deposit for purchase of a consumer durable.
The loan is however restricted to 75% of the value of the consumer durable or
Rs.75, 000/ whichever is lower.
Amount allotted
Rating at the
date of issue Description (rs. Crore Date of redemption
time of issue
unless otherwise specified)
February 2005 Public subscription tax saving bond "laaa" by icra
unsecured redeemable regular income bond "care aaa" by
money multiplier bond
bonds in the nature of children growth bond
care
debentures aggregating pension bond
rs. 250 crores with a
right to retain
oversubscription up to rs.
250 crores.
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ANY TIME FACILITY
Under this facility, an investor can access his savings by selling back a maximum
of 50 bonds a day to ICICI directly, without going through the bse or the nse,
where the ICICI safety bonds are listed.
Eligibility
Eligible investors and bond holders. However, applications can be made by:
Individuals in their own names or in the names of their minor children to
whom they are natural/legal guardians.
Joint holders (not exceeding three).
Hindu undivided families through the karta.
Companies, corporates, trusts, scientific and/or industrial research
organizations, societies registered under the applicable laws in India.
Provident / superannuation / gratuity funds.
Public financial institutions, statutory corporations, registered partnership
firms, association of persons.
Mutual funds.
Commercial / co-operative / regional rural banks.
Nris, ocbs, fiis, foreign nationals, foreign corporates or their nominees/
agents, subject to rbi permission.
Procedure
Just fill the application form and submit it at any of the authorized collection
centers in your city, along with the bond certificate(s) and unencashed interest
warrants, if any and you will receive an acknowledgement slip. Submit a separate
application form for each code of bond. Submit a separate application form for
each folio number. An investor can sell up to a maximum of 50 bonds on any day.
After verification and scrutiny of the application form and the attached
certificate(s) and warrants, a cheque will be issued and sent to you. The payment
cheque/ warrant would be issued in the name of the sole/ first bondholder.
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Electronic clearing service (ECS) facility
The reserve bank of INDIA (RBI) has introduced the concept of ecs
through the clearing house to obviate the need for issuing and handling paper
instruments and thereby facilitate improved customer service. ICICI may make
available such facility at the centres where the RBI provides the facility.
Prices of bonds
The bonds are sold as per a price card issued by icici on a weekly basis to reflect
the prevalent market rates. The price card with the current rates for sale for each of
the bonds available under this facility will be made available at all designated
collection centers and leading brokers in your city.
The price of the bond depends upon the accumulation of interest on the bond and
the interest rates prevailing at the time of sale.
The price applicable is the price as on the date the application form is submitted to
the designated collection centre.
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2.GOI RELIEF FUNDS
RELIEF BOND - BASIC FEATURES
Relief bonds were first introduced in December 1987 to tide over drought
conditions then prevalent in INDIA. The main features of these bonds are as
follows:
MATURITY PERIOD 5 YEARS
RATE OF INTEREST 8.0% PER ANNUM
RISK ATTACHED Low risk
MINIMUM INVESTMENT RS. 1,000/-
MAXIMUM INVESTMENT RS 2 LAKHS
LOAN FACILITY AVAILABLE
OVERALL LIQUIDITY GOOD
THE DATE OF ISSUE OF BONDS WILL BE DATE OF
RECEIPT OF SUBSCRIPTION IN CASH OR THE
DATE OF ISSUE
DATE OF REALIZATION OF DRAFT/PAY ORDER
AS THE CASE MAY BE.
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Relief bond -tax concessions
31
Nomination
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3.MUTUAL FUNDS
Features
Mutual funds online work as below :
Investor clicks on mutual funds bazaar on the site and selects the fund
he/she wants to invest in
After selecting the fund, the investor clicks on applications
A screen is displayed to the investor, which gives option to invest online if
he/she is an icici bank internet banking customer or download form
When customer chooses to invest through icici bank internet banking, he is
displayed "online application" form. He/she has to fills the form online and
submits the same
Upon submitting the customer is taken to icici bank internet banking log in
screen and after log in, directly to the payment authorization screen
Customer authorizes the transaction and he is taken back to mutual fund
online
Customer is displayed the application number and transaction confirmation
code
The customer gets mutual funds unit of date if application is within cutoff
time. In case of ipo applicant will get units upon allotment being made
The mutual fund approaches customer/s for their signatures. The first
applicant, who should be an icici bank internet banking customer, should
sign as icici bank records. The mutual fund may seek verification of first
applicant's signatures from icici bank
The transaction is complete for the icici bank internet banking customer at
this point of time
When customer chooses to download application, he is displayed
"download application" form. He/she has to fills the form, sign it and
submits the same in a designated branch of icici bank along with payment
instrument.
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LIQUID PLAN
TYPE OPEN-ENDED LIQUID DEBT FUND
INVESTMENT PATTERN MONEY MARKET 80% & DEBT INSTRUMENTS 20%
FUND OBJECTIVE TO GENERATE STEADY AND CONSISTENT RETURNS FROM A BASKET OF HIGH
QUALITY LIQUID DEBT INSTRUMENTS.
INVESTMENT HORIZON SUITABLE FOR INVESTORS LOOKING FOR STEADY RETURNS ARE RELATIVELY LOW
RISK ACROSS A MEDIUM TO LONG TERM HORIZON.
NET ASSET VALUE CALCULATED & DECLARED ON EVERY BUSINESS DAY.
BUSINESS DAY A DAY OTHER THAN (1) SATURDAY AND SUNDAY, (2) A DAY ON WHICH BANKS ARE
CLOSED IN MUMBAI OR (3) A DAY ON WHICH SALE AND REDEMPTION OF UNITS IS
SUSPENDED BY THE TRUSTEES.
APPLICATION AMOUNT RS. 15,000/-( PLUS IN MULTIPLES OF RE. 1)
MIN. ADDITIONAL RS. 5000/-
INVESTMENT
PORTFOLIO DISCLOSURES NA
ENTRY LOAD NIL
EXIT LOAD NIL
REDEMPTION CHEQUES ISSUED WITHIN 1 BUSINESS DAY
MINIMUM REDEMPTION AMT. RS. 100/-
CUT OFF TIME 12.00 NOON
SYSTEMATIC INVESTMENT MONTHLY: MINIMUM RS. 9000 + 6 POST-DATED CHEQUES FOR RS. 1,500 EACH.
PLAN QUARTERLY: MINIMUM RS. 9000 + 2 POST-DATED CHEQUES FOR RS. 4,500 EACH.
SYSTEMATIC WITHDRAWAL MINIMUM OF RS. 5000/-AND MULTIPLES THEREOF.
PLAN
SWITCH FACILITY AVAILABLE
TAX BENEFITS CAPITAL GAINS TAX, INDEXATION BENEFITS AND SEC 54EA & 54EB.
NOMINATION FACILITY AVAILABLE
MODE OF HOLDING SINGLE, JOINT OR ANYONE OR SURVIVOR
DATE OF ALLOTMENT JUNE 24, 1998
Income plan
TYPE OPEN-END DEBT FUND
INVESTMENT PATTERN DEBT SECURITIES 75% & MONEY MARKET & CASH 25%
FUND OBJECTIVE GENERATE STEADY AND CONSISTENT RETURNS FROM A BASKET OF HIGH QUALITY
DEBT INSTRUMENTS THROUGH PROACTIVE MANAGEMENT AIMED AT CONTROLLING
CREDIT, INTEREST RATE, LIQUIDITY AND VALUATION RISKS.
INVESTMENT HORIZON SUITABLE FOR INVESTORS LOOKING FOR STEADY RETURNS ARE RELATIVELY LOW
RISK ACROSS A MEDIUM TO LONG TERM HORIZON.
NET ASSET VALUE CALCULATED & DECLARED ON EVERY BUSINESS DAY
BUSINESS DAY A DAY OTHER THAN (1) SATURDAY AND SUNDAY, (2) A DAY ON WHICH BANKS
ARE CLOSED IN MUMBAI OR (3) A DAY ON WHICH SALE AND REDEMPTION OF
UNITS IS SUSPENDED BY THE TRUSTEES.
APPLICATION AMOUNT RS. 5,000/-( PLUS IN MULTIPLES OF RE. 1)
MIN. ADDITIONAL INVESTMENT RS. 500/-
PORTFOLIO DISCLOSURES MONTHLY
Gilt investment
34
type Open-ended medium-term gilt fund
Investment pattern Gilt securities (incl. Treasury bills). Average maturity normally not to
exceed 8 years.
Fund objective Generate steady and consistent returns from a basket of high quality
debt instruments through proactive management aimed at controlling
credit, interest rate, liquidity and valuation risks.
Investment horizon To generate steady and consistent returns from a basket of government
securities across various maturities through proactive fund
management aimed at controlling interest rate risk.
Net asset value Calculated & declared on every business day.
Business day A day other than (1) saturday and sunday, (2) a day on which banks or
nse or rbi are closed in mumbai (3) a day on which there is no rbi
clearing/settlement of securities or (4) a day on which sale and
redemption of units is suspended by the trustees/ amc.
Application amount Rs. 25,000/-( plus in multiples of re. 1)
Min. Additional investment Rs. 5000/-
Portfolio disclosures Monthly
Entry load Nil
Exit load Nil (0.50% if exit within 1 year)
Redemption cheques issued Within 2 business days
Minimum redemption amt. Rs. 5,000/
Cut off time 10.30 a.m.
Systematic investment plan Not available
Systematic withdrawal plan Not available
Switch facility Available
Tax benefits Tax free dividend, capital gains tax, indexation benefits and sec 54ea &
54eb
Nomination facility Available
Mode of holding Single, joint or anyone or survivor
Date of allotment August 19, 1999
Balanced fund
type Open ended balanced fund
Investment pattern Equity & equity related 95% & debt, money market and cash 5%
Fund objective To seek to generate long-term capital appreciation from a portfolio that is invested
predominantly in equity and equity related securities.
Investment horizon Suitable for investors who seek an exposure to the stock market but don’t want to take all the
risk.
Net asset value Calculated & declared on every business day
Business day A day other than (1) saturday and sunday, (2) a day on which banks or mumbai stock
exchange or rbi are closed in mumbai (3) a day on which there is no rbi clearing/settlement
of securities or (4) a day on which sale and redemption of units is suspended by the
trustees/amc.
Application amount Rs. 5,000/-( plus in multiples of re. 1)
Min. Additional Rs. 1000/-
investment
Portfolio disclosures Quarterly
Entry load 1%
Exit load Nil
Redemption cheques Within 3 business days
issued
35
Minimum redemption Rs. 1000/-
amt.
Cut off time 3.00 p.m.
Systematic investment Monthly: minimum rs. 3000 + 6 post-dated cheques for rs. 1,000 each. Quarterly: minimum
plan rs. 3000 + 2 post-dated cheques for rs. 1,500 each.
Systematic withdrawal Minimum of rs. 1000/-and multiples thereof.
plan
Switch facility Available
Tax benefits Tax free dividend, capital gains tax, indexation benefits and sec 54ea & 54eb
Nomination facility Available
Mode of holding Single, joint or anyone or survivor
Date of allotment November 3, 1999
Growth plan
type Open-ended equity fund
Investment pattern Equity & equity related 95% & debt, money market and cash 5%
Fund objective To seek to generate long-term capital appreciation from a portfolio that is invested
predominantly in equity and equity related securities.
Investment horizon Suitable for investors who seek an exposure to the stock market on a long-term basis.
Net asset value Calculated & declared on every business day
Business day A day other than (1) saturday and sunday, (2) a day on which banks and stock exchanges are
closed in mumbai or (3) a day on which sale and redemption of units is suspended by the
trustees.
Application amount Rs. 5,000/-(plus in multiples of re. 1)
Min. Additional Rs. 500/-
investment
Portfolio disclosures Quarterly
Entry load 1.5%
Exit load Nil
Redemption cheques
issued
Ol;within 3 business days
Minimum redemption Rs. 500/-
amt.
Cut off time 3.00 pm
Systematic investment Monthly: minimum rs. 3000 + 6 post-dated cheques for rs. 500 each. Quarterly: minimum rs.
plan 3000 + 2 post-dated cheques for rs. 1,500 each.
Systematic withdrawal Minimum of rs. 500/-and multiples thereof.
plan
Switch facility Available
Tax benefits Tax free dividend, capital gains tax, indexation benefits and sec 54ea & 54eb
Nomination facility Available
Mode of holding Single, joint or anyone or survivor
Date of allotment July 9, 1998
Tax plan
type Open-ended equity linked saving scheme
Investment pattern Equity & equity related 90% & debt, money market and cash 10%
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Fund objective To seek to generate long-term capital appreciation from a portfolio that is invested
predominantly in equity and equity related securities.
Investment horizon Suitable for investors seeking to benefit from sec. 88 tax concessions.
Net asset value Calculated & declared on every business day
Business day A day other than (1) saturday and sunday, (2) a day on which banks or national stock
exchange are closed in mumbai or (3) a day on which sale and redemption of units is
suspended by the trustees/amc.
Application amount Rs. 500/-(plus in multiples of re. 1)
Min. Additional Rs. 500/-
investment
Portfolio disclosures Quarterly
Entry load 1%
Exit load Nil
Redemption cheques Within 3 business days after lock-in period of 3 years.
issued
Fmcg
type Open-ended fmcg sectoral fund
Investment pattern Equity & equity related in fmcg companies 90% in & debt, money market and cash 10%
Fund objective To seek to generate long-term capital appreciation from a portfolio that is invested
predominantly in equity and equity related securities of fmcg companies.
Investment horizon Sectoral fund, suitable for investors seeking an exposure to the fmcg sector.
Net asset value Calculated & declared on every business day
Business day A day other than (1) saturday and sunday, (2) a day on which banks or national stock
exchange are closed in mumbai or (3) a day on which sale and redemption of units is
suspended by the trustees/amc.
Application amount Rs. 5,000/-(plus in multiples of re. 1)
Min. Additional Rs. 500/-
investment
Portfolio disclosures Quarterly
Entry load 1%
Exit load Nil
Redemption cheques Within 3 business days
issued
Minimum redemption Rs. 500/-
amt.
Cut off time 3.00 p.m
Systematic investment Monthly: minimum rs. 3000 + 6 post-dated cheques for rs. 500 each. Quarterly: minimum
plan rs. 3000 + 4 post-dated cheques for rs. 750 each.
Systematic withdrawal Minimum of rs. 500/-and multiples thereof.
plan
Switch facility Available
Tax benefits Tax free dividend, capital gains tax, indexation benefits and sec 54ea & 54eb
Nomination facility Available
Mode of holding Single, joint or anyone or survivor
Cards
1Credit cards
37
Pick a card
Presently, they have three main types of cards:
True blue
Bandhan: add-on card with self-set limits
Web based access to get details about your statements, payment status and
requests
24-hour customer call centre
Access to all visa approved atms
Lowest annual fee of rs 300
Dial-a-draft at a 1% fee
Accepted across 1,10,000 merchant establishments in India and Nepal
Accident insurance of up to rs 3 lakh
Purchase protection of rs 10,000
Credit shield of rs 10,000
Earn while you spend: ICICI plus reward program
Airlines and railway bookings
Accepted at select petrol pump stations
Basic features
38
Bandhan: you can freely present a maximum of two add-on cards to your wife,
sister, brother, parents or children above 18 years of age. to apply for this add-on
card, referred to as "Bandhan", just call the ICICI 24-hour customer call centre and
place your request with an executive. a form will be sent to you.
self-set limit: the only card that allows you to pre-define your own credit limits.
you can request for a limit lower than what you are eligible for. you can even
preset the monthly spending limits on the "Bandhan" card. any transactions over
the specified 'spend limit' will be, declined. this monthly spending limit can be
reset every billing cycle by just calling the icici 24-hour customer call centre and
place your request with the executive. your credit limit will be changed on-line and
come in to force from the next billing cycle.
Balance transfer facility: if you own credit cards issued by other banks and wish to
apply for an icici bank credit card, you can transfer the outstanding balance from
your other card(s) on to the icici bank credit card. This transferred outstanding will
attract an interest rate of just 1.75% for the sterling silver card and 1.50% in case
of a solid gold card.
Temporary credit limit enhancement: there will be times when you feel the need
for an increase in your credit limit to enable you to make increased purchases on
your card. To avail of the temporary credit limit enhancement, all you need to do is
to call our customer call centre and make your request. The executive will be able
to increase the limit on-line.
Please note that this facility is available only after 9 months of membership and
based on credit history.
Rewards program
ICICI plus - rewards program is a special bonus plan that allows you to earn points
every time you use your card. These reward points are awarded for all types of
transactions, except fees (joining, annual, renewal), balance transfers and service
charge transactions.
39
Earning points: every rs 100 spent on the card, earns you one reward point. In
effect, a spend of rs 2,500 will amount to 25 reward points, which is equivalent to a
value of rs 25 given back to you. When you use your card for high-value purchases
(booking an airline ticket, buying a consumer durable), you earn more reward
points instantly.
First time usage bonus: the first time you use your ICICI bank credit card, 25
bonus points are credited complimentarily to your rewards account.
Accelerator points: when you spend in any billing cycle exceed rs 5,000, you earn
an additional 10% points over and above the normal reward points.
Redemption: to begin redeeming your reward points, you need to have a minimum
of 150 points. The redemption of reward points can be done annually against a
reward catalogue or against your renewal fees.
Insurance freebies
Insurance: icici bank offers you the most comprehensive insurance related benefits.
In addition to accident insurance, we offer you medical insurance, credit shield,
purchase protection, baggage insurance and household insurance.
40
feature / benefit Blue Silver Gold
Personal accident insurance
Travel benefits
Now you can leave your travel and hotel bookings to us. All you need to do is call
the local travel office of cox & kings in your city to take care of all your travel
needs – be it business or leisure travel. All your railway and airline reservations,
hotel bookings, car rentals and even travel-related documentation will be taken
care of.
That's not all. We offer you a substantial discount of 2.5%* on basic domestic
airfares and 4.5%* on basic international airfares. All you need to do is to book
your tickets through cox & kings and charge it to your icici bank credit card.
Alerts
Free yourself of all the trouble of keeping track of various things to remember
pertaining to credit card/s.
You can set alerts for:
41
Due date reminders
When your credit card limit is approaching
42
Basic features
Combining the acceptability of a credit card and the prudence of an atm
card, the ICICI ncash debit card is a most convenient accessory for you. No more
fear of overspending. No more searching for the nearest atm. Only more comfort
and convenience! With the ICICI ncash card you can shop using visa electron's on-
line debit program, and debit your ICICI bank account directly when transacting at
any visa accredited member establishment or atm across the world!
The ncash card comes packed with the following features:
Direct on-line debit to your savings account. Accepted at over 30,000 merchant
establishments & 1,000 visa Atms all over India. International card, offering
deposit access at over 11 million merchant establishments visa ATMs all over the
world. 24 hour customer call centre - 1901333444 (all regions except Baroda,
Ahmedabad) for Baroda - 98250-07222 for Ahmedabad - 6566399. Attractive
reward points for purchases. Itemized billing on your bank statement. Zero lost
card liability. Annual charges : rs 99/-
Rewardsprogram:
the bank will reward your ability to spend wisely. Our special ncash reward
program will credit 1 loyalty point to your account for every rs. 100 that you spend
at merchant establishments. You will need to accumulate at least 100 loyalty points
within a period of 6 months before the loyalty points are redeemed in your account.
Each loyalty point will carry a redemption value of re. 1.
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With the ICICI ncash card you can shop using visa electron's on-line debit
program, and debit your ICICI bank account directly when transacting at any visa
accredited member establishment or atm across the world!
ATM
Atm features ICICI bank atm is the easiest and the fastest way to directly access
your account. Round the clock. Round the year. Only atm cards are issued in the
following branches.
Benefits
Same day clearance - your cash deposits made during business hours will
be credited to your account on the same day.
Transfer funds between your accounts in the same branch and view the
balance in your account (when the atm is on-line).
Cheque book request - you can even request for a cheque book for any of
your accounts linked to your card through the atm
Mini-statement - you can get a mini-statement listing the last ten
transactions in any of your accounts linked to your atm card (currently this
is only possible with on-line ATMs)
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Eligibility
To posses an icici bank atm card, you must be: Over 18 years of age and a
savings account holder with authority to operate the account in an
individual capacity or a current account holder (only for a current account
in individual name, proprietorship or partnership)
Collector services
Basic features
Collector is a smart new drop-box placed at all icici bank branches, extension
counters & atm centers spread all over Mumbai. It is a quick, convenient and
highly effective mechanism to
Collect bill payment for service providers. Instrument sorting, clearing and
preparation of daily mis add further value to the entire proposition.
Instalment payment
Customer survey feedback
Application form collection
Card drop prospects generation
Data base generation
Locations
Our collectors are located in office localities, commercial areas, airports,
petrol pumps and popular routes taken by office going population. And most
importantly in residential areas too. For more information and inquiries on
collector, contact Anirban Dutta on 6537257 or Suhail kazi on 6538265 or write to
collector@icicibank.com
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NRI SEVICES
Our overseas representative offices include:
UK
ICICI bank limited
UK representative office
78, cannon street,
London ec4n 6nq UK
Tel: 44 (0)207 6186535
Fax: 44 (0)207 6188001
USA
ICICI bank limited
New York representative office
Suite 2330, 500, 5th avenue,
New York NY 10110
Tel: 1 408 5721365
Fax: 1 646 8278435
46
Money to India
At ICICI bank we realize that you need an easy, convenient and speedy
channel to transfer money back home, in INDIA, either to your own account or to
your loved ones. Please select the country of your residence to find out the option
of remitting money that’s suits your needs the best. Our money2india service,
offers distinct benefits for you and your beneficiary. You have various channels to
remit money internet - easy to use online remittance. Post - reliable and fast bank
- across the counter and hassle free Your beneficiary too gets multiple choices to
receive money.
The most convenient means of receiving the money is a direct credit into an ICICI
bank account. If your beneficiary holds an account with any bank # , the funds can
get directly credited to that account. We even provide you the facility of sending a
draft directly to your beneficiary's home. You can also directly open a fixed
deposit with us by remitting money through money2india
Loans
home loans: it can be used for construction of a new house or for purchasing a
house ,flat or apartment. It can also be used for extending your existing
house .finance is provided up to a maximum of 85% of the property cost or
construction cost Land loans:
it can be used to acquire a plot of land for residential use. Finance is providing to a
maximum of -#85% if land is purchased from a development authority.
#75% if land is purchased from a society or an individual.
What's so unique about icici home loans/land loans?
attractive interest rates door-step service from enquiry stage till final
disbursement no charges for part-prepayment loan tenures stretching up to
10 years legal due diligence to ensure clear title to property with no
additional cost to customer
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ICICI bank home search
ICICI bank home search is a one-stop shop to fulfill all your real estate needs at no
extra cost.it is the most convenient way of finding your dream home ,with access
to the entire real estate market under one roof.
Forbuying:
we will help you identify a property fulfilling you specific requirements from our
vast database of properties we will arrange for site visits to the properties short-
listed by you have will help you to negotiate the best possible price we will help
you with the legal documentation e.g. Registration, stamp duty payment , etc., If
applicable we will help you with the home loan too all these services will be
available at 0% brokerage in case of new construction properties for selling we
help you in selling your property to a vast database of genuine buyers we help
ensure your transaction is totally transparent.
48
Invest here
We offer products that help you make the best of the investment opportunities back
home, in india. You will also gain from regular updates on the investment scene in
India from us.
Mutual funds
ICICI bank's mutual fund bazaar offers a choice of leading mutual funds in India.
Portfolio investment
a scheme offered by the reserve bank of India permitting nris and ocbs (overseas
corporate bodies) to purchase and sell shares and/or convertible debentures of
Indian companies.
Goi relief bonds long term, low risk-high return investment instruments offered by
the government of India
Demat services
A network of more than 130 outlets for the full range of demat and tele-depository
services
We offer highly competitive rates to enable you to convert your holdings into the
electronic form. For conversion of holdings in the ICICI group, no fee is levied.
Basic concepts
Dematerialization (demat)
it is the process of converting the securities held in physical form (certificates) to
an equivalent number of securities in electronic form and crediting the same to the
investor's demat account. Dematted securities do not have any certificate numbers
or distinctive numbers and are dealt only in quantity i.e. The securities are
replaceable.
Depository
a depository is like a bank where securities are held in electronic (dematerialized)
form. In our country there are two depositories - national securities depositories
limited (nsdl) and central depository services limited (cdsl).
49
Depository participant
under the depositories act, investors can avail of the services of the depositories
through depository participants (dps) such as ICICI ltd.
CHAPTER 3:
RESEARCH
METHODOLOGY
50
RESEARCH METHODOLOGY
OBJECTIVES
RESEARCH METHODOLOGY
DATA SOURCES
The research involved gathering Secondary data as well as Primary data. For the
purpose two types of survey was conducted by me to collect the data -
Customer survey and
Consumer survey
PRIMARY - DATA
Customer survey was conducted to gather initial data from the market. Here the
main emphasis was given on the Retailers because they are the ones who are
directly in contact with the consumer and deal more than any other person in
Cigarette Industry distribution channel network .
Consumer survey was done to know their purchasing behavior because they are the
one who constitute the market and are the target of the business . In Cigarette
Industry until and unless we have the knowledge of the consumer behavior and
51
factor which influence them to buy a particular brand ,companies cannot focus
upon the target market. Hence a consumer survey was done to know their wants,
purchasing power, and buying habits in order to segment the market , and based on
this consumer profile was identified.
SECONDARY DATA
Secondary data regarding sales figures, promotional expenses and other related
expenses was collected from the company’s own record to analyze the impact on
sales due to the running schemes and make cost benefit analysis.
RESEARCH APPROACH
Primary data can be collected in four ways –
Observational research
In this data is collected by observing the relevant people and settings.
Focus-group research
A focus-group is a gathering of six to ten people who Are invited to spend some
time with a skilled moderator.
Survey research
While above two are best suited for explorative research, Survey research is best
suited for my purpose i.e. For Descriptive Research.
Experimental research
The most scientifically valid research best suited for causal research .
After analyzing all, the best suited for my purpose is the survey research ; survey
of Wholesalers , retailers ,and consumers, this mode helped me to know consumer
knowledge about the schemes , their preferences and satisfaction.
52
FOR CUSTOMER SURVEY
Sample Unit : Retailers and Wholesalers.
Sample Size :It was not possible to cover the entire population of approximately
21000 Retailers in the Delhi and their remote locations where they are Located
250 retailers were studied by me for this research (nearly 2% of the population ).
Sample Procedure : To obtain a representative sample , a probability sample of the
population was drawn i.e. Cluster ( area ) sample , where Delhi City was divided
into 14 Area sample under five blocks of similar Category-
Connaught Place
South Extension.
Green Park
Defence Colony, Karol Bagh, Lajpat Nagar
FOR CONSUMER SURVEY
Sample Unit : Cigarette smokers
Sample Size : The population of city alone is more than a crore plus 35lacs of
moving Population and if we take around 15% as cigarette
consumer, then also it is huge figure .For observing the behavior of the
consumer ,100 consumer representing different cross- section of the society were
taken up for survey.
Sample Procedure : Nonprobability Convenience Sample was adopted i.e. the
most accessible members of the population.
53
PRODUCT PROFILE
Various Products of ICICI Bank Ltd. (Only in Loans)
HOME LOANS
PERSONAL LOANS
CAR LOANS
TWO WHEELER LOANS
COMMERCIAL VEHICLE LOANS
LOANS AGAINST SECURITIES
FARM EQUIPMENT LOANS
CONSTRUCTION EQUIPMENT LOANS
OFFICE EQUIPMENT LOANS
MEDICAL EQUIPMENT LOANS
54
ORGANIZATIONAL CHART
Senior G.M. (Head)
Mr. V. Baidyanathan
Business Head
Mr. Ravi Narayanan
Relationship Manager
Mr. Gaurav Marwah
55
CHAPTER 4:
ANALYSIS &
INTERPRETATION
56
ANALYSIS & INTERPRETATION
FINDING ANALYSIS
Q1.Age
Interpretation
The above diagram shows the percentage of age of the respondents where, 93.4 %
of respondent responds are in the age group of 18-25, 4.7 % of respondent were of
26 - 40 age group and 1.9% of respondent were of age 41-60.
57
Q2. Gender?
Interpretation
The above diagram shows the gender of the respondent where, 77.4% of
respondents were of male category, 20.8% of respondent were of female category
and 1.9% of respondent responds to prefer not to say.
58
Q3. Occupation?
Interpretation
The above diagram shows the occupation of the respondents where, 77.4% of
respondent responds to student, 14.2% of respondent were of employed profession,
6.6% of respondent were of self-employed profession, 0.9% of respondent were
retired and 0.9% of respondent were businessmen.
59
Q4. Do you know about products and services of ICICI bank ?
Interpretation
The above Diagram shows knowledge about products and services of ICICI
bank among respondents. 88.7% of respondent have knowledge about products and
services of ICICI bank and remaining 11.3% of respondents do not have
knowledge about products and services of ICICI bank.
60
Q5. How did you come to know about the services and products?
Interpretation
The above Diagram shows about how respondents came to know about the
services and products of ICICI bank. 27.1% of respondents selected for
advertisement, 22.4% of respondents selected word of mouth, 28% selected
referred by friend and 22.4% of respondents selected for referred by relatives.
61
Q6. What made you select this particular bank for the services and
products?
Interpretation
The above Diagram shows what made you select this particular bank for
the services and products. 22.4% of respondents selected for convenient location,
26.2% of respondents selected for procedures, 38.3% of respondents selected for
working hours and 21.5% of respondents selected for facilities.
62
Q7. Have you ever opted for services and products from any other
bank?
Interpretation
The above Diagram shows have you ever opted for services and products
from any other bank. 88.7% of respondents selected YES and remaining 11.3%
selected NO.
63
Q8. IF YES, which bank have you taken from?
Interpretation
The above Diagram shows If yes, which bank have you taken from. 21.5% of
respondents selected SBI Bank, 16.1% of respondents selected for HDFC Bank,
25.8% of respondents selected for TJSB Bank and 36.6% of respondents selected
for AXIS Bank.
64
Q9. How often you visit your bank?
Interpretation
The above Diagram shows how often Respondents visit their bank. 52.8%
of Respondents selected Daily, 24.5% of selected once a week, 16% of
Respondents selected once a month and remaining 6.7% of Respondents selected
once a year.
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Q10. How do you like the services and products by your bank?
Interpretation
The above Diagram shows how do you like the services and products by your bank
. 34.6% of Respondents selected excellent, 34.6% of selected very good, 30.8% of
Respondents selected good.
66
CHAPTER 5:
CONCLUSION
67
FINDINGS
It was found that all the branches have not been able to contribute their due
share to the overall growth of the bank.
About 14% of the branches have shown decline in deposits levels whereas
about 16% of branches could not show even 5% growth in deposits.
F It was also found that the market share of the Bank in deposits was l,6l°/ in
March 1999, which has been coming down and reached 1.22% in 2004. During
2004-2005 the growth in banks aggregate deposits was 1 1 .09% as against the
banking industry growth of 1 7.29% which has resulted in to further slippage in
Bank market share to 1 .6% in March, 2005.
SUGGESTIONS
There is a need for improving the corporate dealing as it is a necessary for the
survival of any organization in the corporate world.
The bank requires aggressive advertising through the print and the electronic
media, as very less proportion of population is aware of Dena Bank.
Computerizations of all the branches should be done as early as possible.
To improve its accessibility, the bank should increase its ATM network.
The bank should initiate services like online trading and E-commerce.
The reasonable balanced growth of all the branches is necessary for overall
development of the Bank.
There is a need for improving the growth in Retail Banking because the pace of
growth in retail banking is very slow in spite of good product lines.
The NPA (Non-Performing Assets) management should be the most crucial
concern area for the Bank, therefore the Bank should plan and implement
certain corrective measures to decrease its NPAs.
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CONCLUSION
After completing my thesis, I can say that ICICI is one of the top banks performing
in India. It was started in 1955 and since then it has kept its dignity in spite of
increasing competition. It has collaborated with certain foreign companies in order
to increase its asset value and goodwill. It has been dealing in many products like
accounts, Demats, loans, cards etc.
The marketing strategies adopted by the bank are innovative and impressive. Since
majority of population stays in villages the bank has to explore the rural markets
also. In addition to this the bank should have a branch in every city of the country.
By keeping a regular check, the operating cost can be minimized.
The main aim of the bank should be bringing money from other countries to
INDIA From the findings it is clear that there is an intense competition in banking
industry and as a result prices are declining at a regular pattern. The reason for this
increasing competition is the increase in demand and aggressive promotional
campaigns done by the banks.
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BIBLIOGRAPHY
The information has been derived from various reliable sources:
1. Websites searched:
www. icicibank. corn
www.onlinebanking.com
2. Books and authors:
Banking theory law and practices by “Sundaram” and “Varshney”
Indian banking by “S Natarajan” and “R Parameswaran”.
Research methodology by “C R Kothari”.
Marketing research by “S L Gupta”
3. Newspapers and magazines:
Economic times
Times of India
4. Brochures of ICICI Bank.
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QUESTIONNAIRE
Age
o 18-25
o 26-40
o 41-60
Gender
o Male
o Female
o Prefer not to say
Occupation
o Student
o Employed
o Self Employed
o Retired
o Other:
Have you ever opted for services & products from any other bank?
o Yes
o No
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o TJSB Bank
o Axis Bank
How did you come to know about the services & products?
o Advertisement
o Word of mouth
o Option Referred by friend
o Referred by relatives
What made you select this particular bank for the services & products?
o Convenient location
o Procedures
o Facilities
o Working hours
o Advertisement
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o Once a year
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