Summer Training Report

ON

ANALYSIS OF SALES PROCESS AND

OPERATIONS OF RETAIL BRANCH BANKING
SYSTEM IN HDFC BANK
HDFC BANK , BARAMULLA

(J&K)
Submitted as a part of course study for the award of degree of
MASTER OF BUSINESS ADMINISTRATION

(Session 2012-2014)
Submitted To:
Submitted By:
Submitted to:
Dr. Pratik Agrahari Gupta
(MA, MBA, Ph.D.)
Faculty of Human resource (HR) and marketing
Roll.No:120990500030

GUIDED AND SUPERVISED BY

Submitted By:
Sobia Farooq
MBA- IIIrd Sem.

Mr. GURMEET SINGH DUTTA

DECLARATION

I here by declare that the study entitled Analysis of sales process and operations of retail branch
banking system in HDFC Banksubmitted by me in the partial fulfillment of the requirement for
the Award of master of business H.R by UPES INSTITUTE OF MANAGEMENT is a record of
my own work.
The matter embodied in this project report has not been submitted to any university or
institution for the award of degree.

( sobia)

ACKNOWLEDGEMENT
We need the support of the people to achieve any worthwhile goal.
As we persevere, we go on leading .. We cross out paths with so many persons and we
seldom remember most of them.
I take this opportunity to express my gratitude to all people who have guided and helped me
directly or indirectly in the course of completion of my project.
I would also thankful to my faculty guide Miss sakshita for his constant support and guidance.
His valuable suggestions and helping hands has helped me to complete my project successfully.
Finally yet importantly I would like to express my heart felt thanks to my beloved parents for
their blessings. My friends classmates for their and wishes for the successful completion of this
project.
With sincere
Thankful.
Sobia
MBA ( HR) 3rd sem

PREFACE
Experience is the best teacher. This saying is very well applicable in everyones Life.
Therefore as a student of management it must apply to me also. Then the Question arises that
from where we can get this experience. Obviously we must Undergo practical Training. To serve
this purpose I had undergone two months Summer training at HDFC BANK LTD. and as an
outcome I have prepared this project report Analysis of Sales Process & operations of retail
Branch Banking System in HDFC Bank.
In todays corporate and competitive world, I find that HDFC Bank LTD. has the good growth
and potential as compared to the other bank. HDFC Bank LTD. Has given me the opportunity to
work and get experience in a highly competitive and enhancing sector.
The success story of good market share of different banks depends upon the availability of the
product and services near to the customer.
If HDFC Bank Ltd is able to provide third party payment and ATM facilities they can capture
big market as compared to the other banks.

INDEX
S.no.
1.
2.
3.
4.

Particulars
Introduction
Executive summary
Scope and objective of the project
Company profile

History

Mission and business strategy

Business
Product profile

Page no.
67
89
10 11
12 -19

5.

6.
7.
8.
9.
10.
11.
12.
13.
14.
15.
16.

Different types of accounts

Different types of cards

Loans, insurance and services

Modus operandi of retail branch banking
Research methodology
Data analysis and interpretation
Observation and findings
Learning from training
Problems and limitations
SWOT analysis
Conclusion
Recommendations and suggestions
Bibliography
Annexure

20 33

34 50
51 53
54 61
62 63
64 65
66 67
68 70
71 72
73 75
76 77
78 81

INTRODUCTION

INTRODUCTION

HDFC Bank is one of the few private banks in India with profit maximization as its sole priority
competing against government controlled banks with possibly multiple priorities in one of the
premier growth markets. As Indian economy is achieving new heights the people in India are
getting more and more aware of financial planning and are making more and more investments
in various sectors viz. Insurance, Mutual Funds, Equity Market etc. As India is a diversified
country, people of different cultures, background and class stay in India. Thus, they differ from
each other in their buying behavior and investment patterns. Therefore, the research was carried
out to study the different investment patterns of these people on the basis of three factors viz.
risk, rate of return and time of investment.
The main idea of this project is to carry out a research for the account holders of HDFC bank
Ltd. The bank attained market leadership in savings accounts and second largest seller of regular
savings account in record time in private sector, which was dominated by ICICI bank and other
players when HDFC bank entered into the market. The situation is similar now. Will the
company be able to repeat the same performance for all the category of this project? Within a
short period of time of 14 years, HDFC Bank has been able to become No 1 bank of India on the
parameter of profit. Not only that, it has developed its products with better services, new and best
management information system and the project aims to find out the response of the corporate
through a research process.

EXECUTIVE SUMMARY
HDFC Bank operates in three segments:
1. Retail banking
2. Wholesale banking
3. Treasury services
The retail-banking segment serves retail customers through a branch network
and other delivery channels. The wholesale banking segment provides loans and transaction
services to the corporate and institutional customers. The treasury services segment undertakes
trading operations and the account, foreign exchange operations and derivatives trading. The
Bank offers derivative product to its customers, who use them to hedge their market risk, within
the framework of regulations as may apply from time to time. The Bank also deals in derivatives
on its own account and also for the purpose of its own balance sheet risk management. The
operations of HDFC Securities Ltd. have been classified under the retail banking segment.
The project title Analysis of sales process and operations of retail branch banking system in
HDFC Bank is basically a Branch sales based project .The main motive behind choosing this
project are to do a Product mapping of Regular and Classic customers and increase product
holding ratio, competitor analysis, focus on cross selling customer get feedback from them about
the various functional aspects and customer satisfaction analysis vie a vis competitors. And
generate new leads for personal banker and relationship managers. I have recommended future
option plan for increasing business of HDFC Bank Ltd. This can be helpful to increase customer
base and to retain customers.

Concentrate more on Brand awareness.

Only no. accounts should not be the criteria for retail banking, banding of the customer
should also be considered.

Necessity to decrease processing time.

Weekly performance mapping and feedback to each and every Personal Banker.

Need to make documentation process more

flexible.

Necessity to motivate team to improve their performance.

Preferred customer should be given more relaxation from the branch side else the
facilities provided by the company.

Research Approach used for this project is survey method. The methodology used is
descriptive research. The research instrument used is structured questionnaires. The analysis
is done through various graphical representations for simplicity of understanding.
According to survey HDFC bank is the largest bank in terms of number of branch after the
merger of Centurion bank of Punjab in private sector and second largest bank in terms of
market share. ICICI Bank is the largest share holder in this segment. Work process in both bank
are very different. HDFC bank is having potential to compete with ICICI bank but they need to
improve their working style and process. They have very big and complicated process of
documentation and in this scenario each and every company wants less documentation and less
complication, Where as ICICI bank, CITI bank are the bank which dont take much time to do it.
It is also a fact that HDFC bank are having strong customer base and tie up with most of the big
companies of India included TCS, TATA Motors, Reliance communications, EXL logistics, EDS,
Accenture, Pyramid, Shoppers stop, etc. And customer satisfaction level is also high as compare
to other banks. Due to these tie up the potential of the bank is increasing which results in the
strong base of preferred customer and long term relationship.
This report was passed on to the respective sales team for further follow up with the customers.
The information collected through questionnaire will act as an input for the sales team for their
preparation before meeting the customers.

SCOPE AND OBJECTIVE OF THE PROJECT

Every project has scope, which defines the areas of research and the parameters that need to be
studied. The scope also tells us the purpose of the project. Branding is an important issue in the
strategy formation process.
Poor firms ignore their competitors; average firms copy their competitors; winning firms lead
their competitors.
Philip Kotler
The above quote from the marketing guru aptly sums up the importance of the study of
competition in the present world. The various steps involved in it are mentioned below:

Proper understanding and analysis of HDFC BANK and their operational channels.

To know about how bank does their sales promotion.

To know the knowledge of corporate culture & work environment.

Analysis of the which is got from survey.

Proper understanding of Segmentation Targeting Differentiation and Positioning.

To collect the data from regular, existing & new customers for feedback and generate
more business from them

To Do A deep Study Between Consumer Opinion Regarding HDFC Banks Products &
Services

To study the customer satisfaction regarding direct marketing instruments like (SMS
Banking, Internet Banking, and Phone Banking etc.)

To know about the investment of the customer

in bank i.e. in which sector they mostly invest such as Retail banking (Saving account,
Current account, Third Party Deposits etc).

Designing the competitive intelligence system

Setting up the system

Collecting the data

Evaluating data and analyzing the data Disseminating information and responding

Finally the performances of the various companies are analyzed and SWOT analysis has
been done.

OBJECTIVE
To understand the Retail Branch Banking and sales process of retail products and increasing
organization as well as customers profitability by Cross Selling different products.
Primary objective:

To understand the retail branch banking and sales process of retail products.

To increase organization as well as customers profitability by cross selling different

products

Secondary objective:

To create awareness about Direct Banking Channels.

To analyze the parameters considered for the sale of these products.

To identify customers wants, need, and desires and cross selling of the products for sales
incensement accordingly.

To study the awareness level of banking services provided by the HDFC Bank.

To provide investment advice to customer in a proper way.

To understand buyers behavior.

To Study On Which Points The Company Needs To Improve Its Services.

COMPANY PROFILE

HDFC Bank was incorporated in August 1994 in the name of 'HDFC Bank Limited', with its
registered office in Mumbai, India. The Bank commenced operations as a
Scheduled Commercial Bank in January 1995. The Housing Development Finance
Corporation Limited (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 the RBI's
liberalization of the Indian Banking Industry in 1994.
PROMOTER
HDFC is India's premier housing finance company and enjoys an impeccable track record in
India as well as in international markets. Since its inception in 1977, the Corporation has
maintained a consistent and healthy growth in its operations to remain the market leader in
mortgages. HDFC has developed significant expertise in retail mortgage loans to different
market segments and also has a large corporate client base for its housing related credit facilities.
With its experience in the financial markets, a strong market reputation, large shareholder base
and unique consumer franchise, HDFC was ideally positioned to promote a bank in the Indian
environment.

Mission and Business Strategy

HDFC Banks mission is to be "A World Class Indian Bank", benchmarking their selves
against international standards and best practices in terms of product offerings, technology,
service levels, risk management and audit & compliance. The objective is to build sound
customer franchises across distinct businesses so as to be a preferred provider of banking
services for target retail and wholesale customer segments, and to achieve a healthy growth in
profitability, consistent with the Bank's risk appetite. Bank is committed to do this while ensuring
the highest levels of ethical standards, professional integrity, corporate governance and
regulatory compliance.
Business strategy emphasizes the following:

Increase our market share in Indias expanding banking and financial services industry
by following a disciplined growth strategy focusing on quality and not on quantity and
delivering high quality customer service.

Leverage our technology platform and open scalable systems to deliver more products to
more customers and to control operating costs.

Maintain our current high standards for asset quality through disciplined credit risk
management.

Develop innovative products and services that attract our targeted customers and address
inefficiencies in the Indian financial sector.

Continue to develop products and services that reduce our cost of funds.

Focus on high earnings growth with low volatility.

Board of Directors

The Composition of the Board of Directors of the Bank is governed by the Companies Act, 1956,
the Banking Regulation Act, 1949 and the listing requirements of the Indian Stock Exchanges
where the securities issued by the Bank are listed. The Board has strength of 9 Directors as on
March 31, 2008. All Directors other than Mr. Aditya Puri are non-executive directors. The Bank
has four independent directors and five non-independent directors. The Board consists of
eminent persons with considerable professional expertise and experience in banking, finance,
agriculture, small scale industries and other related fields. None of the Directors on the Board is
a member of more than 10 Committees and Chairman of more than 5 Committees across all the
companies in which he/she is a Director. All the Directors have made necessary disclosures
regarding Committee positions occupied by them in other companies.

Mr. Jagdish Kapoor, Mr. Aditya Puri, Mr. Keki Mistry, Mrs. Renu Karnad and Mr. Vineet
Jain are non-independent Directors on the Board.

Mr. Arvind Pande, Mr. Ashim Samanta, Mr. Gautama Divan and Mr. C. M. Vasudev are
independent directors on the Board.

Mr. Arvind Panda, Mr. Ashim Sam anta, Mr. Gautam Divan and Mr. C. M. Vasudev are
independent directors on the Board.

Mr. Vignette Jain is nominated by the Bennett, Coleman Group on the Board of the Bank.

Capital Structure
The authorized capital of HDFC Bank is Rs.450 crone (Rs.4.5 billion). The paid-up capital is
Rs.311.9 crore (Rs.3.1 billion). The HDFC Group holds 22.1% of the bank's equity and about
19.4% of the equity is held by the ADS Depository (in respect of the bank's American Depository
Shares (ADS) Issue). Roughly 31.3% of the equity is held by Foreign Institutional Investors
(FIIs) and the bank has about 190,000 shareholders. The shares are listed on the Stock Exchange,
Mumbai and the National Stock Exchange. The bank's American Depository Shares are listed on
the New York Stock Exchange (NYSE) under the symbol "HDB".

Distribution Network

HDFC Bank is headquartered in Mumbai. The Bank at present has an enviable network of over
1229 branches spread over 444 cities across India. All branches are linked on an online real-time
basis. Customers in over 120 locations are also serviced through Telephone Banking. The Bank's
expansion plans take into account the need to have a presence in all major industrial and
commercial centers 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 centers where the NSE/BSE has
a strong and active member base. The Bank also has a network of about over 2526 networked
ATMs across these cities. Moreover, HDFC Bank's ATM network can be accessed by all
domestic and international Visa/MasterCard, Visa Electron/Maestro, Plus/Cirrus and American
Express Credit/Charge cardholders.

Technology
HDFC Bank operates in a highly automated environment in terms of information technology and
communication systems. All the bank's branches have online connectivity, which enables the
bank to offer speedy funds transfer facilities to its customers. Multi-branch 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 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,
Times Bank Amalgamation
In a milestone transaction in the Indian banking industry, Times Bank Limited (another new
private sector bank promoted by Bennett, Coleman & Co. /Times Group) was merged with
HDFC Bank Ltd., effective February 26, 2000. As per the scheme of amalgamation approved by
The shareholders of both banks and the Reserve Bank of India, shareholders of Times Bank
received 1 share of HDFC Bank for every 5.75 shares of Times Bank. The acquisition added

significant value to HDFC Bank in terms of increased branch network, expanded geographic
reach, enhanced customer base, skilled manpower and the opportunity to cross-sell and leverage
alternative delivery channels.
HDFC Bank and Centurion Bank of Punjab merger at share swap ratio of
1:29
The Boards of HDFC Bank and Centurion Bank of Punjab met today and approved, subject to
due diligence, the share swap ratio for the proposed merger of Centurion Bank of Punjab with
HDFC Bank. The Scheme of Amalgamation envisages a share exchange ratio of one share of
HDFC Bank for twenty nine shares of Centurion Bank of Punjab. The combined entity would
have a nationwide network of 1,148 branches (the largest amongst private sector Banks) a strong
deposit base of around Rs. 1,200 billion and net advances of around Rs. 850 billion. The balance
sheet size of the combined entity would be Over Rs. 1,500 billion the share exchange ratio
approved by the respective Boards was based on the recommendations made by M/s Dallas &
Shah, Chartered Accountants, and Ernst & Young Private Ltd. who acted as independent joint
values to the transaction.
Credit Ratings
The Bank has its deposit programs rated by two rating agencies - Credit Analysis &
Research Limited (CARE) and Fitch Ratings India Private Limited. The Bank's Fixed
Deposit program has been rated 'CARE AAA (FD)' [Triple A] by CARE, which represents
instruments considered to be "of the best quality, carrying negligible investment risk". CARE has
also rated the bank's Certificate of Deposit (CD) program "PR 1+" which represents "superior
capacity for repayment of short term promissory obligations. Fitch Ratings India Pvt. Ltd.
(100% subsidiary of Fitch Inc.) has assigned the "tAAA (Ind)" rating to the Bank's deposit
program, with the outlook on the rating as "stable". This rating indicates "highest credit quality"
where "protection factors are very high". The Bank also has its long term unsecured,
subordinated (Tier II) Bonds rated by CARE and Fitch Ratings India Private Limited and its Tier
I perpetual Bonds and Upper Tier II Bonds rated by CARE and CRISIL Ltd. CARE has assigned
the rating of "CARE AAA" for the subordinated Tier II Bonds while Fitch Ratings India Pvt. Ltd.
has assigned the rating "AAA (ind)" with the outlook on the rating as "stable". CARE has also

assigned "CARE AAA [Triple A]" for the Banks Perpetual bond and Upper Tier II bond issues.
CRISIL has assigned the rating "AAA / Stable" for the Bank's Perpetual Debt programmer and
Upper Tier II Bond issue. In each of the cases referred to above, the ratings awarded were the
highest assigned by the rating agency for those instruments?
Corporate Governance Rating
The bank was one of the first four companies, which subjected itself to a Corporate Governance
and Value Creation (GVC) rating by the rating agency, The Credit Rating Information Services
of India Limited (CRISIL). The rating provides an independent assessment of an entity's current
performance and an expectation on its "balanced value creation and corporate governance
practices" in future. The bank has been assigned a 'CRISIL GVC Level 1' rating which indicates
that the bank's capability with respect to wealth creation for all its stakeholders while adopting
sound corporate governance practices is the highest.

Business
HDFC Bank offers a wide range of commercial and transactional banking services
And treasury products to wholesale and retail customers. The bank has three key business
segments:

Wholesale Banking Services

The Banks target market ranges from large, lue-chip manufacturing companies in the Indian
corporate to small & mid - sized corporate and agri based businesses. For these customers, the
Bank provides a wide range of commercial and transactional banking services, including
working capital finance, trade services,
Transactional services, cash management, etc. The bank is also a leading provider of structured
solutions, which combine cash management services with vendor and distributor finance for
facilitating superior supply chain management for its corporate customers. Based on its superior
product delivery /service levels and strong customer orientation, the Bank has made significant
inroads into the banking consortia of a number of leading Indian corporate including
multinationals, companies from the domestic business houses and prime public sector

companies. It is recognized as a leading provider of cash management and transactional banking

solutions to corporate customers, mutual funds, stock exchange members and banks.

Retail Banking Services

The objective of the Retail Bank is to provide its target market customers a full range of financial
products and banking services, giving the customer a one stop window for all his/her banking
requirements. The products are backed by worldclass service and delivered to the customers
through the growing branch network, as well as through alternative delivery channels like ATMs,
Phone Banking, Net Banking and Mobile Banking, Demat, Bill Receivable, Debit Card
Registration, Credit Cards, Auto Loan, Personal Loans, HSL Accounts, Loan against Securities,
Term Deposits, Savings Accounts, Current Accounts, Mutual funds, Insurance, RBI bonds,
Forex, insta-alert, Gold Bars, ATM Usage. The HDFC Bank Preferred program for high net
worth individuals, the HDFC Bank Plus and the Investment Advisory Services programs have
been designed keeping in mind needs of customers who seek distinct financial solutions,
information and advice on various investment avenues. The Bank also has a wide array of retail
loan products including Auto Loans, Loans against marketable securities, Personal Loans and
Loans for Two - wheelers. It is also a leading provider of Depository Participant (DP) services
for retail customers, providing customers the facility to hold their investments in electronic form.
HDFC Bank was the first bank in India to launch an International Debit Card in association with
VISA (VISA Electron) and issues the MasterCard Maestro debit card as well. The Bank launched
its credit card business in late 2001. By September 30, 2006, the bank had a total card base (debit
and credit cards) of 5.2 million cards. The Bank is also one of the leading players in the
"merchant acquiring" business with over 50,000 Pointof sale (POS) terminals for debit / credit
cards acceptance at merchant establishments.

Treasury
Within this business, the bank has three main product areas Foreign Exchange and Derivatives,
Local Currency Money Market & Debt Securities, and Equities. With the liberalization of the
financial markets in India, corporate need more sophisticated risk management information,
advice and product structures. These and fine pricing on various treasury products are provided
through the bank's Treasury team. To comply with statutory reserve requirements, the bank is
required to hold 25% of its deposits in government securities. The Treasury business is
responsible for managing the returns and market risk on this investment portfolio.
HDFC Bank was the first bank in India to launch an International Debit
Card in association with VISA (VISA Electron) and issues the MasterCard
Maestro debit card as well.

PRODUCT PROFILE

PRODUCT PROFILE

ACCOUNT & DEPOSITS SERVICE

Banking should be effortless. With HDFC Bank, the efforts are rewarding. No matter what a
customer's need and occupational status, we have a range of solutions that are second to none.
Whether you're employed in a company and need a simple Savings account or run your own
business and require a robust banking partner, HDFC Bank not only has the perfect solution for
you, but also can recommend products that can augment your planning for the future. It includes
these services:

Saving accounts.

Current accounts.

Fix deposits.

Demate account.

Safe deposits lockers.

SAVINGS ACCOUNTS
These accounts are primarily meant to inculcate a sense of saving for the future, accumulating
funds over a period of time. Whatever persons occupation, bank have confident that person will
find the perfect banking solution. There some saving accounts like: Regular Saving Account:
An easy-to-operate savings account that allows you to issue cheques, draw Demand Drafts and
withdraw cash. Check up on your balances from the comfort of your home or office through Net
Banking, Phone Banking and Mobile Banking. If you need money urgently then you can take
money from the ATM machine. There are 1977 ATM centers across the country.

SAVING PLUS ACCOUNT

Introducing the best banking option for you with HDFC Bank Savings plus Account. Now you
can get access to some of the finest banking facilities with HDFC Bank's Savings plus Account.
All you have to do is maintain an Average Quarterly Balance of Rs. 10,000/-.
SAVING MAX ACCOUNT
Welcome to a world of convenience. Presenting Savings Max account, loaded with maximum
benefits to make your banking experience a pleasure. By maintaining an average quarterly
balance of just Rs. 25,000/- you get a host of premium services from HDFC Bank absolutely
free.

SENIOR CITIZEN ACCOUNT

HDFC Bank appreciates your needs and endeavors, which is why, they present an account
especially dedicated to customer, which like a dutiful child will help you fulfill your needs in the
best manner possible.
NO FRILLS ACCOUNT
In an effort to make banking simpler and more accessible for customers, bank has introduced the
'No Frills' Savings Account, which offers customer all the basic banking facilities. Customer can
even avail of services like Net Banking, Mobile banking free of cost. In this customer can put
Zero Initial Pay-in and a Zero Balance account
INSTITUTIONAL SAVING ACCOUNTS
A specially designed account that offers twin benefits of a savings as well as a current account.
Customers funds continue to earn you interest while he enjoys hassle-free banking & a host of
other features. All this and more in a Zero Balance account.

SALARY ACCOUNTS
In this account customer can get salary from where he/she doing such job and organization or
company at where the customer of the bank in doing job deposit their salary in to the salary
account a person can get salary.
There are various kinds of saving accounts in the HDFC Bank like: Pay roll account.
Classic salary account.
Regular salary account.
Premium salary account.
Defense salary account.

KIDS ADVANTAGE ACCOUNT

Start saving for your child today and secure his/her future a sentence tells by the Hdfc bank.
Open a Savings Account and transfer money every month into customers Kids Advantage
Account and watch the savings grow as customers child grows. The accumulated savings in the
Kids Advantage Account can over the years help in meeting customer child's needs.
Main features and benefits of this account are as follow:-

CURRENT ACCOUNTS
HDFC Bank Current Account gives the power of inter-city banking with a single account and
access to more than cities. From special cheques that get treated at par with local ones in any city
where branch, faster collection of outstation cheques (payable at branch locations), free account
to account funds transfer between HDFC Bank accounts to Free inter-city clearing of up to 100
lakhs per month, banks priority services have become the benchmark for banking efficiency.
Now, with an HDFC Bank Current Account, experience the freedom of multi-city banking.
Person can have the power of multi-location access to his account from any of our 761 branches

in 327 cities. Not only that, he can do most of his banking transactions from the comfort of his
office or home without stepping out.
There are various kinds of current account in this bank like: PLUS CURRENT ACCOUNT
HDFC Bank plus Current Account gives the power of inter-city banking with a single account
and access to more than cities. Plus Current Account requires maintaining an average quarterly
balance of Rs. 100,000.
TRADE CURRENT ACCOUNT
In today's changing business requirements, you need to transfer funds across cities, and time is of
the essence. HDFC Bank Trade Current Account gives power of inter-city banking with a single
account. From special cheques that get treated at par with local ones in any city where bank have
a branch, to free account to account funds transfer between HDFC Bank accounts, to free intercity clearing of up to 50 lakhs per month, banks priority services have become the benchmark
for banking efficiency. Trade Current Account requires maintaining an average quarterly balance
of Rs. 40,000.
PREMIUM CURRENT ACCOUNT
Business needs a partner who can manage finances while concentrate on growing business. Form
this account customer can avail benefits of inter-city banking account that requires an average
quarterly balance of only Rs. 25,000, offers Payable-At-Par cheque book facility & FREE
intercity clearing transactions across our network up to Rs.25 Lakhs per month.
A Current Account with the benefits of accessing account from a large network of branches, and
through direct access channels - the phone, mobile, Internet and through the ATM.
REGULAR CURRENT ACCOUNT
A Current account is ideal for carrying out day-to-day business transactions. With the HDFC
Bank Regular Current Account, customer can access account anytime, anywhere, pay using
payable at par cheques or deposit cheque at any HDFC bank branch. It also facilitates FREE
NEFT transactions & FREE RTGS collections for faster collections in account. Regular Current
Account requires maintaining an average quarterly balance of only Rs. 10,000. With a vast

network of branches in cities all over the country, and access to a multitude of ATM's, customer
can keep track of all transactions anytime.
MAX CURRENT ACCOUNT
Maximum benefits and minimum hassles for customer with Max Current Account with a Rs. 5
lakhs average quarterly balance requirement, bank present to world of privileges that helps
business expand and grow. Features like maximum free transaction limits including other
beneficial features on this current account truly enhances business potential to the Maximum.

FIX DEPOSITS SERVICE

Long-term investments form the chunk of everybody's future plans. An alternative to simply
applying for loans, fixed deposits allow to borrow from own funds for a limited period, thus
fulfilling needs as well as keeping savings secure. People can invest his/her money into either in
security market or gold or mutual fund or into a fix deposits. People always go to that way where
he/she can get more benefits and minimum risks. So, for this purpose he has a better chance to
deposits money in to the fix deposit.
If people believe in long-term investments and wish to earn higher interests on his/her savings,
now is the time to invest money in HDFC bank Fixed Deposit. Get up to 9.75% on HDFC Bank
Fixed Deposit with an additional 0.50% for Senior Citizens. What's more NO PENALTY if
withdraw part of the FD in times of need. Flexibility, Security and High Returns all bundled into
one offering.

REGULAR FIX DEPOSIT

As per the rules and regulation of the bank a person can deposit their money in to a fix deposit in
the bank and can get the benefits of these facilities.
FIVE YEAR TAX SAVING FIX DEPOSIT
In 2006, it was announced for the first time that Bank fixed deposits booked by an

Individual/HUF for 5 years & up to Rs. 1,00,000/- will be allowed exemption under Sec 80C of
the Income Tax Act,1961 subject to necessary declarations taken from the Customer.
DEMAT ACCOUNT SERVICE
Nowadays share market is becoming is the main occupation of the person. So to avoid faulty
processes demat account is really most important for the share market and for the safety of shares
it is most important.
HDFC BANK is one of the leading Depository Participant (DP) in the country with over 8 Lac
demat accounts.
HDFC Bank Demat services offers a secure and convenient way to keep track of securities and
investments, over a period of time, without the hassle of handling physical documents that get
mutilated or lost in transit.
HDFC BANK is Depository participant both with -National Securities Depositories Limited
(NSDL) and Central Depository Services Limited (CDSL).
Safe deposit locker
A Safe Deposit Locker with HDFC Bank is the solution to persons fear. Located at select
branches in cities all over the country, banks lockers ensure the safe keeping of valuables.
In the case of a sole hirer of a safe deposit locker, nomination can be made in favor of only one
individual. Where the safe deposit locker is hired in the name of a minor, the nomination shall be
made by a person lawfully entitled to act on behalf of the minor.

Terms & Conditions

For obtaining a Locker at HDFC Bank you must be an account holder with Bank.
Lockers can be allotted individually as well as jointly. The Locker holder is permitted to add or
delete names from the list of persons who can operate the Locker and can have access to it. Loss
of Key is to be immediately informed to the concerned Branch.

LOAN SERVICES
In todays competitive world everything happens only with the help of money or through the
money every person need money. But some time a person has not cash on hand at that time he
needs lone either from any friend or from any financial institute. Lone does not mean that only
lower class person needs it but also upper class person it is needed.
As per the requirement of the every person there are much type of loans are there in the HDFC
bank.
Personal loan
A person has so many dreams but some time due to scarcity of money a dream cant be satisfy.
So, here one solution for that person this is personal loan. From this he/she can fulfill their needs
or requirement. It can be any thing either a dream of vacation or son/daughters admission to
college or any wedding, so personal loan can be helpful in this entire requirement.
As person ordered in the hotel for tea or coffee and it is immediately came fast, same over here
any person want to get a personal loan with the nominal documents he can get the loan.
Home loan
HDFC Bank brings, HDFC home loans to doorstep. With over 30 years of experience, a
dedicated team of experts and a complete package to meet all housing finance needs, HDFC
Home Loans, help people realize dream.

Vehicles loan
Nowadays the life is being so fast, time value is becoming more important so to reach at the
destination of any business related occasion or for a boy to reach college or any where at the fix
time there are so many requirement of vehicles. But every people have no capacity to purchase
vehicles with cash so for that here in the HDFC bank vehicles loan is available. There are many
types of vehicles loan.
Types of vehicles loan:
Two wheeler loans.
New car loan.
Used car loan.

Tractor loan (for agree culture business).

Commercial vehicle loan.
So, as per the requirement of the person there are these types of loans are available this are at the
chip rate and hassel free from more documentation and other procedure. And commercial
businessman can get the benefits of the commercial vehicles loans. Thus as per the need of
different people there are vehicle loans available. And also terms and condition are different as
per the requirement.
Gold loan
With HDFC Bank's Gold Loan, person can get an instant loan against gold jewellery and
ornaments. The procedure is simple, documentation is minimal and approval is quick. A person
can get 70% loan on the value of the gold jewellery and ornaments. There is also availability of
the overdraft on the gold jewellery. With this a customer can get free additional services like free
personalized cheque book, free international debit card, and free net banking phone banking
services.
Educational loan
Nowadays important of education becoming very high. As it important becoming high it is
becoming costly. So in the higher education some time people can not effort a high price at a
same time. So, there is education loan is also available for the student.
A person can get loan up to 10 lakhs to study in India and 20 lakhs if he wants to study in abroad.
Loan available up to tenure of 7 years including moratorium period. Loans disbursed directly to
the educational institution. It is released as per fee schedules of institutes. Exclusive Telegraphic
Transfer facility available for courses abroad. Loans available for short duration/ job oriented
courses also.

CARD SERVICES
In todays competitive and fast time card services providing by the banks are really very
important to every person and every business needs or to take meal in to the hotel or to purchase
jewellery from the jewellery shops cards are playing good role in the banking sectors. Bank
ranges of Cards help to meet financial objectives. So whether persons are looking to add to his

buying power, conducting cashless shopping, or budgeting his expenditure, he will find a card
that suits him.
Credit cards
A person wants many things like, a trip to Bali, a diamond ring for wife's dreams. Some dreams
can't wait. If there's something person has always wanted. If a person wanted fulfill his wants he
can get benefits from the HDFC banks credit cards facilities. different types of credit Classic
cards:

Silver Credit Card.

Value plus Credit Card.

Health Plus Credit Card.

Premium Cards:

Gold Credit Card

Titanium Credit Card

Woman's Gold Card

Platinum Plus Credit Card

Visa Signature Credit Card

World MasterCard

Commercial Cards

Corporate Credit Card

Debit cards
HDFC Bank Debit Cards give person complete and instant access to the money in his accounts
without the risk or hassle of carrying cash.
Types of debit cards:

Classic card

Easy shop international Debit card.

Premium card

Easy shop gold Debit card.

Specialized card

Easy Shop International Business Debit Card.

Easy Shop Woman's Advantage Debit Card.

Easy Shop NRO Debit Card.

Kisan Card.

Prepaid cards
Besides offering convenience, Prepaid Cards have been tailored to answer travel and gifting
needs.
Prepaid Travel Card.

Gift Plus Cards

Prepaid Gift Card.

Food Plus Cards

Prepaid Food Plus card.

Money Plus Card

The Corporate Payment card

INVESMENT AND INSURANCE SERVICE

Nowadays a ward investment is becoming more popular. Person invest their money in to various
schemes or in to the gold or share market etc. but some time he is in to the difficult situation, for
that bank help person invest wisely through financial and investment services.
Types of investment: Mutual Funds
Invest through the Mutual Fund route to meet varied investment objectives.
Insurance
Traditional Plans

Unit Linked Plans

HDFC children's PLAN.

HDFC Unit Linked Young Star Plus II.

HDFC Money Back Plan.

HDFC Unit Linked Young Star Suvidha.

HDFC Assurance Plan.

HDFC Unit Linked Pension.

HDFC Term Assurance Plan. HDFC Unit Linked Pension Plus.

HDFC Endowment Assurance Plan. HDFC Unit Linked Endowment Suvidha.
GENERAL AND HEALTH INSURANCE
Complete protection for business, health, travel & more.
Bonds

A secure investment avenue giving stable returns with tax benefits.

Financial Planning

Start Now Plan investments to meet financial goals

Knowledge Centre

Profit from research and make informed investment decisions.

Equities & Derivatives

Leverage banks vast information repository and transact online.

Mudra Gold Bar

Buy 24 Karat gold bars made in Switzerland and certified by Assay.

PAYMENT SERVICE

Nowadays life of a person become very stressful and he/she becoming busy with their own
business, but they have to payment for something so for that reason banks payment services
become started.With HDFC Bank's payment services, person can bid goodbye to queues and
paper work. Banks range of payment options make it easy for pay for a variety of utilities and
services.
Verified By Visa
Do you want to be worry free for your online purchases. Now you can shop securely online with
your existing Visa Debit/Credit card.
Net Safe
Now shop online without revealing your HDFC Bank Credit Card number. What more, you can
now use your HDFC Bank Debit Card also for online purchases.
Merchant Services
Accept all Visa, MasterCard, credit and Debit cards at your outlets through state of the art POS
Machines or through your website and experience hassle free payment acceptance.
Prepaid Mobile Refill
If you are an HDFC Bank Account holder, you can now recharge your Prepaid Mobile Phone
with this service.
Bill Pay
Pay your telephone, electricity and mobile phone bills at your convenience. Through the Internet,
ATMs, your mobile phone and telephone - with Bill Pay, our comprehensive bill payments
solution.
Visa Bill Pay
Pay your utility bills from the comfort of your home! Pay using your HDFC Bank Visa credit
card and forget long queue and late payments forever

Pay Now Use your HDFC Bank Credit Card to pay your utility bills online, make subscriptions
and donations; no registration required. Enjoy credit free period and reward points as per your
credit card features.
Insta Pay
Pay your bills, make donations and subscribe to magazines without going through the hassles of
any registration.
Direct Pay
Shop or Pay bills online without cash or card. Debit your account directly with our Direct Pay
service!
Visa Money Transfer
Transfer funds to any Visa Card (debit or credit) within India at your own convenience through
HDFC Bank's Net Banking facility.
e-Monies National Electronic Funds Transfer
Transfer funds from your account to other Bank accounts across India - FREE of cost.
Online Payment of Excise & Service Tax
Make your Excise and Service Tax payments at your own convenience through HDFC Bank's
Net Banking facility.
Religious Offerings.
Now donate to your favorite temple easily and securely using HDFC BANK's Net Banking.

Modus Operandi of retail

branch banking

Modus Operandi of retail branch banking

The sales process is the backbones, which support the organization for smooth running of
business in this competitive era.
In HDFC bank sales are done through direct marketing channels and branch itself. The
products are backed by excellent service and delivered to the customers through the growing
branch network, as well as through alternative delivery channels like ATM's, Phone Banking, Net
Banking and Mobile Banking.
The main idea of doing this project was to know the different channel of sales and have a
practical experience of sales process and retail branch banking system.
STEPS IN THE SALES PROCESS
1. Know Your Product Or Service.
2. Mapping and Profiling:
3. Make Initial Contact.
4. Exchange Information.
5. Propose a Solution.
6. Confirm the Sale
7. Deliver
8. Follow up

BRANCH BANKING
1. Customers queries
2. Account opening
3. Investment
4. Insurance
5. Loans
6. De mat account
7.Deposits and Withdrawal

SALES PROCESS OF HDFC BANK

The sales process of financial product is done through.

Direct Marketing channels

Branch sales

SALES PROCEES THROUGH DIRECT MARKETING CHANNELS

It is done through marketing team, which consists of SALES MANAGER, TEAM

LEADER , and EXECUTIEVES.

STEPS IN THE DIRECT SALES PROCESS

Understand the basics of the actual sales process, and customizing them for your business, are
critical in building customer relationship. Whatever you are setting, and whether you sell product
or service, the following steps are there one should use.
1. Know your product or service :Before you even have a preliminary conversation with a
prospect, it is essential that you should clearly understand the attributes and benefits of your
product or service .sales people must know what people want because HDFC bank have a huge
product range of financial product .
2. Mapping and profiling :Mapping and profiling is the way to aware about the area for
marketing of products. The area like bramulla has huge market potential where an executive has
a great opportunity for sales. This process is helpful to know the area like society where a team
can go and interact with people for sales promotion activity likes canopy, brochure distribution
and so on.
3. Make initial contact :The actual sales conversations with people in your target market begin
when you start letting them get to know you, and vice versa. For my experience, firstly I made
aware my friends and others about my job and then start to find prospect for the business.
4. Exchange information :This step consists of meeting with your prospects, asking them
questions, uncovering their needs, giving them information about your product or service, and
determining how it might fill those stated needs. Don't be afraid to acknowledge gaps in your
knowledge or understanding; such sincerity comes through in a positive way.
5. Propose a solution: Once you have ascertained that there is a good fit between you and the
prospect, you can propose how your product or service would specifically solve a problem or
handle a need. By understanding the features and benefits of competing products or services, you
can also prove at this point how what you offer is better.
6. Confirm the sale: Rather than focusing on "closing the sale," a term that indicates the end of
the process, confirming the sale means you are reviewing the customer's willingness and ability

to make a commitment. It is a natural extension of a sales relationship built on a foundation of

trust, respect and rapport.
7. Deliver: Although actually delivering your product or service is not technically part of the
sales process, it is a very critical step. If you don't deliver, you don't have a sale .In addition,
during this step you have an excellent opportunity to continue to build trust and cement your
relationship with your client.

OTHER DIRECT MARKETING CHANNEL

ATM'S
NET BANKING
PHONE BANKING
MOBILE BANKING

BRANCH BANKING :
Branch banking helps to retain the banks position as the premier Indian financial services group,
with world-class standards and significant global business committed to excellence in customer,
shareholder and employee satisfaction and to play a leading role in the expanding and
diversifying financial services sector while continuing emphasis on its development banking
role.

SALES THROUGH THE BRANCH

It starts when a customer inters into the bank premises, customer may be an existing account
holder or new customer. Branch sales process is taken care by PB sales (Personal banker)
Existing customer . An existing customer act an important role for the productivity of
organization if customer is satisfied he will act as a tool for the promotion of sales Because the
customer may generate leads and make people aware (Word of mouth) about the product and
services provided by the branch. A banker go for cross sell of product with existing customer like
if a customer having a account with the bank ,banker make him aware about other product and
some value added free services which give dual benefit firstly increase sales and secondly
customer satisfaction.

New customer
Customer who is new to the bank is very important for the branch. They must be handled with
great care and responsibility. New customers are not known to the branch so to give him best
service, proper guide and right product according to their need is the best way to retain customer.
For the convenient of the customer there are some specialized desks in the branch that involves
for providing world class service to the customer.
Welcome Desk
Personal Banker
Personal Banker Authorizer
Relationship Manager
Teller
Teller Authorizer

Welcome desk
The customers coming in the branch are firstly get service through welcome desk. Here the entire
query are solved or extended to a particular counter for further assistance, some of the problem
and queries are solved by welcome desk.
Bifurcation of Activities Welcome Desk
CHANGE IN THE ACCOUNT
Change of Name
a] Addition
b] Deletion
CHANGE in Address / Telephone Number
CHANGE in Signature
CHANGE in Directors
CHANGE of Operations Instructions
CHANGE in Constitution
CONVERT Minor into Major
VERIFICATIONS
Signature Verification / Attestation
Photo Verification
REQUEST / SUBMISSION OF DOCUMENT / INSTRUCTIONS
Cheque Book Requisition
Statement Requisition
Clearing Exception Documents Delivered
Submission of Letter of Authority
Submission of Nomination Forms
Balance Certificate
Interest Certificate
Sweep-in Instructions / Super Saver

 FIRC Request
Submission of 15AA
Submission of Mobile Facility, Bill Pay, Phone banking Forms filled
15 H Submission
Add-on Form
DELIVERABLES
ATM Card Delivery
Cheque Book Delivery
Welcome Kit Handover
Hold Statements Delivered
Duplicate Statements Delivered
Welcome Kit Inquiry
ATM / Debit Card Status
Debit Card Request
INQUIRIES / QUERIES
TDS Queries
Balance Inquiry
Details of Cheque Deposits
Details of Cheques Debited
Details of Charges
Details of Interbranch Transactions
LAS Limits
LAS Balances
Cheque not credited to the account
Why cheque was returned
Signature difference - cheque returned
Cheque deposited in ATM not credited
Cash deposited in ATM not credited
How service charges have been levied on AQB

 Details of charges
Query on account closed
Account Transfer Query
Interest Certificate Query
Demat Charges Query
Debit Card Charges Query
Status of cheques sent on collection
Status of Foreign Funds remitted
ATM card not received
PIN not received
Cheque Book not received
Account Number forgotten
Customer ID inquiry
Status on Loan
Why Cheque was returned despite balance
Details of credits not reflecting in account
Inquiry about 'Sorry Cards'
Inquiry about CARD returned in Offsite
Information on DBC
Request to honour cheque against cash deposited
ATM withdrawal - correct cash not received
Credit Card details / payments
TDS certificate not received
Details of account opened recently
Details of cheque returned
Account closed cheque not received
Request to honour cheque
Phone banking problems

FIXED DEPOSIT
Fixed Deposit maturity instructions
Fixed Deposit interest not received
Fixed Deposit advice not received
Details on Fixed Deposits
Rate
Maturity
Tenor
Names
Nomination
Maturity Proceeds
FD instructions to be charged
FD Maturity proceeds not received
Query of FD in different branches
FD Booking
FD Breaking
LOST
Stop Payment Instruction
Debit Card Lost - Hot listing
DEMAT
Demat details
Demat Instructions
Depository on Net
DP opening query
Demat Closure
OTHER
Relief Bonds - query; change of address / instruction
Mutual Fund
Locker opera

To get a practical experience I accompanied with welcome desk and personal banker to get
knowledge of the customer dealing and their queries and solutions.
Queries
All the Queries of the customers are solved in welcome desk of branch. This is an important desk
where every customer approach regarding their problems and need.
In my practical experience, I learnt the customer behavior how the customer reacts when they
having problem .Customer comes with several queries and problems like. New pin request,
stop payment, fund transfer, ATM card, address change, balance enquiry, bank statement,
debit/credit enquiry, penalties and so on
PERSONAL BANKER
Personal banker plays very vital role to increase customer base for the branch
and providing them world-class service. Personal banker involves in the activities given
below

Account opening.

Fixed deposits.

Developing the relationship.

Service after market commitment.

Maintaining the PB sales portfolio.

To maintain KPI (Key Productivity Index)

Selling Third Party Products (mutual funds, insurance)

Generating new leads and passing the lead to the COEX.

Achieving over all branch target.

Customer service.

Account opening:Saving account, salary account, current account, NRI account, Kids advantage accounts, FDs etc
are opened in the branch.
I was involved in account opening like salary account, saving account, FDs of walk-in
customers.
Investment: Investment is a crucial decision of any investor. A banker acts as an advisor to
suggest the customers regarding their investment.
Mutual fund: People are interested in mutual fund because of small investment diversified
portfolio, systematic investment plan, professionally management of shares and high liquidity.
The mutual fund are having open ended or close ended scheme, net assets value and expense
redemption sponsors, trustees, registrar are behind the mutual fund who help the investor to
invest in mutual fund ..
Form feeling and investment pattern are also study by accompanied with the banker. Here I
learnt about the mutual fund and their documentation.
Pan card is mandatory for every investor in which BM approval is required.
DEMAT and TRADING A/C
Demat account is necessary for trading purpose .It is just a way to keep your shares.
Document: pan card (mandatory), Residential proof.
PERSONAL BANKER AUTHORIZER
PBAs contains very responsible job profile in retail branch banking system.

Locker operations

Forms Checking

Maintaining FTNR (First Time Not Read less than 2 %)

Maintaining Depletion

TELLER
Teller helps the customer in cash/cheque deposit, withdrawal, debit/ credit enquiry,
Forex services, currency exchange and so on..

FRANKLIN
Franklin is done in the branch itself for the convenient of customer.
Insurance, loans .deposits etc are services provided by the branch.

SIX FORCES AREAS IN BRANCH BANKING

Having explained the 2 principles by which Branch Sales & Service objectives are met, the rest
of this document seeks to detail the specific actions taken to address the following subjects:
1. Sales Model
2. Cross Sell
3. Attrition Management
4. Channel Management
5. Cost Management
6. Customer Profitability

1. Sales Model
The Banks acquisition targets are met through two channels the Direct
Sales Channel (HBL) and the Branch Channel. Traditionally, the Banks Branch Channel has
been a Liability channel. Flowing from this, Branch sales model focuses on the acquisition of
new Liability customers and accounts. Products included under this are:
q Current accounts
q Savings accounts
q Fixed Deposit accounts
How do we sell at branches?
A) Sales at branches are primarily done by PBs with the active support of
COEXs.
q The PB makes a direct sale to a person who walks into our branches with the
purpose of opening a Liability account.
q A sale is also made by actively generating leads and referrals of potential

customers from existing customers at every point of contact by PBs.

q The PB uses every service opening as an opportunity for lead generation.
q The LSE through lobby management and database calling generates CASA leads.
q The COEX then closes the sale by visiting the potential customer and completing
the documentation.
B) Conducting promotions and marketing campaigns to create awareness about
the Banks products, generating leads and acquire new customers.

2) Cross sell
Having acquired Liability customers, branches Cross Sell all products and services to these
customers with the objective of deepening relationships. Branches carry targets for the following
products and service
1. Assets AL, PL, CL and LAS
2. De mat accounts
3. Direct Banking Channels Phone Banking, Net Banking, Mobile Banking and ATM.
4. Credit Cards
5. Bill Pay
6. Debit Cards
How do we Cross Sell at branches?
q Cross-selling at branches is primarily done by PBs with the active support of COEXs.
q PBs cross-sell to all branch walk in customers by converting every service opening
into a sales opportunity.
q The services of outsourced staff are also used to assist with cross sell efforts:
q LSE and COEX for De mat.
1. Assets AL, PL, CL and LAS
2. De mat accounts
3. Direct Banking Channels Phone Banking, Net Banking, Mobile Banking
and ATM
4. Credit Cards

5. Bill Pay
6. Debit Cards
q HBL resources for Asset sales
q Focused database calling to our existing customer base.

3. Attrition Management
Attrition includes decline in balances as well as closure of accounts.
Branches primarily focus on Attrition Management by identifying and pro actively managing the
most profitable set of customers. This leads to enhancement and retention of these profitable
relationships.

4. Channel Management
By Channel Management, we mean ensuring that the branch channel is not
being misused by unprofitable customers who excessively transact at branches, thereby
creating avoidable servicing load on branches.
How do branches ensure their Channel is effectively
managed?
q Consistently migrate traffic to DBCs at every point of contact.
q Walk in customers.
q Database calling
q Primary objective of LSE to aggressively promote DBCs to branch lobby traffic.
q Centrally identifying unprofitable users of the branch channel and providing these
databases to branches to migrate traffic to DBCs.

5. Cost Management
For the purposes of branch management, the Costs we are concerned with
relate to Controllable Costs. These are costs for expenses that active management can ensure
are contained within reasonable budgeted levels.

How do branches ensure Costs are effectively

contained?
q By being aware of budgeted levels for each cost head.
q By monitoring actual expenditure against each budgeted cost head.
q By creating awareness of cost consciousness among branch staff.

6. Customer Profitability
Customer Profitability is an outcome of revenue generated by a
customers relationship after deducting expenses incurred in servicing the relationship.
Revenue = spread earned on balances maintained + charges levied.
Expenses = transaction and servicing costs across channels.
Normally, customer profitability in Retail Banks is managed centrally through pricing of
products and services.

RESEARCH
METHODOLOGY

RESEARCH METHODOLOGY
Marketing research is the systematic and objective identification, collection, analysis,
dissemination and used of information for the purpose of improving decision making related to
the identification and solution of problems and opportunities in marketing. Each phase of this
process is improvement. We define or identify the marketing research problem or opportunity
and then determine what information is needed to investigate it. Because every marketing
opportunity translates into a research problem to be investigated in terms of Problem and
Opportunity. Next, the various sources of information are identified and a range of data
collection methods, varying in complexity are evaluated. Then the data are collected using the
most appropriate method, analyzed, interpreted, and inferences are drawn. Finally the findings
are presented in form of a report that allows the information to be used for the purpose of
management decision making.
The main issue being discussed here is the emerging trends of corporate salary account
business. For this purpose data was collected using both primary and secondary sources.
Primary data: - The primary data is collected from
q Questioner
q Personal interview from the companies and corporate.
q Focus group interview
q Observation
q Critical incidents
Secondary data collection: - The secondary data is collected from
q Internet
q Magazine

q Corporate directory
Information was collected by using a carefully prepared questionnaire, which was designed
keeping in mind all the aspects of the issue.

DATA ANALYSIS
&
INTERPRETATION

TABLE NO. 1 :Purpose of visit to the bank

Purpose

Respondents

Cheque deposits

42

Money Deposits

68

Money Withdrawn

36

Demand Draft
Others

24
30

(A customer sometimes has to visit the bank for two purposes. For instance, Cash Deposit
and Balance Enquiry)

Interpretation:- From the table we can conclude that most of the respondent visit the bank for
the purpose of money deposit, hence the bank should promote their direct banking channels to
these customers so that they can reduce the footfalls in the bank.

Table No. 2:-

Does the Bank Inform you About New Products and Services?
Particulars
Customer response
Percentage

Yes
152
76

Sometimes
38
19

No
10
5

Interpretation:From the above graph we can see that about 76 % of respondents gave positive answer .Hence
we can say that the bank is always proactive when it comes to business and keep its customers
informed about the new products introduced from time to time.

Table No 3:- Period of Investment

Particulars

Respondents

Percentage

Six months

32

16

One year

40

20

Two years

34

17

Three years

32

16

More than three years

62

31

Interpretation:From the graph we can interpret that most of the respondents i.e.31%, go for long term
investment i.e. for more than three years, because long term investment has low risk and
attracts better returns.

Table No. 4:-

Factors Affecting Investment Patterns

Particulars

Respondents

Percentage

Risk

142

71

Time of investment

24

12

Rate of return

34

17

Interpretation:The majority of respondents i.e. 71% ranked risk as the important factor on top of rate of return
and time of investment. This shows people from all the three categories consider risk as most
important factor. This trend lies in the culture of Indian customers.

Table No.5: -

Satisfaction Level with the Bank

PARTICULARS
DELIGHTED
SATISFIED
NOT MUCH SATISFIED
DISSATISFIED

RESPONDENTS
112
62
20
6

PERCENTAGE
56
31
10
3

Interpretation:From the above graph we can see that about 76 % of respondents gave positive answer .Hence
we can say that the bank is always proactive when it comes to business and keep its customers
informed about the new products introduced from time to time.
Table no. 6:- Why you have preferred HDFC bank for opening an account?
Most preferred reason to open an account (Ranked 1st Reason)
Due to brand name

34

Existing account holder

38

Less documentation

16

Less processing time

18

Near to your place

66

For features and benefits

28

OBSERVATION AND FINDINGS

OBSERVATION AND FINDINGS

q Baramulla branch is only three years old branch but within this short span the
branch was able to capture the large no of market share as there is already j&k branch near
by area but still it becomes 15 crore Book value branch which is a mild stone itself.
q Name of the organization is the most striking feature, which attracts the customer as it

gives the international feeling.

q Reasons that makes HDFC a market favorite.
q Its brand name feels people proud to be associated.
q Marketing executive play a vital role in persuading people to open their account in
HDFC BANK. All their pains of going to the opening of customers and collecting all
documents necessary for opening of accounts are bearing fruits.
q The bank has around 25% of high profile customers which consist of preferred and
classic customers. These customers give maximum profit to the bank. The bank has to
maintain good relationship with them.
q The bank has around 42% of customers having income more than 5 lack, these people
should be targeted as they can contribute to banks maximum business.
q Most of the customers are banking with the bank from last two years this means that
HDFC Bank has increased its customer base by significance number.
q Most of the bank customers visited the bank for the purpose of cash withdrawal and
deposit.
q Many of the bank customers wanted the bank to start the process of third party money
transfer and bank cash book facility.
q Most of the bank customers who had access to the bank facilities like Debit cum
ATM cards, Direct Banking Channels, Credit Cards etc. often used these channels for their
transactions instead of directly visiting the bank.
q About 47% of the bank customers invested their money for more than three years i.e.
the bank customers look for long term investments with the bank.
q 71% of the bank customers rated risk as a crucial factor before investment.
q Almost 87% of the bank customers are satisfied by the banks service.

LEARNING
FROM
TRAINING

LEARNIN FROM TRAINING

Duration of my project was 2 months which I suppose is enough time to learn about any as
organizations working process and strategies with full of dedication thats what I did there.
During my summer training I learnt a lot about HDFC banks sales process and operations and
able to develop my skills which are mentioned below
q Communication skills
q Convincing skills.

q Selling skills.
q I came to know the documentation procedure of HDFC Banks products like .. Savings
account, saving salary account, FDs, Demat account etc.
q I came to know that todays demand in service industry is only maintaining the relationship.
Customer should blindly trust on you.
q Never miss sell the product.
q Never underestimate any customer on the basis of his dressing sense.
q I came to know the customers behavior.
q Improvement in Confidence level.
q Become aware about self abilities, strength and weakness and got able to cope up with areas of
weakness.
q I came to know about working procedure of corporate sector as well as banking sector.
q I learn to flinch which improve my negotiation skills.
q I learn that in Marketing field the most necessary part is to communicate with customers, either
they purchase the product or not, but you have to maintain the relationship for ever.
q I got the practical knowledge about all the marketing theories which I studied in the class room
during my class sessions. And able to learn how to apply marketing
tips in practical corporate world.

PROBLEMS
&
LIMITATIONS

PROBLEMS & LIMITATIONS

The project was based on certain factors which also have their shortcomings. These factors need
to be looked into. Since the objective of the project was to understand the retail branch banking the sales process and operations included understanding the buyers behavior, their investment
patterns with HDFC bank. There may be certain factors which restricted the scope of the project.
These are discussed below
1. Non serious attitude of the customers.

2. We cannot force to the customer to tell why they are using our competitors product, there can
be various reasons like they have taken loan from those bank, or near by the company.
3. This research was only limited to baramulla area.
4. Some time some of the people can give wrong or incomplete information so that to find out
actual result we can not fully believe on the questionnaire.

SWOT ANALYSIS

SWOT ANALYSIS
Strengths
1. Strong sales team who are recruited through tough interviews and promotion.
2. Proximity and accessibility to the customer.
3. Established brand name.
4. Diversity, resilience and flexibility.
5. Bank with a good financial backup

6. Quality service is assured if one has a banking relationship with HDFC BANK
7. Unlimited access to ATMs of Branches across the country.
8. Good infrastructure & good incentives for the result oriented employees.
9. Large number of branches in Metros.

Weakness
1. Number of HDFC ATMs is less than its close competitors.
2. Lots of documentation which takes a lot of time.
3. Processing time is too much in comparison to competitors.
4. HDFC bank uses FIWARE as a software wish is too time taken.
5. Average quarterly balance is comparatively higher than most of its competitors.
6. Penalties are higher for non-maintenance of average quarterly balance.
7. Bank charges are high (Demand draft, pay order charges).
8. Customer of middle income group hesitates to start a relationship with HDFC Bank.

Opportunity
1. To expand the business across the country.
2. Lots of scope for product variation.
3. Tap the middle income group and the salaried class.
4. Lots of scope for growth in the Indian market.

Threat
1. ATM infrastructure of its competitors.

2. Players have similar strategies.

3. There is not much differentiation between the services and products of other banks.
4. HDFC bank has lots of unnecessary salary account which is increasing the no of
account but decreasing the quality of the customers.

CONCLUSION

CONCLUSION
Customers of the bank belong to various cultures, backgrounds and different segments of the
society, hence they exhibit different attitudes while decision making. Hence, while doing the
analysis the customers were divided into various types on the basis of their product holding and
their investment patterns were investigated.
The results showed that the High Profit customers gave more emphasis on Rate of Returns

and the period of investment while Mixed Bag customers considered Risk, Rate of Returns
and period of investment as the important factor before investing. Losing customers gave
more emphasis on Risk and Rate of Return.
This also validates that though our economy is booming and purchasing power of Indians is
increasing but still risk remains the most important factor when it comes to investment decisions.
Therefore, the bank must project itself as a responsible bank where there is minimal risk of
investing.
The Bank has 25% of high profile customers which gives 80% of business to the bank, so bank
has to maintain good relationship with them and attract them by special offers and make them
realize how important they are to the bank.

RECOMMENDATIONS
AND
SUGGESTIONS

RECOMMENDATIONS AND SUGGETIONS

To work on this project I have find out some of the points where the management of HDFC bank
should think. And by which they can increase customer base as well as they can give better
service to the customers as well. They are as follows.
1. HDFC Bank should launch a campaign to promote Third Party Product / Advisory services so
that the KPI (key productivity index) of the branch can increase.

2. There should be a Toll Free banking number.

3. The bank should migrate to software, which supports multiple applications on a single
platform FINACLE with competitor banks like ICICI, AXIS bank.
4. Deposit slips should be self-inking ones.
5. Passbook should be in a proper form like other banks and not like the ones, we have now.
6. Ability to solve the query and difficulties of the customers is very essential for the business
aspect for that matter sales team should be properly trained and all the formalities they must
know, otherwise approach to the preferred customer becomes horrible task and it creates bad
impression about the bank. Training programs for sales executive should be conduct at regular
interval.
7. The bank should Use the Customer-Profitability Matrix to pitch in different products to
different types of customers.
8. Necessity to Decrease processing time because HDFC Bank takes too much time for its
process as compare to its competitors and in present scenario customer wants less processing
time and less documentations to make banking easy. So it is very important to minimize
processing time.
9. Very essential to motivate team to improve their performance. This is corporate sales, which is
tough but challenging job. Sometimes team members become frustrated due to work pressure
and high targets. So to get best from the team, sales manager should use various managerial
techniques to reduce pressure and to create better output.
10. Sometimes sales person do miss sell the product for achieving their targets in this case due
to lack of information customer face unnecessary charges and starts shouting on the branch
officials. So to avoid such cases sales manager should keep a track about the sales MIS.

11. After making a new preferred customer or after selling them new products, service should be
even better so that customer base can increase and percentage of unsatisfied customer can be
reduced. HDFC banks service is better as compare to its competitors but sometimes
irresponsibility of sales person result in unsatisfied customer and they start banking with others.

BIBLIOGRAPHY

BIBLIOGRAPHY
Books referred
Marketing management Philip Kotler
Organizations journals and magazines

 Newspapers (Economic Times, Business Standard, and Times of India

Banks intranet
www.mekiensy.com
www.hindubusinessline.com
www.research.com
www.businessballs.com
www.questia.com
www.hdfcbank.com
www.google.com

ANNEXURE

ANNEXURE
1) Are you Salaried or Self-Employed?
Salaried

Self-Employed

2) What are your income levels?

Less than 1.2 lac p.a Less than 2.5 lac p.a.
Less than 5.0 lac p.a. More than 5 lac p.a.
3) Since, how long are you banking with HDFC Bank?
Less than a year Two years
Three years

More than three years

4) How many times do you visit the bank?

Daily

Twice in a week

Monthly

Quarterly yearly

5) What is the common purpose of your visit to the bank?

Cheque Deposit Money Deposit Money Withdrawal
Balance Enquiry Demand Drafts Others
6) How often do you visit the banks ATM?
Daily More than once a week Weekly
Monthly Yearly
7) What number of accounts you have at HDFC Bank and of what type?
8) Are the accounts held by one person or by different members in the family?

9) Does the bank always inform you about the new products or services introduced by
them?
Yes

Sometimes No

10) For what period of time do you usually invest your money into various sources?

 Six month One year Two years

Three years More than three years
11) Which is the most important factor you consider before investing ?
Risk

Time of investment Rate of return

12) Which product of HDFC Bank do you prefer the most?

Net banking ATM Phone banking Others
13) Do you think HDFC Bank is an accountable bank to invest in?
Yes No
14) Are you satisfied with the ways HDFC Bank has designed their products?
strongly satisfied

somewhat satisfied

Neutral

Somewhat dissatisfied strongly dissatisfied

15) Are you satisfied with HDFC Bank as a whole?
Delighted

Satisfied

not much satisfied Dissatisfied

16) Why you have preferred HDFC bank for opening an account?
Most preferred reason to open an account (Ranked 1st Reason)
Due to brand name
Existing account holder
Less documentation

 less processing time

Near to your place
For features and benefits