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ABOUT HDFC BANK

The Housing Development Finance Corporation (HDFC) was amongst the first to
receive an 'in-principle' approval from the Reserve Bank of India (RBI) to set up a bank
in the private sector, as part of RBI's liberalization of the Indian Banking industry in
1994. The Bank was incorporated in August 1994 in the name of 'HDFC Bank Limited'
with its registered office in Mumbai, India. HDFC Bank commenced operations as a
Scheduled Commercial Bank in January 1995
HDFC Bank, the pioneer of the retail-banking movement in India, is one of the fastest
growing and most profitable banks in India with a strong urban presence. The bank,
with a market share of 2.5% has a wide reach across the country with a branch network
of 425 branches and 950 ATMs. Strong understanding of the retail sphere (46% of total
advances in 9mFY05) and technology initiatives has made the bank the second largest
private sector bank in the country. The bank has largely outpaced the sector growth over
the last few years, but of late the growth momentum has been subdued due to
competitive reasons.
HDFC Bank is headquartered in Mumbai. The Bank at present has an enviable network
of over 250 branches spread over 135 cities across the country. All branches are linked to
each other through an online real- time basis. Customers in 80 locations are also
serviced through Phone Banking. The Bank's expansion plans take into account the need
to have a presence in all major industrial and commercial centres where its corporate
customers are located as well as the need to build a strong retail customer base for both
deposits and loan products. Being a clearing/settlement bank to various leading stock
exchanges, the Bank has branches in the centres where the NSE/BSE have a strong and
active member base.
The Bank also has a chain of over 800 networked ATMs across these cities. Moreover,
HDFC Bank's ATM network can be accessed by all domestic and international
Visa/MasterCard,

Visa

credit/charge cardholders.

Electron/Maestro,

Plus/Cirrus

and

American

Express

HDFC Bank operates in a highly automated environment in terms of information


technology and communication systems. All the bank's branches have connectivity
which enables the bank to offer speedy funds transfer facilities to its customers. Multibranch access is also provided to retail customers through the branch network and
Automated Teller Machines (ATMs).
The Bank has made substantial efforts and investments in acquiring the best technology
available internationally to build the infrastructure required for a world-class bank. In
terms of software, the Corporate Banking business is supported by Flexcube, while the
Retail Banking business by Finware, both from i-flex Solutions Ltd. The systems are
open, scalable and web-enabled.
The Bank has prioritized its engagement in technology and the internet as one of its key
goals and has already made significant progress in web- enabling its core businesses. In
each of its businesses, the Bank has succeeded in leveraging its market position,
expertise and technology to create a competitive advantage and build market share.
The Bank has received recognition both nationally and internationally for 'The Best
Bank' on various parameters in publications like Euro money and Finance Asia.
The Bank's IT department has a total staff strength of 120 (approx.), with a mix of
functional and technical specialists. The project managers for new IT initiatives are
designated both from this group and from businesses. Almost all the project
development and application maintenance activities are outsourced to IT vendors.

Business Objectives
The primary objective of HDFC is to enhance residential housing stock in the country
through the provision of housing finance in a systematic and professional manner, and
to promote home ownership. Another objective is to increase the flow of resources to the
housing sector by integrating the housing finance sector with the overall domestic
financial markets.

Organizational Goals
HDFCs main goals are as follows:
Develop close relationships with individual households,
Maintain its position as the premier housing finance institution in the country,
Transform ideas into viable and creative solutions,
Provide consistently high returns to shareholders, and
To grow through diversification by leveraging off the existing client base.

. PRODUCTS OF HDFC BANK


1. Savings Account
It is a unique savings account in India, which helps you withdraw or deposit cash
through wide network of branches and ATMs across India.

e-Age Advantages
HDFC Bank uses state-of-the-art technology to give you an array of value-added
services.

ATM facility
Inter-city and inter-branch banking
Fund Transfers & Demand Drafts
sweep-In Account
Super Saver Account
Requirement for new account
2. Current account
The Advantages
You can access your account anytime and anywhere, to withdraw cash, deposit
cash/cheques, make balance inquiries or ask for mini-statements, or make a cheque
book request.
Useful inter-city banking
Safe & convenient intra-city banking

3. Sweep-In Account

With the Sweep-In Facility you can automatically transfer funds from your Fixed
Deposit to your Current Account whenever needed

4. Demat Account
Mutilated certificates, lost certificates, postal delays and counterfeit shares are a thing of
the past. Enter a world of safe, secure and convenient buying, selling and transacting
without suffering endless paperwork and delays. Convert your securities to electronic
format with the HDFC Bank Demat Account. It's as easy as opening a bank account.
HDFC Bank provides online access to your Demat Account, so that you can check your
holding using the Net Banking facility.

5. Private Banking
Private Banking is a comprehensive and exclusive service, offered by HDFC Bank, to
select high net worth individuals and institutions. The service is provided by an advisory
team specialized in financial and investment services. These experienced professionals
put together unbiased and objective guidance based on strong research and in-depth
analysis of financial instruments taking into account your financial goals and
requirements.
An experienced Relationship Manager serves as your one-point contact, for your
complete banking and investment needs and requirements.

6. Car loans
Car Loan - New Car Loans
HDFC Bank's Car Loans Scheme is the most convenient way to get a loan for your new
dream car.

7. Personal Loans
A wedding in the family. Maybe your house needs renovation. Or your daughter has
obtained admission to a medical college. These are moments in life when you may need

a helping hand. That's when you can rely on HDFC Bank Personal Loan. We offer all
kind of personal loan meeting your personal requirements in India.
The procedures are simple, documentation is minimal and approval is quick.

8. Home loans
Buying a property requires a complete knowledge of real estate and in today's complex
financial market it is difficult to choose the appropriate home loan company. HDFC
Bank brings home loans at your doorstep. With over 25 years of experience of our
parent company HDFC Ltd. and their dedicated team of experts offering a complete
package to meet your housing finance needs, and ever eager to guide you with a basket
of value added products and services.

9. Credit cards
To help you keep up with the changing times, HDFC Bank offers the finest payment
solutions, from Debit Cards to Credit Cards, all internationally valid.
Specifically, the HDFC Bank Credit Cards are available as two variants, the HDFC Bank
International Silver Card and the HDFC Bank International Gold Card

10. Net banking


Online Banking / Internet Banking
Now up-to-the second access anytime anywhere!
While many banks offer online banking or internet banking facilities, most of them do
not offer up-to-the-second account information. Which means that if a cheque issued by
you has been debited from your account in the morning, your account status will not
reflect this when you log-in to your account in the afternoon? That's because, the
account is updated at the end of each day and not instantaneously.

11. NRI SERVICES

NRI Banking Services


One Indian bank is keeping pace with global banking and staying in tune with your
changing needs - HDFC Bank.

DEPARTMENTWISE STUDY
1. FINANCE DEPARTMENT
1.1. INTRODUCTION OF FINANCE DEPARTMENT
In this modern era it is very easy to know how much important the finance is in the
business. As current position of the market is totally different from ancient where it was
very easy to get the finance. But now a days it is not so, it is very difficult task to raise
funds from market. As today people are facing lot of problem and have less confidence
on the market so it is difficult to raise fund without proper planning.
For the bank as it is a Financial Institution we can consider finance as lifeblood of this
business. The company should manage to get sufficient finance. The company should
use to keep proper planning for the finance of its own and also of the large no. of
depositors who are there with the bank. We can define financial management as a task
of acquisition and utilization of funds needed in the business in a manner so that
organizations goal can be achieved. In HDFC Bank, its chief Financial Officer and
Treasurer manage the finance. Due to proper policies and separate management the
company can have proper operation of finance.

ORGANIZATION OF FINANCIAL ACTIVITIES OF BANK

For the bank finance itself is the product now it is not an easy task to manage this
finance. As bank has to keep watch on the deposits of its millions of customers and also
it has to manage its own large financial base. As in recent it is popular No finance no
business, for the bank Finance itself is business.

There are different types of

organizational structure such as group organization, line organization, line and staff
organization. HDFC Bank has line of authority and line of authority is vertical i.e.
authority passes from top to bottom and responsibility passes from bottom to top level
management.
As HDFC Bank is very big company and it has large cliental base so it is very difficult
and complicated to manage its finance in proper way. There we need of concrete and
proper policies to have proper management of it. Because of big size of the bank one
cannot manage all the accounts of it alone. So, company has to appoint many different
persons so that there is proper maintenance of the funds of different persons is possible.

1.1

Human Resource Department for Over All HDFC

People had played a critical role in HDFCs success. Their skills and commitment had
proved to be one of HDFCs most important assets. Yet, in its desire to develop
human resources, HDFC consciously discouraged 'stars'. As a matter of policy, the
company did not recruit fresh MBAs from the top-rated schools-the favorite hunting
ground for most financial services companies in India. By doing so, HDFC avoided
the baggage that typically
competitive

came

along-ego,

jealousies,

and

an

aggressively

environment. HDFC hired people from the next-tier institutions who

tended to have more subdued personalities and were able to work jointly with
others. The management had a firm belief
harmonious

team-based

operations

that

the

efficiencies

and

synergy

of

far outweighed the cost of ignoring the best

intellectuals.
HDFC invested in augmenting the knowledge and skills of its frontline staff with a
focus on customers. A program me on Creating Value for HDFC Customers was
designed and offered to all frontline staff.

The HDFC School, an initiative that began in 2001, provided insights to frontline
staff, into the operations of HDFC, its products and processes and was facilitated by
senior line managers.

The

newcomers

as existing employees. The Intranet contained up to date

as

well

HDFC

Intranet

supported

self-paced

learning

for

information on products, processes, policies and procedures and the general business
environment.
principles
included
and

and

Line managers were trained in the art of facilitation and the latest
methods

managerial

of

skills,

experiential learning.
effective

Other

training

programmes

recovery techniques, sharing of best practices

self-motivation for the recoveries staff and team building programmes for

branches/departments.

2.4. Responsibilities of Human Resource Department.


HRD maintain daily attendance record through branch manager via E-mail.
Take decisions for approval regarding leave notes.
He takes the decision related to the recruitment, selection and training of the
candidates. He talks to the consultant related to the recruitment of the qualified
candidates. He also does screening of the candidates, shortlist the candidate and
takes the first round of the interview.
He maintains the database of the candidates to come for an interview. He also
maintains personal file of each employee. He also completes the joining formalities
of each new employee.
They are taking surprising visit in every branch and collect information about
employees.
He is responsible for the monthly salary of the employees as per their attendants and
passing to the Branch Manager.

2. MARKETING DEPARTMENT
3.1. INTRODUCTION OF MARKETING ACTIVITY BY BANK

As we know today in this competitive era marketing plays an important role for any
business to be with the market. As each and every small business should know skill of
marketing as it is one of the most important part of management. So for every company
it is important to have separate marketing department. We can define marketing as an
activity of satisfying human need by process of exchanging goods and services from
producer to consumers. The success of organization depends upon the marketing
activity.
Marketing involves activities related to the products. The activity which are done to
satisfy customer need in better way, it includes activities such advertising, publicity,
marketing research, distribution of products and services, sales promotion efforts etc. in
HDFC Bank marketing of its product is done by the different officers who are handling
that products. Here different services are allotted to different persons and they do
marketing of those products as per their requirement.

3.2

. ORGANIZATION OF MARKETING ACTIVITIES

Marketing department consist of different persons with their unique position. Each and
every company has its own marketing department. Marketing organization is consisting
of people, activity, authority, responsibility and relationship for the purpose achieving
marketing objectives.
HDFC Bank has several branch. Here HDFC Bank has its own marketing department at
its main office but in branch the various officers do the marketing activity, which are
handling different products in the branch. It is mixture of line and staff organization.
The main authority is lying with branch manager only. Various officers have to take his
permission to carry out the various activities in these regards.
Simple Organization Chart of Marketing Activity.
We can see from the chart that in each department of the branch there is one senior
officer. The departments are allotted as per different products types. So each senior
officer had appointed one Customer Advisory Team officer who handles different types

of salesmen. Other activities to support different product promotion also handled by


them.

ADVERTISING OUTLOOK IN BANKING SECTOR:


No longer a recluse in the world of advertising, Indian financial services are out there in
full force to grab customer attention offering rosy policies and even rosier dreams. On
the other hand, what the agency 'wallas' have to keep in mind is to refrain from making
any tall claims in the ads they churn out for these financial bodies... which in turn leaves
them with a very limited milieu to work on. And what with all the clutter, one can hardly
differentiate one ad from the other these days as far as this particular sector is
concerned. So what is the solution? As always, the clichd word "different" springs to
mind.
And different it is... The recently launched ad campaigns across the media for HDFC
Bank has sure caught on with people. When one thinks about the banks which advertise
in the media, the first (and maybe only) name that comes to mind is that of ICICI and its
larger than life brand ambassador - Amitabh Bachchan. Well, nothing as flamboyant as
that in the case of HDFC; though whatever has been done has been noticed, to say the
least!
The 'Don't Wait' hoardings of HDFC Bank seen all over the city
With a 360 degrees approach in advertising which covers television, radio, print and
outdoor; HDFC's ads with the tag line "We understand your world;" conceptualized
by Euro RSCG are surely making their presence felt. The message is clear and the
consumer connect is ubiquitous.

ADVERTISING SRATEGY
With so many financial services in the fray and all of whom advertise extensively, HDFC
makes a deliberate effort to differentiate itself from the rest. The bank's key strength lies
in their ability to consistently deliver a superior banking product. Not one to swagger
unlike some banks which announce products first and then figure out how to deliver

them, HDFC Bank believes in investing money in ensuring that the product is perfect.
That is one of the reasons behind its success and profitability.

HDFC Bank ad campaign:


How Different from Competitors is the main goal of the company while making the ad.
The campaign is-'We understand your world'
(Posted on 21 February 2004)

TARGET CUSTOMER:
The youth who is eager to settle down in life and the target customers are in the age
group of 24 to 30 years segment.

Media and Media strategy:


HDFC has adopted 360 degrees approach in advertising which covers television, radio,
print and outdoor. Also company has adopted wide coverage strategy with maximum
rich to the prospect customers.
While earlier, most financial services ads revolve around the aged; in the various
versions of the HDFC TVC (television commercial) there is a clear indication of targeting
the youth who is eager to settle down in life. Thus indicating a clear marketing thrust by
HDFC towards the youth - the 24 to 30 years segment. The reason behind it is that,
"Banking is a habit that forms early in life. To that extent all banks focus on the youth
and young professionals. This is not a new thrust from HDFC Bank, but the trend has
been there for a while now."
(Source: www.exchange4media.com)

IMPORTANCE OF CUSTOMER SERVICE IN ICICI BANK


Bank is a commercial institution of outfit marketing financial products.

Service performances, production and consumption of services occurs


simultaneously. Therefore, the frontline people and their interaction with
customers, thus everyday postures, gestures, actions, reactions, emotions,
activities and impressions contribute significantly in projecting a particular
image of the bank distinguishing it from the rest of the field. Further
customer service has a tremendous retention-value. If they can not retain a
customer, all their efforts in terms of time and money in creating and
winning a customer would be a sheer waste. Besides, it is found that
retaining customer is often cheaper than finding a new customer. In
addition to that satisfied customers recommended the business to others.
Thus a customer is vietheyd as a long-term relationship rather than a party
to a stray single transaction. The initial transaction is taken as the starting
point and opportunity to establish a relationship through providing total
customer satisfaction, which in turn will ensure further business, from him.
This is what they term as relationship banking.
Qualitative customer service and total satisfaction forms the edifice of
Relationship Banking.

7 Ps OF MARKETING OF ICICI BANK


Marketing of services by ICICI bank

1. PRODUCT MIX
A)DEPOSITS:
Savings Account:
ICICI Bank offers a potheyr packed Savings Account with a host of
convenient features and banking channels to transact through, without the
stress of waiting in queues.
Senior Citizen Services:
ICICI understands that a Savings Account needs to do more after one
reaches the age of seniority. They have an ideal Savings Bank Service for
those who are 60 years and above
Fixed Deposits:
Safety, Flexibility, Liquidity and Returns. A combination of unbeatable
features of the Fixed Deposit from ICICI Bank.

Recurring Deposits:
Through ICICI Bank Recurring Deposit one can invest small amounts of
money every month that ends up with a large saving on maturity. So one
can enjoy twin advantages- affordability and higher earnings.
B) INVESTMENTS:

ICICI Bank Tax Saving Bonds


Government of India Bonds
Investment in Mutual Funds
Initial Public Offers by Corporates
Investment in "Pure Gold"
Foreign Exchange Services
Senior Citizens Savings Scheme, 2004
C) ANYWHERE BANKING:
ICICI Bank is the second largest bank in the country. It services a customer
base of more than 5 million customer accounts through a multi-channel
access network. This includes more than 500 branches and extension
counters, over 1800 ATMs, Call Centre and Internet Banking. Thus, one can
access the various services ICICI Bank has to offer at anytime, anywhere
and from anyplace
D) LOANS:
ICICI Bank offers wide variety of Loans Products to suit the customers
requirements. Coupled with convenience of networked branches/ ATMs
and facility of E-channels like Internet and Mobile Banking, ICICI Bank
brings banking at their doorstep
Home Loans
Some of the key benefits for HOME LOAN are:

Guidance throughout the process


Home loan amounts suited to ytheir needs
Home Loan tenure up to 20 years
Simplified Documentation
Doorstep Service
Sanction approval without having selected a property.
Free Personal Accident Insurance
Insurance options for ytheir home loan at attractive premium
Personal Loans
Key Benefits of ICICI Bank Personal Loan:
Loan up to 15 lacks
No security/guarantor required
Faster Processing
Minimum Documentation
Attractive Interest Rates
12-60 Months repayment options
Car Loans
ICICI offer loans up to 100% of `on-road' cost on select models, and up to
95% of the ex-showroom price on others. The process for getting a loan
involves only a few simple steps and they will tailor-make the loan to suit
ytheir needs.

1. Loan on Phone for Customers: If you are an ICICI Bank customer, Go for
a pre-approved car loan. Call Customer Care numbers or sms "carloan "
to567676.
2. Loan on the Strength of Ytheir Income: Submit income proofs as
required and avail of finance up to 100% of the `on-road' cost of the car!*
3. Loan in the absence of Income Proof: ICICI offer car loan for customers
without income proof on producing the bank statement, loan repayment
track record, etc.
4. Car Loans with Fixed and Floating Interest Rates: ICICI Bank now offers
new car loans with both fixed and floating interest rate options. The
customer can opt for fixed interest rate or floating interest rate for taking a
car loan from ICICI Bank according to his/her discretion.
Farm Equipment Loans
Preferred financier for almost all leading tractor manufacturers in the
country. Financing farm equipments in over 381 locations spread across the
country. Fast processing of files with easy documentation. 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 6 years.
Loan against Property
Loan against Property is the perfect way to unlock the hidden value of
ytheir property. With this loan, you can fully benefit from life's little
surprises you may have earlier passed over due to lack of funds. Live ytheir
dreams with a This multi-purpose loan puts funds at ytheir disposal to use
as you wish. This loan is available at a reasonable rate and can be repaid
comfortably over as many as 15 years. The ICICI Bank's Loan against
Property can be used for any purpose.
Expand ytheir business - No longer do you have to stifle ytheir creative
ideas. With funds at ytheir disposal, you can now expand ytheir business
without hesitation. ICICI helps you to meet all ytheir expenses with ease-when you take an ICICI Bank Loan against Property.

Send ytheir child for higher studies - Education is the cornerstone of


ytheir family's progress. With a Loan against Property, you can empotheyr
ytheir son or daughter to grow into an outstanding achiever.
Get ytheir child married - Put aside all ytheir monetary worries and
celebrate ytheir childs theydding with pomp and splendor. Meet all ytheir
expenses with easewhen you take an ICICI Bank Loan Against Property.
Farmer Finance
Providing finance to the farmer for his various needs of inputs and
consumption in the form of crop loans, dairy loans and loans for allied
activities to agriculture like irrigation etc. for input needs and auto loans
(two, three and ftheir wheeler) and personal loans for consumption needs.
The customer can also avail of working capital term loan for setting up a
poultry project. Flexible repayment pattern and tenure to align to the cash
flow of the customers.
Rural Education Loan
ICICI Bank Rural Educational Institution Finance (REI) caters to the need
of privately runs Educational Institution based out of Rural, Semi Urban
and outside city limit locations. The product is designed to cater to the
specific needs of the education institutions. New products and features in
the existing product are introduced based on regular customer feedback.
E) CARDS:
ICICI Bank offers a variety of cards to suit different transactional needs of
customers. This includes Credit Cards, Debit Cards and Prepaid cards.
These cards offer convenience during financial transactions like cash
withdrawal, shopping and travel. These cards are widely accepted both in
India and abroad.
Credit cards
ICICI Bank Credit Cards offer a smart way to shop, along with
flexibility and convenience in managing ytheir finances. Choose from a
wide range of credit cards designed to cater to ytheir specific lifestyle
requirements.

Commercial cards
ICICI Bank Commercial Cards have been designed as payment solutions
for large & mid-sized organizations. A widely accepted concept
internationally, Commercial Cards help to better streamline payment
processes & thus increase efficiencies.
Business Card
The ICICI Bank Business Card is aimed at SMEs as an enabler for their
business. The Business card is a smart alternative to cheques, cash, and
personal credit cards. With its purchasing convenience, cost savings,
available credit, and detailed reporting facilities, the ICICI Bank Business
Credit Card offers what ytheir business needs to stay on top.
Travel Card
Presenting ICICI Bank Travel Card. The hassle free way to Travel the
world. Traveling 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 based security. Has the convenience of usage of
Credit or Debit card.
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 3.5 Lakh
merchants in India and 24 million merchants worldwide.
F) DEMAT SERVICES:
ICICI Bank Demat Services boasts of an ever-growing customer base of
over 7 lacs account holders. In their continuous endeavor to offer best of
the class services to customers they offer the following features:
E-Instructions:
Transfer securities 24 htheirs a day, 7 days a theyek through Internet &
Interactive Voice Response (IVR) at a lotheyr cost.

Digitally Signed Statement:


Corporate Benefit Tracking:
Mobile Request:
Mobile Alerts:
G) MOBILE BANKING:
With ICICI Bank, banking is no longer what it used to be. ICICI Bank offers
Mobile Banking facility to all its Bank, Credit Card and Demat customers.
ICICI Bank Mobile Banking enables you to bank while being on the move.
ICICI Bank Mobile Banking can be divided into two categories of facilities:
Alert facility: The ICICI Bank Mobile Banking Alert facility informs you
promptly of the significant transactions in ytheir accounts. It keeps you
updated wherever you go.
H) NRI SERVICES:
ONLINE MONEY TRANSFER facility available to NRIs worldwide through
www.money2India.com at the click of a button!
Benefits:
FREE Money transfers into accounts with over 30 banks in India
Demand Drafts issued and payable at over 1250 locations in India
ONLINE Tracking of the status of ytheir funds
SUPERIOR Exchange rates
OFFLINE MONEY TRANSFER facility is also available across
geographies through

2. PRICING MIX:
The pricing decisions or the decisions related to interest and fee or
commission charged by banks are found instrumental in motivating or

influencing the target market. The RBI and the IBA are concerned with
regulations. The rate of interest is regulated by the RBI and other charges
are controlled by IBA. The pricing policy of a bank is considered important
for raising the number of customers vis--vis the accretion of deposits. Also
the quality of service provided has direct relationship with the fees charged.
Thus while deciding the price mix customer services rank the top position.
The banking organizations are required to frame two- fold strategies. First,
the strategy is concerned with interest and fee charged and the second
strategy is related to the interest paid. Since both the strategies throw a
vice- versa impact, it is important that banks attempt to establish a
correlation bettheyen two. It is essential that both the buyers as theyll as
the sellers have feeling of winning.
Pricing Bank Products Starts With Three Basic Questions.
1. What rate does the bank need to meet its financial objectives?
The answer is, it depends.
Some considerations for loan and deposit pricing are:

Related income taxes

Earning assets to total assets

Equity-to-asset ratio

Pricing for the activities and risks associated with the product

Asset and liability mix

Another element to consider in the pricing of earning assets is the risk of loss. Most
notably, this is relevant in loan pricing. A Many banks assign a risk weighting to
individual loans over a certain size or based on loan type and assign a credit risk charge
based on those ratings.
Customer relationships are difficult to assign a value to in the pricing process. A
Customers will generally press for some price concessions in consideration of other
relationships they have with the bank.
Asset and liability mix also impacts pricing results. Generally speaking, banks operating
with higher loan-to-asset ratios are able to afford to pay more for deposits. A Likewise,
banks can afford to be more competitive on certain deposit products if they have fewer
maturities in a particular timeframe or less total outstanding balances in a product line.

2. What is the market rate for the core product?


Customers have more distribution channels available to them today than at any other
point in history. A In the past 10 years, the number of bank locations has increased
20%. Of course, there are the mortgage bankers, the Internet, and a host of other
financial service providers competing for your customers loan and deposit business.
The point is, the competitive marketplace always ensures that if a financial institution is
charging too much for loans or paying too little for deposits, its share of the market will
likely dwindle as existing and prospective customers find alternative providers. A You
can do all the math you want to determine required pricing points, but if your pricing is
uncompetitive, your market share will shrink.
3. What would the bank have to do to sales and operations to make its rates
the most competitive in its market?
Pricing is a key issue for the associates who sell bank products to your customers. A The
fact is, lenders want the lowest rates, and people dealing with depositors want to pay the
highest rates. A You need the right balance of fee income, strategies to reduce operating
costs, and a healthy asset and liability mix to change your required pricing.

3. PLACE MIX:
This component of marketing mix is related to the offering of services. The
services are sold through the branches. The 2 important decision making
areas are:
Making available the promised services to the ultimate users
Selecting a suitable place for bank branches.
The number of branches OF ICICI: 1900 in India and 33 in Mumbai.
4. PROMOTION MIX:
The different components of promotion help bank professionals in
promotion the banking business.
Advertising: Television, radio, movies, theatres. ICICI uses this
component of the promotion mix with the motto of informing, sensing and

persuading the customers. The advertising professionals bear the


responsibility of making the appeals, slogans, messages more creative.
Print media: Hoardings, newspaper, magazines. There are a number of
devices to advertise, such as broadcast media, telecast media and the print
media
Publicity: road shows, campus visits, sandwich man, Sponsorship
Sales promotion: Gifts, discount and commission, incentives, etc. ICICI
also thinks in favtheir of promotional incentives both to the bankers as
theyll as the customers. The banking organizations make provisions for
incentives
Personal selling: Cross-sale (selling at competitors place), personalized
Service. The personal selling is found instrumental in promoting the
banking business. It is just a process of communication in which an
individual exercise his/her personal potentials, tact, skill and ability to
influence the impulse buying of the customers. Since ICICI gets immediate
feedback, the personal selling activities energies the process of
communication very effectively.
Telemarketing: ICICI one sterile Call center

MARKETING MIX IN BANKING INDUSTRIES

TYPES OF COMPLAINTS BEFORE BANKING OMBUDSMAN


8. What sort of disputes can the Banking Ombudsman consider?
The Banking Ombudsman can receive and consider any complaint relating
to the following deficiency in banking services:

non-payment or inordinate delay in the payment or collection of


cheques, drafts, bills, etc.;

non-acceptance, without sufficient cause, of small denomination


notes tendered for any purpose, and for charging of commission for
this service;

non-acceptance, without sufficient cause, of coins tendered and for


charging of commission for this service;

non-payment or delay in payment of inward remittances ;

failure to issue or delay in issue, of drafts, pay orders or bankers


cheques;

non-adherence to prescribed working hours;

failure to provide or delay in providing a banking facility (other than


loans and advances) promised in writing by a bank or its direct selling
agents;

delays, non-credit of proceeds to parties' accounts, non-payment of


deposit or non-observance of the Reserve Bank directives, if any,
applicable to rate of interest on deposits in any savings, current or
other account maintained with a bank ;

delays in receipt of export proceeds, handling of export bills,


collection of bills etc., for exporters provided the said complaints
pertain to the bank's operations in India;

refusal to open deposit accounts without any valid reason for refusal;

levying of charges without adequate prior notice to the customer;

non-adherence by the bank or its subsidiaries to the instructions of


Reserve Bank on ATM/debit card operations or credit card
operations;

non-disbursement or delay in disbursement of pension to the extent


the grievance can be attributed to the action on the part of the bank
concerned, (but not with regard to its employees);

refusal to accept or delay in accepting payment towards taxes, as


required by Reserve Bank/Government;

refusal to issue or delay in issuing, or failure to service or delay in


servicing or redemption of Government securities;

forced closure of deposit accounts without due notice or without


sufficient reason;

refusal to close or delay in closing the accounts;

non-adherence to the fair practices code as adopted by the bank; and

any other matter relating to the violation of the directives issued by


the Reserve Bank in relation to banking or other services.

deficiency in Internet banking services

non-adherence to the provisions of Fair Practices Code for lenders as


adopted by the banks or Code of Banks Commitment to Customers

non-observance of Regulatory guidelines on engagement of recovery


agents by the banks

What happens when a complaint is received by the Banking


Ombudsman?

The Banking Ombudsman endeavours to promote, through


conciliation or mediation, a settlement of the complaint by agreement
between the complaint and the bank named in the complaint.

19. What happens if the bank makes an offer to settle?

If the terms of settlement (offered by the bank) are acceptable to the


complainant in full and final settlement of his complaint, the Banking
Ombudsman will pass an order as per the terms of settlement which
becomes binding on the bank and the complainant.

20. What happens if the complaint is not settled by


agreement?

If a complaint is not settled by an agreement within a period of one


month, the Banking Ombudsman proceeds further to pass an award.
Before passing an award, the Banking Ombudsman provides
reasonable opportunity to the complainant and the bank, to present
their case.

21. What will the Banking Ombudsman consider for passing


an award?

For passing an award, the Banking Ombudsman is guided by the


documentary evidence placed before him by the parties, the

principles of banking law and practice, directions, instructions and


guidelines issued by the Reserve Bank of India and such other factors,
which in his opinion are necessary in the interest of justice.