SIP PROJECT ON ICICI BANK BY :- GAURAV BHUT

Report on ICICI BANK
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The
Summer Internship Project report
“RATIO ANALISIS”
At
ICICI BANK.
Submitted By
Bhut Gaurav B.
Enrollment No. 137730592202
Academic Year: 2010-11
MBA Semester III
Institute Name:
Sunshine Group of Institutions,
Faculty of Management, Rajkot
Submitted To
Gujarat Technological University

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PREFACE
A man without practical knowledge is just like a rough diamond. To shine like a real
diamond one must have practical exposure of what he has learnt. For the management
students, theoretical knowledge is just like lock without key, so practical knowledge is of
utmost importance.
It is quite true that world outside; your cozy home is many times quite different from
what you have perceived. Similarly it is possible that theoretical knowledge acquired in
the classroom may differ from the practical knowledge.
As a curriculum part of M.B.A. course, I have taken my practical training at ICICI
BANK, JUNAGADH .
It is my pleasure to present this project work after I had finished my summer training at
ICICI BANK. This training has expanded my horizon of knowledge in practical as well
as theoretical, which is vital for student in management level studies. Only the basic
understanding of the principles of management is not sufficient but their application is
also equally important.
I worked at Main Branch, Junagadh and have tried my best to collect information on
Marketing, Finance, Operation and Human Resource by visiting each of the departments.

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ACKNOWLEDGEMENT
To acknowledge is very great way to show your gratitude towards the persons who have
contributed in your success in one or other way.
I find words inadequate to express my gratitude towards Mr. Gaurav Joshi, Branch
Manager, for providing me an opportunity to carry out my summer training at ICICI
BANK LTD., Junagadh.
At the very outset of the training I deem it is my pious duty to express my sincere thanks
to Mr. Ashish Rathor, Regional Product Manager, Mr. Jayesh Vasani, Assistant
Unit Manager and Mr. Hitesh Sheth, Assistant Unit Manager, for his continuous
guidance and supervision during the training period.
My most profound thanks to my revered guider Prof. Alpesh Shah whose generous and
able guidance has always been an unfailing source of inspiration throughout my training
period.
DATE:
PLACE: RAJKOT
Yours faithfully,
GAURAV BHUT

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DECLARATION
I Mr. GAURAV BHUT student of M.B.A – Sem. III hereby declare that the project
work presented in this report is my own work and has been carried out under
supervision and guidance of Professor ALPESH SHAH, Professor of sunshine
institution Rajkot
The objective of the training undertaken is to know all the department of the organization
and to acquire practical knowledge in particular field.
This work has not been previously submitted to any other university for any other
examination.
DATE :
PLACE : RAJKOT

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FROM CEO’S DESK
Over the last few years, ICICI Bank has taken rapid strides in
developing new businesses in line with its proposition to offer
complete financial services to both corporate and retail customers.
With the recent addition of insurance, I believe our proposition is
now fulfilled. Going forward, our challenge will be to continue
innovating to improve market shares and maintain our competitive edge. In this endeavor,
we will continue to benchmark with global best practices to ensure optimum utilization of
our resources and the finest exposure to our work force. The speed with which we have
been able to transform our organization and successfully start so many new businesses is
almost singularly owing to the skills, enterprise and the depth of our human resources.
We are committed to enriching this valuable resource, which in turn, will allow us to
bring innovative practices to the world of financial services in India.With technology
playing the key role.
My vision is to develop ICICI Bank into an organization that is empowered by bright and
talented individuals, working in teams and riding on the backbone of excellent
technology. We are getting there. Moreover, we look forward to you joining us in this
journey.

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INDEX
NO. PARTICULAR PAGE NO
1 GENERAL INFORMATION 9
2 MARKETING DEPARTMENT 51
3 HUMAN RESOURCE MANAGEMENT 89
4 FINANCIAL MANAGEMENT 111
5 RECOMMENDATION & SUGGESTION 149
6 CONCLUSION 150
7 BIBLIOGRAPHY 152

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GENERAL INFORMATION

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INDEX
OF
GENERAL INFORMATION
NO. PARTICULAR PAGE NO.
1 INDUSTRY ANALYSIS 11
A. Brief History of Industry 12
B. Current Status of the Industry 25
C. Future of the Industry 27
2 COMPANY OVERVIEW 29
A. Basic Information 30
B. Board of Directors 31
C. Brief History of the Company 33
D. Competitors 44
E. How ICICI is better than others 46
F. SWOT Analysis 49

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INDUSTRY ANALYSIS

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A:-BRIEF HISTORY OF THE
INDUSTRY
BANKING, TRADE AND COMMERCE
HISTORY OF INDIGENOUS BANKING
The indigenous bankers who belonged to different communities lent money on the
security of jewels and also on promissory notes. They functioned both in urban and rural
areas. Most of the loans were short-term, repayable with interest after the harvest of the
crops, either in one or more installments. The conditions were informal in that the loans
could be obtained at any time and without any security depending on the confidence and
the relationship of the lender with the borrower.
Nevertheless, money-lenders and pawnbrokers have a great hold over agriculturists and
others, and their success lies in their intimate knowledge of their customers. Besides the
terms are mostly informal and there is no hard and fast rule about the security or interest.
MONT-DE-PIETE: Called as Pawn office, set up by the French, by means of an
ordiance dated 1 May 1827 initially at Pondicherry and setup similar institution at
Karaikal under the arretes of 29 July, 1907. The Institution was provided with necessary
funds from the reserve fund. It rendered great service to the needy sections of the
population and notably the small agriculturists by providing them advances at reasonable

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rate of interest. The institution gave loans from Rs.3 to Rs.3,000 on the security of
jewels and silver articles depending on the value of the security, the amount of loan
ranging from 1/4th to 4/5th of the total value of gold ornaments or silver articles, as the
case may be. The rate of interest fixed at 8 percent per year. As the institutions had only
limited resources at their disposal, they were unable to meet the credit
requirementsofthepeople.
PONDICHERRY POWNBROKERS ACT based on the Madras Pawnbrokers Act, 1943
was passed in 1966 with slight modifications to meet the local requirements and
brought into force on 15 October, 1966. The USURIOUS LOANS ACT, 1918 (Central
Act) extended to this Territory in 1966 was brought into force on 1 September 1970.
THE PONDICHERRY MONEY-LENDERS ACT, 1970 (26 of 1970) which sought to
regulate and control the business of money-lending by introducing the system of
registration was assented to on 19 August 1970 and made applicable to Karaikal region
with effect from 1st October, 1970. The Tahsildars and Deputy Tahsildars function as
Inspectors under the Acts with power to inspect the accounts of the licensees
periodically and to take legal action against offenders.
THE INDIAN BANK SURVEY IN 1970, revealed that there was a good cause for
establishing several branches of COMMERCIAL BANKS in the Territory. Moreover,
it would be to the mutual benefit of the banks and the public if commercial banks could
take to small lending's against mortgage of jewels and utensil in a big way. This would
free the people from the exploitation of pawnbrokers and it would also promote the
banking habit among the lower strata of people.

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GENERAL CREDIT FACILITIES
JOINT STOCK BANKS: With the extension of the BANKING COMPANIES ACT,
1949 and the FOREIGN EXCHANGE REGUALTION ACT, 1947, to Pondicherry in
1954 the stage was set for Indian Banks to open their branches in this Territory.
A branch of UNITED COMMERCIAL BANK was opened in Karaikal on 10 August,
1973. The bank extends every kind of banking facility to the public.
As on 31 December 1975, three branches of the INDIAN OVERSEAS BANK were in
operation in Karaikal region viz. Karaikal, Thirunallar,and Thirumalairajanpattinam.
As on 31-12-1975, THE STATE BANK OF INDIA, INDIAN BANK, CANARA
BANKare alsohavingbranchesinKaraikal.
Besides these banks, The Lakshmi Vilas Bank Ltd. has also opened its branch. All the
branches of the banks are having Savings Account, Recurring Deposit Account,
Current Account, Term Deposit, Cummulative Deposit Schemes, etc.
Most of the banks are having facilities of foreign exchange,
agricultural finance. Farmers were advanced liberal loans for the purchase of pump-
sets, tractors, etc., and towards crop loans. Proposals for loan from small and
big industries, professional men, self-employed persons, etc. are entertained. Village
Adoption Scheme, Lead Bank Scheme sponsored by the Reserve Bank of India for
provision of comprehensive credit to small farmers, and Consumer Credit-Installment
Loan Scheme are provided by these banks. Assists import and export trade, deals
pledge of gold ornaments, etc. Travellers Cheques, Letters of introduction are available.
Credit Card System, and ATM are introduced in some banks. Housing Loans

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SchemesarenowfamiliarizingintheBanks.
The Depositors are mostly middle class businessmen, salaried persons and French
pensioners, educational and religious institutions apart from the Government
transactions and deposits, etc. Most of the depositors, belong to the low income group as
well as the salaried middle income group besides small organizations. Agriculturists in
selectedvillagers.
The public have not in general taken to the banking habit. While the public have shown
great enthusiasm to avail of loan facilities from the banks, they have not shown the same
degree of enthusiasm to deposit their surplus funds in the banks. However, most of
the NRIs are interested to settle in Karaikal region and the NRI deposits are now filling
the Bank deposits more than the expectations.
CO-OPERATIVE CREDIT BANKS and SOCIETIES are also meet the long term /
short term credit requirements of the public / ryots in this region.PRIVATE
BANKS, such as the Kumbakonam parspara sagayanithi limited, etc, are also
functioning.
COOPERATIVE CREDIT SOCIETIES AND BANKS : The small farmers and tenant
holders badly needed finance to carry on their agricultural operations. They also had to
withstand the effects of droughts and floods from time to time. All these factors placed
the small farmers at the mercy of the money-lenders. Thus the introduction of
cooperative institutions in the Territory came as one of the salutary results of merger.
The cooperative credit system in the Territory is built upon a two-tier structure i.e., the
Apex Financing Agency at the top and the credit societies at the primary level.

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THE PONDICHERRY STATE COOPERATIVE BANK LIMITED was duly
registered on 10 October 1958. The bank started functioning from 30th October
1958, which has jurisdiction over the entire Territory is the Apex Cooperative sector
channeling the funds received from the Reserve Bank of India to the affiliated credit
societies at a lower rate of interest. It provides short term and medium
term agricultural loans to the agriculturists through its affiliated societies. The bank
also issues medium-term loans for non-agricultural purposes to public servants through
the affiliated staff cooperative societies to a limited extent.
AGRICULTURAL CREDIT SOCIETIES, FARMING SOCIETY, MARKETING
SOCIEITES, PRIMARY COOPERATIVE BANKS, NON- GRICULTURAL CREDIT
SOCIETIES, CONSUMER STORES SOCIETIES, WEAVERS
SOCIETIES, INDUSTRIAL SOCIETIES, HOUSING SOCIETIES, and OTHER
TYPES OF SOCIETIES were affiliated to the bank.
GENERAL & LIFE INSURANCE
LIFE INSURANCE : After the formation of LIFE INSURANCE CORPORATION OF
INDIA in September, 1956, the Servicing Branch of Nagapattinam under the
Controlling Divisional Office at Thanjavur, Karaikal has been provided all services by
the LIC. However, a separate servicing branch has also been opened some years ago in
Karaikal which is more helpful to the people of Karaikal.
SSS: The Salary Savings Scheme was introduced benefiting government
employees. The Salary Savings Scheme is not only applicable to government servants
but also to the employees of mills, local bodies, etc.

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UTGEIS: A special scheme for the Union Territory Govt. Employees Insurance
Scheme has been introduced and functioning for the welfare of Govt. employees.
LIC introduced Income tax benefit schemes which are familiar to the Medium and High
IncomeGrouppeople.
Housing Scheme is now very popular. Under this scheme purchase of plots, construction
of new house building, purchase of ready built building, re- constructing of old
building, etc. schemes are available. Special and attractive Schemes for NRI also
available.
GENERAL INSURANCE
General insurance companies operated in various parts of India for the purpose fire and
transit insurance for house and other buildings have not branches in Karaikal. However,
the NEW INDIA ASSURANCE COMPANY having its branch and provide service on
motor insurances for the various fleet owners and individual vehicle owners among
government officials and general public.
STATE ASSISTANCE FOR INDUSTRIAL DEVELOPMENT
Pondicherry administration initiated several measures to speed up the industrial
development of the Karaikal region under the SINGLE WINDOW
SYSTEM. The establishment of an INDUSTRIAL ESTATES to encourage the growth
of small scale industries. Providing financial aid to industries should be passed as
early as possible for the purchase of land, construction of factory
building, purchase of tools, equipment, machinery, and also provided for the payment

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ofasubsidy on interest. An act also passed in this regard called PONDICHERRY STATE
AID TOINDUSTRIESACT,1970.
THE INDUSTRIAL DEVELOPMENT BANK OF INDIA AND THE INDUSTRIAL
FINANCE CORPORATION OF INDIA, extended refinance facility to industrial units
in the Territory. Also offer a lower rate of interest, longer moratorium and
amortisation periods and accept a lower margin of security.
PONDICHERRY INDUSTRIAL PROMOTION, DEVELOPMENT AND INVESTME-
NT CORPORATION LIMITED (PIPDIC): This Corporation was incorporated under
the Companies Act, 1956, on 17 April 1974. Its objective is to work
for the industrial development of the Territory. The Corporation is managed by a Board
of Directors appointed by the Lieutenant-Governor. The implementation of the
Central Government's outright grant or Capital Subsidy Scheme was handed over to
this Corporation. Schemes for financial assistance to small, medium and large-scale
industries as well as technocrats have also been formulated by the Corporation.
OUTRIGHT GRANT: Following the declaration of the entire Union territory
as an industrially backward area in September, 1971, entrepreneurs became eligible
for certain concessions under the Central Government's outright grant or subsidy
scheme.
Arrangements were made in to register small-scale industrial units with the
Directorate General of Supplies and Disposal through the National Small
Industries Corporation and Small Industries Service Institute in order to help them
markettheirproducts.
CONSULTANCY SERVICE: Services of experts of the various Regional
Productivity Councils of the National Productivity Council and other Organizations

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which offer consultancy services are made available to small-scale units in the
Territory.
RAW MATERIAL DEPOT: This helps secure priority allocations for industrial and
scarcematerials.
SALES TAX EXEMPTION/CONCESSION: The Govt. gives exemption from the
payment of sales tax and further reduced by half the central sales tax payable in respect
of all goods manufactured by small-scale industries under certain conditions.
REMISSION OF STAMP DUTY: This Administration have also exempted all types
of industries from payment of stamp duty for deeds executed in favour of the PIPDIC.
EXEMPTIONOFREGISTRATION FEE: Small-scale industries in
Pondicherry are exempted from the payment of registration fee under certain
conditions.
POWER SUBSIDY: The administration had announced a scheme of power
subsidy for low tension and high tension power consuming industries.
MISCELLANEOUS CONCESSIONS: Facilities like hire-purchase of
machineries, Price preference, Industrial tour for getting technological advances.
SMALL SAVINGS
In Karaikal region, the functions for the NATIONAL SAVINGS
ORGANISATION, are performed by the Assistant Regional Director, Trichirapalli,

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andtheDistrictSavingsOfficer,Nagapattinam.
STATE ADVISORY BOARD: Constituted to advise and guide the
administration to popularise the small savings with the Chief Secretary as Chairman and
theFinanceSecretaryasVice-Chairman.
OPERATION SCHEMES: In Karaikal region all the Sub-Post Offices, and Branch
Officesrenderthesavingsbankfacilities.
Fixed Deposit Scheme, The Cumulative Term Deposit Scheme, Cash Certificates are
introduced for the inducement of Small Savings.
CHIT FUND
The chit fund locally known as ceetu serves both as a profitable avenue of investments
andaconvenientmethodofsmallsavings.
To have effective control over the functioning of the chit fund companies and
to safeguard the interests of the subscribers, the Pondicherry Chit Funds Act, 1966
was passed . This Act, which provided for measures to regulate chit funds, was brought
intoforceon1st August,1977.
In Karaikal, The Mayavaram Chit fund ltd, Visalam Chits, etc., are functioning. In
addition to the chit fund companies mentioned above, there are also some vessel,
furniture, Gold ornaments, and other merchants who run chits. The difference is that the
prize winner gets the prize in kind of terms of the agreement and once having won the
prize, the subscriber is not required to pay his subscription any further. The Chit Funds
Act does not cover this kind of chits.

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COINS AND CURRENCY
With merger, THE INDIAN COINAGE ACT, 1906, THE RESERVE BANK OF
INDIA ACT,1934 AND THE CURRENCY ORDIANCE OF 1940 were extended to
the Territory with effect from 1 November, 1954. With the extension of these Acts,
Indian coins, one rupee notes and bank notes issued by the Reserve Bank of India
formally became legal tender in the French establishments.
Foreign currencies brought by the NRIs have also been exchanged in the selected
branches of the Scheduled Banks.
COURSES OF TRADE
EXPORT AND IMPORTS IN OLDEN DAYS: Rice was lifted chiefly from Karaikal.
Pottery, ground-nut oil, oil, small quantities of coconuts, tamarinds, onions,
tannin, dyes, coconut oil, chillies, coriander and gingelli were also exported. The
export from Karaikal was about one-nith of the total sea-borne trade.
Imported Petroleum served as a depot for the surrounding districts.
Smaller imports included wines, spirits and other liquors,coal, cotton thread, jute
bags and grains. A large proportion of the import trade was with the British Empire and
a small proportion with France and the French possessions.
Gold which fetched a much higher price in India than in French India was taken to the
frontier in larger quantities. Gold and Diamond were imported through official
channels paying customs duty which was nominally increased subsequently to improve
the revenues. These were smuggled to the Indian Union. In turn, more Indian

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rupees from Pondicherry reached Hong Kong and the Persian Gulf wherefrom gold
wasbrought.
AFTER MERGER : The Import and Export Control Act, 1947 was extended to these
establishments with effect from 1 November, 1954. Import and export licences were
granted in accordance with the policy announced by the Indian Government from time
totimeonanall-Indiabasis.
A Special Additional Licensing Scheme was introduced for the first time during the
January-June 1955 period. The main items of imports under this scheme were
electrical instruments, motor starters, house service meters, betel-nuts, cloves,
chemicals, drugs and medicines and other consumer items imported in terms of the quota
system.
Presently, the traders know the modern technique of trading method and at present in
Karaikal various kind of products such as, ornaments, furniture, CTV, Fridge, Electrical
and Electronic goods, Medicines, Automobiles and its spares, Rubber Products, Plastic
goods, Building materials, Bakery, Sweets, Food-items, Household articles, etc. are
sellinginKaraikal.
This Administration also paved the way for increasing the Trading activities by
conducting VANIGA VIZHA, etc.
CUSTOMS AND CENTRAL EXCISE
The system of levying customs duty to regulate the movement of goods across the
borderswasinforceveryearlytimes.

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With de facto merger a Collectorate of Customs and Central Excise started
functioning with headquarters at Pondicherry. At Karaikal a Central Excise Range in
charge of an Inspector assisted by a sepoy has been constituted.
CENTRES OF TRADE
Even though some other marketable centres situated in the adjourning Tamil Nadu
State boundaries, Karaikal is the most important for trading activities because of having
unique features in the field of cultural and literal society. Having its administration
which is also helps between the consumers and the traders.
WEIGHTS AND MEASURES
The Pondicherry Weights and Measures (Enforcement) Rules were brought into force
with effect from 10 August 1968 replacing the Madras Weights and Measures Rules till
then in force.
The Office of the Assistant Controller of Weights and Measures and Legal Metrology
was formed with responsibility to deal with all matters connected with Weights and
Measures and Excise under the Administrative control of the Revenue Development
Department.

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ASSOCIATIONS AND ORGANS OF
TRADE NEWS
Karaikal is having a good trade associations in various types of trading activities. The
Karaikal Chamber of Commerce has been established recent years ago and functioning
smoothly.
About trade news some of the free issue news-papers such as Vazhga Valarga, etc.,
are guiding the consumers for shopping.

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B:- CURRENT STATUS OF THE
INDUSTRY
The security market in India has developed a lot in last 5 to 7 years. The development is
due to the increasing awareness among the people, developing communicational media
and most importantly change in the way of transaction i.e. on line trading of securities.
BSE Online Share Trading ―B.O.L.T.‖ has brought revolution in the security market.
Introduction of private banks in security market dealing and real estate business have
brought the efficiency and competition in the market. Mutual funds are also one of the
major element which has influenced the growth of security market. Foreign Investment
Institution [ F.I.I.] and Foreign Direct Investment [F.D.I.] has also contributed in the
growth of the security market in India.
Currently in the security market following securities are been traded by the investors,
institutional buyers and foreign investors.
Shares [ Equity shares & preference shares ]
Debentures
Government Bonds
Mutual Funds
Commercial papers

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The main feature of today‘s market is the Dematerialized form of almost all securities.
Previously the securities were available in materialized form i.e. in papers but now it is
available in Dematerialized form. It means securities are not given in paper format but in
ELECTRONIC format it is been directly credited in purchaser‘s demat account.
The main benefits of Dematerialized form are as follow.
Chances of fraud are minimized.
Physical delivery of security is terminated
No chance of theft of security
Quick hand over and less transaction time.

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C. FUTURE OF THE INDUSTRY
Looking at the past and present of the industry we can interpret the future of industry. As
India is a developing country and in economical aspect industries are still at growing
stage, we can surely assume the future of industry is bright and security market is also
going to grow with the industry.
FUTURE OUTLOOK:-
The outlook for the markets remain robust as investors are increasingly convinced about
the ‗growth story‘ of the country, the transformation of many Indian companies as global
entities and growing political consensus on sustaining economic reforms . Consequently,
the company expects India to remain the favored emerging market destination for equity
investments. The company looks forward to an other eventful year as India inc. continues
its march towards making its presence felt on the global investment map.
The derivatives market too holds immense promise and the company expects it to
continue to witness significant volume increases in the next few years. The company
remains committed towards maintaining leadership position in the segment.

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Over the years, company has been successfully able to develop the image of a house with
independent view. ‗The investors‘ conferences in Singapore and New York are now well
established events attracting record number of corporates and international investors. On
the back of this gaining popularity, the company remains confident of further depending
and broadening client relationships across geographies.

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COMPANY
OVERVIEW

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A. BASIC INFORMATION
NAME :- ICICI Web Trade
REGISTERED OFFICE :- Landmark',
RaceCourseCircle,
Alkapuri,
Vadodara-390007
Gujarat, India
TEL :- 339923/24/25
FAX :- 339926
WEBSITE :- WWW.ICICIBANK. COM
CHIEF EXE. NAME :- Mr. K. V. KAMATH
BUSINESS GROUP :- ICICI GROUP
INCORPORATION DATE :- 05/08/1997
AUDITORS :- S.R. BATLIBOI & Co.
C.A.
BANKERS :- ICICI BANK

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B. BOARD OF DIRECTORS
Mr. N. Vaghul, Chairman
Mr. Uday M. Chitale
Mr. P.C. Ghosh
Dr. Satish C. Jha
Mr. S.B. Mathur
Mr. L. N. Mittal
Mr. Anupam Puri
Mr. Vinod Rai
Mr. Somesh R. Sathe
Mr. P.M. Sinha
Mr. M.K. Sharma
Prof. Marti G. Subrahmanyam
Mr. V. Prem Watsa
Mr. K.V. Kamath, Managing Director & Chief Executive Officer
Ms. Lalita D. Gupte, Joint Managing Director
Ms. Kalpana Morparia, Deputy Managing Director
Ms. Chanda Kochhar, Executive Director
Dr. Nachiket Mor, Executive Director

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Board Committees
Board Governance & Remuneration Committee
Agriculture & Small Enterprises Business Committee
Credit Committee
Business Strategy Committee
Fraud Monitoring Committee
Share Transfer & Shareholders'/ Investors' Grievance Committee.
Asset-Liability Management Committee
Committee of directors
Risk committee
Audit committee

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C. BRIEF HISTORY OF THE COMPANY
HISTORY OF ICICI DIRECT.COM
The ICICI Web Trade is mainly dealing in the security market. The security market of
India is very widely spreaded and still it is growing at a good rate. The major institutions
which are involved in the security market are performing the role of the intermediaries
for ―Buyers‖ and ―Sellers‖ in the market. The service provided by the mediator is easy
transaction between two parties.
Before 1998 the security market was dealing in physical format. There were share
brokers who performed the job of the intermediaries between the two parties. The main
markets were the stock exchanges situated in different parts of the country. The brokers
were purchasing and selling the securities on behalf of the investors. The major stock
exchanges are as follow.
NATIONAL STOCK EXCHANGE { N.S.E. }:
NSE was set up in 1993 at Delhi to encourage stock exchange reforms through the
system modernization and competition. The NSE was following the screen based trading
system. The system through which the NSE is trading is known as the NEAT [National
Exchange for Automated Trading.]. It allows members across the country to trade
simultaneously and with full efficiency.

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As on December 1996 there were around 1200 companies traded on NSE. Out of 1200
companies only 535 companies were listed and rest were permitted companies. The
market capitalization as on January was 4.2 trillion. The total turn over of the NSE as on
January was around Rs. 2, 16,000 crores. This was more than nine times than the turn
over of 1995, which was Rs. 27,000 crores.
BOMBAY STOCK EXCHANGE { B.S.E. }:-
The BSE is situated at Mumbai more popularly known as the ―DALAL STREET‖. As the
Mumbai is the trading capital of the nation, most of the companies prefer to list their
shares in the BSE. The BSE had an extra age over the NSE in number of the companies
listed. As on December 1996, only 1200 companies were traded on the NSE where as on
BSE on the same day 5999 companies were traded. But since November 1995 trading
volumes on NSE is more than the BSE. The BSE is also a major party who has
contributed to the development of security market in India.
OVER THE COUNTER EXCHANGE OF INDIA {O.T.C.E.I. }:
The OTCEI was established in the October 1990. It was jointly promoted by following
institutions.
Unit Trust of India
ICICI
IDBI
SBI capital Market Ltd.
IFCI
GIC

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The OTCEI is an exchange where all the activities are computerized. It includes the
trading, billing, payments etc…… This had opened a new horizon for the security market
in India. As all the transactions were done through computers, it improved the speed,
efficiency and transparency of the transaction.
Overview
ICICI Bank is India's second-largest bank with total assets of about Rs.1,67,659 crore at
March 31, 2005 and profit after tax of Rs. 2,005 crore for the year ended March 31, 2005
(Rs. 1,637 crore in fiscal 2004). ICICI Bank has a network of about 560 branches and
extension counters and over 1,900 ATMs. ICICI Bank offers a wide range of banking
products and financial services to corporate and retail customers through a variety of
delivery channels and through its specialised subsidiaries and affiliates in the areas of
investment banking, life and non-life insurance, venture capital and asset management.
ICICI Bank set up its international banking group in fiscal 2002 to cater to the cross
border needs of clients and leverage on its domestic banking strengths to offer products
internationally. ICICI Bank currently has subsidiaries in the United Kingdom, Canada
and Russia, branches in Singapore and Bahrain and representative offices in the United
States, China, United Arab Emirates, Bangladesh and South Africa.
ICICI Bank's equity shares are listed in India on the Stock Exchange, Mumbai and the
National Stock Exchange of India Limited and its American Depositary Receipts (ADRs)
are listed on the New York Stock Exchange (NYSE).
As required by the stock exchanges, ICICI Bank has formulated a Code of Business
Conduct and Ethics for its directors and employees.
At April 4, 2005, ICICI Bank, with free float market capitalization* of about Rs. 308.00
billion (US$ 7.00 billion) ranked third amongst all the companies listed on the Indian
stock exchanges.

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ICICI Bank was originally promoted in 1994 by ICICI Limited, an Indian financial
institution, and was its wholly-owned subsidiary. ICICI's shareholding in ICICI Bank was
reduced to 46% through a public offering of shares in India in fiscal 1998, an equity
offering in the form of ADRs listed on the NYSE in fiscal 2000, ICICI Bank's acquisition
of Bank of Madura Limited in an all-stock amalgamation in fiscal 2001, and secondary
market sales by ICICI to institutional investors in fiscal 2001 and fiscal 2002. ICICI was
formed in 1955 at the initiative of the World Bank, the Government of India and
representatives of Indian industry. The principal objective was to create a development
financial institution for providing medium-term and long-term project financing to Indian
businesses. In the 1990s, ICICI transformed its business from a development financial
institution offering only project finance to a diversified financial services group offering a
wide variety of products and services, both directly and through a number of subsidiaries
and affiliates like ICICI Bank. In 1999, ICICI become the first Indian company and the
first bank or financial institution from non-Japan Asia to be listed on the NYSE.
After consideration of various corporate structuring alternatives in the context of the
emerging competitive scenario in the Indian banking industry, and the move towards
universal banking, the managements of ICICI and ICICI Bank formed the view that the
merger of ICICI with ICICI Bank would be the optimal strategic alternative for both
entities, and would create the optimal legal structure for the ICICI group's universal
banking strategy. The merger would enhance value for ICICI shareholders through the
merged entity's access to low-cost deposits, greater opportunities for earning fee-based
income and the ability to participate in the payments system and provide transaction-
banking services. The merger would enhance value for ICICI Bank shareholders through
a large capital base and scale of operations, seamless access to ICICI's strong corporate
relationships built up over five decades, entry into new business segments, higher market
share in various business segments, particularly fee-based services, and access to the vast
talent pool of ICICI and its subsidiaries. In October 2001, the Boards of Directors of
ICICI and ICICI Bank approved the merger of ICICI and two of its wholly-owned retail
finance subsidiaries, ICICI Personal Financial Services Limited and ICICI Capital

- 35 -
Services Limited, with ICICI Bank. The merger was approved by shareholders of ICICI
and ICICI Bank in January 2002, by the High Court of Gujarat at Ahmedabad in March
2002, and by the High Court of Judicature at Mumbai and the Reserve Bank of India in
April 2002. Consequent to the merger, the ICICI group's financing and banking
operations, both wholesale and retail, have been integrated in a single entity.
Free float holding excludes all promoter holdings, strategic investments and cross
holdings among public sector entities.
ICICI group is a dynamic business group in financial sector of India. It has got growth at
a very good speed and is still growing at better speed. The performance of the bank is
consistently growing at a very good speed. This is the reason that ICICI bank has been
ranked 2nd in all over performance in India. It is 2nd no bank after SBI group bank which
is leading the bank sector. But still in the private sector banks ICICI is leading the market
leaving behind banks like HDFC, Standard Chartered, Kotak Mahindra etc..
The history of growth of the ICICI is as follow in sequence of years.
1955 :
The Industrial Credit and Investment Corporation of India Limited (ICICI) incorporated
through the collective efforts of the World Bank, the Government of India and
representatives of Indian industry. Its main aim was to provide medium term and long
term loans to the Indian business units. Mr.A.Ramaswami Mudaliar was been elected as
the first Chairman of ICICI Limited
1956 :
ICICI declared its first Dividend at 3.5%. Within one year of the operation, bank started
earning profit and declared dividend.

- 36 -
1958 :
Mr.G.L.Mehta was appointed the 2nd Chairman of ICICI Ltd.
1960 :
ICICI building at 163, Backbay Reclamation was inaugurated.
1967 :
ICICI made its first debenture issue for Rs.6 crore, which was oversubscribed.
1969 :
First two regional offices in Calcutta and Madras were opened.
1972 :
Second entity in India to set-up merchant banking services.
1977 :
ICICI sponsors the formation of Housing Development Finance Corporation. Managed
its first equity public issue
1978 :
Mr. James Raj appointed as the fourth Chairman of ICICI.

- 37 -
1979 :
Mr.Siddharth Mehta appointed as the fifth Chairman of ICICI.
1982 :
Becomes the first ever Indian borrower to raise European Currency Units.
ICICI commences leasing business.
1984 :
Mr. S. Nadkarni appointed as the sixth Chairman of ICICI.
1985 :
Mr.N.Vaghul appointed as the seventh Chairman and Managing Director of ICICI.
1986 :
ICICI first Indian Institution to receive ADB Loans. First public issue by an Indian entity
in the Swiss Capital Markets.
ICICI along with UTI sets up Credit Rating Information Services of India Limited,
(CRISIL) India's first professional credit rating agency.
ICICI promotes Shipping Credit and Investment Company of India Limited. (SCICI)
The Corporation made a public issue of Swiss Franc 75 million in Switzerland, the first
public issue by any Indian equity in the Swiss Capital Market.

- 38 -
1987 :
ICICI signed a loan agreement for Sterling Pound 10 million with Commonwealth
Development Corporation (CDC), the first loan by CDC for financing projects in India.
1988 :
ICICI promotes TDICI - India's first venture capital company.
1993 :
ICICI sets-up ICICI Securities and Finance Company Limited in joint venture with J. P.
Morgan.
ICICI sets up ICICI Asset Management Company.
1994 :
ICICI sets up ICICI Bank.
1996 :
Mr.K.V.Kamath appointed the Managing Director and CEO of ICICI Ltd.
1997 :
The name "The Industrial Credit and Investment Corporation of India Limited " was
changed to "ICICI Limited".
ICICI announces takeover of ITC Classic Finance.

- 39 -
1998 :
Introduced the new logo symbolizing a common corporate identity for the ICICI Group.
ICICI announces takeover of Anagram Finance.
1999 :
ICICI launches retail finance - car loans, house loans and loans for consumer durables.
ICICI becomes the first Indian Company to list on the NYSE through an issue of
American Depositary Shares.
2000 :
ICICI Bank becomes the first commercial bank from India to list its stock on NYSE.
ICICI Bank announces merger with Bank of Madura.
2001 :
The Boards of ICICI Ltd and ICICI Bank approved the merger of ICICI with ICICI Bank.
2002 :
Moodys' assign higher than sovereign rating to ICICI.
Merger of ICICI Limited, ICICI Capital Sercvices Ltd and ICICI Personal Financial
Services Limited with ICICI Bank.

- 40 -
ICICI Bank is India's second-largest bank with total assets of about Rs.125,229 crore and
a network of over 450 branches and offices and about 1790 ATMs. ICICI Bank offers a
wide range of banking products and financial services to corporate and retail customers
through a variety of delivery channels and through its specialised subsidiaries and
affiliates in the areas of investment banking, life and non-life insurance, venture capital
and asset management. ICICI Bank's equity shares are listed in India on stock exchanges
at Kolkata and Vadodara, the Stock Exchange, Mumbai and the National Stock Exchange
of India Limited and its American Depositary Receipts (ADRs) are listed on the New
York Stock Exchange (NYSE).
ICICI Bank was originally promoted in 1994 by ICICI Limited, an Indian financial
institution, and was its wholly-owned subsidiary. ICICI's shareholding in ICICI Bank was
reduced to 46% through a public offering of shares in India in fiscal 1998, an equity
offering in the form of ADRs listed on the NYSE in fiscal 2000, ICICI Bank's acquisition
of Bank of Madura Limited in an all-stock amalgamation in fiscal 2001, and secondary
market sales by ICICI to institutional investors in fiscal 2001 and fiscal 2002. ICICI was
formed in 1955 at the initiative of the World Bank, the Government of India and
representatives of Indian industry. The principal objective was to create a development
financial institution for providing medium-term and long-term project financing to
Indian businesses. In the 1990s, ICICI transformed its business from a development
financial institution offering only project finance to a diversified financial services group
offering a wide variety of products and services, both directly and through a number of
subsidiaries and affiliates like ICICI Bank. In 1999, ICICI become the first Indian
company and the first bank or financial institution from non-Japan Asia to be listed on
the NYSE.
After consideration of various corporate structuring alternatives in the context of the
emerging competitive scenario in the Indian banking industry, and the move towards
universal banking, the managements of ICICI and ICICI Bank formed the view that the
merger of ICICI with ICICI Bank would be the optimal strategic alternative for both

- 41 -
entities, and would create the optimal legal structure for the ICICI group's universal
banking strategy. The merger would enhance value for ICICI shareholders through the
merged entity's access to low-cost deposits, greater opportunities for earning fee-based
income and the ability to participate in the payments system and provide transaction-
banking services. The merger would enhance value for ICICI Bank shareholders through
a large capital base and scale of operations, seamless access to ICICI's strong corporate
relationships built up over five decades, entry into new business segments, higher market
share in various business segments, particularly fee-based services, and access to the vast
talent pool of ICICI and its subsidiaries. In October 2001, the Boards of Directors of
ICICI and ICICI Bank approved the merger of ICICI and two of its wholly-owned retail
finance subsidiaries, ICICI Personal Financial Services Limited and ICICI Capital
Services Limited, with ICICI Bank. The merger was approved by shareholders of ICICI
and ICICI Bank in January 2002, by the High Court of Gujarat at Ahmedabad in March
2002, and by the High Court of Judicature at Mumbai and the Reserve Bank of India in
April 2002. Consequent to the merger, the ICICI group's financing and banking
operations, both wholesale and retail, have been integrated in a single entity.

- 42 -
D. COMPETITORS
ICICI Web trade is providing share trading facilities. The ICICI was the 1st in India to
introduce concept of online share trading. Now in the market there are few players who
are providing the share trading facilities. Some of them are mentioned below who are
providing some competition in the market.
1. HDFC Securities:-
HDFC bank is also one of the growing bank in India. It has also given new definition to
banking services with providing extra services than the traditional banking services.
HDFC was in housing finance initially but in last few years it has widen its scope of
working area. It has entered in almost all the sectors in which ICICI is dealing.
HDFC is providing the demat account to its customers. The HDFC is not providing the
online share trading like ICICI. Here it stays slightly behind the ICICI bank.
2. Kotak Street :-
Kotak Street is also emerging as a good competitor to all the share trading service
providing company. It is also entering in the all the financial services like the ICICI and
HDFC bank. The Kotak Street is relatively new compared to ICICI and HDFC in the
field of share trading. Initially when the Kotak group had not entered in banking field it
had collaboration with HDFC for the saving accounts of the customers who had or
wanted to open the share trading account with the Kotak street.

- 43 -
But now as the Kotak group has its own bank, all the saving accounts are opened in the
Kotak bank. The Kotak group has also entered in the field of insurance with name ―OM
KOTAK MAHINDRA LIFE INSURANCE‖. The Kotak group has also entered in the
MUTUAL FUND sector also.
3. India bulls
India bulls is also one of the company which is providing the share trading facility. It is a
company which is providing the share trading facility only. It does not provide any
saving account facility to its customer.

- 44 -
E. HOW IS ICICI BETTER THAN
OTHERS?
You can do on-line share trading through any sites. There are various sites available for
trading. But ICICIDirect has some unique features. The ICICIDirect is a leading site
available not only for trading but also for other investment opportunity.
Why you should do your trading through ICICIDirect.Com? The reasons for using
ICICIDirect for trading are as explained as under.
ICICI is having 3-in-1 unique package, means you are having all the accounts (saving
bank a/c., demat account and online share-trading account) with ICICI only. Most of
other online share trading provider uses savings bank account of other company. On the
other hand ICICI has its own. You can very easily transfer your savings bank account
money to trading account. While in case of other on-line share trading provider give you
their account number in which you have to first deposit your money and then you can do
your trading.
ICICI is having the whole package and that is why you do not require to retaining your
shares with DP‘s pool account or any type of beneficiary account. Your all share are in
your demat account only.
Some online share providers are demanding deposit. You have to maintain that deposit
till your account is continue. On the other hand you have to just maintain a simple 5000
Rs. Balance in your savings bank account on which you will get interest. Moreover you
will get cheque book, ATM or Debit Card with the savings bank account.

- 45 -
The main recurring charges in case of trading are custody charges. Most of other DP are
charging more than 1.25% per month, per ISIN. On the other hand ICICI is charging
only 0.75% per month, per ISIN. Means, you will definitely save your charges as the
custody charges are lesser than other providers.
ICICIDirect provides facilities such as breaking news, technical analysis, ceo call, week
in focus, trading in stocks, mutual funds of 14 companies, IPO, GOI Bonds, Future &
Option and many more. Moreover it provides you news from returns and moneycontrol.
You can watch various prices of every script and its quotes and charts for various periods.
ICICIDirect Research is having unique research about various companies. You can get
databases, news, earning estimates, and bird‘s eye view of various companies. You can
also find your best suited investment according to your needs. Moreover you can find
anything about IPO, GOI Bonds as well as Mutual Funds and its latest news. It also
facilitates various tools like tax calculations, savings, retirement and investment planning
and financial management. Moreover your all queries can be solve through customer
service very quickly.
With the help of Margin PLUS order you can trade up to 4 times of your funds
availability, means only 25% margin is required. No other site is providing such type of
facility except ICICIDirect.
The BTST facility provides securities bought on a particular day (i.e. day T) can be sold
by the Client within the period commencing on T+1 day and ending on T + 2 day.
If you want the payment of your stocks same day, you can use SPOT option. With the
help of this option you will get your money on the same day. No other online share
trading provider gives you this facility.

- 46 -
The mobile alerts give you the transaction detail on your mobile phone. So you do not
require to open site every time just for checking the trade. 50 alerts are free and then
after you have to pay only 1 Rs. per alert.
You can also do your trades trough your phone by using Call N Trade which allows you
to call on a local number in your city & trade on the telephone through Customer Service
Executives.
Most of the clients are facing problem after opening an account. ICICIDirect provides a
complete demo facility for trading in equities, future and option. With the help of demo
you will not have any further difficulties for trading.
It also provides stock zone, information about volumes of various scripts, analysis of
various industry with scripts, snapshot, market watch, spot reviews, NAV lists, portfolio
tracker, risk analyzer, asset allocator, stock screener, stock to watch, end of the day
report, market@desktop, market barometer and returns of various stocks.
ICICIDirect is also providing ICICI Value Watch, ICICI Sector Watch as well as
monthly bulletin. With the help of that you can take better decisions for your investment
in stocks.
Most of the other online share trading provider are not giving the facility for trading on
BSE.

- 47 -
F. SWOT ANLYSIS
SWOT analysis is done by all the companies to be aware about the competitor and new
changes in the market. The SWOT analysis leads the company to take strategic decisions.
Company always highlight its strength, try to hide own weakness and in the same way try
to find out strength and weakness of the competitors.
S – Strength
Strength of the ICICI Web Trade is the main feature of the service. As it gives 3 in 1
account to the customer, the ease to trade at your convenient time is the main strength of
the ICICI Direct. Following are some of the strong points of the company.
Convenience of time to trade
Faster transaction
Paperless work
3 in 1 account facility so all work done at one place
Biggest strength of IndusInd Bank is the wide range of products and services
available to be provided to the customers.
The bank has strength of the latest technologies and the most modern banking
channels as net banking and the schemes such as young saver accounts also.
The young and energetic staff of the bank is also one of the strengths.
W- Weaknesses
Weakness of company is fond out to remove it and then make the product or service
better than current status. Each and every product and service has weakness. It is just like
two side of the coin, if you have strength then you have weakness.

- 48 -
The weakness of the ICICI Direct.com can be said its high charges compared
to other companies.
O – Opportunity
Opportunity of the company is with the growth of volume of share trading and if
company decides to reduces the prices to some extent then a new market segment will
come up as a customer of the service.
Junagadh, being the big industrial city of Saurashtra region the Bank has
enough of opportunities to flourish its business here.
ICICI Bank can also grab the opportunity of establishing its market in the
nearby towns and villages by keeping their ATM machines and also by
sending their marketing executives to these remote places on some specific
days.
T – Threat
Threat for the company can be considered as following.
Growing competition
Change in government rules which is negative for stock market
Low prices of local brokers
Low awareness of computer in public
The other threat of the new entrants in the market will take up the share from
them.
Now a days many of the financing companies are entering the Junagadh‘s
market, which is one of the biggest threat for the Banks as they provide the
finance to the customers at very less rates and also at the quickest.

- 49 -
MARKETING
DEPARTMENT

- 50 -
INDEX
OF
MARKETING DEPARTMENT
Sr.
No.
Particulars Page
No.
1 Introduction 53
2 Organizational structure 55
3 Products 57
4 Product Life Cycle 81
5 Promotion- Mix 83
6 Marketing Strategy 87

- 51 -
1.INTRODUCTION
As we know today in this competitive era marketing plays an important role for any
business to be with the market. As each and every small business should know skill of
marketing as it is one of the most important part of management. So for every company it
is important to have separate marketing department. We can define marketing as an
activity of satisfying human ned by process of exchanging goods and services from
producer to consumers. The success of organization depends upon the marketing activity.
Marketing involves activities related to the products. The activity which are done to
satisfy customer need in better way, it includes activities such advertising, publicity,
marketing research, distribution of products and services, sales promotion efforts etc. in
ICICI Web Trade at main branch Rajkot the marketing of its product is done by the AUM
& UM and schemes provided by the company.
Market Performance of ICICI Bank
In year 2003-04 ICICI Bank developed in the business of the bank, ICICI Bank has
surpassed HDFC Bank, a major player in the home loan market. It has a market share of
about 27% of the total market of Rs.500,000 cr. The Muthoot Group, one of the largest
non-banking financing companies, has signed a memorandum of understanding with
ICICI Lombard, a subsidiary of ICICI bank, to enter into the general insurance
distribution market. In September 2004, Mutual Funds increased their holdings in ICICI
Bank. The major investors being Franklin Templeton, UTI Mutual Fund and HDFC
Mutual Fund.

- 52 -
ICICI has launched the ―Easy Deposit Card‖ which charges an interest of 0.99% per
month, the lowest of the interest rates charged by any bank. The card is issued against a
fixed deposit, which effectively makes it secured loan. This sets it apart from the regular
credit cards, which take the form of unsecured credit. In September 2004, ICICI bank
initiated talks with private equity investors and foreign banks to sell its 20.44% stake in
Federal Bank.
The bank has increased its international presence by inaugurating a representative branch
in Dhaka in August 2004. The Dhaka office would facilitate the trade relationship
between the two countries and enable the bank to increase its participation in India‘s
financial transactions with Bangladesh. At that, time bank launched a powerful banking
service package, called ―Hello Canada Newcomers Account‖ designed to provide instant
access to banking services in Canada to Indians migrating to that country.
ICICI Bank has launched an interactive mobile banking service in India in association
with India‘s largest mobile service provider, Reliance Infocomm.
The growth in net interest income was due to the fall in interest expenses. Another strong
reason for the profits of the bank is its strong advance in the retail business.

- 53 -
2.ORGANISATIONAL STRUCTURE
Marketing department consist of different persons with their unique position. Each and
every company has its own marketing department. Marketing organization is consisting
of people, activity, authority, responsibility and relationship for the purpose of achieving
marketing objectives.
ICICI Web Trade at Rajkot main branch is working at lower level means it is not a big
company and so it does not have its own different marketing department. Here ICICI
Web Trade Bombay is making the policy related to marketing and the branch is following
that policy.
COUNTRY HEAD (MR. KARTIKEYAN)
REGIONAL HEAD (MR. ASHISH RATHOR)
UNIT MANAGER (MR. RONAK THAKKAR)
ASSISTANT UNIT MANAGER (MR. JAYESH VASANI)
TRAINEES

- 54 -
ICICI Web Trade is having a simple organizational structure. As the structure is simple
the authority and responsibility is also clearly defined and smooth working of the
organization is possible. This structure is really helpful for the company to introduce any
new product as a clear communicational channel is existing in the company.

- 55 -
3.PRODUCTS
ICICI Web Trade is mainly dealing with share, stock, government bond, mutual fund and
IPO (initial public offer). ICICI Web Trade is providing mainly three type of product
with different facilities. The core product of ICICI Web Trade is demat account. ICICI
Web Trade is providing the core product with extra service of online share trading to its
customer as per their requirement.
There are three type of account in ICICI Web Trade. They are as follow.
1. Simple demat account
2. Wise investment
3. Direct.com
1. Simple Demat Account:-
The simple demat account is the most simple form of ICICI Web Trade product. It gives
a demat account to account holder. The customer can purchase and sell the share,
government bond, and debenture. In this account the customer is suppose to deal in share
market with the help of broker.

- 56 -
Following are the regulatory aspects of simple demat account.
Customer can deal only with help of broker.
No online share trading is allowed.
Account opining charge is Rs. 750
If customer does not have saving account in ICICI Bank then he or she has to
deposit Rs.5000 in the bank.
Statement of demat account is given free of cost to the customer per quarter
and if he or she wants monthly statement than Rs. 200 is charge per annum.
Charges :
Per purchase customer has to pay 0.02% of the amount of purchase. Minimum
Rs. 20
Per sale customer has to pay 0.04% of the amount of sale. Minimum Rs. 20
Maintains charge of demat account is Rs. 500 per annum.
Script maintains charge 0.75 paisa per script per month.
Trade rejection charge is Rs. 50 per transaction rejected.
Limitation:-
Online share trading is not available.
Transaction speed is very low compare to online share trading.

- 57 -
Other competitors are providing the same service at lower rate.
2. Wise Investment Account:-
The Wise Investment Account is some what advanced version of simple demat account.
This account gives the customer the freedom of doing online trading in Government
bonds, Initial Public Offers and Mutual funds. Again here the main trading system is
through the broker only.
Charges:-
Per purchase customer has to pay 0.02% of the amount of purchase. Minimum
Rs. 20
Per sale customer has to pay 0.04% of the amount of sale. Minimum Rs. 20
Maintains charge of demat account is Rs. 350 per annum.
Script maintains charge 0.75 paisa per script per month.
Trade rejection charge is Rs. 50 per transaction rejected.
A saving account in ICICI BANK is necessary.
Limitation:-
Online trading in equity is not allowed.
Transation time is longer than online trading.

- 58 -
Portfolio is managed by broker, not by our self.
Unnecessary investment of Rs 5000 as balance in saving account.
3. Direct.com:-
The most advanced version of share trading is ―Direct.com‖. It allows the trading through
internet and gives totally paperless work. It is the most effective way of doing the share
trading. ―Direct.com‖ allows the customer to work at his own. Means it removes the
broker and a terminal is given in hand of customer.
Charges:-
Rs. 750 is taken as lifetime registration charge for using
ICICIDIRECT.COM.
Rs 5000 are to be maintained as quarterly average balance in saving account.
The brokerage is taken on TURNOVER of three month. As the turnover
increase, brokerage rate comes down. The rate varies from 0.75 paisa to 0.25
paisa.
Limitation:-
High brokerage charge for lower turnover

- 59 -
HOW WEBTRADE WORKS
Business
Head
Managing
Director
National
Product
Manager
Regional
Product
Manager
Area
Unit manager
Segment
Manager
Branch
Banking CORPORAT
E
N.R.I H.N.I

- 60 -
The chart shows how the company is working. As you can see, main authority of ICICI
WEBTARADE is MANAGING DIRECTOR. He is responsible for the performance of
WEBTRADE. Under him, there is a one BUSINESS HEAD.
Under him, N.P.M. is there to have a watch on different regions of the nation.
After N.P.M., main authority of webtarde is now R.P.M., who is accountable for the
whole region‘s business performance. Under R.P.M., A.U.M. is there to keep a watch on
the working and performance of whole area.
In Gujarat region, there are main three parts. Gujarat region, south Gujarat and saurashtra
region. In each office, which is under R.P.M., they all are in mainly retail business. Main
activity of WEBTARDE is business sourcing you can say it mainly deals with NEW
CUSTOMER AQUIZITION OR THE PROCESS OF ACCOUNT OPENING. There are
main four pats in an n office. First is Branch Banking, you can say this part as back
office. Back office is doing work to maintain different activities of WEBTRADE. It
include customer care, arranging different activities for customer sessions, making list of
potential customers, dispatching currier to the head office, listing different mails of
customers etc.
Another one of the most important part of WEBTRADE is CORPORATES. These
people are really the backbone of the unit. They are divided in to two parts. First, are
executives and second is cold calling from the tale- executives. Persons who are
executives of WEBTRADE, they are working mainly in two ways. First is through
appointments of customers and second is through Leads. They take a visit of potential
customers and than demonstrate the product. Under each division of CORPORATE,
SEGMENT MANGER is main accountable person. Under him, unit manager of a branch

- 61 -
is there. Under him leaders of different teams are working. The T.L. plans all the
activities regarding cold calling or leads. They decide the appointments and give leads to
executives. They give training to their executives and teach them different strategies to
take on.
Another part of the WEBTARADE is H.N.I. They are high networking individuals, who
are very important for the company. These are very important customers who give a big
business to the company.
N.R.I. is a part, in which, the executive of WEBTRADE, is concern with new account
opening of N.R.I. and the executive of ICICI is dealing with problems and queries of the
customers.

- 62 -
PRODUCTS :-
ICICIdirect.com
MUTUAL
FUNDS
DERIVATIVE
S
IPOs
FUTURES
OPTIONS
Purchase
s
Redempti
on
BOND
S
EQUITY
Cash
Margin
BTST
Spot
Margin
PLUS
SIP & SWP
Switch in /out
Transfer
in

- 63 -
ICICI
direct.com
2) Trading
Quotes
Charts
News
1) Home
page
Market
Commodit
y
Breakin
g
News
Portfolio
Tracker
Watch
list
Net
Worth
Portfolio
Alerts
3) News
Sector
Watch
Pick of the
Weak
Technical
Analysis
ICICIdirect learning
dictionary

- 64 -
Icicidirect.co
m
4) Market page 5) Research
Page
Weakly
Overview
Super
Movers
Mega
Movers
End of the
day
reports
My quotes
My
Research
Compan
y
Snapshot
Multex
Global
Industry
News
Monthly
Gainers
Stock
Screener
Corpor.
Info
bank
Market@Deskto
p

- 65 -
6) Personal
Finance
page
7) Customer
Service
page
Risk
Analysis
Asset
Allocator
Customer
Updates
Bills
& Acc
Change
Passwor
d
ICICIdirect.co
m
Custome
r
Tools
Fee
Schedules
Demo
Direct
Alert
View
Point

- 66 -
1. Trading in shares:
ICICIdirect.com offers you various options while trading in shares.
Cash Trading : This is a delivery based trading system, which is generally done with the
intention of taking delivery of shares or monies.
Margin Trading : You can also do an intra-settlement trading up to 3 to 4 times your
available funds, wherein you take long buy/ short sell positions in stocks with the
intention of squaring off the position within the same day settlement cycle.
MarginPLUS Trading : Through MarginPLUS you can do an intra-settlement trading
upto 25 times your available funds, wherein you take long buy/ short sell positions in
stocks with the intention of squaring off the position within the same day settlement
cycle. MarginPLUS will give a much higher leverage in your account against your limits.
Spot Trading : This facility can be used only for selling your demat stocks which are
already existing in your demat account. When you are looking at an immediate liquidity
option, 'Cash on Spot' may work the best for you, On selling shares through "cash on
spot", money is credited to your bank a/c the same evening & not on the exchange payout
date. This money can then be withdrawn from any of the ICICIBank ATMs.
BTST : Buy Today Sell Tomorrow (BTST) is a facility that allows you to sell shares
even on 1st
and 2nd
day after the buy order date, without you having to wait for the receipt
of shares into your demat account.
CallNTrade®: CallNTrade® allows you to call on a local number in your city & trade
on the telephone through our Customer Service Executives. This facility is currently
available in over 11 major states across India.

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Trading on NSE/BSE : Through ICICIdirect.com, you can trade on NSE as well as
BSE.
Market Order: You could trade by placing market orders during market hours that
allows you to trade at the best obtainable price in the market at the time of execution of
the order.
Limit Order: Allows you to place a buy/sell order at a price defined by you. The
execution can happen at a price more favorable than the price, which is defined by you,
limit orders can be placed by you during holidays & non-market hours too.
2. TRADE IN DERIVATIVES:
FUTURES
Through ICICIdirect.com, you can now trade in index and stock futures on the NSE. In
futures trading, you take buy/sell positions in index or stock(s) contracts having a longer
contract period of up to 3 months.
Trading in FUTURES is simple! If, during the course of the contract life, the price moves
in your favour (i.e. rises in case you have a buy position or falls in case you have a sell
position), you make a profit.
Presently only selected stocks, which meet the criteria on liquidity and volume, have
been enabled for futures trading.
Calculate Index and Know your Margin are tools to help you in calculating your margin
requirements and the index & stock price movements. The ICICIDIRECT UNIVERSITY
on the HOME page is a comprehensive guide on futures and options trading.

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OPTIONS
An option is a contract, which gives the buyer the right to buy or sell shares at a specific
price, on on the other hand, before a specific date. For this, the buyer has to pay to the
seller some money, which is called premium. There is no obligation on the buyer to
complete the transaction if the price is not favorable to him.
To take the buy/sell position on index/stock options, you have to place certain % of order
value as margin. With options trading, you can leverage on your trading limit by taking
buy/sell positions much more than what you could have taken in cash segment.
The Buyer of a Call Option has the Right but not the Obligation to Purchase the
Underlying Asset at the specified strike price by paying a premium whereas the Seller of
the Call has the obligation of selling the Underlying Asset at the specified Strike price.
The Buyer of a Put Option has the Right but not the Obligation to Sell the Underlying
Asset at the specified strike price by paying a premium whereas the Seller of the Put has
the obligation of Buying the Underlying Asset at the specified Strike price.
By paying lesser amount of premium, you can create positions under OPTIONS and take
advantage of more trading opportunities.
3. Investing in Mutual funds:
ICICIdirect.com brings you the same convenience while investing in Mutual funds also -
Hassle free and Paperless Investing.

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With the inclusion of Standard Chartered MF, you can now invest on-line in 10 mutual
Funds through ICICIdirect.com. Prudential ICICI MF, JM MF, Alliance MF, Franklin
Templeton MF, Sundaram MF, Birla Sun Life MF, HDFC MF, Principal MF and IL &
FS MF are the Mutual Funds available for investment. You can invest in mutual funds
without the hassles of filling application forms or any other paperwork. You need no
signatures or proof of identity for investing.
Once you place a request for investing in a particular fund, there are no manual processes
involved. Your bank funds are automatically debited or credited while simultaneously
crediting or debiting your unit holdings.
You also get control over your investments with online order confirmations and order
status tracking. Get to know the performance of your investments through online
updation of MF portfolio with current NAV.
ICICIdirect.com offers you various options while investing in Mutual Funds:
Purchase: You may invest/purchase Prudential ICICI MF, JM MF, Alliance MF,
Franklin Templeton MF, Sundaram MF, Birla Sun Life MF, HDFC MF, Principal MF, IL
& FS MF and Standard Chartered MF without the hassles of filling application forms.
Redemption:In addition to giving hassle-free paperless redemption, ICICIdirect.com
offers faster liquidity. You can redeem the mutual fund units through ICICIdirect.com.
The money will be credited to your bank account automatically 3 days after the order
placement date.
Switch: To suit your changing needs you may wish to shift monies between different
schemes. You can switch your monies online from one scheme to another in the same
fund family without any hassles.

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Systematic Investment plans (SIP): SIP allows you to invest a certain sum of money
over a period of time periodically. Just fill in the investment amount, the period of
investment and the frequency of investing and submit. ICICIdirect.com will do the rest
for you automatically investing periodically for you.
Systematic withdrawal plan: This allows you to withdraw a certain sum of money over
a period of time periodically.
Transfer-in: You can convert your existing Mutual funds into electronic mode through a
transfer-in request.
3. IPOs and Bonds Online:
You could also invest in Initial Public Offers (IPOs) and Bonds online without going
through the hassles of filling ANY application form/ paperwork.
Get in-depth analyses of new IPOs issues (Initial Public Offerings) which are about to hit
the market and analysis on these. IPO calendar, recent IPO listings, prospectus/offer
documents, and IPO analysis are few of the features, which help you, keep on top of the
IPO markets.
5.ContentFeatures:
There are a host of features on ICICIdirect.com that shall help you make informed
investment decisions.
We provide you with the indices of major world markets, nifty futures and ADR prices
of Indian scripts. Get daily share prices of all scripts, monthly and yearly high/lows etc
through Market Watch.

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Get breaking news from CNBC and Reuters. Catch a glimpse of News Headlines
through our scrolling Direct News Headlines.
Get a snapshot of the latest developments in the markets through the day using Market
Commentary. You can get weekly snapshots also. Use Pick of the week, which focuses
on fundamental stocks with sound prospects.
Catch interviews, reactions and comments from industry leaders with CEO Call. Track
the movement of leading scrip‘s within a sector across 12 sectors using
Market@Desktop.
Equip yourself with our barometers. Market Barometer gives you in-depth information
of the weightages of shares on Nifty and Sensex. Get a glimpse of the performance of
various industry sectors through Industry Barometer.
Direct Technical Charts offer interactive charting with advanced indicators. Get a bird's
eye view of over 5000 companies at a single click using Company Snapshot. Glance
through analyst recommendations using Multex Global Estimates.
In case, you are not too comfortable with share trading, try our Learning Centre, which is
a tutorial on investments and My Research, that helps you to research a stock better.
6. Personal Finance:
Use our Personal Finance section and get hold of tools that can help you plan your
investments, retirement, tax etc. Analyse your risk profile through the Risk Analyzer and
get a suitable investment portfolio plan using Asset Allocator.

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7. Customer Service Features:
With 'ICICIdirect Customer Tools & Updates' you can trouble shoot all your problems
online.
Address your trading queries on-line through "Easy Mail". You can view and change
your profile or password on-line through General Profile option.
Get details of ICICI Centers, our sales and service offices, across India through branch
locator.
View your Account Statement and Bill Summary of your transactions online using bills
&accounts.
View your Digital Contract Notes instantly. View various charges through the Fee
Schedule option.
Give your feedback or viewpoint through the Viewpoint online.
Enroll yourself for various ICICIdirect Workshops through Register for Customer
Sessions.
Introduction of new products and services
ICICI WEB TRADE introduced some innovative products by using their strong
technological capabilities through different schemes for customers. These schemes are so
unique and having different type of advantages for different customers. S 1 to S 9
schemes.

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Another new thing about this company is that, they are having variety of unique products
for each type of investor. Either the customer is a day trader or an investor, company is
having products like MARGIN, MARGIN PLUS, BUY TODAY SELL TOMMORROW
(BTST), CALL AND TRADE ,CASH ON SPOT, CASH TRADING, IPO‘S AND MF,
SYSTEMATIC INVESTMENT PLAN, PORTFOLIO TARCKER etc.
Dematerialization of Securities (Demat):-
Dematerialization is the process of converting the securities held in physical form
(certificates) to an equivalent number of securities in electronic form and crediting the
same to the investor’s dematting account. Dematerialized securities do not have any
certificate numbers or distinctive numbers and are delta only in quantity i.e. the securities
arefungible.
Dematerialization of your holdings is not mandatory. You can hold your securities
either in demat form or in physical form. You can also keep part of your holdings (in the
same scrip) in demat form & part in physical form. However, a select list of securities
announced by SEBI can be delivered only in demat form in Stock exchange connected to
NSDL.
SELL DEMATERIALISED SECURITIES:-
You can sell your dematerialized securities in any of the stock exchanges
linked to NSDL through a broker of your choice.
You give a delivery instruction to your DP for debit of your depository
account and credit of your broker‘s clearing member account.

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On the pay-in day, your broker gives instruction to his DP for delivery to
clearing corporation/clearing house of the relevant stock exchange
The broker receives payment from the clearing corporation/clearing house.
You receive payment from the broker for the sale in the same manner you
would receive payment for a sale in the physical mode.
BUY DEMATIRIALIZED SECURITIES:-
You purchase securities in any of stock exchanges connected to NSDL
through a broker of your choice and make payment to your broker. Make sure
you tell your broker you want only demat shares.
Broker received credit in his clearing account with his DP on the day of
payout. He can immediately transfer these securities to your depository
account, provided your account is already active.
Broker gives instructions to his DP to debit his clearing member account and
credit your depository account.
Rematerialization:-
Rematerialization is the process of converting the securities held in electronic form in a
demat account to an equivalent number of securities in physical form (certificates) after
debiting the same from the demat account.

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The Internet revolution has been changing the fundamentals of our society. It shapes the
way we communicate and the way we do business. It brings us closer and closer to vital
sources of information. It provides us with means to directly interact with service-
oriented computer systems tailored to our specific needs; therefore, we can serve
ourselves better by making our own decisions.
You may know that, historically, the share bazaar has usually given wise investors
higher returns on their money over the long term than any other form of investment.
And in these times of much lower interest rates on fixed income investments, shares are
probably looking more and more attractive as a place for you to put your money.
If you have done your homework, you know that the share bazaar is volatile. You know
that while many people have made fortunes overnight, many have also lost them just as
rapidly.
It is hugely important - critical even - that you go into the share market with your eyes
open. That you study it, know what makes it tick, understand what experts are talking
about when they discussshares.
Unfortunately, many of the best experts talk a language all their own. It is very difficult
for someone who has not spent time learning that language to figure out what they are
saying.
Even more unfortunate is that by the time you learn the basics, you could wind up broke.

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Someone who knows what the dangers are knows how to get to the good stuff. Who
teaches you what the tools are and how to use them. Who can show you how to get the
information you need, and how to make it work for you. Who can take care of you until
you are ready to take care of yourself?
You need an expert guide, educator, personal trainer and facilitator.
Who can gives you the full benefit of its experience technology-based tools and research,
all modified and customized for the novice.
Who can gives you powerful, easy-to-use tools, on the web, or via ordinary phone lines,
that will help you as a stock market investor.
It teaches you with systematic demos at crucial stages - at the beginning, and when you
are ready to do your first trade -. Moreover, it gives you the services of a dedicated
customer support team.
It continues to support you with research by experts, delivered to you in simple, easy to
understand fashion.
ICICI direct.com makes the most of state-of the-art technology to deliver power, speed
and reliability. Through an easy-to-use interface, users are provided with the same tools
and advantages that the professionals enjoy.

- 77 -
With access to both the NSE & BSE, you are in the driver's seat when routing your order
to the best price on either of the exchanges. Icici direct.com has sophisticated yet easy to
use point and click order entry interface allows you to react more quickly to the markets
and make better decisions.
Keep an eye on the stocks you care about most with streaming, real-time quotes and
customizable market data. Color-coded price changes help you to spot trends and react to
them quickly.

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4.PRODUCT LIFE-CYCLE
The concept of Product Life Cycle is very important for any company to decide about
future of its product. As a human takes birth, grows up, becomes mature and at the end
die, products also have the Product Life Cycle. The company considers the stage of
Product Life Cycle and then makes the promotion policies
1. 2. 3. 4.
Intoduction Growth Matuirty Decline
1. Introduction Stage:-
This is the stage when the product is just entering in the market. In this stage the
company needs to make the maximum promotional efforts and advertisement to establish
the product in the market.

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2. Growth stage:-
This is the stage where the market is aware about the product and now the sales and profit
are increasing. This stage allows the company to have a grip on the market.
3. Maturity Stage:-
The most important and longest part of the Product Life Cycle is the maturity stage. As in
this stage the company is getting the most number of the customer and the market share
of the company is stable. Now company starts innovating its product
4. Decline stage:-
This is the stage where the product has lost its attractiveness and now people do not
prefer the product. Now the profit is down and sales are also declining.

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5. PROMOTION-MIX
As we know in today‘s world having good quality product is not enough. As per the
Marketing concept – ―Even though your product is the best, people will not buy enough
of it, if enough efforts are not made to sell the product to the customer‖ So the marketing
has become an important part of the corporate world.
The marketing is mainly concerned with the manner in which a company is able to sale
its product or services. The ICICI Web Trade is engaged with the marketing of demat
accounts and its major policies are made by the head office at Mumbai. At Rajkot branch,
local stalls are done at various places to make promotion at local level
Advertisement
Sales Promotion Publicity
Personnel Selling
Promotion Mix

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Advertisement:-
Advertisement is one of the important parts of promotion policy of the company. As we
know, the advertisement has become very necessary for any company to survive in this
thought cut competition. ICICI Web Trade is not having separate television
advertisement but as a part of ICICI, indirect advertisement is done. ICICI Web Trade is
targeting computer user as their target market, so its main advertisement is done through
internet.
Media:-
Media means ―The Way‖, through which the company is spreading its message. ICICI
Web Trade is using the Internet as its media which is one of the fastest media in today‘s
world.
The ICICI Group is making advertisement in many media. Following are some of it.
Television
News paper
Hoardings
Magazine
Broshers
Budget:-
Budget means the estimated amount to be invested behind any investment. The
advertisement budget is mainly prepared by the head office and advertisement in
television and national news paper is given by the head office. Local news paper
advertisement is given by the branch.

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Types:-
There are many types of advertisement available to any company in today‘s world. The
company is using the different type of advertisement at different stage of product life
cycle.
The company is making use of different types of advertisement at different phases of the
product life cycle. Informative advertisement is done at introduction stage as it create
awareness in public about the product. Persuasive advertisement is made in introduction
stage to create preference in mind of customer over the competitors‘ brand or product.
Competitive advertisement is made to make comparison between company product and
competitor‘s product at growth stage of the product. Reminder advertisement is made at
maturity stage of the product. Here the company has already established itself in the mind
of customer and general public.
Sales promotion:-
Sales promotion is a key ingredient in marketing campaigns. It consists of a diverse
collection of incentive tools, mostly of short term which is designed to stimulate quicker
or greater purchase of a product.
Advertisement offers a reason to buy and sales promotion offers an incentive to buy.
Sales promotion tools [ for consumers ]
Samples
Coupons
Cash refunds
Prices off
Demonstrations

- 84 -
Sales promotion tools [for traders]
Prices off
Advertising and display allowances
Free goods
ICICI Web Trade is providing the sales promotion in following ways
Account opening charge refund if customer has any ICICI product which is 6
months old.
Demonstration of product is made at bank as well as out of bank at regular
interval by executives.
Personal selling
As ICICI is selling the service and not a product , personal selling is more effective and
practical than other measures of increasing sale. The mouth to mouth publicity of the
service is the best publicity a company can get so to satisfy each and every customer is
priority of the company.
ICICI executives approaches to the persons who have made query about the service and
they try to explain them each and every aspect of the service and its features.

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6. MARKETING STRATEGY
Competing on Valuable Resources
Every bank has a collection of physical and intangible assets and capabilities that it has
developed over a period. ICICI is having such unique stock of resources for its
competitive advantage.
One of the ways in which a resource becomes inimitable is due to physical uniqueness.
Physical location of a branch of bank in the heart of the financial centre of any city is a
unique resource that cannot be replicated. Another example of an inimitable resource is a
strong Brand name. Even if a competitor spends billions of rupees, it will find it difficult
to acquire the trust and brand equity that customers associate with.
Scarcity: For the resource to be valuable, it should be scarce or rare. A prime example
of such resources is the Human Resources. For a service industry such as banking where
human resources form a significant source of value addition, possession of excellent
quality work force generates a key competitive advantage.
ICICI WEB TRADE is having such skilled human resources.
ICICIWEBTARDE see itself a very strong player of the market. As per Mr. N
VAGHUL, the chairperson, the financial sector will play a crucial role in India‘s
potential.
Mobilizing resources from households and canalizing these resources into areas identified
as development priorities was the main strategy ICICI adopted. Because of their powerful
resources of technology as well as human resource, they can compete in this global era.

- 86 -
―We have a strong focus on communicating with our investor to explain our strategy and
performance and understand their perspectives. Our ability to raise capital and the
confidence that our investors have placed in us over the years have been critical to our
growth and new business initiatives.‖
Said KALPANA MORPARIA, DEPUTY MANAGING DIRECTOR of ICICI.
As far as marketing is concern, with ICICI Bank, we all know that how aggressively the
marketing activity of ICICI has done. Through different advertisements, through a very
strong background of technology and innovative product line.
ICICIWEBTRADE is having separate Marketing Division enriched with marketing
experts. As far as ICICIdirect.com is concern, the Regional Product Manager takes all the
decisions or in other word, you can say a branch head is the key person how to do
different activities regarding marketing.
The main product of ICICIWEBTRADE is an online account, and the unit is having
number of executives with proper training. These persons go in field and demonstrate the
product.

- 87 -
HUMAN
RESOURSE
MANAGEMENT

- 88 -
INDEX OF HRM
Sr. No. Particulars Page No.
1 Introduction 91
2 Organizational Structure 93
3 Human Resource Planning 95
4 Recruitment Sources 96
5 Selection Process 98
6 Training & Development Policy 102
7 Promotion & Transfer Policy 104
8 Welfare Policy 105

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1. INTRODUCTION
Human Resource Management is one of the most important functional areas of any
company. As we know ―Even if we have latest technology, equipments and best product
in the market, but do not have proper human force to make effective utilization, it is in
vain.‖ So H.R.M. has become one of the most important aspects of any company.
H.R.M. means management of human resource, making their proper development as and
when required. Previously it was known as ―Personnel Department‖. It had a limited
scope of recruiting the human force as and when required, but as the time has passed the
value of ―Human‖ has increased. Now management is considering the human as human
and not a factor of production.
One of the world famous person Mr. Henry Ford have said that ―YOU MANAGE YOUR
MEN AND YOUR MEN WILL MANAGE ALL OTHER THINGS.‖ Today this concept
has been accepted by most of the companies working in India as well as all over the
world. Now all companies are interested in maintaining and developing their existing
manpower.
H.R.M. consists of all the activities related with the human. It includes the areas like
recruitment, selection, placement, induction, training, development, promotion, transfer,
demotion, wage and salary etc… This all aspects are very crucial aspect for any company
as its main input is human in any production or service industry.
For a service providing company its work force is most important as they are
―tengiblising the intangible service to make its sale.‖ ICICI being a service providing
company is having more concerned with the human force. ICICI is India‘s no. 1 private

- 90 -
bank and has large number of employees. The ICICI has following strategies towards the
human resource.

- 91 -
2. ORGANISATIONAL STRUCTURE
‗Organization‘ is a group of people working together co-operatively under ‗authority‘
towards achieving goals and objectives that mutually benefit both, organization and
employees. There is a specific flow of authority and responsibility from top to bottom.
This is defining ―who is responsible to whom.‖ This is known as organizational structure
of the company. The organizational structure helps in better management and control
over the activities.
The main functions of organizational structure are as follow.
Task Accomplishment.
Delegation of Authority.
Proper span of supervision.
Proper communicational channel
Above all functions are performed through organizational structure of the company. The
structure helps to achieve the organization‘s goal more effectively and efficiently.
COUNTRY HEAD (MR. KARTIKEYAN)
REGIONAL HEAD (MR. ASHISH RATHOR)
UNIT MANAGER (MR. RONAK THAKKAR)
ASSISTANT UNIT MANAGER (MR. JAYESH
VASANI)
TRAINEES

- 92 -
This organization structure is for Rajkot branch. The structure remains the same for other
branch also. The regional head is appointed per state and unit manager is appointed per
district. If needed there can be more than one unit manager in one district. Assistant unit
manager are appointed per branch. AUM appoints number of trainees as per requirement
in the market.

- 93 -
3. HUMAN RESOURCE PLANNING
HRP means making planning about human resource. It includes managing human force
and making arrangement for future need also, so that proper employment is maintained.
HR manager need to estimate future need and arrange for suitable candidate when
needed. HRP is defined by many authors in different ways. Following is one simple
definition.
COLEMAN:
―The process of determining manpower requirement and the means for meeting those
requirements in order to carry out the integrated plan of the organization.‖
Benefits:-
Better view to top management over the human resources.
Better utilization of available human resource.
Forecast of future need for employees may be done.

- 94 -
4. RECRUITMENT RESOURCES
According to YODER, ―Recruitment is a process to discover the sources of manpower to
meet the requirement of the staffing schedule and to employ effective measures for
attracting that manpower in adequate number to facilitate effective selection of an
efficient working force.‖
ICICI Web Trade has two recruitment resources.
Internal resource
External resource
Internal resources:-
Internal recruitment means filling the vacancy by existing employees. It includes
shuffling of employees by transfer, promotion, demotion etc. In ICICI Web Trade post of
AUM and UM are filled by promotion given to trainees and AUM respectively.
Benefit:-
It improves morale of employee.
Better evaluation is possible of present employees.
Promotes loyalty among the employees.
Less costly compared to external recruitment.

- 95 -
Limitation:-
It discourages new person to enter in the company.
If promotion is given on bases of seniority then young talent may get
discouraged.
External resources:-
Sometimes the requirement of the company does not match with the current employees,
the company now have to go for external recruitment. There are many external sources
from where a company can get the suitable candidates.
Following are some of the sources.
Colleges / campus recruitment
Press advertisement
TV advertisement
Employment agencies
External recruitment means recruiting a person from out side. This is used mainly for
trainees. They are supposed to have minimum education of graduation. Even students of
college are selected by AUM as trainees who have good communicational skill and want
to get marketing experience. Mainly local advertisement is given to fill up the place of
trainees.

- 96 -
5. SELECTION PROCESS
If you are on the verge of completing your Management Education and believe that the
amazing world of Banking is for you, there is no better place to start than ICICI Bank.
Cross-functional movements are strongly encouraged to build capability in each
employee to become a knowledgeable service provider.
To get started, fill in the profile form. They will create a login id number and password in
case of successful registration. Your registration details will be emailed to you on your
specified email ID. You must use the same to log on, to edit your resume and to know
your hiring status in our company.
You can respond directly to a Current Opening or submit your profile into Talent
Database for consideration against future opportunities.
If you have already applied, you can update your resume with the most recent
information or choose to re-apply against a different position.
To improve the selection process for recruitment at all levels in ICICI Bank, They have
carried out an in-depth study of the competencies required to succeed in ICICI Bank.
As per their research, the competencies, which indicated success at the entry level in
ICICI Bank, are:
Drive for results
Process Orientation
Interpersonal Effectiveness

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Analytical Thinking
Innovation
Team Effectiveness
In order to assess the same they use a set of three tools –
A Mental Ability Tests (for candidates with 0-2 years of work experience)
a Personality profiling system
The Mental Ability Test gives a fair and objective assessment of candidates‘ skills
in the areas of verbal reasoning, numerical reasoning & diagrammatic reasoning.
These are important skills for the role of an entry-level manager and people who
do well in these tests tend to do well in their jobs at ICICI Bank. The total time
taken in this exercise is 2 hours with each of the three sections lasting 40 minutes
Candidates (at all levels regardless of the number of years of work experience) are
also required to complete the Occupational Personality Questionnaire (OPQ)
before they appear for the interview, the results of which are integrated into our
interview process.
If you are very interested to work in an esteemed organization like ICICI Bank, ICICI
gives you the opportunity to prove yourself.
The link Current Openings will take you to all the jobs that are being sourced at present.
You can click on the jobs to check out the detailed description of the position. Follow the
local newspapers for any regional recruitment.
If you are in the middle of a professional programme, than you can apply for an
Internship with ICICI Bank by,

- 98 -
Their site http://www.icicicareers.com/www.icicicareers.com click on the link Campus
Recruitment. This will take you to a page where most of the colleges are listed. On
choosing the appropriate college, a resume template appears. Fill that up and choose
Training as the category under Applying for option at the end of the resume builder. On
submitting the form, your resume will be processed as per vacancies in ICICI Bank.
There is no clerical cadre of employees in ICICI Bank. The entry-level employee in our
bank is an Officer.
Selection is a long process commencing from the preliminary interview of the applicants
and ending with the contract of employment. The hiring procedure is not a single act, but
it is a series of methods or steps by which additional information is secured about the
applicant. At each stage fact may come to light which may lead to rejection of the
applicant.
Selection process means a process through which most suitable person is selected from
the applicants. Normally there are written exam, oral test, interviews, and practical test
are taken as selection process. In ICICI Web Trade trainees are selected on basis of
interviews. Normally selection processes are done as per following.
Receipt of application:-
Normally local news paper advertisements are given in news paper for requirement of
trainees. Direct applications are submitted by candidate on web site.
Scrutinisation of application:-
Then the applications are being checked for their approval. Candidates which are capable
of doing job more efficiently are called for the written exam. The applicants are informed
by either mail or e-mail about the date of exam.

- 99 -
Written Interview:-
Normally written exam are not taken by the bank for job of trainee. But for the job of
AUM or administrative officer the exams are taken in major cities. The exam contains
questions on arithmetic ability and general knowledge.
Oral Interview:-
The candidates whose applications are most suitable are called for oral interview.
Interviews are taken by AUM and UM.
Selection:-
The candidate who has cleared above stages is selected for the job.

- 100 -
6. TRAINING AND DEVELOPMENT
Training is a process of learning a sequence of programmed behavior. It is application of
knowledge. It gives people an awareness of the rules and procedures to guide their
behavior in the market. It attempts to improve their performance on current job or prepare
them for an intended job.
Development is a related process. It covers not only those activities which improve the
job performance but also those which bring about growth of the personality. It helps a
person in progress towards maturity and actualization of their personal capacity so that
they become not only good employee but better men and women.
Following are some methods of training which are frequently used.
On the job training
On the job training method are the method which gives the trainees opportunity to work
in an atmosphere which resembles or is itself the real atmosphere. It includes following
methods.
Job instruction training
Vestibule training
Training by experienced workmen
Demonstration
Simulation
Apprenticeship

SIP PROJECT ON ICICI BANK BY :- GAURAV BHUT

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SIP PROJECT ON ICICI BANK BY :- GAURAV BHUT