MARKETING ANALYSIS OF ICICI BANK

In Partial Fulfilment for the award of BACHELOR IN COMMERCE

Submitted By :
AMIT KUMAR SUBUDHI
+3 Final Year Commerce
Exam Roll No : 011803CM024
College Roll No: BC-18-252

Under the Guidance and Supervision of

Smt. Annapurna Sahoo
Department of Commerce
Khallikote Auto. College, Berhampur

DEPARTMENT OF COMMERCE
KHALLIKOTE AUTO. COLLEGE, BERHAMPUR, 760001
SESSION (2018-2021)
 CERTIFICATE

This is to certify that the work embodied in this project

entitled “MARKETING ANALYSIS OF ICICI BANK”
represents the independent project work carried out by my
student Amit Kumar Subudhi under my supervision and
guidance for the award of B.Com Degree and the same has
not been submitted earlier to any other institution for a degree/
diploma.

Place : Berhampur ( Smt. Annapurna Sahoo)

Date :
 DECLARATION

I do hereby declare that the project entitled

“MARKETING ANALYSIS OF ICICI BANK” is the
outcome of my independent project work carried
out for the award of Bachelor in Commerce under
the guidance and supervision of Smt. Annapurna
Sahoo, P.G. Dept. of Commerce, Khallikote Auto.
College, Berhampur and the same has not been
submitted any where earlier for any other
degree/diploma.

Date: (Amit Ku. Subudhi)

Place: Berhampur +3 Final Year Commerce
Khallikote Auto. College Exam Roll No : 011803CM024
 ACKNOWLEDGEMENT

I Sameer Subudhi here by declare that I have carried out a

project on the topic entitled “Marketing Analysis of ICICI
Bank” for the fulfilment of the requirement of my course
B.Com from KHALLIKOTE AUTONOMOUS COLLEGE,
BERHAMPUR. I take this opportunity to thank each and
everyone who helped me to accomplished this project report.

I sincerely thank to Smt. Annapurna Sahoo for his

guidance & encouragement in carrying out this project work. I
also thank all the lectures and staff members of our project
work commerce khallikote autonomous college for their
support to me in doing my project work. I further declare that
this project is based on my original work and the data
provided in the study is authentic.

AMIT KU.SUBUDHI
 TABLE OF CONTENTS

Chapter – 1: Introduction
Chapter – 2: Literature Review
Chapter – 3: Conceptual Framework
Chapter – 4: Methodology
Chapter – 5: Data Analysis & Interpretation
Chapter – 6: Finding, Suggestions & conclusion
Bibliography
Questionnaire
 CHAPTER - 1

INTRODUCTION
The banking section will navigate through all the aspects of the banking system in India. It
will discuss upon the matters with the birth of the banking concept in the country to new
players adding their names in the industry in coming few years.

The banker of all banks, Reserve Bank of India (RBI), the Indian Banks Association (IBA)
and top 20 banks like IDBI, HSBC, ICICI, ABN, AMRO, etc. has been well defined under
three separate heads with one page dedicated with each bank.

However, in the introduction part of the entire banking cosmos, the past has been well
explained under three different heads namely:

 History of Banking in India

 Nationalization of Banks in India
 Scheduled Commercial Banks in India

The first deals with the history part since the dawn of banking system in India. Government
took major step in the 1969 to put the banking sector into systems and it nationalized 14
private banks in the mentioned year. This has been elaborated in Nationalization banks in
India. The last but not the least explains about the scheduled and unscheduled banks in India.
Section 42 (6) (a) of RBI Act 1934 lays down the condition of scheduled commercial banks.
The descriptions along with a list of scheduled commercial banks are given on this page.

INDIAN BANKING INDUSTRY

The Indian banking market is growing at an astonishing rate, with Assets expected to reach
US$1 trillion by 2010. An expanding economy, middle class, and technological innovations
are all contributing to this growth.

The country’s middle class accounts for over 320 million People. In correlation with the
growth of the economy, rising income levels, increased standard of living, and affordability
of banking products are promising factors for continued expansion.
The Indian banking market is growing at an astonishing rate, Assets expected to reach US&1
trillion by 2010. An expanding economy, middle class, and technological innovations are all
contributing to this growth.

Growth in Indian banking assets

(US$ billion)
1200

1000
1000
800 850

600
616
535
400 488
342 374
200 256 285

0
2000 2001 2002 2003 2004 2005 2006 2008E 2010E

The Indian banking industry is in the middle of an IT revolution, Focusing on the expansion
of retail and rural banking. Players are becoming increasingly customer centric in their
approach, which has resulted in innovative methods of offering new banking products and
services. Banks are now realizing the importance of being a big player and are beginning to
focus their attention on mergers and acquisitions to take advantage of economies of scale and
or comply with Base I II regulation. “Indian banking industry assets are expected to reach
US$1 trillion by 2010 and are poised to receive a greater infusion of foreign capital”, says
Prathima Rajan, analyst in Celent’s banking group and author of the report. “The banking
industry should focus on having a small number of large players that can compete globally
rather than having a large number of fragmented players.

BUSINESS OBJECTIVES

VISION
To be the leading provider of financial services in India and a major global bank.
MISSION
 We will leverage our people, technology, speed, and financial capital to: be the banker
of first choice for our customers by delivering high quality, world-class service.
 Expand the frontiers of our business globally.
 Play a proactive role in the full realization of India’s potential.
 Maintain a healthy financial profile and diversify our earnings across businesses and
geographies.
 Contribute positively to the various countries and markets in which we operate.
 Create value for our stakeholders.

Product and Services

Service and banking of ICICI bank categorized in to personal banking, business banking and
NRI banking services.

Personal banking-
Deposit in form of saving, recurring, term deposit, senior citizen deposit and children
depository account are there for individual customer can also avail of their housing,
automobile, farm equipment, business or personal loan scheme, personal client can also
invent in mutual funds and participate in stock trading through ICICI bank.

Business banking-
Banking services of ICICI Bank are exhaustive. Project financing, deal assessment, and land
evaluation are investment banking services offered to corporate clients. Global trade and cash
management transaction services facilitate remittances and receipts across important cities.
Capital market and custodial services enable business houses to participate in equity trading
and transfer across major stock markets of world.

Customer

ICICI bank targets all segment of customer with various types of product and services. I
interacted with a lot of customers and collect their feedback on the given services of
company, and feedback are positive response from all point of view. Customers are
beneficiary from both sides monetary as well as non monetary. The bank targets to add nearly
500,000 customers under the new scheme in the next one year and plans to offer auto loans
through the new online channel in the future, ICICI Bank’s Executive Director, V
Vaidyanathan, said here.

“As of now, nearly 24 percent of our customer transactions are happening through internet.
We are primarily targeting our urban customers, who constitute 70 percent of our total
customer-base,” Vaidyanathan said.

Customers, opting for the service can also benefit from the quantum optima facility, wherein
if the balance exceeds Rs.5000, the money will automatically be transferred to a fixed deposit
scheme, he said. The facility, which also enable customers to transact between an ICICI Bank
account and accounts in other banks, is being offered free of cost, he said ICICI bank,
presently has above 2 crore customers. The lender opened nearly 470 branches in the last
fiscal. The lender has also plans to launch SMS

Cash scheme later this week under which ICICI account holders can transfer funds to those
who do not have a bank account. ICICI bank is strongly committed to protecting the privacy
of its customers and has taken all necessary and reasonable measures to protect the
confidentiality of the customer information and its transmission through the world wide web
and it shall not be held liable for disclosures of the confidential information when in
accordance with this privacy commitment or in terms of the agreements, if any , with the
customers.

ICIC bank Endeavour’s to safeguard and ensure the security of the information provided by
the customer. ICICI bank uses 128-bit encryption, for the transmission of the information,
which is currently the permitted level of encryption in India. When the information provided
by the customers is not transmitted through the encryption, the customer’s system (if
configured accordingly) will display an appropriate message ensuring the best level of
secrecy for the customers’s information.

The customer would be required to cooperate with ICICI bank in order to ensure the security
of the information, and it is recommended that the customers necessarily choose their
passwords carefully such that no unauthorized access is made by a third party. To make the
password complex and difficult for others to guess, the customers should use combination of
alphabets, numbers and special characters (like! @, #, $ etc.). The customers should
undertake not to disclose their password to anyone or keep any written or other record of the
password such that a third party could access it.

 ICICI bank undertakes not to disclose the information provided by the customers to
any person, unless such action is necessary to:
 Conform to legal requirements or comply with legal process;
 Protect and defeat ICICI bank’s or its affiliates rights, interests or property;
 Enforce the terms and conditions of the products or services; or
 Act to protect the interests of ICICI bank, its affiliates or its members, constituents or
of other persons.

Competitor
The main competitor of is ICICI bank is SBI because this bank is totally taken by the
government after this bank HDFC bank is the main competitor of ICICI bank. There are
different types of segment operation segment, investment and services, demat and NRI
services. The competitor from the operation segment are State Bank of India(SBI), Axis,
Housing Development and financial corporation (HDFC) etc. from the investment and
service sector HDFC standard life insurance corporation, Bharati Axa life insurance, Reliance
Life Insurance Corporation, max new work life insurance SBI Life Insurance, Life Insurance
Corporation of India. In demat section India bull, Anangram, SBI, HDFC, India Infeolin are
the main competitor of ICICI bank. In the NRI services section the Western Union Bank is
the main competitor of ICICI bank. There are some other company who also compete with
the ICICI bank After the SBI the HDFC bank is the main competitor of ICICI bank.

HDFC Bank Ltd. Is a commercial bank of India, incorporated in August 1994, after the
Reserve Bank of India allowed establishing private sector banks. The bank was promoted by
the Housing Development Finance Corporation, a premier housing finance company (set up
in 1977) of India. HDFC Bank has 1500 branches and over 2,890 ATMs, in 530 cities in
India, and all branches of the bank are linked on an online real-time basis. As of September
30,2008 the bank had total assets of INR 1006.82 billion. There are some other banks which
gives challenging some how in the banking and service sector they are:
  Allahabad Bank
 Andhra Bank
 Bank of Baroda
 Bank of India
 Bank of Maharashtra
 Canara Bank
 Central Bank of India
 Corporation Bank
 Dena Bank
 IDBI Bank
 Indian Bank
 Indian Overseas Bank
 Oriental Bank of Commerce
 Punjab & Sind Bank
 Punjab National Bank
 Syndicate Bank
 UCO Bank
 Union Bank of India
 United Bank of India
 Vijaya Bank

Environment
An employer the bank extends a lot of authority along with justified accountability to you.
The working culture is very collaborative in nature. It can be owed to the fact that the bank is
highly segmented with a lot of overlapping and mostly distinct roles and responsibility. ICICI
Bank has established itself as a one stop solution (Universal Bank) for all financial need of
individuals and institutions alike. The credit for the same can be attributed to its vast network,
probably the largest among private sector banks. This makes the life of an employee a lot
easier, especially for those who face the external customers. You do not have to justify your
organization, it is only the product that has to be pitched. As far as employee benefits are
concerned, ICICI Bank offers a lot of financial benefits ranging from your family health
insurance to your kids school donations. The organization is sensitive to the needs of its
employees as this quality is one of the building blocks (DNA) of the organizational culture.
The organization will be giving you enough flexibility to innovate and come-up with new
ideas. It will also exhibit its in terms of well laid systems, processes and infrastructure. It will
extend a fast track growth for those with extraordinary talent at the same time offer stability
to those who are able to deliver satisfactorily. Overall, I would say it’s a lifetime experience
to work with such a behemoth organization. It might not be the best paymaster but it
definitely will impress you with its capability as the headmaster (principal) of banking
industry there are huge competition between the employee to achieve the goal.

TECHNOLOGY
ICICI use many type of advance technological software like Pinnacle 7.0 and Pinnacle 7.016.
Among from this software ICICI bank uses the e-banking, core banking, mobile banking
electronic display ICICI bank was using Teradata for its data warehouse. However, due to its
proprietary hardware, the cost of procurement, upgrades and administration was soaring. The
closed box architecture of Teradata imposed restrictions on scalability. Secondly, quering and
loading could not happen simultaneously. Queries could only be run during business hours
because the loading of data had to take place during off-business hours. This meant that the
refresh rate of EDW was delayed, so queries may not reflect the most current data. ICICI
bank was also dependent on Teradata for support and other activities: The bank was
completely tied down to that solution.

These issues compelled ICICI Bank to look for more efficient and flexible solutions. The
solution would have to address not only current issues, but accommodate future growth
expectations and business requirements. ICICI Bank evaluated numerous data warehousing
solutions in the pursuit of solving its issues, and developed a shortlist of alternatives for its
migration proof of concept: Sybase, SAS and Netezza. The primary criteria for evaluation
was the price to performance ratio where Sybase IQ emerged the clear winner. During this
rigorous testing, Sybase IQ delivered faster results on independent hardware and operating
system with minimum infrastructure. Commending the improvements achieved, Amit Sethi,
Joint General Manager, ICICI bank says, “What impressed us was that even with overall
lower costs, we could achieve significantly better query performance after implanting the
Sybase enterprise warehouse solution. “ICICI Infotech today launched an enterprise resource
planning (ERP) solution for the small and medium enterprises.
The ERP package – Orion Advantage- comes bundled with an HP dual processor Xeon
server, Oracle 9i database, Windows 2003 server and costs about Rs.9.90 lakh and has a 15-
user license.

An ERP package helps a manufacturer or any other business implementing it to manage all
the important parts in the company such as product planning, parts purchasing, maintaining
inventory and interacting with suppliers and customers.

ICICI Infotech officials told a press conference here today that Orion Advantage offered a set
of business practice solutions for industry segments such as engineering, auto ancillary,
pharmaceuticals, chemicals and IT distribution. Besides the cost advantage, the ERP package
also came pre-configured. ICICI Infotech had mapped the processes specific to each industry
segment into the package.

Mr. Manoj Kunkalienkar, Executive Director and President, ICICI Infotech, said that small
and medium enterprises (SMEs) offered a good market and ICICI Infotech hoped to become
a leading solution provider to this segment.

Mr. R.K. Kanthi, Deputy General Manager, ICICI Infotech, said there was no ERP package
for the SMEs that bundled the server, database and operating system right now. That was the
advantage ICICI Infotech offered to SMEs as Orion Advantage came bundled and pre-
configured. Besides the high cost of generic ERP packages, their implementation time as far
as SMEs were concerned was also long. Orion Advantage could be installed in 45 days.

ICICI Infotech had signed up six customers so far for the package and hoped to garner a 15
percent market share of the SME segment, whose number in the country was estimated as
2.30 lakh.

Mr. K.S. Natarajan, Managing Director, Trident Pneumatics Pvt Ltd of Coimbatore, one of
the companies that had installed Orion Advantage, said that the company had tried three other
ERP packages, all of which had failed, before settling on Orion Advantage.

Mr Kunkalienkar said that ICICI Infotech planned to move the two development centers in
Chennai into a single location and double the staff strength from 300 now in the next two
years.The Chennai centers were involved in research and development of Orion ERP
solutions and Premia, an insurance package.

ERP Systems Integration

Pinnacle Software Solutions has the expertise and experience to assist you with your
enterprise systems integration. From developing your strategy, through implementation and
support, we bring the right combination of resources, management skillsets, and technical
know-how. We will help you successfully integrate your Enterprise Resource Planning
(ERP) systems into your overall business and technology infrastructure.

Whether you are planning an upgrade of an existing ERP system, or a complete replacement
of a legacy application and platform, we can help you improve your financial, human
resources, electronic mail, and other business systems. We work with the leading ERP
systems, including the latest versions of the Oracle and PeopleSoft applications.

 General Ledger
 Accounts Payable
 Accounts Receivable
 Purchasing
 Asset Management
 Project Costing
 Human Resources
 Payroll
 Benefits
 Compensation

Our technology management solutions will help you migrate hardware platforms, improve
network and database performance, develop or refresh policies and procedures, and develop
sound disaster recovery and backup solutions. Please contact us to learn how Pinnacle
Software Solutions can help you develop “solutions that fit” your enterprise.
 CHAPTER - 2
LITERATURE REVIEW
The UK’s banking system is considered the largest in the G20 group of leading nations.
Nearly a fifth of the world’s banking activity is carried out in the UK, where there are 150
deposit-taking foreign branches of banks and almost 100 foreign subsidiaries from more than
50 countries (Treanor, 2014). The sector is dominated by a few very large banks, including
the Lloyds Group, Barclays, the Royal Bank of Scotland, and HSBC, which are often referred
to as ‘the big four’ (Mogaji, 2016). These four providers have around 75 percent of the
market share, which has made the market highly concentrated since 2008 (OFT, 2013). There
are several other smaller brands, such as Metro, Virgin Money, Tesco, and M&S.
Despite the importance of the UK financial services market to the national and global
economy, the research on marketing communications for financial services is scarce. The UK
banks’ marketing research is underrepresented with very few studies (Czarnecka and Evans,
2013). In marketing literature, most financial services advertisement research is based on US
financial services advertisements. For example, Jones and Smythe’s (2003) and Huhmann
and Bhattacharyya’s (2005) mutual fund advertising study was based on the US market. Lee
et al. (2011) analysed information provisions of US retirement financial services
advertisements, while Johnson and Peterson (2014) explored US financial service firms’
trust-building response to the 2008 financial crisis.
While understanding the role of advertisements in the decision-making of financial services,
Harrison (2003) noted that the customers’ level of involvement varies in making a financial
decision. It depends on the complexity of the decisions and the customers’ familiarity with
them. It was noted that some complex decisions, such as for mortgages, require a higher level
of involvement and the need to process a considerable amount of marketing information
when compared to, say, opening a savings account, which is far less complex. It was,
therefore, considered important within this paper to understand how the financial services
brands are providing relevant information and yet still build consumer confidence and trust
through advertising.
Appeals are presented in advertisements, including financial services (Albers-Miller and
Stafford, 1999). They are incorporated in the forms of text and images in order to attract the
viewers’ attention by providing information about the brand and to appeal to viewers by
arousing their emotions. This provides the basis for attracting the attention or interest of
consumers and/or influencing their feelings towards a product or service (Kinnear et al.,
1995). These texts and images are emotive contents which Heath et al. (2009, p. 2) described
as, “anything in advertising that is capable of stimulating the feelings of the viewer”.
Advertising appeals are commonly classified as emotional or rational. Van den Putte (2009)
suggested that the message presented in these advertisements determines the degree of
emotionality or rationality expressed. Heath et al. (2009) discussed the benefits of
emotionally-appealing advertisements in building brand relationships and especially the
creative choice of employing emotional content in advertisements, suggesting that they are
more successful than rationally-appealing messages in generating brand favouritism.
Business consumers are individuals who make financial services decisions. They are likely to
find advertisements either rationally appealing based on the present need or emotionally
appealing. Considering advertisements as an external stimulus, individuals are bound to have
different emotional responses, as creative features are embedded within advertisements in the
form of text and images in order to attract viewers’ attention and provide information about
the brand (Mogaji, 2016). Moods and feelings are affective responses evoked by an
advertisement; they have been found to affect consumers’ attitudes toward the advertisement,
the brand, and purchase intention (Batra and Ray, 1986). Deciding on which emotion to
incorporate into an advertising strategy could greatly enhance its effectiveness (Zeitlin and
Westwood, 1986).
Selecting the appropriate media to channel these emotional appeals is also of concern. An
example of this would be the voiceover of a spokesperson for an advertisement which may be
suitable for a TV advertisement, but may not carry much weight if the image is used in a print
advertisement. In advertising, more attention has been paid to television and glossy
magazines, whereas newspaper advertising has often been neglected in terms of marketing
communications research, which further highlights the gap in which this study aimed to fill.
Newspaper advertising is still one of the dominant media sources and has greatly contributed
to the development of media (Dash and Belgaonkar, 2012). Though the decline in readership
is acknowledged (Ponsford, 2015), it still has features relevant to the study of the emotional
appeals of financial services advertisements. The degree of attention (also described as the
level of involvement) and how much energy is devoted to understanding the messages (James
and Kover, 1992) is considered higher in newspaper media. Television is considered
entertaining but low-involvement, while print advertising, which includes newspaper and
magazine advertisements, is considered high-involvement, as the readers’ involvement in the
search for information is not interrupted (James and Kover, 1992; Mittal, 1994; Tan and
Chia, 2007).
Print advertising is amongst the most important non-personal B2B marketing communication
tools (Brennan et al., 2007). It is perceived as more informative than broadcast media as it
has also been found to be associated with informational advertising strategies, while
television advertising is perceived as more suitable for transformational advertising strategies
as it provides more entertainment value (Mittal, 1994).
Furthermore, James and Kover (1992) suggested that reading advertisements in a newspaper
is a matter of choice, unlike the intrusive nature of television advertisements, where the
viewer has limited choices. Newspaper readers can get more involved in the information
offered and read the message at their own pace (Smit, 1999). This corroborates the findings
of Newswork (2014), which suggested that reading a newspaper is a “slower burn”
experience, associated with stronger levels of engagement and emotional intensity, and
readers spend more time on advertisements in printed newspapers than on tablets.
Taking into consideration the need for information before making a financial decision, there
are justifications for using newspaper advertisements for financial services, which makes it
easy for customers to make well-informed decisions about how and when they are used
(OFT, 2013

ICICI Prudential Life Insurance Company Limited

ICICI Prudential Life Insurance Company Limited was incorporated on 20th July 2000. The
authorized capital of the company is Rs.2300 million and the paid up capital is Rs.1500
million. The company is joint venture of ICICI (74%) and UK based company Prudential Pic
(26%). The company was granted certificate of registration for carrying business, by
Insurance Regulatory and Development Authority on 24th November 2000. It commenced
commercial operation from 19th December 2000 and becoming a leading private sector life
insurance company.

The company recognizes that the driving force for gaining sustainable competitive advantage
in this business is superior customer experience and investment behind the brand. The
company aims to achieve this by striving to provide world class service level through
constant innovation in product, distribution channels and technology based delivery.
Vision and mission:
Their vision is to make ICICI Prudential Life Insurance Company the dominant new
insurer in the life insurance industry. This they hope to achieve through their commitment to
excellence, focus on service, speed and innovation, and leveraging our technological
expertise

The success of the organization will be founded on its strong focus on values and clarity of
purpose. These include :
 Understanding the needs of customers and offering them superior products and
service
 Building long lasting relationship with their partners
 Providing an enabling environment to faster growth and learning for their employees

And above all building transparency in all our dealings. They believe that they can play a
significant role in redefining and reshaping the sector. Given the quality of their percentage
and the commitment of their team, they feel that there will be no limits to their growth.

Retail Segment of ICICI Lombard General Insurance:

ICICI Lombard’s Retail Segment consists of personal insurance products – Health, Home,
Motor and Travel Insurance.

Health Insurance:

ICICI Lombard is known to be a pioneer in introducing innovative concepts in the Indian

health Insurance s3ector. Be it the floater concept, the critical illness cover or the tax gain
policy, all these were first introduced by ICICI Lombard. It was also one of the general
insurance companies in India to have a robust online system in place for buying and renewing
policies.

The various plan offered by ICICI Lombard include Family Floater Plan - where one policy
covers the entire family, Health Advantage Plus - where they cover OPD and dental
expenses, also help save maximum tax under section 80D and Critical Illness plan - a special
policy covering a list of critical illness. They also have a basic Personal Accident Plan which
 covers against accidents. ICICI Lombard health plans also provide coverage against
terrorism.

Home Insurance:

Home Insurance is actually one of the most neglected areas in the general insurance category.
Simply, because people in general, especially in India, do not give much important to it.
However, in the recent years, due to the increase in awareness, and the great extent of
damage caused to property due to natural calamities and terrorism, it has been gaining
importance. The Home Insurance Policy offered by ICICI Lombard covers both the structure
and the contents of the house. You can opt for either of the covers or both. Unlike other
policies, it also covers damage due to terrorist activities, loss of cash, public liability,
temporary resettlement and others.

Motor Insurance:

As Motor Insurance is mandatory in India and is governed by the Motor Traffic Act, the
policies offered by various companies are more or less the same. There is not much room for
innovation in this category. ICICI Lombard too offers Car Insurance and Two wheeler
Insurance. They are known to offer one of the best rates in the market. As the entire buying
process is online and is instant, without any submission of documents or other formalities,
people generally opt it for convenience.

Travel Insurance:

Travel Insurance is one of the most prominent sectors of general insurance, especially
overseas travel insurance and student medical insurance. ICICI Lombard offers various
options in both the categories. The overseas Travel Plans and Student Medical Plans offered
cover medical and non-medical expenses, including compensation for flights hijacked and
preexisting diseases in case of emergency. They charge on a per day basis if the travel is
more than 7 days. ICICI Lombard has tied up with United Health Group to facilitate access to
all its clinics while in U.S.

The Student Medical Plans are accepted in almost universities worldwide. They also have a
section in their website, university Search, where one can find specific plans for specific
universities.
 All the above retail policies can be bought online, without any documentation through their
website www.icicilombard.com . One cannot only buy, but also manage and renew their
insurance policies online.

NRI Services:

ICICI Lombard has developed insurance for Non-resident Indians that can be bought,
renewed and tracked online.

Parents’ Health Insurance covers hospitalization and medical expenses incurred by parents of
the policyholder in India. For parents’ travelling outside India, ICICI Lombard offers a
Parents’ Overseas Travel Insurance Policy.

An NRI can insure his children/ dependents travelling abroad to study, under the Student
Medical Insurance Plan. Likewise, the home Insurance and car Insurance schemes enable an
NRI to secure his assets in India.

Channels:

Channel is the term used for the various approaches a company uses to tap its customers.
ICICI Lombard uses a multi-channel approach to ensure his sales, service and other allied
activities are carried out in the most effective manner.

Retail:

The Retail channel consists of sales executives, sales officers, brokers and agents. They are
the one who are in direct contact with the customers and bring the innovative insurance
solutions to their doorsteps.

Online:

ICICI Lombard has developed a web based system to meet all the pre and post-policy
transaction. One can get quotes, buy, renew, and track their policies online through the
website [www.icicilombard.com]. With do-it-yourself architecture, the online channel is fast,
convenient, and easy to understand and operate.
 ICICI GROUP:
ICICI Lombard General
Insurance Company

ICICI Prudential Life

ICICI Venture
Insurance Company
ICICI BANK
LIMITED
Prudential ICICI
ICICI Securities
AMC & trust

ICICI VENTURE:

ICICI Venture is the largest and one of the most successful private equity and Venture
capital management companies in India with aggregate funds under Management in excess of
USD-2 billion. ICICI Venture is a subsidiary of ICICI Bank, India’s second – largest bank
with total asset of about US$ 56.3 bn (March 31, 2006) and market capitalization of about
USD 10.8 bn (June 2006).

Over the years, ICICI Venture has built an enviable portfolio of companies in the
sectors of information technology, pharmaceuticals, biotechnology, media and retail thereby
delivering value consistently to its investors.

ICICI Venture has the distinction of managing a large number of exits in the Country.
With over 100 liquidity events, the organization has reaped rich experience and is well
positioned to handle IPOs, strategic sale and/or mergers.

ICICI Ventures has a wide network of third party investors, which include Domestic
Investors such as public sector banks, financial institutions and Insurance companies. A
significant portion of the fund’s corpus is also fro, International development financial
institutions and international funds.

The company has over 40qualified professionals with experience across sectors and
functions. The capabilities of the team, structure of the organization, Emphasis on value
creation and performance evaluation matrices enables ICICI Venture to extract superior
returns from its investments.
ICICI SECURITIES – India’s Leading Investment bank:

ICICI Securities Limited is India’s leading full service investment bank with a Dominant
position in all segments of its operations – Corporate Finance, Fixed Income and Equities. It
is a subsidiary of ICICI Bank, the larger private sector bank in India and operates out of
Mumbai with officers in New Delhi, Chennai, Kolkata, New york, London and Singapore.
Under the able leadership of Mr. S.Mukharji, Managing Director and CEO, ICICI Securities
continues to grow as reflected in its performance over the past couple of years.

The Corporate finance team has consistently been among the top players in M& As and
fund raising from domestic and international capital markets. The Equities team is a major
Indian brokerage house and its research covers over 90% of Sensex market capitalization.
The bond research of the fixed Income team is a benchmark for the industry.

The eminent position of ICICI Securities is reflected in the number of awards that our teams
in the Fixed income, M&A and Equity Capital Markets win. Our Fixed Income team for the
last two years (CY04 and CY05) has been adjudged as the “Best Bond House” in India by
both Asia money. The Corporate Finance team tops the M&A/C Capital markets league
tables regularly. Our wholly owned subsidiary, ICICI Brokerage Services Limited (IBSl

), buys and sells equities for our institutional clients. ICICI Securities has a U.S. subsidiary,
ICICI Securities Inc. which is a member of the National Association of Securities Dealers,
Inc. (NASD). As a result of this membership, ICICI Securities Inc. can engage in permitted
activities in the U.S. securities markets.

These activities include dealing in securities markets transactions in the United States and
providing research and investment advice to US investors.

ICICI Securities Inc. is also registered with the Financial Services Authority, UK (FSA) and
the Monetary Authority of Singapore (MAS) to carry out Corporate Advisory Services.

PRUDENTIAL ICICI

Prudential ICICI Asset Management Company enjoys the strong parentage of Prudential, one
of UK’s largest players in the insurance & fund management sectors and ICICI Bank, a well-
known and trusted name in financial services in India. Prudential ICICI Asset Management
Company, in a span of just over eight years, has forged a position of pre-eminence in the
Indian Mutual Fund industry as one of the largest asset management companies in the
 country with assets under management of Rs.23559.60 crores (as of March 31, 2006). The
company manages a comprehensive range of schemes to meet the varying investment needs
of its investors spread across 68 cities in the country.

PRUDENTIAL LIFE INSURANCE

India’s Number One private life insurer, ICICI Prudential Life Insurance Company is a joint
venture between ICICI Bank one of India’s foremost financial services companies and
Prudential plc- a leading international financial services group headquartered in the United
Kingdom. Total capital infusion stands at Rs.15.85 billion, with ICICI Bank holding a stake
of 74% and Prudential plc holding 26%.

We began our operations in December 2000 after receiving approval from Insurance
Regulatory Development authority (IRDA). Today, our nation-wide team comprises nearly
120,000 insurance advisors, 18 bank assurance partners and 200 corporate agent tie-ups.

ICICI Prudential was the first life insurer in India to receive a National Insurer Financial
Strength rating of AAA (Industry) from Fitch ratings. For three years in a row, ICICI
Prudential has been voted as India’s Most Trusted Private Life Insurer, by the The Economic
Times- AV Nielsen ORG Marg survey of ‘ Most Trusted Brands’. As we grow our
distribution, product range and customer base, we continue to tirelessly uphold our
commitment to deliver world-class financial solutions to customers all over India.

ICICI Prudential Life Insurance Company Limited was incorporated on 20th July 2000. The
authorized capital of the company is Rs.2300 million and the paid up capital is Rs.1500
million. The company is joint venture of ICICI (74%) and UK based company Prudential Plc
(26%). The company was granted certificate of registration for carrying business, by
Insurance Regulatory and development Authority on 24th November 2000. It commenced
commercial operation from 19th December 2000 and becoming a leading private sector life
insurance company.

The company recognizes that the driving force for gaining sustainable competitive advantage
in this business is superior customer experience and investment behind the brand. The
company aims to achieve this by striving to provide world class service level through
constant innovation in product, distribution channels and technology based delivery.
ICICI LOMBARD:

ICICI Lombard General Insurance Company Limited is 74:26 joint venture between ICICI
Bank Limited and the US-based $ 26 billion Fairfax Financial Holdings Limited. ICICI Bank
is India’s second largest Bank, while Fairfax Financial Holdings is a diversified financial
corporate engaged in general insurance, reinsurance, insurance claims management and
investment management. Lombard Canada Ltd, a group company of Fairfax Financial
holdings Limited, is one of Canada’s oldest property and casualty insurers. ICICI Lombard
General Insurance Company received regulatory approvals to commence general insurance
business in August 2001

ICICI Lombard General Insurance Company Limited is 74:26 joint ventures between ICICI
Bank Limited and Canada based Fairfax Financial Holdings Limited. ICICI Bank is India’s
second largest bank, while Fairfax Financial Holdings is a diversified financial corporate
engaged in general insurance, reinsurance, insurance claims management and Investment
management. Lombard Canada Ltd, a group company of Fairfax Financial Holdings Limited,
is one of Canada’s oldest property and casualty insurers. ICICI Lombard General Insurance
Company received regulatory approvals to commence general insurance business in August
2000.

Technology Used in ICICI Bank:

In the era of globalization each and every sector faced the stiff competition from their rivals.
And world also converted into the flat from the globe. After the policy of liberalization and
RBI initiatives to take the step for the private sector banks, more and more changes are taking
the part into it. And there are create competition between the private sector banks and public
sector bank.

Private sector banks are today used the latest technology for the different transaction of day
to day banking life. As we know that information Technology plays the vital role in the each
and every industry and gives the optimum return from the limited resources. Banks are
service industries and today IT gives the innovative Technology application to Banking
Industries. ICICI Bank is the leader in the industries and today IT and ICICI BANK together
combined they reached the sky. New technology changed the mind of the customers and
changed the queue concept from the history banking transaction. Today there are different
channels are available for the banking transactions.
We can see that the how technology gives the best results I the below diagram. There are
drastically changes seen in the use of Internet Banking, in a year 2001 (2%) and in the year
2008 (25%).

These types of technology give the freedom to retail customers:-

Centralized processing Units Derived Economics of Scale

Electronic Straight Through Processing Reduced Transaction Cost
Data Warehousing , CRM Improve cost efficiency, Cross sell
Innovative Technology Application Provide new or superior products

The country’s middle class accounts for over 320 million people. In correlation with the
growth of the economy, rising income levels, increased standard of living, and affordability
of banking products are promising factors for continued expansion.
 CHAPTER – 3
CONCEPTUAL FRAMEWORK

Market
A market is a place where two parties can gather to facilitate the exchange of goods and
services. The parties involved are usually buyers and sellers. The market may be physical like
a retail outlet, where people meet face-to-face, or virtual like an online market, where there is
no direct physical contact between buyers and sellers.

Marketing
Marketing is such an economic activity through which the commodities and services are
exchanged in lieu of money. Marketing really refers to those efforts which helps in the
transfer of the goods and services and manage for their physical transfer. In ordinary sense,
the purchase and sell of commodities is designated as marketing. Within the term marketing,
other activities preceding and following the purchase and sale are also included.
In todays world marketing is associated with an individual each second of his/her working
life/ daily. From morning to night every individual is exposed to number of marketing
messages every day. Marketing becomes most essential part of business activity. Marketing is
something that affects you even though you may not necessarily be consumer of it.

Importance of marketing

1. Marketing helps to raise the living standard of community:

According to Professor Malcolm P. McNair, “Marketing is the creation and delivery
of standard of living to the society”. By making available uninterrupted supply of
goods and services to consumers at a reasonable price, marketing has played an
important role raising and maintaining the living standard of the community.
Marketing has in fact revolutionized and modernized living standard people in
modern times.
2. Marketing helps in transfer, exchange and movements of goods:
Marketing is very helpful in transfer, exchange and movements of goods. Goods and
services are made available to customers through various intermediaries viz,
wholesalers, retailers etc. All these intermediaries establish a link between producers
and consumers. To the former, it tales about the specific need and preferences of
consumers and to the letter about the products that the manufacturer can offer.
3. Marketing creates employment:
Marketing involves functions, sub-functions, like buying, selling, transport, ware
housing (go downs), financing, risk management etc. these functions create need for
different specialization. In each such functions different activities are performed by a
large no. of individuals and bodies. Thus marketing gives employment to many
people. It is estimated that above 40 % total population is directly or indirectly
dependent upon marketing
4. Marketing as a source of income and revenue:
The performance of marketing function is all important because it is the only way
through which the concern could generate revenue and bring in profits. This revenue
and profit (surpluses) are reinvested in the organization thereby earning more profits
in future. Marketing should be given the greatest importance since the very survival of
the organization depends on the effectiveness of the marketing function.
5. Marketing acts as a basis for making decision:
A business man is always confronted with many problems in the form of what, how,
when, how much, and for whom to produce?
In modern times marketing has become a very complex task. Producers are depending
largely on the mechanism of marketing to decide how much to produce and sale. With
the help of marketing techniques, a producer can regulate his production accordingly.
6. Marketing acts as a source of new ideas:
The concept of marketing is a dynamic concept. It has changed all together with the
passage of time. With the rapid change in tests and preferences of people marketing
has to come up with the same. Marketing as an instrument of measurement give scope
for understanding this new demand pattern and thereby produce and make available
the goods accordingly.
7. Marketing is helpful in development of economy:
Adams Smith has remarked that “nothing happens in our country until somebody
sales something”. Marketing is the king pin that sets the economy revolving. The
marketing organization if more scientifically organized, makes the economy strong
and stable. On the other hand the lesser the stress on the marketing function, the
weaker will be the economy.
8. Helps in create utilities of time, place and possession:
 Marketing function like transport create place utility and ware housing create time
utility for the goods. Marketing function enable the smooth and continuous flow
goods to the final consumer without much difficulties through out the year.
9. Marketing helps to boosts sales:
Marketing utilizes different ways to promote the product and services. Once a product
has been advertised, its already on the radar and this increases the chances of selling
of the product. when customers are happy about the product and services, they
become brand ambassadors without the knowledge of the company. they will spread
the ward and sales will start to increase.
10. Remove imbalance of supply and demand:
Marketing bridges the gape between the demand and supply. It is due to marketing
function regular supply of goods and services are ensured as and when demanded y
the society. By creating time utility and place utility marketing helps in remove the
imbalances between supply side and demand side.

Marketing mix (4 Ps of marketing)

Marketing is a continually evolving discipline. One of the evolutions has been the
fundamental changes to the marketing mix. The marketing mix is one of the most famous
marketing phrase in today. The marketing mix is the tactical or operational part of a
marketing plan. The marketing mix is also called as the 4 Ps and 7 Ps. Once there were 4
Ps to explain the mix, now a day it is more commonly accepted that a more developed 7
Ps adds a much-needed additional layer of depth to the marketing mix. The marketing
mix is a foundation model in marketing
The marketing mix has been defined as the marketing tools that the farm uses to pursue
its marketing object in the target.
The marketing mix is the set of controllable, tactical marketing tools- product, price,
promotion that the harm blends to produce the response it wants in the target market.
The elements of the marketing mix are place, price, product, promotion thus it is
popularly called as 4 Ps of marketing. Let’s study the element of marketing mix in detail.

1. Marketing mix: Product

A product is an item i.e. built or produced to satisfy the needs of a certain group of
people. The product can be intangible or tangible as it can be in the form of services
or goods. The marketers must to ensure to have the right type of product i.e. the
demand in the market so during the product development phase the marketer must do
 an extensive research on the life cycle of the data creating. It is important for
marketers to reinvent their product to stimulate more demand once it reaches the sales
declined phase. Marketer must also create the right product mix. In developing the
right product, the marketer needs to answer the following questions.
 What does the customer want from the service or product?
 How will the customer use it?
 What features must the product have to meet the customer need?
 Are the products created having features that are not needed by the customer?
 How is the product different form the product of your competitors?

2. Marketing mix: Price

The price of the product is basically the amount that a customer pays for to enjoy it.
Price is a very important component of a marketing plan as it determines the firm’s
profit and survival. Adjusting the price of the product greatly affecting the sales and
demand of the product. if a company is new to the market and has not made a name
for themselves yet, it is unlikely that the target market will be willing to pay a higher
price.
Pricing always help to shape the perception about the product in consumers eyes. A
low price usually means an inferior good in the consumers eyes as they compare your
good to a competitor.

Consequently, prices too high will make the costs outweigh the benefits in customers
eyes, and they will therefore value their money over the product. Be sure to examine
competitors pricing and price accordingly.

When setting the product price, marketers generally consider three major pricing
strategies, and these are:

 Market penetration pricing

 Market skimming pricing
 Neutral pricing
Here are some of the important questions that a marketer should keep in mind when
setting the product price:
 How much did it cost you to produce the product?
 What is the customer’s perceived product value?
 Do you think that the slight price decrease could significantly increase your market
share?
 Can the current price of the product keep up with the price of the product’s
competitors?

3. Marketing Mix – Place

The marketers have to position and distribute the product in a place that is readily
accessible to potential buyers. Place is also known as channel, distribution, or
intermediary. It is the mechanism through which goods and/or services are moved
from the manufacturer/ service provider to the user or consumer.
There are many distribution strategies, including:
 Intensive distribution
 Exclusive distribution
 Selective distribution
 Franchising
Here are some of the questions that you should answer in developing your distribution
strategy:

 Where do your customers look for your service or product?

 What kind of stores do potential clients go to? Do they shop in a mall, in the
supermarket, or online?
 How do you access the different distribution channels?
 How is your distribution strategy different from your competitors?
 Do you need a strong sales force?
 Do you need to sell in an online store?

4. Marketing Mix – Promotion

Promotion includes all of the activities marketers undertake to inform consumers about
their products and to encourage potential customers to buy these products. Promotion can
boost brand recognition and sales. Promotion is comprised of various elements like:
Advertising, Public Relations, Sales Promotion etc.
In creating an effective product promotion strategy, you need to answer the following
questions:
 How can you send marketing messages to your potential buyers?
 When is the best time to promote your product?
  Will you reach your potential audience and buyers through television ads?
 Is it best to use the social media in promoting the product?
 What is the promotion strategy of your competitors?

Marketing Analysis

A marketing analysis is a study of the dynamism of the market. It is the attractiveness of a

special market in a specific industry. Marketing analysis is basically a business plan that
presents information regarding the market in which you are operating in. It deals with various
factors and should not be confused with market analysis.
A marketing analysis is done so that you can formulate a strategy on how to run your
business. By taking into consideration certain factors, you will know how to operate your
business.

PRODUCT:

ICICI Bank offers wide variety of Deposit Products to suit your requirements. Coupled with
convenience of networked branches/ATMs and facility of E-channels like Internet and
Mobile Banking, ICICI Bank brings banking at your doorstep. Select any of our deposit
products and provide your details online and our representative will contact you for Account
Opening.

SAVING ACCOUNTS:
ICICI Bank offers you a power packed Savings Account with a
host of convenient features and banking channels to transact through.
So now you can bank at your convenience, without the stress of
waiting in queues.

SENIOR CITIZEN SERVICES:

We understand that as you reach the age to retire, you do

have certain concerns… whether your hard earned money is
safe and secure … whether your investments give you the kind
of returns that you need. That’s why we have an ideal Banking
Service for those who are 60 years and above. The Senior Citizen Services from ICICI Ban
 has several advantages that are tailored to bring more conveniences and enjoyment in your
life.

YOUNG STARS:

It’s really important to help children learn the value of finances and
money management at an early age. Banking is a serious business, but
we make banking a pleasure and at the same time children learn how to
manage their personal finances.

FIXED DEPOSIT:

Safety, Flexibility, Liquidity and Returns. A Combination of

unbeatable features of the Fixed Deposit from ICICI bank.

RECURRING DEPOSIT:

When expenses are high, you may not have adequate fund to make big
investment. But simply going ahead without saving for the future is not
an option for you. Through ICICI Bank Recurring Deposit you can invest
small amounts of money every month that ends up with a large saving on maturity. So you
enjoy twin advantages affordability ad higher earnings.

HOME LOAN:

The No 1 Home Loan Provider in the country, ICICI Bank Home

Loans offers some unbeatable benefits to its customers – Doorstep
Service, Simplified Documentation and Guidance throughout the
process. It’s really an easy process.

PERSONAL LOANS:

If you’re looking for a personal that’s easy to get, your search ends
here. ICICI Bank Personal Loans are easy to get and absolutely hassle
free. With minimum documentation you can now secure a loan for an
amount up to Rs. 15 Lakhs.
 CAR LOAN:

The No 1 financier for car loans in the country. Network of more than
1500 channel partners in cover 780 locations. Tie-ups with all leading
automobile manufacturers to ensure the best deals. Flexible schemes and
quick processing. Hassle-free application process on the click of a mouse.

COMMERCIAL VEHICLE LOAN:

Range of services on existing loans & extended products

like funding of new vehicles, refinance on used vehicles,
balance transfer on high cost loans, to up on existing loans,
Extended product, working capital loans & other banking products.

TWO WHEELER LOANS:

Avail attractive schemes at competitive interest rates from thee

No 1 Financier for Two Wheeler Loans in the country. Finance
facility up to 90% of the On Road Cost of the vehicle, repayable in
convenient repayment options and comfortable tenors from 6
months to 36 months. Ride home on our Dream Two Wheeler with our hassle free finance.

FARM EQUIPMENT LOANS:

Preferred financier for almost all leading tractor manufacturers in the

country. Flexible repayment options in tandem with the farmer’s seasonal
liquidity. Monthly, Quarterly and Half-yearly repayment patterns to choose
from. Comfortable repayment tenures from 1 year to 9 year.

CREDIT CARDS:

ICICI Bank Credit Cards give you the facility of cash, convenience
and a range of benefits, anywhere in the world. These benefits range
from life time free cards, Insurance benefits, global emergency
assistance service, discounts, utility payments, travel discounts and much more.
DEBIT CARDS:

The ICICI Bank Debit card is a revolutionary form of cash that allows
customers to access their bank account around the clock, around the
world. The ICICI Bank Debit card can be used for shopping at more
than 100,000 merchants in India and 13 million merchants worldwide.

TRAVEL CARD:

Presenting ICICI Bank Travel card. The Hassle Free way to

Travel the world. Travelling with US Dollar, Euro, Pound Sterling
or Swiss Francs; Looking for security and convenience; take ICICI
Bank Travel Card. Issued in duplicate. Offers the Pin base security.
Has the convenience of usage of Credit or Debit card.

PRE PAID CARDS:

ICICI Bank brings to you a complete bouquet of pre-paid cards

providing payment solutions at your fingertips. ICICI Bank pre-
paid cards are a safe and convenient way for associate payments,
disbursements, gifting & small ticket transactions. Pre-paid cards
are available on a VISA platform thus providing accessibility to over one lakh merchant
establishments & cash withdrawal from all VISA ATMs in India.

Investments

At ICICI Bank, we care about all your needs. Along

with Deposit products and loan offerings, ICICI Bank assists you to manage your finances by
providing various investment options ranging from ICICI Bank Tax Saving Bonds to Equity
Investments through Initial Public Offers and Investment in Pure Gold. ICICI Bank facilitates
following investment products:
  ICICI Bank Tax Saving Bonds
 Government Of India Bonds
 Investment in Mutual funds
 Initial Public Offers by Corporate
 Investment in “Pure Gold”
 Foreign Exchange Services
 Senior Citizens Savings Scheme, 2004

ICICI Bank Bonds :

 All ICICI bank Bonds have been rated “AAA” by CARE and “LAAA” by ICRA
indicating the highest degree of safety for your money
 All Investment in ICICI Bank Tax Saving Bonds issued up to March 2005 are
eligible for tax rebate under Sec 88 to the full extent possible
 Bonds are listed on BSE, NSE
GOI Bonds
 8% Savings Bonds (Taxable), 2003 Low risk.
 Reasonable investment tenure.
 Nomination facility available.
 Cannot be traded in secondary market.
 Interest income taxable.

Mutual Funds:
Mutual Funds pool money of various investors to purchase a wide variety of securities while
pursuing a specific goal. Selection of Securities for the purpose is done by specialists from
the field. Returns generated are distributed to the Investors. Mutual Fund Companies offer
various schemes. Investors can choose any particular Fund/Scheme or mix of Funds/Schemes
depending upon their perception towards risk. Investment is done on the basis of prevailing
Net Asset Values of various schemes, Mutual Funds investments are subject to Market Risks.
Types of Funds Sold
We will help you determine which types of funds you need to meet your investment goals.
This may include the following types of funds:
  Debt: Liquid schemes, Income schemes, G-sec schemes, Monthly Income Schemes
etc.
 Equity: Diversified Equity Schemes, Sector Schemes, Index Schemes etc.
 Hybrid Funds: Balanced Schemes, Special Schemes Pension Schemes, Child
education Schemes etc.

At ICICI Bank we will help you identify an appropriate mix of Mutual Fund schemes for
your portfolio using asset allocation strategies. Through ICICI Bank you can invest in various
schemes of multiple mutual funds with decent performance record. You can take the aid of
our various research reports on mutual funds and their schemes before choosing a scheme for
investment. ICICI Bank offers investment in Mutual Funds through Multiple Channels. With
ICICI Bank, you can invest in Mutual Funds through following channels.

 ICICI Bank Branches

 ICICIdirect.com
 Dedicated workforce to serve you
 Before being deputed, our officers complete a comprehensive training program and,
once deputed, they receive thorough instructions in financial planning skills and
techniques. Throughout their careers officers also attend programs to update their
skills.
 All officers in charge of Mutual Funds are certified professionals by AMFI
(Association of Mutual Funds in India)
 Many of these officers also hold professional degrees like - MBA, CA, ICWA, and
CFA etc.

IPO:
You can invest in IPOs online through www.icicidirect.com with same convenience of
investing in equities- hassle-free and with zero paper work. Also, get in-depth analyses of
new IPOs issues (Initial Public Offerings) which are about to hit the market. IPO calendar,
recent IPO listings, prospectus/offer documents and live prices will help you keep on top of
the IPO markets.
ICICI Bank Pure Gold:
Gold has been traditionally the most favored form of investment for Indians. In fact, India,
even today is amongst the highest consumers of Gold in the world. However, the Gold
market remains largely unorganized with reliability and convenience remaining the key
issues for gold buyers in the Country. ICICI Bank with its 'Pure Gold' offer attempts to bridge
the gap between the need of the customers for buying gold and availability of an organized
avenue to satisfy that need, by taking care of the two key components - Reliability and
Convenience. Reliability 24 Carat ICICI Bank Pure Gold is imported from Switzerland. This
Gold carries a 99.99% Assay Certification, signifying highest level of purity, as per
international standards.

Convenience:
ICICI Bank Pure Gold is competitively priced based on daily prices in the international
bullion market. Currently, gold is available in 2.5g, 5g, 8g, 20g and 50g categories.

FOREX Services:
ICICI Bank's Foreign Exchange Services will help you organize your foreign exchange in the
most hassle free manner. Whether its Foreign Currency, Travelers Cheques or Travel Card,
ICICI Bank Foreign Exchange Services is a one-stop solution to your foreign exchange
requirement.

S.W.O.T. analysis of ICICI BANK:

Introduction to SWOT Analysis.
The overall evaluation of the company's Strength, Weakness, Opportunities and Threats is
called as SWOT Analysis. The external environment analysis of any business will give you
the opportunities and threats facing the business. The external environment consists of two
parts:
1) Macro Environment: Demographic, Economic, Technology, Political-legal,
sociocultural
2) Micro Environment: Customers, Competition, Distributors, Suppliers.

The internal Environment Analysis will give you the strength and weakness of the business.
STRENGTH WEAKNESSES
 Right strategy for the right products.
 Superior customer service vs.  Some gaps in range for certain
competitors. sectors.
 Great Brand Image  Customer service staff need training.
 Products have required accreditations.  Processes and systems, etc.
 High degree of customer satisfaction.  Management cover insufficient.
 Good place to work  Sectoral growth is constrained by low
 Lower response time with efficient unemployment levels and competition
and effective service. for staff.
 Dedicated workforce aiming at
making a long-term career in the
field.

Opportunities Threats
 Profit margins will be good.  Legislation could impact.
 Could extend to overseas broadly.  Great risk involved
 New specialist applications.  Very high competition prevailing
 Could seek better customer deals. in the industry.
 Fast-track career development  Vulnerable to reactive
opportunities on an industry-wide attack by major competitors .
basis.  Lack of infrastructure in rural areas
 An applied research centre to create could constrain investment.
opportunities for developing  High volume/low cost market is.
techniques to provide added-value Intensely competitive.
services.

Opportunity Matrix
A Marketing opportunity is an area of interest in which a company can perform profitably.
An opportunity can take many forms. Some of them are:

1) Buying process made easy- Internet shopping

2) Meet the information needs of the customers in a better way.
3) A company can customize the product which was originally offered in standard form.
 Success Probability
High Low
A High
T
T First Second
R
A Quadrant Quadrant
C
T
I
V
E
N Third Fourth
E
S
Quadrant Quadrant
S Low

The opportunities that fall under the first quadrant are higher on the side of success
probability and also on the attractiveness, so the company should tap those opportunities as
early as possible.

The opportunities falling under the second quadrant should be tapped only after the success
of the opportunities in the first quadrant. Although the success probability is on the lower side
still the attractiveness is on the higher side.

The opportunities in the third quadrant are less important as compared to the opportunities in
the first and second quadrant. Although the attractiveness is on the lower side but the success
probabilities of these opportunities are on the higher side.

The opportunities in the fourth quadrant are negligible as the success probability and
attractiveness both are on the lower side.

Threat Matrix
An Environmental Threat is a challenge posed by an unfavourable trend or development. In
the absence of any defensive marketing action these threats may lead to deterioration in sales
and indirectly in the profits of the company.
 PROBABILITY OF OCCURANCE
High Low
High
S First Second
E
R Quadrant Quadrant
I
O
U
S
N
E Third Fourth
S
S
Quadrant Quadrant
Low

The Threats falling under the first quadrant are harmful to the progress of the firm.

Their occurrence probability and also the seriousness is on the higher side. Therefore the
company should take immediate actions against these threats

The Threats falling under the second quadrant are also very harmful as their seriousness of
these threats is on the higher side, although the probability occurrence is on the lower side.

The Threats coming under the third quadrant are less serious as compared to the threats in the
first and second quadrant. The company should keep a backup plans for these threats as this
can also affect the profitability of the company.

The Threats under the fourth quadrant are negligible as the probability occurrence and
seriousness both are on the lower side of the matrix.

STRENGHTS
1) Online Services: ICICI Bank provides online services of all it's banking facilities. It also
provides D Mart 19account facilities on-line, so a person can access his account from
anywhere he is.
[D-Mart is a dematerialized account opened by a salaried person for purchase & sale of
shares of different companies.]
2) Advanced Infrastructure: Branches of ICICI Bank are well equipped with advanced
technology to provide the customers with taster banking services. All the computerized
machines are located in suitable manner & are very useful to the customers & staff of the
bank.

3) Friendly Staff: The staff of ICICI Bank in all branches is very friendly & help the
customers in all cases. They provide faster services along with bonding & personal
relationship with the customers.

4) 12 hrs. Banking services: Compared to other bank ICICI bank provides long hrs. of
services i.e. 8-8 services to the customers. This service is one of it's kind & is very helpful for
the customers who are in urgent need of money.

5) Other Facilities to the Customers & Employees: ICICI Bank also provides other
facilities like drinking water facilities, proper sitting arrangements to the customers. And
there are also proper Ventilation & sanitary facilities for the employees of the bank.

6) Late night ATM services: ICICI bank provides late night ATM services to the customers.
The ATM centers of ICICI bank works even after 11:00pm. at night in certain branches.

Weakness
1) High Bank Service Charges: ICICI bank charges highly to customers for the services
provided by them when compared to other bank & that is why it is only in the reach of higher
class of society.

2) Less Credit Period: ICICI bank provides credit facilities but only upto limited period.
Even when the credit period is not over it sends reminder letters to the customers which may
annoy them.

OPPORTUNITIES
1) Bank -Insurance services: The bank should also provide insurance services. That means
the bank can have a tie-up with a insurance company. The bank will advertise & promote the
different policies introduced by the insurance company convince their customers to buy
insurance policies.

2) Increase in percentage of Returns on increase: The bank should provide higher returns
on deposits in comparison of the present situation. This will also upto large extent help the
bank earn profits & popularity.

3) Recruit professionally guided students: Bank & Insurance is a special non-aid course
where the students specialize in the functioning & services of the bank & also are knowledge
about various tax policies. The bank can recruit these students through tie-ups with colleges.
Such students will surely prove as an asset to the bank.

4) Associate with social cause: The bank can also associate itself with social causes like
providing relief aid patients, funding towards natural calamities. But this falls in the 4th
quadrant so the bank should neglect it.

THREATS
1) Competition: ICICI Bank is facing tight competition locally as well as internationally.
Bank like CITI Bank, HSBC, ABM, Standard Chartered, HDFC also provide equivalent
facilities like ICICI do and also ICICI do not have consistency in its international operation.

2) Net Services: ICICI Bank provides all kind of services on-line. There can be easy access
to the e-mail ids of the customers through wrong people. The confidential information of the
customers can be leaked easily through the e-mail ids.

3) Decentralized Management: Each branch manager is given the authority of taking

decisions in their respective branches. The decisions made by different managers are diverse
and any one wrong decision can laid to heavy losses to the bank.

4) No Proper Facilities to Uneducated customers: ICICI Bank provides all services

through electronic computerized machines. This creates problems to the less educated people.
But this threat falls in the 4 quadrant so its negligible. The company can avoid this threat.
 CHAPTER - 4
RESEARCH METHODOLOGY
Research objective
1. To draw the comparative analysis of ICICI BANK Ltd with SBI etc.
2. To identify the major attributes of customer satisfaction.
3. To study customer perception about ICICI BANK Ltd.
4. To identify and study the various ways of ensuring customer satisfaction adopted by
ICICI BANK V/S HDFC & SBI.

Data Collection Techniques:

This project consists of two parts.

The first part is a study of the banking industry, ICICI Bank using secondary data sources.
This secondary information has been sourced from the internet and from business related
magazines and newspapers.
The second part of the study has been done using an exploratory research process and a
structured questionnaire was developed for this purpose. For the collection of primary data
this was the only method used. The reason I used this method because a need was felt for the
free influx of information about the products. Also this method allowed the use of skills
gained in class.

Sample Design:
The population considered for the purpose of the survey was people residing in Delhi and the
National Capital Region (NCR).

Sampling Technique Used:

Since the information required was not of a very technical nature and also looking at the
scope of the project and the extent of the target segment, the sampling technique employed
was Convenience Sampling. I administered the questionnaires.
Sample Size:
I have restricted the sample size to 50 respondents. This was done keeping in mind the time
constraints and the fact that I felt that this number would be enough to serve the information
needs required to show the trends.

Customer Satisfaction:
Customer satisfaction is equivalent to making sure that product and service performance
meets customer expectations. It is the perception of the customer that the outcome of a
business transaction is equal to or greater than his/her expectation. Customer satisfaction
occurs when the acquisition of products and /or services provides a minimum negative
departure from expectations when compared with other acquisitions and when the marginal
utility of a transaction is equal to or greater than preceding acquisitions.

Customer satisfaction occurs when the perception of the reward from the purchase of goods
or services by the customer meets or exceeds his/her perceived sacrifice. The perception is a
consequence of matching past purchase and consumption experience with the current
purchase.

Customer Service and Satisfaction:

When we talk about customer service and/or satisfaction, we talk about creativity. Creativity
allows us to handle or diffuse problems at hand or later on rather in the process of conducting
the everyday business. We talk about how, or what, does the organization have to do to gain
not only the sale but also the loyalty of the customer. We want to know the payoff of the
transaction both in the short and long term. We want to know what our customers Want? We
want to know if our customers are satisfied. Satisfaction, Of course, means that what we
delivered to a customer met the customer's Approval. We want to know if customers are
delighted and willing to come

Back, and so on. Fleiss 2 and Feldman 3 present examples of that delightfulness in their
writings. Fleiss has written about Ben and Jerry's ice cream and Feldman has discussed
excellence in a cab ride. As important as delightfulness is, some of us minimize it, or even
totally disregard it. At this point, we fail. Some of the issues that will guarantee failure in
sales, satisfaction, and loyalty are:
  Employees must adhere to a rigid chain of command
 Employees are closely supervised
 Conflict-in whatever form is not allowed
 Rewards are based on carrot-and-stick principles
 Wrong objectives are measure.
We must understand customer expectation levels concerning quality. We must also
understand the strategy for customer service quality, and next we must understand the
measurement and feedback cycles of Customer satisfaction.
The customer is the person or unit receiving the output of a process on the system. In fact, it
is worth emphasizing that a customer can be the immediate, intermediate, or ultimate
customer. Also, a customer may be a person or persons, or a process or processes. Customer
satisfaction, however, is when the customer is satisfied with a product/service that meets the
customer's needs, wants, and expectations.

There are at least three levels of customer expectations about quality:

Level 1. Expectations are very simple and take the form of assumptions, must have, or take it
for granted. For example, I expect the airline to be able to take off, fly to my destination, and
land safely. I expect to get the correct blood for my blood transfusion and I expect the bank to
deposit my money to my account and to keep a correct tally for me.

Level 2: Expectations area step higher than that of level 1 and they require some form of
satisfaction through meeting the requirements and/or specifications. For example, I expect to
be treated courteously by all airline personnel. I went to the hospital expecting to have my
hernia repaired, to be in some pain after it was done, to be out o the same day, and to receive
a correct bill. And I went to the bank expecting the bank teller to be friendly, informative, and
helpful with my transactions.

Level-3: Expectations are much higher than for levels 1 and 2. Level 3 requires some kind of
delightfulness or a service that is so good that it attracts me to it. For example, an airline
gives passengers travelling coach class the same superior food service that other airlines
provide only for first-class passengers. In fact, I once took a flight where the flight attendants
actually baked cookies for us right there on the plane. When I went to the hospital, I expected
staff to treat me with respect and they carefully explained things to me. But I was surprised
when they called me at home the next day to find out how I was doing. And at my house
closing, the bank officer, representing the bank holding y mortgage, not only treated me with
respect and answered all my questions about my new mortgage, but just before we shook
hands to close the deal he gave me a house warming gift.

Customer satisfaction survey helps to:

 Improve customer, client, or employee loyalty.

 React quickly to changes in the market.
 Identify and capitalize on opportunities
 Beat the competition.
 Retain or gain market share.
 Increase revenue.
 Reduce costs.

COMPANY’S EFFORT TO ENSURE SATISFACTION OF

CUSTOMERS:

Objectives of ICICI:-

 Promote good and fair banking practices by setting minimum standards in dealing
with you;
 Increase transparency so that you can have a better understanding of what you can
reasonably expect of the service;
 Encourage market forces, through competition, to achieve higher operating standards;
 Promote a fair and cordial relationship between you and your bank;
 Foster confidence in the banking system.

To help you to understand how our financial products and service work by:

 Giving you information about them in any one or more of the following language:
Hindi, English or the appropriate local language.
 Ensuring that our advertising and promotional literature is clear and not misleading.
 Ensuring that you are given clear information about our product and services, the term
and conditions and the interest rates/service charges, which apply to them.
  Giving you information on what are the benefits to you, how you can avail of the
benefits, what are their financial implications and whom you can contact for
addressing you queries.

To Help You Can Your Account Or Service By:

 Providing you regular appropriate updates.

 Keeping you informed about change in the internet rates charges or terms and
conditions.

INFORMATION:

You can get information on interest rates, common fees and charges through any one of the
following:

 Looking at the notices in our branches;

 Phoning our branches or help- lines ;
 Looking on our website;
 Asking our designated staff/help desk ;or
 Referring to the service guide/Tariff schedule.

Before You Become a Customer We will:

 Give you clear information explaining the key features of the services and products
you tell us you are interested in;
 Give you information on any type of products and services which we offer and that
may suit your needs;
 Tell you if we offer products and services in more than one way [for example,
through
 ATMs, on the internet, over the phone, in branches and so on] and tell you how to
find out more about them;
 Tell you what information you need from you to prove your identity and address, for
us to comply with legal, regulatory and internal policy requirements
Advertising, marketing and sales

 We will make sure that all advertising and promotional material is clear, and not
misleading.
 In any advertising in any media and promotional literature that draws attention to
banking service or product and includes a reference to an interest rate, we will also
indicate whether other fees and charges will apply and that full details of the relevant
terms and conditions are available on request.
 If we avail of the services of third parties foe providing support services, we will
require that such third parties handle your personal information (if any available to
such third parties ) with the same degree of confidentially and securities we would.
 We may from time to time, communicate to you various features of our products
availed by you. Information about our other products or promotional offers in respect
of our products/services, will be conveyed to you only i you have given your consent
to receive such information/service either by mail or by registering for the same on
our website or on our phone banking/customer service number.
 We have prescribed a code of conduct for our direct selling agencies (DSAs) whose
services we may avail ta market our products/services which amongst other matters
requires them to identify themselves when they approach you for selling our products
personally or through phone.
 In the event of receipt of any complaint from you that our representative/courier or
DSA has engaged in any improper conduct or acted in violation of this code, we shall
take appropriate steps to investigate and to handle the complaint and ta make good the
loss.

Privacy and confidentiality

We will treat all your personal information as private and confidential [even when
you are no longer a customer], and shall be guided by the following principles and
policies.
 CHAPTER - 5
DATA ANALYSIS & INTERPRETATION
1:- WHICH OF THE FOLLOWING ATTRIBUTES COMPELLED YOU TO MOST
OPEN SAVING ACCOUNT IN ANY BANK?

People like to open an A/c

10%

37%
21%
Saving Money
Cheque Book
Internet banking
15% ATM
17% Credit Service

2:- Which TYPE OF SERVICES PREFERS THE MOST by you?

Services prefermost by customer

5%
10% Net baking
ATM
15% Core Banking
50%
Mobile Banking
20% Retail Banking
3:- Which of the following banks do you have account?

25
Customer Having Bank A/C
20
20

15
11
Customer Having Bank
10 8
6 A/C
5
5

0
SBI ICICI Axis Hdfc others

4:- WHAT TYPE OF ACCOUNT DO YOU HAVE IN BANK?

60
Customer having A/C
50
50
43
40

30
Customer having A/C
20
10 12
10

0
Saving Current Fixed Account Others

5:- How would you know about these services?

Awareness

14%
29% Friend & Relatives
Selling Agent
Advertisement
36%
Others
21%
6:- What people think about the bank?

People think about Bank

Security
7% 11%
Saving
49%

33% Imosition of a burden of expenses

Others

7:- What a respondent see in purchase of new plan from Banks?

People see in Purchasing New Plan

18% Standing & goodwill oof the

company
41%
Producct range of the
company
28% Services being given by the
company
13%
Advertisement being released
by the company

8:- Is ICICI Bank provides better facilities then SBI and HDFC Bank?

Services

Yes No can't say

17%

61.00%
38%
9:- Do you know what type of value added service provide by ICICI Bank?

Awareness about Value Add Services

60
50
50
40
31 31
30
Awareness about Value
20 16
11 Add Services
10
0
Young Senior Recurring Pre-paid Others
star citien deposit cards

10:- How would you rate product offered ICICI Bank than other?

Very
Good Moderate Less Poor
Good
Rating 5 4 3 2 1

Product Range

8%
Very good
13% 34%
Good

Moderate
17%
Less
28% Poor
11:- How would you rate product service/ product vs. cost b ICICI Bank?

Cost

11% 14%
Very High
High
Moderate
30%
45% Less

12:- How would you divide 100 points on the basis of service provide by ICICI Bank?

Service provided by Bank

8%
28% Less formality
21%
Flexibility
Less Documentation
Others

43%

13:- How would you Rate services offered by ICICI bank?

Satisfaction

8% 12% Exteremely Satisfaction

Satisfaction
26%
Moderate
34%
Dissatisfaction
20% Exteremely Dissatisfaction
COMPETITIVE SWOT ANALSIS OF S.B.I WITH ICICI BANK

STRENGTHS WEAKNESSES

S - O Strategies W - O Strategies

Strength: Weakness:
Large Workforce
Capital base Responsiveness
OPPORTUNITIES

Opportunity: Opportunity:
Market Expansion Outsourcing of
Non-Core Business

Strategy: Strategy:
Deep Penetration Outsource
into Rural Market Customer Care &
other E-helps.

S - T Strategies W - T Strategies

Strength: Weakness:
Low operating cost Not equal to
International
Standards
THREATS

Threat: Threat:
Increased Entry of many
Competition from Foreign banks
others Pvt. Bank

Strategy: Strategy:
Steps to ensure Consider
Loyalty by old additional benefits
customers
 CHAPTER-6

FINDINGS, SUGGESTIONS AND CONCLUSION:

Findings:

1. It was found from the study that bank believes in quality service rather than quantity
of service.
2. The officials employed are very much enthusiastic about their job’
3. The officials try to make best relation with the customers.
4. There is separate counter for NRI services.
5. The limit of cash vault is Rs.10,00,000/- for a day.
6. The registers and files are maintained on a daily basis.
7. The registers are maintained in a well-organized manner.
8. The marketing strategy of the bank is very attractive.
9. The bank always tries to attract customers with innovative offers.
10. The bank is very keen to implement 5’s plan in its entire branch.
11. ICICI and SBI credit deposit ratio is on the side through ICICI banks show a little
decreasing trend to the extern of 2.24% over mar2007_ mar2008.
12. Both the bank investment deposit ratio is on the declining trend.
13. Both of the banks have shown better utilization of cash portfolio.
14. ICICI bank interest expenses to interest earned remains the same over 2 years where
as SBI shows reduction.
15. Other income ratio remains fluctuation in both the banks.
16. Increase income to total funds shows rising mode in ICICI whereas more or less it
remains at the level; the ratio of interest expenses to total funds shows an increase in
value in ICICI bank whereas in SBI interest expenses shows a Rising mode.
17. Operating expenses to total income shows a decreasing trend in ICICI bank whereas it
was on the rising side in SBI.
18. The ratio of non-interest income remains the same for ICICI for the past 2 years
whereas in SBI at shows a decline.
19. The stock witnesses some selling pressure in the coming days in ICICI bank.
20. The continuation pattern negates immediate bearish momentum on the stock and it’s
advisable to buy at declines. Short term investor can initiate a buy above 500 with a
target of 560-570.
SUGGESTIONS

 There is a need for improving the corporate dealing as it is a necessary for the survival of
any organisation 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.
CONCLUSION

Thus, ICICI has been able to use technology to provide value-added service to its customers
during the last few years. For ICICI, technology is an integral part of their business.
However, their overall progress could have been smoother but for certain internal and
external factor and also a pressure on spread due to a competitive market (Annual report,
2000-01). E-banking has become a necessary survival weapon and is fundamentally changing
the banking industry worldwide. Today, the click of the mouse offers customers banking
services at a much lower cost and empowers them with unprecedented freedom in choosing
vendors for their financial service needs. No country today has a choice-whether to
implement E- banking or not given the global and competitive nature of the economy. ICICI
have to upgrade and constantly think of new innovative customized packages and services to
remain competitive. The invasion of banking by technology has created an information age
and commoditization of banking service. ICICI have come to realise that survival in the new
economy depends on delivering some or all of their banking service on the Internet while
continuing to support their traditional infrastructure. The rise of E-banking is redefining
business relationship and the most successful banks will be those that can truly strengthen
their relationship with their customer. Without any doubt, the international scope of E-
banking provides new growth perspectives and internet business is a catalyst for new
technology and new business processes.
 BIBLIOGRAPHY:

1. MARKETING MANAGEMENT – PHILPS KOTLER

2. MARKETING RESEARCH – G.C.BERI
3. PRINCIPLES OF MARKETING – PHILPS KOTLER

1. Websites searched:

 www. icicibank. com

 www.onlinebanking.com
2. Books and authors:

 Banking theory law and practices by “Sundharam 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
 QUESTIONNAIRE
1. Name:_____________________________
Age: _____

2. Occupation
Service
Profession
Business
Others
3. Do you know about products & services of ICICI Bank
Yes
No

4. Have you ever opted for services & products from any other bank?
Yes
No

5. If Yes,
Which Bank have you taken from?
IDBI Bank
HDFC Bank
UTI Bank
CITI Bank

6. How often you visit your bank?

0-3 times
4-6 times
7-9 times
above 10 times

How did you come to know about the services & products?
Advertisement
Word of Mouth
Referred by your Friend
 Referred by relatives.

7. What made you select this particular bank for the services & products?
Convenient location
Procedures
Facilities
Working hours
Advertisement

8. How do you like the services & products by your bank?

Very good
Good
Neutral
Bad
Very bad

9. Would you like to make any suggestions about your bank?

________________________________________
________________________________________
________________________________________

________________________________________