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1: INTRODUCTION
Kotak Mahindra Bank is an Indian financial service firm established in 1985. It was
previously known as Kotak Mahindra Finance Limited, a non-banking financial company.
In February 2003, Kotak Mahindra Finance Ltd, the group's flagship company was given the
licence to carry on banking business by the Reserve Bank of India (RBI).
Kotak Mahindra Finance Ltd. is the first company in the Indian banking history to convert
to a bank. Today it has more than 363 branches, 20,000 employees and 10,000 crore in
revenue.Mr. Uday Kotak is Executive Vice Chairman & Managing Director of Kotak Mahindra
Bank Ltd.In July 2011 Mr. C. Jayaram and Mr. Dipak Gupta, whole time directors of the Bank
,were
appointed Joint Managing Directors of Kotak Mahindra Bank. Dr. Shankar Acharya is the
chairman of board of Directors in the company .The Bank has its registered office at Nariman
Bhavan, Nariman Point, Mumbai Kotak Mahindra bank reached the top 100 most trusted brands
of Indiain The Brand Trust Report published by Trust Research Advisory in 201.
Established in 1985 by Uday Kotak, is an Indian financial services conglomerate. In February
2003, Kotak Mahindra Finance Ltd. (KMFL), the Group's flagship company, received a banking
licence from the Reserve Bank of India (RBI). With this, KMFL became the first non-banking
finance company in India to be converted into a bank Kotak Mahindra Bank Limited (KMBL).
In a study by Brand Finance Banking 500, published in February 2014 by the Banker magazine
(from The Financial Times Stable), KMBL was ranked 245th among the world's top 500 banks
with brand valuation of around half a billion dollars ($481 million) and brand rating.
Kotak Mahindra Bank Ltd, which this year completed Indias largest banking acquisition, is
foreseeing more takeovers among domestic lenders struggling to revive profits as they battle bad
loans.
Weaker state-run banks should be allowed to merge with stronger counterparts to energize a
segment that has almost twice the level of stressed assets than the national rate, according to C.
Jayaram, joint managing director of Mumbai-based Kotak Mahindra. As the largest shareholder,
the government needs to approve any proposal to merge lenders it controls.

India has one of the worlds most fragmented banking industries, with 47 domestic lenders
owning national networks that compete for a slice of $1.3 trillion of deposits. A stronger banking
industry would improve access to creditan element missing from Prime Minister Narendra
Modis efforts to boost the countrys economy.
Theres a lot of scope for consolidation in Indias banking system, Jayaram said in an interview
in Mumbai last month. There is no good reason for having so many banks on a stand-alone
basis in the country, whether it be state-run banks or old private-sector banks.
Kotak Mahindra completed in April its Rs.15,000 crore takeover of ING Vysya Bank Ltd, a
transaction that created Indias fourth-largest private sector bank by assets with more than 1,200
branches.
The Vysya acquisition gave the bank founded by billionaire Uday Kotak a presence in the
countrys south as well as in small and medium-sized business banking. Kotak Mahindra had a
return on equity that was 4 percentage points higher than Vysyas before the deal was announced.
Return on equity in the Indian banking system fell to 9.4% in the year ended March 2015, the
lowest since at least 2007, central-bank data show.
Modis cabinet will soon consider a proposal to combine Bharatiya Mahila Bank, a government
lender that focuses on female borrowers, with State Bank of India (SBI), people briefed on the
matter said on 30 June Maintaining BMB as a separate entity would have required a large capital
infusion by the government, the people said.
Consolidation in the countrys banking system should start with state-run banks, said Hatim
Broachwala, a banking analyst at Nirmal Bang Institutional Equities Ltd in Mumbai. That
should be the priority, as many of the smaller lenders are struggling with low profitability, high
bad-loan ratios and limited capital. Three government-controlled banksUnited Bank of India,
Central Bank of India and Indian Overseas Bankhad stressed-asset ratios of about 20% at the
end of March, data provided by the finance ministry show.

That compares with the banking systems 11.1%, the highest since 2002, and 8.4% for State
Bank of India, the countrys biggest by assets. High levels of soured debt curtail the profitability
of many banks, making them reluctant to lend.
Public-sector banks have their own share of problems due to capital shortage and nonperforming loans, Jayaram said. There is a case for the merger of better-managed PSBs and the
not-so-well managed, said Jayaram.
The banker advocates the creation of a so-called bad bank to dispose of government banks nonperforming loans, akin to the entity created by Barclays Plc chief executive officer Antony
Jenkins in 2014 to harbor 115 billion ($180 billion) of unwanted assets
That is the only way in which you can let those public-sector banks free and build their
businesses going forward, Jayaram said.
Kotak Mahindra, based in Mumbai, had a stressed-asset ratio of 2.1% as of March, and a net
interest margin of 4.9%, the highest among 40 publicly traded banks in India, according to an
exchange filing.
Shares of the lender have surged 18-fold in the past decade, about four times the growth in the
10-member S&P BSE India Bankex Index. Jayaram is projecting loan growth of about 20% in
the year to 31 March, compared with 25% in the previous fiscal year.Bloomberg

BANKING IN INDIA

Kotak Mahindra Bank is an Indian private sector banking headquartered in Mumbai,

Maharashtra, India. In February 2003, Reserve Bank of India (RBI) gave the licence to Kotak
Mahindra Finance Ltd., the group's flagship company, to carry on banking business.
It offers a wide range of banking products and financial services for corporate and retail
customers through a variety of delivery channels and specialized subsidiaries in the areas of
personal finance, investment banking, life insurance, and wealth management
As of 30 September 2014, Kotak Mahindra Bank has a network of 641 branches and over 1,159
ATMs spread across 363 locations in the country. The bank,
Any product that can be used for commerce or an article of commerce which his traded on an
authorized Mutual funds exchange is known as Mutual funds.The article should be movable of
value, something which is bought or sold and which is produced or used as the subject or barter
or sale.In order to be a successful trader, we must understand the true realities of them markets.
We must learn how the professionals make money and what is possible. Most traders come into
Mutual funds, lose a substantial portion of their capital and then leave trading without ever
having a correct perception of what good trading is all about . future trading involves
greater risks than buying stocks. However, we would like to inform you that we will experience a
Mutual funds market in the next decade or so. Mutual funds prices in the coming years will be
influenced by two the forces of deflation and inflation. If deflationary forces dominate,
commodity prices will tend to decrease; if inflationary forces dominate, commodity prices wil
ltend to increase. However, this is not always and necessarily the case . promoting pie-in-thesky prediction mechanisms and concentrate on finding and in futures contracts are similar to
Options. Both represent actions that occur in future. But Options are contract on the underlying
futures contract where as futures are either to accept or deliver the actual physical commodity. To
make a decision between using a futures contract or an options contract, producers need to
evaluate both alternatives which has garnered positive reviews from its customers and clients
before its merger with ING V ysy, had around 29,000 employees. [ In 2014, it was the fourth
largest private bank in India by market capitalization.
This project is based on Consumer Behaviour toward s Kotak Mahindra Bank. Kotak Mahindra
Bank has various types of Current and Savings account whose feature are described below. These

accounts are prepared keeping in mind various classes of people and their needs. Different
accounts have different facilities. Therefore Kotak Mahindra Bank is one place for all the
banking needs.
Apart from the description of the various kinds of accounts, the project includes the SWOT
analysis of Kotak Mahindra Bank, its feature and the facilities providing its strength, the
weaknesses were determined by performing survey among the general public, opportunities and
threats. Due to Udaipur being an upcoming business sector, Kotak Mahindra Bank has great
opportunity to provide its services to these business houses. The major threat that Kotak
Mahindra Bank is facing is that from the nationalized and private banks like ICICI bank, HDFC
bank, SBI, IDBI bank, etc. The project covers the performance of Kotak Mahindra Bank in
Udaipur

In a study by Brand Finance Banking 500, published in February 2014 by the Banker magazine
(from The Financial Times Stable), KMBL was ranked 245th among the world's top 500 banks
with brand valuation of around half a billion dollars ($481 million) and brand rating of AA

OBJECTIVES

Proper Understanding and Analysis Of Banking Industry

TO KNOW ABOUT BANK AWARENESS OF KOTAK MAHINDYA BANK AND
CUSTOMERS PREFERENCE ABOUT KOTAK MAHINDRA BANK
CONDUCT MARKET SURVEY ON A SAMPLE SELECTED FROM THE CUSTOMER ON
DERIVED OPINION ON THE RESEARCH

ALONG WITH IT I WILL BE GAINING THE THOROUGH KNOWLEDGE OF BANKING

SECTOR .THIS WILL GIVE ME THE MORE CONFIDENCE IN MARKETING PRODUCTS
GIVE TO ME
AS A KOTAK MAHINDRA BANK
CHANCE

WELL REPUTED BANK IN INDIA ITS GREAT

FOR ME TO OBSERVED DIFFERENT PRODUCT LAUNCH BY OTHER

COMPETIORS COMPANIES LIKE ICIC BANK HDFC BANK

1.3

RESEARCH AND METHODOLOGY

As the tithe of the project suggests the purpose to study the access of prudential in area like
Pitampura .Research comprise defining and redefining problems, formulating hypothesis or
suggested solutions; collecting, organizing and evaluating data; making deductions and reaching
conclusions; and at last carefully testing the conclusions to determine whether they
fit the formulating Hypothesis .In short, the search for Knowledge through Objective and
Systematic method of finding solutions to a problem is Research.
The methodology adopted in conducting this survey was quite simple .First there was collection
of data from various sources including personal interview. Then after scanning and properly
analyzing and interpreting the information available on hand, a final report was prepared
SECONDARY DATA.
For the company information I had used secondary data likebrochures, web site of the company
etc .The Method used by me is Survey Method as the research done isDescriptive Research.
RESEARCH INSTRUMENTS
Selected instrument for Data Collection for Survey is Questionnaire.
SAMPLE SIZE:
The survey is conducted among 155 respondents.Simple statistical tools have been used in the
present study toanalyze and interpret the data collected from the field. The study has
used percentile method and the data are presented in the form of diagrams

LIMITATIONS

The study could not be made that comprehensive due to tim constraints. Some customers
feel uncomfortable to reveal some personal information relating to income etc. it might
have happened that some more essential information could have been collected.

Time constraint.

Biases and non-cooperation of the respondents.

Financial constraint.

Geographical selectivity in study limiting to Delhi city only.

People are not interested in giving personal opinion

2:KOTAK MAHINDRA BANK PROFILE

The Kotak Mahindra Group has long been one of Indias most reputed financial organizations.
In Feb 2003, Kotak Mahindra Finance Ltd., the groups flagship company was given the license
to carry on banking business by the Reserve Bank of India (RBI).This approval creates banking
history since Kotak Mahindra Finance Ltd is the first company in India to convert to a bank. The
license authorizing the bank to carry on banking business has been obtained from the RBI in tune
with Section 22 of the Banking Regulation Act 1949.
KMBL was promoted by Mr. Uday .S.Kotak, Kotak and Company Ltd and Mr. Sidney &A.A
.Pintounder the name of Kotak Capital Management Finance Ltd on 21st Nov 1985 and obtained
Certificate of Commencement of Business on 11th Feb 1986The bank customers have access to
entire VISA network of 4500 ATMS in India and800000ATMS worldwide accepted in more
than 56000 establishments across India and 10 million worldwide. The customer also has access
to over 800 ATMs with sharing arrangements with UTI BANK, of these 125 are in the NCR

HISTORY OF KOTAK BANK

. The Bank has over 245 branches, a customer base of over 8 lakh and has
spread all over India. The Bank offers complete financial solutions for infinite
needs of all individual & non-individual customers depending on the
customer's need - delivered through a state of the art technology platform.
They also offer investment products like Mutual Funds, Life Insurance,
retailing of gold coins and bars etc. Apart from Phone banking and Internet
banking, they offer convenient banking facility through Mobile banking, SMS
services, Netc@rd, Home banking and BillPay facility among others. The

Depository services offered by the Bank allows the customers to hold equity
shares, government securities, bonds and other securities in electronic or
Demat forms. Their Salary 2 Wealth offering provides comprehensive
administrative solutions for Corporates with features such as easy and
automated web based salary upload process thereby eliminating the paper
work involved in the process, a dedicated relationship manager to service
the corporate account, customized promotions and tie - ups and many such
unique features. The Bank offers comprehensive business solutions for the
business community that includes the Current Account, Trade Services, Cash
Management Service and Credit Facilities. Their Wholesale banking products
offer business banking solutions for long-term investments and working
capital needs, advice on mergers and acquisitions and equipment financing.
The Bank addresses the entire spectrum of financial needs of Non-Resident
Indians. Their tie-up with the Overseas Indian Facilitation Centre (OIFC) as a
strategic partner gives them a platform to share their comprehensive range
of banking & investment products and services for Non Resident Indians
(NRIs) and Persons of Indian Origin (PIOs). The bank has overseas
subsidiaries with offices in Mauritius, London, Dubai, Singapore, New York &
San Francisco. The overseas subsidiaries are mainly engaged in investment
advisory and investment management of funds, Equity & Debt Trading,
management of GDR/ FCCB issuances, broker & broker dealer activities and
investments. Kotak Mahindra Bank Ltd was incorporated in the year 1985
with the name Kotak Capital Management Finance Ltd. In April 8, 1986, the
company's name was changed Kotak Mahindra Finance Ltd. They started bill
discounting activity. In the year 1987, they entered into lease and hire
purchase market. In the year 1990, they started car finance division and
during next year, they started investment banking division. Alsom they took
over FICOM, one of India's largest financial retail marketing networks. In the
year 1994, the company formed Kotak Mahindra International in Mauritius
and opened an office in Dubai. They formed Kotak Mahindra (UK) formed with
office in London. In the year 1996, the car finance business was hived off into

a separate company, namely Kotak Mahindra Primus Ltd and Ford Credit took
a 40% stake in Kotak Mahindra Primus. In the year1998, they formed Kotak
Mahindra Inc with office in New York. In the year 2001, Kotak Securities Ltd
became a subsidiary company. In February 2003, the company was given the
license to carry on banking business by the Reserve Bank of India (RBI). This
approval created banking history since Kotak Mahindra Finance Ltd is the
first non-banking finance company in India to convert themselves into a bank
as Kotak Mahindra Bank Ltd. In March 2003, they commenced banking
operations. The Bank started their operations in New Delhi by inaugurating a
branch. They entered into ATM sharing agreement with UTI Bank (now known
as Axis Bank), in which the Bank customer's were free to access around 800
ATM's. They unveiled several home finance products options that include
Home Loan, Home Equity Loan, Home Loan Transfer and Home Improvement
Loans. Also, they launched online remittance services called FUNDS to HOME
for Non-resident Indians. In January 2005, the Bank opened 29th retailbanking branch at Mehsana in Gujarat. In February 2005, they launched
Rajajinagar extension counter in Bangalore and launched free Mobile Banking
facility. Also, they launched their branch at Chennai, Tamilnadu. In February
23, 2005, they opened their retail-banking branch in the business capital of
Madhya Pradesh. In March 2005, they opened their eighth retail-banking
branch at Napean Sea Road in Mumbai. In May 2005, the Bank opened new
retail-banking branch at Parry's Corner in Chennai. In June 2005, they opened
two retail-banking branches in Delhi at Safdarjung Enclave and Punjabi Bagh.
In October 4, 2005, the Bank acquired 40% stake in Kotak Mahindra Primus
Ltd (KMP) held by Ford Credit International (FCI) thereby giving the Bank and
their subsidiary, complete ownership of KMP. Simultaneously, they also sold
their stake in Ford Credit Kotak Mahindra Ltd (FCKM) to FCI. In September
2006, the Bank acquired 51% of the paid up Share capital of Kotak Mahindra
Securities Ltd (KMSL) by way of preferential allotment of shares by KMSL to
the Bank. In March 2007, the Bank entered into a subscription agreement
with International Finance Corporation, whereby the Bank will issue Upper

Tier II Subordinated Bonds by way of Debentures of the value of USD 45

million with the final maturity of over 15 years. During the year 2007-08, the
Bank increased 73 new full fledged branches & 179 new ATMs, taking the
network size to 178 branches and 314 ATMs. They added n new products &
services like Gold debit card, smart fee (a fee solution for Educational
Institutions), a GPRS based mobile banking, Bill presentment and payment
facility, online term deposits etc to meet the needs of the customers. In
September 2007, Kotak Mahindra Icn set up a branch in San Francisco.
During the year 2008-09, the Bank added 39 branches and 74 ATMs taking
the total network size to 217 branches and 387 ATMs (including 175 off site
ATMs). They introduced several new features like, Online password, two
factor authentication, improved features for security of fund transfers, e-tax
payment facility, auto payment of bills, PIN based IVR. During the year 200910, the Bank 32 branches, 77 off site and 28 onsite ATMS taking the total
number of branches to 249 Nos, 252 Nos off-site ATMs and 240 Nos on-site
ATMs. They had a debit card base of 829,876. They opened a representative
office in Dubai. Also, they entered Ahmedabad Commodity Exchange as
anchor investor. In June 2010, the Bank entered into an agreement with
Sumitomo Mitsui Banking Corporation, Japan for a preferential issue of 1.64
crore shares at Rs 833 per share which amounts to approximately 4.5% stake
on a post-issue basis for Rs 1,366 crore. During the year 2010-11, the Bank
added 72 branches and 246 ATMs and ended the year with 321 Branches
and 710 ATMs, and thereby increasing their presence to 183 locations. They
also added over half a million new customers this year across core banking
products of savings and checking account, term deposits, overdrafts and non
resident

accounts.

During

the

year,

the

Bank's

Treasury

started

Correspondent Banking Division to build and leverage on relationships with

offshore banks for improving quality and international reach for their
customers. Also, the Bank entered into a strategic arrangement with PVR
Cinemas, one of the elite name in entertainment industry, to distribute credit
card products aimed at upmarket customers. In August 2011, the Bank

entered into business cooperation arrangement with CIMB Group Sdn Bhd,
Malaysia (CIMB). In October 2011, Kotak Mahindra Capital Company Ltd, a
subsidiary of the Bank and Evercore Partners, global investment banking
advisory firm headquartered in New York, USA, entered into an exclusive
strategic partnership for cross-border M&A advisory services between India
and. the United States, the United Kingdom and Mexico. The Bank is looking
for possible acquisition targets in the banking, brokerage or asset
management space to expand their presence in India. The lender is also
looking to expand their presence by increasing their branch network to 500
by 2012 from the current 300. Aslo, the Bank plans to open their maiden
overseas branch in Singapore and has applied for a licence to the Indian
central bank.

ORGANISATION STRUCTURE OF KOTAK BANK.

VISION STATEMENT

The Global Indian Financial Services Brand Our customers will enjoy the benefits of
dealing with a global Indian brand that best understands their needs and delivers
customized pragmatic solutions across multiple plat forms .We will be a world class
Indian financial services group. Our technology and best practices will be bench-marked
along international lines while our understanding of customers will be uniquely
Indian.We will be more than a repository of our customers savings. We, the group, will be
single window to every financial service in a customer universe.

The Most Preferred Employer in Financial Services A culture of empowerment and a

spirit of enterprise attract bright minds with an entrepreneurial streak to join us and stay
with us. Working with a home grown professionally managed company, which has
partnerships with international leaders, gives our people a perspective that is universal as
well as unique.

The Most Trusted Financial Services Company

We will create an ethos of trust across all our constituents. Adhering to high standards

2: PRODUCT OF KOTAK MAHINDRA

Net Banking: Kotak Mahindra Bank's Net Banking service brings the timeless world of
instant banking.
This is a quick and easy way to access your deposit, Demat and investment
accounts 24 hours
a day, 7 days a week. The customers can bank from home, work or anywhere
in the world by just connecting to the internet. The customers can get free
Net Banking access if they have a savings bank account, a current account, a
term deposit, a Demat accountor an investment account with Kotak
Mahindra Bank.
Phone Banking: The bank has a 24Hrs Customer Contact Center to offer you personalized
services round the clock. Just pick up the phone and call on 1600226022
.Whether it is something as urgent as a stop payment or you simply want to
know your balance just give us a call. Their toll free number gives you access
to your account, from anywhere.anytime. And what's more, this facility
comes to you absolutely free of cost
Home Banking

Call 24Hrs Customer Contact Center and request for a cheque, cash pick up,
cash delivery
or a draft delivery and the representatives of the bank will come to the
customers home or office.
After all why should the customer come to the Bank when their Bank comes
to them?
For all requests received between 10 am and 4 pm Mondays to Saturdays the
bank will
have their representative meet their customers on the same day. Cheques
picked up under Home
Delivery service will be sent for clearing on the

for clearing on the next

working day.
ATM Networks

The Banks strategically located and constantly growing ATM network brings
the bank
With in the customers easy reach. The ATM service is available absolutely
FREE. The state of the art touch screen Kotak Mahindra Bank ATMs are part
of the Visa/Plus ATM network. That means the customers can withdraw cash
from the banks ATM Network with International and Domestic Visa/Visa
Electron/Plus Credit Cards/Debit Cards. With their special arrangement with
UTI
Bank, the customers can use your Kotak Mahindra Bank Global Debit Card at
over 1775 UTI Bank
ATMs absolutely free.
..

Global Debit Card

Kotak Mahindra Bank Global Debit Card gives its customers the most convenient access to their
account any place any time. Now no need to carry cash, just use your Global Debit Card that
combines the benefits of a traditional ATM Card - access your account 24 hours to withdraw cash
at 16000 ATMs in India and over 1 million worldwide and a Credit Card - get the freedom to
make purchases at merchant establishments, without the hassles of carrying cash, or the worry of
having to remember to pay monthly bills. The purchase will automatically get debited to the
customers account online and will reflect in his statement. Also there is no fear of overspending
as the customer can only spend up to the balance available in his account. What's more your
Global Debit Card has worldwide acceptance at over 24 million merchant establishments
(including over 1.88 lacs in India). The Kotak Mahindra Global Debit Card is available if the
customer has a savings bank account, current account or NRE account with the bank benefit such
as, Fuel Surcharge Waiver, insurance benefits, Add on Cards, etc

3:MARKETING STRATEGY

Karthi Marshan, Marketing Head, Kotak Mahindra Group believes that the art of persuading
audiences means using the three basic appeals that Aristotle first described: ethos, pathos, and
logos. He considers Aristotles model effective even today.
Marshan is of the opinion that there is an abundance of brand information in front of au

diences

today and all thanks to entertainment that this information is reaching out to the target audience
in an interesting package.
Today entertainment owns us right from films to the ever evolving digital media, he said.
Marshan decodes how Kotak Bank, over the recent times, has kept in mind the ethos, pathos, and
logos while crafting its communication.
An ethical appeal by definition, and in the advertising context, means convincing the target
audiences. In the case of Kotak Bank, Marshan points out, that it tries to leverage what
consumers have to say about them in its communications. For instance, in a category where age
and trust are linearly co-related, Kotak Mahindra Bank chose to convey a statement of
youthfulness for their 25 years campaign in 2011. Kotak Mahindra Bank, on this occasion,
unveiled a high-impact campaign that featured a series of 10-second television commercials and
print campaigns. The idea of 10-second commercials came from the one-second commercials by
Miller High Life during the Super Bowl. Since India does not have media spots for such onesecond innovations, Kotak Mahindra picked up the ten-second spots instead.
Though this campaign, Kotak wanted to discuss not just what money can do for their costumers
in a practical sense, viz provide security and growth, but also what money does to them, viz self
esteem, freedom, choices, etc.

Pathos in advertising means persuading by betting on consumers emotions. Kotak too, like
many other Indian brands, believes that the art of music and storytelling has emerged as a strong
marketing tool because consumers use these forms in their daily life.
Logos or logical percussion as it is known in advertising, means persuading by the use of
reasoning. That was the time when Kotak Bank brought in Subbu as a character in its
communications. Subbu is a voice of the brand and not a brand endorser that helped consumers
decode their worries. Subbu was created at the time when the Reserve Bank of India de-regulated
interest rates on savings accounts. Subbu, using various media platforms, spread the word on
various products that the bank launches from time to time.
Kotak Bank, one of youngest in the category, is using traditional principles of communication
and modernising it with consumer demands. It will be interesting to see how the brand will
continue to inform, persuade and entertain its customers and potential customers.
Karthi Marshan was speaking on the topic Money Neednt Be Complicated: Simplifying
Banking Through Entertainment at the Mumbai leg of Pitch CMO Summit 2013, held on March
6, 2013. The session was chaired by Subhash Kamath, Managing Partner, BBH India.
The Summit was presented by Colors and partnered by MEC India.

As digital marketing is becoming more and more necessary for a company, not understanding the
best way to drive your business forward can really hurt your chances of success. If you are
looking for a way to improve your digital marketing efforts, here are 10 of the highest
performing strategies that can bring more people to your website, allow you to connect with new
or returning customers, and create a digital marketing strategy that works.

1. Use the Right Web Design

We dont often think about web design as a marketing tactic, but it can influence the amount of
time and attention a user will spend on your page. Your website is the center of all your digital
marketing efforts, so if your page is not clean, easy to read, and interesting, it wont matter how

much time you put into strategy development youre still going to lose customers. Create a
website that is up-to-date, attention-grabbing, and most of all, mobile friendly.
2. Utilize Search Engine Marketing and Optimization
and optimization allow your name and website to appear on a list of search engine results. With a
strong SEO strategy, your company website will become associated with the keywords used to
find your services. This increases your chances of being the company an individual chooses to
work with when selecting a company that offers your services or products.
3. Utilize Affiliate and Associate Programs
doesnt make sense for every business. However, if you do use these, you can quickly see your
marketing efforts improve without needing to do much yourself. With an affiliate program,
people who believe in your company can share your information and grow your market on a
commission-based platform.

4. Use a Coach or Consultant

If youre not an expert in digital and internet marketing, ask someone who is. There are hundreds
of internet marketing coaches and consultants available to you, many of whom can give you a
consultation about what you should change to see success. For small business owners who need
to focus on other business systems, a coach or consultant can be extremely helpful.
5. Use Email Marketing
It isnt enough to just send out emails. You will want to consider various email lists that cater to
the specific needs of each individual and can present a personalized approach to your campaign.
Take a hard and clear look at the purchasing habits of your customers and use that information to
develop your strategy.
6. Use an Opt-In Email List
An opt-in email list allows customers to come to you and sign up to receive email campaigns and
correspondence. This allows you to connect with new customers or clients.

7. Use Articles or News Stories

Having your name and information listed in other locations on the web can help you grow your
company and business.
This makes your name visible in an area where customers and clients are already looking and
also allows you to become a trusted source of products or service.
8. Write Online Press Releases
When you use online press releases, youre getting your information out there in a formal setting.
This allows newspapers, blogs, or other media sources to see your information and write posts
about your company without you needing to put in the effort to connect and claim a story.
9. Use Contests and Giveaways
People love contests and giveaways. Anytime you can encourage marketing from your customers
in exchange for a free product or service, you will usually see a surge in purchases or
connections.
10. Maintain a Blog
Your blog should be used for a number of reasons, including allowing you to consistently post
new keywords and optimize your search engine strategy. More than that, your blog becomes
somewhere you can offer advice, share bits of information, and really connect with your
customers. A lasting relationship begins with trust and your blog is a great way to build that.
A strong online marketing strategy will help you to boost your business and start seeing more
customers, connections, and clients. These 10 strategies have been proven to help companies
gain new exposure.

In any situation involving more than one person, conflict can arise. The causes of conflict range
from philosophical differences and divergent goals to power imbalances. Unmanaged or poorly
managed conflicts generate a breakdown in trust and lost productivity. For small businesses,
where success often hinges on the cohesion of a few people, loss of trust and productivity can
signal the death of the business. With a basic understanding of the five conflict management

strategies, small business owners can better deal with conflicts before they escalate beyond
repair.

Accommodating
The accommodating strategy essentially entails giving the opposing side what it wants. The use
of accommodation often occurs when one of the parties wishes to keep the peace or perceives the
issue as minor. For example, a business that requires formal dress may institute a "casual Friday"
policy as a low-stakes means of keeping the peace with the rank and file. Employees who use
accommodation as a primary conflict management strategy, however, may keep track and
develop resentment.

Avoiding
The avoidance strategy seeks to put off conflict indefinitely. By delaying or ignoring the conflict,
the avoider hopes the problem resolves itself without a confrontation. Those who actively avoid
conflict frequently have low esteem or hold a position of low power. In some circumstances,
avoiding can serve as a profitable conflict management strategy, such as after the dismissal of a
popular but unproductive employee. The hiring of a more productive replacement for the
position soothes much of the conflict.

Collaborating
Collaboration works by integrating ideas set out by multiple people. The object is to find a
creative solution acceptable to everyone. Collaboration, though useful, calls for a significant time
commitment not appropriate to all conflicts. For example, a business owner should work
collaboratively with the manager to establish policies, but collaborative decision-making
regarding office supplies wastes time better spent on other activities..

Compromising
The compromising strategy typically calls for both sides of a conflict to give up elements of their
position in order to establish an acceptable, if not agreeable, solution. This strategy prevails most
often in conflicts where the parties hold approximately equivalent power. Business owners
frequently employ compromise during contract negotiations with other businesses when each
party stands to lose something valuable, such as a customer or necessary service.

Competing
Competition operates as a zero-sum game, in which one side wins and other loses. Highly
assertive personalities often fall back on competition as a conflict management strategy. The
competitive strategy works best in a limited number of conflicts, such as emergency situations.
In general, business owners benefit from holding the competitive strategy in reserve for crisis
situations and decisions that generate ill-will, such as pay cuts.

4: PRESENT SCENERIO
Mahindra Bank Ltd is one of the fastest growing bank and among the most admired Kotak
financial institutions in India. The Bank offers transaction banking, operates lending verticals,
manages IPOs and provides working capital loans. They have one of the largest and most
respected Wealth Management teams in India, providing the widest range of solutions to high net
worth individuals, entrepreneurs, business families and employed professionals. The Bank has
over 245 branches, a customer base of over 8 lakh and has spread all over India. The Bank offers
complete financial solutions for infinite needs of all individual & non-individual customers
depending on the customers need - delivered through a state of the art technology platform. They
also offer investment products like Mutual Funds, Life Insurance, retailing of gold coins and bars

etc. Apart from Phone banking and Internet banking, they offer convenient banking facility
through Mobile banking, SMS services, Netc@rd, Home banking and BillPay facility among
others. The Depository services offered by the Bank allows the customers to
hold equity shares, government securities, bonds and other securities in
electronic or Demat forms. Their Salary 2 Wealth offering provides
comprehensive administrative solutions for Corporates with features such as
easy and automated web based salary upload process thereby eliminating
the paper work involved in the process, a dedicated relationship manager to
service the corporate account, customized promotions and tie - ups and
many such unique features.
The Bank offers comprehensive business solutions for the business
community that includes the Current Account, Trade Services, Cash
Management Service and Credit Facilities. Their Wholesale banking products
offer business banking solutions for long-term investments and working
capital needs, advice on mergers and acquisitions and equipment financing.
The Bank addresses the entire spectrum of financial needs of Non-Resident
Indians. Their tie-up with the Overseas Indian Facilitation Centre (OIFC) as a
strategic partner gives them a platform to share their comprehensive range
of banking & investment products and services for Non Resident Indians
(NRIs) and Persons of Indian Origin (PIOs).
The bank has overseas subsidiaries with offices in Mauritius, London, Dubai,
Singapore, New York & San Francisco. The overseas subsidiaries are mainly
engaged in investment advisory and investment management of funds,
Equity & Debt Trading, management of GDR/ FCCB issuances, broker &
broker dealer activities and investments.
Kotak Mahindra Bank Ltd was incorporated in the year 1985 with the name
Kotak Capital Management Finance Ltd. In April 8, 1986, the companys name
was changed Kotak Mahindra Finance Ltd. They started bill discounting
activity. In the year 1987, they entered into lease and hire purchase market.

In the year 1990, they started car finance division and during next year, they
started investment banking division. Alsom they took over FICOM, one of
Indias largest financial retail marketing networks.
In the year 1994, the company formed Kotak Mahindra International in
Mauritius and opened an office in Dubai. They formed Kotak Mahindra (UK)
formed with office in London. In the year 1996, the car finance business was
hived off into a separate company, namely Kotak Mahindra Primus Ltd and
Ford Credit took a 40% stake in Kotak Mahindra Primus. In the year1998,
they formed Kotak Mahindra Inc with office in New York. In the year 2001,
Kotak Securities Ltd became a subsidiary company.
In February 2003, the company was given the license to carry on banking
business by the Reserve Bank of India (RBI). This approval created banking
history since Kotak Mahindra Finance Ltd is the first non-banking finance
company in India to convert themselves into a bank as Kotak Mahindra Bank
Ltd. In March 2003, they commenced banking operations. The Bank started
their operations in New Delhi by inaugurating a branch. They entered into
ATM sharing agreement with UTI Bank (now known as Axis Bank), in which
the Bank customers were free to access around 800 ATMs. They unveiled
several home finance products options that include Home Loan, Home Equity
Loan, Home Loan Transfer and Home Improvement Loans. Also, they
launched online remittance services called FUNDS to HOME for Non-resident
Indians.
In January 2005, the Bank opened 29th retail-banking branch at Mehsana in
Gujarat. In February 2005, they launched Rajajinagar extension counter in
Bangalore and launched free Mobile Banking facility. Also, they launched
their branch at Chennai, Tamilnadu. In February 23, 2005, they opened their
retail-banking branch in the business capital of Madhya Pradesh. In March
2005, they opened their eighth retail-banking branch at Napean Sea Road in
Mumbai.

In May 2005, the Bank opened new retail-banking branch at Parrys Corner in
Chennai. In June 2005, they opened two retail-banking branches in Delhi at
Safdarjung Enclave and Punjabi Bagh. In October 4, 2005, the Bank acquired
40% stake in Kotak Mahindra Primus Ltd (KMP) held by Ford Credit
International (FCI) thereby giving the Bank and their subsidiary, complete
ownership of KMP. Simultaneously, they also sold their stake in Ford Credit
Kotak Mahindra Ltd (FCKM) to FCI.
In September 2006, the Bank acquired 51% of the paid up Share capital of
Kotak Mahindra Securities Ltd (KMSL) by way of preferential allotment of
shares by KMSL to the Bank. In March 2007, the Bank entered into a
subscription agreement with International Finance Corporation, whereby the
Bank will issue Upper Tier II Subordinated Bonds by way of Debentures of the
value of USD 45 million with the final maturity of over 15 years.
During the year 2007-08, the Bank increased 73 new full fledged branches &
179 new ATMs, taking the network size to 178 branches and 314 ATMs. They
added n new products & services like Gold debit card, smart fee (a fee
solution for Educational Institutions), a GPRS based mobile banking, Bill
presentment and payment facility, online term deposits etc to meet the
needs of the customers. In September 2007, Kotak Mahindra Icn set up a
branch in San Francisco.
During the year 2008-09, the Bank added 39 branches and 74 ATMs taking
the total network size to 217 branches and 387 ATMs (including 175 off site
ATMs). They introduced several new features like, Online password, two
factor authentication, improved features for security of fund transfers, e-tax
payment facility, auto payment of bills, PIN based IVR.
During the year 2009-10, the Bank 32 branches, 77 off site and 28 onsite
ATMS taking the total number of branches to 249 Nos, 252 Nos off-site ATMs
and 240 Nos on-site ATMs. They had a debit card base of 829,876. They

opened a representative office in Dubai. Also, they entered Ahmedabad

Commodity Exchange as anchor investor.
In June 2010, the Bank entered into an agreement with Sumitomo Mitsui
Banking Corporation, Japan for a preferential issue of 1.64 crore shares at Rs
833 per share which amounts to approximately 4.5% stake on a post-issue
basis for Rs 1,366 crore.
During the year 2010-11, the Bank added 72 branches and 246 ATMs and
ended the year with 321 Branches and 710 ATMs, and thereby increasing
their presence to 183 locations. They also added over half a million new
customers this year across core banking products of savings and checking
account, term deposits, overdrafts and non resident accounts.
During the year, the Banks Treasury started Correspondent Banking Division
to build and leverage on relationships with offshore banks for improving
quality and international reach for their customers. Also, the Bank entered
into a strategic arrangement with PVR Cinemas, one of the elite name in
entertainment industry, to distribute credit card products aimed at upmarket
customers.
In August 2011, the Bank entered into business cooperation arrangement
with CIMB Group Sdn Bhd, Malaysia (CIMB). In October 2011, Kotak Mahindra
Capital Company Ltd, a subsidiary of the Bank and Evercore Partners, global
investment banking advisory firm headquartered in New York, USA, entered
into an exclusive strategic partnership for cross-border M&A advisory
services between India and. the United States, the United Kingdom and
Mexico.
The Bank is looking for possible acquisition targets in the banking, brokerage
or asset management space to expand their presence in India. The lender is
also looking to expand their presence by increasing their branch network to

500 by 2012 from the current 300. Aslo, the Bank plans to open their maiden
overseas branch in Singapore and has applied for a licence to the Indian
central bank.

The industry is currently in a transition phase. On the one hand, the PSBs, which are the
mainstay of the Indian Banking system, are in the process of shedding their flab in terms of
excessive manpower, excessive non-Performing Assets (Npas) and excessive governmental
equity, while on the other hand the private sector banks are consolidating themselves through
mergers and acquisitions.
PSBs, which currently account for more than 78 percent of total banking industry assets are
saddled with NPAs (a mind-boggling Rs 830 billion in 2000), falling revenues from traditional
sources, lack of modern technology and a massive workforce while the new private sector banks
are forging ahead and rewriting the traditional banking business model by way of their sheer
innovation and service. The PSBs are of course currently working out challenging strategies even
as 20 percent of their massive employee strength has dwindled in the wake of the successful
Voluntary Retirement Schemes (VRS) schemes.
Private sector Banks have pioneered internet banking, phone banking, anywhere banking, and
mobile banking, debit cards, Automatic Teller Machines (ATMs) and combined various other
services and integrated them into the mainstream banking arena, while the PSBs are still
grappling with disgruntled employees in the aftermath of successful VRS schemes. Also,
following Indias commitment to the W To agreement in respect of the services sector, foreign
banks, including both new and the existing ones, have been permitted to open up to 12 branches
a year with effect from 1998-99 as against the earlier stipulation of 8 branches. Talks of
government diluting their equity from 51 percent to 33 percent in November 2000 have also
opened up a new opportunity for the takeover of even the PSBs. The FDI rules being more
rationalized in Q1FY02 may also pave the way for foreign banks taking the M&A route to
acquire willing Indian partners. Meanwhile the economic and corporate sector slowdown has led
to an increasing number of banks focusing on the retail segment. Many of them are also entering
the new vistas of Insurance. Banks with their phenomenal reach and a regular interface with the
retail investor are the best placed to enter into

AWRDAS AND ACHIVEMENTS

Uday Kotak performed a Herculean task last year convincing the stodgy Reserve
Bank of India that amalgamation of two healthy banks also makes sense, and not just
regulator-blessed shotgun marriages of banks in distress with healthy ones, which was
the

norm.

That's why he is ET Business Leader of the Year. Kotak, in his lifetime as an

entrepreneur, has achieved a lot from advising industrialists like Adi Godrej and
Analjit Singh on takeovers that grew businesses to safeguarding his baby from many a
financial storm. But the $2.4 billion acquisition of ING Vysya may well be the brightest
jewel

in

his

crown.

"I was delighted to receive the mail (about the award)," said Kotak. "It is a great feeling,
especially coming from a high-quality jury. I am delighted and honoured. I just feel that it
is a significant responsibility. It is also about the responsibility to be an ambassador. The
whole ING Vysya deal was to build capacity to serve India. India is at a crucial juncture.

Most are likely to agree that banking has been the most difficult business in this country
for the past few years. Several banks, both private and state-run, have piled up huge
amounts of bad loans due to defaults.

But Kotak Mahindra Bank has been trouble-free. Not that Kotak had a magic wand but
he had the common sense to not lend to businesses where entrepreneurs did not have
their skin in the game, and resisted the temptation to make a quick buck. Restructured
loans were at 0.24 per cent of advances, and net bad loans were at 0.92 per cent last
fiscal year, when the combined figure for the industry was more than 10 per cent. The
icing on the cake was that there was no debt restructuring and sale of non-performing
assets to reconstruction companies. Not many can boast of such a balance sheet in the
industry.
Ten years ago, when the Reserve Bank permitted the non-banking finance company to
become a bank, several critics thought it would fail to make the transformation an.
Kotak,.
Long before many realised that the days of exotic finance were over, he figured out that
he needed to stick to the fundamentals that underpinned the brick-andmortar model .
RBI governor Raghuram Rajan may be giving signals that some of the numbers from
the banking industry may be suspect because of accounting practices, but Kotak has
shunned even the regulator-permitted accounting changes that glossed over stress. His
bank set high standards for disclosures. Even when the Reserve Bank of India
permitted banks to transfer bonds to the held-to-maturity category to avoid mark-tomarket losses, Kotak Mahindra did not do so and sacrificed an opportunity to boost net
profit

by

around

It was the first bank to disclose its entire exposure to currency derivatives when the
2008 credit crisis resulted in many reneging on contracts. No wonder investors have
always paid a premium to own Kotak Mahindra Bank.

CSR
Kotak Mahindra Investments Ltd. Date of Issue: 9 th May, 2016 Page 3 of 5 o Promote education
interventions to serve the less privileged and empower them to transform their lives. o Partner
with Governmental agencies, Non-Governmental Organizations and other institutions to
collectively deliver the community development initiatives and support such organizations and
institutions with appropriate and necessary resources. o Encourage its employees to contribute
and volunteer for various community development initiatives. o Ensure that surplus arising out of
CSR initiatives is utilized to further augment CSR agenda and does not form part of KMILs
profits. o Comply with all legal provisions applicable for CSR and adopt industry best practices,
where feasible. CSR Initiatives o Promoting Education: KMIL has endeavor to enhance the
accessibility and affordability of quality education for deserving underserved sections of society.
Education will remain the primary CSR focus area for KMIL, and the initiatives will focus on
providing infrastructure to schools, scholarships for deserving children ,parents, teachers
,headmasters, principals and Administrators to provide holistic learning environment for children
at school and home including mid-day meals and other required nutrition and health related
support. The education initiatives will be primarily implemented through Kotak Education
Foundation (KEF) and the parent Kotak Mahindra Bank Limited (KMBL) CSR team. o
Enhancing vocational skills and lively-hood projects: KMIL will work towards imparting
vocational skills to deserving children and youth, women, elderly, and the differentlyabled. The
programme aims at holistic development of these children and youth, women, elderly, and the
differently-abled through technical and soft skills and enhances their livelihood opportunities.
The vocational skills and livelihood projects will be primarily implemented through Kotak
Education Foundation (KEF) and the KMBL CSR team. o Promoting preventive healthcare and
sanitation: KMIL shall promote preventive health care and sanitation by providing health
checkups for children covered under education initiatives and sensitizing the children on
personal and community health and hygiene

CONCLUSION

Kotak Mahindra Bank is positioning themselves as the bank of the future. To support this
vision, the management has ensured they serve the customer of the future, ie. the young Indians.
They also strategically come up with products and services which this majority share of the
customers would be comfortable with. The heavy dependency on technology and internet is a
substantiates this.
The only void in between their service was the rural population and the bottom of the pyramid
population. To cater this category of the population ,they are strategically gone for partnerships
with Micro Finance Institutions, NGOs and even the government. This way KMBL will have
their presence inthis segment with lesser risk and cost.

BIOLOGEAPHY

Internet
www. Kotak Mahindra Bank. com
www. Kotak Mahindra Bank.co.in
www.google.com
www.economictimes.com