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.No.

PARTICULARSPAGE

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

3.2 SERVICES & PRODUCT

3.3 TARGET MARKET

3.4 MARKETING STRATEGY

3.5 COMPARATIVE ANALYSIS

3.6 MARKETING MIX STRATEGY

4 KEY PLAYERS OF BFSI IN AHMEDABAD

4.1 HSBC BANK/INTRODUCTION

4.2 SERVICES & PRODUCT

4.3 TARGET MARKET

4.4 MARKETING STRATEGY

4.5 COMPARATIVE ANALYSIS

4.6 MARKETING MIX STRATEGY

5 KEY PLAYERS OF BFSI IN AHMEDABAD

5.1 DENA BANK/INTRODUCTION

5.2 SERVICES & PRODUCT

5.3 TARGET MARKET

5.4 MARKETING STRATEGY

5.5 COMPARATIVE ANALYSIS

5.6 MARKETING MIX STRATEGY

6 KEY PLAYERS OF BFSI IN AHMEDABAD

6.1 KALUPUR BANK/INTRODUCTION

6.2 SERVICES & PRODUCT

6.3 TARGET MARKET

6.4 MARKETING STRATEGY

6.6 MARKETING MIX STRATEGY

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.

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

profitability

Service quality

Credit Portfolio

Management

Maintaining profitability

Service Quality Market / customer focus

Regional Economy Operations/systems/technology

Cost Management /

Expense

reduction

Credit portfolio management

Declining Earnings/

more

failures

Investment to stay competitive

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

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

BusinessBanking

Corporate Banking

NRI Banking

PersonalBanking

Agri &Rural

Banking

ICICIBank

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 &

Gold Card  Purchase Card   DriveTrack 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 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

card,Commercial Card,Debit Card and many other various product are provided in order to

satisfies the customer.

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 Strategy

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.

Marketing Mix Strategy

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,”

Marketing Strategy

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.

Marketing Mix Strategy

1. Product : 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 : 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

Finance for Indian Company's equity participation in the overseas Joint Venture (JV)/

Wholly Owned Subsidiary (WOS)

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

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

Marketing Strategy

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

Marketing Mix Strategy

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

Agriculture and Rural development

(NABARD)NABARD is set up as an apex Development Bank with a mandate for facilitating credit flow

for promotion and development of agriculture, small-scale industries, cottage and village

industries, handicrafts and other rural crafts.

1. Providing refinance to lending institutions in rural areas    

2. Bringing about or promoting institutional development and    

3. Evaluating, monitoring and inspecting the client banks

Mission

  Promoting sustainable and equitable agriculture and rural development through effective

credit support, related services, institution building and other innovative initiatives.

Objectives of the NABARD

1.The Bank will serve as a refinancing institution for institutional credit such as long-term,

short-term for the promotion of activities in the rural areas.  

2. The Bank will also provide direct lending to any institution as may approved by the

Central Government.  

3. The Bank will have organic links with the Reserve Bank and maintain a close link with in.

Product and Services

1.Short Term Credit

2.Medium term credit

3.Investment credit

4.Direct credit- Loan to state government

Contribution to share capital of

co –operatives

Rural infrastructure development

6.Co financing

7.Kisan credit card

1.Short term credit : NABARD provides refinance by way of credit limits for financing

seasonal agricultural operations at concessional rate of interest to State Cooperative Banks

(SCBs)and Regional Rural Banks(RRBs).

2.Medium Term Credit : On the State Governments declaring substantial crop loss on account

of natural calamities affecting the farmers’ability to repay their production credit dues to

banks,refinance by way of medium term loan is granted to State Cooperative Banks and

Regional Rural Banks to enable them to convert their short term loan of farmer into medium

term loan.Repayment period of the converted loan is 3years,which may be extended to

maximum 7years in case of recurring calamities.

3.Investment Credit – Investment credit leads to capital formation through asset creation.It

includes technological upgradation resulting in increased production,productivity and

incremental income to farmers and entrepreneurs.

4.Direct credit –loan to State Government

Contribution to Share Capital of Cooperatives : NABARD provides loans to state

Governments to contribute to the share capital of credit institutions.

Rural infrastructure development : For creating effective demand for agricultural rural

credit ,it was found to augment rural infrastructure which was being traditionally

supported by State governments out of budgetary support but was insufficient to meet

the growing need and demand so NABARD come into existence.

5.Co-financing :NABARD executed memorandum of understanding with three RRBs and

west Bengal State Cooperative bank.

6.Kisan Credit card : NABARD provides Kisan credit card to small farmers.

Target Market

The customers of NABARD are Cooperative Banks, State Land development

Bank, Scheduled Commercial Banks, Urban Cooperative Banks and such

financial institutions as may be approved by RBI. Further, NABARD also

deals with voluntary agencies/NGOs besides various State Govts.

While discharging various credit functions, NABARD has no direct business

dealings with public at large, although all the functions are directed at securing

and promoting integrated rural development and prosperity of rural areas.

The interaction between NABARD staff and the ultimate borrowers i.e.,

farmers, artisans, craftsmen and entrepreneurs, takes place while conducting a

number of field level studies, fostering the growth of the SHG bank linkage,

developing Vikas Volunteer Vahini (VVV) and sanctioning/monitoring the

various promotional schemes under NFS/FS.

NABARD has recently introduced the Capital Gains Bonds and these bonds

are subscribed by publics.

Marketing Strategy

To improve the quality of service as well as keeping in tune with the emerging

developments in Information Technology, NABARD has launched an Action

Plan on information technology and its implementation has been vigorously

pursued.

Advanced version and custom-made software packages have been introduced

for computerising additional functional areas. Flow of information and data

between RO and HO as also between departments of HO through electronic

media is being progressively adopted facilitating faster promotion of

information and data, e-mail and related facilities.

Grant support to Self Help Promoting Institutions (SHPIs) to improve access

to credit for rural poor

Supporting & promoting Dry land farming practices

To enable the client financial institutions, viz.,RRBs and Cooperative Banks,

to diversify their loan portfolio and accelerate the credit flow to rural non-farm

sector, training programmes are supported and funded by NABARD.

The Swarozgar Credit Card scheme envisages adequate and timely credit to

both working and block capital,to small artisians,handloom weavers,service

providers.

Marketing Mix Strategy

7ps of marketing mix

1.Product : Banks provide financial assistance for the following purposes.

(a) Construction of factory building, godowns for raw materials as well as for finished

products, office, canteen, generator room, essential quarters,etc.

(b) Purchase of equipments such as grinder, feed mixer, pelletizer, elevators, feed packing

units, etc.

(c) Miscellaneous equipments such as transformer, generators, weighing scales vehicles, etc.

(d) Margin money for working capital requirement for one cycle of operation. It also includes

micro finance,financial loan to co-operative institution.

2.Price : The rate of interest on both the term loan & cash credit loan shall be decided/fixed

by the concerned financing bank to the ultimate beneficiary. Here for calculation of cash flow

and repayment we have assumed an interest @ 12% per annum.

3.Place : Two important decision making areas are:

i)Making available the promised services to ultimate users

ii) Selecting suitable place for bank branch

location in Ahmedabad : NABARD Tower,Usmanpura,Ahmedabad 380014

4.Promotion : Advertising in newspaper,television,radio station,pamphlets,Hoardings etc.

5.People : 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.

6. Physical Evidence : Physical evidence is proof of existence of organization which include

Logo ,Invoice,Uniform of employee,Mail box,Brouchers,Business card,and many more.

7.Process : For the purposes of the marketing mix, process is an element of service that sees

the customer experiencing an organisation's offering. It's best viewed as something that your

customer participates in at different points in time. Here are some examples to help your

build a picture of marketing process, from the customer's point of view.

3. National Housing Bank (NHB)

The Preamble of the National Housing Bank Act, 1987 describes the basic functions of the

NHB as –

“... to operate as a principal agency to promote housing finance institutions both at local and

regional levels and to provide financial and other support to such institutions and for matters

connected therewith or incidental thereto ...”

VISION

“NHB ensures a sound and healthy housing finance system in India through effective

regulation and supervision of housing finance institutions. As a financial institution, NHB is

known for its commitment, innovation and quality of service, offering a broad spectrum of

financial products to address the needs of the housing sector with motivated employees

working in a congenial and participative work environment.

When people think of financial services related to housing, they think of NHB.”

Product and Services

Current product New product

1.Urban Housing 1. Reverse mortgage loan

2.Rural Housing 2. Retail Deposits

1. Urban Housing :

i)Five Years Plan -This policy came into existence due to the pressure of urban population

and lack of housing and basic services were very much evident in the early 1950s.

The scope of housing program for the poor was expanded in the Second Plan (1956-61). The

Industrial Housing Scheme was widened to cover all workers. Three new schemes were

introduced, namely, Rural Housing, Slum Clearance and Sweepers Housing.

In Fifth plan the preceeding policy was reiterated and The Urban Land (Ceiling &

Regulation) Act was enacted to prevent concentration of land holding in urban areas and to

make available urban land for construction of houses for the middle and low income groups.

The Sixth Plan (1980-85) refocused attention on the provision of services along with shelter,

particularly for the poor.

The Seventh Plan (1985-90) made a marked departure in the focus given to the government-

led housing development stressing on the need to place major responsibility of housing

construction to the private sector

The Eighth Plan (1992-97), for the first time, recognised the role and importance of the urban

sector for the national economy. The new Housing and Habitat Policy unveiled in 1998

aimed at ensuring “shelter for all” and better quality of life to all citizens by using the unused

potential in public, private and household sectors.

Considerable efforts were made during Ninth and Tenth Five Year Plans to enlarge the

resource base and initiate innovative institutional mechanisms to augment housing delivery in

urban areas.

ii)Housing Policy : The National Urban Housing & Habitat Policy 2007 (NUHHP-2007) has

been formulated keeping in view the changing socio-economic parameters of the urban areas

and growing requirement of shelter and related infrastructure. The Policy seeks to promote

various types of public-private partnerships for realizing the goal of “Affordable Housing for

All” with special emphasis on the urban poor.

2. Rural Housing :

i) Indira Awas Yojana : IAY is a cash subsidy based programme, under which assistance is

provided to rural BPL families for constructing dwelling units on their own using their own

design and technology.  Selection of IAY beneficiaries is carried out by Gram Sabhas. 60%

of the funds provided under IAY are meant for SC and ST beneficiaries and the subsidy is

sanctioned either in the name of the female member of the household or jointly in the names

of both spouses.

ii)Golden Jublie Rural Housing Finance Scheme : The objective of the Scheme is to

address the problem of rural housing through improved access to housing credit which would

enable an individual to build a modest new house or to improve or add to his old dwelling in

rural areas.

iii)Bharat Nirman Yojana : Bharat Nirman is a time-bound business plan of Government of

India in partnership with State Governments and Panchayat Raj Institutions for a period of

four years for developing the infrastructure facilities of Rural India.

NEW PRODUCT

1.Reverse Mortgage Loan : Reverse mortgage is a financial product that enables senior

citizens (60 +) who own a house to mortgage their property with a lender and convert part of

the home equity into tax-free income without having to sell the house.

2.Retail Deposits : NHB is offering three deposit schemes at attractive rates of interest.

The details of the schemes are available on following links:

i) NHB SUNIDHI Term Deposit Scheme : It is a term deposit scheme for

Individuals/Partnerships/Societies & Trusts & Association of persons. The minimum

deposit in the scheme is Rs. 50,000 with a maturity period ranging from 12 months to

60 months.

ii) NHB SUVRIDDHI (Tax Saving) Term Deposit Scheme: It is a tax saving deposit

scheme for individuals , U/S 80 C  of Income Tax Act. The minimum deposit in the

scheme is Rs. 10,000 and thereafter in multiple of Rs. 10,000 with a fixed maturity of

60 months. Individuals & HUFs can invest maximum  Rs. 1,00,000 in the scheme.

iii) Special Term Deposit Scheme for HFCs: The scheme is applicable only to the

Housing Finance Companies accepting deposit from public. HFCs can make a

minimum deposit of Rs. 25,00,000 and thereafter in multiple of Rs. 5,00,000 for a

maturity ranging from 18 months to 60 months.

Target Market

Product Housing in Rural Area is a scheme which is targeted to peoples above

the poverty line in Rural Area.

NHB provides benefit for families of urban poor.

Provide alternative to Urban Slums

The National Bank for Housing gives registration certification to companies

so that they can carry out the business of financing houses.

Generally NHB provide financial support to rural and urban people to own

house.

Marketing Strategy

NHB is playing leading role in mortgage backed securitization and in

developing secondary mortgage market in India.

Marketing strategy include many of the following principles will

be high on the agenda:

1. Customer satisfaction: Market research must be used to find out

whether customers' expectations are being met by current products

or services.

2. Customer perception: this is based on the images consumers have

of the organization and its products, this can be based on; value

for money, product quality, fashion and product reliability.

3. Customer needs and expectations: This is anticipating future

trends and forecasting for future sales. This is vital to any

organization if they wish to keep their entire current market

share and develop more.

4. Making satisfactory progress: NHB make sure that their product is

developing along with the market, if a product is developing well, then income

should increase, if not then they undergo revised marketing strategy.

Marketing Mix Startegy

1. Product : Product of NHB includes,housing loan to rural and urban people.

2.Price : Various methods are used to framed price,price having direct impact on the

profitability of produst,so price are fixed by keeping customer satisfaction as central point .

3. Place : It is the mechanism through which goods and/or services are moved from the

manufacturer/ service provider to the user or consumer.this includes Agents,channel

distribution etc.

4.Promotion : The elements of the promotions mix are:

Personal Selling.

Sales Promotion.

Public Relations.

Direct Mail.

Trade Fairs and Exhibitions.

Advertising.

Sponsorship.

5. Process : Process is as per rules and regulations

6. Physical Evidence : including some of the following:

Packaging.

Internet/web pages.

Paperwork

7.People : People are the most important element of any service or experience. Services

tend to be produced and consumed at the same moment, and aspects of the customer

experience are altered to meet the 'individual needs' of the person consuming it.

4. Industrial Finance Corporation of India(IFCI)

IFCI Financial Services, Ltd. provides merchant banking business services in India. It offers

stock brokerage, investment advisory, portfolio management, insurance broking and

advisory, depository, and distribution of home loans services. The company was founded in

1997 and is based in New Delhi, India. IFCI Financial Services, Ltd. operates as a subsidiary

of Industrial Finance Corp. of India, Ltd.

Product and Services

1.Project Finance

2.Nodal Agency for Sugar Development Fund

3.Corporate Advisory Service

1.Project Finance :

Financial Products

IFCI offers a wide range of products to the target customer segments to satisfy their

specific financial needs. The product range includes following credit products:

Short-term Loans (upto two years) for different short term requirements including

bridge loan, Corporate Loan etc

Medium-term Loans (more than two years to eight years) for business expansion,

technology up-gradation, R&D expenditure, implementing early retirement scheme,

Corporate Loan, supplementing working capital and repaying high cost debt

Long-term Loans (more than eight years to upto 15 years) - Project Finance for new

industrial/ infrastructure projects Takeout Finance, acquisition financing (as per extant

RBI guidelines / Board approved policy), Corporate Loan, Securitisation of debt

Structured Products: acquisition finance, pre-IPO investment, IPO finance, promoter

funding, etc.

Lease Financing

Takeover of accounts from Banks / Financial Institutions / NBFCs

Financing promoters contribution (private equity participation)/subscription to

convertible warrants

Purchase of Standard Assets and NPAs

2. Nodal Agency for Sugar Development Fund

IFCI has been the Nodal Agency for monitoring of SUGAR DEVELOPMENT

FUND (SDF) loans for projects related to modernization and expansion, co-

generation of power and production of alcohol/ethanol in the private sector.

As a nodal agency, IFCI undertakes loan documentation, creation of security,

recommendations to GoI for disbursement of funds, monitoring the progress of

projects during implementation and operations, recovery of SDF dues and

furnishing clarifications to queries of SDF.

3.Product Advisory Service

i)Corporate Advisory & Infrastructure Services : IFCI with its team of seasoned

professionals and rich experience of over six decades in the financial sector is uniquely

positioned to fulfil this need. As a catalyst of Industrial growth, IFCI provides the following

Advisory Services:

Investment appraisal of Navratna (most valued public sector companies) Companies.

Project Conceptualization and related services, including Guidance in relation to

Selection of Projects, Preparation of feasibility studies, DPR, Capital Structuring,

Techno-economic Feasibility, Financial Engineering, Project Management Design etc.

Credit Syndication including preparation of Information Memorandum, Syndication

of domestic/foreign loans, Post Sanction follow-up, Assistance in legal documentation

etc.

Documentation of various project documents.

ii)Infrastructure Advisory : IFCI offers a range of services to the Infrastructure Sector,

with specific emphasis on roads, ports, power and urban infrastructure. The services provided

in the Infrastructure Sector include:

Facilitation of Credit Documentation.

Due Diligence.

Agreements & Document Review/Advice.

Pre-Investment Review.

iii)Monitoring Agency for Public Issues : IFCI offers its services as Monitoring Agency

for the same:

Carrying out of Post-Issue due diligence;

Ascertaining whether the utilization of issue funds has been made for the purposes

and in a manner as envisaged by the Offer Document.

iv)Restructuring Advisory Services : Advisory Services to corporate and government

clients comprising financial restructuring, operational restructuring, cost-structure studies and

process analysis & improvement

v)Bid Process Management : IFCI has successfully handled several Bid Process

Management Assignments.

Target Market

IFCI has been meeting the changing requirements of the clients by endeavoring to

devise various schemes and financial products for multiple industry sectors.

Marketing Strategy

IFCI has been able to achieve a financial turnaround with the consistent support and

cooperation of all its stakeholders and is now endeavouring to re-position itself .

IFCI plans to induct strategic investor(s) who may provide besides funds support,

business know-how,marketing techniques, technology, clientele, brand name etc. to

achieve scale and scope economies and provide expansion of the capital and resources

base.

The present business strategy of IFCI envisages ,retaining and enhancing its core

competence in long term lending to industrial and infrastructure sectors.

Marketing Mix Strategy

1.Product : The product mix offering varies from one business/ industry segment to

another. IFCI customizes the product-mix to maximize customer satisfaction. It’s

domain knowledge and innovativeness make the product-mix a key differentiator for

building enduring and sustaining relationship with the borrowers.

2.Price : Price is an important component of marketing mix strategy,prices are set up

by taking into consideration the target customer or demand of customer.

3.Place : location : IFCI Limited. IFC Bhawan, C. G. Road , Ahmedabad – 380006.

4.Promotion : This includes all of the tools available to the marketer for 'marketing

communication'.it includes Personal selling,sales promotion ,Public relation,Direct

mail,Advertising .

5.Process : Certain rules an regulation are considered to perform various transaction.

6.Physical Evidence : 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.

7.People : People are the most important element of any service or experience.

Services tend to be produced and consumed at the same moment, and aspects of the

customer experience are altered to meet the 'individual needs' of the person

consuming it.

6. Small Industries Development

Bank of India (SIDBI)

Small Industries Development Bank of India (SIDBI) was established in April 1990 under an

Act of Indian Parliament as the principal financial institution for :

Promotion

Financing

Development of industry in the small scale sector

Co-ordinating the functions of other institutions engaged in similar activities

Since its inception, SIDBI has been assisting the entire spectrum of SSI Sector including the

tiny, village and cottage industries through suitable schemes tailored to meet the requirement

of setting up of new projects, expansion, diversification, modernisation and rehabilitation of

existing units.

The Small Scale Industries (SSIs) sector is a vibrant and dynamic sector of the Indian

economy. The sector presently occupies an important place and its contribution in terms of

generation of employment, output and exports is quite significant.

The Small Scale Industries sector including tiny units, comprises the domain of SIDBI's

business.

Product and services

1.Direct Finance : SIDBI had been providing refinance to State Level Finance

Corporations / State Industrial Development Corporations / Banks etc., against their loans

granted to small scale units.

So it was decided to introduce direct assistance schemes to supplement the other available

channels of credit flow to the small industries sector. Since then, SIDBI has evolved itself

into a supplier of a range of products and services to the Small & Medium Enterprises [SME]

sector.

2.Bill Finance Scheme : Involves provision of medium and short-term finance for the

benefit of the small-scale sector. Bills Finance seeks to provide finance, to manufacturers of

indigenous machinery, capital equipment, components sub-assemblies etc, based on

compliance to the various eligibility criteria, norms etc as applicable to the respective

schemes.

3.International Finance : SIDBI has a license to deal in foreign exchange as a "restricted"

Authorised Dealer (i.e. SIDBI confines its foreign exchange activities only to its own

exposures and to exposures for its customers.

Target Market

SIDBI target area is small scale industry,it provides an financial assistance to small

scale industry units.

Sidbi provides an assistance for women entrepreneurs is routed through Sidbi

refinance Scheme.

Promotional and Developmental Services loans,grants and corpus support are

provided to th Non-Governmental Organisations,technology institutions etc .

Marketing Strategy

The Bank extends development and support services in the form of loans and grants to

different agencies working for the promotion and development of SSIs and tiny industries.

Over the years, the initiatives of SIDBI under promotional and developmental activities have

crystallised into the following important areas:

Enterprise Promotion with emphasis on Rural Industrialisation

Human Resource Development to suit the SSI sector needs

Technology Upgradation

Quality and Environment Management

Marketing and Promotion and

Information Dissemination.

Marketing Mix Strategy

1.Product : For many a product is simply the tangible, phsysical entity that they may be

buying or selling. The ACTUAL product is the tangible, physical product. The

AUGMENTED product is the non-physical part of the product. It usually consists of lots of

added value, for which you may or may not pay a premium.

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 : Place is also known as channel, distribution, or intermediary. It is the mechanism

through which goods and/or services are moved from the manufacturer/ service provider to

the user or consumer.

4.Promotion :Advertisement,Pamplets,Hoarding etc

5.People : People are the most important element of any service or experience. Services tend

to be produced and consumed at the same moment, and aspects of the customer experience

are altered to meet the 'individual needs' of the person consuming it.

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.

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 Sidbi.

Comparative Analysis

Insurance Sector

Key players in Insurance Sector

A.Life Insurance

i)Life Insurance Corporation of India

ii) HDFC Standard Life Insurance Company

iii) ICICI Prudential Life Insurance Co.ltd

iv) Birla Sun Life Insurance Co.ltd

v)Bajaj Allianz Life Insurance Co.ltd

B.General Insurance

i)Bajaj Allianz General Insurance Co.ltd

ii)ICICI Lombard General Insurance Co.ltd

iii)TATA AIG General Insurance

iv) IFFCO Tokio General Insurance Co.ltd

INSURANCE SECTOR

LIFE INSURANCEGENERAL

INSURANCE

v)Oriental Insurance Co.ltd

A.Life Insurance Company

1 .Life Insurance Corporation of India

Life Insurance Corporation (LIC) came into existence on 1st September 1956 through the

amalgamation of 154 Indian insurance companies, 16 non-Indian companies and 75

provident. The amalgamation was achieved with the help of Life Insurance Act passed by the

Parliament in the same year.

Product and Services

i)Insurance Plan : As individuals it is inherent to differ. Each individual insurance

needs and requirements are different from that of the others. LIC Insurance Plans are

policies that talk to you individually and give you the most suitable options that can

fit your requirement.

a)Children Plan

b)Endowment Assurance Plan

c)Money Back Plan

d)Special Money Back Plan

ii)Pension Plan : Pension Plans are Individual Plans that gaze into your future and

foresee financial stability during your old age. These policies are most suited for

senior citizens and those planning a secure future, so that you never give up on the

best things in life.

a)Jeevan Nidhi

b)New Jeevan Dhara I

iii)UNIT Plans : Unit plans are investment plans for those who realise the worth

of hard-earned money. These plans help you see your savings yield rich benefits and

help you save tax even if you don't have consistent income.

a)Wealth Plus

b)Profit Plus

iv)Special Plans : LIC’s Special Plans are not plans but opportunities that knock

on your door once in a lifetime. These plans are a perfect blend of insurance,

investment and a lifetime of happiness!

a)Jivan Nischay

b)Health Plan

v)Group Scheme : Group Insurance Scheme is life insurance protection to

groups of people. This scheme is ideal for employers, associations, societies etc. and

allows you to enjoy group benefits at really low costs.

a)Social Security Scheme

vi) Withdrawn Plan :

a)Jeevan Aastha

LIC’s Jeevan Aastha is a single premium assurance plan which offers guaranteed

benefits on death and maturity. The Plan is close ended and would be available for a

maximum period of 45 days from the date of its launch.

Services

i)NRI center : Separate NRI Center is created in order to serve the NRI customer

well.

ii)Phone Helpline :This service help to get quick query resolution.

iii)Tax Benefit : Eg: An additional surcharge called as ‘Education Cess’ is levied at

the rate of 2% on the amount of Income tax and   surcharge (if any) in all cases shall

be levied.        

Target Market

The "Target Market" for a life insurance company is the type of client that they want to

concentrate on, based on income bracket, neighborhood, type of business, blue collar

workers, white collar workers.

Life Insurance Corporation of india is primary concern is on rural areas. This is only to show

that Insurance companies are here to reach everyone.

LIC Client list : Balaji Telefilms, Dabur India Limited, Federal Bank, HCL Technologies, i-

flex Solutions, Infosys, Kingfisher Airlines, Larsen & Toubro Infotech, NDTV, Patni

Computer Systems, Rediff.com, Shapoorji Pallonji Group, Tata Consultancy Services

Limited, Wipro, Reliance Communications, Satyam Computer Services, STAR India

Network, TVS Motors.

Marketing Strategy

The Indian government's decision to privatize the insurance industry broke the

monopoly of LIC. With the advent of competition, LIC was forced to change its

organizational outlook and its business processes.

Until the Indian insurance industry was liberalized, LIC did not have any clear

marketing strategies. Since it enjoyed monopoly status, it could afford to have a very

limited focus on marketing.

For the average Indian, LIC became synonymous with life insurance, and over the

years it built up an enviable brand image in both rural and urban areas.

The company grew by leaps and bounds, with people buying its policies due to the tax

concessions attached to it. On account of its position as a monopoly, LIC did not

standardize its practices nor did it focused on providing better customer service to the

policyholders...

LIC had a large network of 8 lakh agents for distributing its products. The company

had several marketing personnel designated as 'Development Officers' in each branch.

Marketing Mix Strategy

7ps of marketing mix strategy.

i)Product : Insurance may be described as a social device to reduce or eliminate risk

of loss to life and property. A large number of people form an association that shares

the risks attached to individuals. The risks, which can be insured against, include fire,

the perils of sea, death, accidents and burglary.

ii)Price : Any risk contingent upon these may be insured against at a premium

commensurate with the risk involved. Thus, insurance is the collective bearing of risk.

iii)Place : LIC Of India Jeevan Prakash Building, Department Lak Road Ahmedabad.

iv) Promotion : The company had several marketing personnel designated as

'Development Officers' in each branch. These development officers, in turn, employed

and trained a number of agents, and received incentives for the business generated by

these agents, in addition to their regular salaries. However, this network was not very

cost-effective as LIC had to pay bonuses and commissions twice - to the agents as

well as the development officers - for every new policy and every subsequent

renewal.

v) Process : Associated with customer service are a number of processes involved in

making marketing effective in an organisation e.g. processes for handling customer

complaints, processes for identifying customer needs and requirements, processes for

handling order etc.

vi)People : The organization is headed by 4 officers, namely the Chairman and three

Managing Directors. The top brass is appointed by the Government of India after an

intensive selection procedure. Though the company was accused to go by mere

seniority in number of years for the selection of the senior management.

vii)Physical Evidence : The importance of quality physical layout is important in a

range of service providers, Physical layout is not only relevant to stores, which we

visit, but also to the layout and structure of virtual stores, and websites.

2.HDFC Standard Life Insurance Company

HDFC Standard Life Insurance Company Limited is one of the first companies to be licensed

by IRDA to operate in the Insurance sector. The company came into existence on 14th

August 2000. Both Crisil and ICRA have honored it with AAA Ratings.

HDFC holds 81.4% share in HDFC and the remaining 18.6% stake is with Standard Life. It

integrates the strong expertise and stability of Standard Life and HDFC.

Product and Services

Protection Plans Protection Plans help you shield your family from uncertainties in life due

to financial losses in terms of loss of income that may dawn upon them incase of your

untimely demise or critical illness. Securing the future of one’s family is one of the most

important goals of life. Protection Plans go a long way in ensuring your family’s financial

independence in the event of your unfortunate demise or critical illness.

HDFC Term Assurance Plan

HDFC Loan Cover Term Assurance Plan

HDFC Home Loan Protection Plan

Children's Plans Today, a 2-year MBA course at a premiere management institute would

cost you nearly Rs. 3,00,000/- At a assumed 6% rate of inflation per annum, 20 years later,

you would need almost Rs. 9,07,680/- to finance your child's MBA degree.

So, how can you cope with these costs? Children’s Plans help you save steadily over the

long term so that you can secure your child’s future needs, be it higher education, marriage or

anything else.

A small sum invested by you regularly can help you build a decent corpus over a period of

time and go a long way in providing your child a secured financial future alongwith

HDFC Children's Plan

HDFC Unit Linked Young Star II

HDFC Unit Linked Young Star Plus II

HDFC Unit Linked YoungStar Champion

Retirement Plans Retirement Plans provide you with financial security so that when your

professional income starts to ebb, you can still live with pride without compromising on your

living standards. By providing you a tool to accumulate and invest your savings, these plans

give you a lump sum on retirement, which is then used to get regular income through an

annuity plan.

HDFC Personal Pension Plan

HDFC Unit Linked Pension II

HDFC Unit Linked Pension Maximiser II

HDFC Immediate Annuity

Savings & Investment Plans Savings & Investment Plans provide you the assurance of lump

sum funds for your and your family’s future expenses. While providing an excellent savings

tool for your short term and long term financial goals, these plans also assure your family a

certain sum by way of an insurance cover.

HDFC Unit Linked Endowment Plus II

HDFC SimpliLife

HDFC Unit Linked Endowment II

Health Plans Health plans give the financial security to meet health related contingencies.

Due to changing lifestyles, health issues have acquired completely new dimension overtime,

becoming more complex in nature.

HDFC Critical Care Plan

HDFC SurgiCare Plan

Group Plans

Group Term Insurance Plan

Group Variable Term Insurance Plan

Target Market

The Bancassurance partners of HDFC Standard Life Insurance Co Ltd are HDFC,

HDFC Bank India Limited, Union Bank of India, Indian Bank, Bank of Baroda,

Saraswat Bank and Bajaj Capital.

It targeted to Rural people,also provide home loan to people,taget customer include

retired person.

Marketing Strategy

Marketing Mix Strategy

1.Product : The company provides a range of protection, investment, pension, savings,

and health plans for individuals; and group term insurance, gratuity, leave

encashment, and superannuation products for organizations.

2.Price : There are many ways to price a product,HDFC Standard life insurance

company adopted Captive Product Pricing

Where products have complements, companies will charge a premium price where the

consumer is captured.

3.Place : It is easily accessible and approachable, offering value services to its

customers.HDFC insurance companies are situated at right place.

4. Promotion : The elements of the promotions mix are integrated to form a coherent

campaign. As with all forms of communication. The message from the marketer follows the

'communications process'. Personal Selling, Sponsorship

5.Process : HDFC standard life insurance co.has a number of processes that

integrate together to create an overall marketing process, for example - telemarketing and

Internet marketing can be integrated. A further view is that marketing processes are used to

control the marketing mix, i.e. processes that measure the achievement marketing objectives.

6. People : People are the most important element of any service or experience.

Services tend to be produced and consumed at the same moment, and aspects of the customer

experience are altered to meet the 'individual needs' of the person consuming it.

7.Physical Evidence : Some organisations depend heavily upon physical evidence as

a means of marketing communications.So HDFC insurance company also need proof of

existence.

3.ICICI Prudential Life Insurance Co.ltd

ICICI Prudential is a joint venture between ICICI bank and Prudential plc, both having strong

operations in their respective countries. ICICI bank is one of the leading banks in India

providing quality financial services and Prudential is an international financial service

provider headquartered at United Kingdom. ICICI and Prudential have respective shares of

74% and 26%. The Company started operating in December 2000. Currently, total capital

with the company is Rs. 18.15 billion.

Product and Services

1. Life insurance product : Today, there is no shortage of

investment options for a person to choose from. Given the plethora of choices, it becomes

imperative to make the right choice when investing your hard-earned money, and online

insurance is an ideal choice in today’s technology driven world.

Buying Life insurance online is a way to make a unique investment that helps you to meet

your dual needs - saving for life's important goals, and protecting your assets.Feature

include : Asset Protection, Goal based savings

2. Retirement plan : ICICI Prudential offers two key

retirement plans, ICICI Pru LifeStage Pension Advantageand ICICI Pru LifeTime

Pension Maxima - flexible income cum insurance plans that ensure to meet all the

retirement requirements. So a person can retire peacefully from work, but not from life.

3.Health Insurance :

MediAssure : A reimbursement hospitalization plan covering hospitalization stay and

treatment. The claim payout is based on actual expense incurred.

Crisis Cover 

A comprehensive health insurance policy that covers 35 critical illnesses, death and

disability.

Target Market

ICICI Prudential has selected tea tribes of Assam as the target market to launch a

microinsurance product. These workers are mostly migrants from neighbouring states

who have settled in Assam for generations. Their community is not recognized as

‘scheduled tribes´ under the Indian constitution and cannot therefore benefit from

government benefits such as job reservation.

ICICI Prudential also target Micro finance institution

ICICI prudential are concentrating more on the industrial class then the service class.

It is generally known that more insurance are made by the service class to get

reduction from the Tax, so they also focus on the service class because they are the

people who wants to secure their life by investing in the insurances sector.

So I suggest that concentration should be given to this class also because the ratio of

the service class is much high in the country.

Marketing StrategyICICI Prudential claims to be the only one offering a guaranteed bonus in addition to another bonus that is

contingent on the returns the company generates on investment.

Industry hands often remark on the danger of comparing policies by merely looking at the premium. A part of

the premium goes into investments, the benefits of which will accrue at the end of the policy. Therefore, a lower

premium could result in relatively lower benefits once the policy expires.

Marketing Strategy is revised as per the situation like technological changes,economic,social,Polotical etc .

With the liberalisation of the insurance market in 2000, building a separate insurance brand

with a towering public sector unit like LIC that held 100 per cent of the market share proved

to be an urgent as well as a daunting task. Awareness of the brand was the first goal that had

to be met.

ICICI Prudential's `Retirement solutions campaign' was the highest spending brand, pipping

several HLL brands to the post. The fact that insurance selling activity reaches a peak around

March also needs to be taken into account. 

Marketing Mix Strategy

1.Product- ICICI Prudential's life insurance products may be loosely categorised under three forms: pure life

insurance products without an investment angle to them; a product that is a mix of a cumulative investment

scheme and an insurance product; and finally, standard products such as money-back and endowment policies.

2.Price : Life insurance and retirement plans are effective ways to save taxes.

As per Section 10(10D) of Income tax Act, 1961, any sum received under a life insurance

policy, including the sum allocated by way of bonus on such policy is exempt from tax.

3.Place : Another element of Neil H.Borden's Marketing Mix is Place. Place is also known as

channel, distribution, or intermediary. It is the mechanism through which goods and/or

services are moved from the manufacturer/ service provider to the user or consumer.

4.Promotion : ICICI Prudential getting into product-specific advertising. With Chintamani,

insurance advertising got a new treatment. The break with tradition came when ICICI

Prudential arguably became the first private insurance company to recognise and harness the

power of TV advertising, with its `Sindoor' campaign in 2001. Then came its retirement

solutions campaign with the tagline `Retire from work, not life.'

5.Process : All the transaction that are undertaken in ICICI Prudential are under certain law,or

section .

6.People: All the employees working in organization are directly or indirectly related to

building up goodwill.employee are the one who represent the company in the front of the

customer.

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.

There are many examples of physical evidence.

 

4. Birla Sun Life Insurance Co.ltd

Birla Sun Life Insurance Company Limited introduced unit Linked Life Insurance Solutions

in India. Within a short span of time it was able to establish itself as a leading player in the

Private Life Insurance Industry. It has been innovative and come up with customer-centric

products to provide safety and services. The company has web-enabled IT systems for better

customer services and a strong distribution channel which is easily approachable. The

company shows corporate governance and a high degree of transparency in all business

practices. It has professional knowledge and global expertise of Aditya Birla Group.

Product and Services

1.Individual

i) Wealth with Protection : Saving is all but instinctive for the most of us, and the important

role that time plays when it comes to saving for your future is also lost on most people. If you

do not start early, chances are that you may miss the savings train.

ii)Children future solution : As a careful investor your investment plan for your child should

consider the following few pointers:  

Saving regularly

Secure investment

Insurance cover

Flexibility

Guaranteed return

Group

i)Affinity Solution : An affinity group is a group consisting of persons who assemble together

with a commonality of purpose or engaging in a common economic activity.

NRI : In today's globalized work environment we often find ourselves staying away from our

loved ones in a different country. Birla Sun Life's unique NRI solutions can help people

ensure that their dreams and aspirations are not compromised even while a person stay away

from their family. Their solutions can help person plan and fulfil all goals like planning for

child's education,  planning for your retirement, building a house, caring for parents back

home and more.

Rural : Birla Sun Life launched its rural program in 2001 to provide insurance to the rural

populace of India. This includes the endowment product that provides life cover and

guarantees returns to the insured on maturity. By virtue of the benefits it provides, this

product has been very well accepted and has gone on to become the most popular product in

the rural areas.

Target Market

Target client of Birla Sun Life are rural people,NRI people,it provide loan to people in

order to fulfil their dream.Ritired people and children are also their target customer

Marketing Strategy

Birla Sun Life Insurance believes in passion, integrity, speed, commitment and

seamlessness. The mission of the company is to help people with risk management. It

also helps in managing the financial situation of firms as well as individuals. Here is

given a comprehensive list of policies and products offered by Birla Sun Life

Insurance Co. Ltd.

Various marketing methods are adopted by birla sun insurance company in order to

make people aware about particular service or brand,campaign ,questioner,feedback

from customer helps the company to raise goodwill by making certain improvement.

Marketing Mix Strategy

1. Product : Protection Plans

Birla Sun Life Insurance Term Plan

Birla Sun Life Insurance Premium Back Term Plan

Children Plans

Birla Sun Life Insurance Children's Dream Plan

2.Price : Use a high price where there is a uniqueness about the product or service. This

approach is used where a a substantial competitive advantage exists,this type of pricing

method is known as premium price.

3 .Place : location of Birla sun life insurance policy : Upper Palaza Panchratna Building

Navrangpura, Ahmedabad, Gujarat 380009.

4. promotion : The elements of the promotions mix are:

Personal Selling.

Sales Promotion.

Public Relations.

Direct Mail.

Trade Fairs and Exhibitions.

Advertising.

Sponsorship.

5. process :Process must be follow syatamtic way,easily understood to customer.

6.People : Employee,customer,agent,channel manager .

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.

There are many examples of physical evidence, including some of the following:

Packaging.

Internet/web pages.

Paperwork

Brochures.

Furnishings.

5.Bajaj Allianz Life Insurance Co.ltd

Bajaj Allianz Life Insurance Co Ltd is a unique joint venture among the global giants Allianz

Group (AG) and Bajaj Auto. Allianz AG's world ranking establishes it among the top

insurance companies in the world. Bajaj is the biggest two and three wheeler manufacturer in

the world. Bajaj Allianz Life Insurance Company boasts of a nationwide presence with 876

offices and over 4 million satisfied customers. The various insurance products include

Product and Services

Individuals Plans

Unit Gain Insurances

Term Care Plans

Lifetime Care Insurance Policy

Business Insurance Policies

Savings And Security Policies For You And Your Family

Rural Insurance Plan

Healthcare Insurance

Financial Insurance

Pension Plus

Retirement Plans

Children's Policies

Endowment Plans and many more.

Group Insurance Schemes

Insurance For Employee-Employer Groups

Insurance For Non-Employer - Employee Groups

Employees Deposit Linked Insurance

New Group Superannuation Scheme

New Group Gratuity Care Scheme

Special Insurance Policies for NRI's

Investgain Endowment Plan

Cashgain Money Back Plan

·Childgain Kids Special Plan

Swarna Vishranthi

Target Market

Target customer of Bajaj Alliance life insurance company are children,Urban people

Bajaj Allianz Life Insurance Company, which is fast emerging as the top leader

among the private life insurers, would target people living in the hills in Uttaranchal

to expand its business.

Bajaj Allianz Life Insurance has developed insurance solutions that cater to every

segment and age-income profiles. Currently Bajaj Allianz has a strong product

portfolio of over 30 flexible products and caters to all kinds of customer needs from

ULIPs to child plans, from group insurance to health insurance. There are further

simple and need-based products in the pipeline. In 08-09, Bajaj Allianz Life Insurance

was the only life insurance company to generate profits of Rs.45 crores. The company

has 7.4 million in-force policies and the Gross Written Premium was Rs.10,624

crores.

The Bajaj Allianz Life Insurance website offers human life value estimator, child

education cost calculator, retirement solutions and required pension estimator and

premium calculator online. The Bajaj Allianz insurance agents guides about the

general life insurance policies best suited to your needs. The insurance agent also

briefs about the insurance quote and the terms on the policy quotes.

Marketing Mix Strategy

1.Product : Endowment plan ,money back plan,Term Plan,Unit linked plan.

2.Price : Bajaj Allianz India offers convenient premium payment and receipt options.

The payments can be direct through cheques, DD's or directly from your accounts or

through credit card. The premiums can also be paid online. The insurance policy

holders who also have an account with Standard Chartered Bank can avail the direct

debit mandate facility.

3.Place : There are many ways to price a product. Let's have a look at some of them

and try to understand the best policy/strategy in various situations.

4.promotion : i) Public Relations (PR).

Public Relations is defined as 'the deliberate, planned and sustained effort to establish and

maintain mutual understanding between an organization and its publics' (Institute of Public

Relations). It is relatively cheap, but certainly not cheap.

ii) Direct Mail.

Direct mail is very highly focussed upon targeting consumers based upon a database. As with

all marketing, the potential consumer is 'defined' based upon a series of attributes and

similarities. Creative agencies work with marketers to design a highly focussed

communication in the form of a mailing.

iii) Trade Fairs and Exhibitions.

Such approaches are very good for making new contacts and renewing old ones. Companies

will seldom sell much at such events. The purpose is to increase awareness and to encourage

trial.

iv)Advertising.

Advertising is a 'paid for' communication. It is used to develop attitudes, create awareness,

and transmit information in order to gain a response from the target market. There are many

advertising 'media' such as newspapers (local, national, free, trade), magazines and journals,

television (local, national, terrestrial, satellite) cinema, outdoor advertising (such as posters,

bus sides).

5.Process :Process include the way of conducting customer as a customer get convinced and

appreciate the product,it is follow as per the rules and regulation.

6.People:People include the employee working in the organization

7.Physical Evidence : The building of bank is clearly visible from road side,Broucher and

business card was attractive.

B.General Insurance

1.Bajaj Allianz General Insurance Co.Ltd

Bajaj Allianz General Insurance Company Limited is a joint venture between Bajaj Auto

Limited and Allianz AG of Germany.

Bajaj Allianz General Insurance came into existence on 2nd May 2001, when it got

certification of Registration from the Insurance and Regulatory Development Authority.

Bajaj Auto has a share of 74%, whereas Allianz has the remaining 26%. In the very first year,

the company made a strong position for itself in the industry and was reckoned amongst the

top private insurers. The premium income of the company as on 31st March 2006 was Rs.

1285 crores, whereas the profit after tax made was Rs. 52 crores.

Vision-

To be the first choice insurer for customers

To be the preferred employer for staff in the insurance industry.

To be the number one insurer for creating shareholder value

Mission-

As a responsible, customer focused market leader, we will strive to understand the insurance

needs of the consumers and translate it into affordable products that deliver value for money.

Product and Services

The Company provides the following products under general insurance:

Travel Insurance : Whether you

travel for business or pleasure, international travel involves risk.Medical treatment

abroad can be expensive & one never knows, when one would require it. There are

other difficult situations also, that one might face like loss of passport or baggage.

Bajaj Allianz's Travel companion is designed to help you deal with such situations

while overseas travel.

i)Travel Companion

ii)Student companion

iii)Travel Asia

Motor Insurance

Assured best deals on your Motor Insurance

Fair and Faster claims settlement

Discounts on back to back accident free years

Instant online renewal and issuance of your Motor Policy

Health Insurance

It is rightly said ‘Health is Wealth’. We are all aware that health care costs are high

and getting higher. At times, unfortunately we fall prey to unanticipated accidents &

illness...

i)Critical Illness

ii)Personal Guard

Corporate Insurance

People put their hard earned money into business. Where they have a range of

products to secure business against all risks.Bajaj Allianz provide security against

risk.

Target Market

Bajaj Allianz target International market by providing travel insurance.

It provides the loan for two and four wheeler.

Target area is increasing agent’s productivity enlarge agent base.

Diversified product range – New product market

Push Online /walk-in –Channel

Bajaj Allianz serves customers in all areas of General and Health Insurance as well as

Risk Management. It has in-depth knowledge of the local market and extensive

distribution network with expertise, stability and experience.

Marketing Strategy

Bajaj Allianz General Insurance offers technical excellence in all areas of General and

Health Insurance as well as Risk Management. This partnership successfully

combines Bajaj Auto's in-depth understanding of the local market and extensive

distribution network with the global experience and technical expertise of the Allianz

Group. As a registered Indian Insurance Company and a capital base of Rs. 110

crores, the company is fully licensed to underwrite all lines of general insurance

business including health insurance.

Bajaj Allianz today has a countrywide network connected through the latest

technology for quick communication and response in over 200 towns spread across

the length and breadth of the country. From Surat to Siliguri and Jammu to

Thiruvananthapuram, all the offices are interconnected with the Head Office at Pune.

Marketing Mix Strategy

1.Product : Bajaj Allianz general insurance include Motor Car insurance,Health

Insurance.

2.Price : Bajaj Allianz India offers convenient premium payment and receipt options.

The payments can be direct through cheques, DD's or directly from your accounts or

through credit card. The premiums can also be paid online. The insurance policy

holders who also have an account with Standard Chartered Bank can avail the direct

debit mandate facility.

3.Place : There are six basic 'channel' decisions:

Do we use direct or indirect channels? (e.g. 'direct' to a consumer, 'indirect' via a

wholesaler).

Single or multiple channels.

Cumulative length of the multiple channels.

Types of intermediary (see later).

Number of intermediaries at each level (e.g. how many retailers in Southern Spain).

Which companies as intermediaries to avoid 'intrachannel conflict' (i.e. infighting

between local distributors).

4. Promotion : Advertisement in newspaper,television,Radio,Pamplet display in

branch .

5.Process : At each stage of the process, markets:

Deliver value through all elements of the marketing mix. Process, physical evidence

and people enhance services.

Feedback can be taken and the mix can be altered.

Customers are retained, and other serves or products are extended and marked to

them.

The process itself can be tailored to the needs of different individuals, experiencing a

similar service at the same time.

6.People : People are the most important element of any service or experience.

Services tend to be produced and consumed at the same moment, and aspects of the

customer experience are altered to meet the 'individual needs' of the person

consuming it.

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.

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.

2.ICICI Lombars General Insurance Co ltd.

ICICI Lombard General Insurance Company Limited is a joint venture between ICICI

Bank Limited and Fairfax Financial Holdings Limited. ICICI bank is India's second largest

bank; Fairfax is Canada-based, engaged in general insurance, reinsurance, insurance claims

management and investment management.

Product and services

1.Health Insurance : A comprehensive Health Insurance policy that ensures... Poorey

parivaar ki poori suraksha. Secure your family against financial emergencies during sudden

illness, surgery and accidents as well as against terrorist activities.

Family Floater Health Insurance plan lets you share the entire sum insured among the family

members covered under the policy, without any individual upper limits.

2.Home Insurance : A comprehensive Travel Insurance policy that covers unexpected

medical and non-medical expenses when you are travelling abroad. Avail of benefits like

Baggage loss/delay and unique facilities such as Cashless hospitalisation, worldwide.

3.Motor Insurance : A comprehensive Motor Insurance policy for your car that keeps it

secure against damage caused by natural and man-made calamities, including acts of

terrorism. Avail of Own Damage, Personal Accident and Liability cover all in one policy.

Policy Details.

4.Overseas Student medical insurance : An opportunity to study abroad opens up avenues

to a brighter career and future. But while pursuing these dreams, emergencies can arise

anytime. Overseas Student Travel Insurance plans introduced by ICICI Lombard cover

unexpected medical and non-medical expenses during your study abroad.

ICICI Lombard offers Overseas Student Travel Insurance plans that are compliant with more

than 500 universities worldwide.

Target Market

Target client of ICICI Lombard general insurance co.ltd provides Insurance facility

to rural people,agriculture insurance for rural people.

It also provides Insurance facility to overseas student education.

Marketing Strategy

At the turn of the century, the explosive growth of the BFSI segment compelled ICICI

Lombard to look into ways of fending off the increasing competition. Customers were

demanding lower rates and with an increase in demand, the industry had to respond with

solutions that would allow them to sustain margins without losing customers. To combat this

challenge, ICICI Lombard decided to adopt an e-procurement solution.

In addition to the increased competition, a complex network and vast geographical

presence made it difficult for ICICI Lombard to keep its spend under control.

ICICI Lombard began to evaluate options to regulate spend and build efficiency within the

organization.

Marketing Mix Strategy

1.product : The company provides health, home, motor, overseas travel, and student’s

insurance products for individuals; and business, fire, marine, industrial, corporate, liability,

credit, and shop insurance products for businesses. It also offers rural insurance products,

such as tractor and weather. In addition, the company provides claim services, including

health, home, motor, overseas travel, and student’s claims, as well as online service

2.Price : While incomes in rural India have been rising over the past few years, they are still

not comparable with those in urban India. Low-income levels and a conservative attitude

make consumers resist expensive purchases.

ICICI Lombard General Insurance Co. Ltd’s head of rural and agricultural business group,

companies need to bear in mind that the rural consumer seeks better value for money and is

interested in tangible benefits compared with an urban consumer.

3.Place : 9th Floor, Jmc House, Opposite Parimal Garden

Ambavadi, Ahmedabad, Gujarat 380015.Place is an important component in marketing mix

strategy.

4.Promotion : Adevrisement,posters,pamphlet,hoardings,direct selling,telemarketing.

5.People : As ICICI Lombard general insurance company ltd is private company so highly

qualified people ar employed in company in order to serve customer in right manner.

6.Process : Process of company are carried under certain rules and regulation and according

to policy set up by regulation act.

7.Physical evidence : Physical Evidence of insurance company is necessary in order to cover

large number of people,this is an important aspect of marketing mix as it adds step to attract

large number of customer.

3. TATA AIG General Insurance Tata AIG General Insurance Company Ltd. is a joint venture between Tata Sons and

American International Group, Inc. (AIG). The Tata Group is holding 74 per cent stake and

the rest 26 percent is held by AIG. The company has got the expertise, knowledge and

strength of both the organizations.

Tata AIG General Insurance Company was founded on January 22, 2001. It offers general

insurance in various categories, such as automobile, home, personal accident, travel, energy,

marine, property and casualty and specialized financial solutions.

Product and Services

1.Individual

i)Motor : Motor insurance policies cover against any loss or damage caused to the vehicle

or its accessories due to the following natural and man made calamities.

Natural Calamities: Fire, explosion, self-ignition or lightning, earthquake, flood, typhoon,

hurricane, storm, tempest, inundation, cyclone, hailstorm, frost, landslide, rockslide.

ii)Home : Home insurance policy available in the market covers broadly two things:

Building structure

Contents inside the home

Insurance Covers for a Building Structure are:

1. The Fire and Special Perils Cover

This is a comprehensive packaged cover that covers damages to the structure of home due to

Fire

Storm, tempest, flood & inundation

Riot, strike & malicious damage

Lightning

Explosion & implosion

2. Earthquake Cover: Covers damages to the structure of your house due to earthquake

3. Terrorism Cover: Covers damages to the structure of your house due to acts of terrorism

Insurance Cover for Contents Inside the Home

This cover is only for damages or loss of the contents inside the home -electronic and

electrical goods, furniture and fixtures, clothing, jewelry and any other contents inside the

home.

iii)Accident &Health

iv)Travel

2.Small Business

i)Restaurant insurance : TATA AIG general Insurance company provide insurance to

Restaurant to urforseen event that might occur in newly made restaurant.

ii)Shop Insurance : Earlier Shop Insurance was not very much popular but now TATA AIG

Insurance company provides.

3.Corporate risk solution group :The Corporate Risk Solutions Group of Tata AIG is a

specialized team dedicated to helping Corporates in identifying their Insurance needs and

providing tailor made solutions to them.

Each Corporate Risk Solutions Provider is rigorously trained in all Lines of products and

plays a consulting role in each client engagement.

No matter what the size of your business, the Corporate Risk Solutions Provider can help you

in understanding your risk exposure and mitigating it. So call on us for all your general

insurance needs.

Target Market

Target Area of TATA AIG General insurance company designed the product

specially for companies in the field of chemicals, petrochemicals, energy and

construction.

The organization caters to individuals, small businesses and corporates. Individual

plans include motor, home, accident & health and travel insurance, whereas corporate

plans include accident & health, travel, energy, property, marine and liability plans.

AIG member companies serve all types of customers, be it commercial or individual.

AIG is among the leading insurers and the largest underwriter of insurance. Aircraft

leasing, financial products and trading are some of the services offered by AIG.

Marketing Strategy

ICICI Lombard rose to become number one private general insurance company in

India. Moreover, it's also the first company to get ISO 9001:2000 certification in

India. ICICI Lombard has been assigned the iAAA rating by ICRA, indicating the

highest claims paying ability. It is the first company to provide digitally signed

documents through an online interface.

As there is tough competition prevail in market due to new entrants so strong

marketing strategies are adopted by TATA AIG insurance company ,Marketing

research regarding the demand of product is done through various method like

questionqir,mail,tele-marking etc.

Company is required to do SWOT analysis of the company in order to gain

competitive advantage.

Marketing Mix Strategy

1,Product : The company provides health, home, motor, overseas travel, and student’s

insurance products for individuals; and business, fire, marine, industrial, corporate,

liability, credit, and shop insurance products for businesses. It also offers rural

insurance products, such as tractor and weather. In addition, the company provides

claim services, including health, home, motor, overseas travel, and student’s claims,

as well as online services. It offers its products through a network of branches.

2.Price : pricing strategy are different in different situation depend on the demand of

product and kind of product,it also varies from company to company specially private

companies have different criteria for deciding price.

3.Place : The location of bank is easily accessible to the customer and also cover

large part of city.

A-5 Jinendra Shopping Centre Ahmadabad, Gujarat

4.promotion : promotion activity include advertisement,direct selling,pamphlets

disply in bank,hoardings etc.

5.People : Employee are the one who represent the company so they must be

polite,and co-operative and always ready to help.

6.Process : Rules and regulation are framed by company according to that all deals

takes place.

7.Physical Evidence : TATA AIG general insurance company have less number of

people working in office most of them just visit to report their manager at the end of

the day.

4.IFFCO Tokyo General Insurance Co ltd

IFFCO Tokio General Insurance is a customer-centric company aiming to be easily

accessible and approachable to all sections of society. It offers products and services that

provide quality at reasonable cost. The organization has the deep knowledge of IFFCO and

thus developed a business plan that has both stability and integrity.

Product and Services

1.Commercial Line:

BANKERS BLANKET:- Banks and Financial Institutions recognize the risks

associated with their operations and the exposures from within as well as external. It

is therefore important that a risk transfer mechanism is set in place to safeguard

against all the odds. The Banker's Blanket Cover is purposely designed for the banks

and financial institutions considering their unique needs for coverage. Bankers

Blanket Cover covers various “insuring clauses” to encompass various contingencies

to suit specific needs.

Boiler and pressure plant Insurance Policy :-Damage other than by fire, to boilers

& pressure plant Damage to surrounding property Third Party legal liability arising

due to explosion and collapse of the plant during its normal course of working

Burglary Insurance:- This Burglary Insurance covers loss or damage caused by

o Burglary and Theft (i.e. theft following upon an actual forcible and violent

entry of and / or exit from the premises)

o Robbery

2.Retail Line

a)Motor private car

b)Home suvidha

c)All risk Insurance

3.Speciality Line

a)Credit Insurance

Target Market

IFFCO Tokyo provides General insurance products and services to individuals, small

businesses, and corporate customers.

Target area of company is commercial business but it is also expanding day by day ue to

tough competition prevail in market.

Marketing Mix Strategy

1.product : IFFCO Tokyo provides general insurance products and services It

offers a range of general insurance for motor, home, accident and health,

travel, energy, marine, property and casualty, and liability, as well as various

specialized financial lines.

2.Price : Price of IFFCO Tokya or premium charge to customer is based on his

income background,and as per the demand of customer.

3.Place : Location of IFFCO Tokyo company

45, Drive-In Road, Opp Dev Bhoomi Apartment

Manav Mandir Road, Ahmadabad, Gujarat 380009

4.Promotion :promotional activity is very important for any company in order

to make people get aware about their product ,media which is used to promote

are Advertising,pamphlets etc

5.People : People of company are co-operative and Helpful

6.Process :Particular method is adopted to carry transaction which is as per the

rules and regulation set up at the establishment of company.

7.Physical evidence : : Physical Evidence of insurance company is necessary

in order to cover large number of people,this is an important aspect of marketing mix as it

adds step to attract large number of customer.

5.Oriental Insurance Co.ltd

Oriental Insurance Company Ltd, a subsidiary company of the General Insurance Corporation

(GIC) of India, Started its operation in India on 12th September 1947 at Bombay (now

Mumbai) as a public sector company.

The company became a subsidiary of Life Insurance Corporation of India in 1956 and

continued to serve as such till 1973. The main goal of the company was to get involved in the

business of general insurance thus catering to the needs of all kinds of people and are quite

famous for their coverage of products associated with steel and chemical plants,

petrochemical and power plants.

Product and Services

1.Individual Insurance

2Health Insurance

3.Business insurance

4.Engineering Insurance

Target Market

Target area of oriental bank is Rural people,commercial bank.

Marketing Mix Strategy

1.Product : Householders Insurance, Group Mediclaim Policy.

2.Price : Price is an important component of marketing mix strategy,prices are

set up by taking into consideration the target customer or demand of customer.

3.Promotion : Advertisement,direct selling,pamphlet,Hoardings

4.Place : The location of bank is easily accessible to the customer and also

cover large part of city.

5.People : Employee are the one who represent the company so they must be

polite,and co-operative and always ready to help.

6.Process : Transaction takes place as per the rules and regulation,Policies

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.