Its a Research Project conducted in Prahladnagar area to know how much people are aware of this new branch.

Project covers two major aspects:

Demand and Awareness about Kotak Mahindra Bank Saving a/c schemes and services. To know Satisfaction level of respondents from their respective banks in prahladnagar area. Target audience was RETIALLERS and RESIDENTIAL SOCIETIES for the project. It aims to know at what Promotional practices they have adopted and in that how much they are successful in creating a differential image in people mind.

Primary Data
Questionnaire
Qualitative Approach was used. Questionnaire has been used and sample size was of 150. Simple Random Sampling Method.

Analysis has been done with the help of Graphical Method.

Secondary Data
Secondary data from the company website and intranet. Brochures were also used

Scope
Awareness and preference amongst the people for Kotak Mahindra

Bank could be known. Studying the demand potentials of people. Helped the bank, to find out what all could be the primary factors for customers to change their banking services. Area mapping could help the branch to decide their target market on the basis of their demographic details.

Limitations
Time Factor Lack of information- People dont want to disclose their personal

information regarding their account. Bank has a policy of area mapping of each branch.

BANKING INTRODUCTION

What Banking Is???????? Banking today is not what it was some years back. The basic purpose for which banks came into existence was deposit mobilization and credit dispensation, which is called 3-6-3 banking but now it is not the same now.
BANKING INDUSTRY ANALYSIS
The Banking Industry was once a simple business that took deposits from investors at a lower interest rate and loaned it out to borrowers at a higher rate. However deregulation and technology led to a revolution in the Banking Industry that saw it transformed. Through technology development, banking services are available 24 hours a day, 365 days a week.

The Banking Industry at its core provides access to credit. In the lenders case, it includes access to their savings and investments, and interest payments. In the case of borrowers, it includes access to loans for the creditworthy, at a competitive interest rates. Banking services includes transactional services, like verifying account details, account balance details and the transfer of funds, as well as advisory services. RELATION OF BANKS AND RBI Central bank, Reserve bank, is an institution that usually issues the currency, regulates the money supply, and controls the interest rates in a country. Functions of central bank include: Implementing monetary policy Determining Interest rates Controlling the nation's entire money supply The Government's banker and the bankers' bank ("lender of last resort")

Current Scenario
Growing demand Increase in working population and disposable incomes are likely to propel demand for banking services Rural banking is expected to witness strong growth in the future Innovation in services Mobile and internet banking to improve operational efficiency Vast un-banked population highlights scope for innovation in delivery Policy support Wide policy support in the form of private sector participation and liquidity infusion Budget FY11 has infused around INR60 billion of tier I equity capital in public sector banks

Introduction
Established in 1985, the Kotak Mahindra group has been one of India's most

reputed financial conglomerates.

In February 2003, Kotak Mahindra Finance Ltd, the group's flagship

company was given the license to carry on banking business by the Reserve Bank of India (RBI). This approval created banking history since Kotak Mahindra Finance Ltd. is the first non-banking finance company in India to convert itself in to a bank as Kotak Mahindra Bank Ltd.
Uday Kotak is Executive Vice Chairman & Managing Director of Kotak

Mahindra Bank Ltd. Dr. Shankar Acharya is the chairman of board of Directors in the company. The Bank has its registered office at Nariman Bhavan, Nariman Point, Mumbai.

Senior Management
Core Kotak Mahindra Group team

Mr. Uday S. Kotak

Executive Vice Chairman and Managing Director

Mr. C Jayaram
Executive Director

Mr. Dipak Gupta

Executive Director

 Current and Saving a/c

Loans
Mutual funds Gold Eternity Term Deposit N.R.I services

Life Insurance

Bank offers 3 types of current a/c 1. Neo current a/c 2. Edge current a/c 3. Pro current a/c Saving A/c 1. Pro saving a/c 2. Ace saving a/c 3. Edge saving a/c

Bank provide 2 types of loan

1. 2.

Home Car loan

Mutual Funds Gold Eternity Term Deposit

1. 2.

3.
4. 5.

Term deposit Regular Senior citizen Ace Tax saving

 Tie ups with Gyms, Spas, and Salon. Tie up with PVR Cinema by installing their respective ATM within the

premises. Tie up with IPL by sponsoring FOURS. Promotional campaigns were held by the bank by organizing events. The promotion for the new branch was also done by distribution of Money Plants. Bike rallies in the given area were also held before the branch started. The bank has also invested in Print and electronic media The bank has also put up hoardings and arches regarding their various ongoing and upcoming schemes.

 Being the fastest growing bank by market cap Kotak Mahindra is ahead

of Axis. The bank is very much bullish in Indian market and is too ambitious about its expansion plans. By the yr 2013-14 the bank is targeting 500 branches Pan India. Talking about ahmedabad it is currently having 15 branches and also 5 more which are to start with their banking services. In order to have a wider reach, the bank is also focusing on smaller customers, and has significantly increased its portfolio in car finance, commercial vehicles, tractors and other such areas that serve small customers( Small ticket personal loan). Looking at the market competition Kotak is coming up with lot of new products which would best suit the customer needs e.g. Silk (especially for women), value proposition for professionals like C.A, architects, doctors. In order to strengthen its overseas operation the bank is also planning to open their centres Globally

SERVICES

IDBI

HDFC

ICICI

KOTAK MAHINDRA

Average Quarterly Balance 50K (AQB)

25K

25K

20K

Interest At Par Cheque Book Charges

4% Rs 2, 20 leaves per quarter

4% Rs 2

4% Rs 2

6% Rs 1.5, Free upto 225 leaf per quarter

Debit Card (Withdrawal limit per day)

25k

75k

25k

1.75

O/S cheque collection charges

Rs 102

Rs 25

Rs 25

Free

Local Cheque Collection Charges

53

Free

Free

Free

Cash Transaction

Free upto N transaction

Free upto 5 transaction

Free

Free

Market Share Of Banks in Prahladnagar area Nationalized

Co-operative 29%
54%

Private

17%

Market Share of Kotak Mahindra

Kotak Axis ICICI HDFC

46%

26% 18%

10%

Awarness About Kotak Mahindra

Aware Unaware

37% 63%

Conclusion
The awareness amongst the people is less. People also are of the opinion that the bank has very less presence as

compared to other banks i.e. less number of branches and atms. The survey also helped us in concluding that savings interest rates are not convincing factors which can make the customer shift their banking. Huge chunk of the crowd is in favour of centralized bank as compared to private. The research also says that majority of the crowd finds it difficult to cope with the conditions of bank of maintaining a specific average balance as per various accounts. People are more satisfied with nationalized banks as compared to Private banks.

 Advertisements by bank should be catchier. Awareness through social networking websites. In order to spread the awareness of the new branch, the branch was

recommended distribution of money plants in various residential societies and hence the same was implemented. As prahladnagar area is more of high end residential and corporate houses, the sales team can go on cold calls and hence spread awareness about the newly opened branch. Premium facility should be given to the customers. As recommended the bank also did tie ups with salons like LAKME, LEMON EYE and NATURALS wherein the walk in customers were given plenty of lucrative offers.
The bank should increase the use of electronic and print media due which it can increase the brand recall value in the minds of customer.

 This report has helped the bank in providing database which could

further help the branch in increasing its customer database. Area mapping of the respective area where in the corporate houses, commercial complex, hospitals, schools , restaurants and residential societies were bifurcated due to which the branch can define its target market as per the demographic details. Being a part of various promotional events and campaigns carried out by the branch has helped in spreading awareness. Since the bank has come up with a new product specially for women , I have been studying the consumer behavior for the same which would help the bank to know how the target market reacts to the same.

1. This SIP has helped to gain practical knowledge about how a bank

2.

3.
4.

5.

functions and what are the various departments at the branch level and what is their individual responsibility and how they work in sync. Got a practical exposure on various aspects which a branch faces right from launch till the commencement of business. Learned about various products which bank offers catering to different segments. Got a chance to understand how much people are aware of different banking services and their satisfaction level from their respective banks. And in the last but not least leraned how whole banking system works.