Brijal bfsi

BFSI Product and services available in
Ahmedabad

Developed by

Name : BRIJAL RAVAL

Reg.No. :

Batch code :

Start date :

End date :

Name of coordinator :

Date of submission :

CONTENTS/INDEX
Sr. PAGE
No PARTICULARS NO.
.
ACKNOWLEDGEMENT I
1 BFSI – GLOBAL & INDIAN SCENERIO
2 KEY PLAYERS OF BANKING SECTOR IN AHMEDABAD
2.1 ICICI BANK/INTRODUCTION
2.2 SERVICES & PRODUCT
2.3 TARGET MARKET
2.4 MARKETING STRATEGY
2.5 COMPARATIVE ANALYSIS
2.6 MARKETING MIX STRATEGY
3 KEY PLAYERS OF BFSI IN AHMEDABAD
3.1 STATE BANK OF INDIA / INTRODUCTION
3.3 TARGET MARKET
4.1 HSBC BANK/INTRODUCTION
4.3 TARGET MARKET
5.1 DENA BANK/INTRODUCTION
5.3 TARGET MARKET

6.1 KALUPUR BANK/INTRODUCTION
6.3 TARGET MARKET
7 KEY PLAYERS OF FINANCIAL SERVICES
7.1 IFCI / INTRODUCTON EX – IM / INTRODUCTION
7.2 SIDBI / INTRODUCTION
7.3 NABARD / ITRODUCTION
7.4 NHB / INTRODUCTION
7.5 EX – IM / INTRODUCTION

8 INSURANCE SECTOR
8.1 LIFE INSURANCE / INTRODUCTION
8.2 GENERAL INSURANCE / INTRODUCTION

9 KEY PLAYERS OF LIFE INSURANCE SECTOR
9.1 LIFE INSURANCE CORPORATION OF INDIA
9.2 ICICI PRUDENTIAL LIFE INSUARNCE COMPANY
9.3 HDFC STANDARD LIFE INSURANCE COMPANY
9.4 BIRALA SUN LIFE INSURANCE CO.LTD
9.5 BAJAJ ALLIANZ LIFE INSURANCE CO.LTD

10 KEY PLAYERS OF LIFE INSURANCE SECTOR
10.1 ICICI LOMBARD GENERAL INSURANCE CO.LTD
10.2 BAJAJ ALLIANZ GENERAL INSURANCE CO.LTD
10.3 TATA AIG GENERAL INSURANCE
10.4 ORIENTAL INSURANCE CO.LTD
10.5 IFFCO TOKIO GENERAL INSURANCE CO.LTD

10 ANNEXURE

I have benefited a lot by the suggestion and feedback given at different
Banks,Financial institute,and Insurance company which I visited for my project of
BFSI segment.

I would like to thank Mr.Ajay Shad, The Director of NIS Ahmedabad, for always
being a source of encouragement and guidance.

I am very thankful to my coordinator, Miss Bina Patel, for all her support and
guidance throughout the project. She had played a pivotal role in my project by
giving innovative ideas and relevant information.

I would like to thank all the staff member of my college who has given their
precious suggestion for completion of this project.

I would like to extend my acknowledgment to the managers, in general, of the
entire BFSI Segment for sparing their time in providing me with the information
regarding their working.

I would like to thank Mr.Yogesh Shukla, Branch Manager of SBI bank ,for giving me
all the required information for my project. He was very co-operative person.

I would like to thank, sales manager of Life Insurance corporation of India
Ahmedabad, for being very helpful and giving me suggestion.

I would also like to thank Mr.Vivek Resident Representative of EXIM Bank, for
sparing time for me even in their rush hours.

Lastly, I would like to thank my parents for there endless support and affection that
has helped me all throughout my project and life in general.
THANKS.

BFSI------Banking, Financial Services and Insurance (also known as BFSI) is an
industry name. This term is commonly used by IT/ITES/BPO companies to refer to the
services they offer to companies in these domains. Banking may include core banking,
retail, private, corporate, investment, cards and the like. Financial Services may include
stock-broking, payment gateways, mutual funds etc. Insurance covers both life and non-

life. A lot of data processing, application testing and software development activities are
outsourced to companies that specialise in this domain

The banking sector is the most dominant sector of the financial system in India, and with
good valuations and increasing profits, the sector has been among the top performers in
the markets.
India has the potential to process 30 per cent of the banking transactions in the US by
the year 2010. Outsourcing by the BFSI to India is expected to grow at an annual rate of
30-35 per cent.

With increasing competitive pressure, it is getting harder for BFSI enterprises to ‘win
and keep’ customers. The move to adopt CRM solutions and customer focused
technology is driven by the increasing need for maintaining and enhancing customer
relationships.

The Banking, Financial Services and Insurance (BFSI in India is expected to grow from
$1.6 billion in 2009 to $2.7 billion in 2013, growing at a CAGR of 14.2 per cent,
according to Springboard Research, a player in the IT market research industry.

Indian BFSI enterprises are benefiting from the 'green' consolidation of storage, server,
and data center-based applications. However, the primary reason of adoption continues
to be ‘cost-benefit’ and not the ‘social cause’ attached to it.

The immediate projects from BFSI sector include those relating to mobile banking and
banks’ plan to integrate regional rural banks (RRBs) and branches.

The banking industry in North America has been hit hard by the sub-prime crisis, which
has resulted in huge losses thereby bringing the world’s largest economy on the verge of
recession.

BANKING SECTOR

FIVE KEY PLAYERS IN BANKING SECTOR IN AHMEDABAD
ARE:

1. State Bank of IndIa

2. ICICI Bank

3. dena Bank

4. HSBC Bank

5. kalupur Bank

1. STATE BANK OF INDIA (Nationalize)

SBI Ahmedabad is one of a trusted government bank of the city. SBI or State
Bank of India was established in 1973. Its commitment to nation building is
comprehensive and provides facilities for farmers, domestic treasury as well as
small business activities. SBI has over 16000 branches and above 5000 ATMs in the
country.

 PRODUCT AND SERVICES offered by SBI Bank

Products
1) Deposit Accounts
i) Current Account
ii) Saving Bank Account
iii) Recurring Account
iv) Term Deposit

2) Personal Finance
i) Housing Loan
ii) Property Loan
iii) Car Loan
iv) Educational Loan
v) Personal Loan
vi) Loan to Pensioners

3) Agriculture Banking
Services
1) SBI Vishwas Yatra Foreign Travel Card

2) Credit Card
3) Demat Service
4) Alternate Channel Management
i) ATM
ii) Internet Banking
a)E-Rail
b)E-Pay
iii) Mobile banking
5) Foreign Exchange Transaction
6) RBIEFT
7) Safe deposit Locker
8) Magnetic Ink Character Recognition (MICR)

 PRODUCT
1. DEPOSIT ACCOUNTS

i) Current Account –
State Bank of India provides current account facilities for the
individuals, public and private limited companies, partnership
firms,trust.
 The features of the SBI Current Bank account are:

• Credit balances in SBI Current Bank account do not bring any interest
earning.
• The statements are given to the owners as per their desired frequency.

• Every single owner of the current accounts has the cheque facility and any
kind of withdrawal is to be done by cheque. The important thing that is to

be kept in mind is that cheques should not be issued for any withdrawal
below Rs 50.

• If a cheque is presented after six months of issue is considered stale and is
not paid.

• The cheques are to be drawn only when there is adequate balance in the
account.

• The cheque book needs to be kept safely and in case a cheque or the
cheque book is lost, there should not be any delay in reporting the same to
the bank.

• A cheque can be stopped only after the drawer provides a notice in
written mentioning all the details of the cheque before the cheque is
presented for payment.

• The minimum balance to be kept in the current account for different
cases is mentioned below:
i) Individual account in metro: Rs. 5000
ii) Individual account in urban area: Rs. 5000
iii) Individual account in semi- urban area: Rs. 5000
iv) Individual account in rural area: Rs. 2500
v) Other accounts in metro: Rs. 10000
vi) Other accounts in urban area: Rs. 10000
vii) Other accounts in semi- urban area: Rs. 10000
viii) Other accounts in rural area: Rs. 5000

ii) Saving Bank Account –

State Bank of India offers two types of savings account – savings
account and savings plus account. State Bank of India offers two
types of savings account – savings account and savings plus account.
• The savings account has been designed to help people save for their
future financial requirements. Under this account, bank gives free
ATM cum debit card.
• The account can also be accessed through SBI internet banking
facility by downloading instantsbi. The rate of interest is
compounded half yearly under this account. On the other hand,
savings plus account gives the facility of savings account along with
term deposit account.
• Any surplus funds in the account exceeding the threshold limit, for a
minimum amount of Rs.10,000 and in multiple of Rs.1000 in any one
instance, are transferred as term deposit and earns interest as
applicable to term deposits.

State Bank of India : Saving Account

• Card Convenience.
• Easy and Wide Accessibility.
• Moderate Earning.
• Money Multipliers.
• Transfer of accounts between our wide network of branches without
any charge.
• Facility to open your Savings Account in Single or Joint Names.
• Low Minimum Balance Requirements.

State Bank of India : Savings plus account

• Open a Savings Plus Account and set a threshold limit.
• Any surplus funds in the account exceeding the threshold limit, for a
minimum amount of Rs.10,000/- and in multiple of Rs.1000/- in any

one instance, are transferred as Term Deposit and earns interest as
applicable to Term Deposits.
• Flexibility to choose the period of deposit from 1 year to 5 years.
• Flexibility to set any threshold limit of Rs.5,000/- or above.
• Easy and Wide Accessibility.
• Transfer of accounts between our wide network of branches without
any charge.

iii) Recurring Account –

The Recurring deposit in Bank is meant for someone who want to
invest a specific sum of money on a monthly basis for a fixed rate of
return. At the end, you will get the principal sum as well as the
interest earned during that period. The scheme, a systematic way for
long term savings, is one of the best investment option for the low
income groups.

The minimum investment of Recurring Deposit varies from bank to
bank but usually it begins from Rs 100/-. There is no upper limit in
investing.

In case of default in payment, a default fee is chargeable for delayed
deposit at the rate of Rs. 1.50/- for every Rs. 100/- per month for
deposits up to 5 years and Rs. 2/- per Rs. 100/- in case of longer
maturities.

The rate of interest varies between 7 and 11 percent depending on the
maturity period and amount invested. The interest is calculated
quarterly or as specified by the bank.

Amount invested per month Maturity amount in 2 years
(5%interest)
Rs 100 Rs 2626

Rs 500 Rs 13,132
Rs 750 Rs 19,698
Rs 3000 Rs 78,792

iv) Term Deposit –
State Bank of India fixed deposit is a good option to earn higher
income on surplus funds. Bank offers flexibility in period from 15
days to 10 years and can be opened with a nominal amount of Rs.
1000/- only.

Against your fixed deposit you can take loan/overdraft during your
urgent financial requirement.

There is premature withdrawal facility, transfer of term deposit
within bank network with out any charge, interest is accumulated in
your account timely and gets compounded quarterly, automatic
renewal of your deposits on maturity. You can convert your special
term deposit and vice versa.

Tenure Interest amount
rate
annualy
15 days to 45 days 2.50 1- 1500000 Rs
46 days to 90 days 3.50 1-1500000 Rs
91 days to 180 days 4.75 1-1500000 Rs
181 days to less than 1 year 5.25 1-1500000 Rs
1 year to less than 2 years 6.00 1-1500000 Rs
2 year to less than 3 6.50 1-1500000 Rs
3 year to less than 5 years 6.50 1-1500000 Rs
8 years and up to 10 years 8.00 1-1500000 Rs
5 years to less than 8 years 7.25 1-1500000 Rs

2. PERSONAL FINANCE

i) Home loan –
SBI Home loan provides probably the most sought after housing
finance options available in India.

SBI offers basically four types of home loan which are as under:

o SBI Max gain home loan
o SBI Flexi home loan
o SBI Freedom home loan
o SBI Realty home loan

Certain specific details of SBI home loan are as follows

1. There is no upper limit on maximum amount of loan for buying/building a
new home.
2. There is a provision to club the income of the partner and children of the
loan applicant for computing desired amount of loan.
3. No charges for administration or application fees.
4. A free personal accident insurance cover is also provided under the SBI
home loan scheme.
5. The loans can be repayed up to the age of 70 years.
6. Choice being offered to avail loan at the location of employment or
construction.
7. Sops granted to the borrowers of the car home loan.
8. A cap of Rs. 10,000 is provided along with service tax and 0.50% of the
amount of loan is charged as part of the processing fee.
9. The maximum amount of loan for the NRI customers to buy land to build
a house is Rs. 20 lacs, 3 lacs for purchase of household commodities and
10 lacs for re-storage or renovation purposes.

The bank charges the interest on its home loan schemes at fixed rate rate
of interest and the floating rate of interest on the following basis:

i) Floating interest rate - The floating interest rate is connected to State
Bank Advance Rate and the amount of interest charged is 8% at floating
rate.

ii) Fixed interest rate – The rate of interest under fixed interest rate for the
first year is 8% and 9.5% at a fixed rate for subsequent period.

ii) Car Loan –

SBI Car Loans offer low interest rates, easy repayment options, total
transparency, no processing charges, finance to include vehicle
registration charges, insurance and one time road tax.

Eligibility :

• Individual between the age of 21-65 years of age.
• A Permanent employee of State / Central Government, Public Sector
Undertaking, Private company or a reputed establishment or
• A Professionals or self-employed individual who is an income tax
assessee or
• A Person engaged in agriculture and allied activities.
• Net Annual Income Rs. 100,000/- and above.

Processing fee :

0.50% of Loan amount and to be paid upfront.Minimum: Rs. 500/-

Maximum Rs. 10,000

25% of Processing fee will be ratained if application is rejected after
pre-sanction survey

iii) Personal loan –

Personal Loan is the answer when you need finances. Loans for
salaried and self employed individuals, Repayment tenures from 12
to 60 months, Loans are available from Rs 1 lac to Rs 20 lacs.

CAT A refers to –( Top 1000 companies) - 16%
CAT B refers to – [Multi National Companies( MNC's )] 16%-20%
(Guarantor required)

CAT C refers to – (Small companies )16%-20%(Guarantor required)
Pre-payment charges --N.A. where (N.A. stands for Non Listed refers
to - Smaller companies with 100 emloyees.)Processing fees - 2%-3%

iv) Property loan –

Loan against Property refers to the secured loan category like home
loan where the borrower gives a guarantee by using his property as a
security. The right of ownership of the property is still with the
borrower, and if he/she is unable to repay the loan amount, he/she can
sell the property to pay off the debts.

v) Education Loan –

SBI provides education loan for studies in India as well as abroad, for
graduate, post-graduation courses, professional courses and other
courses approved by UGC/Government/AICTE etc. One can apply
for a loan online. One can get a maximum loan of Rs 10 lakh for
education in India and Rs 20 lakh for education abroad. One can also
get the cost of a two-wheeler up to Rs 50,000 as a loan. Upto 4 lacs –
nil Above Rs.4 lacs - i) Studies in India - 5% ii) Studies in abroad –
15%

vi) Loan to Pensioners –

The Maximum amount of loan sanctioned is generally 7-10 times the
amount of last pension received. The amount can vary from
individual to individual depending upon his repayment capacity.
Repayment is normally done through Equated Monthly Installments
or EMI. The repayment period can vary from 1-3 years.

The Interest rate can either be fixed or floating. Sometimes a
discounted interest rate is also provided by banks.

3. AGRICULTURAL BANKING –

State Bank of India have covered all agricultural activity like crop production ,
plantation crops, farm mechanization, land development ,digging of wells, tube
wells and irrigation projects, forestry, construction of cold storages and
godowns, processing of agri-products, finance to agri-input dealers, allied
activities like dairy , fisheries, poultry, sheep-goat,loans against produce stored
by the farmer at his own premises, and grainages. Infact Bank can cover any
other agricultural related activities undertaken.

 Services
i) SBI Vishwas Yatra Foreign Travel Card -

A prepaid plastic card issued in association with VISA International, is
presently available in three different currencies - US Dollars, Euro and
GBP.
• It is a safer method of carrying funds in a safe, convenient and cost
effective way on your visit abroad. It takes away the hassles of going
around Money changers and loosing valuable foreign currency by way of
high exchange margins.

• It also relieves the customer of the Annual fees, joining fees, credit
limits, Mark-ups, unusual transaction charges etc., usually associated
with International Debit / Credit Cards

ii) Credit Card -
SBI being largest bank of country, is always on a constant strive to offer
varied credit solutions to its users. Its cards come with low interest rates
as well as flexible terms and conditions. These are the main reasons why
the Sbi credit cards enjoy nationwide as well as worldwide acceptability
for every type of usage, which one can associate with plastic money.

Sbi Gold Card International card Gold master card Social card Ahmedabad
card

iii) Demat Services –
SBI offers Demat services that would ensure free transferability of securities with
speed, accuracy and security.

SBI is Depository Participant both with - National Securities
Depositories Limited (NSDL) and Central Depository Services Limited
(CDSL) through more than 1000 branches.

4. ALTERNATE CHANNEL MANAGEMENT –

i) ATM –
State Bank offers you the convenience of over 12,000 ATMs in India, the largest network
in the country and continuing to expand fast! This means that you can transact free of cost
at the ATMs of State Bank Group

KINDS OF CARDS ACCEPTED AT STATE BANK ATMs

1) State Bank Credit Card

2) ATM Cards issued by Banks under bilateral sharing viz. Andhra
Bank,Axis Bank, Bank of India, The Bank of Rajasthan Ltd., Canara Bank,
Corporation Bank, Dena Bank, HDFC Bank, Indian Bank, Indus Ind Bank,
Punjab National Bank, UCO Bank and Union Bank of India.

3) Cards issued by banks (other than banks under bilateral sharing)
displaying Maestro, Master Card, Cirrus, VISA and VISA Electron logos

4) All Debit/ Credit Cards issued by any bank outside India displaying
Maestro, Master Card, Cirrus, VISA and VISA Electron logos.

State Bank ATM-cum-Debit (State Bank Cash plus) Card:

India's largest bank is proud to offer you unparalleled convenience viz. State
Bank ATM-cum-Debit(Cash Plus) card, get an ATM-cum-Debit card with
which you can transact for FREE at any of over 12,000 ATMs of State Bank
Group within our country.

ii) Internet Banking -
www.onlinesbi.com, the Internet banking portal of our bank, enables its
retail banking customers to operate their accounts from anywhere
anytime, removing the restrictions imposed by geography and time. It's a
platform that enables the customers to carry out their banking activities
from their desktop, aided by the power and convenience of the Internet.

b) E-Rail :
The scheme facilitates Booking of Railways Ticket Online.

The salient features of the scheme are as under:

1. All Internet banking customers can use the facility.

2. You are required to register on www.irctc.co.in. You can select your
train depending on your journey and book your ticket online.

3. The ticket can be delivered or collected by the customer.

4. The user can collect the ticket personally at New Delhi reservation
counter .

c) E- Pay : Bill Payment@OnlineSBI.com (e-Pay) will let you to
pay your Telephone, Mobile, Electricity, Insurance and Credit Card
bills electronically over our Online SBI website
http://www.onlinesbi.com.

If your biller presents bills online, you can also give us AutoPay
instructions and we will pay the bills as and when it falls due.

iii) Mobile Banking Service -
The Mobile Banking Service will be available to all the customers having
a satisfactory running account (Current/ Savings). The customers will have
to register for the services.
Daily transaction limits for fund transfer/ bill/ merchant payment is
Rs.50,000/- per customer with an overall calendar month limit of
Rs.2,50,000.00
The service will be carrier-agnostic i.e. all customers can avail the mobile
banking service with the Bank irrespective of the service provider for their
mobiles.

The service is free of charge. However, the cost of SMS / GPRS
connectivity will have to be borne by the customer.]

5.Foreign Inward Remittance - Drafts in Indian rupees can be purchased
from exchange companies or our correspondents and mailed to the branch
where a person have an account.

Telegraphic or wire transfers can be made through Sbi branches abroad
or the bank correspondents to branches having SWIFT/TT drawing
arrangements.

a Cheques can be deposited for credit of a person accounts. These will be
collected and credited to his/her accounts.

Travelers cheques can be tendered by a person , personally during his
or her visit to India.

For speedy credit to accounts from Gulf, you can use SBI Express.

6.RBIEFT - Inter-bank Electronic Funds Transfer facility of the Reserve
Bank of India (RBI - EFT) is available with our branches in the clearing
zone of Service Branches at Kolkata, Mumbai, New Delhi and Chennai.

7.Safe Deposit Locker - For the safety of your valuables Sbi offer their
customers safe deposit vault or locker facilities at a large number of their
branches. There is a nominal annual charge, which depends on the size of
the locker and the centre in which the branch is located.

8. Magnetic Ink Character Recognition (MICR) - In MICR technology the
information is printed on the instrument with a special type of ink which is
made up of magnetic material. On insertion of the instrument in the
machine, the printed information is read by the machine. MICR system is
beneficial as it minimizes chances of error, clearing of cheques becomes
easy and transfer of funds becomes faster in order to facilitate operations.

 Target Market of SBI

Successful new products and services meet real customer needs. Because different
products appeal to different kinds of people, and because truly innovative products
(those that offer dramatic change in the way people live) attract small groups of early
adopters before going mass market, it is important to have a clear picture of who the
end-user customers will be as early as possible.

Having a clearly defined customer target enables more accurate matching of product
features and benefits to the target and improves the ability to estimate market
demand.

Target customer of Sbi are: NRI’s,Businessman,MNC’s,lower class people,middle
class people.

There are some product which are made to satisfy the need of rural people or
farmers,i.e.(AGRICULTURAL BANKING) such scheme provide funds or loan to
farmer to satisfies their need.

In order to select target customer bank requires to undergo surveys which include:

Buying habits which provide information about buying cycles, purchase points,
frequency of purchase, etc. This helps the planner to know the consumer
characteristics by category, brand and competitor; demographics-age, income,
education, occupation and motivation; special market segments like doctors,
architects, children, etc.

SBI also provides loan to student who are going for proffessional courses.

SBI! eLearning opens up a new segment in your target audience, those people who
strongly prefer to learn something new via a course. They are excited by the idea that

they can graduate with an actual business rather than just a "diploma" (i.e., theory
which they'd likely never get around to using).

State Bank of India launched SBI SpiceJet credit card. The card offers various
benefits for airline’s customers. SBI SpiceJet card is a co-branded card of State Bank
of India and SpiceJet.

 Marketing Strategy

Strategy can be defined as the periodic changes a business must
introduce to its structure and operations in order to ensure continuity in the
face of environmental changes.

Changing Strategies of SBI

1991 2015
Maintaining Service quality
profitability

Credit Portfolio Maintaining profitability
Management

Service Quality Market / customer focus

Regional Economy Operations/systems/technology

Cost Management / Credit portfolio management
Expense
reduction

Declining Earnings/ Investment to stay competitive
more
failures

The key aspects involved
➢ redesigning of branches,
➢ providing alternate channels;
➢ focus on a lean structure and
➢ Technological up gradation.
➢ increasing customer satisfaction and convenience,
➢ branch staff to focus on sales and marketing,
➢ simplifying process for employees,
➢ enhancing SBI's competitiveness in the market,
➢ increasing the profitability through higher market
share and improved process efficiency.

SBI carried out various marketing initiatives to enhance its
reach. They included
➢ segregating and targeting existing high value
Customers.
➢Aggressive marketing through print and television
media.

SBI`s Strategies in the current scenario

SBI have set up capacity in places where they are not very strong. Its
time for them to follow overall SBI philosophy of planning new
branches,given the huge
Untapped potential.Besides,this is also the best time to benefit from their
past
expansion, since there is a lot of trust in SBI.Brand SBI is very strong,
while people may be generally cautious about some other brands.

SBI Key areas of operations

 Comparative Analysis

• Market Leader: SBI is ranked at 380 in 2008 Fortune Global 500 list, and
ranked 219 in 2008 Forbes Global 2000.

• Wide Distribution Network: Excellent penetration in the country with
more than 10000 core branches and more than 5100 branches of associate
banks

• Government Owned: Government owns 60% stake in SBI. This gives SBI
an edge over private banks in terms of customer security.

• Low Transition Costs-SBI offers very low transition costs which attracts
small customers.

• Modernisation: SBI lags with respect to private players in terms of
modernisation of its processes, infrastructure, centralisation, etc.

• Delay in technology up gradation could result in loss of market shares.

• Management indicated a likely pension shortfall on account of AS-15 to be
close to Rs50bn

• Merger of associate banks with SBI: Merger of all the associate banks (like
SBH,SBM, etc) into SBI will create a mega bank which streamlines
operations and unlocks value.

• Increasing trade and business relations and a large number of expatriate
populations offers a great opportunity to expand on foreign soil.

• Private banks have started venturing into the rural and semi-urban sector,

which used to be the bastion of the State Bank and other PSU banks

4. Marketing Mix Strategy
The marketing mix is the combination of marketing activities that an
organisation engages in so as to best meet the needs of its targeted market.
Traditionally the marketing mix consisted of just 4 Ps.
The marketing mix thus consists of four main elements:
1. Product
2. Price
3. Place
4. Promotion.
Getting the mix of these elements right enables the organisation to meet its
marketing objectives and to satisfy the requirements of customers.
In addition to the traditional four Ps it is now customary to add some more
Ps to the mix to give us Seven Ps. The three extra Ps are:

5. Physical layout
6. people
7.Processes
The 7 Ps - price, product, place, promotion, physical presence, provision of
service, and processes comprise the modern marketing mix that is
particularly relevant in service industry, but is also relevant to any form of
business where meeting the needs of customers is given priority.
Marketing Mix of SBI
1.Product-SBI provide various product which satisfies the need of
customer.
Like-CASA(current and saving account),loan,Credit Card facility etc. The
Senior Citizen Services from SBI Bank has several advantages that are
tailored to bring more convenience and enjoyment in your life.

2.Price –Although competing on price is as old as mankind, the consumer is often
still sensitive for price discounts and special offers. Price has also an irrational side:

something that is expensive must be good. Permanently competing on price is for
many banks not a very sensible approach. Price or Charges for opening senior
citizen account are discounted.
3.Place – Location of SBI banks are at convinient place so people can
avail benefit easily.
Generally ATM services of SBI bank are available at all of its branches
making it easy for customer.Placement of all branches are well organised
with respect to city layout.

4.Promotion – Promotional activities of SBI is carried through
channel,Team members,E-marketing,Tele marketing,Pamplets display in
branches.

5.People-All people directly or indirectly involved in the consumption of a service are
an important part of the extended marketing mix. Knowledge Workers, Employees,
Management and other Consumers often add significant value to the total product or
service offering.People of Sbi branches are co-operative and ready to help.

6.Physical Layout – All the Sbi branches have different department s for query
resolution and even the name and designation of employee who solve the problem is
mention on his/her desk so it is so easy for a customer to recognize.Environment of Sbi
is very helpful.For customer comfort all branches have central AC.

7.Process - Procedure, mechanisms and flow of activities by which services are
consumed (customer management processes) are an essential element of the marketing
strategy,which is very well managed in all branches of SBI.

2. ICICI Bank
ICICI Bank (BSE: ICICI) (formerly Industrial Credit and Investment Corporation of
India) is India's largest private sector bank by market capitalisation and second largest
overall in terms of assets. ICICI Bank offers a wide range of banking products and financial
services to corporate and retail customers through a variety of delivery channels and
specialised subsidiaries and affiliates in the areas of investment banking, life and non-life
insurance, venture capital and asset management.

 Product and Services offered by SBI Bank

Products & Services

Agri &
Rural
Banking

Business Personal
Banking Banking

ICICI
Bank

Corporate NRI
Banking Banking

1. Personal Banking
v) Accounts & Deposits
a) Saving account
b)Salary account
c) Fixed Deposit
d)Recurring Account
vi) Loans
a)Home Loan
b)Personal Account
c)Car Loan
iii) Card
a)Debit Card
b)Commercial Card

a) Saving account - An ICICI Bank Savings Account offers you a valuable banking

experience.

• Money Multiplier Facility - Get higher returns and liquidity on surplus funds in
your account, with the money multiplier facility.
• Debit-cum-ATM Card - Now access your money from anywhere , with cash
withdrawal across ATMs and direct purchase facility at Visa/Master POS ( Point of
Sale ) machine in most stores.
• Internet Banking - Do all your banking transactions conveniently. For details on
the transactions that you can do online,
• Customer Care - Get easy assistance 24- hours, on any query related to your
account or to give any instructions, with our Customer Care facility.
• Mobile Banking - Now transfer funds or know your account balance, by simply
using your mobile phone's SMS, WAP or I-Mobile services.
• Standing Instructions - Automate your regular transaction and save time, just set
up Standing Instruction and leave it us to manage.
• Nomination facility - Pass on benefits of your account proceeds to your loved ones
with our nomination facility.
• DD Call and Collect - No more waiting time to collect a Demand Draft or Pay
Order .

b) Salary Account - With ICICI Bank Salary Accounts your employees will enjoy the
convenience of :

• Having the largest network of ATMs at their command.
• Free 24 hour Phone Banking.
• Free Internet Banking.

ICICI Bank Salary Accounts benefits you in more than one ways:-

• Reduces your paperwork.
• Saves remittance costs.
• Employees receive instant credit of salaries.
• More convenient than ECS.

c)Fixed Deposit - Wide range of tenures.

• Choice of investment plans.
• Partial withdrawal permitted.
• Safe custody of fixed deposit receipts.
• Auto renewal possible.
• Loan facility available.

d) Recurring Account - ICICI Bank Recurring Deposits are an ideal way to invest small
amounts of money every month and end up with a large kitty on maturity.

• High recurring billing and recurring payments can be a drain on your finances and
hence large investments may seem a plan away.
• The minimum balance of deposit is Rs.500 per month and thereafter in multiples of
Rs.100. The tenure ranges from 6 months to a maximum period, recurring deposit of 3
months thereafter.

ii) Loan

a) Home Loan- ICICI offers you the most convenient home loan plans to suit your needs.
With so many attractive features in every type of home loan we offer, creating the home you
always wanted is no longer a distant dream. Some of our key benefits are:

• Guidance through out the process
• Home loan amounts suited to your needs
• Home Loan tenure upto 20 years
• Simplified documentation
• Doorstep delivery of home loan papers

• Sanction approval without having selected a property.
• Free Personal Accident Insurance (Terms & Conditions)
• Insurance options for your home loan at attractive premium

b) Personal Loan - Key Benefits of ICICI BankPersonal Loan

• Loan up to Rs. 10 lakhs
• No security/guarantor required
• Faster processing.
• Minimum documentation
• Attractive rates of interest
• Flexible repayment option of 12-48 months

c) Car Loan – ICICI offer loans up to 90% of the ex-showroom price of the car. Its
interest rates would pleasantly surprise people. take up to 5 years to repay the loan.

Car Loans with Fixed Interest Rates: ICICI Bank offers new car loans with fixed rate option
only.

iii) Card

a)Debit Card - Wide Acceptability: Enjoy purchases across 3,50,000 shopping outlets in
India and around 24 million outlets worldwide.

Online Shopping: Buy anything online, and experience the convenience of your Debit Card.
Reserve train, airline and movie tickets or buy gifts for loved ones. You can even pay your
electricity, mobile phone and other bills online with the added security of Internet Banking
user ID and password.

b)Commercial Card - ICICI Bank Commercial Cards have been designed as payment
solutions for large & mid-sized organizations. A widely accepted concept internationally,
Commercial Cards help to better streamline payment processes & thus increase efficiencies.

Corporate Platinum &
Purchase Card DriveTrack Card
Gold Card

2.NRI Banking

a) Money Transfer

-Direct Debit (ACH) , Cheque Lock Box ,Web Wire Transfer , Donate2India , Wells Fargo ,
Correspondent Banks ,Wire Transfer / SWIFT details , Foreign Currency Cheque , Branch
Based Remittance

b)Bank Account – Fixed deposit,Saving account.

3.Corporate Banking

a)Cash Management Service - Cash Management serves as the means to keep an
organisation functioning by making the best use of cash or liquid resources of the
organisation. At the same time, the organisations have the responsibility to use timely,
reliable and comprehensive financial information systems. ICICI Bank's Cash Management

Services offer a full range of receivables and payables services to meet your complex cash
management needs.

b)Trade Service - ICICI Bank offers a wide range of trade services designed to meet a range
of short term to medium term trade financing requirements so that your company can seize
new business opportunities whenever they arise. Customers can benefit from our streamlined
processes based on a sound technological backbone that are designed to provide best in class
service levels, and reduce the hassles associated with trade transactions.

c)Current Account - A Current Account was normally associated with basic transactions such
as cash/ cheque deposit and withdrawal. With the introduction of technology, increasing
competition and market expectations, banks have started offering a slew of services with
current account.

d) Global Market - ICICI Bank offers innovative FX services & products to its clients, based
on its client’s unique requirements not only incorporating best practices followed globally but
also leveraging technology to deliver bespoke solutions and user- friendly experience.

4.Business Banking

i)Transaction Banking & CMS

a)Roaming Current account

b)Prepaid Current Account

ii)Business Loan

iii)Trade Service

5.Agri-Rural bank

i) Agri Corporate - CICI Bank recognises the role of prompt finance, and stable cashflows
for a business.It offer a range of products tailored to your unique needs.

ii)Agri Trader Processor - ICICI Bank recognizes your key role in the Agricultural supply
chain. ICICI Bank offers you financing options designed to service your specific
requirements.

iii)Micro Banking - ICICI Bank has created products that are simple, convenient and
locally accessible so as to maximise your comfort.

 Target market

ICICI Bank decided to target India’s burgeoning middle class and corporate's by
offering a high level of customer service and efficiency.

Target customer of ICICI bank are based on the transaction that take place between
customer and bank.Generally based on product to whom it is targeted.

As ICICI bank is private bank so it is having wide market segment.

Target market also based on:

i)Consumer Banking

ii)Small & Medium Enterprises

iii)Corporate Banking

 Marketing Strategy

Serving the majority of the country’s populace, state owned banks had a large branch
network, with minimal or no automation and little focus on service.

Foreign banks, on the other hand, deployed high-end technology, had innovative
product offerings, but had a very small branch network that serviced only corporate's
and individuals with high net-worth.

Sensing an untapped opportunity, that rivaled the foreign banks, on a much larger
scale, at a lower cost. A crucial aspect of this strategy was the emphasis on technology.
ICICI Bank positioned itself as technology-savvy customer friendly bank.

To support its technology focused strategy, ICICI Bank needed a robust technology
platform that would help it achieve its business goals. After an intense evaluation of
several global vendors, ICICI Bank identified Infosys as its technology partner and
selected Finacle, the universal banking solution from Infosys, as its core banking
platform. An open systems approach and low TCO (Total Cost of Ownership) were
some of the key benefits Finacle offered the bank.

Marketing Strategy include:

• Road Shows
• Direct Marketing
• Mass media inbound calls

 Comparative Analysis

 ICICI Bank has earned a reputation in the market for extending quality services
to the market vis-à-vis its competitors. It has earned a strong Brand name in
banking in a very short span of time.
 ICICI Bank has the highest number of linked branches in the country. The bank
operates through a network of 450 BRANCHES AND over 1800 ATMs across
India, thus enabling them to serve customer in better way.
 ICICI bank will grow top line at more then HDFC bank but market pays for
EPS growth though EPS growth in ICICI could be higher then HDFC Bank the
latter had a kind of solidity in earnings and an assured 30% CAGR year after
year for 10 years.
 Lesser share in low-cost deposits,still to fix liability mix
 Large retail portfolio may breed NPAs going forward
 No promoters,shareholding quite scatterred
 ICICI focus is more on Quantitaitve growth while HDFC focus id Qualitative
quantity growth.
 People of India have more trust on government or public sector bank as due to
recession that took place in 2009,people become more concern about their hard
earn money.
 Interest that charge is also higher than Public sector bank.

4.Marketing Mix Strategy

• 7P’s of marketing mix of ICICI Bank are :

1.Product : ICICI product include saving account,corporate banking,agro based
banking,demat Services,Mobile Banking ,NRI Services,Debit card,Travel Card,Credit
card,Commercial Card,Debit Card and many other various product are provided in order to
satisfies the customer.

2.Price : Pricing decision or decision related to interest and fee or commision charged by
banks are found instrumental in motivating or influencing the target market .pricing policy of
bank is considered as an important for raising the number of customer,Also the quality of
service provided is closely linked with fee charge by bank.Bank is required to set two fold
strategy
First strategy is concerned with interest and fee charged,second is related to interst paid ,since
both startegy pay vice versa impact.

3.place : This component of marketing mix is related to offering of services.The services are
sold through the branches.Two important decision making areas are:
i)Making available the promised services to ultimate users
ii) Selecting suitable place for bank branch
The safety and security provision should be equal for both the parties ,such as user and
bankers.

4. Promotion : Different components of promotion helps the bank profesional in promoting
the banking business.Advertising,Print media,Publicity,Sales promotion,Tele marketing.

5.Process : all the major activities of ICICI follow RBI Guideline there has to be adherence to
certain rules and principles in banking
operations.Standardisation,Customization,Simplicity,Customer involvement.

6.Physical Evidence : Physical evidence is a material part of a service,there are no physical
attributes to services,so consumer tends to rely on material cues.
Example of physical evidence:
• Internet/Webpage
• Paper work
• Brochures
• Furnishings
• Business card
• Employees dress code

7.People : All people directly or indirectly are involve in consumption of services provided
by bank,Knowledge worker,Employees,Management and other consumers often add
significant value to total product or service offering.Employee of bank represent the
organization to customer.ICICI is conscious in its potential in internal marketing. ICICI aim
in providing
And enabling favourable environment to faster growth and learning of their employee.

3 Dena Bank
D Dena Bank was founded by the family of Devkaran Nanjee under the name Devkaran
Nanjee Banking Company Ltd. It found its new name, Dena Bank Ltd. when it was
incorporated as a Public Company in Dec 1939. It is one of the most prestigious banks of
India having a good market share.

 Product and Services offered
i)Personal Banking
ii)Corporate
iii)NRI Desk
iv)Priority and SME
i)Personal banking – It offer services with a personal touch by reaching out to you in
various manners, one of them is through offering you a basket of our Deposit Schemes which
delivers a strong return on all your personal savings and our Loan Schemes which provides
the required financial assistance in your times of need.
Deposit Schemes
Dena Cash Certificate
Dena Maha Tax Bachat
Loan Schemes
Dena Niwas
Dena Vidya Laxmi
ii) Corporate Banking - Dena Bank provides financial assistance to the business
entities engaged in various activities of manufacturing, trading and service.

The Financial assistance is provided for setting up new projects, acquiring assets and also for
meeting day to day working capital requirements of the constituents.These assistances are
termed as Long Term Finance & Short Term Finance respectively.
Term Finance
Term Loan/Finance covers funds required for acquiring means of production such as land,
building and plant and machinery etc. These could be for setting up new projects or
expanding the present activities.
Working Capital Finance

Working Capital Finance (WCF) is extended for carrying out normal trading/ manufacturing
activities.The working capital finance is provided for a relatively shorter period generally for
a period of 1 year and renewed on yearly basis considering the performance of the borrower.

iii) NRI Desk - With over 1100 branches spread across the country, Dena Bank is your
ideal banking partner if you are a Non-Resident Indian.
International Division
5th Floor, Dena Corporate Centre,
C-10, G Block,
Bandra-Kurla Complex
Bandra [E].
Mumbai- 400 051
Tel : 91-22 2654 5576/77/78/79/80
Fax: 91-22 2654 5581
Email:- intldiv@denabank.co.in

Services
Dena bank offers a range of sophisticated banking services by way of Any-branch
banking, Multi City cheque, Dena ATM's, Dena Cards, online remittance, Internet Banking,
Mobile banking, Tele banking, Online utility Bill Payment, Value added Service through
ATM, Kiosks and many more.

With over 1100 branches across the country, we are always ready to serve our customers, and
to offer them the best of the technology-enabled banking products and services.

i)Core Banking Solution
ii)Delivery Channels
iii)Dena ATM
iv)Dena BillPay

 Target Market
The Customers shall not disclose to any other person, in any manner whatsoever, any
information relating to Dena Bank or its group companies of a confidential nature
obtained in the course of availing the services through the website. Failure to comply
with this obligation shall be deemed a serious breach of the terms herein and shall
entitle Dena Bank or its group companies to terminate the services, without prejudice
to any damages, to which the customer may be entitled otherwise.
Dena bank target the customer on the basis of services which customer avail.
Customer tareget on basis of :
i)Personal Banking
ii)Corporate banking
iii)NRI Banking
Business Segments
i)Corporate linked business
ii)Cluster Banking Group
iii)Business Banking Group

 Marketing Strategy

Marketing strategy include safeguard, according to strict standards of security and

confidentiality, any information that customers share with bank.

• Bank limit the collection and use of customer information to the minimum required to
deliver superior service to our customers, which includes advising their customers about
products, services and other opportunities, and to administer their business.

• Bank only authorized employees, who are trained in the proper handling of customer
information, to have access to that information. Employees who violate bank Privacy Promise
will be subject to their normal disciplinary process.

With recession departing away from away global economy, opportunities are slowly
emerging in emerging markets. Since emerging markets, except China, were less depending
upon US for
growth; are first to come out of recession eclipse.
Growth opportunities in banking, especially retail segment is set to witness fast growth due to
high consumption. The higher growth of retail lending in emerging economies is attributable
to fast growth of personal wealth, favourable demographic profile, rapid development in
information technology, the conducive macro-economic environment,financial market
reforms, and several micro-level supply side factors.

 Comparative Analysis

 Dena Bank has widespread branch network with 1135 branches (1150 Sep
30, 07), with major concentration in Gujarat, Maharashtra and Chattisgarh;
43.26% of branches are located in rural areas.
 Bank has achieved 100% computerisation covering 98.5% of business,
however, bank is late on implementing Core Banking Solution (CBS) with
only 35 branches covered under the same.

 Government’s stake in bank is at low of 51%and hence no equity dilution possible in
near future; however bank has other options

 Existing high level of NPA's
 Lower business per branch
 Potential acquisition/merger considering improving financial health
 Improving Employee productivity and business per branch
 Significant improvement in asset quality

 Marketing Mix Strategy
7P’s Marketing mix

1.Product : ,demat Services,Mobile Banking ,NRI Services,Debit card,Travel Card,Credit

2.Price : The bank has successfully leveraged the power of Finacle and has deployed the
solution in the areas of core banking, consumer e-banking, corporate e-banking and CRM.
With Finacle, Dena Bank has also gained the flexibility to easily develop new products
targeted at specific segments such as Dena Bank Young Stars- a product targeting children,
Women's Account addressing working women and Bank@campus targeting students.
The rate of interest is regulated by Rbi and other charges are controlled by IBA.

3.Place : This component of marketing mix is related to offering of services.The services are
sold through the branches.Two important decision making areas are:
i)Making available the promised services to ultimate users
ii) Selecting suitable place for bank branch
The safety and security provision should be equal for both the parties ,such as user and
bankers.

4. promotion :
i)Advertising: Television, radio, movies, theatres. Dena Bank uses this component of the
promotion mix with the motto of informing, sensing and persuading the customers. The
advertising professionals bear the responsibility of making the appeals, slogans, messages

more creative.
ii)Print media:Hoardings, newspaper, magazines. There are a number of devices to advertise,
such as broadcast media, telecast media and the print media
iii)Publicity:road shows, campus visits, sandwich man, Sponsorship
iv) Personal selling:Cross-sale (selling at competitors place),personalized Service. The
personal selling is found instrumental in promoting the banking business. It is just a process
of communication in which an individual exercise his/her personal potentials, tact, skill and
ability to influence the impulse buying of the customers. Since Dena bank gets immediate
feedback, the personal selling activities energies the process of communication very
effectively.

5. Process Mix :

Standardization:Dena bank has got standardized procedures got typical transactions. In fact
not only all the branches of a single-bank, but all thebanks have some standardization in
them. This is because of the rules they are subject to. Besides this, each of the banks has its
standard forms,

Customization: There are specialty counters at each branch to deal with customers of a
particular scheme. Besides this the customers can select their deposit period among the
available alternatives.

Number of steps:Numbers of steps are usually specified and a specific pattern is follotheyd to
minimize time taken.

Customer involvement: ATM does not involve any bank employees. Besides, during usual
bank transactions, there is definite customer involvement at some or the other place because
of the money matters and signature requires.

6.Physical Evidence : The physical evidences also include signage, reports, punch lines, other

tangibles, employee’s dress code etc.

Signage:each and every bank has its logo by which a person can identify the company. Thus
such signage is significant for creating visualization and corporate identity.

Financial reports:The Company’s financial reports are issued to the customers to emphasis or
credibility.

Tangibles:bank gives pens, writing pads to the internal customers. Even the passbooks,
chequebooks, etc reduce the inherent intangibility of services.

Punch lines:punch lines or the corporate statement depict the philosophy and attitude of the
bank. Banks have influential punch lines to attract the customers.

7.People : In a bank organization, employees are essentially the contact personnel with
customer. Therefore, an employee plays an important role in the marketing operations of a
service organisation. To realize its potential in bank marketing.

4. HSBC Bank (MNC’s)

HSBC Bank Ahmedabad offers a wide range of personal financial services which include
personal banking as well as deposit products. It is also involved in the bullion business
through its office in the city. HSBC Ahmedabad has 2 branches and the same number of
ATMs in the city. HSBC in Ahmedabad is an international bank and provides world class
options in banking arena.Common Customer Care no. for HSBC Bank Ahmedabad:
98982 72424 Phone no. for HSBC Indis Credit Card for Ahmedabad: 98983 77373.

Branches addresses of HSBC Ahmedabad:

Mardia Plaza, CG Road, Ahmedabad – 380 006
Email: online@hsbc.co.in

Indraprastha Tower, Drive-In Road, Ahmedabad – 380 054

 Product and Services Offered

HSBC Bank in Ahmedabad provides a huge range of services to its customers – it ranges
from personal banking, business banking, corporate banking as well as NRI services.

HSBC bank provides:

• Credit cards and Debit cards
• Savings and Current Accounts along with fixed Deposits facility
• Loan facilities like Home Loans, Car loans, Personal loans.

• Insurance services like health insurance, medical insurance, retirement plans.
• Mutual Funds and Forex services.
• Investment services
• Internet and Self service banking.
• Application forms are available online to download for availing various services of
the bank.

The bank also provides the needed products and services that meet your business needs. It
provides a zero balance 24/7 current account for your business.

For business solutions, HSBC Bank Ahmedabad provides:

• Business Credit – This is an overdraft without security at concessional rates.
• It also provides commercial banking.
• Services like cash management and factoring solutions are provided
• Global trade solutions are offered to get a edge in the competitive markets of today.
• Foreign exchange services provide information on global markets 24/7

NRI Banking services at HSBC Ahmdebad include:

• NRI banking services are available in Canada, UK, USA, UAE, Singapore and Hong
Kong.
• Free Remittance to India is available.
• Online remittance demo is provided so that customers can self service.

Special attention is given on the security and the transactions through the ban’s portal are
100% secure and trustworthy.

Ref : http://www.hsbc.co.in/1/2/miscellaneous/grievance-redressal

 Target Market

Bank Economi has a strong presence in the small- and medium-enterprise (SME) loan
market, complementing HSBC's portfolio of banking services to retail and
commercial clients, international corporations, state-owned enterprises and Islamic

customers. The acquisition is further evidence of HSBC's strategy to expand in
emerging market economies and follows recent investments in Vietnam, Taiwan and
India.

HSBC targets mid-market segment in Hong Kong with personal banking
service

Hong Kong will be among the first markets globally to launch HSBC Advance. Going
forward, HSBC plans to offer the service in 39 countries and territories within the year.


Marketing is based on identifying and satisfying customers' needs - profitably. It
encompasses market research, pricing, promotion, distribution, selling, customer care, and
much more.

This briefing will help to plan and monitor banks marketing. It covers:

1. The basic objectives of all marketing.
2. Reviewing market.
3. Creating a marketing strategy.
4. Setting out marketing action plan.

1.Basic marketing objectives of HSBC

• retain existing customers,
• customers make larger purchases.
• customers purchase more products from given range
• win new customers.

2.Reviewing market

• Identify user of product
• What users value more in product

• How to reach to customer

3.SWOT Analysis

Identify strenght ,Weakness,Opportunity and Threat.

4. Marketing action plan

• Knowing purchase cycle of customer
• Plan promotion

 Comparative Analysis
• Interests are concentrated in Europe and Asia and to a lesser extent North
America(United States). Profits are almost equally divided between theCorporate,
Commercial and Personal banking lines of business.
• HSBC has a greater and perhaps increasing dependence upon emerging and
less developed markets than many of its major global competitors. The
$1.1 billion writedown in 2001 being the most recent example.

• HSBC stated aim is to be the World’s Leading Financial Services
Company (Bond). This requires HSBC to transform itself from a global
bank to a more diversified global financial services company such as
Citibank.

7P’s Marketing Mix
1.Product : Savings Account: HSBC Bank offers a Savings Account with a host of
convenient features and banking channels to transact through, without the stress of waiting in
queues.
Business Card: The HSBC Bank Business Card aimed for large scale business , The
Business card is a smart alternative to cheques, cash, and personal credit cards. With its
purchasing convenience, cost savings, available credit, and detailed reporting facilities, the

HSBC Bank Business Credit Card offers what ytheir business needs to stay on top.
Travel Card,debit card,Commercial card and many more product.

2.Price : The pricing decisions or the decisions related to interest and fee or commission
charged by banks are found instrumental in motivating or influencing the target market.Price
muct be decided by proper care as it is important that banks attempt to establish a correlation
between two parties. It is essential that both the buyers as well as the sellers have feeling of
winning.

3.Place : HSBC ATM centers in Ahmedabad.
C.G. Road Address
Mardia Plaza, C.G.Road, Ahmedabad 380 006.

4.Promotion : The different components of promotion help bank professionals in
promotion the banking business.
Advertising,Print Media,Publicity,Sales promotion,Personal selling.

5.Process Mix : The activities have been segregated into various departments accordingly
There are certain rules and regulation according to that all the work in bank is carried out.

6.Physical Evidence : Physical evidence is the material part of a service. Strictly
speaking there are no physical attributes to a service, so a consumer tends to rely on material
cues.
Signage:each and every bank has its logo by which a person can identify the company. Thus
such signage is significant for creating visualization and corporate identity.
Employee dress code also included in physical evidence mix.

7.People : All people directly or indirectly involved in the consumption of banking services
are an important part of the extended marketing mix. Knowledge Workers, Employees,

Management and other Consumers often add significant value to the total product or service
offering.
Current News regarding HSBC-----2 March 2010-HSBC hires new Global Head of Equity
Capital Markets 25 Feb 2010- HSBC announces senior appointment for Islamic Finance in
Global Markets

5. Kalupur Commercial Bank (Co operative)

The Kalupur Commercial Co-operative Bank Limited is the first Ahmedabad based Co.
Operative bank to work as a Depository Participant (DP) of National Securities Depository
Limited (NSDL). It now offers to its customers a whole range of Depository services through

24 branches.

Product and Services

Bank is providing demat services to their saving / current account holder wherein

the client will have to maintain minimum / adequate balance specified by the
bank from time to time.

Products

Current account

Saving Account

Fixed deposit

Recurring account

Commercial Vehicle Loan 13.5%

Goods loan

Housing loan

Property loan etc

Services

Demate services -Demat account can be opened either singly or with one or more joint
applicants. Any number of accounts can be opened with the DP or with different DPs. With
opening of account the client gets identification number called "Client ID". At the time of
opening accounts, "in person" verification needs to be carried out for all the holders.

Direct tax payment - direct tax is one which is demanded from the very persons who

it is ... "The best general rule is to look to the time of payment and if at the time the
...in other way round A tax demanded from the very persons who it is intended or
desired should pay it.

Electronic clearing services - It is a mode of electronic funds transfer from one bank
account to another bank account using the services of a Clearing House.

Mobile Phone Banking.

 Target Market
• Kalupur bank generally target local people.target customer get many special
benefit allong with other normal services. The Customers shall not disclose to any
other person, in any manner whatsoever, any information relating to Dena Bank or
its group companies of a confidential nature obtained in the course of availing the
services through the website.
Failure to comply with this obligation shall be deemed a serious breach of the
terms herein and shall entitle Dena Bank or its group companies to terminate the
services, without prejudice to any damages, to which the customer may be entitled
otherwise.
• Before selecting market segment,market research is to be done various methods are
used in order to know the need and demand of customer.
• Earlier, our customers had to approach other banks for overseas financial
transactions and avail of other international banking services. However, with the
RBI’s approval our customers need not approach other banks for their overseas
business related banking services. It will also help bank increase its business,”

Kalupur Commercial Co-operative Bank (KCCB) has become the first Gujarat co-
operative bank to foray into bancassurance after it signed a deal with Max New .

The Reserve Bank of India (RBI) has allowed Ahmedabad-based Kalupur
Commercial Bank to deal in foreign exchange reserve (Forex) business. Kalupur

Commercial is the fourth co-operative bank in the country to get RBI approval for
dealing in forex business.

As a result, the bank will be able to deal in the export and import business, issue
letters of credit and foreign drafts and buy and sell foreign exchange reserves.

The bank will roll out a separate division for the forex business and it will also apply
for the membership of Foreign Exchange Dealers.

 Comparative analysis
• Government Owned: Government owns 60% stake in Kalupur Bank . This gives
kalupur bank an edge over private banks in terms of customer security.

• Low Transition Costs Kalupu commercial bank offers very low transition costs which
attracts small customers.

• Modernisation: Kalupur lags with respect to private players in terms of modernisation
of its processes, infrastructure, centralisation, etc.

• Delay in technology up gradation could result in loss of market shares.

1. Product : demat Services,Mobile Banking ,NRI Services,Debit card,Travel Card,Credit

2. Price : Although competing on price is as old as mankind, the consumer is often still sensitive for price
discounts and special offers. Price has also an irrational side: something that is expensive must be good.
Permanently competing on price is for many banks not a very sensible approach. Price or Charges for
opening senior citizen account are discounted.

3.Place : Location of kalupur bank in ahmedabad
The Kalupur Commercial Co.Op.Bank Ltd. Branch Name. S.m.road. Address. Arjun
Tower, Opp, Jay Shefali Row House, Satellite Road. City. Ahmedabad.Location of bank
should be at right place so that customer can get benefit of it.

4.Promotion : Ther are different promotional component which include
Advertisement,hoardings,print media,newspaper add,display of pamplate at various branch.

5.Process : Every transaction that take place in kalupur bank are done under certain rules and
regulation which are set up by RBI.

6.Physical Evidence : All the Kalupur branches have different department s for query resolution and even
the name and designation of employee who solve the problem is mention on his/her desk so it is so easy for
a customer to recognize.Environment of Kalupur is helpful but some time people did’nt respond to query
of particular person.

7.People : : In a bank organization, employees are essentially the contact personnel with
customer. Therefore, an employee plays an important role in the marketing operations of a
service organisation. To realize its potential in bank marketing.

FINANCIAL SERVICES

Key Players of Financial Services

1.Export and Import Bank (EX-IM Bank)

2. National Bank for agriculture and Rural
development (NABARD Bank)

3. National Housing Bank (NHB)

4.Industrial Finance Corporation of India
(IFCI)

5.Small Industries Development Bank of

India (SIDBI)

1. Exim-Bank
Exim Bank, as part of its agri business initiative, has been endeavouring to assist exports of
products from rural and small and medium enterprises (SMEs). Towards this end, the Bank
has assisted exports of honey, financed setting up of food processing plants in select states,
exports of dried flowers, medicinal plants, etc., where the SMEs supported have developed
backward linkages with farmers / rural poor for procurement of raw materials.

It was with this objective that Bank took up a new initiative in seeking to provide
international market access to products from rural grassroot enterprises.

Product and Services offered

 Product

i)Working Capital Guarantee : Ex-Im Bank's working capital financing enables U.S.
exporters to obtain loans that facilitate the export of goods or services. These working capital

loans, made by commercial lenders and backed by our guarantee, provide you with the
liquidity to accept new business, grow your international sales and compete more effectively
in the international marketplace.

• Fulfill export sales orders
• Turn export-related inventory and accounts receivable into cash
• Expand access to financing

Size: There is no minimum or maximum transaction amount.

Coverage: Ex-Im Bank generally guarantees 90% of the bank loan, including principal and
interest.

Delegated Authority Lenders: Our pre-qualified commercial lender partners, working under
Ex-Im Bank’s delegated authority, can expedite the loan process by committing our
guarantee without prior Ex-Im Bank approval. Most of Ex-Im Bank’s working capital
guarantees are provided through these lenders.

Repayment Terms: Typically, loan terms are for one year but can be up to three years. The
loan can be either transaction-specific or revolving.

Collateral: These guaranteed working capital loans are secured by export-related accounts
receivable and inventory (including work-in-process) tied to an export order. For letters of
credit issued under the guaranteed loan, we only require collateral for 25% of the value of the
letter of credit.

2.Export credit Insurance : Ex-Im Bank’s export credit insurance allows you to
increase your export sales by limiting your international risk, offering credit to your
international buyers, and enabling you to access working capital funds.

i)Small Business Export Credit Insurance Policy - The policy is a special product for
small, financially viable businesses that are new to exporting, or have only occasionally
exported. It can help increase an exporter's international sales by extending competitive credit

terms while minimizing risks, and is valuable as a:

• Eligible products must have at least 51% U.S. content, including labor but excluding
mark-up. Eligible services must be performed by US-based personnel.

• The policy insures all shipments on credit terms (including documentary credits,
unconfirmed letters of credit and open account) to all eligible countries during the
policy period, generally one year. The policy may be renewed annually.

• Credit terms up to 180 days; exceptionally up to 360 days for qualifying transactions
(such as capital equipment and bulk, unprocessed agricultural commodities).

• Excluded from coverage are confirmed letters of credit, cash-in-advance sales, and
certain military and defense-related items.

• Special incentives are offered for small business exporters of specified
environmentally related products and services.

ii)Foreign Dealer Insurance policy

Foreign dealerships are a strategic distribution channel for U.S.-manufactured machinery,
equipment and spare parts. The Foreign Dealer Insurance Policy is designed to provide
flexible, competitive support for financing the capital goods exports of small, medium and
large U.S. manufacturers through foreign dealerships.

The unique feature of this insurance policy is its ability to cover "floor plan/rollover"
financing. This form of financing combines short-term financing of inventory acquired for
resale with the option to rollover (i.e., to refinance) that financing for a longer term in order
to better match the dealer's financing requirements. The Foreign Dealer Insurance Policy is
currently available to financial institutions; a supplier credit version for exporters is planned
for a later date.

3.Loan Guaranteee - Ex-Im Bank assists exporters by guaranteeing term financing to
creditworthy international buyers, both private and public sector, for purchases of U.S. goods
and services. With Ex-Im Bank’s loan guarantee, international buyers are able to obtain

competitive term financing from lenders when financing is otherwise not available or there
are no economically viable interest rates on terms over one-to-two years.

i) Project and Structure Finance

Ex-Im Bank offers a range of financing solutions for U.S. exporters and their international
customers. Limited recourse (project) and structured financing are two options that offer
maximum flexibility for project sponsors and help U.S. exporters compete globally in natural
resource and infrastructure sectors.

Ex-Im Bank can consider limited recourse project financing in most countries and has no
country or project dollar limits.

In either project or structured finance, Ex-Im Bank has two primary goals:

• To maximize U.S. company participation in the transaction in order to support U.S.
jobs; and

• To lend responsibly into creditworthy projects in order to protect the interests of our
"shareholders," the U.S. taxpayers.

4.Finance Lease Guarantee :

Ex-Im Bank supports competitive medium-term financing structured as finance leases in
addition to financing structured as installment loans. Support of lease financing is important
since some foreign buyers of U.S. capital goods prefer lease financing as an alternative to
traditional installment loans. Ex-Im Bank will guarantee lease financing of U.S. goods and
services to creditworthy international lessees, both private and public sector, when financing

is otherwise not available or applicable interest rates are not economically viable.

5.Direct Loan : Ex-Im Bank assists exporters by providing fixed-rate loans to
creditworthy international buyers, both private and public sector, for purchases of U.S. goods
and services.

Benefits

• Enables international buyers to obtain loans from Ex-Im Bank
• Medium-term and long-term financing available.

 Services

1.Export Services-Exim Bank offers a diverse range of information advisory and
support services, which enable exporters to evaluate international risks, exploit export
opportunities and improve competitiveness.

2.Rural initiatives : A country like India, with a large (70%) rural population, creation of
export capability in rural grassroot enterprise is a must. Globalisation will be successful and
acceptable only if benefits reach the rural population.

Exim Bank's experience in working with NGOs/SHGs and rural enterprises is encouraging.
Exim Bank, leveraging its presence in both India as well as overseas, is facilitating linkage
between rural grassroot enterprises and corporates and with overseas buyers and agencies
with the objective of bringing the benefits of globalisation to the rural population.

3.Film Finance : The Bank has till date sanctioned loans more than Rs 33.15 crores for

film production. The first three films financed by Exim Bank have been commercially
successful across India and overseas markets.

Films financed by Exim Bank

Released

• Honeymoon Travels Pvt. Ltd.
• Kabul Express
• Dhoom -2
• Don - The Chase Begins Again
• Fanaa

• Bunty Aur Babli
• Veer Zaara
• The Rising
• Dhoom
• Hum Tum
• Cheeni Kum

4. Overseas Investement Finance

4 Finance for Indian Company's equity participation in the overseas Joint Venture (JV)/
Wholly Owned Subsidiary (WOS)

W Direct Finance (Term & Working Capital) to the overseas JV / WOS

W Finance (for equity/debt component) for acquisition of overseas businesses / companies
including leveraged buy-outs including structured financing options

 Target Market
Exim Bank Target the Brand:

1.Global Level

• Exporting to North America

• Large global major from North America

• Indian Companies are investing in North America and Europe

2. Regional Level

Investing in Asia and far East asia Pacific

3.Domestic Level

Large domestic market

Exports is small proportion of total Indian market size

Exim Bank has signed a Memorandum of Cooperation with Uravu (an NGO involved
in employment generation programs in the bamboo sector for tribal & poor
families in Waynad, Kerala) to provide larger visibility to bamboo-based handicraft
products.

Exim Bank has signed Memorandum Of Cooperation with BASIX, Hyderabad.
BASIX promotes development for the rural poor and women, mainly through

Micro-credit and Micro Finance.

Exim Bank recently launched an ‘Export Marketing Services’ programme

• Seeks to help Indian SME sector to establish their products overseas and enter new
markets through Exim’s overseas offices and MOU partner network
• No upfront fees, but operates on success-fee basis

Eximius Centres of Learning in Bangalore/ Pune/ Ahmedabad – for knowledge
building & capacity creation for SMEs

• Set up to organise seminars and workshops for the benefit of exporting companies,
particularly SMEs
• Exim Bank's joint venture company, Global Trade Finance Limited, Mumbai (joint
venture with IFC and FIM Bank) offers export factoring services to SME exporters


1.Product : Loan to Foreign government,financial institution,loan to commercial
banks,Export credit insurance, buyer's credit, lines of credit, relending facility, export
bills rediscounting, and various financial services are provided by Exim bank to
expand the market

2.Price : The projects that Ex-Im Bank undertake requires, either in conjunction with
other lenders or for its own use, the advice of independent outside legal counsel,
independent engineers, and insurance advisors. In addition, there may be other fees
associated with conducting proper due diligence. Payment for these and any other fees
will be the responsibility of the project sponsors or the applicant.Price framed for any
services provided by Exim bank must be affordable to potential customer.

3.Place :Location of bank is an important component of marketing mix strategy.In
ahmedabad it is situated at :

Import Export Exim Bank
www.eximbankindia.com
1st Floor, Sakar-2
Ellisbridge, Ahmedabad, Gujarat 380009
079 26576843

4.Promotion :promotion activity include Advertisement,posters display at bank
newspaper ,television as a media used for advertisement,hoardings,tele marketingetc are the
form through which bank can meke people get aware of product that comes in market.

5.Process : As Exim bank is totally government owned so every process is done as per
certain rules and regulations ,which are set-up under Regulation Act.

6.People :Employee working in bank are directly and indirectly related to progress of
organization,people in bank must be co-operative and always ready to help.

7.Physical Evidence : Physical evidence is the material part of a service. Strictly speaking
there are no physical attributes to a service, so a consumer tends to rely on material cues.

2. National Bank for

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