bandhan bank marketing analsis

1. INDUSTRY
ANALYSIS
Team – 14
Mr. Eknath
Ms. Thanuja
Ms. Priya Dharshini
Mr. Ganesh

2. GENRAL
MANAGEMENT

3. About Bandhan Bank
Bandhan started in 2001 as a not-for-profit enterprise that stood for financial
inclusion and women empowerment through sustainable livelihood creation.
It turned into an NBFC a few years later but the core objective remained financial
inclusion.
When Bandhan Bank started operations on August 23, 2015, it was the first
instance of a microfinance entity transforming into a universal bank in India.
On the day of the launch itself, Bandhan Bank started with 2,523 banking outlets.
Bandhan Bank is driven by a constant desire to serve better.
It offers world-class banking products and services to urban, semi-urban and rural
customers alike.

4. VISION
“To be a world class bank for convenient and affordable financial solutions to all, in an
inclusive and sustainable manner.”
MISSION
“To provide our customers with accessible, simple, cost-effective and innovative financial
solutions in a courteous and responsible manner. To create value for all stakeholders with a
committed team, robust policies and superior systems and technology.”

7. EVOLUTION OF LOGO
“Aapka Bhala, Sabki Bhalai”
(Your welfare is everyone's welfare)

8. Bandhan Bank is a universal bank with a focus on financial inclusion. It was founded in
2001 as a microfinance institution (MFI) and became a bank in 2015
Bandhan Bank's business model is based on providing affordable and accessible financial
services to the unbanked and under-banked segments of the population.
Bandhan Bank's core business is microfinance. It provides small loans to women
borrowers in rural and semi-urban areas, primarily for income-generating activities.
Bandhan Bank uses a joint liability group (JLG) model for its microfinance lending ,also
offers a range of other banking products and services, including savings accounts, current
accounts, loans to small businesses, and deposit products.
Bandhan Bank has a large network of branches and ATMs, which allows it to reach its
customers in rural and remote areas.
BUSINESS MODEL

9. STRENGTH
• Large customer base,
especially in rural and
semi-urban area
• Wide range of products
and services
• Strong Microfinance Roots
OPPORTUNITIES
• Competition from other
banks and fintech
companies
• Rising interest rates
THREAD
WEAKNESS
• High dependence
on microfinance
loans
• Limited
geographic
presence
• Expansion into new
markets
• Launch of new
products and
services
• Partnerships with
other financial
institutions
STRENGTH
• Large customer base,
especially in rural and
semi-urban area
• Wide range of products
and services

10. PORTER’S 5 FORCES MODEL
Bargaining power of suppliers :
Banks have a large number of suppliers to choose from, and they can switch suppliers
easily. For example, banks can choose from a variety of technology vendors, service
providers, and asset managers.
Bargaining power of buyers :
Buyers have a number of options to choose from when selecting a bank, and they can
switch banks easily. However, buyers are also dependent on banks for a variety of
financial services, such as loans, deposits, and investment products.

11. PORTER’S 5 FORCES MODEL
Threat of substitutes:
The threat of substitutes in the banking industry is low. There are a few substitutes
for traditional banking services, such as mobile wallets and peer-to-peer lending
platforms. However, these substitutes are not yet widely adopted.
Rivalry among existing competitors:
The rivalry among existing competitors in the banking industry is high. There are a
number of large and well-established banks in the Indian market, such as SBI,
HDFC Bank, and ICICI Bank. These banks compete fiercely on price, product
offerings, and customer service.
Threat of new entrants :
There are barriers to entry in the banking industry, such as the need for a large
capital base and regulatory approval.

12. DOMESTIC & GLOBAL PRESENCE
Domestic presence of Bandhan Bank
• Bandhan Bank is a domestic bank with a presence in 34 out of 36
states and union territories in India.
• Bandhan bank has 4,588 Banking Units, 1,411 Branches, 438
ATMs across the country
Global presence of Bandhan Bank
• Bandhan Bank does not have a global presence.
• It is a domestic bank that operates only in India.

13. BUSINESS PARTNERSHIPS OF THE COMPANY WITHIN & OUTSIDE INDIA
Within India
SBI Life Insurance: Bandhan Bank has a bancassurance partnership with SBI Life
Insurance to offer life insurance products to its customers.
HDFC ERGO General Insurance: Bandhan Bank has a bancassurance partnership
with HDFC ERGO General Insurance to offer general insurance products to its
customers.
Mastercard: Bandhan Bank has a partnership with Mastercard to issue debit cards and
credit cards to its customers.
Visa: Bandhan Bank has a partnership with Visa to issue debit cards and credit cards to
its customers.
National Payments Corporation of India (NPCI): Bandhan Bank is a member of
NPCI and offers its customers a range of digital payment services, such as UPI, IMPS,
and AePS.

14. Outside India
International Finance Corporation (IFC):
Bandhan Bank has a partnership with IFC, a member of the World Bank Group,
to provide financing and technical assistance to support the bank's growth and
expansion.
Asian Development Bank (ADB):
Bandhan Bank has a partnership with ADB to provide financing and technical
assistance to support the bank's financial inclusion initiatives.
Nederlandse Financierings-Maatschappij voor Ontwikkelingslanden
(FMO):
Bandhan Bank has a partnership with FMO, a Dutch development bank, to
provide financing and technical assistance to support the bank's growth and
expansion

15. 5 YEARS GROWTH RATE
YEAR Growth rate
2022-23 21%
2021-22 0.65%
2020-21 11%
2019-20 15%
2018-19 82%
21%
0.65%
11%
15%
82%
Growth rate
2022-23 2021-22 2020-21 2019-20 2018-19
In percentage

16. 5 YEARS REVENUE
YEAR REVENUE
2022-23 15,90,46,996
2021-22 13,87,15,662
2020-21 12,52,42,119
2019-20 10,88,54,933
2018-19 7,70,64,172
159,046,996
138,715,662
125,242,119
108,854,933
77,064,172
0 50,000,000 100,000,000 150,000,000 200,000,000
2022-23
2021-22
2020-21
2019-20
2018-19
2022-23 2021-22 2020-21 2019-20 2018-19
REVENUE 159,046,996 138,715,662 125,242,119 108,854,933 77,064,172
REVENUE
In crores

17. 5 YEARS PROFIT
YEAR PROFITS
2022-23 2,19,46,380
2021-22 12,57,940
2020-21 2,20,54,570
2019-20 9,41,09,532
2018-19 5,75,49,153
In crores

18. THANK
YOU

19. HR DEPARTMENT
PRIYA DHARSHINI B
223108740095

20. ABOUT HR DEPARTMENT
Santanu Banerjee is the Head of Human Resource
Department
 Human Resources policies and practices are designed with the objective of
empowering people and providing them the environment where they can bring
their best every day.
 The Bank focused on planned hiring, learning and development and grade
promotions to drive employee productivity.

21.  Competency based grade promotion process to nurture talent and to elevate
employee. 9,307 employees promoted during FY 2022-23
 5,690 employees were identified for role elevation during FY 2022-23 in the
Bank to extend opportunity to internal talent
 Continued adopting digitization for an enhanced employee experience by
Introducing portals like Bandhan Express
 Through the Campus Hiring program, Bandhan Bank created a young talent
base. During FY 2022-23, your Bank covered 154 Campus across country
hiring 1,102 Fresh talent from premier colleges.

22. Ratan Kumar Kesh
Executive Director & Chief
Operating Officer
Santanu Banerjee
Head - Human Resources
Shantanu Sengupta
Head - Retail Banking
Sunil Samdani
Chief Financial Officer
Arindam Sarkar
Head – Treasury
Biswajit Das
Chief Risk Officer
Manoj Kumar Mauni
Chief Technology Officer
Nand Kumar Singh
Head - Banking Operations &
Customer Service
Ronti Kar
Chief Information Officer
Siddhartha Sanyal
Chief Economist and Head
Research
Sudheer Reddy Govula
Chief Compliance Officer
Sujoy Roy
Head - Branch Banking
Vishal Wadhwa
Head - Emerging
Entrepreneurs Business
Jagannadha Rao Suvvari
Head - Legal
P Ramaswamy
Chief of Internal Vigilance
Chandra Shekhar Ghosh
Chief Executive Officer
ORGANISATIONAL STRUCTURE

23. TOTAL NUMBER OF EMPLOYEES
 Male Employees: 62,526
 Female Employees: 7,176
 Differently Abled Employees: 6
 Total Number Of Employees: 69,708

24. ATTRITION RATE
During FY 22-23, Bank expanded its distribution
rapidly and to fulfil the people requirement in line
with the expansion, the Bank witnessed a 16%
increase in manpower, growing to 69,702 from
60,211 in the previous year. These hirings were
across roles and departments, and across the
country. Since its inception in August 2015, your
Bank has witnessed manpower growth of 275%

25. SALARY STRUCTURE
Number
Median
remuneratio
n/ salary
respective
category in
Rupees
Number
Median
remuneration
/ salary
respective
category in
Rupees
Board of
Directors
13 38,25,000 3 19,10,00
Key
Managerial
Persons
2 1,32,96,039 0 0
Employees 62,522 2,51,059 7,176 2,63,041
MALE FEMALE

26. PAY SLIP

27. UNIQUE BENEFITS
 Employee Stock Option Scheme
 Health insurance
 Accidental insurance
 Maternity benefits
 Paternity benefits
 Day care facilities
 Gratuity
 Compensated Absences.

28. CORPORATE GOVERNANCE REPORT
The Corporate Governance Team consists of:
1. Independent Directors
2. Executive Directors
3. Non-Executive Directors
 There are totally 9 Independent Directors
 There are totally 2 Executive Directors
 There are totally 2 Non-executive Directors
 There are totally 13 members involved in the Corporate Governance
Team
 Ms. Divya Krishnan is a Non-executive, independent women
Director involved in the board
 Total number of meetings held for the last financial year = 13.

29. CSR ACTIVITIES
Subrata Dutta Gupta
Independent Director
Chandra Shekhar Ghosh
Managing Director &
Chief Executive Officer
Vijay N Bhatt
Independent Director
The total amount of money spent on CSR for last financial year is :
Rs. 51,25,63,688
CSR Activities are:
1. Education
2. Health
3. Environment Protection
4. Reducing Inequalities and Promoting Gender Equality
5. Rural Area and Slum Area Development
6. Disaster Management and Relief Operations.

30.  Healthcare: Preventive Health, Nutrition and Food Security, Sanitation and Safe
Drinking Water
 Education: Financial and Digital Literacy, Skill Development and Sustainable
Livelihoods for underprivileged children, women, youths and persons with
disabilities. Reducing Inequalities and Promoting Gender Equality: Women
empowerment, empowering persons with disabilities and such measures that reduce
inequalities faced by socially and economically backward groups
 Environment Protection: Natural Resource management and conservation, and
Climate Change mitigation and adaptations.
 Rural Area and Slum Area Development: Improving infrastructure and living
conditions, and sustainable agriculture.

31. Education Financial Literacy
Program
Health
CSR IMAGES
Employing the
Unemployed
Programme
Targeting the
Hardcore Poor
Program
Climate Action
Programme

32. EMPLOYEE ENGAGEMENT
 Town-halls with the top
management
 Cricket tournament
 Quiz contest during women’s day
 Team building activities
 Celebration events.

33. HR FORECAST OF 2024
 Mr. Chandra Shekhar Ghosh is the Executive
Director is appointed on July 10, 2015 and his
period is expiring on July 09, 2024
 Mr. Subrata Dutta Gupta and Mr. Suhail Chander
were appointed as Independent Directors of the
Bank, effective from March 19, 2021, for a period
of three years each and their respective current
terms are expiring on March 18, 2024
 According to my Analysis there will be a change
in the Board Of Directors at 2024.

34. TRAINING AND DEVELOPMENT
 Induction Training
 Conducting workshops
 Periodic communication meetings anchored by
leadership
 Team building and celebration events
 Risk Management
 POSH
 Zero Tolerance
 Risk Culture.

36. CHIEF FINANCIAL OFFICER
SUNIL SAMDANI

37. SHARE PRICE OF THE COMPANY
OPEN 252.35
HIGH 252.75
LOW 449.05
52 WK HG 275.90
52 WK LOW 182.15

38. INCOME & EXPENDITURE
145,464,658
166,939,428
183,732,503
123,410,088
165,681,488
161,786,123
-
20,000,000
40,000,000
60,000,000
80,000,000
100,000,000
120,000,000
140,000,000
160,000,000
180,000,000
200,000,000
2020-21 2021-22 2022-23
INCOME.
EXPENSE
(₹ in ‘000)

39. EMPLOYEE EXPENSES
16,646,304
21,348,825
27,150,708
-
5,000,000
10,000,000
15,000,000
20,000,000
25,000,000
30,000,000
2020-21 2021-22 2022-23
PF
141.11
Gratuity
20
2023
(₹ in ‘000)

40. TAX EXPENSES
743.2
2.83
698.34
0
100
200
300
400
500
600
700
800
2020-21 2021-22 2022-23
(₹ in Crs)

41. OTHER COST & EXPENSES
534,023
21,862
84
92
1,426,457
58,682
214
1,373,311
220
207,187
766,120
47
469,915
2,827,627
658,288
Advertisement & publicity
Auditors's fees & Exp
Bank charges paid
Conveyance Exp
Depreciation on bank's property
Director's fees, allowance & Exp
Guarantee fee
Insurance
IT operating exp
Law charges
Postage, Telegrams, Telephones, etc
Premium paid
Printing & Stationery
Rent, taxes & lighting
Repairs & Maintanance
(₹ in ‘000)

42. COMPANY TURNOVER
125,242,119
138,715,662
159,046,996
-
20,000,000
40,000,000
60,000,000
80,000,000
100,000,000
120,000,000
140,000,000
160,000,000
180,000,000
2020-21 2021-22 2022-23
(₹ in ‘000)

43. PROFIT BEFORE TAX NET PROFIT
29,486,548
1,286,231
28,929,842
-
5,000,000
10,000,000
15,000,000
20,000,000
25,000,000
30,000,000
35,000,000
2020-21 2021-22 2022-23
2205.46
125.79
2194.64
0
500
1000
1500
2000
2500
2020-21 2021-22 2022-23
(₹ in Crs)
(₹ in ‘000)

44. OPERATING PROFIT TREAD
59,183,862
69,278,335
66,713,995
54,000,000
56,000,000
58,000,000
60,000,000
62,000,000
64,000,000
66,000,000
68,000,000
70,000,000
72,000,000
2020-21 2021-22 2022-23
₹ in ‘000

45. CASH CONVERTION RATIO EARNING PER SHARE
-0.41
7.17
-1.93
-4.00
-2.00
0.00
2.00
4.00
6.00
8.00
2020-21 2021-22 2022-23
13.7
0.78
13.62
0
2
4
6
8
10
12
14
16
2020-21 2021-22 2022-23
(in ₹)
(in value)

46. SHARE HOLDER PAYOUT RATIO
40%
0%
60%
2020-21
2021-22
2022-23
CASA RATIO
42,455
40,079
33,827
-
5,000
10,000
15,000
20,000
25,000
30,000
35,000
40,000
45,000
2020-21 2021-22 2022-23
₹ in Crs

47. FORECAST OF 2024
 Earnings : 31.1% per year
 Revenue : 28.1% per year
 Decline in return on equity

49. INDUSTRY ANALYSIS
MARKETING

50. Rahul Parikh
(Executive
President and Chief
Marketing &
Digital Officer)
Apurva Sircar
(Head – Marketing)
CMO name & Marketing department organizational
structure
Shimul Aich
(Head - Digital Marketing)

51. Deposits Loans Other Products
Products Portfolio
• Savings accounts
• Current accounts
• Fixed deposits
• Recurring deposits
• NRI accounts
• Micro loans
• Small enterprise loans
• Gold loans
• Personal loans
• Home loans
• Loan against property
(LAP)
• Business loans
• Agricultural loans
• Debit cards
• Credit cards
• Internet banking
• Mobile banking
• SMS banking
• Bill payments
• Insurance
• Mutual funds

52. Domestic and Non-Resident Rupee Savings Bank
Account
a. Daily Balance up to ₹1 lakh 3.00%
b. Daily Balance above ₹1 lakh to ₹10 lakh 6.00%
c. Daily Balance above ₹10 lakh to ₹2
crore
7.00%
d. Daily Balance above ₹2 crore to ₹10
crore
6.25%
e. Daily Balance above ₹10 crore to ₹50
crore
6.50%
Pricing strategy

53. Prevalence of Digital Marketing in BANDHAN BANK
• In FY 2020-21, Bandhan Bank implemented significant digital marketing initiatives, as
mentioned in their 2021 Integrated Report
• The bank achieved over 10 lakh views on a prominent social media platform, indicating a
strong online presence
• In 2018, Bandhan Bank engaged Crow's Nest as its digital marketing agency through a multi-
agency pitch
• Apurva Sircar, who served as the Senior Vice President and Head of Marketing at Bandhan
Bank, reported that the bank garnered more than 11.2 crore views across digital platforms.
• Insights into Bandhan Bank's digital marketing strategy for Q2 and Q3 of 2018 can be found
in a presentation on SlideShare
• Overall, Bandhan Bank has actively utilized digital marketing to expand its outreach and
enhance its brand presence.

54. Brand Valuation
• "Fastest Growing Company" and "Excellence in Business Performance"
in the category of companies with a turnover of INR 500 crore to INR
1,000 crore.
• world-class bank for convenient and affordable financial solutions to
all, in an inclusive and sustainable manner.

55. Unique Selling Proposition
"Unique Selling Proposition:
Focuses on microfinance, affordable housing, and MSMEs.
Targets India's unbanked population and underpenetrated markets.
• Bandhan Bank's strengths lie in its unique value proposition, diverse product
offerings, strong customer focus, impressive retail deposit growth, digital marketing
efforts, and industry recognition.

56. Business strategy
• Bandhan Bank's business strategy is focused on reaching out to the unbanked and under-
banked segments of the country's population
• The bank has adopted the principles of good corporate governance, with emphasis on
transparency, integrity, and accountability
• Bandhan Bank has a comprehensive marketing strategy that includes segmentation, targeting,
and positioning
• The bank is committed to its next five-year strategic vision and is ready for the next phase of
growth
• Bandhan Bank specializes in micro-advances and has been expanding the general banking
business to complement the micro loan business

57. BCG Matrix
High
Low
Low
High
Relative Market Share
Relative
Market
Growth
Rate
?
$
micro loans and small enterprise loans gold loans and personal loans
savings accounts and fixed deposits

58. Competition Analysis

59. Marketing R&D
Bandhan Bank is forecasted to grow earnings and revenue by 31.1%
and 28.1% per annum respectively. EPS is expected to grow by 30.8%.
Return on equity is forecast to be 18.7% in 3 years.

60. Marketing Trend
1. Focus on Growth:
Anticipated earnings and revenue growth of 29.3% and 28.3% per annum, respectively, according to Simply
Wall St.
2. Emphasize Financial Performance:
Q1 FY24 PAT of ₹721 crore showcases strong financial performance, a potential marketing asset.
3. Highlight Dividend Payouts:
Expected significant year-on-year dividend payouts in 2024 on record profits, as per ET BFSI.
4. Consider Stock Price Predictions:
Stock price predictions, e.g., $294.48 by Gov Capital, can offer insights into market sentiment, aiding
marketing strategies.
5. Utilize Smart Technical Analysis:
provides real-time stock predictions using smart technical analysis, assisting in staying updated on market
trends for adaptive marketing.

61. THANK YOU